Web Ads &

Advertising
Presented By
Irma ZavaIeta
385E Information Architecture
FaII 2004
What is Web Advertising?
Web advertising is the action of promoting your
website using online advertising tools,
techniques and methods proven to get the
results you are looking for.
It is used simultaneously as online advertising.
Online advertising is basically the action
of actively promoting your new
business.
"The signposting should give a concise and
accurate idea of what they can expect to find when
they get there with that precious click. What
happens after that, is another matter. "
-Zsolt Kerekes, is the editor of STORAGEsearch
Definition: Ads-On-Q (viewed 9/25/04). http://www.quiconnex.com/channel/item/5742
Statement: Kerekes, Z., (viewed 9/25/04) Web Advertising as Signposts. Marketing Views. http://www.marketingviews.com/webadsassignposts.html
Advertisement: Marilyn Monroe Discovers The World's Most Glamorous Make-up...From The Westmores of Hollywood. 1952: Westmore Hollywood Cosmetics: Tru-Glo Liquid
make-up; Life Magazine
Web Advertising Principles
W Keep ads for outside companies on the
periphery of the page
W Keep ads as small and discreet as
possible relative to your core
homepage content
W f you place ads outside the standard
banner area at the top of the page,
label them as advertising so that users
don't confuse them with your site's
content
W Avoid using ad conventions to
showcase regular features of the site
Nielsen, J. and Tahir, M. (2002) Homepage Usability: 50 websites deconstructed. p. 29
Advertisement: "Honeymoon dreams came true...on our White Empress cruise to Europe." 1951: Canadian Pacific: Time
What Type of
Web Advertisements Are There?
W anners
(static, animated and interactive)
W nterstitial
(pop ups and similar pages that
interrupt the user)
W #ich Media
(Advanced technology, incorporating
video, audio, animation and photographs)
W Sponsorships, events and corporate
sites
W Opt-ins
(forms, newsletters push technologies)
W Viral marketing and email campaigns
W Spam, malware and cookies
arnet, N. (viewed 9/25/04). Web Advertising: An Overview. www.int-evry.fr/lfh/ressources/ads/webad/webad.PPT
Advertisement:: The air is yours... use it to hurry home to your family. 1949: United Aircraft Corporation. Collier's
A Tidbit on Pop-Ups
W Pop-ups are the single biggest annoyance on the nternet
Yet pop-up advertising is growing faster than any other form of online advertising.
++Any survey we've seen shows that users dislike pop-ups more than almost any
other ad format,'' said David Hallerman, senior analyst at marketing-research firm
eMarketer. ++ut] we see online advertising growing 25% this year, and ad ware]
surpassing it by 10%.''
%op pop-up/pop-under advertisers for May 2004
LowerMyills.com
Netflix
Apollo Group
Orbitz
nterActiveCorp
American Express Company
Travelzoo.com
Cendant Corporation
Classmates Online
%op sites for pop-up/pop-under ads for May 2004
CNN
ESPN.com
MSN
Yahoo!
The Weather Channel
Excite
The New York Times
Classmates
MSNC
CS SportsLine
NOTE: All online advertising data exclude house ads, which are advertisements run on an advertiser's own Web property.
Source: Nielsen/Net#atings Ad#elevance
Oser, K. (6/28/04) "Mayhem to be found with pop-ups. Advertising Age: Vol. 75 ssue 26, p51
ow Do Advertisers Pay For t?
W #ates are quoted in cost per thousand
(CPM), meaning the cost for every thousand
times the ad is served;
Each time an impression (someone sees the
ad on a site) is said to have occurred.
