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Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare

Sisteme de regăsire a informaţiei:

Display Advertising

Retrieval

Students:

Dobromir Dragos; Zafiu Andrei; Pasatoiu George

Atanasoaei Mihai; Ana Oprita; Lucian Ghinea

05.01.2012 1 SI – Display Advertising Retrieval


Table of Contents 1. Introduction

2. Advantages of online advertising

3. Online ad pricing dynamics

4. Banner ads

1. Static banners

2. Animated banners

3. Interactive banners

5. Views on banner advertising

6. Click-through effectiveness

7. Banner Advertising Findings

8. Let’s take a breather

9. Contextual Advertising

10. Workflow

11. Sponsored Search

12. The World's Best Banner Ads (And Why They Worked) 05.01.2012 SI – Display Advertising Retrieval 2


Display Advertising plays a critically important role in the Internet

world.

advertising is the main way of profiting from the Internet, the history

of Internet advertising developed alongside the growth of the

medium itself

1. Introduction (2)

05.01.2012 SI – Display Advertising Retrieval 3


Definition:

Display Advertising = a type of advertising that contains text, logos,

photographs or other images, and appears next to

content on web pages, IM applications, email, etc.

Types of online ads:

Banner ads (Doubleclick)

• Standardized ad shapes with images

• Normally not related to content

Content match / Contextual advertising(Google AdSense)

• Related to content on page

Sponsored search(Google Adwords)

• Related to search terms

1. Introduction (3)



1. Introduction (4)


Growth of Search:

Marketers are voting

with their dollars

• Search now the most

dominant form of online

advertising

• Banner ads come second

and are still strong

% Online Advertising Revenue (2007)

40%

20%

17%

9%

8%

6%

0%

20%

40%

60%

80%

100%

Type of Online Media

Search

Banners

Classifieds

Sponsorships

Rich Media

Other


Targeting

– By search keywords, context,

– Personalized ads.

Additional information – Time, history, personal data

Advanced billing/effectiveness options – By eyeballs, clicks, actual purchases

– “pay only when you sell”

Advanced bidding options

Variety of multimedia tools

Enables cheap campaigns, low entry levels

2. Advantages of online advertising



CPI/CPM – Cost Per (M) Impressions

impression = single appearance of an advertisement on a web

page

CPC – Cost per Click

advertisers pay the publisher when the ad is clicked

3. Online Ad Pricing Dynamics


The Destination Website

A sample AdWords ad

http://images.google.com/imgres?imgurl=www.pdflib.com/images/user.gif&imgrefurl=http://www.pdflib.com/pdflib/download/&h=158&w=140&prev=/images?q=user&svnum=10&hl=en&lr=&ie=UTF-8&oe=UTF-8


CTR – Clickthrough Rate

CPA – Cost per Acquisition (action)

advertiser pays for each specified action (a purchase, a form

submission)

CPL – Cost per Lead

lead usually meaning a free registration

3. Online Ad Pricing Dynamics (2)


Clicks

Impressions = CTR (expressed as %)


The Objectives of Banner Ads:

Bring visitors they would not have had otherwise to

the advertiser’s website

Get visitors to take action on the website

Increase brand awareness

4. Banner Ads



Major form of online advertising

3 Primary types of banners

Static

Animated

Interactive

4. Banner Ads (2)



Easy to produce

Universally accepted

Stale and boring

Click-through rate is not terribly high

4.1 Static Banners


A web banner ad from AT&T placed on HotWired in 1994

Clickthrough rate: 100%


Rudimentary flip-book style movement (2 to 20 frames --

GIF technology)

Higher click-through than static

Deliver more information

Eye-catching

Universal acceptance

Easy and inexpensive to produce

4.2 Animated Banners



2 types

HTML

Proprietary code

Make a choice or insert data

HTML - universally accepted

Proprietary code - often

requires plug-ins to be

downloaded; not always

accepted

Highest click-through rates

4.3 Interactive Banners



Empirical View:

A banner ad is likened to a coupon in print

media (the success of the banner ad should

be measured through the return rate or CTR)

5. Views on banner advertising


Academic View: Banner adverts should be considered as a

form of marketing communication used to raise

brand awareness.


