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When advertising loses its context

February 22, 2008 · Posted in india online advertising 

While reading ContentSutra the other day, I noticed the TravelGuru banner on the right sidebar. And couldnt help wondering how out of context the banner was - in terms of time.

Time based contextual ad campaigns are effective - but only at the relevant time. Outside of the time window, they hardly make sense. Just like this one. I guess, TravelGuru took the easy way out.

tguru2.jpg


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3 Responses to “When advertising loses its context”

  1. Vikas on February 22nd, 2008 7:29 pm

    Funny. I noticed it recently as well and blogged it - http://v-slog.blogspot.com/2008/02/contextual-ad-messages.html. Out of context can actually be quite effective, given the ad clutter we see, but this one is just laziness.

  2. pranav on February 24th, 2008 1:16 pm

    Vikas,

    two of us noticed it — i hope this isnt TG’s intentional marketing ploy — if so, its working..after all, they got our attention, didnt they ?

    -p

  3. Srini on March 1st, 2008 2:26 pm

    Pranav & Vikas

    The banner you are referring to is served by DGM-India affiliate network. These are static banners as you know.

    TG & DGM ill normally design banners according to the time and context. But it is the responsibility of the publisher to use those banners appropriately.

    So..its not a contextual ad..!!!