Web Ads &

Advertising
Presented By
Irma Zavaleta
385E Information Architecture
Fall 2004
 What is Web Advertising?

Web advertising is the action of promoting your

website using online advertising tools,
techniques and methods proven to get the
results you are looking for.

It is used simultaneously as online advertising.

Online advertising is basically the action
of actively promoting your new
business.

“The signposting should give a concise and

accurate idea of what they can expect to find when
they get there with that precious click. What
happens after that, is another matter. “
-Zsolt Kerekes, is the editor of STORAGEsearch

Definition: Ads-On-Q (viewed 9/25/04). http://www.quiconnex.com/channel/item/5742

Statement: Kerekes, Z., (viewed 9/25/04) Web Advertising as Signposts.” Marketing Views. http://www.marketingviews.com/webadsassignposts.html
Advertisement: Marilyn Monroe Discovers The World's Most Glamorous Make-up...From The Westmores of Hollywood. 1952: Westmore Hollywood Cosmetics: Tru-Glo Liquid
make-up; Life Magazine
 Web Advertising Principles

• Keep ads for outside companies on the

periphery of the page
• Keep ads as small and discreet as
possible relative to your core homepage
content
• If you place ads outside the standard
banner area at the top of the page, label
them as advertising so that users don’t
confuse them with your site’s content
• Avoid using ad conventions to
showcase regular features of the site

Nielsen, J. and Tahir, M. (2002) Homepage Usability: 50 websites deconstructed. p. 29

Advertisement: "Honeymoon dreams came true...on our White Empress cruise to Europe." 1951: Canadian Pacific: Time
 What Type of
Web Advertisements Are There?
• Banners
– (static, animated and interactive)
• Interstitial
– (pop ups and similar pages that  
interrupt the user)
• Rich Media
– (Advanced technology, incorporating video,
audio, animation and photographs)
• Sponsorships, events and corporate sites
• Opt-ins
– (forms, newsletters push technologies)
• Viral marketing and email campaigns
• Spam, malware and cookies

Barnet, N. (viewed 9/25/04). Web Advertising: An Overview. www.int-evry.fr/lfh/ressources/ads/webad/webad.PPT

Advertisement:: The air is yours... use it to hurry home to your family. 1949: United Aircraft Corporation. Collier's
 A Tidbit on Pop-Ups
• Pop-ups are the single biggest annoyance on the Internet
– Yet pop-up advertising is growing faster than any other form of online advertising.
``Any survey we've seen shows that users dislike pop-ups more than almost any
other ad format,'' said David Hallerman, senior analyst at marketing-research firm
eMarketer. ``[But] we see online advertising growing 25% this year, and [ad ware]
surpassing it by 10%.'‘

Top sites for pop-up/pop-under ads for May 2004 Top pop-up/pop-under advertisers for May 2004
CNN LowerMyBills.com
ESPN.com Netflix
MSN
Apollo Group
Yahoo!
Orbitz
The Weather Channel
InterActiveCorp
Excite
American Express Company
The New York Times
Travelzoo.com
Classmates
MSNBC Cendant Corporation

CBS SportsLine Classmates Online

NOTE: All online advertising data exclude house ads, which are advertisements run on an advertiser's own Web property.
Source: Nielsen/NetRatings AdRelevance
Oser, K. (6/28/04) “Mayhem to be found with pop-ups.” Advertising Age: Vol. 75 Issue 26, p51
 How Do Advertisers Pay For It?

• Rates are quoted in cost per thousand

(CPM), meaning the cost for every thousand
times the ad is served;
– Each time an impression (someone sees the
ad on a site) is said to have occurred.

