Transcript IA and Web Advertising

IA and Web Advertising
From:
Amit Sharma
Information Architecture – 1, Fall 2005
School of Information
Available at : http://www.ischool.utexas.edu/~amit/webads.ppt
Contents
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Introduction.
Types of Web Advertisement.
How to choose a Web Ad ?
What makes a Good Website?
Why Plain Text-Ads Rule?
Examples of Good and Bad IA.
What’s new In Web Advertisement.
References.
What is Web Advertisement?
Web Ads are nothing but
information devoted to promote,
market, sell or provide specific
information about a product,
service, commercial event on
World Wide Web.
Types of Web Advertisement (1)
1) Banner Ads
In the early stages of Internet,
"advertising" on the Internet meant
"banner ads"
2) Pop-up and Pop
under Ads
A pop-up ad is an ad that "pops
up" in its own window when you go
to a page.
Types of Web Advertisement (2)
3) Floating Ads
These are ads that appear when
you first go to a Web page, and
they "float" or "fly" over the page
for anywhere from five to 30
seconds.
4) Unicast Ads
Unicast ads are TV commercial that runs in a pop-up window.
It is animated and it has sound. The ads can last anywhere from 10 to
30 seconds.
Types of Web Advertisement (3)
5) Streaming Sidebar Ads
A small video ad appears in the right
sidebar on this CNN page, with sound, and
plays for 30 seconds. The reader can
control the ad with the three buttons (Play,
Pause, Stop) underneath the ad.
6) Pull Down Banner Ads
Their operation varies depending on the
site. On some, when you mouse over the
banner ad, it expands to fill much of the
page. On others, the banner ad is expandedsize initially, then shrinks to normal size
after several seconds.
From: http://www.howstuffworks.com
How to choose a Web Ad?
Mechanism of Interactive Web Ad. :
By : Lai and Yang
How to choose a Web Ad?
In today’s world, the most important problem that an average IA
professional deals is with the placement of Web advertisement on
any Web Page without disturbing:
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The flow of Navigation (Content)
The theme of the site (Context)
The type of users visiting (User)
These 3 principles as discussed by Rosenfield and Morville are the
basics that any IA Professional should apply while developing or
maintaining any Web site.
Why Plain Text – Ads Rule?
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Exceptions:
- Classified ads work because as far as users are concerned, they are
content, not advertising.
- Search engine ads work because search engines are the one type of
website that people visit with the explicit goal of finding someplace else
to go.
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From Banner Blindeness to Box Blindeness
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Communicative Content.
By – Jacob Nielson
What makes a Good Website? (1)
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Provide credible, original content in as many forms
as possible.
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Provide valuable, timely information to the user, not
lots of data.
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Share everything you learn.
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Custom-tailor the information to user preferences.
What makes a Good Website? (2)
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Be responsive on a 56 Kbps modem (the typical Web
user).
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Use graphics sparingly
Break up your tables vertically for a cascading load to appear more
responsive
Optimize graphic file size for Web display
Optimize your HTML by removing excess spaces, comments, tags and
commentary
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Be easy to read
What makes a Good website? (3)
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Be interactive; good interactivity engages the user and makes your
site memorable
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Be well-organized
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Balance the number of levels with page length to minimize scrolling and
display time.
Use an appropriate metaphor (like Zima's fridge or Ragu's Mama ,
Cuchino Kitchen).
- Using a good graphic metaphor for your interface makes the user feel
more comfortable navigating your site.
Good and Poor IA
Worlds Worst Website:
This site has been designed in order to
point out some common mistakes that IA
make when developing a website.
Poor IA Examples
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www.aol.com/shopping : Ever tried to actually FIND and BUY something
there?
shopping.yahoo.com : Ditto for Yahoo's shopping section, although the ewallet is helpful you say.
www.airmac.com
www.oceanside-ca.com
www.sirchie.com/products.htm
www.shopping.com/ibuy
www.loopnet.com
www.merck.com
www.bluemountain.com Good on some lists, too busy on others.
Source: http://www.webpractices.com/samplesites.htm
Good IA Examples
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www.bluefly.com
www.thetrip.com
www.crutchfield.com
www.dockers.com
www.gap.com
www.virgin-clothing.com
www.3dshopping.com
www.expedia.com
www.fitfinder.com
Source: http://www.webpractices.com/samplesites.htm
Good IA: www.theblufly.com
Good IA : www.bluefly.com
1. Easy Navigation
2. Target Audience identified
3. Prices well defined
4. Images
5. Standard Template
6. Easy Search
What’s new in Web Advertising:
Location Based Advertising:
According to Kolmel and Alexakis Location based
advertising brings the power of technology and web
advertisements together.
e.g. a user living in Austin can be shown the promotions
and advertisements for companies that operate in Austin
area.
References:
 Rosenfield L. and Morville P. (1998) – Information Architecture for the World
Wide Web. O’RIELLY Associatec Inc.
 Nielsen Jackob (2003) – ‘Will Plain-Text Ads Continue to Rule?”. Retrieved
from http://www.useit.com/alertbox/20030428.html
 Frankel Rob (2004) – ‘Your graphic design strategy needs principles and rules.”
Retrieved from http://www.carnrightdesign.com/design_rules.htm
 Lai H. and Yang T. – An architecture of Interactive Web advertising. Retrieved
from http://140.128.14.102/george/person/cpaper/dsi99.pdf
 Source: http://www.howstuffworks.com
 Source: http://www.webpractices.com/samplesites.htm
 Source: http://webreference.com/greatsite.htm
Thank You