Intro to Internet Advertising

Ontogeny recapitulates Phylogeny?

 * From discredited biological theory
 * Suggests that each individual, in his/her development goes through the same development of the entire species historically
 * So here, we're wondering if online ads are undergoing the same progression as advertising in history
 * Worries about the government's involvement

IAB

 * Internet Advertising Bureau


 * Fight legislation
 * Guidelines
 * Reduce cost
 * Share best-practices
 * Generates industry research
 * Maintain balance between media, marketing, and agency trade groups

Reasons to Advertise

 * Cheap
 * Hip
 * Already There
 * Statistical response

Internet

 * 1) Interactive
 * 2) integration
 * 3) Customization: messages tailored to individuals and consumptive habits
 * 4) Statistical: "Analytics" make consumer patterns into numbers
 * 5) Random: Patterns lack the predictability of internet users and their habits

Why advertise online?

 * Biggest perk: Consumers hate advertisements, web media makes it inescapable
 * "Helping people" make the purchases they want, but can't find
 * Advertising can be creative and fun -> "advergaming" / "invertising"

Advertising ON websites

 * Banners -> Top of Page ads
 * Pop-ups -> New window ads
 * Institials -> Between pages, inserted ad pages
 * Rich Media -> Interactive, participatory ads that don't take you off the original page

Sponsored Searches

 * The brokering of sales between consumer and company via search engine
 * Company selects keywords
 * Company sets URL to click through
 * Company sets price per click through

Product Websites

 * Ad as websites: sites become advertising spaces

New Media Companies

 * Double-click -> Invented banner ads, now owned by Google, good at explaining inventing the genre
 * R/GA -> NYC Digital Media agency