advertising on the internet

Advertising on the Advertising on the InternetInternet

““It isn’t creative until it sells”It isn’t creative until it sells”

in other words….in other words….

Creativity (and technologies too) don’t matter if the ads don’t Creativity (and technologies too) don’t matter if the ads don’t performperform

Angela D’Auria Stanton, Ph.D.Angela D’Auria Stanton, Ph.D.

A Little HistoryA Little History

First Internet advertisement sold in 1994First Internet advertisement sold in 1994– Hotwire.com sold the ad for $30,000/year to Hotwire.com sold the ad for $30,000/year to

AT&T – the annual cost to run its web siteAT&T – the annual cost to run its web site– Early advertisers included: AT&T, Sprint, MCI, Early advertisers included: AT&T, Sprint, MCI,

Volvo, Club Med and Zima Volvo, Club Med and Zima

In the early days, clickthrough rates were In the early days, clickthrough rates were 25%25%

Today Internet advertising is a $21+ Today Internet advertising is a $21+ billion dollar business billion dollar business (as of end of 2007)(as of end of 2007)

http://www.youtube.com/watch?v=VSwWyNFjdXI

Internet AdvertisingInternet Advertising

It is one component of advertisingIt is one component of advertising

It must be integrated with other It must be integrated with other advertising media to provide a advertising media to provide a coordinated campaigncoordinated campaign

Traditional advertising is the foundation Traditional advertising is the foundation for the development of Internet for the development of Internet advertising modelsadvertising models

Reasons to Use Reasons to Use Interactive Advertising*Interactive Advertising*

Generate and increase awarenessGenerate and increase awareness Generate trialGenerate trial Provide informationProvide information Increase usageIncrease usage Up-sell to premium product or serviceUp-sell to premium product or service Cross-sell other brands from companyCross-sell other brands from company Improve customer’s attitudes/imageImprove customer’s attitudes/image Increase repeat purchaseIncrease repeat purchase Encourage loyalty/increase customer involvement – customer Encourage loyalty/increase customer involvement – customer

retentionretention Develop database of customers/prospectsDevelop database of customers/prospects Reduce excess/obsolete inventoryReduce excess/obsolete inventory Test different copy concepts, pricing models, promotions, Test different copy concepts, pricing models, promotions,

product/service offeringsproduct/service offerings Reach target audience missed by other mediaReach target audience missed by other media Drive traffic to web site or retail locationDrive traffic to web site or retail location

* Source: http://www.iab.net/resources/pdf/reasons_to_use.pdf

U.S. Advertising Market-U.S. Advertising Market-Media Comparisons – 2007 Media Comparisons – 2007 ($ Billions)($ Billions)

7.5

11.1

13.8

19.2

19.8

20.9

21.2

31.2

48.6

0 10 20 30 40 50

Outdoor

Trade Magazines

Computer Magazines

TV Networks: Broadcast

Radio

TV Networks: Cable

Internet

TV Distribution

Newspapers

Online Advertising is Still a Online Advertising is Still a Very Small Part of all Very Small Part of all AdvertisingAdvertising

Internet Advertising Internet Advertising Revenues by Ad Revenues by Ad FormatFormat

Source: http://www.iab.net/media/file/IAB_PwC_2007_full_year.pdf

Nielsen NetRatingsNielsen NetRatings

U.S. Internet Advertising MetricsU.S. Internet Advertising Metrics– Leading Industry AdvertisersLeading Industry Advertisers– Top Site GenresTop Site Genres– Largest Creative PortfolioLargest Creative Portfolio– Leading CPG AdvertisersLeading CPG Advertisers

Types of Online AdvertisingTypes of Online Advertising

Traditional Banner AdvertisingTraditional Banner Advertising– The dominant online advertising The dominant online advertising

methodmethod– A rectangular box, usually horizontal A rectangular box, usually horizontal

on the page, that contains advertising on the page, that contains advertising materialmaterial

– Banners often rotate, although there Banners often rotate, although there are sponsorships that constitute are sponsorships that constitute “permanent banners”“permanent banners”

– They are not large in size so info is They are not large in size so info is limitedlimited

Traditional Banner Traditional Banner ExampleExample

According to the Internet Advertising Bureau (www.iab.net), the standard banner size is 468 pixels wide and 60 pixels high. This takes up approximately 10% of a normal sized web page. There is enough room for text, graphics or animation.

