Potential opportunities for increased contextual advertising
The majority of businesses are looking to drive traffic to their website over 2007, it has been revealed.
In a poll on a Yahoo! Publisher Network (YPN) blog, 59 per cent of firms see raising traffic as their number one priority for their website this year.
Meanwhile, about four per cent of companies are looking to increase the amount of advertisements displayed on their website.
The study found that the majority of publishers are looking to expand their websites either through increased traffic, which could potentially mean more business for internet advertisers, or having more content.
YPN claimed both moves could provide "additional opportunities to display contextual advertising" available.
Senior account manager for YPN Margaret Holland added that those looking to boost their traffic numbers may wish to suggest their sites to search engines or consider an RSS feed to distribute content.
Ms Holland also pointed to a study by Forrester Research which claimed search engine results and links from other websites account for 71 and 46 per cent of how users arrive at websites.
An earlier YPN blog suggested that by being proactive in optimising their advertising campaign, businesses can benefit from "improved performance and greater revenue".