Web Ads

1
Web Ads Advertising

• Presented By
• Irma Zavaleta
• 385E Information Architecture
• Fall 2004

2
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.ht
ml 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
3
Web Advertising Principles

• Keep ads for outside companies on the periphery
  of the page
• Keep ads as small and discreet as possible
  relative to your core homepage content
• If you place ads outside the standard banner area
  at the top of the page, label them as advertising
  so that users dont confuse them with your sites
  content
• 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
4
What Type of Web Advertisements Are There?

• Banners
• (static, animated and interactive)
• Interstitial
• (pop ups and similar pages that  interrupt the
  user)
• Rich Media
• (Advanced technology, incorporating video, audio,
  animation and photographs)
• Sponsorships, events and corporate sites
• Opt-ins
• (forms, newsletters push technologies)
• Viral marketing and email campaigns
• Spam, malware and cookies

Barnet, 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
5
A Tidbit on Pop-Ups

• Pop-ups are the single biggest annoyance on the
  Internet
• 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. But we see
  online advertising growing 25 this year, and ad
  ware surpassing it by 10.'

Top pop-up/pop-under advertisers for May 2004
LowerMyBills.com
Netflix
Apollo Group
Orbitz
InterActiveCorp
American Express Company
Travelzoo.com
Cendant Corporation
Classmates Online
Top sites for pop-up/pop-under ads for May 2004
CNN
ESPN.com
MSN
Yahoo!
The Weather Channel
Excite
The New York Times
Classmates
MSNBC
CBS SportsLine
NOTE All online advertising data exclude house
ads, which are advertisements run on an
advertiser's own Web property. Source
Nielsen/NetRatings AdRelevance Oser, K.
(6/28/04) Mayhem to be found with pop-ups.
Advertising Age Vol. 75 Issue 26, p51
6
How Do Advertisers Pay For It?

• Rates 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.
• Type of Ads Buys
• Run-of-Site
• Specific Pages
• Keyword Searches
• Targeted Users

Tauber, D. and Kienan, B. Webmastering For
Dummies. 2nd Ed. P. 308, 311-312 Advertisement
Mrs. America goes Greyhound! 1954 Greyhound
Saturday Evening Post
7
Ad Buys Understanding Them

• 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
• Pay-For-Inclusion (PFI)
• 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
• 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, B. (2003) Blogging Genius Strategies
For Instant Web Content. P. 196 (for Google
Adwords)
8
The Battle For Space

• 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
• The hottest spots include the home pages of the
  Big 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

• VS.

Woolley, Scott. (6/7/04) No More Nice Guys.
Forbes Vol. 173 Issue 12, p62
9
A New Form Of Web Advertising Adware

• Adware is an advertising supported software that
  is available for free and in exchange displays
  advertising banners within the software interface
  
• Instead 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

• Please read the license agreement for each of the
  products

• and pay attention to the privacy policies of the
  company.

Definition found athttp//www.webattack.com/Adware
pop.html Elgin, B. (6/28/04) Guess What -- You
Asked For Those Pop-Up Ads. Business Week Issue
3889, p94
10
Adware The Controversy

• So, whats the big deal?
• 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
• Both 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. Bean, angered by pop-ups from competitors
  appearing on their Web sites, are suing the
  adware vendors and, in some cases, the
  advertisers themselves
• 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

Mullaney, T. (6/28/04)Claria The Napster of
Pop-Up Advertising? Business Week Issue 3889,
p96 Advertisement For Men Only "The Chicago
Executive." 1954 United Air Lines
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So How Does This Stuff Get In Your Computer In
The First Place?

• You give it permission to install itself
• You visit a web site to get a new utility you've
  seen favorably reviewed, download and install it
• 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
12
The Effects of Phising and Spoofing on Web
Advertising

• Phishing and spoofing occur when scammers
  dupe Web users into divulging account and other
  personal information by pretending to represent
  known brands
• 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 Internet
• Auction site eBay (EBAY) has one that stays green
  when users are on eBay, 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 Internet service providers
• Some are developing so-called "black lists" that
  block e-mail from known spammers. In 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. Business Week Online pN.PAG,
00p Advertisement 15 A DAY REVENUE!--Rail
Officials Were Gleeful. 1945 Milwaukee Road
Freight Service Des Moines Register
13
The Problems With Phising and Spoofing on Web
Advertisers

• The problem with implementing many of today's
  available security solutions
• slower online communication
• more expensive for the advertiser
• 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. Business Week Online pN.PAG,
00p Advertisement "and...I promise to keep that
schoolgirl complexion. 1927 Palmolive Company.
Good Housekeeping
14
What Can I Do To Protect Myself From Phishing?

