Blog
Friday, September 29, 2006
Captive Advertising...Online?
The Internet gives its users the ability to do what they want, when they want...the ability to ignore ads or the ability to interact with any person or company. The 'back' button always comes to mind when a users navigate to something they don't want or care about. So how is it possible to provide captive advertising online? Online Video advertising may provide be the answer.
Until recently, viewing videos, whether news, entertainment or sports highlights, often required you to be a paid member or subscriber of the website or service. As these video providers grow online, the industry has migrated to a new advertising based business model - offering free video with a brief, usually 15 second advertising spot, prior to the selected video (and unlike DVRs, it cannot be fast forwarded through). This is a great opportunity for current TV advertisers or those who want the creative flexibility of video but are concerned that they won't be able to measure the true ROI on the program. Most users will gladly sit through a quick 15 second commercial to view their selected video for free. These spots are effective for both branding and driving traffic as clicks will open your designated landing page in a new window.
Its a simple concept that has grown dramatically in recent months and according to eMarketer is expected to grow over 500% by 2010. This is a great opportunity for advertisers who currently advertise on TV or have existing promotional spots that can be edited down in length. With minimal creative costs, but with full creative flexibility, you can reach a targeted - and captivated! - audience with the bonus of the web's ability to provide a more effective call-to-action and measurement than other advertising mediums.
posted by David at 9:08 AM
Wednesday, September 27, 2006
What Not to Wear - for Web Sites
Like clothing fashions, web site design "fashions" change almost as quickly. In the early stages of web site design, many of the same principles that were used to develop printed materials (hence the term "brochure" site) were applied to the web. As the web is a completely different animal, this approach to web design yielded inconsistent results.
We've learned much about web design since then, and here are some considerations to bear in mind when you're ready to update the design of your own web site (or create a new one):
- Web site designs eventually look dated. Just as Hukapoo shirts and buffalo shoes signify a specific decade of fashion (the 70's and early 80's in case you're too young to remember), a web site designed a few years ago will start to show its age. You can expect to refresh your web design approx. every two years - or sooner if your site design is "cutting edge".
- Keep the search engines in mind. Using graphics for navigation buttons (like a "Home" button containing a house, or a "Contact Us" button containing a phone) might look nice (see bullet above), doing so doesn't consider the search engines, which can't "read" graphical images as well as HTML text - sometimes not at all. ADI uses HTML navigation buttons, which are search engine-friendly and easier (read "cheaper") to maintain.
- Make friends with "white space". What you include in your web design is as important as what you omit. Web visitors need a place to rest their eyes, and "white space", or blank areas of a page, allows them to do this.
For more information about web site design standards, take a look at Jakob Nielsen's article, "The Need for Web Design Standards". Although written in 2004, many of the ideas discussed in this article continue to dominate web design standards.
posted by Michele Fedgechin at 11:14 AM
Monday, September 25, 2006
One-Stop Process
An article in USA Today speaks of many websites such as www.princetonreview.com and other state college sites that serve as a one-stop site for applying to many colleges at once. These websites have a log-in account and allows students to apply online and keep many applications organized under their respective log-in. SAT Preparation, scholarships, and a simpler enrollment process are other benefits of these college application websites. The sites also allow for recommendations to be sent online making it convenient for recommendation writers and for students to verify through their account that their recommendation letter was sent. The convenience of these internet sites has paid off with more students applying to college. The websites as a whole seem to have demystified the college application process.
posted by David at 2:55 PM
Friday, September 22, 2006
Facing the Social Network
With the rapid growth of social networking Web sites, Yahoo is jumping on the bandwagon with word out that the company is looking to purchase Facebook.
Facebook, a social networking Web site that originally started for enrolled college students to join and talk to fellow students, has piqued the interest of the highly recognized company.
According to USA Today, Yahoo stock is down 35%. Adding Facebook to the mix might give them life as they would be investing in one of the fastest growing Web sites today.
posted by Ali at 11:39 AM
Thursday, September 21, 2006
Managing Search
Do you sometimes feel overwhelmed when navigating information from an online search? You could spend hours looking for specific information as you start from a general search and narrow down your choices.
One company that seems to be profiting from the situation is Endeca, a privately held firm that started in 1999 when founders were searching eBay for a commemorative beer can. Steve Papa and Peter Bell now run a company that serves 300 customers (many of them Fortune accounts) through a service that helps people find, analyze and understand information. They call it "Guided Navigation" and offer an online demo on their website: www.endeca.com.
The demo shows how someone searching for Zinfandel wines would start from 90K some wines, get to a search of 2,709 matches, then reduce their matches to 518. The process organizes categories (by things like country, year, price) then utilizes multiple dimensions, arranged in a parent/child kind of hierarchy. They offer users every valid path but they remove the dead ends. So the solution is a form of index engine that provides the ability to narrow an online search in an intelligent, more efficient manor than your typical "surfing" with keywords.
Today's article from Fortune writer Matthew Boyle cited a study from IDC that said "managers spend 17 percent of their time - or six weeks per year- searching for information, and the Fortune 1000 as a whole wastes $2.5 billion annually due to to an inability to locate and retrieve information". This is another good reason why company web sites need optimization (SEO) to be easily found on the search engines!
posted by Lisa Luttmann at 2:15 PM
Monday, September 18, 2006
The Importance of clear contact information
I had an issue with the phone company a few weeks ago and needed desperately to speak to a customer service representative. However, the phone number was not displayed on my bill and they instead push you to go to their website. It took me 20 minutes to find a phone number for the phone company. By the time I actually got to speak to a person I was so furious I wanted to rip someone’s head off.
