Connextra | Services : Automated Targeting

Contextual advertising has long been the goal of good marketing companies – matching the offer to the editorial surrounding it.

Now Connextra's patent-pending context-matching technology makes this easily possible, with significant increase in responses.

With our ActiveAd service, you can ensure that you promote the right product in the right place. ActiveAd reads the editorial on the web page, pulls details from the your web site or database, and automatically generates an appropriate ad.

For example, an online travel company can show special offers to a particular destination alongside content about that destination, with just one creative execution across many pages and sites. An online bookmaker can show the latest odds for a football team's next match on a page with a news story about that team – when the news story changes to another team, the ad automatically updates to show odds for that team.

It means that you can dramatically increase the appeal of your ad spaces to showcase the right offers, therefore increasing the likelihood of a response.

In the competitive online travel market, the rise of low-cost airlines has meant that "flag-carrier" airlines have had to respond by demonstrating the advantages of paying a little extra for a full service between major airports. For British Airways' agency iTraffic, Connextra built a solution which could clearly demonstrate the "something extra", wherever the ads might appear.

Connextra worked with the global online listings provider WhatsOnWhen, who had prepared a microsite for the purposes of the British Airways campaign. Our technology would first read the page and analyse the story, then dynamically generate the advert to show the relevant British Airways flight offer alongside current details of forthcoming events from WhatsOnWhen.

Two formats were executed – banner and skyscraper – with two kinds of strategy. On lifestyle sites, the ads would spot a theme on the page, and display relevant events with BA offers to the destinations closest to those events. On travel sites, the ads would identify a destination on a page, and show offers to that destination alongside upcoming events there.

Press Release