Contextual advertising includes broadcasting of advertising content (usually textual) thematically connected with what the Internet user is currently looking for or the website they are currently visiting. This solution increases the effectiveness of advertising as the user has shown interest in given content or similar subject. It is a non-invasive form of advertising. Thanks to this the advertisement becomes an integral part of the website and the Internet users often remain unaware that they are looking at advertising content.

Contextual advertising in the search engines is usually presented in a form of boxes that are displayed in response to specific keywords entered into the search engine.

Exemplary box from poradniktypera.com

The advertising presented on the website thematically linked is presented in a form of links and boxes. Boxes appear in the articles linked to the advertisement. Links are the words highlighted in a text (usually underlined or in another manner specific for a given website) that have been chosen by the advertiser. If the users mouse over the word/link they can click it and go to the advertised website. Another type of advertising is displaying an advertising box when the users mouse over the link.

Non-invasive links have on of the highest users’ approval rating.

Exemplary box from poradniktypera.com

Both boxes and links can have many display parameters set, like clicks limit, budget, capping i.e. how many times a user can see the advertisement. This type of advertising is usually paid for in CPC (Cost-Per-Click) model, in which advertisers pay when their ad is clicked.

Recently there has been a growing popularity of contextual advertisements containing flash or video, which draws Internet users’ attention. This type of advertising in usually paid for in CPM (Cost-Per-Mille) model, in which advertisers for showing the ad to a number of viewers.

Synerway cooperates with many Polish and foreign networks offering contextual advertising. We help our clients to plan the range of the campaign and determine the optimal parameters (content, CPC level, daily budgets), in order to maximize the return on investment.

For more information regarding contextual advertising, please contact our team.