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Description
This book explains how to setup and manage display advertising programs. Discover what display advertising programs can do for companies and how the business objectives for banner marketing programs go far beyond the increase in sales.
You will learn how to identify, qualify and contact potential display advertising web sites. The key terms in display advertising agreements are defined and sample banner agreements are included. Discover how to more....
Sample Diagrams
There are more than 26 explanatory diagrams in this book
Banner AD Placement
This figure shows how a banner advertising system can work. In this example, a company creates and submits a small banner ad to a banner advertising network and selects location, time and category as the ad promotion criteria. The banner advertising network submits these ads to multiple web sites that have agreed to be part of the banner advertising network and keeps track of the transmission, selection and response to these ads. The web site system operators insert the banner ads on their web pages in specific locations.
Table of Contents
Display Advertising
Objectives
Dislay Ad Types
Text Ads
Graphic Ads
Animated Ads
Video Ads
Ad Applications
Display Ad Sizes
Display Ad Response Types
Link Selection
Email Opt-in
Messaging Opt-in
Click-to-Call
Location Finder
Display Channel Types
Download Sites
Online Communities
Entertainment Applications
Information Services
Web Portals
Device Capability
Display
Media Formats
Input Control
-Keypad
-Soft Keys
-Pointer
Display Ad Content Guidelines
Clear Expression
Legal Products and Services
Sponsor Identification
Voluntary Industry Restrictions
Advertising Regulations
Age Appropriate Content
Non-Controversial Content
Substantiated Performance Claims
Moral Conformity
Non-Offensive Language
Appropriate Use of Contact Information
Display Ad Management
Presentation Control
Display Ad Bidding
Display Ad Submission
Display Ad Approval
Landing Page
Jump Page
Disruptive Advertising
Downloadable Ads
Ad Behavior
Display Ad Campaigns
Ad Frequency Capping
Ad Expiration Date
Ad Rotation
Display Ad Metrics
Ad Impressions
Ad Clicks
Conversions
Ad Management Portals
Display Advertising Networks
User Profiling
Cookies
Ad Management
Appendix I – Sample Display Advertising Agreements
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About the Author
Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).
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Description
This book explains how to setup and manage banner advertising programs. Discover what banner advertising programs can do for companies and how the business objectives for banner marketing programs go far beyond the increase in sales.
You will learn how to identify, qualify and contact potential banner advertising web sites. The key terms in banner advertising agreements are defined and sample banner agreements are included. Discover how to use banner exchange networks to begin promoting your products and services through hundreds of thousands of other web sties without having to directly negotiate with each of web site owners.
Learn how to design and create effective banner ads (including animated banners) and the standard sizes that are used in the industry. Explained are the ways to measure the effectiveness of banner advertising including impressions and click through rates. Discover how to define where banners are placed on web pages and why it is so important
Banner advertising economics are provided including impression costs, click costs and some of the hidden costs. Some of the topics covered in this book include:
• What is Banner Advertising
• Key Banner Advertising Objectives
• Banner Advertising System Operation
• How to Identify Banner Advertising Partners
• How to Use Banner Advertising Networks
• Ways to Create Banner Ads
• Banner Advertising System Options
• Banner Advertising Marketing Economics
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