Transcript ppt - School of Information

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

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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

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Superstitials: are pre-cashed(pre-stored). “polite” ad,
because they only play when initiated by users and only
when fully downloaded.
Sponsorship

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“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
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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!