03 Advertising Format Fundamentals.docx

2 Pages

Communication, Culture and Technology
Course Code
Michael Jones

This preview shows 80% of the first page. Sign up to view the full 2 pages of the document.
03 Advertising Format Fundamentals Online Advertising…  Advantages o Many similarities with traditional media (e.g., banner ads) o Potential for interactivity and multimedia engagement o Data, data, data  Challenges o Multiple platforms, channels, browser, plug-ins, connection speed issues o Ad blockers o Fatigue o Data overload or mismatching Types of Display Ads  Interstitial o Ads that pop up before you see what you want to see. YouTube has videos that start in 5 seconds, and they start to show you something else beforehand. They need to do this because they want you to pay attention to something before you do what you are doing o By having 5 seconds shown, they are still getting the content that you are looking at  Popup/under  Floating/Mouseover  Wallpaper  Banners  Contextual (e.g., data driven based on search) Ad Networks/Exchanges  Rarely do sites negotiate advertisement on case-by-case basis  Use of networks to feed ads more common – why?  Central ad servers and tracking major reasons Ad Networks Services  Frequency capping – limiting overexposure  Sequencing – users may see ads in particular order  Exclusivity – banning competitors from your site  Roadblocking – allowing 100% coverage on site  Geo-targeting – tied to location based on IP or GPS  Contextual/behavior info – e.g., based on search, profiles, etc. Example: Project Wonderful  Common on many self-publishing sites (used a lot in comics)  https://www.projectwonderful.com/advertisewithus.php  Cost per fraction of day vs. click or impression (more on that later)  Auction-based, can be free if you’re Online Ad Design Standards  E.g., banner ad standard sizes (see p. 205) –depends in part on site, but basic sizes exist for a reason  If designing a site to accept advertisements, good to reserve spaces in standard sizes to be compatible with ad networks (which will force your decision anyway) and to minimize need for content creation  Creating ads – read carefully limitations imposed Example: Google Adwords  https://support.google.com/adwords/?hl=en  Various formats – text, mobile-friendly, static image, animated GIF/Flash, video, etc.  Limits imposed on all formats (e.g., small text ad = 25 character title, 70 character
More Less
Unlock Document

Only 80% of the first page are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.