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Display and Contextual Advertising

Display Advertising

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Display and Contextual Advertisng

Display Advertising

SurfNet is a leader not only in search engine marketing but contextual advertising, including display. We understand clearly the differences of creating, optimizing, and managing campaigns in the content networks. We work closely with Google and industry partners to establish best practices for contextual advertising and educate marketers why this form of internet marketing can help provide a competitive advantage for many brands.

What Can Display Advertising Do For Me?

If you’ve ever clicked on a banner or skyscraper ad whilst browsing, you’ll know that display advertising can be compelling and highly effective.

Ever-improving technology means you can incorporate high-quality imagery, animation, video and interactivity within the ad. Display advertising has a significant impact on brand awareness and, when combined with offline activity as well as PPC and SEO, can further improve the volume and quality of traffic being driven to your site, as well as improve conversion rates.

Contextual Advertising Delivers Additional Conversions For Less

Content advertising, also known as contextual advertising, provides online advertisers targeted opportunities within the content networks of websites to increase reach and in many cases lower the average cost per acquisition.

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user.

How contextual advertising works

A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing.

The advertisements may be displayed on the webpage or as pop-up ads. For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers.

Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query.

Contextual advertising is a form of targeted advertising in which the content of an ad is in direct correlation to the content of the web page the user is viewing. For example, if you are visiting a website concerning travelling in Europe and see an ad pops up offering a special price on a flight to Italy, that’s contextual advertising. Contextual advertising is also called “In-Text” advertising or “In-Context” technology.


Contextual advertising has made a major impact on earnings of many websites. Because the advertisements are more targeted, they are more likely to be clicked, thus generating revenue for the owner of the website.

84% of American Consumers Say Online Evaluations Have an
Influence On Their Decision to Buy a Product or Service

Reach Capability

Six billion ad impressions are served everyday across hundreds of thousands of websites in Google’s Display Network (formerly Google Content Network). Websites in content networks include premier publishers such as The New York Times, blogs, forums, shopping portals, coupon sites, to name a few.

Industries range from food & cooking to politics. Bonus: Many of the websites in a content network are highly ranked organic websites. The expansive reach provides your brand massive exposure to web users engaged in content relevant to your products and services.

Sales Potential

Display advertising, a subset of contextual advertising, often gets a bad reputation in the ROI department. It doesn’t have to be this way with advertising in the content networks. In fact, display advertising as part of a contextual campaign has great sales potential.

  • Anti-spyware provider CyberDefender received 7,950 sales in one month from a contextual advertising strategy using display ads.

  • Skincare specialist Murad increased sales of cellulite treatments 15% and reduced overall cost per acquisition by 13% through Google’s Content Network.

Improved ROI (Return Of Investment)

An analysis by Google discovered the median advertiser running on both search and content networks, 20% of conversions were received from contextual
 advertising. Half of advertisers had a lower cost per acquisition (CPA) from advertising in the content network than the average search network CPA.

It’s Not Just another Search Campaign

Efforts will fall flat if a contextual advertising campaign is developed and managed just like a search engine marketing campaign. Contextual advertising
 must be treated differently than search engine marketing, including understanding optimization techniques and tools unique to the content networks.

When contextual advertising is given the proper strategy, optimized and managed correctly the results are powerful.

Contact Us Today!

If you would like to learn more about SurfNet's Display and Contexual Ad Consulting Services,
please contact us by filling
our Request More Information Form or call us at 1-844-302-1466.

A member of our team will be happy to answer any questions you may have.