Predictable Advertising Opportunities in a Dynamic Content Environment
ADOTAS — Eighty percent of Internet user sessions begin with search. Widely used for navigation, search typically drives the user deep into the long tail of the Internet to the specific type of content page the user is seeking.
Even in such a dynamic content environment there are predictable opportunities for advertisers. We allow advertises to look across the billions of impressions on ContextWeb’s ADSDAQ Exchange and within a very dynamic, real-time environment see and plan against predictable and sometimes opportunistic trends.
Looking at trends in the April/May time period some of the trends are seasonal and tend to be more predictable. For example, as we move through Spring toward Summer, walking content is up 511%. Nike, Puma, Adidas, Converse and Reebok and anyone with apparel for walkers (or runners) should anticipate that spike months in advance and be prepared to take advantage of the freshness of this new content, most of it from long tail sites that don’t have the means to make this media directly available to the shoe and apparel companies. At ContextWeb, we gather the audiences for walking content enabling advertisers to buy all of them in a single buy from the exchange instead of chasing the impossible task of finding the content and making dozens or more likely hundreds or thousands of media buys to reach the consumer.
Sometimes events that make headlines also overnight create a significant amount of new opportunistic content. Cold & flu content is up 434% since the outbreak of the swine flu (H1N1) virus. Given the urgency of this troubling news, you can be certain that this content is being consumed with real purpose and so it presents an overnight opportunity for a variety of products such as Nyquil, Dayquil, Zicam and Purell that would be of interest to folks concerned about the potential pandemic.
Since the targeting available on the ADSDAQ Exchange can identify and assemble appropriate inventory on this kind of breaking news event in real time when it happens, marketers can jump in on short notice knowing that their ads will be impactful. Right time, right place, right user—all targeted in real time. We have all learned over time that the most relevant ads get the highest response rates.
Other trends kind of sneak up on you. For example, did you know that financial planning content is up 486%? Clearly this is a reflection of our collective concern about the economy, with folks going online to weight their alternatives to regain the wealth lost in recent months. Hello Fidelity, Schwab, TD Waterhouse and E*Trade. If you restrict your buying to the “usual suspect” sites about wealth management, you are missing a wonderful opportunity to be in less cluttered environments where you message will stand out.
The Internet is a messy and fragmented place. Advertising on the Internet does not have to be messy or fragmented—it can and should be packaged and predictable, even in our real time and dynamic world.
Reader Comments.
For SEM advertising, yes the “Internet is a messy and fragmented place” but there are fundamentals to the chaos that echo stock market movements: real time events impact and amplify searching and therefore prices.
However, predicting these things can be a full time job, and by the time you coerce the client, the time to act may have passed!
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