Online advertising – Understanding contextual advertising


Contextual advertising is a type of online advertising in which the advertisement is displayed in accordance with the content, the context of the web page.

Contextual advertising works selectively and is displayed to visitors of Web pages’ area of interest which potentially matches / intersects with the theme of the advertised goods or services, which increases the likelihood of response to advertising.

To determine whether the promotional material page of the website usually uses the principle of keywords. Keyword- oriented and search engines . Therefore, contextual advertising is more likely to be shown to the consumer who uses the Internet for search of information about products or services.

Almost all search engines on the Internet are using PPC advertising for profit (Google AdWords advertising network is a source of profit Google). PPC advertising can advertise both on the search results pages for specific keywords, and sites that have established units of contextual advertising on their pages.

Types of content

Depending on the format of ads, contextual advertising can be text, banner and video ads.


The ad uses plain text with a hyperlink (open or executed in the form of text).

Banner ads

Blurb is based on the visual image (graphic advertising). The banner can be fully implemented as a image only, or an image with accompanying text and links.

In this case, further divided into the following types of banner ads:

Static graphic image – a simple, static picture

Dynamic graphic – usually animated images (in the gif format), mini cartoon

Interactive banners – where the user is asked to perform an action with the image. For example, click the banner in a certain place, to solve arithmetic example, to answer the question, etc.

Video advertising

Ad uses a specially prepared video, which also contains, as a rule, a hyperlink.

On the one hand, text and banner advertising is largely similar to the horizontal and graphic advertising in the printed newspapers and magazines. In turn, there is no video advertising in printed media, but it is widely used in television.

But all kinds of content on the Internet involves an important distinguishing feature – namely, if a visitor clicks on a text, banner or video ad, it opens a page with more detailed information on the advertised product or service. That is, each of these advertisements contains a hyperlink leading to the advertiser’s site.

The automation online advertisements allows ad networks to solve more complex problems. For example, in recent years almost all of the services for the provision of advertising services on the Internet have moved to the scheme of pay per click.

This means that if earlier the advertisers paid for impressions, now the payment is made for the number of clicks on ads, which result in a transition to the advertiser’s page with more information.

In this case, the program will automatically count the number of ad impressions to get a certain number of clicks. In addition, the program determines advertisements clickability and can therefore be to lock them for display.

Conversely, ads with high clickability may decline in value, since obtaining the required number of transitions require fewer hits.

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