Other Common FormsOther Common Forms

Buttons – typically 120 x 90 or 120 x 60Buttons – typically 120 x 90 or 120 x 60


Mini/Micro Buttons – 88 x 31Mini/Micro Buttons – 88 x 31

The most underrated of banner ads. Used The most underrated of banner ads. Used properly, they are every bit as effective properly, they are every bit as effective as full banners in delivering the message.as full banners in delivering the message.


Rectangle – 336 x 280 or 180 x 150Rectangle – 336 x 280 or 180 x 150


Skyscraper – 120 x 600Skyscraper – 120 x 600

Most Popular Ad SizesMost Popular Ad Sizes

http://www.adrelevance.com/intelligenhttp://www.adrelevance.com/intelligence/intel_dataglance.jsp?flash=true&srce/intel_dataglance.jsp?flash=true&sr=89654=89654

http://www.iab.net/standards/http://www.iab.net/standards/adunits.asp adunits.asp

Something fun: Something fun: http://www.bannerreport.com/html/gallhttp://www.bannerreport.com/html/gallery.php ery.php

Rich MediaRich Media

Catch-all term for online Catch-all term for online advertising technologically advertising technologically enhanced by motion, sound or enhanced by motion, sound or some sort of interactive element.some sort of interactive element.

– Allows online ads to approach Allows online ads to approach television in dynamic terms – television in dynamic terms – designed to catch the eye, designed to catch the eye, distract or intrudedistract or intrude

– They can float above content, They can float above content, animate, integrate video, a animate, integrate video, a jingle, and include interactive jingle, and include interactive elements like pull-downs for elements like pull-downs for more information or content more information or content tailored to a user profiletailored to a user profile

– Has become the de facto Has become the de facto standardstandard

The First Rich Media The First Rich Media AdAd

In the early days, rich media ads required special In the early days, rich media ads required special programming skills and their formats lacked common programming skills and their formats lacked common industry standards.industry standards.– Larger file sizes also created problems in the age of slow Larger file sizes also created problems in the age of slow

dial-up connections.dial-up connections. Today Macromedia’s Flash platform underpins almost Today Macromedia’s Flash platform underpins almost

all rich media ads today.all rich media ads today.

Hewlett Packard, 1996

Rich Media FormatsRich Media Formats

Pop-ups/Pop-unders Pop-ups/Pop-unders

In-page: standard IAB ad unit shapes that may include In-page: standard IAB ad unit shapes that may include advanced rich media functionality such as embedded advanced rich media functionality such as embedded games, animation, video, registration forms, or other games, animation, video, registration forms, or other forms of interactivityforms of interactivity

Expandable: similar to in-page but they expand in size Expandable: similar to in-page but they expand in size when moused over or clickedwhen moused over or clicked

Floating: ads that appear as a layer on top of the Floating: ads that appear as a layer on top of the user’s current page that move across the page and user’s current page that move across the page and resolve into an in-page ad on the same page (or resolve into an in-page ad on the same page (or sometimes a smaller floating reminder ad which sometimes a smaller floating reminder ad which continues to float above the page)continues to float above the page)

Transitionals: “between-page ads” or “interstitials” Transitionals: “between-page ads” or “interstitials” appear between one page and another as a user clicks appear between one page and another as a user clicks through a sitethrough a site

Rich Media GuidelinesRich Media Guidelines

http://www.iab.net/http://www.iab.net/iab_products_and_industry_serviciab_products_and_industry_services/1421/1443/1467 es/1421/1443/1467

Pop-UpsPop-Ups

Ad that appears in Ad that appears in a separate window a separate window on top of content on top of content already on-screen already on-screen

– Designed to get Designed to get your attention your attention for a few for a few momentsmoments

– Can be effective Can be effective for branding for branding although some although some people find them people find them irritatingirritating

Pop-UnderPop-Under (Behind)(Behind)

Ad that appears in a Ad that appears in a separate window beneath separate window beneath an open windowan open window

– concealed until the top concealed until the top window is closed, moved, window is closed, moved, resized or minimized. resized or minimized.