An internet survey by COBUS (2001) showed:

Nearly 50% of the respondents reported that they looked at advertising

banners if they were well-designed

Less than 25% felt that banner ads were disruptive

Only 30% said they ignored banners altogether

The Internet Advertising Bureau (1998) reported:

60% to 70% of survey respondents approved advertisement on the internet

6. Click-through effectiveness



Nielsen (1997; 2000) reported:

click-through rate have decreased from 2.1% (1995) to 0.5% in Oct

1998, and reached 0.2% in May 2000

DoubleClick (1996) reported:

The probability of clicking on a banner drops from a maximum of 2.7%

to less than 1% at the fourth exposure

6. Click-through effectiveness (2)



This decline prompts four critical questions:

why do banner ads seem to be ineffective?

what can advertisers do to improve their effectiveness?

does an immediate measure such as click-through rate

undervalue online advertising?

are memory-based measures such as recall or awareness

more appropriate?

6. Click-through effectiveness (3)



H1) Internet users avoid looking at banner ads

7. Banner Advertising Findings



H1) Internet users avoid looking at banner ads

(TRUE)

Half of the banner exposures are not attended to

Users not interested in the advertised product and thus have no

reason to click on a banner.

Users have learned that advertising banner often does not

deliver its promise and hence chosen to ignore them.

Users have experience with ads that direct users to sites with

malicious code or other undesirable results.

Users simply do not notice banners on Web sites, i.e. the banner

blindness phenomenon

7. Banner Advertising Findings (2)



H2) The more time users have spent on the Internet,

the less they pay attention to banner ads




H2) The more time users have spent on the Internet,

the less they pay attention to banner ads

(FALSE)

The primary factor in generating click-throughs is the nature of

the audience and what the inherent interest in the product

category may hold for them

Repetition reduces clickthroughs, but it builds brands




H3a) Banner ads will have a positive impact on aided

advertising recall

H3b) Banner ads will have a positive impact on

brand recognition

H3c) Banner ads will have a positive impact on

unaided advertising recall

H3d) Banner ads will have a positive

impact on brand awareness

(ALL TRUE)




H3a) Banner ads will have a positive impact on aided advertising recall

H3b) Banner ads will have a positive impact on brand recognition

H3c) Banner ads will have a positive impact on unaided advertising recall

H3d) Banner ads will have a positive impact on brand awareness

(ALL TRUE)

How do we know?

Academic research

Empirical results

Business Results




H4) Advertising effectiveness increases with

frequency of exposure




H4) Advertising effectiveness increases with

frequency of exposure

(TRUE)

Repetition improves unaided advertising recall, brand

recognition, and brand awareness

Repetition does not improve aided advertising recall




H5a) Larger banner ads will be more effective

than smaller banner ads

H5b) Banner ads that are laid-out vertically will be

more effective than banner ads that are laid-out

horizontally




H5a) Larger banner ads will be more effective

than smaller banner ads

(TRUE)

H5b) Banner ads that are laid-out vertically will

be more effective than banner ads that are laid-

out horizontally

(WEAK)




H6a) Banner ads that contrast with their environment will be

more effective then ads that do not

H6b) Animated banners will be more effective than static ones

H6c) The effectiveness of a banner ad depends on its

MESSAGE




H6a) Banner ads that contrast with their environment will be

more effective then ads that do not

(HIT or MISS)

H6b) Animated banners will be more effective than static ones

(TRUE)

H6c) The effectiveness of a banner ad depends on its

MESSAGE

(Supercalifragilisticexpialidociously TRUE)




So, what have we learned so far?

Banner ads are here to stay

Banners must be designed carefully not to pester users

Banners must be jazzed up and redesigned to attract users in a fresh,

innovative way

Users’ distrust is not helping the advertisers’ cause

8. Let’s take a breather



So, what have we learned so far?

memory-based measures of advertising effectiveness should be

applied to banner ads

click-through rates fails to capture the positive effect that banners

have on the brand being advertised

click-through rates are not irrelevant (they provide a very large

measure of advertising effectiveness)

banners lead to brand awareness (click-through rate might be low,

but in the long run, awareness is more important than click-

through)

advertising effectiveness can be increased by concentrating on the

message they send (what is said and how often it is said is more

important than how it is said)

8. Let’s take a breather (2)



• Implies the existence of four entities: The publisher – the owner of the website, that provides space for

placing ads; his goal is to maximize the benefits while offering a good

user experience

The advertiser – provides the ads, by marketing campaigns; his goal

is to promote the products or services

The ad network – selects the ads that will be put on the page; it

shares the revenue with the publisher

The users – visit the web page and interact with the ads

• Contextual advertising is a direct marketing method

whose efficiency is easy to establish, as it is measured

by user reactions

9. Contextual advertising



• When a user requests to view a page, the add selection engine

provides the ad in a couple of hundreds of milliseconds = > pages

must be analyzed offline

• Many pages are dynamic or require authentication =>the challenge

is to find relevant ads while maintaining a low latency and

communication cost (Text Summarization + Classification)

10. Workflow



Recap:

Sponsored Search or Search Engine Marketing (SEM) is a

form of advertising on the internet where advertisers pay to

appear alongside organic search results.

