Transcript IA & Web Advertising - School of Information

By Jenna Fogle
Topics to Cover
 What is information architecture?
 What is web advertising?
 What are some types of web advertising?
 How is WA related to IA?
 Questions?
What is Information Architecture?
 The art and science of shaping
information products and
experiences to support usability
and findability.
 The combination of
organization, labeling, search,
and navigation systems within
websites and intranets.
What is Web Advertising?
 A form of advertising that
utilizes the Internet and World
Wide Web in order to deliver
marketing messages and attract
customers.
Types of Web Advertising
 Banner
 Sidebar
 Pop-ups
 Pop-unders
 Floating
 Unicast
 Websites
Banner
 HTML code loads a specific
website
 Varies in content and shape
 Horizontal
 50 cents/ 1000
Sidebar
 Skyscraper
 Vertical
 2-3 times larger than banner
 Harder to scroll it off page
 $1.00 - $1.50/ 1000
Pop-ups
 Opens in its own window
 Obscures the page your viewing
 Forced to close or move it
Pop-unders
 Opens under the content your
viewing
 Less intrusive
 Both are more effective than
banner
 Banners: 2-5 clicks/ 1000
 Pop-ups: 30 clicks/ 1000
 Can cost 4-10 times more than
banner
Floating
 Float or fly over page 5-30s
 Obscure view; block mouse
input
 Gets attention: animation &
sound
 Powerful branding tool - hard to
ignore
 30 clicks/1000
 $3 - $30/ 1000
Unicast
 TV commercials that run in pop-
up
 10-30s
 Same branding power as TV
commercial + being able to go
to website
 50 clicks/1000
 $30/1000
From AOL.com
Websites
 Large, in-depth advertisements
 Promotes business and
products
 Nearly all serious businesses
have a site
 Brick and mortar have online
stores
 Browse, shop, buy leisurely
 Provides convenience
 JcPenney.com
 IKEA.com
 Dillards.com
 Coach.com
How is WA related to IA?
 1. IA helps organize advertising website to successfully promote store and
products
•Tips for coming up with
architecture:
• Mission
• Immediate and long range goals
• Pinpoint audience
• Create organizational structure
• Create an outline
• Create a visual blueprint
• Define Navigation
•Global: Site wide
•Local: Within an immediate area
•Tips for Navigation:
•Easy
•Consistent
•Minimize clicks to reach location
•Each link is distinct
•Group navigation into logical units
•Avoid making user scroll to navigate or
submit
•Don’t disable back button
How is WA related to IA?
 Organizational structure:
 Hierarchy: a system of ranking
and organizing, where each
element of the system is a
subordinate to a single other
element


Narrow & Deep
Broad & Shallow
How is WA related to IA?
 Outline:
 Sitemaps:

As outline: A content object that graphically
represents the levels of the site hierarchy

On a webpage: Presents the top few levels of
hierarchy, provides a broad view of the content
and facilitates random access to segmented
portions of content

TABLE OF CONTENTS
Sections: Video, preferences, images,
Froogle, business solutions, advanced
search, language tools, etc…
How is WA related to IA?
 Blue prints: Show
relationships
between pages
and other content
components and
can be used to
portray
organization,
navigation, and
labeling systems
 Similar to site
maps
How is WA related to IA?
 2. Organize your website for
better ad placement
 Wireframes - Depict how an
individual page or template
should look from an
architectural perspective
 Placing ads on a website


Dark orange (strong), light
yellow (weak)
Ads near rich content and
navigation, and at the
top-left do better
How is WA related to IA?
 Placing ads on a forum site
 Get attention of repeat
users
 Best placement:


Ads above & below first
post are more effective
Place leaderboard after
last post, before
navigation
 Blend ads in well, but don’t
deceive
How is WA related to IA?
 Placing ads on blogs
 Challenges:



Predetermined page format
Highly targeted content
Regular visitors
 Suggestions:




After the first post is more
effective
Skyscraper on the right
Offer referrals and searches
Link units
Bibliography
 Brain, Marshall. "How Web Advertising Works." How Stuff Works. 6 Oct.




2007 <http://computer.howstuffworks.com/web-advertising7.htm>.
"Google AdSense Help Center." Google AdSense. 6 Oct.2007
<https://www.google.com/adsense/support/>.
Morville, Peter, and Louis Rosenfeld. Information Architecture for the
World Wide Web. 3rd ed. Sebastopol: O'Reilly Media Inc, 2006.
"Ten Tips for a Successful Web Advertising Site." Tall Tech Systems
Inc. 6 Oct. 2007 <http://www.talltech.com/student
/BusinessOnNet/sld030.htm>.
"Website Design: Information Architecture." Usability First. 6 Oct. 2007
<http://www.usabilityfirst.com/websites/information.txl>.
Questions??