SEATTLE: Amazon, the online retail giant, is said to be considering a variety of potential advertising options linked to the Kindle, its pioneering electronic book reader. 

A number of applications made by the company to the US Patent Office since 2006, and which outline how it could integrate ads with the "ebooks" available on the device, have been published in the last month.

MediaPost reports that one idea that could be pursued is to include targeted ads linked to relevant points in the text, such as promoting hotels in the city or country where a novel is based.

Such a strategy might allow brand owners to insert links to web portals in their ads, which could ultimately allow them to measure "clickthroughs" in a similar fashion as currently employed online.

Advertising executions could also be placed at various stages in each ebook, such as between individual chapters, at regular intervals after a certain number of pages, or even in the margin.

Bill Slawski, of online marketing blog SEO by the Sea, argued that it "makes sense to follow a web-based model if you have a fairly low-cost reading device that connects to the internet."

Another outcome of this approach could be to make the Kindle available to consumers at a lower price if they agree to receive a certain number of ads within a set timeframe.

Data sourced from MediaPost; additional content by WARC staff