Web Advertising

Presented By : Group
Devendra Dhungana Jiwan Magar Karuna Sagar Khatri Sub: IMC

Contents
Introduction History Types of Web Advertisement Principle of Advertising How to choose a Web Ad What makes a Good Website? What s new In Web Advertisement. Advantage and Disadvantage of web Ad

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What is Web Advertisement?

Web Ads are nothing but information devoted to promote, market, sell or provide specific information about a product, service, commercial event on World Wide Web.

Web advertising is the action of promoting your company using online advertising tools, techniques and methods proven to get the results you are looking for.
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History
The pioneer of online advertising was Prodigy(online services co.USA), a company owned by IBM and Sears at the time. Prodigy used online advertising first to promote Sears products in the 1980s.

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History
First clickable web ad (now banner ad) was sold by Global Network Navigator (GNN) in 1993. GNN was the first commercially supported web publication and one of the very first web sites ever.

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Types of Web Advertisement

1) Banner Ads
In the early stages of Internet, "advertising" on the Internet meant "banner ads"

2) Pop-up and Pop under Ads

A pop-up ad is an ad that "pops up" in its own window when you go to a page.

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Types of Web Advertisement

3) Floating Ads
These are 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.

4) Unicast Ads
Unicast ads are TV commercial that runs in a pop-up window. It is animated and it has sound. The ads can last anywhere from 10 to 30 seconds.
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Types of Web Advertisement

5) Streaming Sidebar Ads
A small video ad appears in the right sidebar on this CNN page, with sound, and plays for 30 seconds. The reader can control the ad with the three buttons (Play, Pause, Stop) underneath the ad.

6) Pull Down Banner Ads

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-size initially, then shrinks to normal size after several seconds.

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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

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Web Advertising Principles

If 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 Avoid using ad conventions to showcase regular features of the site
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Traditional Web Advertising Options Banner Ads Banners Sales Promotions Sponsorships Internet Advertising Has a Variety of Forms: Pop-ups/ Pop-unders Interstitials Push Technologies Links Paid Search
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How Do Advertisers Pay For It? Type of Ads Buys

   

Run-of-Site Specific Pages Keyword Searches Targeted Users

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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. Google Ad words  Keywords you pick for your site are matched against those products or services people have expressed an active desire to get information on

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Ad Buys: Understanding Them

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

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How to choose a Web Ad?

Mechanism of Interactive Web Ad. :

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How to choose a Web Ad?

In today s world, the most important problem that an average IA professional deals is with the placement of Web advertisement on any Web Page without disturbing:

1) 2) 3)

The flow of Navigation (Content) The theme of the site (Context) The type of users visiting (User) These 3 principles as discussed that any IA Professional should apply while developing or maintaining any Web site.

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What makes a Good Website?

Provide credible, original content in as many forms as possible. Provide valuable, timely information to the user, not lots of data. Share everything you learn. Custom-tailor the information to user preferences.
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What makes a Good Website?

 Be responsive on a 56 Kbps modem (the typical
Web user).
 Use graphics sparingly  Break up your tables vertically for a cascading load to appear more
responsive  Optimize graphic file size for Web display  Optimize your HTML by removing excess spaces, comments, tags and commentary

 Be easy to read
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What makes a Good website?

Be interactive; good interactivity engages the user and makes your site memorable Be well-organized
-

Balance the number of levels with page length to minimize scrolling and display time.

Use an appropriate metaphor (image, symbol, speech).

- Using a good graphic metaphor for your interface makes the user feel more comfortable navigating your site.

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Good and Poor IA

Worlds Worst Website: This site has been designed in order to point out some common mistakes that IA make when developing a website.

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E.g. Good IA : www.bluefly.com

1. Easy Navigation 2. Target Audience identified 3. Prices well defined 4. Images 5. Standard Template 6. Easy Search

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Poor IA Examples
www.aol.com/shopping : Ever tried to actually FIND and BUY something there?

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What s new in Web Advertising: Location Based Advertising:

The Location based advertising brings the power of technology and web advertisements together. e.g. a user living in KTM can be shown the promotions and advertisements for companies that operate in Nepal area.

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Why is there such growth in Web 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

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Advantage and Disadvantage of web advertising

Advantages
Message/Offer Tailoring Serving Capability Ad

Disadvantages
Measurement problems Annoyance Clutter Potential for deception Privacy Poor reach

Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed Complement to IMC
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Site Stability
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Thank You

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