Here’s an example: Open up any women’s magazine (or men’s, or even children’s)
and look at the advertisements. Maybe one of the articles in the magazine
is about weight loss. Along with the text in the pages of the article and at
the end, you might find advertisements for online dieting services, diet pills,
or even gym memberships.
These advertisements are placed in context based on the content of articles
with the assumption that someone reading an article on weight loss might be
interested in dieting services, diet pills, or gym memberships. This is contextual
advertising — the act of placing ads in the context of the content that will
surround those ads.
Contextual advertising is a big step toward reaching specific groups of people, but it’s not nearly
enough. With today’s technology, a much more targeted advertising method should be possible,
one that works within the confines of the medium that potential customers are using. In many
cases, that medium ends up being the Internet. And of all the places where advertisers can reach
highly qualified potential customers, the Internet is the best, as long as the targeting methods are
appropriate for the audience.
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