comm 3353: communication web technologies i chapter 7b: advertising, continued… chapter 7b:...

COMM 3353:Communication Web Technologies I

COMM 3353:Communication Web Technologies I

Chapter 7b:Advertising, Continued…

Chapter 7b:Advertising, Continued…

www.class.uh.edu/comm/classes/comm3353/ppt/_Pres7b.html

Advertising, Continued...Advertising, Continued...

The Technology of Web Advertising Effectiveness of Online Advertising Online Ad Spending and Revenue Zapping Cyber Ads Online Advertising Associations Agency Presence on the Web

The Technology of Web Advertising Effectiveness of Online Advertising Online Ad Spending and Revenue Zapping Cyber Ads Online Advertising Associations Agency Presence on the Web

The Technology of Web AdvertisingThe Technology of Web Advertising

Dynamic Webbing and Interactive Capabilities that are changing the way the Web looks: Java and JavaScript Visual Basic and VBScript DHTML (Dynamic HTML) XML (Extensible Markup Language)

These technologies are adding tremendous interactivity and aesthetic quality to Web Ads.

Dynamic Webbing and Interactive Capabilities that are changing the way the Web looks: Java and JavaScript Visual Basic and VBScript DHTML (Dynamic HTML) XML (Extensible Markup Language)

These technologies are adding tremendous interactivity and aesthetic quality to Web Ads.

HTML Frames and Framing Code Allow multi-window page construction to

run simultaneously. Users can see Ads displayed in separate

documents, controlled by different governing bodies, but that appear seemingly on the same document.

Frames are independent of each other.

HTML Frames and Framing Code Allow multi-window page construction to

run simultaneously. Users can see Ads displayed in separate

documents, controlled by different governing bodies, but that appear seemingly on the same document.

Frames are independent of each other.

The Technology of Web Advertising, Continued…

The Technology of Web Advertising, Continued…

Effectiveness of Online AdvertisingEffectiveness of Online Advertising

Traditional vs. Online Advertising Online Ads offer much more than traditional or classical

advertising. A Traditional Ad:

“Tells” customers that a product exists. “Sells” customers on the product’s benefits.

An Online Ad: Picks-up where “Sell, Tell” technique leaves off. Adds “Link, Think” elements to the sales process.

Links potential customers to information clearing houses, providing additional information not usually available prior to a sale.

Traditional vs. Online Advertising Online Ads offer much more than traditional or classical

advertising. A Traditional Ad:

“Tells” customers that a product exists. “Sells” customers on the product’s benefits.

An Online Ad: Picks-up where “Sell, Tell” technique leaves off. Adds “Link, Think” elements to the sales process.

Links potential customers to information clearing houses, providing additional information not usually available prior to a sale.

To Banner Ad -or- Not To Banner Ad: Banners yield a high number of advertising

impressions. They are a highly effective means of creating brand

awareness. They influence buying decision tremendously.

Banner Ad Reality: I don’t like them. . .Do you? Do those stupid Ads really work?

(e.g. Khanh’s Credit Card)

To Banner Ad -or- Not To Banner Ad: Banners yield a high number of advertising

impressions. They are a highly effective means of creating brand

awareness. They influence buying decision tremendously.

Banner Ad Reality: I don’t like them. . .Do you? Do those stupid Ads really work?

(e.g. Khanh’s Credit Card)

Effectiveness of Online Advertising, Continued…


Effectiveness of Online Advertising and the Medium Attention Requirements

12 percent of online visitors remember seeing a particular banner Ad, versus 10 percent of television viewers being able to recall a particular commercial.

A single exposure to a banner Ad was shown to create greater awareness than one exposure to a TV commercial.

The higher percentage in Online recall can be attributed to the complexity of the medium. Computing is more difficult than watching TV.

Effectiveness of Online Advertising and the Medium Attention Requirements

12 percent of online visitors remember seeing a particular banner Ad, versus 10 percent of television viewers being able to recall a particular commercial.

A single exposure to a banner Ad was shown to create greater awareness than one exposure to a TV commercial.

The higher percentage in Online recall can be attributed to the complexity of the medium. Computing is more difficult than watching TV.



In contrast, Ads placed in traditional newsprint are remembered more often than those online. This is attributed to the “Novelty Effect.”

The Web is new and people focus more on the technology and the “News” than the related online advertising.

