CONTENTS
Acknowledgments = xi
Chapter 1 The Internet Advertising Landscape = 1
Setting the Stage = 1
What Is Online Advertising? = 11
Online Advertising and Traditional Advertising Vehicles = 11
Internet Advertising - A Definition = 12
The Online Advertising Advantage = 13
A Short History of Online Advertising = 14
In the Beginning = 14
Setbacks : The Spam Wars = 14
Acceptance = 15
Wake Up, It's a Mass Market = 16
Critics = 17
Players in the Internet Advertising Industry = 18
The Sellers = 18
The Buyers = 19
Advertising Infrastructure = 21
Chapter 2 Online Ad Models = 23
Web Site as Ad = 23
Ad Models = 26
Advertising via E-mail = 26
Advertising via the Web = 33
Testing = 45
Buttons = 46
Text Links = 47
Sponsorships = 50
Advertorial = 51
Push Technology = 54
Interstitials = 55
A Few More Ad Models outside the Box = 59
New Screen Real Estate = 59
Screensavers = 60
Bookmarks and Toolbars = 60
Cursors = 60
Undervalued Web Space = 60
ISPs = 62
Other Formats = 63
Guarding Your Domain = 63
Resources for Reviewing Ads and Ad Campaigns = 64
Chapter 3 Internet Direct Marketing = 69
Direct E-mail = 70
E-mail Lists = 71
Banner Advertising = 81
Banner to Web Site or Mini-Page = 85
Banner as Direct Response Piece = 86
Loyalty Programs = 86
Coupons = 88
Free Samples and Trials = 89
Contests and Games = 91
Internet Direct Marketing Agencies = 93
Chapter 4 The Art and Science of Web Measurement = 95
Building Blocks = 95
Key Terminology in Web Measurement = 97
What Can Be Learned from Log Analysis = 99
Most Frequently Requested Pages = 99
Number of Visits = 99
Pages Viewed Per Visit and Length of Visit = 100
Distinction Between First-Time and Repeat Visitors = 100
Most Popular Usage Times = 100
Popular Paths Followed through the Site = 100
Click-through Rate = 100
Browser Used = 100
Referring URL = 101
Domain and Host of the User = 101
User Computer Platform = 101
User Entrance Page = 101
User Exit Page = 101
Web Measurement Tools = 101
Third-Party Outsourcing = 102
In-House Management of Software = 103
The Problems with Web Measurement = 104
Technological Hurdles = 106
Auditing of Web Site Traffic = 110
Rating the Web One Click at a Time = 112
Chapter 5 Ad Management = 121
Ad Management for Publishers = 122
In-House Ad Management = 122
Ad Management Service Bureaus = 123
Ad Management for Advertisers = 125
Third-Party Ad Management = 127
Products for Both Publishers and Advertisers = 129
Chapter 6 Targeting-The Online Advertising Advantage = 133
Targeting Based on Content and Context = 134
Targeting Based on Registration Information = 135
Using Cookies for Targeting = 139
Targeting through Database Mining = 140
Targeting through Profiling and Personalization = 141
Recommendations as Ads = 141
Personalization = 142
Collaborative Filtering = 145
Behavioral Targeting = 145
Putting It All Together : How Ad Management Solutions Facilitate Targeting = 146
Privacy = 147
Keeping Customers Is a Continuous Process = 150
Chapter 7 Pricing Online Ads = 153
Pricing Models = 154
CPM = 154
Click-Through = 157
Flat Fee = 159
Pay Per Viewer = 162
Pay Per Purchase = 162
Affiliate Programs = 163
Auctions = 172
Real-Time Ad Buying Through Networks = 174
Hybrid = 175
Trends in Pricing = 176
Problems with Comparing Value = 176
Flexibility Is the Key = 177
Chapter 8 Market Research - Information Is Your Competitive Advantage = 179
Building Your Body of Knowledge = 180
Industry Events : Where the Hunters and Gatherers Meet = 180
Trade Associations = 180
Market Research Firms = 181
Stats, Facts, and Figures = 182
Academic Studies = 188
Psychographic Studies = 188
Age = 190
Gender = 192
Race = 193
Language = 195
Household Income = 195
Usage Patterns = 196
General Online Advertising Resources = 198
Chapter 9 Buying Online Ads = 203
Determining Campaign Goals = 203
Traffic Building = 204
Selling Products = 205
Generating Leads = 206
Building Brand = 207
The Site Selection Process = 208
Audience = 208
Reporting = 209
Ability to Quickly Rotate Creatives = 209
Banner Size and Placement on the Page = 209
Amount of Ad Inventory Available for Purchase = 211
Performance Guarantees = 212
Technology Capabilities = 213
Targeting Capabilities = 213
Comparing Audience = 215
Types of Sites = 215
Paying for Media Buys = 217
CPM = 217
Cost Per Action = 217
Hybrid = 218
Pricing for Buys = 218
Search Engines and Directories = 218
Content Sites = 218
