In the last two blogs on semantic advertising, we have seen how this form of advertising is becoming the mainstream promotional tool of online marketers. Here, we will analyze semantic technology in its current form and what course it could possibly take in the future. One of the exciting forms of this advertising that’s already become a reality is the do-it-yourself (DIY) model. How does it work?
Online advertising that leverages semantic technology uses a DIY model today. There are companies using self-service models designed to reveal their advertisements to consumers when they flit over a highlighted key word in relevant content and can choose to see the spot on the landing page of the company. What does the technology rely upon to deliver results?
The Technology Can Be Leveraged by Advertisers for Precise Targeting
Natural language processing and proprietary linguistics technologies are the key factors that semantic advertising technology depends upon to make sure that the advertisements are contextually pertinent to the content of the company and to the topics that visitors are browsing through or reading. There are also mechanisms in place to ensure that inappropriate brand associations are not created. It’s a pretty neat and smart way to get your message exactly to the audience you are targeting.
Emerging technology in semantic advertising aims to link full-text analysis done in real time with real-time bidding. This will allow buyers to consider inventory on a per-impression basis. They also can be more selective about what they want to buy. Live linking of advertisement text that’s dynamically loaded to a highlighted key word in the content occurs as the reader lingers over the specific words. The technology makes use of proprietary algorithms to opt for the most effective key words.
Changes Are Done Automatically During Content Editing
The superior and automated text analysis capabilities of the emerging semantic advertising technology also ensure that dynamic text changes are reflected in every placement of advertisement. When publishers edit their site content, the changes made are factored in automatically by the system. It also may choose alternative key words and ads to match reader interests in the best possible manner.
Setting up semantic advertising campaigns can be easy with these tools. Advertisers can expect the whole process to become more flexible in targeting not only key words but geographics too. The process may mimic the pay-per-click model in some ways. What’s more exciting is that advertisers could possibly choose branded key words to get more out of their semantic advertising efforts. They can keep track of the returns of the campaign through the real-time reporting that advanced semantic advertising offers.
The Final Frontier for Semantic Advertising – Perfect Optimization Between Content and Ads
Optimizing the match between content and advertisement is the key step in making digital advertising work for everyone concerned in terms of economics.
It would be great if the next step of semantic advertising technology involved asking users questions so that their searches becomes as narrow as possible. It would mean that, when your intent is to search for Jaguar with four wheels, you won’t get content that’s about a jaguar with four legs.