Following a brief hiatus due to breaking Yahoo news, Mother’s Day, and SIS Captiva, we’re back with our latest installment in our series on adMarketplace’s Traffic Sources. This week: Rollover/In-Text.
If you’ve ever read an article with a specific word or phrase double-underlined so when you hover over it an ad appears, you’ve encountered rollover in-text ads.
These types of ads work very well for advertisers as they allow them to source traffic based on very specific keyword targeting. These rollover ads also allow advertisers to gain access to unique inventory on a CPC basis, rather than the normal CPM-based banner ads normally seen on content and article sites.
"From a traffic quality standpoint, we have found rollover in-text inventory to perform very well across advertisers in a wide array of verticals,” says adMarketplace Director of Account Management Mateo Llinas. “Due to the nature of this traffic, and the high-intent quality of the users, rollover in-text traffic typically exceeds expectations when optimized appropriately.”
Rollover ads benefit consumers as the ads are more relevant due to the fact that they are selected based on the content of the page, and embedded directly into that content. Since most of these in-text ads are in actual content articles related to a specific subject, the users are not just casual surfers; rather they are reading content online instead of skimming over it. These are highly-interested users looking to garner information on a specific topic.
By being engaged and interested in the article’s subject, these people can be viewed as high-intent users. For instance, if a user interested in organic food is reading an article about healthy recipes, he or she would more likely be receptive to food-related ads. Thus, when the user’s cursor rolls over the underlined text for, say, “chicken” or “quinoa”, he or she will see, read, and click the ad – quite a few steps to get to the advertiser's landing page, but since the user is already interested in the subject, rollover in-text ads engage at a higher rate than is seen on various other types of inventory.
Quinoa is healthy for you and simple to cook; rollover ads are healthy for your CPA and simple to manage.
Read previous entries on traffic sources here:
Part 4: Email
Part 3: Toolbar Search Party
Part 2: Mastering Type-In Domain Traffic
Part 1: Flipping Through the Distribution Channels