The position of the ads is determined by an auction

advertisers explicitly bid for queries that they wished to

display their ads for (exact match)

11. Sponsored Search



Possible Solution:

Determine keywords that best describe the merchandise

Determine keywords that are less frequent than the query

keyword and possibly cheaper

11. Sponsored Search (2)



The World's Best Banner Ads

(And Why They Worked)






SORRY STEVE, IT’S MUCH MORE THAN

JUST INTERACTION + EMOTION

THERE ARE 6 COMMANDMENTS FOR

GREAT ONLINE ADS

WHICH NO OTHER MEDIUM

CAN OFFER SIMULTANEOUSLY





IS THE IDEA?

1 INTERACTIVE





REWARD THE USER FOR

CLICKING





“INTERACTIVITY INCREASES

BRAND RECALL 63% MORE

THAN NON INTERACTIVE ADS”

*Barnum Sulley Research 2010





“TELL ME AND I'LL FORGET;

SHOW ME AND I MAY REMEMBER;

INVOLVE ME AND I'LL UNDERSTAND.”

ANCIENT CHINESE PROVERB





“TELL ME AND I'LL FORGET 86%;

SHOW ME AND I MAY REMEMBER 19%;

INVOLVE ME AND I'LL UNDERSTAND

63%”

UPDATED CHINESE TWEET





CP+B [US] Agency:

Interactive

http://www.bannerblog.com.au/2006/03/gti_banners.php





Bridge [US] Agency:

Interactive

http://www.bannerblog.com.au/2009/06/pringles.php





Glue [UK] Agency:

Interactive

http://www.bannerblog.com.au/2006/07/coke_zero_boy_band.php





IS THE IDEA?

1 INTERACTIVE

2 CUSTOMIZABLE





Weapon 7 [UK] Agency:

Customizable

http://www.bannerblog.com.au/2009/10/smart_maps.php





Tribal DDB [UK] Agency:

Customizable

http://www.bannerblog.com.au/2009/06/vw_twitter.php





IS THE IDEA?

1 INTERACTIVE

2 CUSTOMIZABLE

3 CONTEXTUAL





Agency:

Contextual

Mediafront [NO]

http://www.bannerblog.com.au/2007/11/sol_kommenterer.php





IS THE IDEA?

1 INTERACTIVE

2 CUSTOMIZABLE

3 CONTEXTUAL

4 ENTERTAINING





Soap [US] Agency:

Entertaining

http://www.bannerblog.com.au/2009/11/lipton.php





Boondoggle [NL] Agency:

Entertaining

http://www.bannerblog.com.au/news/2008/10/banner_concerts.php





IS THE IDEA?

1 INTERACTIVE

2 CUSTOMIZABLE

3 CONTEXTUAL

4 ENTERTAINING

5 PLAYABLE





YOU CAN’T PLAY WITH

A TV AD FOR 5 MINUTES





CP+B [US] Agency:

Playable

http://www.bannerblog.com.au/2009/06/burger_king_sharpie.php





DM9 DDB [BR]

Agency:

Playable

http://www.bannerblog.com.au/2005/09/athletica_run_and_li.php





IS THE IDEA?

1 INTERACTIVE

2 CUSTOMIZABLE

3 CONTEXTUAL

4 ENTERTAINING

5 PLAYABLE

6 USEFUL*





Useful!





Useful?





Holst Digital [UK] Agency:

Useful

http://www.bannerblog.com.au/2009/08/intercontinental_hotels_1.php





BRIEF FOR SOLUTIONS,

NOT ADS





JUST FOR STEVE JOBS

EMOTIONAL





BBH [UK] Agency:

Emotional

http://www.bannerblog.com.au/2010/01/barnardos_story.php





YOU FORGOT

WHAT THE INTERNET WAS

BUILT ON!





Grand Union [UK] Agency:

Sex!

http://www.bannerblog.com.au/2007/04/nhs_leg_cross.php





FINAL THOUGHT





WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA)

HAVING TROUBLE

DOING “ONLINE” WELL?





THINK DIFFERENT

FOR ONLINE





UNDERSTAND PEOPLE,

THEN TECHNOLOGY

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