The Skill Of The DomainersThe Skill Of The Domainers

Semantics of Advertising:

Context sensitive advertising involves placing advertisements onto the most relevant domain - one that has a name that reflects the ethos of the advertisement and vice versa. This is a particularly clever and effective method of targeted advertising: internet users are searching for a particular product and they click on the URL they think is going to lead them to the specific item they are looking for. Invariably, they have picked the wrong domain name extension - i.e. maybe they clicked on '.co.uk' when they should have clicked on '.biz', or '.net'. In a nutshell, this is what contextual advertising is all about.

If an internet user is seeking out a website about sugar products and they thought the URL they needed was sugar.co.uk when, in fact, the true website was sugar.biz - they will type in the domain name extension leading to '.co.uk' and will find, once they reach this web page, a series of advertisements about all kinds of products related to sugar - whether that is sugar beet, sugar cane, or handbags made from the fibers of sugar cane. At first, the user is probably a bit bemused but then one of the advertisements catches their interest - and they click on it: you, as the owner of this domain name parking, will now get paid a specific sum for this single click.

Opponents of Domain Name Parking:

Some criticisms are genuine gripes against the amount of Pay-Per_Click websites 'cluttering' the internet: the actual criticism is that the plethora of such sites makes it more difficult for people to find things. The other criticism may have a nugget of sense behind it. Domain name parking inflates the cost of domain names so that when a genuine business person comes to register a domain name for themselves, their choice may already be in the hands of a Domainer and to buy it from them [even if it were for sale] would be beyond the pocket of the normal, everyday punter.

Responses to the Criticism

Behind the scenes, away from the public eye, Domainers work very hard at what they do. To them, Domain name parking is a valid business model and, as such, it takes more hours than there are in a day. Contrary to popular belief, to get an internet business successfully off the ground takes a lot of very hard work, persistent and consistent effort, over many months. Anybody who tries to tell you otherwise simply has not got a successful business! Anyway, Domainers put far more on their websites than just the contextual advertising: there are all sorts of informative articles and other contextually relevant information. Just because this site is subject to domain name parking does not mean that it hasn't been developed to the most of its potential.

Personally, I think that if I landed on a page by accident as a result of me having typed in the wrong domain name extension, I would much rather see a page of advertisements than an 'Error 404, Page not Found' message. I have come across some really interesting things on some of these advertising sites that have sprung up as the result of domain name parking.
by Tony Shapiro
References and Bibliography
This article on Semantics of Advertising and Domain Name Parking is sponsored by http://www.domainzaar.com/
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