网络广告营销外文文献翻译中英文Word格式.docx

网络广告营销外文文献翻译中英文Word格式.docx

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MichaelMcCandless

AdvertisingontheWebhasarrived.Theadsweseenowmarkthebeginningofarapidlygrowingbusiness.AccordingtotheInternetAdvertisingBureau,$906.5millionwasspentonInternetadvertisingintheUSin1997,andaccordingtoJupiterCommunicationsLLC,Internetadvertisingwillriseto$7.7billionby2002.

Therecentsuccessofonlineadvertisingcompaniesprovidesfurtherevidence.Double-Click,thecurrentleaderinonlineadvertising,maintainsabanner-adnetworkofheavytrafficsites,includingAltaVista,Travelocity,andDilbert.WallStreethastakennotice.OnFd^ruary20,1998,demonstratinganexplosiveinitialpublicoffering,Double-Click'

sstockpriceclosed57%higheronitsfirstdayoftrading.Similarly,onApril8,1998,Yahoo,oneoftheprimaryInternetportals,announcedincredibleresultsforthepastquarter,andtheirstocksoared15%.Advertisingrevenuealmostcompletelyinitiatedthisrise,eventhoughYahoowassellingonly14%oftheiravailableadvertisingspace.Despitetheseinspiringfigures,skepticsinsistthatinthelongrun,advertisingwillnotbeaviablemodelfortheWeb.It'

sclearthattheInternetportals,includingNetscape,Yahoo,Excite,AltaVista,andLycos,canderiveadvertisingdollarsfromtremendoustraffic.Forexample,Yahooaveragedanamazing95millionpageviewsperdayinMarch1998.But,advertisingonothersiteswhoseprimarylureiscontentmightnotgamerthesamesuccess.Forexample,AmericaOnlinerecentlydecidedtoraisesubscriptionratesby$2permonth,inpartbecausetheiradvertisingrevenuecannotcoverincreasingcosts.

Anewadvertisingmedium

TheWebdiffersfundamentallyfromthetraditionaladvertisingmediaoftelevision,radio,andprintinatleastthreeimportantways:

•EveryadservedontheWebgoestoanindividualwhocanbecharacterizedpersonally,ratherthantoagroupthatmustbecharacterizedstatistically.Advertiserscanthereforecarefullytargetorevencustom-generateads,accordingtotheirdegreeofknowledgeaboutanindividual.

•AWebadreceivesdirectfeedbackconcerningitseffectiveness.Ifauserclicksonanad,thenadvertisersconsideritaneffectivead.

•Thereal-timenatureoftheInternetletsadcampaignsadapttonearlyinstantaneousfeedback.Eachadruncanmeasureexactlyhowmanytimesanadhasbeenshownandclicked,allowingforaquickchangeofstrategy.Ifaparticularadisnoteffectiveonacertainsite,anadvertisercanshowitelsewhereorchangetheimageinamatterofhours.Traditionalmedia,incontrast,haveadvertisingleadtimesmeasuredinweeksandmonths.

Theindividuallytargeted,interactive,highlymeasurable,andreal-timenatureoftheWebmakesitanentirelynewmediumaboutwhichtheadvertisingindustrywillhavetolearn.It'

snotunlikedirectmarketingpushedtoanextreme.CombiningtheseuniqueelementswiththeappealingdemographicsofInternetusersandexponentiallygrowingInternetuseprovidesanexplosivepotentialforWebadvertising.

Inotherrespects,theWebsharessimilaritieswithexistingadvertising,requiringadstograbtheviewer9sattention.Brand-namerecognitionremainscrucial.Forexample,Amazonisworkinghardtoestablishitsname,throughtraditionalandWebbasedadvertising.ThelessonslearnedinmarketingdepartmentsaboutwhatmakesanimageappealingandattractivestillapplywhendesigningWebimages.However,advertiserscanapplytheselessonsmoreeffectivelyontheWeb,becausetheyknowmuchmoreaboutthosetowhomtheyareadvertisingandcanalteranadcampaigninresponsetoreal-timefeedback.

Webadvertisingmodels

TheWebhasnowevolveditsowncollectionofadvertisingterminology,policies,distribution,andpricingmodels.Themostcommonadistherectangular-shapedbannerad,appearingontheside,top,orbottomofapageasadistinct,clickableimage.Theadimagecanbequitediverse,fromprogressiveJPEGorinterlacedandanimatedGIFimages,tocomplexuser-interactiveJavaScript.Banneradscomeinvariousstandardizedsizestofacilitateinterchangeability.Asite,whichmighthaveseveralslotsforbannerads,canselladspaceeitherdirectlytooneormoresponsors,orindirectlythroughanadvertisingcompanysuchasDouble-Click.Ineithercase,differentadsrotatethroughthesamebanner-adslot.Whenauserloadsacertainpage,anappropriatebanneradisselectedandpresented.

VariousmetricsmeasureWebadvertising.Auniqueimpressionisasingleadservedtoonebrowserinafixedtimewindow.Adsarepricedbythethousandimpressions—measuredincostperthousand（CPM）impressions—typicallywithacertainminimumorder.TheCPMvariesgreatly,dependingonthesiteandsubjectmatter.LargeInternetportalstypicallychargeaCPMbetween$20and$70,dependingonwhethertheadisactivatedbykeywordsusedinasearch.Someambitiousadconpanies9adoptanauctionmodel,wherebytheyselleachimpressiontotheadvertiserthatbidsthehighestprice.