W Type of Ads uys
#un-of-Site
Specific Pages
Keyword Searches
Targeted Users
Tauber, D. and Kienan, . Webmastering For Dummies. 2
nd
Ed. P. 308, 311-312
Advertisement: Mrs. America goes Greyhound! 1954: Greyhound: Saturday Evening Post
Ad Buys: Understanding Them
W Pay-For-Placement (PFP)
As long as you bid the top two or three positions, you are
guaranteed to be displayed in the top of the results for
the search engine and its partners
W Pay-For-nclusion (PF)
A search engine includes your website pages in its index
in exchange for payment, generally six months to one
year. This does not mean your page will appear in the
top position
W Google Adwords
Keywords you pick for your site are matched against
those products or services people have expressed an
active desire to get information on
Thurow, S. (2003) Search Engine Visibility. P. 159
Stone, . (2003) logging: Genius Strategies For nstant Web Content. P. 196 (for Google Adwords)
The Battle For 8pace
W Paid search results are the hottest
business on the Web, so it's little
surprise the two titans of search are
colliding
Google's revenues were $390 million in the first
quarter, up 118% from a year ago
Yahoo moved into the business forcefully when it
acquired a paid search company called Overture
last year
W The hottest spots include the home
pages of the ig Three: Yahoo, MSN,
American Online
Marketers generally buy the home-page ad for 24-
hour periods
Space on these sites they may have to be booked
up to a year in advance
ooIIey, Scott. (6/7/04) "No More Nice Guys." Forbes: Vol. 173 ssue 12, p62
A New Form Of Web Advertising: Adware
W Adware is an advertising supported software that is
available for free and in exchange displays
advertising banners within the software interface
nstead of you having to pay for the software, the company creates
revenue by selling advertising space in the software product
Adware will usually install additional third party components on your
system and may exchange statistical data with a remote location
over the internet
Usually, taking advantage of these free products involves providing
some information about yourself that is used to target content and
measuring effectiveness on behalf of paying advertisers
Definition found athttp://www.webattack.com/Adwarepop.html
Elgin, . (6/28/04) "Guess What -- You Asked For Those Pop-Up Ads. usiness Week: ssue 3889, p94
Adware: The Controversy
So, what's the big deal?
W Proponents argue that by monitoring a user's Web
surfing, the technology can serve up ads that are
relevant and timely
They pooh-pooh fears that adware invades privacy,
saying they keep no records or profiles of customers
on their computers
W oth houses of Congress are considering anti-
spyware legislation. They may draw guidelines for
appropriate adware practices as well
The state of Utah passed a tough law in March that
would ban spyware outright, along with most forms of
adware
Several companies, from Hertz and Wells Fargo to
L.L. ean, angered by pop-ups from competitors
appearing on their Web sites, are suing the adware
vendors and, in some cases, the advertisers
themselves
W Several studies show that between 60% and 90%
of people with adware on their machines aren't
sure how it got there or are confused about what it
does
MuIIaney, %. (6/28/04)"CIaria: %he Napster of Pop-Up Advertising?" usiness Week; ssue 3889, p96
Advertisement: For Men Only "The Chicago Executive." 1954: United Air Lines
8o ow Does This 8tuff Get n Your
Computer n The First Place?
W You give it permission to install
itself;
W You visit a web site to get a new
utility you've seen favorably
reviewed, download and install it
W You're just Googling around for
information and find your way to
an odd web site that wants to
show you something interesting,
but requires permission to run
Advertisement: Fada: Television of Tomorrow Today! 1948: Fada Radio & Electric Co., Inc. New York Weekly Telegram
The Effects of Phising and 8poofing
on Web Advertising
W "Phishing and "spoofing occur when scammers
dupe Web users into divulging account and other
personal information by pretending to represent
known brands
W How can a marketer deal with phishy e-mail and
spoofing scamsters?
adopt technology that certifies legitimate mail
incorporate toolbars that warn users that they may be
entering shady parts of the nternet
W Auction site eay (EAY) has one that stays green
when users are on eay, goes gray when they leave the
site, and sends out a pop-up message when they
stumble onto a known spoof site
use software that can help companies react when
targeted by tainted mail, blunting the damage to
customers.
