Contextual Advertising is a relatively new advertising strategy on the Internet. The context of the website, page, or search phrase is considered, and from there, ads that correspond to the topic are displayed. For example, a website about losing weight will automatically draw advertisers selling fitness equipment.

 

Google's Adsense is probably the most popular contextual advertising program on the Internet. Using a few lines of Javascript code, website publishers can insert Adsense on web pages and it will then automatically display relevant ads using Google's search algorithm. Google also considers other factors such as geographical location of visitors, so ads can actually be different for each visitor.

 

While this technology is great for an online search engine, it doesn't stop there. Many businesses, such as VISA, GEICO, and Wal-Mart, are now reaping the benefits of using Contextual Advertising in Radio. Early in 2010, Clear Channel Radio announced the ability to automatically and reliably insert any length of audio spot immediately after specific programming or commercial spots. This program is based entirely on content.

 

Wal-Mart took advantage of this opportunity by pairing ads with programming content. To support Wal-Mart's exclusive retail sales contract for the band AC/DC's Black Ice album, Clear Channel devised a program where a Wal-Mart ad for the album would run immediately after an AC/DC song was played on a selection of rock stations. If no AC/DC song was currently on the station's playlist, the 30-second spot appeared after a song by a similar artist, thus appealing to the "style" preference the same way Netflix and Amazon do. 

 

GEICO, another brand that is using this Contextual Advertising campaign, played strongly on the company's "save 15%" theme in three ways. First, the campaign dynamically placed custom 15-second ads for GEICO after ads from vehicle makers and auto dealers. Second, the ads were run at 15 minutes past the hour during each hour of the morning commute (6 a.m-10 a.m). Third, the Contextual reference carried through in the creative, reminding listeners that "since it's now 15 after the hour, there's no better time than now to spend the next 15 minutes saving 15% with GEICO."

 

So the Internet and Radio are both on the bandwagon for Contextual Advertising, but where do Television and Print come into play? In almost every episode of the reality television show, The Biggest Loser, one of the trainers is promoting everything from a Brita Water Filter to different brands of gum that are said to curb your hunger. Right after one of those products is promoted, there is a commercial for that brand that was previously suggested to the contestants. What if you are watching the show House and the episode is about someone who had a heart attack. Would it be contextual to cut to a commercial for Lipitor?

 

In print, if there's an article about the Toyota recalls and on the following page there is an ad about how great Honda cars are, does that challenge a publication's editorial credibility? Will it look like that editorial was simply paid for by the advertiser? Or, on the other hand, is that strategic advertising? That's for you to decide.