a comparison of online advertising

8/11/2019 A Comparison of Online Advertising

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Journal of Interactive Advertising, Volume 3, Number 2, Spring 2003

Crossing Offline and Online Media:A Comparison of Online Advertising on TV Web Sites and Online

Portals

Louisa Ha

epartment of !elecommunications"o#ling $reen State %niversit&

Table of Contents

Abstract Introduction

'esearc( )uestions

"ac*ground

Literature 'evie#

+et(od

'esults

iscussion and onclusion

'eferences

Appendi-.

Abstract

!(is paper presents findings of a stud& comparing t(e advertising on t(e #eb sitessupported b& offline media and on t(e dot/com media t(at onl& (ave online presence/!(e stud& anal&es t(e advertising strategies of leading %/S/ !V net#or*s1 #eb sitesand online portals, #(ic( respectivel& represent #eb sites #it( strong offline mediasupport and #eb sites #it( no offline media counterparts respectivel&/ !V net#or*s1advertising strategies #ere identified based on a spectrum of brand e-tension andbrand integration strategies/ !(e results s(o# t(at even #it( t(e strong offlinesupport of t(e !V net#or*s, !V #eb sites are muc( more moderate in t(eir displa& of

advertising t(an online portals and use primaril& brand integration as t(eirconvergence strateg& in advertising recruitment/ orced e-posure advertising is not
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common in !V #eb sites, #(ic( is contrar& to t(e captive audience c(aracteristic oft(e !V medium/ ortal sites (ave a muc( stronger presence of advertising support/!(eir advertisers are also more diversified t(an t(ose of !V #eb sites/ +an& !V #ebsites are still used as a mar*eting and promotional tool for !V net#or*s rat(er t(anas a stand4alone advertising medium for advertisers/ ortal sites (ave emerged as a

full4fledged advertising medium completel& capable of carr&ing different forms ofonline advertising to deliver advertising messages to target audiences for advertisers/Implications of t(e findings to advertisers, !V net#or*s, and ot(er online media arediscussed/

Introduction

!(e 5orld 5ide 5eb offers a ne# arena of media content for consumers/ Aftercompanies t(at (ave no offline media presence 6t(e dot/coms7 suc( as 8a(oo9 andAlta Vista provided 5eb users #it( t(eir o#n media contents and a #ide variet& ofconsumer services and ac(ieved considerable success, traditional media establis(ed

t(eir presence in t(e online #orld via t(eir o#n #eb sites/ No# almost all ma:ormedia companies, especiall& !V net#or*s, (ave t(eir o#n #eb sites/ urrentl&, bot(!V #eb sites and online portals operate primaril& under a sponsors(ip model; $ivingfree access to t(e audience and rel&ing on advertising and sponsors(ip for funding/According to t(e Interactive Advertising "ureau1s 6IA" 200.a7 and t(e $artner$roup1s 6astore 200.c7 estimates, t(e online advertising e-penditure in t(e %nitedStates totaled billion 6?@ of total advertising e-penditure7 in 200. and #ill reac(


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Gnline portals suc( as 8a(oo9 and Alta Vista are t(e earl& entrants to t(e onlinemedia mar*et, en:o&ing t(e first movers advantage #it( #ide recognition b& Internetusers/ !(eir traffic is t(e (ig(est among all sites/ ortals are #eb sites t(at offer avariet& of resources and services to #eb users suc( as e4mails, c(at forums, searc(engines, and online s(opping malls 65ebopedia 200.7/ !(ere are t(ree t&pes of

portals; consumer portals, vertical portals, and enterprise portals 6!raffic* 200.7/ Int(is stud&, #e focus onl& on consumer portals/ !(e& (ave content and services t(atare free to t(e public/ ortal sites originall& #ere conceived as t(e gate#a& for 5ebsurfing/ No# t(e variet& of t(eir services (as made portal sites also destinations for#eb site users 6astore 200.b7/ onsumer portals suc( as 8a(oo9 and AmericaGnline are five of t(e top si- 5eb properties in Januar& 200. and t(e time spent ont(ose sites are far more t(an ot(er sites #it( an average of ?/B (ours per mont(6astore 200.b7/ Alt(oug( most of t(e portals rel& on advertising as t(eir mainsource of revenue, diversification to e4commerce, service c(arge, and sponsors(ip isa gro#ing trend 6astore 200.c7/

