INTERNET ADVERTISING
E-mail - sending ad messages that are wanted such as newsletters and sales updates the customer has given permission to be sent. SPAM unsolicited email
Sponsoring discussion groups - highly targeted niche marketing
Zines or online newsletters - can place ads in a newsletter online just as you would in an offline newsletter, magazine or newspaper
BANNERS
Banners are rectangular graphics located on Web pages. They are about the size of six postage stamps.
1. Static - fixed images, easy to produce but can be boring
2. Animated - move or spin or have some form of action - they pull higher click through rates than static banners Intervu - can display a short, 3-5 second video clip from within a window in the banner. Real Audio/real video can have a banner play audio.
3. Interactive - Rich media banners allow a consumer to complete a transaction within the advertisement without leaving the publishers web site.
BUTTONS
Buttons are small banner-type ads that can be placed anywhere on a page and are linked to the button sponsor. Consumers can click the button and download software.
SKYSCRAPERS
Column of ads or a single ad that is vertical on the page
INTERSTITIALS
Interstitials - are ads that pop onto the screen and interrupt users. They are sometimes called, pop-up’s, e-mercials or intermercials, under pop They come in different sizes. There is no warning when they will appear but you can click out of them unlike television commercials.
OTHER FORMS OF ADVERTISING
Pay per click search engine - the advertiser/web owner bids for the right to be placed in the top 100 key-word positions on a search engine.
Screensavers - consumers can build their own screen containing integrated advertising.
Bookmarks and toolbars - advertisers can put their logo on consumers toolbars
Cursors - instead of the arrow, can have flowers move across the screen or logos
BROCHUREWARE OR THE WEB PAGES THEMSELVES
Online catalogs were some of the first commercial attempts at advertising on the internet. Today there are hundreds of online stores.
ADVANTAGES
1. Many companies/services/organizations can afford to create web pages
2. Through e-mail response mechanisms or click throughs an advertiser can get instant feedback on an offer or a message
3. Can reach a global audience (at least first world)
4. An ad campaign can be launched, updated or canceled immediately
5. Can move the consumer from information seeker to purchaser friction free.
DISADVANTAGES
1. There are millions of web sites - how do you choose which one to place banners, pop ups etc on?
2. There are millions of web sites - how do you get your target audience to go to your web site and once there to buy or subscribe or leave information about themselves. Staying at a site is called stickiness. Stickiness is associated with three factors: 1. How long do your visitors spend at your site; 2. How deep will they go exploring; 3. How often do they return
3. There is no standardized pricing
4. Clutter - pages have become very cluttered
Players
Sellers - hundreds of thousands of sites that can/could/do sell something
Web site publishers - big media companies such as Washington Post and AOL
Ad networks - represent a slate of sites serving as a sales force for publishers who participate in their networks. They make it possible for advertisers to extend their reach into a variety of sites with one media buy.
Representation firms - sites with advertising to sell can hire a firm to sell as space on their behalf.
Auctions - publishers offer soon-to-expire ad space on the auction block for quick sale
Interactive Agencies
“Boutique shops pioneered online advertising. It didn’t come from Madison Ave. Interactive agencies came from Web site development, direct marketing and from traditional agencies who grew to encompass digital advertising.