The Internet as Communication

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The Internet as Communication

• The importance of interactivity
• Implications for mix elements
• -Web-Based Advertising
• -Issues for Perspective

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Types of Online Advertising

• Banner Ads
• SideBar Ads
• Pop-Up and Pop-Under Ads
• Rich Media (Interstitials and Shoshkeles)
• Email
• Blogs and Chats

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Banner Ads
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Banner Ads

• The dominant online advertising method
• Most advertising on the Web uses banner ads.
• A banner ad is a small rectangular object on a
  Web page that displays a stationary or moving
  graphic and includes a hyperlink to the
  advertisers Web site.

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Traditional Banner Example
According to the Internet Advertising Bureau
(www.iab.net), the standard banner size is 468
pixels wide and 60 pixels high.  This takes up
approximately 10 of a normal sized web page. 
There is enough room for text, graphics or
animation.
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Banner Ads

• Most advertising on the Web uses banner ads.
• A banner ad is a small rectangular object on a
  Web page that displays a stationary or moving
  graphic and includes a hyperlink to the
  advertisers Web site.
• Banner ads have standard sizes, but in the last
  couple years people have tried all different
  sizes and placements. Here are examples

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Most Popular Ad Sizes
Measured by the number of creative elements 
Week of November 14 - 20, 2005
Source http//www.netratings.com
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Other Banner Forms

• Buttons typically 120 x 90 or 120 x 60

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Other Banner Forms

• Mini/Micro Buttons 88 x 31The most underrated
  of banner ads. Used properly, they are every bit
  as effective as full banners in delivering the
  message.

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Other Banner Forms

• Rectangle 336 x 280 or 180 x 150

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• On this page you can see a narrow strip for
  Netscape at the top, a standard banner ad, a
  square AOL ad mid-page, and four smaller ads
  along the bottom.

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• The orange ad in the upper right is 250x250
  pixels. Ads this size or larger can be found
  within the text of articles in some cases. They
  act like magazine ads that break up the text to
  get more attention.

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• On this page there is a round WSJ button up top
  along with ads for Casio, Ubid and Radio Shack
  along the side. At the bottom there are tiny ads
  for four money sites along with small ads for
  CareerBuilder.com and WSJ.com (the ad is even
  sponsored!)

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Pull-Down Banner Ads

• When you slide your mouse over the ad, you
  receive a pull-down screen you can interact with.

http//www.pointroll.com/adgallery/demo/teaser.asp

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Pull-down Banner Ads

• Pull-down banner ads have appeared on some sites.
  
• Their operation varies depending on the site.
• On some, when you mouse over the banner ad, it
  expands to fill much of the page.
• On others, the banner ad is expanded initially,
  then shrinks to normal size after several
  seconds. Here's an example of one that shrinks
  after several seconds

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• When you first enter the page, the banner ad is
  large...

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• ...and then shrinks to a normal size (note that
  this site is using oversized banners at 725x70
  pixels, and the width of the site is built around
  its banner ads). Buttons on the ad let you
  re-expand it if you choose to.

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Banners on Caffeine

• Expandable Banner put your mouse over the
  banner and watch it expand a.k.a. FatBoy
• http//demo.eyeblaster.com/CreativeShowcase/feb_05
  /redlobster/redlobster.htm
• Foldover - expands up to half the size of the
  window when initiated by the user. Advertisers
  can deliver multiple layers that can contain any
  combination of messaging and imagery.
• http//www.pointroll.com/ShowCase/ShowCase.asp

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Banner Ad Placement

• There are different ways to arrange for other Web
  sites to display your banner ads.
• 1) A banner exchange network coordinates
  ad-sharing so that other sites run your ad while
  your site runs other exchange members ads.
• 2) The second way is to find Web sites that
  appeal to one of the companys market segments
  and then pay them to carry the ads.

