NewswireToday - /newswire/ -
London, United Kingdom, 2010/06/25 - Online contextual targeting company Grapeshot was highly commended in the media category at this year’s NMA Effectiveness Awards. The annual event, held this evening at the Grosvenor Hotel in London, demonstrates and promotes the quality of new media.
The media category is open to entries from both the online arms of traditional publishers and pure-play interactive operations. The main revenue streams of projects entered had to be advertising, sponsorship or subscription. Grapeshot’s entry demonstrated how targeted advertising can lead to improved results for both advertisers and sites.
Grapeshot delivered targeted advertising to a new ‘Related Media’ ad unit on Incisive Media’s IFAOnline site. This unit allowed advertisers to show prime marketing content that is usually hosted on their website.
As this is prime advertising space, it was key to match the ads with the right content. Grapeshot places the advertising in the perfect context for the user pairing it to the article on the page. The product was a hit with Incisive Media, winning them a new performance-based revenue stream from 41 advertisers showcasing their related media, without any need for marketing or PR.
John Snyder, CEO at Grapeshot, said, “Being highly commended is a great result and testament to the power of Grapeshot’s leading-edge technology. Developed at Cambridge University it delivers advertising that is relevant to what consumers are thinking about at that moment, without any need to track them to other sites. The results are better click through rates, greater revenues for publishers and sales for advertisers.”
Grapeshot (grapeshot.co.uk) specialises in real time automatic contextual and user keyword retargeting. Grapeshot's unique and sophisticated search algorithms developed at Cambridge University give online publishers the ability to dramatically increase their page yields. Grapeshot has solutions for display advertising, e-commerce and editorial infrastructure projects. Current customers include: IBM, Virgin Media, VeriSign, Jumptap, Incisive Media and Johnston Press.