INTERNET ADVERTISING

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INTERNET ADVERTISING PROMO COMMCLASS 6
Creative Issues I Different Ways to Advertise on
the Internet
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Different Ways to Advertise On the Net

• Advertising via the Web
• Advertising via E-mail Related Forms

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Advertising via the Web 1. Own Web Site

• Fundamental for most b-2-b or b-2-c marketers
• Design Functional Types
• brochureware (www.octfcu.org)
• interactive showroom (www.gm.com),
• content-rich sites (www.catchow.com
  www.cartalk.com),
• cool sites (www.barbie.com, www.disney.com)

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Advertising via the Web 2. Banners/Buttons

• Largest ad volume 29 in 2002 (36 in 2001, 52
  in 1998)
• Relatively low cost choice, appropriate for all
  (small to large) businesses
• Different sizes available, larger units
  (skyscraper, rectangle) rich media banners are
  becoming more popular
• Full banner rate (2 CPM in search engines, to
  50 in b2b sites)

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Advertising via the Web 2. Banners/Buttons

• From Static to Animated to Interactive (HTML) to
  Rich banners
• Examples http//artistdirect.com (flash-based),
  http//www.adreview.com/ http//www.l90.com/client
  _studies/nike_id_fapremier/banners/

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Advertising via the Web 3.Content
Sponsorships / Advertorials / Product Placement

• Content of the site or page is integrated with
  the sponsored message
• 18 of Total in 2002 (26 in 2001, 40 in 1998)
• Used primarily by medium to large advertisers
  popular among CPG marketers
• High cost (avg 10,000 to 500,000 month)

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Advertising via the Web 3. Content
Sponsorships/ Advertorials / Product Placement

• Examples www.carpoint.com (see Honda
  sponsorship), also visit www.i-Village.com
• an automotive ad shown in an editorial concerning
  car repair/maintenance,
• the same editorial mentioning the name of an
  engine oil brand, along with the brand ad shown
  next

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Advertising via the Web4. Classified/Yellow
Pages/Directories

• Electronic-equivalent to yellow pages or
  newspaper classified ads, print business
  directories
• 15 of volume (2002), increased from 3 (1998)
• Ad (production and placement) cost is low (e.g.,
  100 - 300) affordable by small businesses
• e.g. Classified http//classifieds.yahoo.com,
  
• Yellow Pages http//www.teldir.com/
• Directories http//www.globalyp.com/world.htm

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Advertising via the Web5. Keyword Search or
Text Links

• 4 of volume
• Ad looking like an editorial text link, when
  clicked, an ad message appears
• Ad (production and placement) cost is relatively
  low appropriate for small to medium business
• Examples https//nikkeicu.org/cu.html?pageid10

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Advertising via the Web 6. Interstitials
Rich Media Ads

• Bigger, more interactive graphic intensive
  alternatives than banners pop-ups,
  intermercials, streaming media, displayed
  independently from the site
• 10 of total ad volume (2002), most popular among
  b2b, public services, automotive, CPG marketers
• Increasingly popular due to branding potential,
  TV-like experience, ease of integration with TV
  ads

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Advertising via the Web 6. Interstitials
Rich Media

• Problems
• Bottle neck in the adoption of high bandwidth
  access causes slowdown in growth
• Technological challenge, reluctance among
  publishers due to negative consumer perception,
• Examples http//www.la.com,
• http//www.adcouncil.org/rich_media/ondcp_rich.htm
  l

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Advertising via the Web 7. Other
Advertising Forms

• Layer/Floating Ads (www.travelocity.com)
• Expandable ads (e.g, by PointRoll, BlueStreak)
• Toolbars, Bookmarks, Cursors

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Advertising via E-mail (4)

• Ad-supported e-mail services
• offer free e-mail access for viewing advertising,
  targeting available (e.g., www.hotmail.com,
  www.juno.com)
• Discussion lists, e-mail newsletters, e-zines
  (daily, weekly, monthly)
• targeting opportunities -- (e.g., www.o-a.com,
  www.markwelch.com, www.forrester.com)
• Email Games (www.yoyo.com)
• Direct E-mail

Note may refer to the hyper-linked examples
(examples subject to expiration anytime) and try
to find an example of each on your own
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Choosing the right form(s) -- will depend on

• Goals (brand building, direct response, traffic
  building)
• Available budget
• Breadth of target, consumers Internet use
  behavior
• Creative/technological sophistication required
  (level of product interest)

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Recommendation

• For brand building, larger banners, rich media
  ads, content sponsorships, own site
• For direct response goals, any type is good
  banners and sponsorships more costly alternative
• For traffic building, keyword search.text links,
  and email, banners