In addition to search ads and native ads, Swoop saw a third way to

Banner ads have been more than 20 years of history, the 20 years of banner advertising has not much substantial development-they continue to hang on the site, occupy the pages of valuable space, like a nail home for a long time unwilling to leave.

On the other hand, users have a strong immunity to banner ads. In addition to shaking hands, they generally do not go to point banner ads on the site, when browsing the content of the site, has already been trained a pair of automatic shielding advertising function of the titanium alloy eye.

Banner ads are annoying, the click rate is not ideal, on average less than 0.1%. But in fact, the original inhabitants of the World Wide Web have a demand for advertising, for example, I am reading a novel on the Internet, the author of the next Snow beer with fried chicken Two together chew is the best, I would like to have a KFC fried chicken beer ads, directly click on the net to buy, and so I read the chapter, Maybe I'm already eating beer and fried chicken.

The advertisement at this time is much like a content. The difference between advertising and content--other than marketing purposes and excess packaging--is another factor in who the audience is. Vulgar point, the male root of the pill ads for a female netizen will be very annoying ads, to a side of the internet while risking sweating middle-aged uncle, perhaps is some kind of consumption content.

Internet advertising is too easy to expose, so they often disguised as content, inducing users to read consumption-but "camouflage" means that you ultimately "not" a content, to find the right audience to try to make the ads "translate" into content. In fact, many electric operators in a variety of recommended algorithms to the potential user ads, but because the recommended algorithm is too bad, often have the feeling of force too fierce. For example, Amazon, six months ago I just accidentally dot a comic merchandise, it has been dead do not face repeatedly recommended me a pile of new books on the shelves, completely ignoring me is not a two-time dead house of the fact.

Many people may think that finding the right audience is actually the equivalent of narrowing the scope of advertising, the four words to "advertise" is not a hit face. This is of course also a problem, but in order to change the effect of advertising, businesses can also make certain sacrifices and trade-offs. If I am a wayward business, is not want to let the male root of the pill ads only appear in middle-aged uncle eyes? I want to let this trademark also can let the female netizen see, increase the popularity, at the same time do not let those who originally is not the advertisement audience of the user feel uncomfortable, what should I do then?

Foreign advertising service provider Swoop came up with a new way of advertising, they try to "deliberately look for the right audience to put ads" to "in the right scene + appropriate time to display ads." The start-up company, founded in 2012, has just received $2.1 million trillion in financing, with a total financing amount of $13.4 million trillion.

What swoop do is simple: Use the machine to automatically read the text content on the site, and then add the relevant links to the specific text next to it. For example, there's a recipe site that teaches people how to cook, one of the recipes said braised lion head need pork, quail eggs, horseshoe and other raw materials, swoop can automatically in these raw materials after the connection, the user mouse to move above, will emerge a small window display advertising information, click the link will point to the specific purchase of pork website. It looks like the following, followed by a colored link behind the black text.

Add an ad link to the back of the content, it seems simple, but there is some truth in it: through text recognition, in the context and timing of the display of advertising links, then the ads are likely to be some user requirements, such as the previous mention of the beer and fried chicken examples. Swoop makes ads appear when users may need it, which is like searching for ads. Google's search ads are in search results next to the relevant advertising links, and search is the user initiative to the Internet to ask for information, so the search ads are likely to be users need to consume content, their click rate is much larger than banner ads, in 2.5% or so. Of course, a certain degree directly in the search results Riga advertising practices and Google is completely different, not in the scope of discussion.

Search ads make a lot of money, but the exact contents of the search results are provided by various websites, which may seem a bit unfair. Swoop's method just can make up for this unfairness, the website provides the content at the same time can through the link part advertisement, earns the profit. On the other hand, for advertisers, advertising has become simpler: as long as the swoop to provide some advertising keywords, swoop can automatically link the ads to the appropriate content of the site, while the advertising effect is not necessarily worse than the search ads.

Swoop the real advantage is that the use of technology to divide the content of the site into a lot of small parts, each part of the content is automatically identified and associated with the corresponding ads, so as to ensure the effect of the same time, so that the cost of processing advertising has become very low.

When it comes to advertising and the transformation of content, primary advertising may be the best. But native ads need to be deployed on the right platforms (such as Facebook, Twitter, Weibo), to some extent limiting the development of native advertising. More importantly, the original ads because they want to direct the ads to the user benefits of content, advertising deployment costs much more, people need to spend more time to come up with a native advertising program, or spend some resources to maintain the advertising account. This point on swoop compared to the original advertising is an advantage, swoop advertising is mainly the machine to do things, can be widely spread.

People's current view of internet advertising, most of it is "search advertising props up a day, and the future will be the original ads." In addition to the search ads and the original ads, swoop this seemingly obscure way of advertising, I think it is also worthy of attention. Of course, if the Internet is full of such short link ads everywhere, it seems ...