1. Online Advertising 3 3

2. 3 You’ve seen millions of these! But you need to know some of the reasons why companies use them And some basic details of how online advertising works...

3. Online Advertising 3 Users visit site Pay Per Click Web Host Offers ad ‘space’ Advertiser Takes ad space Only pay if people click

4. Online Advertising 3 So advertisers only pay the website host or owners if people click on their ads So the web site owners are desperate to help their advertisers get clicks That’s why it’s also called the ‘affiliate model’ The web host & advertiser work together as partners to get your clicks! Pay Per Click

5. Online Advertising 3 Types of Online Advertising Sponsored LinksBanner Pop-Ups Email

6. Online Advertising 3 Why Companies Advertise Online Multimedia Links Targetting & Cookies

7. Online Advertising 3 Multimedia: Video & audio grabs attention Targeting & Cookies: Use cookies to display relevant ads based on searches & views Links: Take users direct to advertisers’ sites Email: sends marketing messages direct to customer inboxes (not illegal SPAM) So consumers are targetted to get & retain their interest in relevant products Why Companies Advertise Online

8. Online Advertising 3 Personal privacy: Not everyone is happy with use of cookies & search history Adware: Type of ‘malware’ that generates unwanted ads, often as popups Auto-play video: Some ads play video as soon as the page loads Distraction: Ads can take your attention from what you’re trying to do online How Ads Can Be Annoying

9. Online Advertising 3 So what kind of questions could you be asked about online advertising? Let’s look at some quick examples.... Questions

10. Online Advertising 3 Why might a website owner and an advertiser want to be involved with an affiliate model of online advertising? Give one reason for each. (2) A website owner can host an advert and earn money every time a user clicks on it. An advertiser can put their ad on popular websites and potentially get more custom because more users will see their ad and visit their website.

11. Online Advertising 3 Explain how banner and pop-up adverts aim to capture and retain the interest of web page users (2) Banner and pop-up ads capture the attention of users because they are usually animated or include a video, or they suddenly appear Banner and pop-up ads retain attention by targetting a specific audience, for example an advert for make-up on a fashion website

12. Online Advertising 3 3