Transcript Internet Advertising

Internet Advertising
Assessing user interaction with,
the effectiveness of, and the
future of online advertising.
What’s the Plan Chief?
► Introduction
 Why is it important to research pop-ups?
 What are the issues with pop-up advertising?
► Methods
► Results
► **ENERGIZER!!!**
► Conclusion
and Results
Introduction—original ain’t it 
► What’s
so special about Internet advertising?
 The development of advertising online reflects the
general development of the Internet and the WWW.
 Online ads, like pop-ups, make most content on the
WWW free to users.
 Commercialization of the Internet has become a key
issue and continues to effect the future of the WWW.
► What’s
up with the pop-up?
 Many news articles and people claim pop-ups are
ineffective and are a waste of a marketing budget.
 However, research shows otherwise.
Types of Pop-ups
►
►
►
Regular pop-up: graphical and textual ad opens and
requires user to interact by closing window
Auto-Closing Pop-up: Pop-up that closes on its own
Commercial Style Pop-up: Audio/Video advertisement that
appears when browser is loading a new page or web site.
Methods
► General
Background Research
► Questionnaire
► User Study on different types of pop-ups
and user’s interaction with type.
Kimberly-Clark Case Study
► By
integrating TV, print, and online
advertising, Kimberly-Clark improved results
in their marketing campaign for SoftPack by
15% overall.
► Expedia didn’t experience any increase in
results when they did TV and online
advertising. Why? Where did K-C go right
and Expedia go wrong?
User Study Information
► Length
of time spent per site: Average 3.4
minutes
► Longest time on a single site:
Results
ENERGIZER
Conclusion and Discussion
► Develop
a set of uniform standards for
Internet advertising.
► Adapt current advertising legislation to the
Internet.
► Create regularity and schedules for pop-ups.
► Limit user interaction with advertising.
► Increase mixed media advertising for more
effective marketing results.