Exec talks about benefits of contextual advertising

As several recent studies and surveys have noted, contextual advertising is becoming the only way to go. The more organic the lead, the more relevant the ad the probable that consumers will actually respond to an online advertisement, whether that ad comes from a search query or from a keyword within a website.

by Kristina Knight

A new platform from Kontera turns contextually relevant keywords in website content into ads for consumers. When a consumer hovers over a keyword or phrase, a relevant ad appears on the page. According to Kontera CEO and founder Yoav Shaham the more relevant the advertising the more like a consumer is to convert.

"Our technology allows us to predict the words users are most likely to search for while reading articles or content," said Shaham. "From there we can give that keyword a value. . .The secret of contextual is that you provide the user with more information about a subject that they are already interested in."

Offering contextual keyword ads in this way, advertisers have a better chance to keeping a user engaged. Because an ad isn't flashing at a user and because they don't have to click through a number of pages to get the information they want, users are more likely to increase their interest as they read about the product or service offered.

"Advertisers need to get to the jist of what the ad is; the key is to be sophisticated according to the consumer's actions," he said. "Ads must be relevant, if [consumers are] interested in a product or service, that information needs to be readily available."