Internet AdvertisingInternet Advertising

Assessing user interaction Assessing user interaction with, the effectiveness of, and with, the effectiveness of, and

the future of online the future of online advertising.advertising.

What’s the Plan Chief?What’s the Plan Chief?

► IntroductionIntroduction Why is it important to research pop-ups?Why is it important to research pop-ups? What are the issues with pop-up What are the issues with pop-up

advertising?advertising?

►MethodsMethods►ResultsResults►**ENERGIZER!!!****ENERGIZER!!!**►Conclusion and ResultsConclusion and Results

Introduction—Introduction—original ain’t it original ain’t it

► What’s so special about Internet advertising?What’s so special about Internet advertising? The development of advertising online reflects the The development of advertising online reflects the

general development of the Internet and the WWW.general development of the Internet and the WWW. Online ads, like pop-ups, make most content on the Online ads, like pop-ups, make most content on the

WWW free to users.WWW free to users. Commercialization of the Internet has become a Commercialization of the Internet has become a

key issue and continues to effect the future of the key issue and continues to effect the future of the WWW.WWW.

► What’s up with the pop-up?What’s up with the pop-up? Many news articles and people claim pop-ups are Many news articles and people claim pop-ups are

ineffective and are a waste of a marketing budget.ineffective and are a waste of a marketing budget. However, research shows otherwise.However, research shows otherwise.

Types of Pop-upsTypes of Pop-ups

► Regular pop-up: graphical and textual ad opens and Regular pop-up: graphical and textual ad opens and requires user to interact by closing windowrequires user to interact by closing window

► Auto-Closing Pop-up: Pop-up that closes on its ownAuto-Closing Pop-up: Pop-up that closes on its own► Commercial Style Pop-up: Audio/Video advertisement Commercial Style Pop-up: Audio/Video advertisement

that appears when browser is loading a new page or web that appears when browser is loading a new page or web site.site.

MethodsMethods

►General Background ResearchGeneral Background Research►QuestionnaireQuestionnaire►User Study on different types of pop-User Study on different types of pop-

ups and user’s interaction with type.ups and user’s interaction with type.

Kimberly-Clark Case StudyKimberly-Clark Case Study

►By integrating TV, print, and online By integrating TV, print, and online advertising, Kimberly-Clark improved advertising, Kimberly-Clark improved results in their marketing campaign for results in their marketing campaign for SoftPack by 15% overall.SoftPack by 15% overall.

►Expedia didn’t experience any Expedia didn’t experience any increase in results when they did TV increase in results when they did TV and online advertising. Why? Where and online advertising. Why? Where did K-C go right and Expedia go did K-C go right and Expedia go wrong?wrong?

User Study InformationUser Study Information

►Length of time spent per site: Average Length of time spent per site: Average 3.4 minutes3.4 minutes

►Longest time on a single site: Longest time on a single site:

ResultsResults

ENERGIZERENERGIZER

Conclusion and DiscussionConclusion and Discussion

►Develop a set of uniform standards for Develop a set of uniform standards for Internet advertising.Internet advertising.

►Adapt current advertising legislation to Adapt current advertising legislation to the Internet.the Internet.

►Create regularity and schedules for pop-Create regularity and schedules for pop-ups.ups.

►Limit user interaction with advertising.Limit user interaction with advertising.► Increase mixed media advertising for Increase mixed media advertising for

more effective marketing results.more effective marketing results.