试谈网络广告的种类

Chapter6AdvertisementinElectronicCommerce一.WebAdvertisementAdviews Banner Click(adclick)Clickratio Cookie CPMHitImpressionsReachAdvertisingisanattempttodisseminateinformationinordertoaffectabuyer-sellertransactionInternetAdvertisingTerminology2023/1/142Clicks点击次数：访问者通过点击横幅广告而访问厂商的网页，称点击一次.点击这个广告，即表示他对广告感兴趣，希望得到更详细的信息。Click(click-throughoradclick):Acountmadeeachtimeavisitorclicksonanadvertisingbannertoaccesstheadvertiser‘sWebsite

2023/1/143Clickrate点击率（clickthroughratio）广告被点击的次数与与页面被浏览次数的比率。即click/impression.如果这个页面出现了一万次，而网页上的广告的点击次数为五百次，那么点击率即为5%.目前，亚太区的点击率平均为1.5%。点击率可以精确地反映广告效果，也是网络广告吸引力的一个标志。2023/1/144CPMCPM(costperthousandimpression千人印象成本)：Thefeeanadvertiserpaysforeach1,000timesapagewithabanneradisshown，即广告主购买1000个广告收视次数的费用或者是广告被1000人次看到所需的费用。

比如说一个广告Banner的单价是$1/CPM的话，意味着每一千个人次看到这个Banner的话就收$1，如此类推，10，000人次访问的主页就是$10。2023/1/145CPC每次点击成本（CPC,costperclick-throughs）：每点击一次网页上的广告所收取广告主的费用(CostPerClick；CostPerThousandClick-Through)2023/1/146WebAdvertising(cont.)Hit:

RequestfordatafromaWebpageorfileStickiness

Characteristicthatinfluencestheaveragelengthoftimeavisitorstaysinasite2023/1/147WebAdvertising(cont.)IP，PV和UV及三者的关系IP(独立IP)：即InternetProtocol,指独立ip数。00:00-24:00內相同IP地址被计算一次。PV(访问量)：即PageView,即页面浏览量或点击量，用户每次刷新记为一次。UV(独立访客)：即UniqueVisitor,访问网站的一台电脑客户端为一个访客。00:00-24:00內相同的客户端只被计算一次。如果某网站IP有1000的话，每个访问者平均访问了3个页面，那么pv的记录就是3000。2023/1/148WebAdvertising(cont.)IP，PV和UV及三者的关系具体例子：三人用一台adsl电脑访问某网站，并且每人浏览2个页面，那么网站的流量统计是：IP：1PV：6UV：1若三人都是更换了IP（重新拨号）后各浏览了2个页面，那么网站的流量统计是：IP：3PV：6UV：1所以，ip反映的是网络地址对象的数量，uv反映的是实际使用者的数量，每个uv相对于每个ip更准确地对一个实际浏览者。2023/1/149二、网络广告的种类

1、主页式网上广告商直接为企业提供域名，并制作主页，企业可在这个主页中自由发布自已产品的有关信息。2023/1/1410旗帜广告搜狐主页上的旗帜广告BannerAdvertisement。旗帜广告以GIF，JPG等格式建立的图象文件，一般为长方形，类似于旗帜定位在网页中，大多用来表现广告内容。2023/1/1411搜狐首页的旗帜型广告旗帜广告2023/1/1412（5）按钮广告（button）。按钮广告类似于旗帜广告和标志广告（logo），尺寸偏小，表现手法较简单。但经常表现为不同的图形某网站的一个按钮广告/news_show.asp?id=23092、企业黄页式电话号簿内的企业黄页，由广告商将广告企业加以分类，将名称（也可带有简介及链接）放置于特定的位置，供用户检索，这种方式适用于小规模的专业性较强的生产性或经营性企业。3、网页嵌入式在广告商的网页上嵌插广告条，大体相当于传统的报栏广告或电视插播广告，但比前二者形式更为灵活，效果也远较前二者显著。做嵌入式广告重要的是选择好网页，这种方式特别适合于企业新产品和广告，往往会收到意想不到的广告效应，就目前的情况看，与IT业有关的产品采用此种方式效果似乎更为显著。2023/1/1414

移动广告移动广告（Mobile），是一种可以在屏幕上移动的小型图片广告，当用户用鼠标点击该图片时，移动广告会自动扩大来展示广告版面。移动广告新浪首页的移动广告2023/1/1415搜狐首页的弹出式广告2023/1/1416全屏广告

2023/1/1417（6）游戏广告。广告游戏是利用互动游戏技术将嵌入其中的广告信息传达给受众的广告形式。（参见下图）。JackDaniel公司的一个3D游戏广告

邮件列表广告（DirectMarketing）“直邮广告”，利用网站电子刊物服务中的电子邮件列表，将广告加在每天读者所订阅的刊物中发放给相应的邮箱所属人。

电子邮件式广告（E—Mail）广告形式以Banner为主，广告体现在拥有免费电子邮件服务的网站上，广告会出现在个人邮箱的主页上。

巨型广告巨型广告（Huge）一般要占屏幕显示的1/3空间，版面增大后，可以增加广告显示的信息，形式也更多样化，可以吸引访问者更多的注意力。2023/1/1421●网络媒体

