TYPES OF ADVERTISING

Firstly, go here and read the article in Mashable about '5 outstanding leaders in You Tube Marketing.' I have included my diigo annotations to consider as you are reading the article. Some of the top videos mentioned in the article are embedded below for you to analyse. Keep reminding yourself that these adverts work well specifically within the context of You Tube.








EMAIL ADVERTISING - audience sign up for a service and agree (whether deliberately or not) to receive advertising. For examples, check your inbox!



CONTEXTUAL ADVERTISING - advertising which depends upon the webpage. For example, if the search bot finds the word 'car' on the page, it may well link to an ad for cars.




BEHAVIORAL TARGETING - this depends on the COOKIES on your computer. If your CLICKSTREAM reveals an interest in fashion and clothing, linked advertisements will appear. It may also come in the form of 'recommendations', as with amazon.com, for example, or itunes' new 'Genius' service..



INTERACTIVE - Advertising approached from the consumer's viewpoint: altering its structural elements to make it user-controlled, directly and tangibly connecting with the audience. The one below involves the audience shooting a bottle, and when accomplished, redirects to a website of free games. It has the potential to improve advertising effectiveness by intimating the audience with the producer and averting the difficulties usually encountered when trying to communicate the message.





ADS AND MALWARE - Completely uninvited and intrusive advertising. Pop-ups, spam email, SMS messaging; all of these are hugely common despite being illegal, depending on which country's laws we are discussing. They might also be counter-productive; there is some reason to believe that they make people LESS likely to purchase services, which is presumably why they are not used by 'reputable' companies, at least in theory, and are preferred by scammers and people pushing illegal or dubous services or goods.





NOTE: Wikipedia lists types of ad thus:

• 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.
• 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.

HOW DO COMPANIES PAY FOR WEB ADVERTISING?

CPM - Cost per Impression - Pay acording to how many pages the ad appears on

CPV - Cost per Visitor - According to how much traffic the site gets

CPC - Cost Per Click - According to how many people click on it

CPA - Cost Per Action - According to how many people respond positively to the ad (usually, by buying something.)

HOW MANY ADS DO YOU ACTUALY GET EXPOSED TO?

In pairs, go online and browse normally for ten minutes. Check your email and empty your spam folder. Check the news. Go and buy a pair of trainers. One person needs to keep a record of HOW MANY ads you are exposed to and WHAT KIND of ads they are.

Example - Henry Needle's Great Pockets

How are new web apps changing advertising?

Go to facebook and search for BEN SHERMAN'.

Go to twitter and search for 'NIKE'.

Go to flickr and search for 'ADIDAS'.

Are these sites being used as chanels of advertising? How effective are they?

FINALLY, get yourselves to the Media department's Ning site and comment on this forum.

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