Shore Report Sees New Models Emerging For Monetizing Content Using Contextual Ad Techniques

Updated on Monday, November 10th, 2003 at 12:00 am

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Shore Report Sees New Models Emerging For Monetizing Content Using Contextual Ad Techniques

WESTPORT, Conn., Nov. 10 /PRNewswire/ — A new report released by Shore
Communications Inc. reveals how the techniques developed for contextual online
advertising by Web search engine companies can be adapted to promote major new
revenue streams for premium content companies. The report proposes business
models for monetizing content that build on the underlying success of the paid
links services offered by providers such as Overture and Google, but are
appropriate to the B2B publishing community and adapted to the realities of
how professionals use premium content in their daily work.

"Whether to monetize content assets by charging fees or subsidizing with
advertising should not be an either/or question," said report author Janice
McCallum, a Senior Analyst for Shore. "The field is wide open for the delivery
of content using contextual ad techniques in specialized portions of the B2B
segment. Innovative content marketing companies can work with technology
companies serving professional markets to create contextual content-serving
tools that can reach specific professional communities. Publishers should
seize opportunities to create new versions of their content for highly
targeted audiences using a flexible range of delivery models."

The 13-page report, entitled "How Publishers Can Profit From Contextual
Advertising Models," covers the evolution of contextual advertising, using ad
placement techniques for contextual content placement, business models for
leveraging contextual high-value content, optimizing content monetization
models, the values of contextualization to promote both free and paid content
and key techniques for creating context for premium content. Further details
on the report and its purchasing options may be found at the following
Internet Web address:
http://www.shore.com/research/current/reports/SCI200303.html

ABOUT SHORE

Shore Communications Inc. is a leading research and advisory service
focusing on organizations that develop, purchase and use professionally-
oriented content and the technologies that facilitate its use in individual
and collaborative environments. Shore focuses on the complex interplay
between content, technology and people that creates value for organizations
and individuals in today’s marketplace. Shore’s research, commentary, private
consulting and confidential advisory services provide valuable insights into
the products, practices and behaviors that maximize the value of content and
related technologies through all stages of its creation, organization,
marketing, deployment and use.

For more information about Shore and report purchases, please contact John
Blossom at 203.226.9488, jblossom@shore.com, or visit
http://shore.com/us/resources/press/.