Upload
iwmw
View
156
Download
0
Embed Size (px)
Citation preview
20th June 2002 1
Advertising and Web Sites
Kriss Fearon (University of York)Ralph Weedon (University of Strathclyde)
20th June 2002 2
Aim of the session
To provide a brief introduction to the key issues relating to online advertising
Using case studies, to allow participants to consider how their institution could handle specific problem situations
A written summary is provided
20th June 2002 3
What is online advertising? Promotion of a product or service
May have nothing do with the institution or page content
Includes internal advertising e.g. of a conference, catering services
In legal terms may not imply endorsement
but it might look that way to a user Compare sponsorship
20th June 2002 4
(Some of) the issues
Legal and regulatory – Ralph Ethical - Ralph Managerial - Kriss Technical - Kriss Financial - Kriss
Advertising on web sitesLegal & Ethical issues?
Ralph WeedonUniversity of Strathclyde/
JISC Legal Information Servicehttp://www.jisc.ac.uk/[email protected]
20th June 2002 6
Today’s Situation Ad industry statistics ... The Janet AUP The JISC’s view point? Institutional Policies The arbiter of taste?
20th June 2002 7
How Did We Get Here? A JISC Report - 2001 A study into Advertising on JANET http://www.jisc.ac.uk/pub/index.html#issues In: Word, RTF & PDF format Authors: Diane McDonald & Caroline Breslin, University of Strathclyde
20th June 2002 8
Legal Issues -- to advertising on the Web?
The ASA Code
20th June 2002 9
Legal Issues -- to advertising on the Web?
The ASA Code The background legislation ...
20th June 2002 10
Legal Issues -- to advertising on the Web?
The ASA Code The background legislation … Liability & Disclaimers
20th June 2002 11
Legal Issues -- to advertising on the Web?
The ASA Code The background legislation … Liability & Disclaimers Contract Law Professional Legal Advice
20th June 2002 12
Other relevant legislation?
Data Protection Act Freedom of Information Act SEN & Disability Act - Accessibility Copyright & Trade Marks
20th June 2002 13
Ethics -Should your institution care?
What do I mean by ethics? Problem areas include:
Tobacco and Alcohol Weapons Manufacturers
Academic Freedom Cola University? Privacy
20th June 2002 14
More ethical issues Possible product endorsement Compromises independence? Takes advantage of a captive audience? Unpopular with many academics Influences the institution’s corporate ID? Student Union campaigns - Nestle? Barclays?
Summary
Consultation … is a good thing Why do you want to use Advertising? Will it actually make you a ‘profit’? What are financial & reputation costs? Ads must conform to JANET AUP Note ASA codes & legislation Do you need a lawyer?
20th June 2002 16
Types of advertising Banners
Rotating versus static Link to the advertiser’s site or display only Rich media Animation
Branding Text-only links Superstitials (‘pop-ups’) Interstitials (‘transitional’ pages) May be paid-for or free – JISC rules apply
20th June 2002 17
Who are the ads for? Clear focus on audience – are
advertisers trying to reach: Students Staff External audiences, e.g. alumni
Who do you want to give access to? Problem: Unlike traditional media, HEIs
are not in the business of selling advertising around content
20th June 2002 18
Managerial
How is advertising managed in print? Can you re-use current practice, expertise, standard
contracts?
Conflict of interest Between centre and departments Between different offices accepting ads Between different media
Who will sell/design/put up advertising? Managing expectations on both sides Strategic decision needed
20th June 2002 19
Technical – the easy bit!
Create and edit ads Advertisers often need this service, can it be
provided in house? More traditional requirement and easier to cost
Ad server JISC requires both banner ad and page with
link to be hosted by the institution Provides user tracking (no need to rely on
advertiser figures)
20th June 2002 20
Technical – the hard bit!
Requirement to service the need to: Put up and take down ads Record usage - hits and click-through’s
Provide technical spec Load time, preferred format(s)
Accessibility Potentially could be claimed to disadvantage Javascript, rotating gifs
20th June 2002 21
Obtrusiveness Single thing which annoys users most!
Obtrusive when: takes ages to load, delays page download, flashes, rotates, is very large (or otherwise detracts from content) means the page will not print properly, needs a plugin, is inaccessible
Focus of the page for user is content not ads
But focus of the page for advertiser is ensuring users see their ad
20th June 2002 22
Financial Is the revenue really worth all the work?
Most are commercial in confidence Others are informal arrangements by individuals
not institutional policy so hard to scale Who gets what revenue there is?
Depts won’t do it if they don’t get (most of) the money or have their budget cut
Do departmental staff have the skill, time, experience to deal with advertisers?
So who spends their time servicing advertisers and how are they paid?
20th June 2002 23
Charging
What revenue model to use? Page views? Click through’s? Flat rate based on staff time? How to build in r and d time?
20th June 2002 24
Revenue models
Click-through’s/Page impressions Click through rate: ¼% of page readership 2% of those buy the product Page views should be from target audience
Flat rate Based on staff expenses Value for money?
20th June 2002 25
Moving forward
Management support essential Decide clear aims Collaborate with colleagues, use
existing expertise Test the systems in advance May not be popular now, but could well
be in the future Needs investment of resource so not for
everyone
20th June 2002 26
Scenarios/Case Studies
Work in two groups of six (or more) Choose a Reporter Try to take a look at both scenarios Add your own scenario! Add your own examples! Report back in 40 minutes time
20th June 2002 27
Scenario I
Your institution is offered ‘shedloads’ of money by a large, blue chip company for being the prime sponsor on/of your website.
They just happen to manufacture: Close combat laser weapons Alco-pops and Fast Food Cheap, trendy fashion garments made in
third world ‘sweatshops’.
20th June 2002 28
Scenario I - some questions
Do you accept their offer? If not, why? Does it make a difference if the ad is hosted
on your website, as opposed to ‘brought in’? What if they just sponsor a ‘chair’? Any legal worries? The ASA get a complaint … does it matter Who is responsible for ‘Take Down’? The company want to use Flash - OK?
20th June 2002 29
Scenario II Your institution is approached by an
advertising agency who offer £2K per month for ads on your WELCOME page (& elsewhere).
What managerial, technical and financial issues would you need to take into account?
What happens if, after 3 months, the agency fails to honour its contract?
What if an ad campaign fails?