Nevert(eless, t(e traditional media giants are catc(ing up/ %/S/ !V net#or*sresponded to t(e gro#t( of t(e Internet b& becoming members of t(e medium/ !(e&establis(ed t(eir online versions suc( as A"/com, "S/com or G/com/ !(econcept of en(anced !VK t(at aims to use t(e Internet to provide a ric(er and bettervie#ing e-perience for !V vie#ers (as ta*en off since 2000 and became a primar&reason for !V net#or*s to continue to add ne# features on t(eir #eb sites 6Ha 20027/Nielsens Netratings s(o# t(e popularit& of !V #eb sites/ Sevent&4t#o percent ofInternet users visited one of t(e !V entertainment sites in t(e past mont( 6astore200.a7/ 5eb sites of cable !V net#or*s received almost ?? million visitors andbroadcast net#or*s received ../3 million visitors in Jul& 200. 6able Advertising"ureau 200.7/

ortals and !V #eb sites no# dominate t(e online advertising mar*et/ Among t(e top.0 sites in 200. online advertising revenue as reported b& t(e AdNet!rac*%Sdatabase of t(e researc( firm +'i 6astore 20027, eig(t are portal sites 68a(oo,AGL, -cite, L&cos, Netscape, AltaVista, 5ebra#ler, +SN7, and t#o are !V sites6SN and t(e 5eat(er (annel7/ Hence, alt(oug( targeting at specialied audiencesegments (as often been mentioned as t(e main advantage of online advertising6S(erman and eig(ton 200.E Meff and Aronson .>>>7, advertisers are ma-imiingt(eir advertising efficienc& b& placing ads in t(e online media #it( t(e (ig(est trafficflo#/ Seemingl&, advertisers are concerned more about t(e sie of t(e audience t(an

t(e relevance of t(e site content/

$iterature Revie%

In t(e literature revie# section, #e first revie# t(e advantages of offline media1sonline versions as an advertising medium based upon online business models andbrand development t(eories, and t(en #e revie# online portals1 advantages as anadvertising medium based upon t(e first4mover1s advantage and t(e #alled4gardeneffect t(eor&/ inall&, t(e captivit& of advertising media and online advertising formats#ill be discussed/

Online "usiness Models of Offline Media


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In a sense, t(e competition bet#een !V #eb sites versus online portals is similar tot(e competition in retailing and service industries 44 t(e rivalr& bet#een bric*4and4mortar stores #(o (ave #eb sites and t(ose e4tailers #(o (ave onl& online presence6Hensmans, van en "osc(, and Volberda 200.7/ It (as been argued t(at bric*4and4mortar companies (ave an edge over t(e pure online companies in #inning

consumers t(roug( t(e s&nerg& of online and offline presence/ "& aligning goals #it(multiple c(annels, e-plicit coordination and control, and :oint development of t(ecapabilit& of t(e information tec(nolog& of t(e online division and t(e offline division,bric*4and4mortar companies can ac(ieve s&nerg& benefits suc( as cost savings,differentiation t(roug( value4added services, improved trust, and mar*et e-tension6Steinfield 20027/

In discussing online business models of establis(ed companies, Nel et al/ 6.>>>7suggest t(at establis(ed companies tend to e-pand t(eir business online as asupportive service to t(eir e-isting offline business/ "ased on t(is t(eor&, offlinemedia suc( as !V net#or*s establis( #eb sites to support t(eir current !V net#or*s/

!(e #eb sites are not stand4alone profit centers and t(e& are e-pected tosupplement t(e !V programs offered b& t(e !V net#or*s/ Accordingl&, media #ebsites are similar to ot(er bric*4and4mortar companies #eb sites in t(at t(e& use t(esites to support and promote t(e bric*4and4mortar brand, rat(er t(an to create a ne#Internet brand/ 5(en vie#ed from t(is perspective, !V #eb sites #ill not attractadvertisers because t(e sites are not going to (ave original content t(at can supportt(em as a stand4alone medium/ Ho#ever, suc( a vie# (as overloo*ed t(econvergence effect of combining online and offline media for advertising purposes/+edia companies (ave introduced man& cross4platform advertising pac*ages t(atuse bot( online and offline versions of t(e media to ma*e t(e medium more attractiveto advertisers/ or e-ample, N" used its cross4platform advertising pac*age for its5inter Gl&mpics program and ac(ieved considerable success 6"eard 20027/Advertisers can reac( online users at #or* and at (ome in t(eir online advertising ont(e N" #eb site, and t(e promotion of t(e N" #eb site during N" !V net#or*sbroadcast of 5inter Gl&mpics dre# !V vie#ers to t(e site/