Check with your nternet service providers
W Some are developing so-called "black lists" that block e-
mail from known spammers. n the future, these could be
turned into "white lists," so that only e-mail that has been
verified from legitimate sources makes it through
Stone, A. (6/22/04) "Tangled in the Phishing Lines. usiness Week Online: pN.PAG, 00p
Advertisement: $15 A DAY #EVENUE!--#ail Officials Were Gleeful. 1945: Milwaukee #oad; Freight Service: Des Moines #egister
The Problems With Phising and 8poofing
on Web Advertisers
The problem with implementing
many of today's available security
solutions:
W slower online communication
W more expensive for the advertiser
W more cumbersome for users
Marketers should never ask for
personal information nor link to a
page that asks for personal data
For now, the best defense for
marketers is strong and consistent
branding, so customers can tell
the difference between a real e-
mail and a phishing attack
Stone, A. (6/22/04) "Tangled in the Phishing Lines. usiness Week Online: pN.PAG, 00p
Advertisement: "and... promise to keep that schoolgirl complexion." 1927: Palmolive Company. Good Housekeeping
What Can Do To Protect
Myself From Phishing?
W Don't trust e-mail headers, which can be forged easily
W Avoid filling out forms in e-mail messages. You can't know with certainty where
the data will be sent and the information can make several stops on the way to
the recipient
W Try not to click on links in an e-mail message from a company. Too many scam
artists are making forgeries of company's sites that look like the real thing
W f you go to a link offered in an unsolicited e-mail, check to see if there is an 's'
after the http in the address and a lock at the bottom of the screen. oth are
indicators that the site is secure
W f you want to do business online, don't click on an e-mail link. Go to the
company's Web site yourself and fill out information there
W #eview credit card and bank account statements as soon as you receive them to
determine whether there are any unauthorized charges. f your statement is late
by more than a couple of days, call your credit card company or bank to confirm
your billing address and account balances
W Use anti-virus software and keep it up to date
Legon, J. (1/26/04) 'Phishing' scams reel in your identity: Feds pursue culprits, warn consumers. CNN. Posted: 11:21 PM EST (0421 GMT)
Federal Trade Commission Consumer Alert. (6/2/04) "How Not To Get Hooked y A Phishing Scam.
http://www.ftc.gov/bcp/conline/pubs/alerts/phishingalrt.htm
Why Are Phishers Rarely Caught?
W The fraud can be perpetrated very quickly, and afterward, the
perpetrator can "vanish" into cyberspace
W The phony websites typically migrate from one server to another very
rapidly -- in an effort to stay a step ahead of SPs and law enforcement
W The average phishing web site is online for only about 54 hours,
according to June data from the APWG. Some sites, however, have
been able to remain online for more than two weeks before being shut
down or abandoned
W Existing federal laws do criminalize phishing -- but mainly after the
damage is done, when a consumer has already been defrauded as a
result of the phishing. Those measures include the laws against wire
fraud, identity theft, credit card fraud, computer fraud, and a number of
trade laws -- and may even encompass the new federal CAN SPAM Act
W Many phishers appear to send their e-mails from overseas, and it may
be difficult to prosecute persons who reside offshore
#amasastry, A. (8/16/04) "#amasastry: Hooking phishermen CNN.com: Posted: 4:09 PM EDT (2009 GMT)
After All This,
Do You 8till Want To Get n The Business?
It is an industry that is exponentiaIIy
growing:
W U.S. advertisers this year will spend a
record $9.1 billion on online advertising,
according to a new report from
eMarketer
W Online's share of U.S. media spending
this year will reach a record 3.4%
W y 2007, U.S. online spending as a
percent of media advertising total is
projected at $16.0 billion
Editorial. (8/16/04) "Web worth more than mere 3.4%" Advertising Age: Vol. 75 ssue 33, p13, 1/5p
Oser, K. (8/16/04) "Net pIayers say marketers stiII give eb short shrift." Advertising Age: Vol. 75 ssue 33, p8
Advertisement: Does Your Husband Look Younger Than You Do? 1951: Dorothy Gray Salon: New York Herald Tribune
Why is there such growth in
Web Advertisement?
