Information Architecture and Web Advertising

1. Information Architecture and Web Advertising Xiaojing Feng

2. I have a Website… Making money with my site Promoting my site Media purchasing Real-Time Bidding Ad Size and Responsive Design Google AdWord • Creative • Affiliate programs • Sponsored advertising (CPM) • Contextual advertising (CPC) • Google AdSense

3. Creatives Making money with my Website

4. The basic Ad object specifies: • the size of the containing placement, • the start and end times, • whether the ad's status is active or inactive, • a list of creativesassigned to the ad, • and to which placements the ad is assigned. Still confused? Check this:https://developers.google.com/doubleclick-advertisers/docs/overview What is the creative? The creative is theactualelementthat gets rendered to the publisher pageon day of launch.

5. A creative can be a banner, HTML form, Flash fileor any other form of advertising material. Creative format include GIF, JPEG, Java, HTML, Flash or streaming audio/video.

6. Common creative types • Text links • Banners • Skyscrapers • Buttons • Search boxes

7. Common creative types Text links Simple hypertext links.

8. Common creative types Banners Graphic images, usually laid out horizontally. 480 × 90 pixels /600 × 90 pixels

9. Common creative types Skyscrapers Graphic images intended for vertical deployment. 160 × 600 pixels

10. Common creative types Buttons Small graphical images.

11. Common creative types Search boxes Search boxes allow your site visitors to search the merchant’s site.

12. Rich Media Types • Rich Media is a general term that has to come to refer to just about any ad that is more complex than a basic image creative. • Flash and HTMLare the most common forms of rich media advertising.

13. Rich Media types Expandable and Rollover Creative Expandable creative can stretch out the rest of the page and then allow it to shrink back. A rollover creative appears to be a static image until the cursor touchesthe image and activates it.

14. Rich Media types Floating creative The floating creative hovers over the content of a webpage.

15. Rich Media types Streaming audio/video It first appears as a static opening image. The video will play if the user clicks the image or play button.

16. 3 types of Advertising Making money with my Website

17. Affiliate programs • Affiliate programs pay you a sales commission when someone who clicks through a link on your site to an advertiser’s site actually buys something from that advertiser.

18. Affiliate programs • As one of the biggest merchants on the Web, Amazon has one of the best and most extensive affiliate programs. • Try AmazonAssociates: https://affiliate-program.amazon.com Other affiliate programs: • Ebay partner network • http://kolimbo.com • Allposters affiliate programs

19. Sponsored advertising • You are paid a fee when a sponsored ad is displayed on your site. • Sponsored ads are often called CPM:cost per thousand page impressions

20. Contextual advertising • Contextual advertising is primarily text-based advertising that appears on web pages where there is a contextual relevance as determined by automated software. • Contextual ads are often called CPC: cost per click

21. Glossary Making money with my Website

22. Glossary Impressions • The number of times an ad has been rendered to a screen through the life of a campaign. Cost per click (CPC) • Online advertising where there’s a cost only when a visitor clicks on the ad; synonym for pay per click (PPC). Cost per mille (CPM) • Cost per mille (CPM), meaning cost per thousand impressions, is the industry metric used to contract and pay for display ads that are served to visitors.

23. Glossary Ad Unit • An ad unit is the space in an application where ads are displayed. An ad unit can display one or more ads. Click fraud • A click made without actual interest in the product or services offered. Click-through rate (CTR) • The number of clicks an ad unit receives divided by the number of times it is shown, expressed as a percentage. • 0.01%-0.02% : Success!

24. Glossary Effective cost per thousand impressions (eCPM) • eCPM is a way to compare revenue from different kinds of advertising. A nominal or theoretic cost is calculated on a CPC ad as if it were a CPM ad. • RTB: Real-Time Bidding

25. Cashing in with AdSense Making money with my Website

26. Applying for an AdSense Account

33. Then, you will see…

34. Promoting my site To be popular!

35. Media purchasing • popular publisher websites: USA Today, ESPN, BBC, The Guardian (UK), etc. • web portals: Yahoo, MSN, AOL, etc. • video players: Youtube, Vevo, Tremor Video, etc.

36. Real-Time Bidding RTB • Real-time bidding is a new technique, is done via a demand-side platform (DSP). • Real-Time Bidding

37. Ad Size & Responsive Design • the Interactive Advertising Bureau (IAB)

38. Google AdWord • The Automated Ad Broker: AdWords • Google places ads on its own properties, and on websites that have signed up for the AdSense program.

41. Want to Create a similar one?

42. Reference

43. Reference • Davis, H. (2006). Google advertising tools: Cashing in with AdSense, AdWords, and the Google APIs. O'reilly. • Percival, J. (2013). HTML5 Advertising Going Forward. In HTML5 Advertising (pp. 325-338). Apress. • Guide to online advertising: http://www.adjuggler.com/docs/AdJuggler_guidetoonlineadv.pdf

44. Thanks! Presented by Xiaojing Feng