INTERNET ADVERTISING & PROMO COMM CLASS 6 Creative Issues I: Different Ways to Advertise on the Internet

Different Ways to Advertise On the Net Advertising via the Web Advertising via & Related Forms

Advertising via the Web 1. Own Web Site Fundamental for most b-2-b or b-2-c marketers Design & Functional Types – brochureware ( interactive showroom ( content-rich sites ( cool sites ( Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

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)

Advertising via the Web 2. Banners/Buttons From Static to Animated to Interactive (HTML) to Rich banners Examples: (flash-based), / / Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

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)

Advertising via the Web 3. Content Sponsorships/ Advertorials / Product Placement Examples: (see Honda sponsorship), also visit 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

Advertising via the Web 4. 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: Yellow Pages: Directories: Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Advertising via the Web 5. 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: Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

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

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: Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

Advertising via the Web 7. Other Advertising Forms Layer/Floating Ads ( 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

Advertising via (4%) Ad-supported services offer free access for viewing advertising, targeting available (e.g., Discussion lists, newsletters, e-zines (daily, weekly, monthly) targeting opportunities -- (e.g., Games ( Direct Note: may refer to the hyper-linked examples (examples subject to expiration anytime); and try to find an example of each on your own

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)

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 , banners