• Type of Ads Buys

– Run-of-Site
– Specific Pages
– Keyword Searches
– Targeted Users

Tauber, D. and Kienan, B. Webmastering For Dummies. 2nd Ed. P. 308, 311-312
Advertisement: Mrs. America goes Greyhound! 1954: Greyhound: Saturday Evening Post
 Ad Buys: Understanding Them

• Pay-For-Placement (PFP)
– As long as you bid the top two or three positions, you are
guaranteed to be displayed in the top of the results for the
search engine and its partners
• Pay-For-Inclusion (PFI)
– A search engine includes your website pages in its index in
exchange for payment, generally six months to one year.
This does not mean your page will appear in the top position
• Google Adwords
– Keywords you pick for your site are matched against those
products or services people have expressed an active desire
to get information on

Thurow, S. (2003) Search Engine Visibility. P. 159

Stone, B. (2003) Blogging: Genius Strategies For Instant Web Content. P. 196 (for Google Adwords)
 The Battle For Space
• Paid search results are the hottest
business on the Web, so it's little surprise
the two titans of search are colliding
– Google's revenues were $390 million in the first quarter,
up 118% from a year ago
– Yahoo moved into the business forcefully when it
acquired a paid search company called Overture last
year
• The hottest spots include the home
pages of the Big Three: Yahoo, MSN,
American Online
– Marketers generally buy the home-page ad for 24-hour
periods
– Space on these sites they may have to be booked up to
a year in advance

Woolley, Scott. (6/7/04) “No More Nice Guys.” Forbes: Vol. 173 Issue 12, p62
 A New Form Of Web Advertising: Adware

• Adware is an advertising supported software that is

available for free and in exchange displays
advertising banners within the software interface
– Instead of you having to pay for the software, the company creates
revenue by selling advertising space in the software product
– Adware will usually install additional third party components on your
system and may exchange statistical data with a remote location
over the internet
– Usually, taking advantage of these free products involves providing
some information about yourself that is used to target content and
measuring effectiveness on behalf of paying advertisers

Definition found athttp://www.webattack.com/Adwarepop.html

Elgin, B. (6/28/04) “Guess What -- You Asked For Those Pop-Up Ads.” Business Week: Issue 3889, p94
 Adware: The Controversy
So, what’s the big deal?

• Proponents argue that by monitoring a user's Web

surfing, the technology can serve up ads that are
relevant and timely
– They pooh-pooh fears that adware invades privacy,
saying they keep no records or profiles of customers
on their computers
• Both houses of Congress are considering anti-
spyware legislation. They may draw guidelines for
appropriate adware practices as well
– The state of Utah passed a tough law in March that
would ban spyware outright, along with most forms
of adware
– Several companies, from Hertz and Wells Fargo to
L.L. Bean, angered by pop-ups from competitors
appearing on their Web sites, are suing the adware
vendors and, in some cases, the advertisers
themselves
• Several studies show that between 60% and 90%
of people with adware on their machines aren't
sure how it got there or are confused about what it
does

Mullaney, T. (6/28/04)“Claria: The Napster of Pop-Up Advertising?” Business Week; Issue 3889, p96
Advertisement: For Men Only "The Chicago Executive." 1954: United Air Lines
 So How Does This Stuff Get In Your
Computer In The First Place?

• You give it permission to install

itself;
• You visit a web site to get a new
utility you've seen favorably
reviewed, download and install it
• You're just Googling around for
information and find your way to
an odd web site that wants to
show you something interesting,
but requires permission to run

Advertisement: Fada: Television of Tomorrow Today! 1948: Fada Radio & Electric Co., Inc.: New York Weekly Telegram
 The Effects of Phising and Spoofing
on Web Advertising
• “Phishing” and “spoofing” occur when scammers dupe
Web users into divulging account and other personal
information by pretending to represent known brands

• How can a marketer deal with phishy e-mail and

spoofing scamsters?
– adopt technology that certifies legitimate mail
– incorporate toolbars that warn users that they may be
entering shady parts of the Internet
• Auction site eBay (EBAY) has one that stays green when
users are on eBay, goes gray when they leave the site, and
sends out a pop-up message when they stumble onto a
known spoof site
– use software that can help companies react when
targeted by tainted mail, blunting the damage to
customers.
– Check with your Internet service providers
• Some are developing so-called "black lists" that block e-
mail from known spammers. In the future, these could be
turned into "white lists," so that only e-mail that has been
verified from legitimate sources makes it through

