Web Ads & AdvertisingPresented ByIrma Zavaleta

385E Information ArchitectureFall 2004

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.htmlAdvertisement: 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

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 don’t confuse them with your site’s content

• Avoid using ad conventions to showcase regular features of the site

Nielsen, J. and Tahir, M. (2002) Homepage Usability: 50 websites deconstructed. p. 29Advertisement: "Honeymoon dreams came true...on our White Empress cruise to Europe." 1951: Canadian Pacific: Time

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.PPTAdvertisement:: The air is yours... use it to hurry home to your family. 1949: United Aircraft Corporation. Collier's

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 2004CNN

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

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, 311-312Advertisement: Mrs. America goes Greyhound! 1954: Greyhound: Saturday Evening Post

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)

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

Woolley, Scott. (6/7/04) “No More Nice Guys.” Forbes: Vol. 173 Issue 12, p62

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

Definition found athttp://www.webattack.com/Adwarepop.htmlElgin, B. (6/28/04) “Guess What -- You Asked For Those Pop-Up Ads.” Business Week: Issue 3889, p94

Adware: The ControversySo, what’s 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, p96Advertisement: For Men Only "The Chicago Executive." 1954: United Air Lines

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

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, 00pAdvertisement: $15 A DAY REVENUE!--Rail Officials Were Gleeful. 1945: Milwaukee Road; Freight Service: Des Moines Register

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, 00pAdvertisement: "and...I promise to keep that schoolgirl complexion.“ 1927: Palmolive Company. Good Housekeeping

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: 11:21 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/phishingalrt.htm

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: 4:09 PM EDT (2009 GMT)

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, 1/5pOser, K. (8/16/04) “Net players say marketers still give Web short shrift.” Advertising Age: Vol. 75 Issue 33, p8Advertisement: Does Your Husband Look Younger Than You Do? 1951: Dorothy Gray Salon: New York Herald Tribune

Why is there such growth inWeb Advertisement?

• 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, 1/5pAdvertisement: A World of Pleasure Follows you with an Arvin Car Radio. 1933: Arvin Radio. Saturday Evening Post

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

About The AdvertisementsThe Ad*Access 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 University’s 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

ReferencesAds-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, p13Elgin, 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/phishingalrt.htm Legon, J. (1/26/04). 'Phishing' scams reel in your identity: Feds pursue culprits, warn consumers.” CNN.com: Posted: 11:21

PM EST (0421 GMT)Kerekes, Z. (viewed 9/25/04). “Web Advertising as Signposts.” Marketing Views: http://

www.marketingviews.com/webadsassignposts.html. Mullaney, T. (6/28/04)“Claria: The Napster of Pop-Up Advertising?” Business Week; Issue 3889, p96Nielsen, 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, p51Oser, K. (8/16/04) “Net players say marketers still give Web short shrift.” Advertising Age; Vol. 75 Issue 33, p8Ramasastry, A. (8/16/04). “Ramasastry: Hooking phishermen.” CNN.com: Posted: 4:09 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. 159Woolley, S. (6/7/04) “No More Nice Guys.” Forbes; Vol. 173 Issue 12, p62