The Pros And Cons Of In-text Ad Networks Is This Trend Worth Taking?

Marketing trends are weird entities, something seemingly absurd at one time can eventually

turn into a gold mine while something quite sensible might actually flop in a few years. Take for instance, pay-per-click advertising. Less than a decade ago, It was thought to be silly because why would people want to click on advertisements, but now, it covers as much as 54 percent of the entire advertising market online. And now another fairly recent thing is being questioned whether or not it would make it as the next big trend in advertising and that is making use of in-text ad networks.

In-text advertising is a fairly recent addition to the world of internet marketing. It was launched, rather controversially, just back in 2004 when people were just starting to get used with pay-per-click ads. Basically, in-text ads are advertisements that are intertwined to the textual content of websites. Certain words that are related to advertisements light up in articles and other online content by having a different color or being underlined. Visitors can click on these special words or simply mouse over them to reveal an advertisement that can lead them to the advertisers website. Now this gives the phrase reading between the lines a new meaning.

Making use of in-text advertising is not a difficult endeavor. A website developer simply needs to join an in-text ad network and everything simply fall into place. But this does not mean that the website owner would have to subject himself totally to the powers of the network. The website owner still has a lot of control as to how the ads would appear, how many ads would be embedded on the webpages content, and other concerns. Networks would not even interfere with a web developers existing ads. So basically it is up to the developer to determine how much he or she would want the page to be laden with ads.

The controversy with in-text advertising lies with its obstructive nature. While integrative ads may sound as if things would go smoother, people in the content-making end of web development contest that in-text ad networks actually contaminate web content. Others however say that it this is the real way to make ads less annoying for readers. Perhaps a good way to know the real deal is by looking at the pro and cons of in-text ads promoted by such networks.

Pros

What is good about marketing using in-text ad networks is the systems great potential in creating brand awareness. Ads are imbedded in texts rather than placed at the margins of online content. It can be assumed that people reading the text are already interested in its contents. This increases the likelihood that they may be interested about products that may be closely associated with these contents and by integrating the ads of these products to the text, consumers are more likely to take note of the ads.

In-text ads are also user-driven, meaning that web developers have a lot of control on how the ads would be implemented on their content. This provides website owners freedom to make the ads as obtrusive or as invisible as they want. So it seems that the obstruction would not be a problem at all, web developers can well earn much from advertisements without having to make their pages annoying.

Cons

The bad thing about using the services of in-text ad networks is that in-text ads can still be quite annoying even with all the freedom of web developers to make the ads less annoying. Editors note that the embedded ads kill the natural flow in which visitors read their content. Instead of being able to read through articles, viewers get easily distracted by the embedded ads as they bring the reader out of the context of the content. They say that this may actually be lucrative for webpage owners at first, but in the long run visitors tend to shy away from contents that have in-text ads because it hinders them from actually going through the articles without distractions.

Detractors of this marketing scheme claim that the benefits are only there for the short term. Eventually, the in-text ads lavishly promoted by these networks would instead keep viewers away not only from the content but from the webpage as well.

In-text ads and the networks that provide them are still very much in infancy, or perhaps toddler-hood. There is not really much that can be used to tell whether this trend would make it big in, say, ten years or so. What people can do for now is just to weight the pros and cons of this strategy to see if it would work to their advantage.

by: Elijah Chai

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