Internet advertising

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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. “

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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


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


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 pop-up/pop-under advertisers for May 2004

LowerMyBills.com

Netflix

Apollo Group

Orbitz

InterActiveCorp

American Express Company

Travelzoo.com

Cendant Corporation

Classmates Online

Top sites for pop-up/pop-under ads for May 2004

CNN

ESPN.com

MSN

Yahoo!

The Weather Channel

Excite

The New York Times

Classmates

MSNBC

CBS SportsLine


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


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


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


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


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


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


“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


• 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


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


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


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


75% of the U.S. population now has Internet access at home, according to NetRatings

29% of U.S. homes have a broadband connection, says eMarketer

While web advertising is important, other investments by marketers, like a company's own Web site, are often more critical to making strong connections with consumers


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Marketing

Internet advertising