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IA & Web Advertising By Jenna Fogle
Topics to Cover What is information architecture? What is web advertising? What are some types of web advertising? How is WA related to IA? Questions?
What is Information Architecture? The art and science of shaping information products and experiences to support usability and findability. The combination of organization, labeling, search, and navigation systems within websites and intranets.
What is Web Advertising? A form of advertising that utilizes the Internet and World Wide Web in order to deliver marketing messages and attract customers.
Types of Web Advertising Banner Sidebar Pop-ups Pop-unders Floating Unicast Websites
Banner HTML code loads a specific website Varies in content and shape Horizontal 50 cents/ 1000
Sidebar Skyscraper Vertical 2 -3 times larger than banner Harder to scroll it off page $1. 00 - $1. 50/ 1000
Pop-ups Opens in its own window Obscures the page your viewing Forced to close or move it
Pop-unders Opens under the content your viewing Less intrusive Both are more effective than banner Banners: 2 -5 clicks/ 1000 Pop-ups: 30 clicks/ 1000 Can cost 4 -10 times more than banner
Floating Float or fly over page 5 -30 s Obscure view; block mouse input Gets attention: animation & sound Powerful branding tool - hard to ignore 30 clicks/1000 $3 - $30/ 1000
Unicast TV commercials that run in popup 10 -30 s Same branding power as TV commercial + being able to go to website 50 clicks/1000 $30/1000 From AOL. com
Websites Large, in-depth advertisements Promotes business and products Nearly all serious businesses have a site Brick and mortar have online stores Browse, shop, buy leisurely Provides convenience Jc. Penney. com IKEA. com Dillards. com Coach. com
How is WA related to IA? 1. IA helps organize advertising website to successfully promote store and products • Tips for coming up with architecture: • Mission • Immediate and long range goals • Pinpoint audience • Create organizational structure • Create an outline • Create a visual blueprint • Define Navigation • Global: Site wide • Local: Within an immediate area • Tips for Navigation: • Easy • Consistent • Minimize clicks to reach location • Each link is distinct • Group navigation into logical units • Avoid making user scroll to navigate or submit • Don’t disable back button
How is WA related to IA? Organizational structure: Hierarchy: a system of ranking and organizing, where each element of the system is a subordinate to a single other element Narrow & Deep Broad & Shallow
How is WA related to IA? Outline: Sitemaps: As outline: A content object that graphically represents the levels of the site hierarchy On a webpage: Presents the top few levels of hierarchy, provides a broad view of the content and facilitates random access to segmented portions of content TABLE OF CONTENTS Sections: Video, preferences, images, Froogle, business solutions, advanced search, language tools, etc…
How is WA related to IA? Blue prints: Show relationships between pages and other content components and can be used to portray organization, navigation, and labeling systems Similar to site maps
How is WA related to IA? 2. Organize your website for better ad placement Wireframes - Depict how an individual page or template should look from an architectural perspective Placing ads on a website Dark orange (strong), light yellow (weak) Ads near rich content and navigation, and at the top -left do better
How is WA related to IA? Placing ads on a forum site Get attention of repeat users Best placement: Ads above & below first post are more effective Place leaderboard after last post, before navigation Blend ads in well, but don’t deceive
How is WA related to IA? Placing ads on blogs Challenges: Predetermined page format Highly targeted content Regular visitors Suggestions: After the first post is more effective Skyscraper on the right Offer referrals and searches Link units
Bibliography Brain, Marshall. "How Web Advertising Works. " How Stuff Works. 6 Oct. 2007