Wednesday, October 22, 2014

Open2Study: Online Advertising (Module 1 & 2)



We are currently enrolled in Open2Study's Online Advertising course. This is FREE learning opportunity for you to discover how online advertising works. There are 4 modules in this course and we are going to provide a summary on each module.

Also, you can take the Assessment test and earn a learning certificate! Please take note that the certificate is just for your own reference.

Enroll today at:
https://www.open2study.com/courses/online-advertising

Module 1.
Topic 1. Evolution of the Web

  • The Web is ubiquitous to consumers today and it has had one of the highest rates of adoption of any medium in history.
  • Technology is making life more comfortable and become simpler and simpler to us to use.
  • Tim Berners-Lee  was Physicist and wrote the first protocol for what became the World Wide Web.
  • In April 30th 1993 the protocol and the system that had previously been used in the Academic and military world became free and available for everyone.
  • In 1993 CERN institute help to build the Web.
  • In 2008 Mary Meeker an analyst at Kleiner Perkins Caufield Byers  predicted that by 2014 are the world’s primary internet access would be through our mobiles.
  • HTML  is the language of the Web. Stands for Hyper Text Markup Language.
Topic 2.  Commercialisation of the internet
  • Publishers sensed the opportunity to start monetise audiences wherever consumers go somehow throughout history advertisers have found a way to follow consumers.
  • It was traditionally media companies who were already obviously in the media and advertising space that put together some of the first commercial offering on the web.
  • Ziff Davis is a print publishing company and to their credit they saw the opportunity to create online platforms for their readers and their profound vision that suppose someday our readers are able to buy computer equipment on the internet.
  • Hotwired was another early website and the first banner that ran the web. 
  • Nestcape was an early portal.
  • Pathfinder was the product of time warmer.
  • Search was one of early application on the web and it became quickly commercialised some of the first players here were Yahoo, Alta Vista, Excite, Infoseek etc . 
  • Google is a household word.
MODULE 2

TOPIC  1.  Evolution of the standard online and Units

  • Tower - One site that had a vertical unit and had particular measurement.
  • Skyscraper – the same sort of vertical placement and it would have a little bit different measurement.
  • Leader board – is a big horizontal shaped ad that generally runs on the top of pages of web sites. This unit is 228 pixels wide by 90 pixels high.
  • Medium Rectangle – it looks like a square and used to ca it an Island but now its been standard sized into medium rectangle 
  • M-Rec – the acronyms and nicknames for medium rectangle.
  • Is 300 pixels wide by 250 pixels high.
  • Wide Scraper – the vertical banner that generally runs along the margin at a page and that it has been standardized.
  • A wide scraper is 160 pixels wide by 600 pixels wide by 600 pixels tall
  •   468 sixty banner – we still have in some cases but interestingly VIAB has officially retired because its not commonly used across websites as it once was.
  • The standard banner is 468 pixels wide by 60 pixels high.
  • Ad units online measured in pixels and a pixels is the smallest graphic unit used by designers.


 TOPIC  2.  Innovation Formats

  • The things that nearly killed the early online advertising industry were pop-ups.
  • POP-UPS those annoying boxes that we still see them today in a separate browser over the pages content that you’re trying to look at.
  • IAB made some way to put some standard around pop-ups that have to be designed so the user had to initiate audio and video. There had to be away for users to close pop-ups down.
  • It is important to say that the IAB be not only was regulating what advertising could look like and sizes and names but they also take into account usability and the user experience.
  • Rich Media is most of the advertising that we see out on the web today and it includes things like audio, video, interactivity and share ability.
  • OTP is a type of rich media that acronym stands for Over the Page. 
  • Similar to the pop-ups that we just described.
  • Doesn’t open a second browser.
  • They generally designed more in line with keeping with the context of the site that they are popping up on.
 
 Advertiser use advertising over the page because it s gives big impact.
  • Expandables is another type of a rich media. 
  • Generally run from medium rectangle or M-rec units.
  • The user is in control.
  • The ad doesn’t expand until the user mouse over it.
  • It expand outside of the medium rectangle space to take up sum up the space on the web page.
  • Polite banner is also a type of rich media called polite because
  •  it may have a lot of data 
  • a lot of information in it that takes up a lot of bandwidth or space 
  • all of that is politely loading in the background while the ad has appeared on the screen.
  • Have a leader board 
  • The first image displays 
  • There could be tabs along the leader board where the user chooses to interact and see more information.

Summarized by: Leci

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