Internet Advertising

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Internet Advertising

• By Lindsay Blanchard
• Adam Forrler

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Internet Advertising

• History
• Types of Internet Advertising
• Banners
• Keyword Search
• Pop-Ups
• E-mail
• Sponsorships
• Internet Advertising Expenditures
• Marketing Benefits
• Caching
• Cookies
• Status of Internet Advertising Today

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History

• The world wide web was invented
• by a British scientist in a research
• and development lab in 1993.
• Internet Marketing began one year later,
• with advertising in 1994 when
• Hotwired.com
• sold the first banner ad.

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Internet advertising is the fastest growing
marketing channel.
Percentage of Media Budget Allocated to Online
Ads
2001 5.25 2004 8.35 2007 17.00
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Types of Internet Advertising
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• The first type of online ad, a rectangular strip
  that runs at the bottom or top of a webpage,
  often animated.
  
• Clicking on a banner takes you to a site.

Great direct marketing and brand building tool
for businesses.
They are busy and aggressive, often making them
distracting to the person online.
5 - 50 for every 1,000 ad impressions that
appear on a given website. Variability in price
depends on how targeted the ad is and what site
it appears on.
Sky Scrapers Bulky Boxes are two specific types
of banners
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Keyword Search

• Currently the fastest growing venue for internet
  marketing
  
• Control 1.3 billion marketing dollars
  Jupiter Research
  
• Search engines are now full-fledged media
  companies

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Pop-Ups/Interstitials

• A second browser window that opens while the web
  page downloads.
  
• Displays audio, video, and animation.

BUY ME!!!
They have a 6 click through rate, making them
more than worth while for businesses, as this is
the highest rate out of any other form of online
advertising.
For the computer user, they are unavoidable,
intrusive, and they take time.
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Advertisments often come in the form of Emails.

• Highly targeted audience.
• Response rates of 5 - 15
• It is cost effective for a business as
  customers are obtained and respond quickly

• JUNK MAIL!!!!
• The average number of emails received per person
  from marketers is expected to multiple 40 times
  from 40 emails in 1999, to 1,612 in 2005
  

From 15 - 25 For each 1,000 emails targeted
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Sponsorships

• Sole advertising on a site or channel

Branding targeted audience.

• They have a tendency to be ignored.
• Viewers are skeptical of the objectivity of the
  information that they provide.
  
• Lacks interactivity.

Ranges from 30 - 75 per 1,000 viewers.
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• Internet advertising expenditures by type, as
  a percentage of the total amount spent on
  internet advertising as a whole.

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Marketing Benefits

• The internet can server as a channel for
  1. Communication 2.
  Transaction 3. Distribution
  
• There is no other medium that can accomplish all
  three at once.
  
• It is interactive allowing users to simply click
  on a given text to bring them somewhere else on
  the web
  
• Provides customized content to meet the
  consumers needs
  
• Has the capacity for multimedia content
  including 1. Text 2.
  Graphics 3. Audio 4. Video
  
• The above characteristics makes the internet a
  suitable medium for high impact advertising

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Caching

• The caching of pages on the users computer, also
  known as the cache server, means that the ad
  counting program will not be able to track all
  views.
• There are several techniques for telling the
  browser not to cache particular pages.
  
• However, caching for no pages may mean that the
  user will find your site slower than you would
  like.

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Cookies

• A cookie is a file on a Web users hard drive
  that is used by Web sites to record data about
  the user.
  
• Can be found in one of the subdirectories under
  the browser file directory.
  
• Ad rotation software uses cookies to tell which
  ad the user has just seen to allow a specific
  subsequent ad to be seen in the next page view.

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The decreases are due to the huge increase in the
number of emails sent, and the decrease of new
customers, who are responsive to these emails,
and other forms of internet advertising.
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