How Web Ads Work
BANNER ADS
Small, usually rectangular graphics that appear on most consumer Web sites. Like roadside billboards, the messages are usually static and appear at the top of a Web page. Through the use of new technologies, banners are becoming more animated and interactive. A Visa ad, for instance, allowed users to search for restaurants.
BUTTON ADS
These are small, squarish ads that are usually at the bottom of a Web page and contain only a corporate name or brand. Clicking on the button takes the online viewer directly to the corporate Web site. Example: the Netscape button on most Web pages. Click on it, and users are instantly taken to the Netscape Web site to download Navigator browser software.
SPONSORSHIPS, OR CO-BRANDED ADS
These attempt to integrate companies' brands and products with the editorial content on targeted Web sites. The goal is to get users to strongly identify the advertiser with the mission of the site. Toys 'R' Us, for example, sponsors a toy guide managed by Third Age to help senior citizens who visit the site understand the new toys their grandchildren want.
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