"rand &'tension and "rand Integration

!o anal&e offline medias presence on t(e 5eb, t(e aut(or proposes t(at t(ere aret#o main convergence branding strategies used b& t(e !V net#or*s; .7 brande-tension and 27 brand integration/ !(ese strategies represent a spectrum; at one

end of t(e spectrum, t(e #eb site is treated as a separate entit& from a net#or*E att(e ot(er end of t(e spectrum, t(e #eb site is an essential component of t(e !Vnet#or*/ !(e concept of brand e-tension as t(e reason for offline media to developonline presence (as been discussed bot( as a general business strateg&6Ven*atramen 20007 and as a media business strateg& 6Ha and (an4Glmsted200.7/ As a brands e-tension, a !V #eb site is an Internet brand of t(e parent !Vbrand/ or e-ample, A"/com is t(e Internet brand of t(e A" !V net#or*/ 5it( t(eleverage of t(e parent brands eDuit&, t(e A"/com site benefits from being namedunder t(e A" brand/ It is li*el& t(at a vie#er of t(e A" !V net#or* #ill use t(e A"#eb site as a result of (is or (er li*ing of and familiarit& #it( t(e A" brand/ Gt(ernon4A" vie#ers can also use t(e site if t(e& #ant to e-plore t(e A" brand or #(at

t(e site can offer/ So A"/com, in essence, e-tends t(e reac( of t(e A" !Vnet#or*, in a #eb site format, to an& interested 5eb user/ Some contents of


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A"/com, suc( as movie revie#s, ma& attract a #eb user so muc( t(at (e or s(ebecomes a regular user of A"/com, even t(oug( (e or s(e never or seldom#atc(es A"/ $raduall&, t(roug( regular use of A"/com, t(e #eb user becomesinterested in t(e parent brand, t(e A" !V net#or*, and #atc(es more programs ont(e net#or*/ Alread& suc( net#or*s as t(e 5eat(er (annel (ave set up an

independent #ebsite using its name, 5eat(er/com, as its Internet brand and (avereported great success 6lamer 20007/

Anot(er e-planation of t(e benefit of establis(ing an online presence is brandintegration, #(ic( reiterates t(e supportive role of #eb sites to t(e !V brand/ !(esole purpose of establis(ing a #eb site is for (elping t(e !V brand, suc( asincreasing vie#er lo&alt& to t(e !V net#or*/ !(e content of t(e #eb site is all relatedto t(e !V net#or*s program, #it( no original content or ot(er non4!V related content/!(e advertisers of t(e #eb site, for e-ample, #ill onl& be cross4platform advertisers oft(e !V net#or*/ !(ere s(ould be no advertisers t(at onl& advertise on t(e onlineversion 6#eb sites7/ !(e #eb site is used to serve t(e current vie#ers of t(e !V

net#or*, not general #eb surfers #(o ma& :ust loo* for certain media entertainmentor information services/

No matter #(et(er t(e p(enomenon of offline media on t(e 5eb is a result of brande-tension or brand integration, offline media need to integrate t(eir #eb sites eit(eras a sister brand or a promotional tool for t(e net#or*/ In recruiting advertisers,online versions of offline media en:o& several advantages as an advertising mediumt(at online portals do not (ave; .7 familiarit& #it( t(e brand and 27 cross4mediaadvertising support from t(e offline media counterpart/ +an& !V net#or*s are(ouse(old names for t(e American public/ Some leading ma:or net#or*s, suc( asA", N" and "S, (ave more t(an B0 &ears of (istor&/ !(e vie#ers(ip base of !Vin t(e %nited States is about .00 million (ouse(olds and an average American familatc(es 0 (ours of television #ee*l&/ Almost ever& (ouse(old (as a !V set #it(more t(an =B@ (aving multiple !V sets 6"aran 200.7/ No portal site can rival t(es(eer sie and usage volume of t(e !V audience/ !(e %/S/ audiences familiarit& #it(!V brands gives !V an advantage as an advertising medium because suc( familiarit&can foster trust and credibilit& in t(e medium/ As seen on !VK is a common p(raseused in advertising or labels in product pac*ages to increase t(e credibilit& of t(ebrand/ 5(en an advertisement appears on a !V net#or*s #eb site, it is li*el& t(att(e !V mediums credibilit& can be transferred to t(e #eb medium/

Anot(er advantage t(at !V #eb sites en:o& is t(e lo#4cost and (eav& cross4mediapromotion b& t(eir offline television counterparts/ As a sister Internet brand orsupportive site of t(e net#or*, a !V net#or*s #eb site can be displa&ed during a !Vprogram or a station promotional spot #it( almost no cost to t(e net#or* or t(e site/ Arecent stud& b& Ha and (an4Glmsted 6200.7 s(o#ed t(at people visit a !V #eb siteprimaril& because of t(e promotion on television/ Suc( cross4media promotion comesmuc( (arder for portals t(at (ave to pa& for full advertising c(arges to get t(e samecommercial airtime/

