IWMW 2001: Advertising On Web Sites

25/06/01 [email protected] Information Strategy Directorate

Advertising on JANET

Diane McDonaldStrathclyde University

A JISC funded study


Outline of session• Outline of JISC study • Issues considered• Findings• JISC decision


JISC Study into Advertising on JANET

• Inform JISC of the issues• JISC Services• Institutions

• Consortium• Diane McDonald, Ralph Weedon, Caroline Breslin,

Strathclyde University• Brian Kelly, UKOLN• George Neisser, National Cache (advisor)

• 3 months• Report to May meeting of JCEI


issues

feasibility

ethical

restrictions

Others?

maximisepotential

Types ofelectronic marketing


Types of Electronic marketing

banner

Pop-up windowsScreen savers

adware

Electronicnewletters

Emailfooters

spamSponsorshiplogos

“free”

http://www.ask.co.uk/

http://www.ft.com/

http://www.lib.ed.ac.uk/

http://www.ucl.ac.uk/

http://www.ft.com/


economic

issues

feasibility

ethical

restrictions

Others?

maximisepotential



SponsorshipExpected Income £500 - £2000 per quarter per logo

Potential Problems

Conflict of marketing of institution or Service.Potential for perceived endorsement of sponsor.Slight increase in download time.Reduced transfer rate of information sought.

Cost Effective Yes

Comments Multiple sponsorship “launch pads” - most cost effective


Banner AdvertisingExpected Income £2 - £20 CPM

Potential Problems

Perceived endorsement of products.Increase in download time.Reduced transfer rate of information sought.Distracting / annoying for user.Not readily adapted for visually impaired access.Normal implementation outwith JANET AUP -?

Cost Effective Yes – marginal!

CommentsPotential problems => a less preferential option. > 99.7% of web-based adverts do not receive a single click


Sell-through

Expected Income ?

Potential Problems As with Advertising

Cost Effective Marginal unless tightly targeted – e.g British Library

Comments Should purchaser receive % of revenue generated?


Commercial funding in exchange for Marketing Information

Expected Income ?

Potential Problems

May be against the Data Protection Act 1998Possibly unacceptable to users

Cost Effective Unknown

CommentsTake legal adviceembryonic market => reconsider in future


Sponsorship of Electronic Newsletters

Expected Income

£5-£30 CPM Per publication rates are agreed on individual cases.

Potential Problems Potential for perceived endorsement of sponsor.

Cost Effective Yes

Comments

Click-through rate in e-newsletters is significantly higher than normal. 1

Income varies by perceived reputation and circulation of newsletter.The smaller the newsletter, the higher the return.

1 Observer Newspaper article on e-newsletter click-throughs, 18/02/01


Screen Savers

Expected Income £5-£15 per PC per quarter

Potential Problems Potential for perceived endorsement of sponsor.

Cost Effective Yes

Comments Already in considerable use within the sector.


Banner Advertising within EmailExpected Income £20-£40 CPM

Potential Problems

Potential for perceived endorsement of sponsor. Need to ensure the email has been solicited in some form – i.e. not spam

Cost Effective Yes

Comments No use of this was found within the sector.


technical

economic


issues

feasibility

ethical

restrictions

Others?

maximisepotential


networktraffic

bandwidthreduction

networksaturation

cost

user institution

campus manSJ4 ISP

upgrade

profile

monitoring

Traffic Load due to electronic marketing

0100020003000400050006000700080009000

1000011000120001300014000

Number of hosts w ith electronic marketing

addi

tiona

l ban

dwid

th u

sed

(Kb)

WWW + banner ad

WWW + sponsorship

dial-up

512K

2M FE

10M HE

WWW

56K Dial-up User•Bandwidth reduction – 34.9K •Extra time to download - 0.15s(Page Size 41.1K (34.8K), Ad Size 6K)

FE Connected at 2M•Bandwidth reduction – 1.75M (Page Size 41.1K (34.8K), Ad Size 6K)

56K Dial-up User•Additional Cost (peak rate) – 0.01pence


Usability of JISC Web services

Type % of original information transfer

Screen Size 640 x 480 pixels 800 x 600 pixels

Banner Advertising

60% 62%

Sponsorship 73% 74%

But - Special Needs access also effected!


technical

economic

legal

acceptability policy

issues

feasibility

ethical

restrictions

Others?

maximisepotential

3rd party


•Not an issue when appropriate to content

•May be legal / funding restrictions

•No legal restriction in UK

•General legislation applies

•Development still in infancy

•Only 4 respondents had official policy

•Conflicting interpretation of JANET AUP

•Content providers concerned that marketing is in line with their image

•Contributors may expect income – but!

•No evidence of impact on h/w, s/w provision


technical

economic

legal


issues

feasibility

ethical

restrictions

Others?

maximisepotential

3rd party


financialcontractual

JISC Advertising Service- broker deals for JISC Services / Community


JISC Advertising Brokering Service

At odds with institution policy

Advantages Disadvantages

cost

Benefits of size

Missed localopportunities

Experience& skills

No uniformmarket?

Consortium Approach?


technical

economic

legal


issues

feasibility

ethical

restrictions

Others?

maximisepotential

3rd party



concept

contentConsider general marketing policy

Consult user organisations?


technical

economic

legal


issues

feasibility

ethical

restrictions

Others?

maximisepotential

3rd party



concept

content

Marketing Advantages

•Free service

•Additional information

•Traditional source of revenue generation

•New method of deliver => new problems

•Potential conflict with organisation’s marketing message

Already here!


Summary• Part of general marketing• Well chosen, appropriate content aids acceptability• Sponsorship probably most acceptable• Profit margins limited• Policy clarification & additional advice required• Consortium approach more appropriate than a

central Brokering Service


JISC Decision• No advertising on JISC Services• Reconsider JANET AUP• Commission Guidelines for institutions• No JISC Advertising Brokering Service

- Await interest from FE / HE regarding consortium approach

• Institutional decision


Study Report• http://www.strath.ac.uk/IT/projects/report/

jisc-advertising.pdf

IWMW 2001: Advertising On Web Sites

Education

Transcript of IWMW 2001: Advertising On Web Sites