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Guest Post by Murray Newlands

October 27 is the birthday of the first time banner ads appeared on a website. These advertisements appeared on hotwired.com in 1994 and were the seeds to what would become a $24 billion business and generated a CTR of 78%. They were simple ads, for AT&T and Volvo—the latter’s banner didn’t even send the consumer to the car company’s website but rather to a questionnaire on what type of automobile they’d be interested in. It’s been seventeen years and online advertising has grown tremendously, however the average CTR of banner ads today is only a fraction of a percent: a measly 0.1%. So how does one generate ad revenue in a world where online consumers have adapted to ignore banner advertising?

We must ask why the CTR of banner ads drop so much. This has a two part answer; banner ads are ignored, consciously and subconsciously, and when they aren’t, they don’t convert a high rate because the ads are not delivered at a relevant time. The solution to these issues is to reach online consumers when they want it and where their attention is. In-content advertising allows advertisers to accomplish this.

In-content advertising is similar to the placement of products that you regularly see in movies and television shows. This advertising technique is contextually relevant and tightly integrated and works for two reasons: Online consumers see and interact with these advertisements and they experience these advertisements when they’re actually looking for the information.

The easiest way to reach your viewer is with in-content advertising with link insertion. Link insertion allows the online user to hover the mouse over a word that will then pull up a pop-up to link to the relevant site. Kontera Technologies is one of the leaders of this technology with a decade of research and development. Their technology is able to predict intent by understanding the meaning of the pages and how users interact with the site content. INTENTclick, part of Kontera, utilizes this technology while focusing on businesses and websites that have SEO driven making money or saving money content focused around purchase intent.

Read more about in-content advertising and link insertion in the eBook that
I recently wrote,”Content Monetization“.

Also, please see “INTENETclick”:In-Text Advertising Secrets, another eBook I recently wrote that dives into the new in-text advertising method using the popular company that I think works best, INTENTclick.

Disclosure: I work with INTENTclick.