• Don't trust e-mail headers, which can be forged
  easily
• 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
• 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
• If 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. Both are indicators that the site is
  secure
• If 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
• Review credit card and bank account statements as
  soon as you receive them to determine whether
  there are any unauthorized charges. If 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
• 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 1121 PM EST (0421 GMT) Federal
Trade Commission Consumer Alert. (6/2/04) How
Not To Get Hooked By A Phishing Scam.
http//www.ftc.gov/bcp/conline/pubs/alerts/phishin
galrt.htm
15
Why Are Phishers Rarely Caught?

• The fraud can be perpetrated very quickly, and
  afterward, the perpetrator can "vanish" into
  cyberspace
• The phony websites typically migrate from one
  server to another very rapidly -- in an effort to
  stay a step ahead of ISPs and law enforcement
• 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
• 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
• Many phishers appear to send their e-mails from
  overseas, and it may be difficult to prosecute
  persons who reside offshore

Ramasastry, A. (8/16/04) Ramasastry Hooking
phishermen CNN.com Posted 409 PM EDT (2009
GMT)
16
After All This, Do You Still Want To Get In The
Business?

• It is an industry that is exponentially growing
• U.S. advertisers this year will spend a record
  9.1 billion on online advertising, according to
  a new report from eMarketer
• Online's share of U.S. media spending this year
  will reach a record 3.4
• By 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 Issue 33, p13,
1/5p Oser, K. (8/16/04) Net players say
marketers still give Web short shrift.
Advertising Age Vol. 75 Issue 33,
p8 Advertisement Does Your Husband Look Younger
Than You Do? 1951 Dorothy Gray Salon New York
Herald Tribune
17
Why is there such growth inWeb Advertisement?
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

• 75 of the U.S. population now has Internet
  access at home, according to NetRatings
• 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 Issue 33, p13,
1/5p Advertisement A World of Pleasure Follows
you with an Arvin Car Radio. 1933 Arvin Radio.
Saturday Evening Post
18
About The Advertisements

• The AdAccess 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 Universitys John W. Hartman
  Center for this and other projects, at
  http//scriptorium.lib.duke.edu/hartman/
• 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
• Does Your Husband Look Younger Than You Do? 1951
  Dorothy Gray Salon New York Herald Tribune
• A World of Pleasure Follows you with an Arvin Car
  Radio. 1933 Arvin Radio. Saturday Evening Post
• Fada Television of Tomorrow Today! 1948 Fada
  Radio Electric Co., Inc. New York Weekly
  Telegram
• "Honeymoon dreams came true...on our White
  Empress cruise to Europe." 1951 Canadian
  Pacific Time
• 15 A DAY REVENUE!--Rail Officials Were Gleeful.
  1945 Milwaukee Road Freight Service Des Moines
  Register
• Mrs. America goes Greyhound! 1954 Greyhound
  Saturday Evening Post
• For Men Only "The Chicago Executive." 1954
  United Air Lines
• The air is yours... use it to hurry home to your
  family. 1949 United Aircraft Corporation.
  Collier's
• "and...I promise to keep that schoolgirl
  complexion. 1927 Palmolive Company. Good
  Housekeeping

19
References

• Ads-On-Q (viewed 9/25/04) http//www.quiconnex.com
  /channel/item/5742
• Barnet, 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 Issue 33, p13
• Elgin, B. (6/28/04) Guess What -- You Asked For
  Those Pop-Up Ads. Business Week Issue 3889, p94
• Federal Trade Commission Consumer Alert. (6/2/04)
  How Not To Get Hooked By A Phishing Scam.
  http//www.ftc.gov/bcp/conline/pubs/alerts/phishin
  galrt.htm
• Legon, J. (1/26/04). 'Phishing' scams reel in
  your identity Feds pursue culprits, warn
  consumers. CNN.com Posted 1121 PM EST (0421
  GMT)
• Kerekes, Z. (viewed 9/25/04). Web Advertising as
  Signposts. Marketing Views http//www.marketin
  gviews.com/webadsassignposts.html.
• Mullaney, T. (6/28/04)Claria The Napster of
  Pop-Up Advertising? Business Week Issue 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 Issue 26,
  p51
• Oser, K. (8/16/04) Net players say marketers
  still give Web short shrift. Advertising Age
  Vol. 75 Issue 33, p8
• Ramasastry, A. (8/16/04). Ramasastry Hooking
  phishermen. CNN.com Posted 409 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. Business Week Online pN.PAG, 00p
• Stone, B. Blogging Genius Strategies For Instant
  Web Content. (2003). P. 196
• Tauber, D. and Kienan, B. (2001). Webmastering
  For Dummies. (2nd Ed.)
• Thurow, S. (2003) Search Engine Visibility. P.
  159
• Woolley, S. (6/7/04) No More Nice Guys. Forbes
  Vol. 173 Issue 12, p62