Jul

30

Contextual advertising became immoderately popular

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With the beginning of crisis experts of contextual advertising and, after them, journalists have begun to prophesy in eager rivalry to it the light future. The past of half-year has shown: experts have appeared are right only half. Now it is possible to tell with confidence that crisis has double influence on destiny of contextual advertising, supporting and weakening its positions simultaneously.

Under our data, contextual advertising grows in popularity, but loses in efficiency. If earlier normal level of conversion of the traffic from contextual advertising – transformations of visitors of a site into consumers – made 5-8 % now it has fallen to level of 2-3 %. These figures mean competent work with a context. Nonprofessional management of an advertising campaign leads still to the worst indicators. In efficiency falling it is guilty not only crisis, but also actions of participants of the market: customers and some unexperienced executors.

Let’s consider at first external factors which make negative impact on a context. These factors do not depend or nearly so do not depend on actions of clients and experts.

Growth of number of users by the Internet.
The Internet audience constantly grows, and crisis serves as additional stimulus for access to the network. Time of using a network since people began a thicket to use the information on the Internet for search of the goods and services also increases. The audience of contextual advertising which clicks on announcements as a result grows, but thus does not do purchases, does not place orders etc. Interest to the information does not mean readiness to turn to the client, especially in general economy and reduction credit programs of banks. The following factor from here results:
Term increase between information search and purchase (or other form of conversion).
Before to dare to order, especially expensive, potential client many times comes on a site, including means click’s on link contextual advertising. Between the first click (and, accordingly, write-off of means from the account of the advertiser) and the order, “distance” in some days or weeks is possible. It at the best.


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