Дипломная работа: The online advertising and its use in the World Wide Web
3.1 Banner Advertising.
The most popular form of advertising on the Internet's World Wide Web is currently banner advertising. A banner (graphic image) and link are displayed on a high traffic web site, in which the people visiting that site (the audience) see when the page loads. This banner commonly advertises a product, service, or just another web site. It can also be used to show someone's point of view on a certain topic (for example, a presidential election).
A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence. Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece.
Typical web banner, sized 468×60 pixels.
The web banner is displayed when a web page that references the banner is loaded into a web browser. This event is known as an "impression". When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a "click through". In many cases, banners are delivered by a central ad server.
When the advertiser scans their logfiles and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.
Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests.
Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth. (Of course, the purpose of the banner ad is to attract attention and many advertisers try to get attention to the advert by making them annoying. Without attracting attention it would provide no revenue for the advertiser or for the content provider.) Newer web browsers often include options to disable pop-ups or block images from selected websites. Another way of avoiding banners is to use a proxy server that blocks them, such as Privoxy. [10, p.40-42]
3.1.1 History of banners.
The first clickable web ad (which later came to be known by the term "banner ad") was sold by Global Network Navigator (GNN) in 1993 to Heller, Ehrman, White and McAuliffe, a now defunct law firm with a Silicon Valley office. GNN was the first commercially supported web publication and one of the very first web sites ever.
HotWired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. Andrew Anker was HotWired's first CEO. Rick Boyce, a former media buyer with San Francisco advertising agency Hal Riney & Partners, spearheaded the sales effort for the company. HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. The first web banner sold by HotWired was paid for by AT&T, and was put online on October 25, 1994. Another source also credits Hotwired and October 1994, but has Coors' "Zima" campaign as the first web banner.
In May 1994, Ken McCarthy, an early Internet commercialization pioneer, who mentored Boyce in his transition from traditional to online advertising, first introduced the concept of a clickable/trackable ad. He stated that he believed that only a direct response model—in which the return on investment of individual ads was measured—would prove sustainable over the long run for online advertising.
In spite of this prediction, banner ads were valued and sold based on the number of impressions they generated. This approach to banner ad sales proved successful and provided the economic foundation for the web industry from the period of 1994 to 2000 until the market for banner ads "crashed" and there was a radical revaluation of their value.
The new online advertising model that emerged in the early years of the 21st century, introduced by GoTo.com (later Overture, then Yahoo and mass marketed by Google's AdWords program), closely resembled the pioneer's 1994 projection. [17, p.12-14]
3.1.2 Types of banner advertisings
Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.
· Floating ad: An ad which moves across the user's screen or floats above the content.
· Expanding ad: An ad which changes size and which may alter the contents of the webpage.
· Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed
· Wallpaper ad: An ad which changes the background of the page being viewed.
· Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.
· Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.
· Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
· Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising.
· Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.
· Mobile ad: an SMS text or multi-media message sent to a cell phone.
In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.
- Common Banner Ads - Currently the most common type of banner advertising is by showing the banner near the top of the web page. If this is a paid banner it is usually the only banner ad that appears on the page. This type of banner space is usually sold by impressions, or banner views, although it is sometimes sold by click-thru, when the user clicks on the banner for more information.
- Medallion Ads - This type of advertising is newer and not widespread. A column of multiple smaller banners are shown on the side of the web page. Because so many ads appear on a single page, it is usually sold by click-thru only. This type of advertising gives the page designer less room for content, so is usually only used on pages with written articles, such as webzines.