Rotating Banner AdsRotary Banner Advertising
Rotary banner advertising on the Worldwide Web
Expenditure on online advertisements has skyrocketed. In fact, according to some reports, online advertisements are estimated at $23.5 billion by 2005 (eMarketer, 2002). Though there are several ways of promoting the web, such as button, banner, pay link, superstition, etc., banner is the most frequent type of web advertisement (Meland, 2000).
Banner ads (usually at the top of a page) are currently the most common type of on-line advertisement. Banner can be fixed (static) or rotating (dynamic). Fixed banner means that all users of a certain website will be shown with the same banner. On the other hand, vibrant banner cases describe cases where ad server for a particular website delivers different ads to different customers/visitors.
Describes a specific kind of dynamic/rotating banner ad. In particular, we present a paradigm for delivering and tracking the efficiency of dynamically rotating banner ads. Advertisement is dynamical, as different types of banner can be supplied to different people, and it rotates in such a way that each person is subject to several ads (depending on the length of stay on this site/page).
This banner may originate from a particular advertising company (different versions of an advertisement) or from different advertising people. Rotary ads offer the possibility to serve several ads to a user by mapping many ads to a unique Web page. Rotary Banner allows businesses to display more than one ad for these sites and thus increase their revenue from the site.
The measurement of click-through, i.e. the click on an advertising banner, was and still is important for evaluating the efficiency of on-line advertising. Many banner-related determinants, such as banner dimensions, banner position and dynamics (Razzouk & Seitz, 2003) and other personal determinants, such as participation in the promoted product/service (Cho, 2003b; Yoon, 2003), influence the efficacy of banner advertising on the web.
Latest results indicate that marketers may be able to turn the tide by using rotating and banner advertising. Chatterjee, Hoffman and Novak (2003) found, for example, that there is significant consumer diversity in click-through tendencies towards banner advertising and that there are significant benefits from repetitive exposure to banner advertising - especially for those who are not otherwise click-sensitive.
These results may indicate that rotating (rather than static) banner advertising, which enables space/time division and allows repeated exposure to news from more than one advertiser, can be an efficient way to increase click ratios and banner advertising efficiency. Latest experiential proofs also confirm that the degree of awareness and memory of embassies or the associations of banner advertising is also a feature of location (i.e. top and bottom) and graphic (Razzouk & Seitz, 2003).
Web promotion processes consist of two parts: delivering advertisements to a client's computer via the web and monitoring the efficiency of the advertisements supplied. There are two delivery-oriented models: the fixed ad style and the variable ad style. The web browser replies with the page you request when a visitor request a page in the fixed ad mode.
This page has HTML coding and contents to add a banner picture to the website. The banner picture is the advertising. Servers find the desired banner picture for the website. Contents of the page and the banner picture are then transferred over the web to the user's computer, i.e. the clients.
Web protocol logs the transmission of the contents page as a "hit" in the protocol of the webserver. If an ad is sent to the clients, the servers will also record that the user's web browsers have successfully download the ads. Each page in this style is assigned only one ad, and this ad is modified in stacks, either once a day or once a week. These stacks are called "stacks".
Note that the dynamical ad is very similar to the previously described statical ad. There is a seperate web site named Adserver which saves all banner ads sent to the clients. Advertisement servers also have specific softwares that decide which ads to deliver to the customer or end-customer.
First, measuring the ad space in the ad space, "allows appropriate measuring of ads cached and delivered by a proxieserver or web browsers and ads actually delivered by the ad server" (Bennett 1998). Second, the web browsing method allows the user to record advertising-related activities with the help of Java running on the web browsing device.
Standing banner advertising is where the banner area is used by a particular advertisers whose banner is displayed together with a web page during the customer session. Please be aware that the word statically means the fact that the ad is part of a unique advertisers.
Rotating banner ads, on the other hand, relate to ads from different advertiser companies that can split the same banner place for the entire page view time. This means that two or more ads appear successively on the user's monitor in the same banner area. The " Rotate " function will continue as long as the page is shown on the user's monitor.
