Online Advertising Seminar: Effective Ad Models/Designs

From: donna stryk <donna.stryk_at_tenagra.com>
Date: Mon 15 Nov 1999 11:17:08 -0600

Here is the first topic in our online seminar. Please
send questions for the authors to seminars_at_tenagra.com.
The answers, along with the next topic will be coming
tomorrow.

EFFECTIVE AD MODELS/DESIGNS

Chapter two of "Advertising on the Internet, Second
Edition" is a lengthy discussion of different online
advertising models, their popularity and effectiveness.
It covers: e-mail advertising, banners, rich media,
buttons, links, sponsorships, advertorials, push,
interstitials, screen savers, cursor ads, toolbars, and
other creative advertising vehicles. The authors
welcome any questions you have about any of these
options. The excerpt, below, is a guide to sites that
provides tools for critically evaluating the design and
effectiveness of ads.

"Resources for Reviewing Ads & Ad Campaigns"

There are numerous resources online that highlight
successful ads, review ad campaigns, and locate ad
development shops. Microscope
http://www.microscope.com, a ClickZ network site,
features a new ad campaign every week and invites
leaders in the online ad industry to critique the ads
themselves.

ChannelSeven's network of sites
http://www.channelseven.com cover a cross-section of
the online creative industry. TurboAds
http://www.turboads.com/index.shtml is a rich media
ad resource. Ad/Insight
http://www.channelseven.com/adinsight/index.shtml, a
section of the ChannelSeven site, provides a collection
of ad campaign case studies. AdsGallery
http://www.adsgallery.com is a visual yellow pages
for creative resources in the online advertising
industry and is comprised of a directory of agencies
and contractors, as well as an interactive online
portfolio of their work.

Four Corners Effective Banners from White Palm
http://www.whitepalm.com/fourcorners offers a look at
various banners and their response rates. The site also
suggests methods for improving responsiveness of banner
ads.





Received on Mon Nov 15 1999 - 11:17:08 CST