Understanding the Gold Mine of Seamless Content and Ad Integration

On one hand, online ads are very sophisticated. There is something sophisticated about you typing in a keyword, and a relevant ad shows up based on your keyword. There are a lot of targeting based on your IP address, your search history, and other signals you send.

 

With that said, online ad technology is also very ham-fisted and dated. For example, I can type in video software into Google (NASDAQ:GOOG). Google can then start showing me ads for video software. However, I’m not actually looking for video software. I’m looking for the history or the general features of video software. Do you see what’s wrong with this picture? Google, in this particular instance, didn’t weed my intent properly. As a result, I’m shown ads that are completely irrelevant to what I’m looking for.

 

This is a gold mine for ad technology. Why? If you feature content that helps read or manipulate the intent of the viewer, this can lead to higher-quality ads, higher conversions, and a better return on investment for advertisers. It all starts with intent.

 

Moreover, by creating a seamless connection between content presentation technology and ad contextualization, you can effectively shepherd your visitors. Online visitors need to be shepherded. You have to remember that for you to sell something online, people must first trust you. For people to trust you, they must first like you. Finally, for people to like you, they must first feel they know you. These are different stages, and it’s important to shepherd prospects through these different stages in a seamless way.

 

Moreover, the ad platform must accurately read which stage the person is in. The best way to do this is through content. If there is a technology that creates seamless connection between content and ad integration, it has to focus on intent detection. This can lead to automating sales psychology, which can produce higher conversion rates.