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Advertising and IA By Eulran Kim I385T. Information Architecture and Design Spring 2003 Information Architecture and Design The Almanac of Online AD 1994 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 Design The 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 Design The Almanac of Online AD (Cont’) 1998 Pop-Up Ad became common. Users sought legal help to stem the flow of unwanted ads(Spam) ~ present Information Architecture and Design The Type of Online AD Banner AD The Rectangular- shaped graphic, located at the top or bottom of a web page. Pop-ups appear 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 Design The 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 Design The 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=UTF8&q=advertising Webmercials : have the look and feel of TV commercial and last anywhere from about 5 to 25 seconds. Information Architecture and Design The Relationship Between IA and AD The Purpose of Site • Promotion of products & services • Processing of business transaction • Provision of information & data • Creating community The successful web site with good IA The Role of Advertising As a marketing/Promotion tool As a communication tool Effective Advertising Information Architecture and Design The 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/PageServer Information Architecture and Design How 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 Design Guideline 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) Pfizer http://www.pfizer.com/main.html http://www.zyrtec.com/ http://www.allergyinfo.com Information Architecture and Design Guideline 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 creativity Clear message, good design, relevant product rather than cryptic one Ex) Maximum size of the banner ad is 7 Kb. Information Architecture and Design Reference Collin, 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.html Stern, 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 Design Thank you!