In addition, each ad in the rotator, similar to fixed ads, provides a hyperlink to the advertiser's page for the length of the ad. This section develops a theory to explore how rotating banner advertising can be provided and rated. Fig. 1 shows the suggested scope for the supply and tracing of rotating posters.
Ad ModelWeb ServerWeb ServerAn ad associated with each page. ModelWeb serverAd serverDiverse ads are linked to each page automatically. Café-measuredWeb serverAd serverEmphasis counts ads provided by a proxieserver from the Café. BrowsermesuredWeb serverAd serverAd serverA browserA run application tracks the ads download. If a web page is download from the web site it will download the content of the page (with the Java script for rotating the ad images), the ad images as well as a programme to monitor the amount of Tp and click rate of each ad.
After the page and ads are downloaded into the client's web browsers, the Java script utility integrated into the web page runs on the clients computer's resource and provides ad rotation. 2. It is a key tool for the realization of the rotating banner system. That which is located on the web (or ad) servers is referred to as the server-side component, and that which uses the user's computer resource is referred to as the client-side component.
To explain this, we will consider a system that has two rotating displays: It is the responsibility of the server-side subsystem to keep a record of the amount of T that has passed since the page was sent (start of downloading by the client). Increments the number of seconds (t) each display is shown according to the rotational speed (S1 and S2).
Each time the clients click on a specific display (e.g. Ad 1), the corresponding meter (here C1) is increased by one, but C2 stays the same ( see server-side protocol in Figure 1). The webservers can use this tool to track not only the click rates of each ad, but also the number of chances the customer has received for each ad.
That extra information also allows the relay to appreciate the efficacy of a view in a dimension other than the behavioural one. The protocol contains information such as the customer number and the length of the ad for each ad (T1 and T2). View the scene when the customer hits one of the rotating flags.
This is when the information in the cookies (i.e. the whole protocol from the clients side) is transferred back to the servers protocol, which then refreshes the corresponding boxes. On the basis of the starting and ending times sent to the protocol, the real times (T1 and T2) for which each advertisement was shown in the client's web page can be computed and saved in the protocol.
Think of another situation where the Web browser does not click on one of the ads on the page, but switches to another page on a different Web site. When the same client next reconnects to the Web site (server), the information in the cookies is returned to the protocol and the real viewing hours are logged.
Please be aware that there may be a difference between the server-side and client-side protocols, as the server-side protocol does not take into account the amount of times it takes to transfer files and pictures from the servers to the clients and back. It will be more precise because its timing protocols are not affected by the amount of times it takes to transfer image and video.
In order to compensate for these discrepancies, the end value of C1, C2, T1 and C2 are calculated from the customer side input signals. Here we have given an outline of the types used for the supply and tracing of banner ads on the web. Introducing the rotating banner ad approach, we presented a type of banner ad that can be used to deliver and measure such ads.
See Dasgupta and Chandrashekaran (2001) for benefits and restrictions of this type. Our reader is reminded that the technological changes in this area are rapid and new web advertisement techniques are constantly being used. However, we still believe that this feature provides the right insight into how to address technological questions, market strategies, terminology and definition of web-based advertisements.
browsing protocol Browsing logs are computer programs that are executed in the customer's web browsers and list all queries for specific items. Customer: Term used to describe a computer that retrieves and stores information and service from a server on a computer networking system. Computing professionals work with customers to gain information on the Web and the World Wide Web.
The pages can be viewed with a web navigator. It is an object-oriented programming idiom that is widely used for either web or Internet-based application. The proxy servers (or Web cache): It is a central repository located between the corporate computer system and the web. A web server: Web servers are computers that can be addressed via a Web address and that contain items.
Logbook of web server: Known as an access protocol, this is a listing of all queries for single file and ads made by a user (or customer) from a Web site (Whatis.com 2000).