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Architecture and Web
Advertising
Xiaojing Feng
I have a Website…
Making money with my site
Creative
Affiliate programs
Sponsored advertising (CPM)
Contextual advertising (CPC)
Google AdSense
Promoting my site
Media purchasing
Real-Time Bidding
Ad Size and Responsive Design
Google AdWord
Making money with my Website
Creatives
What is the
creative?
The basic Ad object specifies:
the size of the containing placement,
the start and end times,
whether the ad's status is active or inactive,
a list of creatives assigned to the ad,
and to which placements the ad is assigned.
Still confused? Check this:https://developers.google.com/doubleclick-advertisers/docs/overview
The creative is the actual element that
gets rendered to the
publisher page on
day of launch.
A creative can be a banner, HTML form, Flash file or
any other form of advertising material.
Creative format include GIF, JPEG, Java, HTML, Flash or streaming audio/video.
Common creative types
Text links
Banners
Skyscrapers
Buttons
Search boxes
Common creative types
Text links
Simple hypertext links.
Common creative types
BannersGraphic images, usually laid out horizontally.
480 × 90 pixels /600 × 90 pixels
Common creative types
SkyscrapersGraphic images intended for vertical deployment.
160 × 600 pixels
Common creative types
ButtonsSmall graphical images.
Common creative types
Search boxesSearch boxes allow your site visitors to search the merchant’s site.
Rich Media Types
Rich Media is a general term that has to come to refer to just about any ad that is more
complex than a basic image creative.
Flash and HTML are the most common forms of rich media advertising.
Rich Media types
Expandable and Rollover CreativeExpandable creative can stretch out the rest of the page and then allow it to shrink back.
A rollover creative appears to be a static image until the cursor touches the image and activates it.
Rich Media types
Floating creativeThe floating creative hovers over the content of a webpage.
Rich Media types
Streaming audio/video
It first appears as a static opening image.
The video will play if the user clicks the image or play button.
Making money with my Website3 types of Advertising
Affiliate programs
Affiliate programs pay you a sales commission when someone who clicks through a link on your site to an advertiser’s site actually buys something from that advertiser.
Affi
liate
pro
gra
ms
As one of the biggest merchants on the Web, Amazon has one of the best and most extensive affiliate programs.
Try AmazonAssociates: https://affiliate-program.amazon.com
Other affiliate programs:
Ebay partner network
http://kolimbo.com
Allposters affiliate programs
Sponsored advertising
You are paid a fee when a sponsored ad is displayed on your site.
Sponsored ads are often called CPM: cost per thousand page impressions
Contextual advertising
Contextual advertising is primarily text-based advertising that appears on web pages where there is a contextual relevance as determined by automated software.
Contextual ads are often called CPC: cost per click
Making money with my Website
Glossary
Glo
ssary
Impressions
The number of times an ad has been rendered to a screen through the life of a campaign.
Cost per click (CPC)
Online advertising where there’s a cost only when a visitor clicks on the ad; synonym for pay per click (PPC).
Cost per mille (CPM)
Cost per mille (CPM), meaning cost per thousand impressions, is the industry metric used to contract and pay for display ads that are served to visitors.
Glo
ssary
Ad Unit
An ad unit is the space in an application where ads are displayed. An ad unit can display one or more ads.
Click fraud
A click made without actual interest in the product or services offered.
Click-through rate (CTR)
The number of clicks an ad unit receives divided by the number of times it is shown, expressed as a percentage.
0.01%-0.02% : Success!
Glo
ssary
Effective cost per thousand impressions (eCPM)
eCPM is a way to compare revenue from different kinds of advertising. A nominal or theoretic cost is calculated on a CPC ad as if it were a CPM ad.
RTB: Real-Time Bidding
Making money with my Website
Cashing in with
AdSense
Applying for an AdSense
Account
To be popular!Promoting my site
Media purchasing
popular publisher websites: USA Today, ESPN, BBC, The Guardian (UK), etc.
web portals: Yahoo, MSN, AOL, etc.
video players: Youtube, Vevo, Tremor Video, etc.
Real-Time Bidding
RTB
Real-time bidding is a new technique, is done via a demand-side platform (DSP).
Real-Time Bidding
Ad Size & Responsive Design
the Interactive Advertising Bureau (IAB)
Google AdWord
The Automated Ad Broker: AdWords
Google places ads on its own properties, and on websites that have signed up for the AdSense program.
Reference
Refe
rence
Davis, H. (2006). Google advertising tools: Cashing in with AdSense, AdWords, and the Google APIs. O'reilly.
Percival, J. (2013). HTML5 Advertising Going Forward. In HTML5 Advertising (pp. 325-338). Apress.
Guide to online advertising: http://www.adjuggler.com/docs/AdJuggler_guidetoonlineadv.pdf
Thanks!
Presented by Xiaojing Feng
