Your Basic Guide to Understanding the Effective In-Text Advertising

Your Basic Guide to Understanding the Effective In-Text Advertising
15 Sep 2017

Technology has revolutionized the way we do business online. From advertisers to consumers and everyone else in between is using programmatic technology to buy and sell products and services. The penetration of advertising in almost all online channels has created brand awareness for companies around the world. Businesses are using cost effective ways of promoting their brands irrespective of geographical boundaries.

The emergence of social media further made the massive advertising field explode all over the internet. New online advertising mediums drove in more traffic and visitors, bringing in extensive opportunities for both advertisers and publishers. Surprisingly though, as more businesses started investing in online advertising, running affiliate programs, driving PPC campaigns and employing SEO services, the initial form of online advertising didn’t lose its charm.

While hyperlinks retained their importance for SEOs, online advertising gave them a whole new meaning with in-text advertising. It became an innovative and cost effective way of marketing a brand, offering a wider geographical range and global footprint to scale business operations.


This is how in-text advertising works

Briefly put…

According to Wikipedia, in-text advertising is a form of contextual advertising. Links are placed directly on specific keywords or phrases within the text on a webpage. The advertisement in this case pops up when a user hovers the mouse over the text on which an in-text ad has been placed. In-text ads are generally more relevant and clicking on them directs the visitor to the advertiser’s website.

One of the most common models on which in-text advertising works include CPC (cost per click), CPA (cost per action), CPM (cost per impression) and CPP for multimedia content ads. In this form of advertising publishers get paid when a visitor clicks the in-text ad and visits the advertiser’s website.


Why in-text advertising is a preferred mode

Because both the advertisers and publishers stand a chance of profiting from this form of advertisement, it is still considered one of the most preferred mode of advertising to-date, specifically by affiliates and bloggers.

Publishers prefer this mode of advertising because it doesn’t take up extra space and allows them to monetize their web content. On the other hand, advertisers are able to create brand awareness in a wider set of target audience while gaining access to a highly targeted traffic which enhances their overall conversion ratio and brand equity. By singing up at a reliable Ad Network like Bevo Media, which offers in-text advertising, advertisers are able to promote their products and services worldwide.

Publishers and advertisers connect on ad networks which serve in-text ads matching their specific keywords. The in-text ad networks generally select specific keywords from the publisher’s website in relevance to the advertiser’s products or services. When placed on a webpage in the web content, these highlighted keywords will be hyperlinked to the advertiser’s website and appear in a different color from the web content. Furthermore, unlike normal hyperlinks which have a single underline, these in-text ads are usually signaled by a double underline or a dotted single line.


The idea of web content monetization

The idea that eventually led to in-text advertising began circling the web as early as 2000s and by mid-2000s major players like Forbes started including in-text ads in their content. Even though this idea generated concerns in the journalistic community and still does, the in-text ads we have today are a lot different from the earlier ads which were largely irrelevant to the audience and lost user trust. Years down the lane and after much improvement to algorithms this ad format gain prominence in a wide array of industries the world over as major brand names and organizations started using it for promotional purposes.

Today, in-text ads are still considered a preferred mode of advertising because they are offering excellent opportunities for promotion on small screens too. With smartphones and mobile devices captivating audiences around the globe, in-text advertising allows brand promotion without spoiling the user experience. Automated ad networks like Bevo Media offers publishers and advertisers a greater mobile reach with enhanced targeting, enabling them to target relevant devices, location and OS.

Here’s how you can set up an In-text Campaign on Bevo Ad Exchange:


Benefiting from effective in-text advertising

In-text advertising is quite beneficial for publishers as far as monetization is concerned. One of the major benefits being that in-text ads do not have any space consuming elements unlike banner or video ads. This is intent based marketing which allows advertisers to increase brand awareness by lifting consumer sentiment and inclining them to purchase their product or services.

Many ad networks also facilitate advertisers in adding their logos and other graphic elements in the in-text ad to improve viewer experience as well as relevancy to the overall customer experience.

In-text advertising has proved to be cost effective in terms of enabling advertisers to gain higher website visits and cost per conversion. Even though this is one of the oldest online advertising format, in-text ads continue to be seen as innovative, offering tremendous scope to both publishers and advertisers. Today, as bloggers and website owners sometimes find relevant placement of ads a huge challenge, in-text advertising is benefiting consumers, publishers and advertisers by offering non-disruptive and highly relevant ads.


In case you didn’t notice…

Consumers tend to react better to ads that blend naturally into the environment they are placed in. No one likes intrusive, annoying pop up ads which neither fits the content nor offers any additional value to the consumers. This is one of the biggest reasons why in-text adverting is still going strong.



Sana Khan

Sana is the Communications Director and content specialist at Bevo Media.