"Contextual
advertising [advertising that is similar to the editorial/media content] has long been a staple of many media plans for brand
marketers looking to approximate their target audience through aligning
their ads with relevant site content. But beyond improved brand association, maintaining contextual
relevancy can greatly improve ad performance. According to contextual ad
network Kontera,
contextual online display ads saw a clickthrough rate [the percentage of individuals who see an ad online and click the ad] 0.05 percentage
points higher than the industry average for US Google display ads" (eMarketer, 2012).
Contextually relevant mobile ads see impressive click-through rate (Jan. 17, 2012). eMarketer. Retrieved from http://www.emarketer.com/Article.aspx?R=1008782&ecid=a6506033675d47f881651943c21c5ed4
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