Web advertising presented by Tamir Al Zoubi http://www.servit.ch/ Why to advertise? A company buys advertising for one of two ● reasons: Branding - the advertiser simply wants to impress ● itself on your consciousness. Direct sales - the advertiser wants you to: ● – Click on the ad – Call an 800 number – Drive immediately to the store History of Web advertising In the beginning, "advertising" on the Internet ● meant "banner ads" -- ads you see at the top of almost all Web pages today History of Web advertising In 1998 or so, banner advertising was a ● profitable business. Popular sites like Yahoo could charge $30, $50, even $100 per thousand impressions to run banner ads on their pages. At some point, advertisers came to the ● conclusion that banner ads were not as effective as full-page magazine ads or 30- second TV commercials. Thousands of sites had a million or more page ● impressions available per month → rates began to plummet. History of Web advertising Banner ads, relative to a magazine ad or a TV ● ad, are small and easily ignored. Direct sales advertisers came to feel that the ● response rate for banner ads is low. For most banner ads, the industry average seems to hover between 2 and 5 clicks per 1,000 impressions. Out of 100 clicks, perhaps one person will ● actually do the desired thing (buy something, download something, etc.). History of Web advertising Today you can buy banner ads from thousands ● of Web sites or brokers for 50 cents per thousand impressions It is possible for some Web sites to charge ● more than 50 cents per 1,000 impressions. For example, the top 100 or so Web sites can charge a premium because of their size. In order to increase effectiveness of web ● advertising, industry experimented with many different advertising formats. Sidebar Ad A sidebar ad is similar to a banner ad, but it ● is vertically oriented rather than horizontally. A typical sidebar ad has a click-through ● rate of 1 percent (10 clicks per 1,000 impressions) Advertisers will typically pay $1.00 to $1.50 ● per 1,000 run-of-site impressions for sidebar ad placement. Small ad Sites don't get paid much for smaller ads ● Click-through rates are low. But by putting 10 ● ads on the page, it can add up to $2 per 1,000 page impressions. Pop up Ad Annoy many users because they ● clutter up the desktop and take time to close. Much more effective than banner ads. ● Average 30 clicks per thousand ● impressions. Typically, a pop-up ad will pay the ● Web site four to 10 times more than a banner ad. That is why you see so many pop-up ads on the Web today. Floating ad Example ●