新华网

MSN人民网中华网

中青在线窄告通栏广告CCTVCCTVCCTVWhyInternetadvertising?Adscanbeupdatedanytimewithaminimalcost;makingthemtimelyandveryaccurateAdsreachverylargenumberofpotentialbuyersallovertheworldOnlineadsaremuchcheaperincomparisontotelevision,newspaper,orradioadsTelevisionviewersaremigratingtotheInternet,3/4ofPCusersgaveupsometelevisiontime,WebTVandInternetradioareattractingmorepeople2023/1/1423Webadseffectivelyusetext,audio,graphics,andanimationWelleducated,high-incomeInternetusersareadesiredtargetforadvertisersAdseasilycombinegames,entertainment,andpromotionsWebadscanbeinteractiveandtargetedTheuseoftheInternetisgrowingveryrapidlyWhyInternetadvertising?2023/1/1424WebAdvertisementInternetvs.TraditionalmethodsCombiningadvertisingmediaInternetisthefastestgrowingmediuminhistoryGrowingFast2023/1/1425WebAdvertisement(cont.)ObjectivesandgrowthofInternetadvertisement—persuadecustomerstobuyacertainproductorserviceTargetedAdvertisement(one-to-one)CustomizeadstofitindividualsCanbeexpensiveaswellasrewardingGaincosteffectivenessbytargetinggroups(basedonsegmentation)2023/1/1426TargetedAdvertisement

(one-to-one)TheDoubleClick(DC)Approach—3M,wantstoadvertiseits$10,000multimediaprojectorsDCmonitorspeoplebrowsingtheWebsitesofcooperatingcompaniesMatchesthemagainstadatabaseFindsthosepeopleworkingforadvertisingagenciesorusingUnixsystem(potentialbuyers)2023/1/1427TargetedAdvertisement

(one-to-one)TheDoubleClick(DC)Approachfor3MCorp.(cont.)Buildsadossieronyou,yourspending,andyourcomputinghabitsusing‘acookie’Preparesanadfor3Mprojectorstargetedforpeoplewhoseprofilematcheswhatisneededfor3MDoubleClicksharesrevenuewithcooperatingpartners2023/1/1428ProsofInternetAdvertisementInternetadvertisementsareaccessedondemand24hoursaday,365daysayear,andcostsarethesameregardlessofaudiencelocationAccessedprimarilybecauseofinterestinthecontent,somarketsegmentationopportunityislargeWebAdvertisement(cont.)2023/1/1429WebAdvertisement(cont.)ProsofInternetAdvertisement(cont.)Opportunitytocreateone-to-onedirectmarketingrelationshipwiththeconsumerMultimediawillincreasinglymakeWebsitesmoreattractiveandcompelling2023/1/1430AdvertisementMethods

Banner:

OnaWebpage,agraphicadvertisingdisplaylinkedtotheadvertiser’sWebpageKeywordbanners:

BanneradsthatappearwhenapredeterminedwordisqueriedfromasearchengineRandombanners:

Banneradsthatappearatrandom,notastheresultoftheviewer’saction2023/1/1431BannerAdsBenefitsofbanneradsusersaretransferredtoanadvertiser’ssite,andfrequentlydirectlytotheshoppingpageofthatsitetheabilitytocustomizesomeofthemtothetargetedindividualsurferormarketsegmentofsurfers“forcedadvertising”bannersmayincludeattention-grabbingmultimedia2023/1/1432BannerAdsLimitationsofbanneradsHighcostofplacingadsonhigh-volumesitesLimitedamountofinformationcanbeplacedonthebannerClickratio:

ratiobetweenthenumberofclicksonabanneradandthenumberoftimesitisseenbyviewers;measuresthesuccessofabannerinattractingvisitorstoclickonthead2023/1/1433BannerAds(cont.)Bannerswapping:

Anagreementbetweentwocompaniestoeachdisplaytheother’sbanneradonitsWebsiteBannerexchanges:

Marketsinwhichcompaniescantradeorexchangeplacementofbanneradsoneachother’sWebsites2023/1/1434AdvertisingMethods(cont.)E-mailadvertisingmailinglistsviae-mailadvantageslowcosttheabilitytoreachawidevarietyoftargetedaudiencesinformationonhowtocreateamailinglist,consult(theserviceisfree),,or2023/1/1435E-mailSeveralmillionusersmaybereacheddirectlyPurchasee-mailaddressesSendthecompanyinformation(lowcost)Awidevarietyofaudiences(customerdatabase)TargetagroupofpeoplethatyouknowsomethingaboutProblems:JunkmailandSpamming

AdvertisementMethods(cont.)2023/1/1436UnsolicitedElectronicAdsUCE(unsolicitedcommerciale-mail)Spamming:

Usinge-mailtosendunwantedads(sometimesfloodsofads)WhatdrivesUCE? 80percentofspammersarejusttryingtogetpeople’sfinancialinformation—creditcardorbankaccountnumbers—todefraudthem2023/1/1437UnsolicitedElectronicAds(cont.)Whyisitdifficulttocontrolspamming?spammerssendmillionsofe-mails,shiftingInternetaccountstoavoiddetectionusecloaking,theystripawayclues(nameandaddress)aboutwherespamoriginatesserversubstitutesfakeaddressesmanyspammessagesaresentundetectedthroughunregulatedAsiane-mailroutes2023/1/1438UnsolicitedElectronicAds(cont.)SolutionstospammingantispamlegislationisunderwayinmanycountriesISPsande-mailproviders(Yahoo,MSN,AOL)junk-mailfiltersautomaticjunk-maildeletersblockersofcertainURLsande-mailaddressesSpam-filteringsiteforacountry2023/1/1439AdvertisementStrategiesInternet-basedAdDesignVisuallyappealingTargetedtospecificgroupsortoindividualconsumersEmphasizebrandsandafirm’simagePartofanoverallmarketingstrategySeamlesslylinkedwiththeorderingprocess2023/1/1440AdvertisementStrategies(cont.)Internet-basedaddesign:importantfactorsloadingspeedGraphicsandtables—simple,meaningful,andmatchstandardmonitorsThumbnail(icon,graphs)areusefulBusinesscontentClearandconcisetextwithcompellingpagetitleandheadertextMinimalamountofinformationrequestedforregistration2023/1/1441AdvertisementStrategies(cont.)Internet-basedAdDesign:ImportantFactors(cont.)NavigationefficiencyandcompatibilityLinks—well-labeled,accurate,meaningfulSite—compatiblewithbrowsers,software,etc.MarketingCustomerFocusClearterms/conditionsofthepurchases—deliveryinformation,returnpolicy,etc.Confirmationpageafterapurchase2023/1/1442AdvertisementStrategies(cont.)Pull(Passive)StrategyEffectivesiteprovideshelpfulandattractivecontentsanddisplayEffectiveandeconomicalwaytoadvertise,unidentifiedpotentialcustomersworldwideAdvertisingWorld—non-commercialsitethatguidestheprocessoffindingcustomer’srequestsYahoo—portalsearchenginesiteregardedaseffectiveaidforadvertisement2023/1/1443AdvertisementStrategies(cont.)Push(Active)StrategySendinge-mailstorelevantpeopleObtainingmailinglist—processofidentifyingtargetcustomersMailinglistgeneration—usesagenttechnology,cookies,andquestionnaires(filledoutbycustomer)2023/1/1444ImplementingtheStrategiesCustomizedadstrategyFilteringtheirrelevantinformationbyprovidingcustomizedadsCustomizedadsinWebcastingPersonalizednewsandinformationbycategoryUsersselectspecificcategoriestheywanttoreceive2023/1/1445ImplementingtheStrategiesComparisonsasmediumforadvertisementCustomercomparesalternativeproductsandservicesFindstheleastexpensiveplacetopurchasetheitemUsesthecomparisonsitethatlistsvendorsandtheirpricesfortheproduct2023/1/1446PushTechnologyBenefitsRequestedinformationtheydeliveredautomaticallytotheirdesktopviaWebtechnologyandtheInternetDecreasesthenumberofhoursusedtosearchtheWeb2023/1/1447PushTechnology(cont.)Pointcasting—masscustomizationofinformationPre-specificationprofileSelectappropriatecontentDownloadselection4typesofpushtechnologySelf-servicedeliveryAggregateddeliveryMediateddeliveryDirectdelivery2023/1/1448PushontheIntranetCompaniessetuptheirownchannelstopointcastimportantinternalinformationto:theirownemployees(onintranets)theirsupplychainpartners(onextranets)TheFutureofPushTechnologyDrawback:thebandwidthrequirementsarelargeExperts’prediction:thetechnologywillneverflyPushTechnology(cont.)2023/1/1449EffectivenessandPricingofAdvertisementExposureModelsMultipleofnumberofguaranteedadviewsNumberofhitsClick-ThroughNumberoftimescustomersclickonbannerOnlyeffectiveforlargecorporationsInteractivityBasedonhowcustomerinteractswiththeadviewHowmuchtimewasspentviewingtheadActualPurchaseReferralfeebasedoncustomersmovingtoadsitetomakeapurchaseMethodsformeasuringadvertisementeffectiveness,conductingcostbenefitanalyses,pricingadsEconomicsofAdvertisingPricingofadvertisingPricingbasedonadviews,usingCPMPricingbasedonclick-throughPaymentbasedoninteractivityPaymentbasedonactualpurchase:affiliateprograms2023/1/1451EconomicsofAdvertising(cont.)Advertisingasarevenuemodelmanydot-comfailureswerecausedbyusingadvertisingincomeasthemajorortheonlyrevenuesource2023/1/1452SpecialAdvertisementTopicsHowmuchtoad