Making Web advertisements smarter, better targeted

Compared to Google Ads, most Web site banner advertisments are just plain dumb.

While search engines like Google can place ads based on what a user is actively looking for, many Web site ads emulate the traditional static style of a newspaper or magazine ad – it looks the same for anyone looking at the page. But why not tap some of that intelligence that Web searches are generating and apply it to advertising content on Web sites for a more effective marketing campaign?

New York-based Chango Inc. looks at what Web surfers have been searching recently and target dynamic display ads embedded in Web sites to those users. This combines the same effective targeting of search engine marketing with the places people actually spend the most time on the Web – content-filled sites.

Search engine marketing is effective because it can target users based on what they’re looking for. But you can apply those same techniques to users browsing Web sites. Chris Sukornyk from Chango presents at Toronto’s nextmedia conference.

Video created by Danny Boudreau.

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