Advertising and IA

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Advertising and IA

• By Eulran Kim
• I385T. Information Architecture and Design
• Spring 2003

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The Almanac of Online AD

• 1994
• Hot Wired First Banner AD on WWW, 14
  advertisements
• http//hotwired.lycos.com/archive/
• AOL, Prodigy began accepting ad on the
  sites.United Airline, Maytag joined.
• 1995
• Release of Java Turning text only ad into
  animated one that play sounds and show videos.
• Java also baked Cookies application that
  identify users and track customers movement
  around web.

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The Almanac of Online AD (Cont)

• 1996
• Oldsmobile drove one of the first commercial chat
  rooms into cyberspace.
• 1997
• Interactive banners are introduced
• ZD net gave advertisers the opportunity to
  sponsor site content.
• Banner ads click-through rates started to drop.

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The Almanac of Online AD (Cont)

• 1998
• Pop-Up Ad became common.
• Users sought legal help to stem the flow of
  unwanted ads(Spam)
• present

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The Type of Online AD

• Banner AD
• The Rectangular- shaped graphic, located at the
  top or bottom of a web page.
• Pop-ups
• appear in a separate window on top of content
  that is already on the users screen.
• Interstitialsappears for several seconds until a
  site or page is fully downloaded.
• Con-Delaying access to intended content, Have
  to close the pop-up window to get back to
  destination.

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The Type of Online AD (Cont)

• Pop-ups
• Superstitials are pre-cashed(pre-stored).
  polite ad, because they only play when
  initiated by users and only when fully
  downloaded.
• Sponsorship
• Indirect form of persuasion that allows
  companies to carry out marketing objectives by
  associating with key content
• Limited to brand name identification and/or brief
  slogan.

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The Type of Online AD (Cont)

• Hyperlink
• to allow users to link to another site by simply
  clicking on the hyperlink
• Less space, embedded in the content itself
• Ex) Search engine http//www.google.com/search?hl
  enieUTF-8oeUTF-8qadvertising
• Webmercials
• have the look and feel of TV commercial and
  last anywhere from about 5 to 25 seconds.

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The Relationship Between IA and AD
The Purpose of Site
The Role of Advertising

• Promotion of products
  services
• Processing of business transaction

As a marketing/Promotion tool

• Provision of information data
• Creating community

As a communication tool
The successful web site with good IA
Effective Advertising
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The Relationship Between IA and AD

• Web site itself as a type of Online AD
• First form of Online AD
• Web became cluttered with commercial sites
• Building a site is not enough to reach
  Internet users/ satisfy the purpose of site
• Needs to employ the effect of advertising as good
  IA factors.
• Some Examples
• http//www.walmart.com/
• http//www.austinkids.org/site/PageServer

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How Online AD works ?

• Create Brand Equity
• By building recognition, repetition and trust
  about corporate image.
• To have to perceive the internet from the users
  point of view Users want an information-rich
  experience rather than just buying things.
• Instant Response
• To grab attention, tell users about product or
  service, tempt them to visit whole site.

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Guideline for Effective Online AD

• Reinvent site name(brand)
• Short, easy to spell, grabbing attention
• Provide information
• Provide multiple way to find product, service and
  information
• Ex) Pfizer
• http//www.pfizer.com/main.html
  http//www.zyrtec.com/
• http//www.allergyinfo.com

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Guideline for Effective Web AD

• Proper placement
• Most popular site is the best place to post
  advertisements? Not always true.
• More chance for users to actually see them.
• - Jacob Nielsen (2001)
• Understand limitation of creativity
• Clear message, good design, relevant product
  rather than cryptic one
• Ex) Maximum size of the banner ad is 7 Kb.

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Reference

• Collin, S.(1999), Marketing on the Internet,
  London UK B.T.Batsford LTD.
• Kaye, K. B. and Medoff J. N.,(2001), Just a click
  awayAdvertising on the internet, Needham
  Heights, MAAllynard Bacon.
• Niesen, J.(2001), Designing Web AD using
  click-through Data, Retrieved on Jan. 31, 2003
  from http//www.useit.com/alertbox/20010902.html
• Stern, J.,(1997), What makes people click
  Advertising on the Web, Indianapolis, INQue
  Corporation.
• Van Duyne, D., Landay, J., and Hong, J. (2003),
  The Design of Sites, New York, NYAddison-Wesley.
  
• Zeff, R. and Aronson, B.(1999), Advertising on
  the internet(2nd ed.), New York, NYJohn Wiley
  sons, Inc.

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• Thank you!