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Tested Extensively
For these banner ads, which background color led
to the highest click-through rate?
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More on Banner Ads

• http//www.bannerreport.com/html/gallery.php
• http//www.iab.net/standards/adunits.asp
• http//www.addesigner.com/samples.shtml
• http//www.crecon.com/newbanners.html
• http//www.boliviaweb.com/textads/default.asp

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SideBar Ads
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SideBar Ads

• A sidebar ad (also known as a skyscraper ad) is
  similar to a banner ad, but it is vertically
  oriented rather than horizontally. Because it is
  vertical, the height of a sidebar ad can often
  reach 600 pixels or more, and sidebars are
  generally 120 pixels wide.
• A sidebar ad has more impact than a banner ad for
  at least two reasons
• A tall sidebar ad is two-three times larger than
  banner ad
• You cannot scroll a sidebar ad off the screen
  like you can a banner ad. With a sidebar ad, the
  ad is with you much longer.

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SideBar Ad
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CNN has experimented with streaming sidebar ads,
as shown here
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SideBar 120 x 600
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Pop Up and Pop-Under Ads
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Pop-Ups and Pop Unders

• Another format of Web advertising is the pop-up
  ad, or daughter window.
• A pop-up ad that appears in its own window when
  the user opens or closes a Web page.
• Another type of pop-up ad is called the
  pop-behind ad, or pop-under.
• The window is parked behind the user browser
  waiting to appear when the browser is closed.

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Pop-Ups

• Ad that appears in a separate window on top of
  content already on-screen
• Designed to get your attention for a few moments
• Can be effective for branding although some
  people find them irritating

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Pop-Up Ads
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Pop-Under (Behind)

• Ad that appears in a separate window beneath an
  open window
• concealed until the top window is closed, moved,
  resized or minimized.
• Can be irritating but often have high recall

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Pop- Under Ads
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Rich Media Ads
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Rich Media

• Catch-all term for online advertising
  technologically enhanced by motion, sound or some
  sort of interactive element.
• Allows online ads to approach television in
  dynamic terms designed to catch the eye,
  distract or intrude
• They can float above content, animate, integrate
  video, a jingle, and include interactive elements
  like pull-downs for more information or content
  tailored to a user profile
• Is becoming the de facto standard

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Interstitial/Superstitial

• Ads that appear while a publishers content is
  loading. Also known as transition ads,
  intermercial ads, splash pages and Flash pages.
• An interstitial is usually designed to move
  automatically to the page the user requested
  after allowing enough time for the message to
  register or the ad(s) to be read.
• All interstitials have in common the use of
  unused space and time online, where an ad is
  shown while the user is waiting for the next
  expected action.
• Trademarked as Superstitial by Unicast
• Examples
• http//www.focusin.com/interstitial_demo/6679036/
• http//www.viewpoint.com/pub/advertising/gallery_t
  ransitional.html

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Interstitial/Superstitial

• Advantages
• The ad creative uses "dead time" to show an ad
  message, at a time when the site visitor is on
  hold and attentive to the message that appears.
• Their ability to incorporate sound and video.
  Many sites that accept interstitial ads can take
  them in a form reminiscent of TV ads.
• Disadvantages
• The "dead time" is not necessarily dead time.
  They tend to slow the arrival of the page they've
  requested. And this translates to annoyed users
  -- users, moreover, who might "blame" the product
  or service advertised for their annoyance!
• While they can attract a lot of attention, this
  does not always generate a large number of
  clicks.

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Shoshkeles (Floating Ads)

• Ads that appear when you first go to a Web page,
  and they "float" or "fly" over the page for
  anywhere from five to 30 seconds. While on the
  screen, they obscure view of the page you are
  trying to read, and often block mouse input as
  well.
• http//www.eyeblaster.com/website/new_archive/2003
  /september_03/Verizon_NiceShot_on_Citysearch/Veriz
  on_Launch.htm
• http//demo.eyeblaster.com/Europe/OfflineDemo/show
  case405/Universal_McCann_115109.htm

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Shoshkeles (Floating Ads)

• Ads that appear when you first go to a Web page,
  and they "float" or "fly" over the page for
  anywhere from five to 30 seconds. While on the
  screen, they obscure view of the page you are
  trying to read, and often block mouse input as
  well.
• Floating ads are appearing more and more
  frequently for several reasons
• They definitely get the viewer's attention. They
  are animated. Many now have sound. Like TV ads,
  they "interrupt the program" and force you to
  watch them. They can take up the entire screen.
• From a branding standpoint, they are much more
  powerful than something like a banner ad or a
  sidebar ad. They cannot be ignored.
• They have a high click-through rate, averaging
  about 3 percent (meaning that 30 people will
  click through for every 1,000 impressions).

