Advertising Types

dvertising on the Internet is still developing and a number of creative innovations are occurring here. Unlike television with its 30-second spots, magazines and newspapers with established sizes for ads (and the option of full color or black & white), and radio with its 10-second spots, nobody has developed a standard model for Internet advertising. What you will find cruising around the web are a number of different forms of advertising, and some more obvious than others. I have provided a list of types of advertising so that you will understand what people are attempting to measure. Some of these are types of advertising, and some are places to place advertising on the Internet. Keep in mind that these forms are not the final word in Internet advertising.

Advertorial
A blend of editorial and advertising. For example, Happy Bookworld provides recommendations about books and links to Amazon.com for purchases.

Banner
A rectangular graphic placed as a advertisement on web pages. Banners often employ graphics or rotate to capture the user's attention. (See example below. You can even click-through to their web page here, which is a nice feature of banners.)


Permission to use this banner was granted by Barnes and Noble.

Buttons
Buttons are similar to banners, but often shaped as a square and are placed anywhere on a page. Here is an example of a button for Acura.

Classified Ads
Classified ads are well-suited for the interactive environment. Users can input their request and the computer will search for the appropriate listings. Yahoo! is an example of a site that offers classified listings.

Chat Rooms
Advertisers can place their advertising on a chat room site. Yahoo! and HotWired are examples of sites that sell advertising in the chat rooms.

Contest Sponsorship
Many sites offer contests which can be sponsored by an advertiser.

E-mail
E-mail can be ad-supported where the user has free access to e-mail, but has advertisements on the e-mail reader. Two examples of companies that provide these services are HotMail and Juno.
E-mail can also be used by advertisers for e-mail games where trivial questions and answers are exchanged in an effort to build brand awareness. One example is Yoyodyne.
Finally, advertisers may send direct e-mail to consumers.

Hot Corners
Check out the right corner of Download.com for an example of a hot corner.

Interstitials
Interstitials are advertisements that interrupt the user and often fill the entire screen. They come and go as they please and the user must click out of them.

Nonlinking
Nonlinking advertisements are name recognition builders. They are often graphic elements on a web site, however the user cannot click through to the site.

Portal
A portal resides in a tool bar. For example, see CNET's News.com.

Push Technology
With push technology, news and advertising are "pushed" to the user automatically based on their interests. It is like receiving a newspaper custom-designed for you. Examples of push technology include PointCast and Back Web.

Sponsoring Listservs
Listservs are e-mails distributed to subscribers of the service. There are many niche markets available for advertisers through listservs. By sponsoring a listserv, advertisers can distribute their content to a group of people interested in the topic. For example, a running shoe company may sponsor a listserv on fitness.

Syndicated Content
Advertisers can sponsor episodic content on the web. A site can sell banners and product placement in the content to advertisers.

Web Site
The most common form of advertising on the Internet is the corporate web site. Check out the web site for Ragu, one of the first advertisers to create a content area on the Internet.

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