3.3 How to Show Your Message
- Become familiar with the different online advertising opportunities.
Types of Display Advertising
There are many different ways to display messages online, and as technology develops, so does online advertising. Here are some of the most common.
Interstitial bannersBanners that are shown between pages on a Web site. are shown between pages on a Web site. As you click from one page to another, you are shown this advertisement before the next page is shown. Sometimes, you are able to close the advertisement.
Pop-Ups and Pop-Unders
As the name suggests, these are advertisements that pop up, or under, the Web page being viewed. They open in a new, smaller window. You will see a pop-upUnrequested window that opens on top of the currently viewed window. right away but will probably only become aware of a pop-under after you close your browser window. These were very prominent in the early days of online advertising, but audience annoyance means that there are now “pop-up blockers” built into most good Web browsers. This can be problematic as sometimes a Web site will legitimately use a pop-up to display information to the user.
A map advertisementThis is advertising placed within the online mapping solutions, such as Google Maps. is advertising placed within the online mapping solutions available, such as Google Maps.
Figure 3.2 Google Map Showing an Advertisement for Holiday Inn
A floating advertisementThis advertisement appears in a layer over the content, but is not in a separate window. appears in a layer over the content, but is not in a separate window. Usually, the user can close this advertisement. These are sometimes referred to as “Shoshkeles,” a proprietary technology. Floating advertisements are created with dynamic hypertext markup language (DHTML) or Flash and float in a layer above a site’s content for a few seconds. Often, the animation ends by disappearing into a banner ad on the page.
A wallpaper advertisementThis advertisement changes the background of the Web page being viewed. changes the background of the Web page being viewed. Usually, it is not possible to click through this advertisement.
Figure 3.3 Some of the Most Common Banners, Shown in Proportion
When online, advertisements can be interactive. How do you think this can be used to increase the effectiveness of advertising?
- Advertisers have many options when it comes to how to show their messages.
- More and more options appear as technology develops.
- Explain why intrusive ads may be a good choice for an advertiser. Think of a situation where a user may see an intrusive ad and have a bad experience with it. Do you think that could change a user’s opinion of that brand? If so, how?