I want to share a few thoughts on why advertising in tandem with Sphere’s Related Content modules (CONTEXTUAL IN-LINE & Widget) is gaining traction with Top Tier advertisers. In the past quarter, we’ve run campaigns with Dell, Verizon, Barack Obama and Symantec. The latter, currently is running it’s second campaign with us – just scroll to the bottom of this Salon article to see a live example.
As we all know now, Google Ads are so valuable in part because users have expressed an interest in the product/ service by their action of searching for that product/ service or something related. Sphere, on the other hand, has built a killer “implicit search” engine. A user who clicks on one of our links, or even looks at the module for a few seconds, has implicitly searched for that content. They have taken an action and that is why advertising to them can be so valuable. We believe this is potentially much more valuable and efficient then contextual ads that are on the side or bottom of the page — where they don’t know that the user is very engaged in that topic. In our initial campaigns, we’re seeing very high engagement/ advertising effectiveness. We believe this is partly because the reader is engaged with the content.
Sphere is now on a lot of article pages each month. Within our growing network of partner sites, (more…)