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Transcript
3 Online Advertising 3 Online Advertising • You’ve seen millions of these! • But you need to know some of the reasons why companies use them • And some basic details of how online advertising works... 3 Online Advertising Pay Per Click Web Host Advertiser Offers ad ‘space’ Takes ad space Only pay if people click Users visit site 3 Online Advertising Pay Per Click • So advertisers only pay the website host or owners if people click on their ads • So the web site owners are desperate to help their advertisers get clicks • That’s why it’s also called the ‘affiliate model’ • The web host & advertiser work together as partners to get your clicks! 3 Online Advertising Types of Online Advertising Sponsored Links Banner Pop-Ups Email 3 Online Advertising Why Companies Advertise Online Multimedia Links Targetting & Cookies 3 Online Advertising Why Companies Advertise Online • Multimedia: Video & audio grabs attention • Targeting & Cookies: Use cookies to display relevant ads based on searches & views • Links: Take users direct to advertisers’ sites • Email: sends marketing messages direct to customer inboxes (not illegal SPAM) • So consumers are targetted to get & retain their interest in relevant products 3 Online Advertising How Ads Can Be Annoying • Personal privacy: Not everyone is happy with use of cookies & search history • Adware: Type of ‘malware’ that generates unwanted ads, often as popups • Auto-play video: Some ads play video as soon as the page loads • Distraction: Ads can take your attention from what you’re trying to do online 3 Online Advertising Questions • So what kind of questions could you be asked about online advertising? • Let’s look at some quick examples.... 3 Online Advertising Why might a website owner and an advertiser want to be involved with an affiliate model of online advertising? Give one reason for each. (2) A website owner can host an advert and earn money every time a user clicks on it. An advertiser can put their ad on popular websites and potentially get more custom because more users will see their ad and visit their website. 3 Online Advertising Explain how banner and pop-up adverts aim to capture and retain the interest of web page users (2) Banner and pop-up ads capture the attention of users because they are usually animated or include a video, or they suddenly appear Banner and pop-up ads retain attention by targetting a specific audience, for example an advert for make-up on a fashion website 3 Online Advertising