Advertising on the Web

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Advertising on the Web

• Jabeen Kotapali, Mark Stead and Dean Stokes

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Summary

• What is advertising
• Benefits of Web Advertising
• Advertising Mediums
• How the Web is different to other advertising
  mediums
• Advantages of Advertising on the Web
• Advertising Strategies
• Advertising Agents
• Advertising Regulations
• Advertising that works

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What is advertising?

• Best ways to empower the consumer and enhance
  their experience in a space where the consumer
  controls their individual exposure to
  advertising
• In simpler terms, it means promoting your
  product/services to the potential consumer
• Web Advertising from companies provides a gateway

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Benefits of Web Advertising

• The more targeted and timely the company is in
  attracting visitors to their sites, the higher
  the probability of making a sale to those
  visitors. Potential benefits of advertising on
  the Web include
• Growth and protection
• Low capital requirements
• Increase in Profits
• Tracking
• Easy information sharing between potential
  customer and company
• Exposure via the worlds largest information
  superhighway

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Advertising Mediums
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Advertising Strategies Text/Hyperlinks

• Hyperlinks (Text Hyperlink ) a clickable piece
  of text on a page which takes the user to another
  page
• Advantages include
• Hyperlinks are integral to the Web concept
• A text link is the simplest form of web
  advertising
• Cheap - require no design and virtually no
  analysis
• Disadvantage tend not to grab a users attention
  particularly well as
• not able to sell/promote something in the way a
  TV commercial for example would

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Advertising Strategies Directories

• A directory is a list of websites, organised in
  categories and sub categories.
• One of the most popular directory services is
  provided by Yahoo (http//uk.dir.yahoo.com).
• This method is particularly suited to more
  specialist products/services.

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Advertising Strategies Directories Continued

• Websites can have a sponsored listing

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Advertising Strategies Directories Continued

• Main Advantage
• Specialist/niche companies can easily be found
• Disadvantage
• Most users keep the listing in alphabetical order
• Websites which are orientated towards more than
  one country may not be displayed when the country
  filter is used
• Areas with high numbers of websites

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Advertising Strategies Banners

• A banner ad is a graphic advert
• Along with text links these are the most basic
  and popular forms of online advertising
• usually placed in the upper half of a web page,
  at the top, right-hand side or left hand side

A Banner Advert
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Advertising Strategies Banners Continued

• A Banner is a graphic hyperlink which can be
• A Static advert
• Dynamic images
• A simple animation
• An interactive banner

Examples of Interactive Banners
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Advertising Strategies Banners Continued

• Major advantage
• They can stand out from the page
• Banners allow a certain amount of interactivity
• The use of dynamic adverts and especially
  interactive ones make a company and their
  product/service seem much more dynamic and
  modern.
• Disadvantage
• Large file size for people who have slow internet
  connections.
• Mouse-over rollover banner adverts can
  occasionally be annoying to users
• Banners are suitable for a wide range of products
  and services

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Advertising Strategies Pop ups

• This is a cost effective solution for companies
  to attract unlimited visitors to their Website.
• This marketing selection enables thousands of
  people to actually see and visit the companies
  web sites
• Affiliate relationships are established with many
  popular high traffic web sites.
• The owners of these web sites place specific
  coding on their web pages

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Advertising Strategies Pop ups Continued

• Pop-up ads (or pop-up) are perceived to be one of
  the most annoying forms of advertising
• Pop-ups are small browser windows which are
  opened by a website

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Advertising Strategies Pop ups Continued

• Pop-ups are not in the same window as the site
  which opened it
• Pop-ups also allow for larger adverts than are
  conventionally allowed on a website
• But pop-ups open a totally new browser window
  totally dedicated to the advert, and can be as
  large as desired.
• Internet users find pop-ups very irritating
• Because of this irritation, applications stopping
  pop-ups from appearing (pop-up blockers) are very
  popular (Internet Explorer and Mozilla Firefox
  have inbuilt pop-up blockers)
• Pop-ups can suit a wide range of products and
  services
• Do not suite the image of being consumer
  friendly that many companies attempt to achieve.

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Advertising Strategies Search Engines

• Search engines are very popular with internet
  users
• Google is the most popular search engine.
• There are typically two main ways to advertise
  using a search engine such as Google
• Search Listings - Free (On virtually all Search
  Engines)
• Search Engines
• Companies need to ensure Search Engine
  Optimisation.