– Can be irritating but often Can be irritating but often have high recallhave high recall

When this page loads

This ad pops under, unnoticed

Pop-Up GuidelinesPop-Up Guidelines

Source: http://www.iab.net/iab_products_and_industry_services/1421/1443/1461

Expandable AdsExpandable Ads

Pointroll:Pointroll:– http://www.pointroll.com/showcase.htmlhttp://www.pointroll.com/showcase.html

Eyeblaster Expandables: Eyeblaster Expandables: http://demo.eyeblaster.com/CreativeShowcase/feb_05/redlobster/redlobhttp://demo.eyeblaster.com/CreativeShowcase/feb_05/redlobster/redlobster.htmster.htm

http://demo.eyeblaster.com/demos/eyeblaster_demofiles/Panasonic/panhttp://demo.eyeblaster.com/demos/eyeblaster_demofiles/Panasonic/panasonic.htmasonic.htm

DoubleClick:DoubleClick:http://www.doubleclick.com/insight/gallery/examples/old-spice-with-http://www.doubleclick.com/insight/gallery/examples/old-spice-with-

original-video.asporiginal-video.asp EyeWonder Expandable AdEyeWonder Expandable Ad

http://cdn.eyewonder.com/100125/adWdrDemos/103356/103356_93075http://cdn.eyewonder.com/100125/adWdrDemos/103356/103356_93075_1279_Demo_web.html_1279_Demo_web.html

In-PageIn-Page

Pointroll Tom BoyPointroll Tom Boyhttp://www.pointroll.com/AdGallery/travelocity_subgnomeOnhttp://www.pointroll.com/AdGallery/travelocity_subgnomeOnLorem/lorem.aspLorem/lorem.asp

DoubleClickDoubleClickhttp://www.doubleclick.com/insight/gallery/inpage/index.asp http://www.doubleclick.com/insight/gallery/inpage/index.asp

EyeWonderEyeWonderhttp://cdn.eyewonder.com/100125/adWdrDemos/103354/103354_88948_1244http://cdn.eyewonder.com/100125/adWdrDemos/103354/103354_88948_1244_Demo_web.html_Demo_web.html

http://cdn.eyewonder.com/100125/adWdrDemos/103342/103342_88948_2156http://cdn.eyewonder.com/100125/adWdrDemos/103342/103342_88948_2156_Demo_web.html_Demo_web.html http://demo.eyeblaster.com/Demos/videoclip/levis/start.htmlhttp://demo.eyeblaster.com/Demos/videoclip/levis/start.html http://demo.eyeblaster.com/Demos/VideoStrip/VideoStrip.htmhttp://demo.eyeblaster.com/Demos/VideoStrip/VideoStrip.htm http://http://demo.eyeblaster.com/Europe/OfflineDemo/colgate/start.htmdemo.eyeblaster.com/Europe/OfflineDemo/colgate/start.htmhttp://demo.eyeblaster.com/demos/eyeblaster_demofiles/sprite_remix/launch.http://demo.eyeblaster.com/demos/eyeblaster_demofiles/sprite_remix/launch.htmhtm

Floating AdsFloating Ads

Pointroll Bad BoyPointroll Bad Boy

http://www.pointroll.com/AdGallery/friskiescatdreamerOnLorem/lorem.asphttp://www.pointroll.com/AdGallery/friskiescatdreamerOnLorem/lorem.asp http://www.pointroll.com/AdGallery/usnavyenlistmentOnLorem/lorem.asphttp://www.pointroll.com/AdGallery/usnavyenlistmentOnLorem/lorem.asp

