IA & Web AdvertisingIA & Web Advertising

Brent LipinskiBrent Lipinski

385E Fall 2006385E Fall 2006

What are Web Ads?What are Web Ads?

• Interactive advertisements.

• Can be tailored to users.

• Not necessarily evil.

Different Types of AdsDifferent Types of Ads

• Banner ads

• Text ads ie. Google

• Paid search Results

Different Types of AdsDifferent Types of Ads

• Pop Ups

• Video

• Flash Animation

• Float overs

• Pass throughs

• Spam and Spyware

Why have advertising?Why have advertising?

• You gotta pay the bills

• Web ads are a growth industry

• Over 12.5 billion spent in 2005

• Up 30% from 2004.

The golden RuleThe golden Rule

• Don’t get in the way of your Users!!

How to make effective adsHow to make effective ads

• Make sure that the landing page is relevant to the ad.

• Tailor the content to match the content of the site.

• Make sure ads do not block content of the site.

How to make effective adsHow to make effective ads

• Don’t try to trick people.

• Make it clear that it is an ad

• Do not take up the majority of the screen with ads.

Why Google Adsense worksWhy Google Adsense works

• It is not intrusive.

• It is somewhat tailored to page content

• Users view it as content not a distraction

• It doesn’t slow down the browsing experience.

Good DesignGood Design

Bad DesignBad Design

Bad DesignBad Design

The new frontierThe new frontier

• RSS advertising

• More custom tailored content

• More streaming audio and video.

Questions?Questions?

ReferencesReferences

• RSS Advertising Coming Fast by Dave Morgan http://www.clickz.com/showPage.html?page=3495396

• IAB: Web Ad Growth Up in 2005 by Mike Shields http://adweek.com/aw/national/article_display.jsp?vnu_content_id=1002383530&imw=Y

• Banner Advertising Best Practices by, Ken Dhouti http://www.refinery.com/Whitepapers.aspx?articleID=111