How to Overcome the Stigma of In-Text Ads

march 13, 2008  10:29 am
MediaPost's Kory Kredit recently did an informal survey to gauge internet users' and publishers' attitudes about in-text advertising, and reports, not surprisingly, that "it didn't take long to discover that there was a predominantly negative stigma." According to Kredit, the primary reason was "the invasiveness of in-text ad technology. More specifically, they 'hate' the fact that the ad automatically launches on a mouse-over (when their cursor moves over a highlighted word)." Kredit suggests two simple solutions to work towards reversing the negative attitude: change from mouse-over activation to click activation and provide contextually relevant content in the in-text window.