EyeblasterEyeblaster– Floating AdsFloating Ads

http://demo.eyeblaster.com/demos/eyeblaster_demofiles/shakira_166761/launch.htmhttp://demo.eyeblaster.com/demos/eyeblaster_demofiles/shakira_166761/launch.htm http://demo.eyeblaster.com/demos/eyeblaster_demofiles/WallaceGromit_UK/start.htmhttp://demo.eyeblaster.com/demos/eyeblaster_demofiles/WallaceGromit_UK/start.htm

– Full Page Overlay – ad appears layered over web pageFull Page Overlay – ad appears layered over web pagehttp://demo.eyeblaster.com/Demos/nike_free_DK/launch.htmhttp://demo.eyeblaster.com/Demos/nike_free_DK/launch.htmhttp://www.eyeblaster.com/website/new_archive/2003/september_03/Hulk_FullPage_on_Blackplanet/Hulk_Launch.htmhttp://www.eyeblaster.com/website/new_archive/2003/september_03/Hulk_FullPage_on_Blackplanet/Hulk_Launch.htm

– Wallpaper - takes the place of a Web page's background and plays for a set duration Wallpaper - takes the place of a Web page's background and plays for a set duration http://demo.eyeblaster.com/demos/eyeblaster_demofiles/Bounty_wallpaper/Bounty_Launch.htmhttp://demo.eyeblaster.com/demos/eyeblaster_demofiles/Bounty_wallpaper/Bounty_Launch.htm http://demo.eyeblaster.com/demos/eyeblaster_demofiles/iMedia_Brand_Summit/imedia_Launch.htmhttp://demo.eyeblaster.com/demos/eyeblaster_demofiles/iMedia_Brand_Summit/imedia_Launch.htm

DoubleClickDoubleClick

http://www.doubleclick.com/insight/gallery/floating/index.asphttp://www.doubleclick.com/insight/gallery/floating/index.asp EyeWonderEyeWonder

http://cdn.eyewonder.com/100125/adWdrDemos/122413/122413_97027_3497_Demo_web.htmlhttp://cdn.eyewonder.com/100125/adWdrDemos/122413/122413_97027_3497_Demo_web.html

United Virtualities ShoskelesUnited Virtualities Shoskeleshttp://www.unitedvirtualities.com/demo/wireless2/http://www.unitedvirtualities.com/demo/wireless2/http://www.unitedvirtualities.com/demo/rhinocort5/http://www.unitedvirtualities.com/demo/rhinocort5/http://http://www.unitedvirtualities.com/demo/hollandwww.unitedvirtualities.com/demo/holland//http://demos.unitedvirtualities.com/shoshtv_hd5/http://demos.unitedvirtualities.com/shoshtv_hd5/http://www.unitedvirtualities.com/shoshkeles.htmhttp://www.unitedvirtualities.com/shoshkeles.htm

InterstitialInterstitial

Ads that appear while a publisher’s content is loading. Ads that appear while a publisher’s content is loading. Also known as transition ads, intermercial ads, splash Also known as transition ads, intermercial ads, splash pages and Flash pages. pages and Flash pages.

– An interstitial is usually designed to move automatically An interstitial is usually designed to move automatically to the page the user requested after allowing enough to the page the user requested after allowing enough time for the message to register or the ad(s) to be read. time for the message to register or the ad(s) to be read.

– All interstitials have in common the use of unused space All interstitials have in common the use of unused space and time online, where an ad is shown while the user is and time online, where an ad is shown while the user is waiting for the next expected action. waiting for the next expected action.

– Trademarked as Superstitial by Trademarked as Superstitial by UnicastUnicast

ExamplesExamples

– http://www.eyeblaster.com/website/new_archive/2003/septembehttp://www.eyeblaster.com/website/new_archive/2003/september_03/AlaskaAirlines_NYTimes/AlaskaAirlines_Launch.htmr_03/AlaskaAirlines_NYTimes/AlaskaAirlines_Launch.htm

InterstitialsInterstitials

AdvantagesAdvantages– The ad creative uses "dead time" to show an ad message, at a The ad creative uses "dead time" to show an ad message, at a

time when the site visitor is on hold and attentive to the time when the site visitor is on hold and attentive to the message that appears. message that appears.