W 75% of the U.S. population
now has nternet access at
home, according to
Net#atings
W 29% of U.S. homes have a
broadband connection,
says eMarketer
Editorial. (8/16/04) "Web worth more than mere 3.4%." Advertising Age; Vol. 75 ssue 33, p13, 1/5p
Advertisement: A World of Pleasure Follows you with an Arvin Car #adio. 1933: Arvin #adio. Saturday Evening Post
While web advertising
is important, other
investments by
marketers, like a
company's own Web
site, are often more
critical to making strong
connections with
consumers
About The Advertisements
The Ad*Access Project, funded by the Duke Endowment "Library 2000" Fund,
presents images and database information for over 7,000 advertisements
printed in U.S. and Canadian newspapers and magazines between 1911 and
1955. Please visit Duke University's John W. Hartman Center for this and other
projects, at http://scriptorium.lib.duke.edu/hartman/
W Marilyn Monroe Discovers The World's Most Glamorous Make-up...From The Westmores of Hollywood.
1952: Westmore Hollywood Cosmetics: Tru-Glo Liquid make-up; Life Magazine
W Does Your Husband Look Younger Than You Do? 1951: Dorothy Gray Salon: New York Herald Tribune
W A World of Pleasure Follows you with an Arvin Car Radio. 1933: Arvin Radio. Saturday Evening Post
W Fada: Television of Tomorrow Today! 1948: Fada Radio & Electric Co., Inc. New York Weekly
Telegram
W Honeymoon dreams came true...on our White Empress cruise to Europe. 1951: Canadian Pacific:
Time
W $15 A DAY REVENUE!--Rail Officials Were Gleeful. 1945: Milwaukee Road; Freight Service: Des
Moines Register
W Mrs. America goes Greyhound! 1954: Greyhound: Saturday Evening Post
W For Men Only The Chicago Executive. 1954: United Air Lines
W The air is yours... use it to hurry home to your family. 1949: United Aircraft Corporation. Collier's
W and...I promise to keep that schoolgirl complexion." 1927: Palmolive Company. Good Housekeeping
References
Ads-On-Q (viewed 9/25/04) http://www.quiconnex.com/channel/item/5742
arnet, N. (viewed 9/25/04). Web Advertising: An Overview. www.int-evry.fr/lfh/ressources/ads/webad/webad.PPT
Editorial. (8/16/04) "Web worth more than mere 3.4%. Advertising Age; Vol. 75 ssue 33, p13
Elgin, . (6/28/04) "Guess What -- You Asked For Those Pop-Up Ads. usiness Week; ssue 3889, p94
Federal Trade Commission Consumer Alert. (6/2/04) "How Not To Get Hooked y A Phishing Scam.
http://www.ftc.gov/bcp/conline/pubs/alerts/phishingalrt.htm
Legon, J. (1/26/04). 'Phishing' scams reel in your identity: Feds pursue culprits, warn consumers. CNN.com: Posted: 11:21
PM EST (0421 GMT)
Kerekes, Z. (viewed 9/25/04). "Web Advertising as Signposts. Marketing Views:
http://www.marketingviews.com/webadsassignposts.html.
Mullaney, T. (6/28/04)"Claria: The Napster of Pop-Up Advertising? usiness Week; ssue 3889, p96
Nielsen, J. and Tahir, M. (2002) Homepage Usability: 50 websites deconstructed. p. 29.
Oser, K. (6/28/04). "Money, mayhem to be found with pop-ups. Advertising Age, Vol. 75 ssue 26, p51
Oser, K. (8/16/04) "Net players say marketers still give Web short shrift. Advertising Age; Vol. 75 ssue 33, p8
#amasastry, A. (8/16/04). "#amasastry: Hooking phishermen. CNN.com: Posted: 4:09 PM EDT (2009 GMT)
Snapfiles.com (viewed 9/25/04) Adware Definition found at http://www.webattack.com/Adwarepop.html
Stone, A. (6/22/04). "Tangled in the Phishing Lines. usiness Week Online; pN.PAG, 00p
Stone, . logging: Genius Strategies For nstant Web Content. (2003). P. 196
Tauber, D. and Kienan, . (2001). Webmastering For Dummies. (2
nd
Ed.)
Thurow, S. (2003) Search Engine Visibility. P. 159
Woolley, S. (6/7/04) "No More Nice Guys. Forbes; Vol. 173 ssue 12, p62