Re: Web advertising questions
Christina,
First off good luck in your dissertation. It seems to me that you have to
start to research the nature of online advertising from both a historical
and current perspective. It's a medium which is continually evolving. It
might be nice for this forum if you could clarify which university you are
studying and the course you are taking. It wouls assist us in responding to
your present (and future) questions. Meanwhile, you have taken a good step
foward by posting to this forum.
At the outset, you should begin to use a few resources available to you on
the Internet. Here are a few:
Interactive Advertising Bureau -- http://www.iab.com
Online Publishers Association -- http://www.online-publishers.org/
EConsultancy -- http://www.e-consultancy.com
ClickZ -- http://www.clickz.com
There are many more but these will keep you busy for now as they have a
multitude of white papers to help you start to define your queries.
Now onto your questions.
1) What is "Animated Cursors"?
Cursors are the pointers on your computer desktop. When you use your mouse
to point and select, you are using your cursors. An animated cursor is
simply when the cursor has been programmed to animate or change as you move
it. One company employing this is Comet Cursors
(http://www.cometsystems.com/) There was one company called Ad Ready that
seems to have gone bust.
2) Are there any difference on "Interstitials" and "Super Interstitials"?
Superstitials is Unicast's trademark name for their interstial product. Now
before anyone from Unicast (http://www.unicast.com) flames me with "no it's
not" let me explain. An interstitial implies "between page load". What this
means is that it is supposed to launch as the user goes from page to page.
Think of it as an interactive "commercial break." How Unicast does this is
by using a "cached load". This simply means that as a user visits a
website, the ad unit is quietly downloaded into their cache and launched
when they move to the next page when the download is complete. This ensures
that only fully downloaded units will be played.
According to WhatIs.com and interstitial can be defined as:
"....something "in between") is a page that is inserted in the normal flow
of editorial content structure on a Web site for the purpose of advertising
or promotion. It can be more or less intrusive and the reaction of viewers
usually depends on how welcome or entertaining the message is. An
interstitial is usually designed to move automatically to the page the user
requested after allowing enough time for the message to register or the
ad(s) to be read."
Variations include the "splash page" on an in-between advert page before
the user goes onto the next one. The latter example is currently being done
by Yahoo, whereby an ad is displayed when you are either clicking to an
email in your YahooMail box or looking for a thread on their Group pages.
IMHO, an interstial is not to be confused with a pop up or pop under or
exit pop up as they launch automatically upon arrival or exit. That' my
opinion and I am sticking to it.
Companies who employ this, amongst others, are:
Unicast: http://www.unicast.com
Eyeblaster: http://www.eyeblaster.com
TangoZebra: http://www.tangozebra.com
3) Does anyone know about some campaigns running offline and on the
same time running online?
Actually this is happening with more frequency as advertisers realize the
power and effectiveness of interactive advertising. It provides another
channel to target and prospect and brand their businesses. Your best bet is
to search the advertising trades for this information. Here are some resources:
IMedia: http://www.imediaconnection.com
Dynamic Logic: http://www.dynamiclogic.com
IAB: http://www.iab.com
Online Publishers: http://www.online-publishers.org
Ad Week: http://www.adweek.com
Ad Age: http://www.adage.com
Revolution: http://www.revolutionmag.com
Another tactic would be to contact agencies and see if they have case
studies available online. You could probably find a few people who would
have no problem sharing this information with you for educational purposes.
Much of what you seek is online. And I am sure my post is only the tip of
the iceberg.
Good luck to you.
Sally Krumholz
~~~~~~~~~~~~~~~~
sally krumholz
interactive marketing consultant
salinka - gotham city
home: (212) 362-9638
mobile: (917) 362-1309
email: me_at_salinka.com
web: http://www.salinka.com
Received on Mon Sep 23 2002 - 20:22:11 CDT