– Their ability to incorporate sound and video. Many sites that Their ability to incorporate sound and video. Many sites that accept interstitial ads can take them in a form reminiscent of TV accept interstitial ads can take them in a form reminiscent of TV ads. ads.

DisadvantagesDisadvantages– Users often don't understand that the interstitial they see on Users often don't understand that the interstitial they see on

their screen while they're waiting for a page to load is using their screen while they're waiting for a page to load is using "dead time"; instead, there's a tendency to think the interstitial "dead time"; instead, there's a tendency to think the interstitial is slowing the arrival of the page they've requested. And this is slowing the arrival of the page they've requested. And this translates to annoyed users -- users, moreover, who might translates to annoyed users -- users, moreover, who might "blame" the product or service advertised for their annoyance! "blame" the product or service advertised for their annoyance!

– While they can attract a lot of attention, this does not always While they can attract a lot of attention, this does not always generate a large number of clicks. It's that "branding" vs. "direct generate a large number of clicks. It's that "branding" vs. "direct response" issue again. If an ad's effectiveness is going to be response" issue again. If an ad's effectiveness is going to be evaluated on the basis on click-throughs, interstitials may not be evaluated on the basis on click-throughs, interstitials may not be the best vehicle to sell an advertiser. the best vehicle to sell an advertiser.

Test ExtensivelyFor these banner ads, For these banner ads, which backgroundwhich backgroundcolor led to thecolor led to thehighest click-throughhighest click-throughrate?rate?

Test Extensively

1. 0.075%1. 0.075%

2. 0.069%2. 0.069%

3. 0.067%3. 0.067%

4. 0.058%4. 0.058%

5. 0.051%5. 0.051%

Ask for Immediate Action• It is more than just saying, “Click Here.”

Instead provide a specific “Call To Action”• “Free Shipping if You Order Today”• “Click to Apply”

• The word “free” works well, but you don’t always get qualified customers

• If you convince visitors to click on your ad… Where do they end up?A good, functional Landing Page is a must!

Completes the selling processConverts browser to buyer

Goal of Landing Page: Achieve your Most Wanted Response (MWR).

Principles of Good Landing Pages Request necessary information only!

– Not the time for a customer survey– The shorter the form, the better

Make sure the form is on the first page

Give an incentive and restrict time horizon– Example: “Free shipping, if you order today”

Make the next step clear– When arriving on landing page, what must the person

do?– Keep focused on the MWR!

Track ad effectiveness to determine what percentage of click-throughs result in your MWR.

Clicking on thisbanner ad…

…leads to this page

Question 1: Is thisa good example of

a landing page? Why or why not?

Clicking this ad…

…takes you here



Clicking here…

…takes you here

Question 4: Is thisa good example

of a landing page? Why or why not?

…first launches thissuperterstitial…

Clicking here…

…then takes you here

Question 5: Are theseeffective landing

pages? Why or why not?

Clicking this ad…

…takes you here

Question 6: Is thisa good example

of a landing page? Why or why not?

Clicking this ad…

…bringsyou here

Question 7: Is thisa good example ofa landing page? Why or why not?

Clicking here…

…brings you here, where you must click here…

…to bring you to this page, where you must scroll downto the bottom of the page soyou can click here…

…so you can finally arrive here.You must click, search, click, search, scroll, search, and click before you arrive (presumably) to the MWR page (where you must click again to register!)Question 8: Good landing page? Why or why not?

Petco ExamplePetco Example

http://www.grokdotcom.com/2007http://www.grokdotcom.com/2007/08/17/screencast-conversion-boo/08/17/screencast-conversion-boosting-basics-for-petcocom/sting-basics-for-petcocom/

advertising on the internet

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