Anyway, there are few things to learn here. If you do not want people to call and would prefer another mode of contact that is perfectly acceptable, however don’t hide the non-preferred method so deep it infuriates your customers.
Also, when making contact with a person your information should always be crystal clear. If you leave a voicemail say your phone number SLOWLY. I can’t tell you how many times I have had to listen to a voicemail a dozen or more times because a number was unclear. If you send an email put a clear signature with your email, phone number etc. If you make a person search to find your details you are just reducing the likelihood they will get back to you.
posted by Tara Cianfrani at 8:19 AM
Wednesday, September 13, 2006
Who Needs IA?
IA, or Information Architecture, is the process of defining the structure for the information that will be included in a web site. "The information architect maps the entire structure of the site and organizes the positioning of pages within sections, developing a functional and intuitive plan to get the user from point A to point B on the path of least resistance."*
Not only does IA help visitors find information quickly, a good IA will prepare your site for information yet to come. "Scaleable is a polite way to say no one know exactly what content will be included, so the site needs to be flexible to expand to house unknown amounts and types of information."*
Whether your site is small or complex, IA is essential for insuring that the structure of your site will achieve your business goals for the short and long term. So in answer to the question, "Who Needs IA?" - you do.
*Quoted from "10 Questions about Information Architecture" by Shel Kimen, 9/29/2003, www.builder.com
posted by Michele Fedgechin at 12:15 PM
Monday, September 11, 2006
MySpace Safety
Yes, here is another blog about MySpace! Since MySpace has become a major networking and marketing behemoth, there has been a little backlash about safety concerns. In response, MySpace has a Safety Tips link on all of their pages, with general rules and tips for protecting all users as well as information specific to parents.
Previously, it was stated that users could set whatever age they wanted on MySpace. This is partly true. New safety rules state that one can not be under 14 and claim to be older or be over 18 and claim to be younger. If in violation to this rule, the profile will be deleted. Sure it is difficult to police such a thing, but consequences, awareness, and vigilance in reporting is helpful and a step in the right direction.
Other safety features on MySpace include private profiles which can not be viewed unless the user “knows†you, has you as part of their “friends networkâ€, or a message is sent. This is an option for parents monitoring their childrens’ internet use. This feature can ensure your children only interact with the friends from school, church, camp, etc. and those users only can access any information or photos in a profile. Parents and children, as well as general adult users, can carefully view “requests†to view a profile and approve or reject accordingly.
Another safety feature allows users to view a profile/users page, yet only be added as a “friend†if you know something personal about the person such as a last name etc. This helps children and users alike defend themselves from vagrant users looking to spam you with unwanted messages, solicitation and the like.
A further testament to MySpace’s popularity is the book MySpace Unraveled: What It Is and How to Use It Safely. This is a book that is recommended for parents and others to learn more about a helpful and progressive vehicle such as MySpace and protect themselves and loved ones. My Space has a direct link to this book in their Safety Tips section on each page along with safety website links and monitoring devices for parents and other users.
Safe surfing!
posted by David at 2:35 PM
Friday, September 08, 2006
Getting a Space...On MySpace
With the intense popularity of online social networking, companies are increasingly taking advantage of advertising opportunities on Web sites. On the site MySpace, not only are companies creating pages to network, they are also spending $180 million to advertise.
This year, marketers will spend $280 million to advertise on social networking Web sites. As the popularity increases, experts predict that by 2010 ad spending will total nearly $1.9 billion.
Online social networking gives marketers new and innovative ways to advertise. As traffic increases on the social networking Web sites, advertisers will allocate larger amounts of ad spend to get increased exposure.
posted by Ali at 12:04 PM
Wednesday, September 06, 2006
Information Overload
One of my favorite internet finds of the past few years is Wikipedia. A comprehensive online encyclopedia that anyone can edit, Wikipedia is where I turn to read up on my favorite bands, actors and movies, as well as web technologies, historical events, and any other thing that I'm interested in. As I laugh to myself while remembering a friend I had in elementary school who actually read encyclopedias for fun, I can't help but visit the site nearly every day to read about what events happened on today's date, or find out more about something I heard on the news or in conversation.
Most times, even the most obscure person, place or thing will already have a detailed Wikipedia entry. And if it doesn't, you're free to add one. While Wikipedia has come under scrutiny since anyone can edit it, I find that it's as reliable as any free encyclopedia on the net. Some of it's sister projects, such as Wiktionary and Wikiquote make for great resources as well.
posted by Craig Willard at 11:34 AM
Friday, September 01, 2006
MySpace as a Branding Tool?
Social Networking is a huge market right now and many advertisers have taken notice. Big brands such as Jack in the Box, Nike, and Aquafina have jumped into the fray to see how they can leverage their brands and businesses through the social networks such as MySpace. These advertisers have created MySpace pages for their brands.
For example, Jack in the Box has created a page for its smiley face mascot, Jack Box. Believe it or not, as of this morning Jack Box has 183,413 friends and growing. In the past few days Jack Box's friends grew over 10%!
Is this an effective branding tool? That is yet to be seen. It depends on the brand and audience (it has been found to be very effective for movie and music brands), but one thing is for sure, sites such as MySpace are here to stay and have created a huge impact on both Internet users and the advertisers as both scramble to become part of this phenomenom.
posted by David at 11:19 AM
