ONLINE-ADS>> web site advertising models

Geoff.Richards_at_redwood-publishing.com
Wed, 02 Apr 1997 12:01:13 GMT

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The way I see it, there are currently four distinct types of true
non-email-based advertising available on/for web sites.

(1) banner advertising
(2) hypertext links & logos
(3) sponsored content and
(4) online advertorials and infomercials

Banner advertising is currently the most popular form of advertising on
the Net. There has been a lot of negative criticism in the Media press
about it recently, questioning it's effectiveness and relevance. As it is
graphics rich and slows download times, it can make a web site very
tedious to visit.

Hypertext links & logos are much easier to use as they contain little or
no graphics and thus do not hamper download. They are also relevant as
they can be placed directly into pertinent subject copy.

Compared to banner advertising, sponsored content is still in its infancy
but does seem to represent one of the ways forward in Net advertising,
particularly with the current bandwidths slowing down use. It is also
very relevant as it associates brands with subject matters - try getting
a Marketing Manager or advertising agency to tell you that that isn't
what they're looking for !

Online advertorials and infomercials are similar in functionality and
concept to sponsored content in that they link subject matters with
brands. They are also considered unobtrusive as they are only viewed by
those individuals seeking information on whatever they have to offer.

If you agree, please let me know about some good examples of sites that
are already employing these strategies.

If you disagree, please let me know where I am likely to fall down with
the above and why - also do you know of any other advertising models that
I have missed ?

Geoff Richards
New Media Sales Manager
geoff.richards_at_redwood-publishing.com
www.redwood-publishing.com

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