Stone, A. (6/22/04) “Tangled in the Phishing Lines.” Business Week Online: pN.PAG, 00p
Advertisement: $15 A DAY REVENUE!--Rail Officials Were Gleeful. 1945: Milwaukee Road; Freight Service: Des Moines Register
 The Problems With Phising and Spoofing
on Web Advertisers
– The problem with implementing many
of today's available security solutions:
• slower online communication
• more expensive for the advertiser
• more cumbersome for users
– Marketers should never ask for
personal information nor link to a
page that asks for personal data
– For now, the best defense for
marketers is strong and consistent
branding, so customers can tell the
difference between a real e-mail and
a phishing attack

Stone, A. (6/22/04) “Tangled in the Phishing Lines.” Business Week Online: pN.PAG, 00p
Advertisement: "and...I promise to keep that schoolgirl complexion.“ 1927: Palmolive Company. Good Housekeeping
 What Can I Do To Protect
Myself From Phishing?
• Don't trust e-mail headers, which can be forged easily
• Avoid filling out forms in e-mail messages. You can't know with certainty where the
data will be sent and the information can make several stops on the way to the
recipient
• Try not to click on links in an e-mail message from a company. Too many scam artists
are making forgeries of company's sites that look like the real thing
• If you go to a link offered in an unsolicited e-mail, check to see if there is an 's' after
the http in the address and a lock at the bottom of the screen. Both are indicators that
the site is secure
• If you want to do business online, don't click on an e-mail link. Go to the company's
Web site yourself and fill out information there
• Review credit card and bank account statements as soon as you receive them to
determine whether there are any unauthorized charges. If your statement is late by
more than a couple of days, call your credit card company or bank to confirm your
billing address and account balances
• Use anti-virus software and keep it up to date

Legon, J. (1/26/04) 'Phishing' scams reel in your identity: Feds pursue culprits, warn consumers. CNN. Posted: 11:21 PM EST (0421 GMT)

Federal Trade Commission Consumer Alert. (6/2/04) “How Not To Get Hooked By A Phishing Scam.”
http://www.ftc.gov/bcp/conline/pubs/alerts/phishingalrt.htm
 Why Are Phishers Rarely Caught?

• The fraud can be perpetrated very quickly, and afterward, the

perpetrator can "vanish" into cyberspace
• The phony websites typically migrate from one server to another very
rapidly -- in an effort to stay a step ahead of ISPs and law enforcement
• The average phishing web site is online for only about 54 hours,
according to June data from the APWG. Some sites, however, have
been able to remain online for more than two weeks before being shut
down or abandoned
• Existing federal laws do criminalize phishing -- but mainly after the
damage is done, when a consumer has already been defrauded as a
result of the phishing. Those measures include the laws against wire
fraud, identity theft, credit card fraud, computer fraud, and a number of
trade laws -- and may even encompass the new federal CAN SPAM Act
• Many phishers appear to send their e-mails from overseas, and it may
be difficult to prosecute persons who reside offshore

Ramasastry, A. (8/16/04) “Ramasastry: Hooking phishermen” CNN.com: Posted: 4:09 PM EDT (2009 GMT)
 After All This,
Do You Still Want To Get In The Business?

It is an industry that is exponentially

growing:
• U.S. advertisers this year will spend a
record $9.1 billion on online advertising,
according to a new report from
eMarketer
• Online's share of U.S. media spending
this year will reach a record 3.4%
• By 2007, U.S. online spending as a
percent of media advertising total is
projected at $16.0 billion

Editorial. (8/16/04) “Web worth more than mere 3.4%” Advertising Age: Vol. 75 Issue 33, p13, 1/5p
Oser, K. (8/16/04) “Net players say marketers still give Web short shrift.” Advertising Age: Vol. 75 Issue 33, p8
Advertisement: Does Your Husband Look Younger Than You Do? 1951: Dorothy Gray Salon: New York Herald Tribune
 Why is there such growth in
Web Advertisement?