In contrast, Ads placed in traditional newsprint are remembered more often than those online. This is attributed to the “Novelty Effect.”

The Web is new and people focus more on the technology and the “News” than the related online advertising.



Goals of Web Advertising Enhance brand image. Provide product information to a target

audience. Motivate sales. Attract and establish a loyal customer

base.

Goals of Web Advertising Enhance brand image. Provide product information to a target

audience. Motivate sales. Attract and establish a loyal customer

base.



Online Spending and RevenueOnline Spending and Revenue

The Evolution of Web Ad Spending 1995: $55 Million 1997: $200 Million 1998: $300 Million 2000: $7.5 Billion

Although an enormous amount of money is spent on Web Advertising, it is still significantly less than the amount spent on traditional media.

The Evolution of Web Ad Spending 1995: $55 Million 1997: $200 Million 1998: $300 Million 2000: $7.5 Billion

Although an enormous amount of money is spent on Web Advertising, it is still significantly less than the amount spent on traditional media.

60 percent of all revenue generated by Web Advertising is largely weighted toward the most-visited Web sites.

Although generally cheaper than traditional advertising, Web Advertising can be more expensive than TV or Newspapers.

Uncertainty of costs, effectiveness, and revenue have kept many companies from investing large dollar amounts in Web Advertising.

60 percent of all revenue generated by Web Advertising is largely weighted toward the most-visited Web sites.

Although generally cheaper than traditional advertising, Web Advertising can be more expensive than TV or Newspapers.

Uncertainty of costs, effectiveness, and revenue have kept many companies from investing large dollar amounts in Web Advertising.

Online Spending and Revenue, Continued…

Online Spending and Revenue, Continued…

Zapping Cyber AdsZapping Cyber Ads

IFF (Internet Fast Forward) PrivNet, Inc., 1996

Gets rid of unwanted Web Ads. Advertising avoidance.

Potentially dangerous to the Web Advertising industry. The Ad industry operates under the premise of

intensive exposure. IFF offers Web users the chance to be an “Active

Audience,” deciding WHAT they want to see.

IFF (Internet Fast Forward) PrivNet, Inc., 1996

Gets rid of unwanted Web Ads. Advertising avoidance.

Potentially dangerous to the Web Advertising industry. The Ad industry operates under the premise of

intensive exposure. IFF offers Web users the chance to be an “Active

Audience,” deciding WHAT they want to see.

IFF decreases Web Ad exposure: The less commercial exposure a user chooses, the

less the message effectiveness, perception, and recall.

But. . .We Still Get It. . . Even with a limited amount of exposure, we still get the

message. In most cases, it’s still enough to cause brand name

recognition and awareness, and can even cause us to want more of a certain product.

Subliminal thought-based recognition

IFF decreases Web Ad exposure: The less commercial exposure a user chooses, the

less the message effectiveness, perception, and recall.

But. . .We Still Get It. . . Even with a limited amount of exposure, we still get the

message. In most cases, it’s still enough to cause brand name

recognition and awareness, and can even cause us to want more of a certain product.

Subliminal thought-based recognition

Zapping Cyber Ads, Continued…Zapping Cyber Ads, Continued…

IFF and the Threat to Advertisers Web users can choose the amount of

exposure (if any) to Web Ads. If we spend the money on this program,

chances are that we want to wipe out Web Ads altogether.

Raises concerns about the cost effectiveness of Web Advertising.

What will happen if everyone quits looking at Web Ads?

IFF and the Threat to Advertisers Web users can choose the amount of

exposure (if any) to Web Ads. If we spend the money on this program,

chances are that we want to wipe out Web Ads altogether.

Raises concerns about the cost effectiveness of Web Advertising.

What will happen if everyone quits looking at Web Ads?


Are Advertisers Concerned? Yes! But the concern is mixed.

Experts have mixed opinions concerning widespread use of IFF.

Some agree that Web Advertising can be intrusive. While others cite the exceptional response to Web

Ads and offer empirical data to support this claim. Greater product awareness and demand for additional

information.

Are Advertisers Concerned? Yes! But the concern is mixed.

Experts have mixed opinions concerning widespread use of IFF.

Some agree that Web Advertising can be intrusive. While others cite the exceptional response to Web

Ads and offer empirical data to support this claim. Greater product awareness and demand for additional

information.