Example shoshkeles
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New Types of Rich Media Ads

• Full Page Overlay ad appears layered over web
  page
• http//www.eyeblaster.com/website/new_archive/2003
  /september_03/Hulk_FullPage_on_Blackplanet/Hulk_La
  unch.htm http//demo.eyeblaster.com/Demos/alien_p
  lanet/launch.htm
• Polite Banner flash banner that allows large
  file size
• http//demo.eyeblaster.com/Europe/OfflineDemo/colg
  ate/start.htm
• Commercial Break full-page ad appearing between
  2 web pages - http//www.eyeblaster.com/website/ne
  w_archive/2003/september_03/AlaskaAirlines_NYTimes
  /AlaskaAirlines_Launch.htmhttp//www.eyeblaster.c
  om/products/rich_media_formats/commercial_break.as
  p
• Video Strip - shows a strip of video in the
  banner space -- with a rollover or click, the
  banner expands to seamlessly reveal the video
  with accompanying audio in a full-sized panel
  http//demo.eyeblaster.com/Demos/VideoStrip/VideoS
  trip.htm
• Video Clip Module - combination of a single
  content clip with one or more video advertising
  opportunities before, during and/or after the
  VideoClip content http//demo.eyeblaster.com/Demo
  s/videoclip/levis/start.html
• Wallpaper - takes the place of a Web page's
  background and plays for a set duration
  http//www.eyeblaster.com/knowledge/rich_media_fo
  rmats/wallpaper_ad.asp

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E-mail Ads
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E-Mail is King!

• E-Mail is the most popular activity online used
  by 96 of people online
• 2002 e-mail commercial solicitation volume was
  22.5 billion messages by 2006 volume was 250
  billion (direct mail 90 billion pieces)

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E-Mail is Different

• E-mail is NOT just like direct mail!
• How is e-mail different from direct mail?
• Direct mailers purchase mailing lists and send
  their offer but, if done with e-mail, youre
  labeled a spammer
• E-mail has higher response rates
• E-mail is far cheaper than direct mail

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E-mails Rapid Growth 01 to 02
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E-mail As A Viral Marketing Tool
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The 5 Parts of an E-Mail
2. From Line

• From Sample E-Mailer mailto
  you_at_yourdotcom.com
• Sent Tuesday, October 7, 2003 321 PM
• Subject Heres YOUR Chance to Win a
  One-of-a-Kind Dream Vacation
• Now is YOUR opportunity to Win a One-of-a-Kind
  Dream Vacation
• http//www.url.com
• Ever sail the azure waters of the West Indies?
  Explore fairy tale castles of the Bavarian Alps?
  Now you can thanks to the travel guidebook
  writers and experts at 12Degrees who specialize
  in creating customized vacations of a lifetime!
  To find out how you can enjoy the custom trip of
  your dreams, visit today
• Our Privacy Pledge 12Degrees will use your
  personal information solely for the purpose of
  enhancing your experience with our site. We will
  not sell, rent or trade your personal information
  to third parties. For more information please
  review 12Degrees Privacy Policy.
• Your unforgettable getaway can be valued as
  high as 15,000! And there is absolutely no
  obligation, so visit today! http//www.url.com

1. Subject Line
3. Introduction

• Body Copy

5. Call to Action (Close)
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E-Mail Marketing Advantages

• Direct communication with prospects and customers
• Interactivity
• Response can be immediate
• Eliminates time and place restrictions
• Lower costs (.01 - .25 per e-mail compared with
  1 - 2 for traditional direct snail mail)
• Very Effective (Targeted qualified leads on a
  one-to-one basis)
• Speed
• Less complicated to produce

