iwmw 2001: advertising on web sites
TRANSCRIPT
25/06/01 [email protected] Information Strategy Directorate
Advertising on JANET
Diane McDonaldStrathclyde University
A JISC funded study
25/06/01 [email protected] Information Strategy Directorate
Outline of session• Outline of JISC study • Issues considered• Findings• JISC decision
25/06/01 [email protected] Information Strategy Directorate
JISC Study into Advertising on JANET
• Inform JISC of the issues• JISC Services• Institutions
• Consortium• Diane McDonald, Ralph Weedon, Caroline Breslin,
Strathclyde University• Brian Kelly, UKOLN• George Neisser, National Cache (advisor)
• 3 months• Report to May meeting of JCEI
25/06/01 [email protected] Information Strategy Directorate
issues
feasibility
ethical
restrictions
Others?
maximisepotential
Types ofelectronic marketing
25/06/01 [email protected] Information Strategy Directorate
Types of Electronic marketing
banner
Pop-up windowsScreen savers
adware
Electronicnewletters
Emailfooters
spamSponsorshiplogos
“free”
25/06/01 [email protected] Information Strategy Directorate
economic
issues
feasibility
ethical
restrictions
Others?
maximisepotential
Types ofelectronic marketing
25/06/01 [email protected] Information Strategy Directorate
SponsorshipExpected Income £500 - £2000 per quarter per logo
Potential Problems
Conflict of marketing of institution or Service.Potential for perceived endorsement of sponsor.Slight increase in download time.Reduced transfer rate of information sought.
Cost Effective Yes
Comments Multiple sponsorship “launch pads” - most cost effective
25/06/01 [email protected] Information Strategy Directorate
Banner AdvertisingExpected Income £2 - £20 CPM
Potential Problems
Perceived endorsement of products.Increase in download time.Reduced transfer rate of information sought.Distracting / annoying for user.Not readily adapted for visually impaired access.Normal implementation outwith JANET AUP -?
Cost Effective Yes – marginal!
CommentsPotential problems => a less preferential option. > 99.7% of web-based adverts do not receive a single click
25/06/01 [email protected] Information Strategy Directorate
Sell-through
Expected Income ?
Potential Problems As with Advertising
Cost Effective Marginal unless tightly targeted – e.g British Library
Comments Should purchaser receive % of revenue generated?
25/06/01 [email protected] Information Strategy Directorate
Commercial funding in exchange for Marketing Information
Expected Income ?
Potential Problems
May be against the Data Protection Act 1998Possibly unacceptable to users
Cost Effective Unknown
CommentsTake legal adviceembryonic market => reconsider in future
25/06/01 [email protected] Information Strategy Directorate
Sponsorship of Electronic Newsletters
Expected Income
£5-£30 CPM Per publication rates are agreed on individual cases.
Potential Problems Potential for perceived endorsement of sponsor.
Cost Effective Yes
Comments
Click-through rate in e-newsletters is significantly higher than normal. 1
Income varies by perceived reputation and circulation of newsletter.The smaller the newsletter, the higher the return.
1 Observer Newspaper article on e-newsletter click-throughs, 18/02/01
25/06/01 [email protected] Information Strategy Directorate
Screen Savers
Expected Income £5-£15 per PC per quarter
Potential Problems Potential for perceived endorsement of sponsor.
Cost Effective Yes
Comments Already in considerable use within the sector.
25/06/01 [email protected] Information Strategy Directorate
Banner Advertising within EmailExpected Income £20-£40 CPM
Potential Problems
Potential for perceived endorsement of sponsor. Need to ensure the email has been solicited in some form – i.e. not spam
Cost Effective Yes
Comments No use of this was found within the sector.
25/06/01 [email protected] Information Strategy Directorate
technical
economic
Types ofelectronic marketing
issues
feasibility
ethical
restrictions
Others?
maximisepotential
25/06/01 [email protected] Information Strategy Directorate
networktraffic
bandwidthreduction
networksaturation
cost
user institution
campus manSJ4 ISP
upgrade
profile
monitoring
Traffic Load due to electronic marketing
0100020003000400050006000700080009000
1000011000120001300014000
Number of hosts w ith electronic marketing
addi
tiona
l ban
dwid
th u
sed
(Kb)
WWW + banner ad
WWW + sponsorship
dial-up
512K
2M FE
10M HE
WWW
56K Dial-up User•Bandwidth reduction – 34.9K •Extra time to download - 0.15s(Page Size 41.1K (34.8K), Ad Size 6K)
FE Connected at 2M•Bandwidth reduction – 1.75M (Page Size 41.1K (34.8K), Ad Size 6K)
56K Dial-up User•Additional Cost (peak rate) – 0.01pence
25/06/01 [email protected] Information Strategy Directorate
Usability of JISC Web services
Type % of original information transfer
Screen Size 640 x 480 pixels 800 x 600 pixels
Banner Advertising
60% 62%
Sponsorship 73% 74%
But - Special Needs access also effected!
25/06/01 [email protected] Information Strategy Directorate
technical
economic
legal
acceptability policy
issues
feasibility
ethical
restrictions
Others?
maximisepotential
3rd party
Types ofelectronic marketing
•Not an issue when appropriate to content
•May be legal / funding restrictions
•No legal restriction in UK
•General legislation applies
•Development still in infancy
•Only 4 respondents had official policy
•Conflicting interpretation of JANET AUP
•Content providers concerned that marketing is in line with their image
•Contributors may expect income – but!
•No evidence of impact on h/w, s/w provision
25/06/01 [email protected] Information Strategy Directorate
technical
economic
legal
acceptability policy
issues
feasibility
ethical
restrictions
Others?
maximisepotential
3rd party
Types ofelectronic marketing
financialcontractual
JISC Advertising Service- broker deals for JISC Services / Community
25/06/01 [email protected] Information Strategy Directorate
JISC Advertising Brokering Service
At odds with institution policy
Advantages Disadvantages
cost
Benefits of size
Missed localopportunities
Experience& skills
No uniformmarket?
Consortium Approach?
25/06/01 [email protected] Information Strategy Directorate
technical
economic
legal
acceptability policy
issues
feasibility
ethical
restrictions
Others?
maximisepotential
3rd party
Types ofelectronic marketing
financialcontractual
concept
contentConsider general marketing policy
Consult user organisations?
25/06/01 [email protected] Information Strategy Directorate
technical
economic
legal
acceptability policy
issues
feasibility
ethical
restrictions
Others?
maximisepotential
3rd party
Types ofelectronic marketing
financialcontractual
concept
content
Marketing Advantages
•Free service
•Additional information
•Traditional source of revenue generation
•New method of deliver => new problems
•Potential conflict with organisation’s marketing message
Already here!
25/06/01 [email protected] Information Strategy Directorate
Summary• Part of general marketing• Well chosen, appropriate content aids acceptability• Sponsorship probably most acceptable• Profit margins limited• Policy clarification & additional advice required• Consortium approach more appropriate than a
central Brokering Service
25/06/01 [email protected] Information Strategy Directorate
JISC Decision• No advertising on JISC Services• Reconsider JANET AUP• Commission Guidelines for institutions• No JISC Advertising Brokering Service
- Await interest from FE / HE regarding consortium approach
• Institutional decision
25/06/01 [email protected] Information Strategy Directorate
Study Report• http://www.strath.ac.uk/IT/projects/report/
jisc-advertising.pdf