Advertising and IAThe Almanac of Online ADThe Almanac of Online AD (Cont’)Slide 4The Type of Online ADThe Type of Online AD (Cont’)Slide 7The Relationship Between IA and ADSlide 9How Online AD works ?Guideline for Effective Online ADGuideline for Effective Web ADReferencePowerPoint PresentationAdvertising and IABy Eulran KimI385T. Information Architecture and DesignSpring 2003Information Architecture and DesignThe Almanac of Online AD1994 Hot Wired : First Banner AD on WWW, 14 advertisements http://hotwired.lycos.com/archive/AOL, Prodigy began accepting ad on the sites.:United Airline, Maytag joined.1995Release of Java : Turning text only ad into animated one that play sounds and show videos.Java also baked Cookies : application that identify users and track customer’s movement around web.Information Architecture and DesignThe Almanac of Online AD (Cont’)1996Oldsmobile drove one of the first commercial chat rooms into cyberspace.1997Interactive banners are introducedZD net gave advertisers the opportunity to sponsor site content.Banner ad’s click-through rates started to drop.Information Architecture and DesignThe Almanac of Online AD (Cont’)1998Pop-Up Ad became common.Users sought legal help to stem the flow of unwanted ads(Spam)~ presentInformation Architecture and DesignThe Type of Online ADBanner ADThe Rectangular- shaped graphic, located at the top or bottom of a web page.Pop-upsappear in a separate window on top of content that is already on the user’s screen.Interstitials:appears for several seconds until a site or page is fully downloaded. Con-Delaying access to intended content, Have to close the pop-up window to get back to destination.Information Architecture and DesignThe Type of Online AD (Cont’)Pop-upsSuperstitials: are pre-cashed(pre-stored). “polite” ad, because they only play when initiated by users and only when fully downloaded.Sponsorship“Indirect form of persuasion that allows companies to carry out marketing objectives by associating with key content”Limited to brand name identification and/or brief slogan.Information Architecture and DesignThe Type of Online AD (Cont’)Hyperlinkto allow users to link to another site by simply clicking on the hyperlinkLess space, embedded in the content itself Ex) Search engine http://www.google.com/search?hl=en&ie=UTF-8&oe=UTF-8&q=advertisingWebmercials: have the look and feel of TV commercial and last anywhere from about 5 to 25 seconds.Information Architecture and DesignThe Relationship Between IA and ADThe Purpose of SiteThe Role of AdvertisingAs a communication tool• Provision of information & data • Creating community• Promotion of products & services• Processing of business transactionAs a marketing/Promotion toolThe successful web site with good IA Effective AdvertisingInformation Architecture and DesignThe Relationship Between IA and ADWeb site itself as a type of Online ADFirst form of Online ADWeb became cluttered with commercial sites Building a site is not enough to reach Internet users/ satisfy the purpose of siteNeeds to employ the effect of advertising as good IA factors.Some Exampleshttp://www.walmart.com/http://www.austinkids.org/site/PageServerInformation Architecture and DesignHow Online AD works ?Create Brand EquityBy building recognition, repetition and trust about corporate image.To have to perceive the internet from the user’s point of view –Users want an information-rich experience rather than just buying things.Instant ResponseTo grab attention, tell users about product or service, tempt them to visit whole site.Information Architecture and DesignGuideline for Effective Online ADReinvent site name(brand)Short, easy to spell, grabbing attentionProvide informationProvide multiple way to find product, service and information Ex) Pfizerhttp://www.pfizer.com/main.html http://www.zyrtec.com/ http://www.allergyinfo.comInformation Architecture and DesignGuideline for Effective Web ADProper placement “Most popular site is the best place to post advertisements?” Not always true. “More chance for users to actually see them.” - Jacob Nielsen (2001)Understand limitation of creativityClear message, good design, relevant product rather than cryptic oneEx) Maximum size of the banner ad is 7 Kb.Information Architecture and DesignReferenceCollin, S.(1999), Marketing on the Internet, London UK: B.T.Batsford LTD.Kaye, K. B. and Medoff J. N.,(2001), Just a click away:Advertising on the internet, Needham Heights, MA:Allynard Bacon.Niesen, J.(2001), Designing Web AD using click-through Data, Retrieved on Jan. 31, 2003 from http://www.useit.com/alertbox/20010902.htmlStern, J.,(1997), What makes people click: Advertising on the Web, Indianapolis, IN:Que Corporation.Van Duyne, D., Landay, J., and Hong, J. (2003), The Design of Sites, New York, NY:Addison-Wesley. Zeff, R. and Aronson, B.(1999), Advertising on the internet(2nd ed.), New York, NY:John Wiley & sons, Inc.Information Architecture and DesignThank