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IWMW 2001: Advertising On Web Sites

Slides for a talk on "Advertising On Web Sites" given by Diane McDonald at the IWMW 2001 event held at Queen's University Belfast on 25-27 June 2001.

See http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2001/sessions.html#speaker-6

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IWMW 2001: Advertising On Web Sites

  1. 1. 25/06/01 D.McDonald@strath.ac.uk Information Advertising on JANET Diane McDonald Strathclyde University A JISC funded study
  2. 2. 25/06/01 D.McDonald@strath.ac.uk Information Outline of session • Outline of JISC study • Issues considered • Findings • JISC decision
  3. 3. 25/06/01 D.McDonald@strath.ac.uk Information JISC Study into Advertising on JANET • Inform JISC of the issues • JISC Services • Institutions • Consortium • Diane McDonald, Ralph Weedon, Caroline Breslin, Strathclyde University • Brian Kelly, UKOLN • George Neisser, National Cache (advisor) • 3 months • Report to May meeting of JCEI
  4. 4. 25/06/01 D.McDonald@strath.ac.uk Information issues feasibility ethical restrictions Others? maximise potential Types of electronic marketing
  5. 5. 25/06/01 D.McDonald@strath.ac.uk Information Types of Electronic marketing banner Pop-up windows Screen savers adware Electronic newletters Email footers spam Sponsorship logos “free”
  6. 6. 25/06/01 D.McDonald@strath.ac.uk Information economic issues feasibility ethical restrictions Others? maximise potential Types of electronic marketing
  7. 7. 25/06/01 D.McDonald@strath.ac.uk Information Sponsorship Expected Income £500 - £2000 per quarter per logo Potential Problems Conflict of marketing of institution or Service. Potential for perceived endorsement of sponsor. Slight increase in download time. Reduced transfer rate of information sought. Cost Effective Yes Comments Multiple sponsorship “launch pads” - most cost effective
  8. 8. 25/06/01 D.McDonald@strath.ac.uk Information Banner Advertising Expected Income £2 - £20 CPM Potential Problems Perceived endorsement of products. Increase in download time. Reduced transfer rate of information sought. Distracting / annoying for user. Not readily adapted for visually impaired access. Normal implementation outwith JANET AUP -? Cost Effective Yes – marginal! Comments Potential problems => a less preferential option. > 99.7% of web-based adverts do not receive a single click
  9. 9. 25/06/01 D.McDonald@strath.ac.uk Information Sell-through Expected Income ? Potential Problems As with Advertising Cost Effective Marginal unless tightly targeted – e.g British Library Comments Should purchaser receive % of revenue generated?
  10. 10. 25/06/01 D.McDonald@strath.ac.uk Information Commercial funding in exchange for Marketing Information Expected Income ? Potential Problems May be against the Data Protection Act 1998 Possibly unacceptable to users Cost Effective Unknown Comments Take legal advice embryonic market => reconsider in future
  11. 11. 25/06/01 D.McDonald@strath.ac.uk Information Sponsorship of Electronic Newsletters Expected Income £5-£30 CPM Per publication rates are agreed on individual cases. Potential Problems Potential for perceived endorsement of sponsor. Cost Effective Yes Comments Click-through rate in e-newsletters is significantly higher than normal. 1 Income varies by perceived reputation and circulation of newsletter. The smaller the newsletter, the higher the return. 1 Observer Newspaper article on e-newsletter click-throughs, 18/02/01
  12. 12. 25/06/01 D.McDonald@strath.ac.uk Information Screen Savers Expected Income £5-£15 per PC per quarter Potential Problems Potential for perceived endorsement of sponsor. Cost Effective Yes Comments Already in considerable use within the sector.
  13. 13. 25/06/01 D.McDonald@strath.ac.uk Information Banner Advertising within Email Expected Income £20-£40 CPM Potential Problems Potential for perceived endorsement of sponsor. Need to ensure the email has been solicited in some form – i.e. not spam Cost Effective Yes Comments No use of this was found within the sector.
  14. 14. 25/06/01 D.McDonald@strath.ac.uk Information technical economic Types of electronic marketing issues feasibility ethical restrictions Others? maximise potential
