You may already know that the year you were born is considered the year of the rat, ox, or horse according to the ancient Chinese zodiac. What you probably didn’t know yet, is that at Kontera, we’ve proclaimed 2010 as the year of relevancy.
What does this mean for our partners? Well, it’s pretty simple, higher relevancy means that:
- Publishers don’t sell out their users to irrelevant ad exposure and are not hurting their users’ experience. Happy users mean increased traffic, time on site, and loyalty.
- Higher CTR – as you get paid by the click, more clicks means more money for your website
- Advertisers don’t have ads served to users who aren’t interested, thus getting high conversion on their campaign
Essentially everyone profits!
Relevancy is a mark at Kontera that we take very seriously. Our relevancy efforts start at the “story-level” targeting where we interpret the meaning of the page then matching it with contextual ads that are the most relevant ones.
One measure of relevancy is in the form of a metric called CTR. CTR or click through rate is a frequency ratio between the number of times an ad is viewed and the number of times it gets clicked on. Experts agree that as the net becomes increasingly more built up, advertising campaigns that were formerly effective may not hold effectiveness. In fact, recent statistics indicate that classic banner ads carry a mere .07% CTR rate bringing further understanding to the rise in the phrase “banner blindness”. In contrast, ads on the Kontera network are characterized by starting click through rates that exceed 10% with some campaigns reaching upwards of 14% (!).
CTR is just one measure of a publisher’s ad performance, but is one of the most honest ways to gauge user satisfaction and interest. Many publishers find that after testing with other In-Text ad networks, their user experience suffers and many users desert their site due to the low relevancy threshold so be sure not to compromise when it comes to relevancy.
The next time you read your zodiac sign at your local Chinese restaurant, be sure to remember 2010 as not only the year of the tiger but also as Kontera’s commitment to relevancy.