Introducing In-text Ads For Mobile: Advertising With Better User Experience

Partner Post

- Clickky a full-stack platform for mobile advertisers and publishers

Blogs and mobile websites that have a lot of textual content often face the problem of traffic monetization. Placing images, text, and ads on a small screen is a challenge. Site owners need to find a way to benefit from the content while not disrupting user interaction with content, or driving them away with irrelevant information.

The audience reacts better to ads that blend naturally into the environment, fit the context of the website and provide additional value to users. This type of advertisement helps to avoid user frustration and abandonment — common reactions to overly intrusive ads.

There is a solution for text monetization which has been successfully functioning on desktop for about 15 years — in-text ads. And yet, this format is quite new to mobile publishers despite its perfect suitability for the mobile environment. Clickky became the first company to introduce the in-text ad format to mobile via the self-serve platform for publishers. Mobile in-text ads were well received by mobile bloggers and web developers: today (February 22, 2017) Clickky’s Monetization Platform is trending on the main page of a popular community ProductHunt.

Clickky’s Mobile In-Text Ads

Text monetization for desktop

The idea of website copy monetization by supplementing it with hyperlinks, which would lead to advertisements, has been circling the web since the early 2000s. By mid-2000s it got around major publishers, such as Forbes, who started including in-text ads into the articles on their website. Initially, ads were indistinguishable from editorial content, which confused the users and generated concerns about journalistic ethics. Another problem that plagued in-text advertising in its early days was the irrelevance of ads to the content of the website where they have been displayed. It could result in the websites losing users’ trust and therefore, traffic decrease.

However, with the improvement of algorithms, the problem of irrelevancy has been tackled, and in-text ads became an integral part of web monetization strategies. The ad format is widespread on entertainment websites, soft news sections, on blogs and forums. Although, major publishers like U.S. News, MSNBC, and Fox News display in-text ads as well.

Even as user-generated content, like message boards, remains a significant source of inventory for in-text ads, big brands like IBM, Ford, Volkswagen, and Intel also make the full use of this advertising format.

Why in-text?

For publishers, in-text ads provide an additional opportunity to increase revenue. These ads fill the spaces that are not available for other ad formats so publishers can make profit from every bit of their websites. Moreover, in-text ads allow to reach out to the audience which cannot be accurately spotted by the system setup of contextual ads or social networks search engines.

The in-text format is advantageous due to its simplicity and the easy integration process. The ads can be placed right away, so the bulk of the budget goes on the increase of the number of contacts from the audience, rather than on the development of design banners.
And finally, in-text ads are user-friendly, they provide added value to the visitors as well, by introducing new and relevant content.

Finding solutions for mobile

In-text ads provide excellent opportunities for small screens: ad publishers can earn revenue without cluttering the site with ads, distracting the users’ attention or covering the content — in general, without spoiling user experience. However, until Clickky launched this ad format on the Self-Serve Platform for Publishers, it had not been possible to monetize textual content on mobile the way it could have been done on desktop.

Now, Clickky is able to serve in-text ads in more than 120 countries of the world, with 100% demand guaranteed for any publisher. The mechanism is simple: Javascript analyzes keywords on all pages of the website; then, it compares the keywords with the ones, which had been assigned to the offers in Clickky’s database. When the match is found, a hyperlink is added to the website, which leads to a mobile offer with relevant targeting by device, location, and OS on App Store or Google Play or a website.
The more readers a publisher has, the more profit can be expected — a perfect solution for blogs and websites with high traffic volume.

Clickky makes sure that all the offers correspond to the website category and therefore coincide with the users’ interests and expectations.

Conclusions

In-texts might be the answer to the major challenge that mobile publishers face: how to combine great user experience with monetization opportunities?

Taking advantage of the new advertising format can help the owners of mobile websites to profit from the textual content without driving the users away.

Clickky’s Self-Serve Platform now provides all the necessary tools for placing the in-text ads directly on the website or blog, without any additional help.