While web advertising • 75% of the U.S. population

is important, other now has Internet access at
investments by home, according to
marketers, like a NetRatings
company's own Web
site, are often more
critical to making strong • 29% of U.S. homes have a
connections with broadband connection,
consumers says eMarketer

Editorial. (8/16/04) “Web worth more than mere 3.4%.” Advertising Age; Vol. 75 Issue 33, p13, 1/5p
Advertisement: A World of Pleasure Follows you with an Arvin Car Radio. 1933: Arvin Radio. Saturday Evening Post
 About The Advertisements

The Ad*Access Project, funded by the Duke Endowment "Library 2000" Fund,
presents images and database information for over 7,000 advertisements printed in
U.S. and Canadian newspapers and magazines between 1911 and 1955. Please
visit Duke University’s John W. Hartman Center for this and other projects, at
http://scriptorium.lib.duke.edu/hartman/

• Marilyn Monroe Discovers The World's Most Glamorous Make-up...From The Westmores of Hollywood.
1952: Westmore Hollywood Cosmetics: Tru-Glo Liquid make-up; Life Magazine
• Does Your Husband Look Younger Than You Do? 1951: Dorothy Gray Salon: New York Herald Tribune
• A World of Pleasure Follows you with an Arvin Car Radio. 1933: Arvin Radio. Saturday Evening Post
• Fada: Television of Tomorrow Today! 1948: Fada Radio & Electric Co., Inc.: New York Weekly Telegram
• "Honeymoon dreams came true...on our White Empress cruise to Europe." 1951: Canadian Pacific: Time
• $15 A DAY REVENUE!--Rail Officials Were Gleeful. 1945: Milwaukee Road; Freight Service: Des Moines
Register
• Mrs. America goes Greyhound! 1954: Greyhound: Saturday Evening Post
• For Men Only "The Chicago Executive." 1954: United Air Lines
• The air is yours... use it to hurry home to your family. 1949: United Aircraft Corporation. Collier's
• "and...I promise to keep that schoolgirl complexion.“ 1927: Palmolive Company. Good Housekeeping
 References

Ads-On-Q (viewed 9/25/04) http://www.quiconnex.com/channel/item/5742

Barnet, N. (viewed 9/25/04). Web Advertising: An Overview. www.int-evry.fr/lfh/ressources/ads/webad/webad.PPT
Editorial. (8/16/04) “Web worth more than mere 3.4%.” Advertising Age; Vol. 75 Issue 33, p13
Elgin, B. (6/28/04) “Guess What -- You Asked For Those Pop-Up Ads. Business Week; Issue 3889, p94
Federal Trade Commission Consumer Alert. (6/2/04) “How Not To Get Hooked By A Phishing Scam.”
http://www.ftc.gov/bcp/conline/pubs/alerts/phishingalrt.htm
Legon, J. (1/26/04). 'Phishing' scams reel in your identity: Feds pursue culprits, warn consumers.” CNN.com: Posted: 11:21
PM EST (0421 GMT)
Kerekes, Z. (viewed 9/25/04). “Web Advertising as Signposts.” Marketing Views: http://
www.marketingviews.com/webadsassignposts.html.
Mullaney, T. (6/28/04)“Claria: The Napster of Pop-Up Advertising?” Business Week; Issue 3889, p96
Nielsen, J. and Tahir, M. (2002) Homepage Usability: 50 websites deconstructed. p. 29.
Oser, K. (6/28/04). “Money, mayhem to be found with pop-ups.” Advertising Age, Vol. 75 Issue 26, p51
Oser, K. (8/16/04) “Net players say marketers still give Web short shrift.” Advertising Age; Vol. 75 Issue 33, p8
Ramasastry, A. (8/16/04). “Ramasastry: Hooking phishermen.” CNN.com: Posted: 4:09 PM EDT (2009 GMT)
Snapfiles.com (viewed 9/25/04) Adware Definition found at http://www.webattack.com/Adwarepop.html
Stone, A. (6/22/04). “Tangled in the Phishing Lines.” Business Week Online; pN.PAG, 00p
Stone, B. Blogging: Genius Strategies For Instant Web Content. (2003). P. 196
Tauber, D. and Kienan, B. (2001). Webmastering For Dummies. (2nd Ed.)
Thurow, S. (2003) Search Engine Visibility. P. 159
Woolley, S. (6/7/04) “No More Nice Guys.” Forbes; Vol. 173 Issue 12, p62