Online Advertising AssociationsOnline Advertising Associations

With the rapid growth of Web commerce comes the need to support and promote online advertising. With that need comes the demand for establishing

online advertising ethical standards.

The global market place of the WWW attracts many stakeholders. You, Me for starters. . . Companies, organizations with Web marketing and

advertising interests.

With the rapid growth of Web commerce comes the need to support and promote online advertising. With that need comes the demand for establishing

online advertising ethical standards.

The global market place of the WWW attracts many stakeholders. You, Me for starters. . . Companies, organizations with Web marketing and

advertising interests.

Several Organizations have been formed to tackle online advertising issues: IAB (Internet Advertising Bureau) 1996

Microsoft, Yahoo, Juno, AOL, Infoseek… Attempt to standardize Web advertising.

(e.g.: Established eight banner ad sizes).

Several Organizations have been formed to tackle online advertising issues: IAB (Internet Advertising Bureau) 1996

Microsoft, Yahoo, Juno, AOL, Infoseek… Attempt to standardize Web advertising.

(e.g.: Established eight banner ad sizes).

Online Advertising Associations, Continued…


IAA (Internet Advertising Association) 1996 Over 700 members. Established to develop feasible standards for online advertising. Has committed to the following Web advertising activities:

1) Setting ethics standards. 2) Developing self-regulation guidelines. 3) Assisting with creative online campaigns. 4) Conducting related seminars and conferences. 5) Assisting individuals with name removal from Ad lists. 6) Working with government to establish legislation. 7) Promoting the Internet as a new medium.

IAA (Internet Advertising Association) 1996 Over 700 members. Established to develop feasible standards for online advertising. Has committed to the following Web advertising activities:

1) Setting ethics standards. 2) Developing self-regulation guidelines. 3) Assisting with creative online campaigns. 4) Conducting related seminars and conferences. 5) Assisting individuals with name removal from Ad lists. 6) Working with government to establish legislation. 7) Promoting the Internet as a new medium.



ILAC (Internet Local Advertising and Commerce Association) 1997 Non-profit group devoted to local internet

market issues. Some Goals:

Establishing standard directory search categories. Developing strategies to ease advertising buys

across multiple, local internet products.

ILAC (Internet Local Advertising and Commerce Association) 1997 Non-profit group devoted to local internet

market issues. Some Goals:

Establishing standard directory search categories. Developing strategies to ease advertising buys

across multiple, local internet products.



Agency Presence on the WebAgency Presence on the Web Ad agencies are quickly adapting to the

world of Web Advertising. Ad agencies know what’s going on, more

so than any other Internet group. They study the money.

Ad agencies know the importance of getting their clients on the Web.

Ad agencies are trendsetters in this fast-paced and exciting environment.

Ad agencies are quickly adapting to the world of Web Advertising. Ad agencies know what’s going on, more

so than any other Internet group. They study the money.

Ad agencies know the importance of getting their clients on the Web.

Ad agencies are trendsetters in this fast-paced and exciting environment.

Online technologies help Ad agencies to sell the most important product: Themselves.

These technologies have also created the need for larger overhead budgets due to the increased cost of an additional “Multimedia Advertising Department.”

Online technologies help Ad agencies to sell the most important product: Themselves.

These technologies have also created the need for larger overhead budgets due to the increased cost of an additional “Multimedia Advertising Department.”

Agency Presence on the Web, Continued…


The void of qualified individuals (both skilled and educated) continues to grow at an alarming rate, and will do so well beyond Y2K.

The largest task at hand for Ad agencies is recognizing the need to stay ahead of the game. Can cost lost of $$$$. Benefits will be slowly realized.

The void of qualified individuals (both skilled and educated) continues to grow at an alarming rate, and will do so well beyond Y2K.

The largest task at hand for Ad agencies is recognizing the need to stay ahead of the game. Can cost lost of $$$$. Benefits will be slowly realized.



The Internet and theWorld Wide Web

The Internet and theWorld Wide Web

• End Chapter 7, Part II.

• End Chapter 7, Part II.

comm 3353: communication web technologies i chapter 7b: advertising, continued… chapter 7b:...

Documents

related online advertising

online spending

online recall

web ads

traditional ad

online advertisingonline

classical advertising

web looks