Know how an internet ad works and the various statistics about internet ads success. In this PPT, we have catered some good advertising campaign example which helps you in your marketing. www.PostingFirst.com

1. All About Internet Ads
and Advertising
Presented By
www.PostItFirst.com
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2. 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. “
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3. 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
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4. 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
• Classifieds
• Spam, malware and cookies
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5. 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 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
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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
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11. 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
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12. 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
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13. 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
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14. 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
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15. 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
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16. 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
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17. Why is there such growth in
Web Advertisement?
• 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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18. Thank You
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