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IA and Web Advertising

From:Amit Sharma

Information Architecture ± 1, Fall 2005

School of Information

Available at : http://www.ischool.utexas.edu/~amit/webads.ppt

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Contents Introduction.

Types of Web Advertisement.

How to choose a Web Ad ? What makes a Good Website?

Why Plain Text-Ads Rule?

Examples of Good and Bad IA.

What¶s new In Web Advertisement.

References.

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What is Web Advertisement?

Web Ads are nothing but

information devoted to promote,market, sell or provide specific

information about a product,

service, commercial event on

World Wide Web.

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Types of Web Advertisement (1)1)   Banner Ads

In the early stages of Internet,

"advertising" on the Internet meant"banner ads"

2)   Pop-up and Pop

under AdsA pop-up ad is an ad that "pops

up" in its own window when you goto a page.

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Types of Web Advertisement (2)3)   Floating Ads

These are ads that appear when

you first go to a Web page, andthey "float" or "fly" over the page

for anywhere from five to 30

seconds.

4)   Unicast AdsUnicast ads are TV commercial that runs in a pop-up window.

It is animated and it has sound. The ads can last anywhere from 10 to

30 seconds.

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Types of Web Advertisement (3)5)   Streaming Sidebar Ads

A small video ad appears in the rightsidebar on this CNN page, with sound, andplays for 30 seconds. The reader cancontrol the ad with the three buttons (Play,Pause, Stop) underneath the ad.

6)   Pull Down Banner AdsTheir operation varies depending on the

site. On some, when you mouse over thebanner ad, it expands to fill much of thepage. On others, the banner ad is expanded-size initially, then shrinks to normal sizeafter several seconds.

From: http://www.howstuffworks.com

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How to choose a Web Ad?Mechanism of Interactive Web Ad. :

By : Lai and Yang

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How to choose a Web Ad?In today¶s world, the most important problem that an average IA

professional deals is with the placement of Web advertisement on

any Web Page without disturbing:

1) The flow of Navigation (Content)

2) The theme of the site (Context)

3) The type of users visiting (User)

These 3 principles as discussed by Rosenfield and Morville are thebasics that any IA Professional should apply while developing or 

maintaining any Web site.

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Why Plain Text ± Ads Rule? Exceptions:

- Classified ads work because as far as users are concerned, they arecontent, not advertising.

- Search engine ads work because search engines are the one type of website that people visit with the explicit goal of finding someplace elseto go.

From Banner Blindeness to Box Blindeness

Communicative Content.

By ± Jacob Nielson

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What  makes a Good Website? (1) Provide credible, original content in as many forms

as possible.

Provide valuable, timely information to the user,not lots of data.

Share everything you learn.

Custom-tailor the information to user preferences.

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What makes a Good Website? (2) Be responsive on a 56 Kbps modem (the typical Web

user).

Use graphics sparingly

Break up your tables vertically for a cascading load to appear moreresponsive

Optimize graphic file size for Web display

Optimize your HTML by removing excess spaces, comments, tags and

commentary

Be easy to read

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What makes a Good website? (3) Be interactive; good interactivity engages the user and makes your 

site memorable

Bew

ell-organized

- Balance the number of levels with page length to minimize scrolling anddisplay time.

Use an appropriate metaphor (like Zima's fridge or Ragu's Mama ,Cuchino Kitchen).

- Using a good graphic metaphor for your interface makes the user feelmore comfortable navigating your site.

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Good and Poor IAWorldsWorstWebsite:

This site has been designed in order to

point out some common mistakes that IA

make when developing a website.

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Poor IA Examples www.aol.com/shopping : Ever tried to actually FIND and BUY    something

there?

shopping.yahoo.com : Ditto for Yahoo's shopping section, although the e-wallet is helpful you say.

www.airmac.com www.oceanside-ca.com

www.sirchie.com/products.htm

www.shopping.com/ibuy

www.loopnet.com

www.merck.com

www.bluemountain.com Good on some lists, too busy on others.

Source: http://www.webpractices.com/samplesites.htm

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Good IA Examples www.bluefly.com

www.thetrip.com

www.crutchfield.com www.dockers.com

www.gap.com

www.virgin-clothing.com

www.3dshopping.com www.expedia.com

www.fitfinder.com

Source: http://www.webpractices.com/samplesites.htm

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Good IA: www.theblufly.com

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Good IA : www.bluefly.com

1. Easy Navigation

2.  Target Audience identified

3.  Prices well defined

4.  Images

5.  Standard Template

6.  Easy Search

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What¶s new in Web Advertising:Location Based Advertising:

According to Kolmel and Alexakis Location based

advertising brings the power of technology and web

advertisements together.

e.g. a user living in Austin can be shown the promotions

and advertisements for companies that operate in Austinarea.

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References:

Rosenfield L. and Morville P. (1998) ± Information Architecture for the World 

Wide Web. O¶RIELLY Associatec Inc.

Nielsen Jackob  (2003) ± µWill Plain-Text Ads Continue to Rule?´. Retrieved 

from http://www.useit.com/alertbox/20030428.html 

Frankel Rob (2004) ± µY our graphic design strategy needs principles and rules.´ 

Retrieved from http://www.carnrightdesign.com/design_rules.htm

Lai H. and Yang T. ± An architecture of Interactive Web advertising. Retrieved

from http://140.128.14.102/george/person/cpaper/dsi99.pdf 

S ource: http://www.howstuffworks.com

Source: http://www.webpractices.com/samplesites.htm

Source: http://webreference.com/greatsite.htm

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