Space Invaders! Non-Invasive Apps Interrupt Our Daily Scheduled Advertising
The New Kids on the Block
Behavioral and Targeted
As I quoted in my last article:
“Behavioral marketing targets consumers based on their behavior on Web sites, rather than purely by the content of pages they visit. Behavioral marketers target consumers by serving ads to predefined segments or categories. These are built with data compiled from clickstream data and IP information.Contextual marketing is when marketers target users with ads that are served based on a given Web page’s content. Ads bought through Google’s AdSense or Overture’s Content Match are a great example.
Both place text ads on contextually relevant Web pages. Other vendors, such as Vibrant Media and Kanoodle, target users through verticals to deliver better results.
Whether text or graphic ads, delivering a relevant message based on content can be defined as contextual marketing.
Above all, behavioral marketing provides marketers with the ability to reach desired segments outside of contextually relevant areas.”
Contextual
I’m searching for parts for my 1968 BMW 2002 tii, and next to my search results pops up an ad for My2002tii.com.
I’m reading a blog entry about the features for the upcoming PS3 and next to the post I see an ad for ‘Downloads for my PSP”.
I’m reading an RSS feed in my reader and beneath a post about IPTV as an ad for the fierceIPTV newsletter.
What’s going on? Contextual advertising, that’s what. The theory is that by placing ads next to content that is aligned contextually, response rates go up and the back end numbers seem to prove the theory.
We all know who the big dog in this fight is, right? A hint: Their name begins with a G and ends with an E and has oogl in the middle. Give up?
Google clearly has a lap or two on some of the latest contenders such as Yahoo, and MSN, but they’re not the only game in town. Other more specialized contextual networks like AdBrite and Indieclick can give you better bang for your buck, depending on your target demographics and your wares.
I’ve already shared some thoughts about contextual last month, so I’ll leave it at that for now.
Non-invasive
This brings me to my own little corner of the marketing universe. Non-invasive marketing. For my example of a best practice of this I will use Advario. Go here and check out both the form fill and the coupon demo. Now let me tell you why I like this as an example. First of all, the ads are keywords, bolded to draw attention (the soft border with interruption) but still not intrusive. Also, using keyword scenarios rids webpages and eBooks of one of my pet peeves. Namely, advertising eating up precious screen real estate.
Secondly, ads are only seen when a user rolls over a keyword (permission marketing’s opt-in principle), and then the user has the option to act on the ad (further opt-in) which also pre-qualifies them as a lead. By the time they’ve sent you their info, you can assume that they are very interested, all without pop-ups or even real estate stealing banners. I imagine because the leads are super qualified, one could charge a higher CPC and be justified in doing so. The funny thing about solutions like Advario is that they are contextual in nature without having to leverage any fancy algorithms to be so.
I wonder if anyone has developed video transparency layers that would allow ‘hotspots’ in streams and downloads (like podcasts and torrents). See a coat that a news anchor is wearing that you like? Roll over it, see that it’s ‘hot’ and click on it to purchase it on-line. It would be simple enough to do and very non-invasive. Maybe I’ve already said too much.
Until next month, happy networking.
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