INTERNET ADVERTISING PROMO COMM

Slide 1:INTERNET ADVERTISING & PROMO COMMCLASS 6

Creative Issues I: Different Ways to Advertise on the Internet

Slide 2:Different Ways to Advertise On the Net

Advertising via the Web Advertising via E-mail & Related Forms

Slide 3: Advertising via the Web 1. Own Web Site

Fundamental for most b-2-b or b-2-c marketers Design & Functional Types � brochureware (www.octfcu.org) interactive showroom (www.gm.com), content-rich sites (www.catchow.com; www.cartalk.com), cool sites (www.barbie.com, www.disney.com) Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 4: Advertising via the Web 2. Banners/Buttons

Largest ad volume; 29 % in 2002 (36% in 2001, 52% in 1998) Relatively low cost choice, appropriate for all (small to large) businesses Different sizes available, larger units (skyscraper, rectangle) & rich media banners are becoming more popular Full banner rate ($2 CPM in search engines, to $50 in b2b sites)

Slide 5: Advertising via the Web 2. Banners/Buttons

From Static to Animated to Interactive (HTML) to Rich banners Examples: http://artistdirect.com (flash-based), http://www.adreview.com/ http://www.l90.com/client_studies/nike_id_fapremier/banners/ Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 6: Advertising via the Web 3.Content Sponsorships / Advertorials / Product Placement

Content of the site or page is integrated with the sponsored message 18 % of Total in 2002 (26% in 2001, 40% in 1998) Used primarily by medium to large advertisers; popular among CPG marketers High cost (avg $10,000 to $500,000 month)

Slide 7: Advertising via the Web 3. Content Sponsorships/ Advertorials / Product Placement

Examples: www.carpoint.com (see Honda sponsorship), also visit www.i-Village.com an automotive ad shown in an editorial concerning car repair/maintenance, the same editorial mentioning the name of an engine oil brand, along with the brand ad shown next Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 8: Advertising via the Web4. Classified/Yellow Pages/Directories

Electronic-equivalent to yellow pages or newspaper classified ads, print business directories 15% of volume (2002), increased from 3% (1998) Ad (production and placement) cost is low (e.g., $100 - $300); affordable by small businesses e.g. : Classified: http://classifieds.yahoo.com, Yellow Pages: http://www.teldir.com/ Directories: http://www.globalyp.com/world.htm Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 9: Advertising via the Web5. Keyword Search or Text Links 

4% of volume Ad looking like an editorial text link, when clicked, an ad message appears Ad (production and placement) cost is relatively low; appropriate for small to medium business Examples: https://nikkeicu.org/cu.html?pageid=10 Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 10: Advertising via the Web 6. Interstitials & Rich Media Ads

Bigger, more interactive & graphic intensive alternatives than banners; pop-ups, intermercials, streaming media, displayed independently from the site 10% of total ad volume (2002), most popular among b2b, public services, automotive, CPG marketers Increasingly popular due to branding potential, TV-like experience, ease of integration with TV ads

Slide 11: Advertising via the Web  6. Interstitials & Rich Media

Problems Bottle neck in the adoption of high bandwidth access causes slowdown in growth Technological challenge, reluctance among publishers due to negative consumer perception, Examples: http://www.la.com, http://www.adcouncil.org/rich_media/ondcp_rich.html Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 12: Advertising via the Web  7. Other Advertising Forms

Layer/Floating Ads (www.travelocity.com) Expandable ads (e.g, by PointRoll, BlueStreak) Toolbars, Bookmarks, Cursors Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 13:Advertising via E-mail (4%)

Ad-supported e-mail services offer free e-mail access for viewing advertising, targeting available (e.g., www.hotmail.com, www.juno.com) Discussion lists, e-mail newsletters, e-zines (daily, weekly, monthly) targeting opportunities -- (e.g., www.o-a.com, www.markwelch.com, www.forrester.com) Email Games (www.yoyo.com) Direct E-mail  Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Slide 14:Choosing the right form(s) -- will depend on

Goals (brand building, direct response, traffic building) Available budget Breadth of target, consumer�s Internet use behavior Creative/technological sophistication required (level of product interest)

Slide 15:Recommendation

For brand building, larger banners, rich media ads, content sponsorships, own site For direct response goals, any type is good; banners and sponsorships more costly alternative For traffic building, keyword search.text links, and email, banners