When it comes to online marketing, there are a plethora of options: Pay-per-click, online display, online video, text ads, email marketing, mobile and more. And when it comes to targeting, there are just as many options. One of the newest, developing options that has gotten a lot of press lately matches the intent of online content with the intent of the ad. It is called Semantic Advertising.
According to Wikipedia: "The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the most appropriate advertising. Semantic advertising increases the chance that the viewer will click-thru because only advertising relevant to what they are viewing, and therefore their interests, should be displayed.”
As with contextual advertising, the content of a webpage is matched to the content of an ad, but with semantic advertising the actual meaning of the content on a webpage is also taken into account. Semantic advertising analyzes not just the words in sections of content but the meaning and sentiment of those words. Then, ads are matched based on the semantics of the content, hopefully for a better match and a deeper engagement with the consumer.
There are unique platforms that help advertisers find the best fit between content and ads. And still other platforms that help to detect content that could be potentially harmful to the brand and gives advertisers options for dealing with the potential problem.
Targeting has never been more important. As more content is analyzed it becomes easier to match ads to content, helping to better engage the consumer base. As the recession ends we expect to see even more development of semantic portals, as well as more spending from consumers and businesses online.
The end of the recession will mark the start of a new phase of Internet technology. Most likely, semantics will be a defining aspect of this event.
There will also be resurgence in business on the Web, which will drive ad spending as well as investments by publishers in more effective ad technology, such as that provided by semantics.
For information on how DMC Advertising can help you get up to speed on integrating Web Advertising into your communications mix, please click: www.dmcadvertising.com
There will also be resurgence in business on the Web, which will drive ad spending as well as investments by publishers in more effective ad technology, such as that provided by semantics.
For information on how DMC Advertising can help you get up to speed on integrating Web Advertising into your communications mix, please click: www.dmcadvertising.com
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