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E-Mail Marketing Disadvantages

• Negative Image (Clutter)
• E-mail filtering systems
• Changing e-mail addresses
• Increased e-mail volume can hurt efforts of
  legitimate marketers
• Easily eliminated (deleted)

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E-Mail Strategy

• Unsolicited e-mail is often considered to be
  Spam.
• But, sending e-mail messages to Web site visitors
  who have expressly requested the e-mail messages
  is a completely different story.
• A key element in any e-mail marketing strategy is
  to obtain customers approval before sending them
  any e-mail that includes a marketing or
  promotional message.

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Permission Based E-Mail

• Defining Opt-In - Opt-Out and Double Opt-In
• Opt-in (Permission-based) means that a person
  must take an explicit action to receive your
  email, possibly by responding to a statement on a
  web sign up page or during a "check out" such as
  "to receive periodic email with special offers
  and information, please check this box." Unless
  people deliberately check the box they are not
  signed up and will not receive any email.
• Double opt-in is as the name implies a stronger
  version of opt-in. People who check the box
  receive an email follow-up asking them to
  confirm. They must then either respond to the
  email or click through to a web page and restate
  their participation by clicking an "I accept"
  button on the site.
• Many privacy organizations are advocating double
  opt-in as the recommend way
• Another method is to combine opt-in with a
  welcome email that clearly states what the
  recipient has signed up for and make it simple to
  unsubscribe in case there is an error or change
  of heart.
• Opt-Out is the opposite of opt-in. The box on the
  web page would already be checked and the
  statement might read "We occasionally send email
  with special offers and information. Please
  uncheck this box if you do not wish to receive
  these emails."

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Goals of E-Mail Marketing

• Finding an interested audience
• Develop a compelling offer to target that
  audience
• Use for customer relationship management (CRM)

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10 Rules for Successful E-Mail Marketing

• Send e-mail only to those who have opted-in to
  receive it.
• Always honor user requests to opt-out.
• Make it simple and include a URL on every message
  to allow the user to opt-out.
• Confirm everything by e-mail the initial opt-in,
  orders, shipping notification and changes in the
  customer profile.
• This helps the problem of false information
• Allow users to specify their preferences
• What kind of information do they want to receive?
  How often?
• Provide value to the audience
• Deliver real value to the recipient with every
  e-mail message

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10 Rules for Successful E-Mail Marketing

• A list is an asset that only you can use do not
  sell or rent it
• Rather, allow the users to opt-in to receive free
  offers from your partners.
• Develop and post a privacy policy for your site
• It reinforces how valuable they are to you and
  reminds them that there are real, live people
  behind the scenes of your Web site
• Respond to customer e-mail inquiries promptly
• Dont use rented lists (unless users have opted
  in for your mailings via your partner)
• Always remember the network effect.
• Bad news travels much faster than good on the
  Internet remember, the customer is in control
  an angry customer can broadcast bad
  feelings/experiences by creating an I Hate You
  web site, e-mailing their friends, posting it to
  message boards, etc.

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Blogs and Chats
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Chat Rooms

• Virtual meeting ground
• Free addition to a business site
• Allows advertisers to cycle through messages and
  target the chatter again and again
• Advertising can become more thematic
• More effective than banners
• Used for one-to-one connections

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Blogs

• Consumer driven diary of product usage
  experiences and
• Can monitor for information
• Used in Political campaigns
• Have become very popular
• Positive image enhancements
• Not a lot of research on effectiveness, however

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Ad Type Popularity
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Issues for Perspectives

• For marketers
• Need better ways to track influence of
  communications!
• Site-centric (log files, click-stream)
• Consumer-centric (cookie files, behavioral data)
• Loss of control? C2C communications
• For consumers
• Mediums effect on search, choice, memory,
  satisfaction
• For Policy Makers
• User control and spam
• Local legislation and global reach
• For Technologists
• Enhancing preferences though customization/person
  alization