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Improving Online Brands with Contextual Advertisement

All businesses must advertise to survive and those that do it effectively are likely to draw more business. Building a brand image and getting the biggest bang for your buck can be difficult in the online world where millions of companies are competing for similar markets. However, by engaging in contextual advertising it is possible to raise brand image and purchase rates through pre-selecting candidates that are already interested in your product or service (Chung, et. al. 2014).  Contextual advertising uses content matched with an advertising display such as a banner ad, video, music, etc… to attract visitors. It is most commonly offered through companies like Google AdSense, Amazon, and others that provide contextual advertising on web pages. Those who are reading a page exposed to similar advertisements that are more likely to draw their interest. The authors found that there are two factors in successful contextual advertising. The contextual prime and stimulus a