Introduction to Online Advertising for Absolute Beginners

Slide 1: Introduction to Online Advertising for Absolute Beginners A brief introduction to online advertising for anyone interested in making money by displaying ads on their website

Slide 2: Publishers can make money by displaying ads on their websites Ad for Citroen on Times website

Slide 3: There are many different kinds of ads that publishers can choose to show • Different sizes • Different formats – e.g. Text, Rich Media, Flash • Different positions on web page – e.g. Banners (along top), skyscrapers (along side) • Different payment models – Publisher paid if ad is displayed (CPM) – Publisher paid if visitors clicks on ad (CPC) – Publisher paid if visitor clicks on ad and goes on to purchase product / service (CPA)

Slide 4: It is easy for a publisher to start making money by displaying ads... • Services exist to make it easy for publishers to get started, for example: Publishers only need to sign up and insert tags in their websites to start making money • Google / Yahoo picks which ads to display to each visitor • Ad is served. No effort required by publisher • Publisher gets paid depending on ad performance

Slide 5: ...but harder for publishers to maximize the revenue they make from displaying ads Which advertisers How can I get in will value my touch with those visitors the most? advertisers? Which service (e.g. Google, Yahoo) will ? Which advertisements will be of most interest make me the most to my visitors? money? How can I match particular visitors with specific ads / campaigns?

Slide 6: Thank You! Join in the discussion at: www.openads.org/online-advertising-explained