Theclick-throughrateisthepercentageofimpressionsactivatedbyuserclicking.TypicalCTRsrangefrom2%to4%,butcanbehigherfortargetedads.CertainaspectsoftheWeb'

sdesign,suchasuncertaindegreesofcaching,cookiesupport,anduserandIPcorrelation,conplicatethemeasurementofuniqueimpressionsandCTRs.

So,conpaniesareprovidingtoolstohelpmanagecollectionsofadsacrosssitesandanalyzedetailedlogfilestounderstandeachad'

sperformance.

Notalladvertisinginvolvesexchangingmoney.Mostofthefor-payadvertisingnetworksrequiresubstantialminimumtraffic.Forexample,Double-Clickrequiresaminimumofamillionhitspermonth.Forthosesitesthatdon'

tmeettheminimum,thesimplerbanner-exchangenetworksareextremelypopular.Amongthemanybannerexchanges,thelargestisLinkExchange.WhenasitejoinsLinkExchange,itprovidesitsownbannerad,whichwillbeshownonothermembersitesinatwo-for-oneproportion,accordingtohowmuchtrafficthesitegenerates.LinkExchangemakesmoneybysellingadvertisingfortheextraimpressionsoneachofitsmembers5sites.Suchamodelallowssmallersitestoadvertiseinproportiontotheirowntraffic.YbucanalsosubmitaURLtomanysearchenginesandgettipsforincreasingtrafficthroughnumerousdo-it-yourselfservices.

Whatthefutureholds

Webadvertisingisgrowingrapidly,butitstillhasnotrealizedmuchofitspotentialMostadvertisingdollarsarespentonmammothsitessuchasAltaVistaandCNN.Althoughthissupportsthetraditional"

biggerisbetter9'

viewinadvertising,it'

snotclearthatthisviewisvalidontheInternet.Therearemanyhighlyspecializedsitesspanningallsubjectmatters,fromhealthmfbrmationanddigitalcamerastocookingreccesandPalmPilotsoftware.Thesesitesmightnothavetremendoustraffic,buttheyaddressspecificaudiences,formingpotentialtargetsforadvertisers.Unfortunately,becauseexistingfbr-payadnetworksdonotcatertosmallandmediumsites,thesesitescanonlyselltheirpreciousrealestatethroughsponsorshiparrangements,whichconsumestimeandseemsinefficientcomparedtobelongingtoanadnetwork.Bysellingadvertising,theresultingrevenuestreamwouldallowthesitestobeself-sufficient,furtheringtheWeb'

spowertoenableanyonetobecomehisorherownpublisher.Inthefuture,onlineadcompanieswillrealizethatthesesmaller,specializedsitesoffersubstantialvalue,maybeevenmorevaluethanmainstreamsitesoffer.

Onlineadvertisingwillbeabletoprovidemoretargeted,evencustomizedadvertising.However,theonlyinterestingadvertisementsthatIhaveseenaresmalladvertisements,whichmeansthatadvertisershavenotyettakenadvantageofthispotential.Inthefuture,youcancombineadvertisingwithonlinepersonaldata.Thisattributeaccuratelyrecordsandhighlysummarizespersonalinformation,includingrelativelystaticinformationsuchasyourinterestsandhobbies;

anddynamicinformationsuchaswhetheryouhavepurchasedanewcarormicrowaveinthemarket.Thisinformationwillbecryptographicallyprotected,andonlycertifiedcompaniescanaccessitwithoutyourpermission.Ybucanuploadyourpersonalinformationsothatyoureceiverelevantadvertisementsthatarespecifictoyou.Forexample,whenIwenttothemarkettobuyanewlaptop,Iwouldbegratefultothenotebookmakerswhohadprovidedmewiththesalespriceandspecialadvertisements.Theyhelpedmemakeachoice.TheFireflywebsiterecentlypurchasedbyMicrosofthasbegunofferingsuchaservicethroughFirefly1swebsitepassport.

Ofcourse,thesoftwaremustbeabletoguaranteetheprivacyprotectionofthepersonaldatathatweuploadtotheInternet.Becausethereisnowanopportunitytoabusethisinformationdirectly.Forexample,Double-Clickmayhaveprovidedyouwithalargenumberofadvertisementsthroughmanywebsites.Whenyouseetheadvertisement,whichadvertisementappears,whenyousawtheadvertisement,whetheryouclickedontheadvertisementhasbeenrecordedbyDouble-Click'

sinternalrecordsystem.Double-Click'

sprivacypolicystatesthattheinformationcollectedthroughyourownhomepagewillnotbeusedagainstyou.Severalcompanieshavecollectedourinformationbydirectlyandaccuratelymaintainingourprofilewhileweareinformed,whichalsohelpsustomanageandcontrolourprivateinformation.

TheuniquepropertiesoftheWebalreadypresentagoodadvertisingopportunitynotonlyforadvertisersandpublishers,butalsoforouruserswhobrowsetheweb.Theseopportunitiesarecreatingvaluethroughnumerousonlineadvertisingchannels,includingself-serviceandbannerslotswaps.However