D'McDonaldstrath'ac'ukInformation Strategy Directorate

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Advertising on JANET
A JISC funded study

• Diane McDonald
• Strathclyde University

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Outline of session

• Outline of JISC study
• Issues considered
• Findings
• JISC decision

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JISC Study into Advertising on JANET

• Inform JISC of the issues
• JISC Services
• Institutions
• Consortium
• Diane McDonald, Ralph Weedon, Caroline Breslin,
  Strathclyde University
• Brian Kelly, UKOLN
• George Neisser, National Cache (advisor)
• 3 months
• Report to May meeting of JCEI

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issues
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Types of Electronic marketing
Electronic newletters
spam
banner
Email footers
adware
Pop-up windows
Screen savers
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(No Transcript)
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Sponsorship
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Banner Advertising
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Sell-through
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Commercial funding in exchange for Marketing
Information
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Sponsorship of Electronic Newsletters
1 Observer Newspaper article on e-newsletter
click-throughs, 18/02/01
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Screen Savers
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Banner Advertising within Email
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Types ofelectronic marketing
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• 56K Dial-up User
• Bandwidth reduction 34.9K
• Extra time to download - 0.15s
• (Page Size 41.1K (34.8K), Ad Size 6K)

• 56K Dial-up User
• Additional Cost (peak rate) 0.01pence

network traffic

• FE Connected at 2M
• Bandwidth reduction 1.75M
• (Page Size 41.1K (34.8K), Ad Size 6K)

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Usability of JISC Web services
But - Special Needs access also effected!
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• May be legal / funding restrictions
• No legal restriction in UK
• General legislation applies

• Not an issue when appropriate to content

• Development still in infancy
• Only 4 respondents had official policy
• Conflicting interpretation of JANET AUP

• Content providers concerned that marketing is in
  line with their image
• Contributors may expect income but!
• No evidence of impact on h/w, s/w provision

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JISC Advertising Service - broker deals for JISC
Services / Community
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Advantages
Disadvantages
JISC Advertising Brokering Service
?
Consortium Approach?
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Consult user organisations?
Consider general marketing policy
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• Traditional source of revenue generation
• New method of deliver gt new problems
• Potential conflict with organisations marketing
  message

• Free service
• Additional information

Already here!
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Summary

• Part of general marketing
• Well chosen, appropriate content aids
  acceptability
• Sponsorship probably most acceptable
• Profit margins limited
• Policy clarification additional advice
  required
• Consortium approach more appropriate than a
  central Brokering Service

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JISC Decision

• No advertising on JISC Services
• Reconsider JANET AUP
• Commission Guidelines for institutions
• No JISC Advertising Brokering Service
• Await interest from FE / HE regarding consortium
  approach
• Institutional decision

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Study Report

• http//www.strath.ac.uk/IT/projects/report/jisc-a
  dvertising.pdf