Network Buys = 219
Free E-mail Services = 219
Spot Buys = 220
Allocating Your Campaign Budget = 220
Testing = 223
Chapter 10 Selling Online Advertising = 225
Identifying and Defining What you Have to Sell = 226
Preparing Your Site's Infrastructure = 226
Monitoring and Measuring Site Traffic = 226
Ad Models = 226
Ad Management = 227
Auditing = 227
Know Your Audience = 227
The Credibility Issue = 228
Pricing Ads - Developing the Rate Structure = 228
Agency and Sales Commissions = 230
Discounts and Special Deals = 230
Selling Day Parts = 231
Competitive Analysis = 231
Media Kit = 232
Site Overview and Features = 232
Contact Information = 234
Advertising and Sponsorship Programs = 234
Advertising Rates = 235
Site Traffic = 235
Audience Demographics = 237
Production Specifications = 237
Delivery Specifications = 237
Reporting = 237
Deciding the Format of Your Media Kit = 237
Sign on the Dotted Line = 238
Selling Strategies = 239
Site Representation Firm = 239
Ad Networks = 245
Differences Between Ad Networks and Representation Firms = 248
Auctions = 249
Sales Staff = 250
Sales Training = 250
The Never-Ending Quest to Keep Good Sales Staff = 251
Spread the Word about Your Advertising Opportunities = 252
One Last Word on Client Care and Feeding = 253
Chapter 11 Going Local = 257
Profile of a Local Information User = 258
Targeting by Content = 263
Online Versions of Local Media = 263
Informational Sites with Regional Focuses = 269
Ad Networks Go Local = 270
Local Organizations = 274
Ranking Local Sites = 275
Targeting Through Registration Data = 275
IP Targeting = 275
Chapter 12 International Online Advertising = 281
Why Go Global? = 281
Are You a Candidate for Going Global? = 284
Obstacles to Adoption = 284
Connection = 284
Internet Service Provider = 285
Competing Systems = 285
Turning Obstacles into Opportunities = 285
Translation Issues = 286
Translating Your Web Site = 286
Translating Your Ad = 289
Localization = 290
Communicating with International Customers = 290
Locating Appropriate Sites in Other Countries = 294
Portals and Directories = 294
Ad Networks = 296
Testing the Market = 297
Targeting by Language, Not Country = 299
Educating the International Market = 300
Chapter 13 Legal Issues Every Internet Advertiser Should Know = 305
The European Experience = 305
The U.S. Situation = 308
Unsolicited Commercial E-mail(Spam) = 308
Personal Identifying Information = 309
Consumers' Personal Identifying Information = 310
Industry Guidelines = 314
Chapter 14 The Internet Advertising Convergence = 317
It's Everywhere, Used by Everyone = 319
Watch Out E-mail, Here Comes Instant Messaging = 322
Internet, Intranet, and Extranet...Oh My! = 323
Moving Full Speed Ahead = 324
How to Advertise for Free or Almost Free / by Eric Ward = 327
First Things First : Preparing to Announce and Submit Your Site = 327
The Practical, Tactical Approach to Search Engine and Directory Submissions = 328
You're Ready to Submit Your Site, But Is Your Site Ready to Be Submitted? = 328
Getting Organized : The Web Site Questionnaire = 331
Finding the Most Appropriate Resources to Announce and Submit Your Site = 336
Keeping a History of the Submissions You Make = 337
General Search Engines = 337
General Directories = 338
"What's New" Announcement Sites = 340
Best of the Web and What's Cool Outlets = 340
Usenet Newsgroups = 342
Learn Appropriate Internet Marketing Practices = 342
Sites That Help You Announce Your Site = 342
Content Rating, Reciprocal Links, Offline Promotions, and Other Techniques = 345
Rating Your Web Site's Content = 345
Offline Promotional Products = 346
Reciprocal Links = 347
Inbound Links = 347
Conclusion = 349
Appendix Resource Directory
Ad Management Technologies = 352
Ad Networks = 357
Alternative Ad Models = 365
Associations = 366
Auction = 369
Auditing Services = 369
Banner Exchange Programs = 370
Conferences and Events = 372
Contests = 373
Directories of E-mail Discussion Lists and Newsletters = 374
E-mail List Brokers／Services = 375
E-mail List Software = 378
Loyalty Programs = 379
Market Research Firms = 380
Measurement Technologies = 390
Personalization Technologies = 393
Promotion Services = 395
Rating Firms = 398
Representation Firms = 398
Resources = 400
E-mail Discussion Lists and Newsletters = 400
Informational Sites = 404
Online Publications = 409
Glossary = 411
About the Authors = 417
Index = 419