  15. 15. 25/06/01 D.McDonald@strath.ac.uk Information network traffic bandwidth reduction network saturation cost user institution campus man SJ4 ISP upgrade profile monitoring Traffic Load due to electronic marketing 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 11000 12000 13000 14000 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 Number of hosts with electronic marketing additionalbandwidthused(Kb) WWW + banner ad WWW + sponsorship dial-up 512K 2M FE 10M HE WWW 56K Dial-up User •Bandwidth reduction – 34.9K •Extra time to download - 0.15s (Page Size 41.1K (34.8K), Ad Size 6K) 56K Dial-up User •Bandwidth reduction – 34.9K •Extra time to download - 0.15s (Page Size 41.1K (34.8K), Ad Size 6K) FE Connected at 2M •Bandwidth reduction – 1.75M (Page Size 41.1K (34.8K), Ad Size 6K) FE Connected at 2M •Bandwidth reduction – 1.75M (Page Size 41.1K (34.8K), Ad Size 6K) 56K Dial-up User •Additional Cost (peak rate) – 0.01pence 56K Dial-up User •Additional Cost (peak rate) – 0.01pence
  16. 16. 25/06/01 D.McDonald@strath.ac.uk Information Usability of JISC Web services Type % of original information transfer Screen Size 640 x 480 pixels 800 x 600 pixels Banner Advertising 60% 62% Sponsorship 73% 74% But - Special Needs access also effected!
  17. 17. 25/06/01 D.McDonald@strath.ac.uk Information technical economic legal acceptability policy issues feasibility ethical restrictions Others? maximise potential 3rd party Types of electronic marketing •Not an issue when appropriate to content •Not an issue when appropriate to content •May be legal / funding restrictions •No legal restriction in UK •General legislation applies •May be legal / funding restrictions •No legal restriction in UK •General legislation applies •Development still in infancy •Only 4 respondents had official policy •Conflicting interpretation of JANET AUP •Development still in infancy •Only 4 respondents had official policy •Conflicting interpretation of JANET AUP •Content providers concerned that marketing is in line with their image •Contributors may expect income – but! •No evidence of impact on h/w, s/w provision •Content providers concerned that marketing is in line with their image •Contributors may expect income – but! •No evidence of impact on h/w, s/w provision
  18. 18. 25/06/01 D.McDonald@strath.ac.uk Information technical economic legal acceptability policy issues feasibility ethical restrictions Others? maximise potential 3rd party Types of electronic marketing financial contractual JISC Advertising Service - broker deals for JISC Services / Community JISC Advertising Service - broker deals for JISC Services / Community
  19. 19. 25/06/01 D.McDonald@strath.ac.uk Information JISC Advertising Brokering Service At odds with institution policy Advantages Disadvantages cost Benefits of size Missed local opportunities Experience & skills No uniform market ?? Consortium Approach?Consortium Approach?
  20. 20. 25/06/01 D.McDonald@strath.ac.uk Information technical economic legal acceptability policy issues feasibility ethical restrictions Others? maximise potential 3rd party Types of electronic marketing financial contractual concept contentConsider general marketing policy Consider general marketing policy Consult user organisations? Consult user organisations?
  21. 21. 25/06/01 D.McDonald@strath.ac.uk Information technical economic legal acceptability policy issues feasibility ethical restrictions Others? maximise potential 3rd party Types of electronic marketing financial contractual concept content Marketing Advantages •Free service •Additional information •Free service •Additional information •Traditional source of revenue generation •New method of deliver => new problems •Potential conflict with organisation’s marketing message •Traditional source of revenue generation •New method of deliver => new problems •Potential conflict with organisation’s marketing message Already here!Already here!
  22. 22. 25/06/01 D.McDonald@strath.ac.uk Information Summary • Part of general marketing • Well chosen, appropriate content aids acceptability • Sponsorship probably most acceptable • Profit margins limited • Policy clarification & additional advice required • Consortium approach more appropriate than a central Brokering Service
  23. 23. 25/06/01 D.McDonald@strath.ac.uk Information JISC Decision • No advertising on JISC Services • Reconsider JANET AUP • Commission Guidelines for institutions • No JISC Advertising Brokering Service - Await interest from FE / HE regarding consortium approach • Institutional decision
  24. 24. 25/06/01 D.McDonald@strath.ac.uk Information Study Report • http://www.strath.ac.uk/IT/projects/report/ jisc-advertising.pdf

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