The Obvious Value of Local Ads in Context

A reader is sitting at home at dusk reading an article on her local newspaper’s web site. She’s looking for the feature where the food editor offered some new ideas on cooking with fresh thyme. Scanning the page, she notices a box on the same page that offers a link to more information on herbs. That’s Add Context in action.

But, along with that link there are also ads for

»	local cookbook retailers
»	a grocery selling fresh herbs
»	local kitchen stores
»	a neighborhood garden center

That is also Add Context in action, harnessing the power of contextual commerce for local retailers.

Few local news web sites today offer local ad buyers any type of contextual commerce, despite millions having been spent on technology to make it possible. Add Context, finally, will make contextual commerce not just possible, but practical for the advertisers on local web news sites.

Local web sites can have powerful appeal to area marketers. Readers visiting these sites have a natural interest in local content, both advertising and editorial.

Expanding the Power of Context

Leapfire’s goal is to combine this compelling local interest with its software’s ability to put messages in context to what’s being read. With this technology, every news web site–large or small–can become a serious marketing consideration for almost every business.

Add Context offers readers useful information in context to what they are interested in at the moment. This drives qualified leads into Yellow Pages and offers from searchable ad databases, providing real, easy-to-see value to local retailers.

Keep in mind that Add Context can target more than text links. Add Context can also deliver pop-ups or display ads in context to the editorial. Because these messages are reaching the right audience, what was once seen as annoying clutter on the screen can be viewed as useful.