Contextual Advertising - PowerPoint PPT Presentation

Contextual advertising l.jpg
Download
1 / 26

  • 375 Views
  • Updated On :
  • Presentation posted in: Internet / Web

Contextual Advertising . Ankit Mehta. Brief history of online advertising. May 1978: First Marketing Spam form DEC Marketing representative. 1994: First banner ad by AT&T on Hotwired.com . History of online advertising. 1996: First interactive ad by HP where users can play ping pong .

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.

Download Presentation

Contextual Advertising

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Contextual advertising l.jpg

Contextual Advertising

Ankit Mehta


Brief history of online advertising l.jpg

Brief history of online advertising

  • May 1978: First Marketing Spam form DEC Marketing representative.

  • 1994: First banner ad by AT&T on Hotwired.com


History of online advertising l.jpg

History of online advertising

  • 1996: First interactive ad by HP where users can play ping pong .


Types of online advertising l.jpg

Types of online advertising

  • Search Advertising : Google AdWords

  • Classifieds : Craiglist

  • Traditional web advertising : Banner ads, pop up ads, hover ads etc


Types of online advertising5 l.jpg

Types of online advertising

Screenshot from the game Burnout Paradise”

  • In-Game Advertising

  • Advertising in Online games

Advertisement of IBM in the online world Second Life


Types of online advertising6 l.jpg

Types of online advertising

  • Email Advertising : Legitimate marketing emails , Spam

  • Video Advertising: Hulu

  • Spyware : CoolWebSearch

  • Affiliate Advertising : Amazon


Contextual advertising7 l.jpg

Contextual Advertising

A system is context-aware if it uses context to provide relevant information and/or services to the user, where relevancy depends on the user's task.

  • Primarily used on internet but also used in Cable TV, Mobile phones


Different types of context l.jpg

Different Types of Context

  • Contextual Targeting using page content

  • Behavioral Targeting using user behavior

  • Geo-Targeting using user’s location


Types of contextual advertising l.jpg

Types of Contextual Advertising

  • In Page Contextual Advertisement

    • Google Adsense

  • Behavior Based Contextual Advertising

    • Facebook

  • In-Line Advertising

  • Channel-Based Contextual Advertising

  • Search-based Contextual Advertising


How ads are delivered l.jpg

How Ads are Delivered

[2]


Context matching algorithm contextual targeting based on page content l.jpg

Context matching algorithmContextual Targeting based on page content

  • Represent the page as set of keywords and then rank the ads based on the keywords extracted from the content page [3]

  • Give a pre computed suggested list of keywords for the advertiser to place in his advertisement which can lead to better matching of ads to the pages. [4]https://adwords.google.com/select/KeywordToolExternal


Contextual targeting based on page content l.jpg

Contextual Targeting based on page content

  • Generate a different representation of target page i.e. add more related words to the page. [5]

    This avoids the vocabulary mismatch problem.


Behavioral targeting technologies l.jpg

Behavioral Targeting Technologies

  • Storing users web information using cookies.

  • Installing equipment and software at the ISP

    • Deep Packet Inspection techniques to monitor user packets in realtime and serve ads in realtime

      • Phorm provides this kind of service


Behavioral targeting technologies14 l.jpg

Behavioral Targeting Technologies

  • Web Beacon


Geographical targeting l.jpg

Geographical Targeting

  • Can be done using checking IP address

  • Newer systems also use GPS


Advantages of contextual advertising l.jpg

Advantages of Contextual Advertising

  • Advantages

    • More clicks per ad by the users. Hence more effective advertisement . This leads to greater revenue for both the advertiser and the site owner where ad is placed


Disadvantages of contextual advertising l.jpg

Disadvantagesof Contextual advertising

  • Out of context advertisements can hurt the brand being advertised .


Disadvantages of contextual advertising18 l.jpg

Disadvantagesof Contextual advertising

  • Ads of your competitor might be show on your website


Disadvantages of contextual advertising19 l.jpg

Disadvantagesof Contextual advertising

  • Advertisement having links to viruses etc may show up on a proper website.

  • Click fraud

  • Behavioral targeting does not work if multiple users use the same machine.

  • Deep packet inspection technique for behavioral ads is similar to phone tapping. Privacy issues


Revenue models l.jpg

Revenue models

Pay Per Click and Cost per lead are the more dominant revenue models

  • Pay Per Click (PPC)

  • Cost Per Thousand(CPT)

  • Cost Per Action (CPA)

  • Cost per Impression

  • Pay for placement (P4P)

  • Pay per call

  • Cost Per Lead(CPL)

  • Cost per engagement

  • Cost-per- Acquisition (CPA)

  • Cost per View (CPV)


Disadvantage of traditional forms l.jpg

Disadvantage of traditional forms

  • Click rate is <1% for traditional ads as compared to 2-5% for contextual advertisement.

    Banner ads affected by banner blindness[1]


Which is the best form of online advertising l.jpg

Which is the best form of online advertising ?

  • Between various forms of contextual ads , the trend seems to be towards behavioral based ads . Google is the latest player to join this area last month.

  • Behavioral ads outperform Search based ads in term of relevancy by 22%.

  • In social networking sites there is lot of data available for behavioral ad providers to be mined and improve the relevance of behavior based ads.


Future trends l.jpg

Future trends

  • More bandwidth means more video and flash based ads

  • Real time and dynamic advertising in videos, banners etc.

  • Contextual advertising where the context is image/video


References l.jpg

References

  • [1] http://www.useit.com/eyetracking/

  • [2] AD Serving 101, Revised. By Eric Picard, ClickZ, Nov 17, 2008 http://www.clickz.com/3631700

  • [3] “Semantic Associations for contextual advertising”. Massimiliano Ciaramita, Vanessa Murdock, Vassilis Plachouras Yahoo! Research Barcelona

  • [4] Yih, W., J. Goodman, and V.R. Carvalho, “Finding Advertising Keywords on Web Pages,” Proceedings of the 15th international conference on World Wide Web, pp. 213-222, 2006. Microsoft Research

  • [5] Lacerda, A., M. Cristo, M.A. Goncalves, W. Fan, N. Ziviani, and B. Ribeiro-Neto, “Learning to Advertise,” Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval, ACM Press, pp. 549-556, 2006. Google Engineering


  • Login