We all have heard about Vibrant, Kontera contextual ads. The ads that are based on the text in an article, the keywords are double underlined and once rolled over, the ad pops up.
I have been analyzing and measuring a lot of media plans globally with contextual advertising and it seems to pay off a lot. I have seen differences in response rates (CTR) and post-click engagement of upto 200%. Prior to being able to get post-click engagement data, I always used to question the viability of the high number of clicks on these ads. But with the post-click data, I feel that these ads really work in capturing the audience.
It is very interesting that they work for almost all lines of business – B2C, B2B and continue to provide increased response.
One more thing that I have noticed recently is that placing ads on a homepage vs. a targeted page with relevant creative also helps a lot. For example: placing a creative which connects with the audience on the publisher's website also drives higher engagement.
Thus, it is very critical to use contextual advertising for higher response rates and improved ROI.