With the rise and competitiveness of online marketing, contextual marketing provides additional avenues of consumer reach. Contextual advertising applications scan the content of a Web page and automatically select and display ads that have keywords closely matching the subject of the page. In developing contextual campaigns, we carefully select key words and develop ads with copy and graphics that will appeal to select target markets. The challenge is to create focused messaging that will effectively convey our client's value proposition and appeal to those who are referencing relevant Web content.