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Advertising Strategies Search Engines Continued

• Advantages
• Inclusion in the search results is free
• When a website has a sponsored listing it is
  only displayed when a related search is made
• Search engines are the only type of site that
  users visit with the explicit intention of
  finding somewhere else to go as quickly as
  possible.
• Because they know what users are looking for,
  search engines can target Adverts to a user's
  precise navigation goals.
• Displaying an ad for something that the user
  immediately wants is much more fruitful than
  targeting Adverts based on general marketing
  techniques.
• Disadvantages
• Not totally reliable

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How is the Web Different to other Advertising
Mediums?

• No Tangible form purely electronic
• Purchases can be made over the medium (Digital TV
  also allows this)
• Potentially viewable by a worldwide audience
• Interactive
• Potential for a very high degree of
  personalisation

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Advantages of Advertising on the Web

• High information throughput
• An adverts degree of success or failure can be
  analysed by
• The amount of times a advert is loaded, the
  number of click throughs the number of sales
• Adverts and advertising strategies can be changed
  and updated instantaneously
• Its very easy to advertise to niche markets
  just advertise on a specialised site

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Advantages of Advertising on the Web Continued

• Adverts can also be personalised to a specific
  user or group of users, depending on the users
  past purchasing habits
• E.g. DBMSs such as My SQL, Oracle with web based
  languages such as PHP
• Users can interact with an advert
• E.g. Java/JavaScript, Flash
• Users have the potential to purchase immediately
  after viewing a advert

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Advertising Agents

• There is a wide range of online companies that
  offer to manage or assist organisations
  advertising campaigns.
• E.g. Guava
• Expertise in marketing, design and technology
• Cheaper than doing it yourself (unless there is
  already in-house expertise)
• However, a business will become reliant on the
  advertising agent

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Advertising Regulations

• Advertising is self-regulating there is very
  little legislation.
• ASA The Advertising Standards Agency, provides
  a set of guidelines for advertisers
• ASA monitors advertising and can take appropriate
  action when an advert violates them, dependant on
  the severity of the breach
• For example
• Advising the company about a breach, publicising
  a breach, reporting the company to the Trading
  Standards Agency

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Advertising that works

• There are many ways in which the Web can be used
  successfully to Advertise
• Corporate Websites
• Banner ads useful because they attract qualified
  users to such corporate sites
• A survey of people who had actually bought things
  on the Web discovered that only 12 of buying
  customers had arrived at the vendor's site from
  an Advertisement - 88 of the shoppers had
  navigated there in other ways.
• Search engines and hypertext links

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Disadvantages of advertising on the web

• Pop-ups - are used for advertising however, they
  are sometimes exploited to display unwanted and
  irrelevant material.
• Pop-up are not generally a good form of
  advertising because the users will generally
  ignore them immediately
• Pop-up blockers are frequently used to prevent
  pop-ups appearing
• Pop-ups are not generally a good way to advertise
  on the internet

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Disadvantages of advertising on the web

• Search engines in the majority of cases a user
  may only look at the first page of a search
  engines results, therefore a company may have to
  pay more money to get a better position
• Smaller websites dont tend to generate
  sufficient funds from advertising on the web
• Pages loading slowly if this happens it may
  cause users to go elsewhere
• Deception is used often in internet advertising
  users may be tricked into accessing unwanted
  material
• Search engines positional aspects effect the
  amount of users that will access a website

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Why Advertising does not work on the Web
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Future of advertising on the web

• Advertising on the web may coincide with the
  rapid growth of the internet as a whole
• It is possible that a variety of new methods and
  strategies of internet advertising could be
  created
• There are certain areas of internet advertising
  that need to be improved/prevented e.g. pop-ups
• The use of banners, search engines and other
  methods of advertising can be effective and may
  be utilised by advertisers for years to come

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Conclusion

• Advertising on the web is a significant aspect of
  e-commerce overall
• With the internet as one of the most popular
  pastimes, more companies are exploiting the
  internet to give their business maximum exposure
• A lot of businesses rely on advertising on the
  web over traditional methods
• However, web users are often there for a specific
  reason and advertising can be ignored
• The web is customer-orientated and therefore the
  customer makes the final decision there is no
  way of exploiting advertisements if the user is
  not interested
• Traditional methods of advertising such as T.V.
  still hold some advantages over web
  advertisements internet can be slow

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Conclusion

• The main overall advantage is that there are a
  variety are different methods and strategies
  available when it comes to advertising on the web
  - Companies use advertising on the to web to
  exploit the knowledge of users
  preferences/interests one-to-one marketing
• In some cases it can be better for a small
  company to not use advertising on the web cost
  effective
• The internet differs from traditions methods
  because it includes many different types of
  advertising banners, search engines etc.
• A website advertisement can have the use of as
  much text audio and visual information as
  required traditional methods such as radio is
  restricted
• There tends to be a higher percent of people who
  will make a purchase on a certain website,
  because they have chose to access it