Contextual Advertising and Lead Generation

The world of advertising is constantly evolving. The first generation in advertising was display advertising - where a variety of media formats we used in some form of banner advertising on Internet web sites. These Ads started off with simple graphics or display banners, and evolved into very creative rich media Ads, including video, audio and flash ads. One major advance in display Ads was targeting - advertisers were able to segment customers using the web's precise tracking capabilities, and micro cast variations of Ads best suited for each micro-segment.

The second generation in advertising was contextual advertising - ushered in by the large horizontal search engines. The Ads took targeting and contextualization to a whole new level, where Ads could be selected and served up in real-time based on the actual spidered and crawled text on the display web page. Since these ads were specifically selected to match content on the page, they raised contextualization to a whole new level, bringing with it increased click-through rates or publishers and increased conversion rates for advertisers, creating better monetiztion for everyone involved.

The emerging third generation of advertising is dynamic deep-linked advertising - where Ads become extensions of site content for customers, and qualified leads rather than mere clicks to advertisers. These Ads are best fits for product sales or search web sites, as opposed to pure information oriented web sites. In this generation, Ads are for substitute or complementary products to the customer's search, thereby becoming value-added extensions to the core search. Ads actually change dynamically based on customers' product search parameters, and clicking on the Ads results in all search parameters being passed on to the advertising site, enabling it to land customers on its booking page or results page, not on the home page. This parameter based deep-linking enables these Ads to convert much higher than traditional display or contextual Ads, and hence monetize an order of magnitude better than first and second generation Ads.

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