The banner advertising market for publishers continues to be eroded by increasing competition and reduced margins. In the meantime advertisers themselves are increasing the amount of content they publish. If we consider major brands today from banks to FMCG companies, they are producing vast amounts of research, white papers, product reviews, reports and articles. These are being disseminated through their own portals currently.
With the advent of Smartology’s dynamic creatives, brands can now advertise their content either contextually or behaviourally alongside the most relevant publisher’s content. The semantic matching brings the most accurate relevance to bear and thresholds can be set so that content which is not relevant enough is not served.
The launch of Smart Advertising on global publishers sites has seen engagement and click through rates increase for brands by 1000% +. This clearly demonstrates that if you serve relevant information and therefore add value to user online journeys, they will interact and engage.