Te Walled()arden &ffect and Advantages of Portals as an Advertising Medium

espite t(e seemingl& strong position of !V net#or*s in setting up t(eir #eb sites asdiscussed above, portal sites (ave ot(er advantages as an advertising medium t(at


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!V net#or*s lac*; .7 first mover advantage of portals on t(e 5eb, 27 t(e #alled4garden effect of portals, 37 t(e (ig( audience traffic driven b& searc( engines and e4mail services of portals, and ?7 portals focus on Internet business allo#s t(em to beon top of t(e tec(nolog& and better understand Internet audience be(avior/

ven t(oug( t(eir (istor& is muc( s(orter t(an !V net#or*s, portal sites are t(eearliest ones on t(e 5eb eit(er as a searc( engine 6suc( as Alta Vista7, a bro#serservice 6suc( as Netscape7, or an online service 6suc( as American Gnline7 t(at arefreDuentl& used b& 5eb users/ 5(en t(ese portals launc(ed t(eir service, t(e&started out #it( an advertising4supported model, tr&ing to ma-imie audience sieand deliver advertising for advertisers/ Suc( earl& presence on t(e 5eb gave portalsites a first4mover advantage as t(e& en:o&ed t(e (ig(est top4of4mind recognitionamong Internet users as an Internet brand 6dot/com7/ As S(amdasani, Stanaland,and !ans 6200.7 stud& s(o#s, a #eb sites reputation is ver& important for t(eadvertising effectiveness of lo#4involvement products/ !(e relevance bet#een #ebsite content and product categor& is onl& important for t(e advertising effectiveness of

(ig(4involvement products/

Alt(oug( man& portal sites (ave origins as a searc( engine or a bro#ser, no# t(e&(ave evolved into mega4sites t(at provide a variet& of services, satisf&ing t(einformation, entertainment, and communication needs of t(eir visitors/ or e-ample,all portal sites no# contain ne#s (eadlines, searc( services, and product informationto fulfill t(e information needs of t(e visitors/ Netscape, for e-ample, recentl&redesigned its ne#s c(annel and increased man& content partners to strengt(en t(econtent of t(e portal 6Netscape 200.7/ In terms of entertainment, various onlinegames, music and videos can be do#nloaded from portal sites/ !o communicate #it(friends or people of similar interests to t(e visitor, t(e visitor can use t(e e4mailservice 6free if t(e& are not online services7, free greeting cards service, c(at roomsor instant messaging features/ In addition, portal sites set up designated c(annels#it( regular updates on a specific topic suc( as automobile, s(opping, music,careers, tec(nolog&, and entertainment/ Suc( all4in4one services provided b& t(eportal sites offer one4stop convenience for #eb users t(at !V #eb sites cannot offer6+iller .>>7/ !(is one4stop convenience (as also been described as a #alled4gardenK t(at controls t(e flo# of visitors b& confining t(em to t(e lin*s and servicesprovided b& t(e portals 6Sc(onfeld 20007/ Suc( lo&al visitor base (as immense valueto advertisers as portals can ensure repeated e-posure to t(eir advertisingmessages/

Apart from en:o&ing t(e reputation as Internet brand leaders and t(e creation of a#alled4garden for 5eb users, portals also (ave ver& (ig( traffic flo# t(at ma*e t(ema (ig(l& cost4effective medium for audience deliver& 6Sterne .>>=7/ Searc( servicesand e4mail services are t(e t#o ma:or attractions on portals t(at can dra# regulartraffic in (ig( volumes and provide customied advertisements for advertisers/ ore-ample, according to Jupiters +edia +etri- ratings for Januar& 2002, +icrosoftNet#or* 6+SN7 (as 3/3 million uniDue visitors, and 8a(oo9 (as 33/3 million uniDuevisitors 6Sullivan 20027/ 5(en someone signs up for t(e portal sites e4mail service,(e or s(e is reDuired to provide consumer profile information to t(e portal site/ ortalsites can use suc( information to provide targeted advertising for advertisers t(at are

interested in certain consumer segments/


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!(e fourt( advantage of portals is its focus on Internet presence so t(at t(e& do notneed to #orr& about an& counterpart offline/ 'ies and 'ies 620007 (ail suc(specialiation as an immutable la# of success of branding on t(e Internet/ ortalsites (ave po#erful servers and large teams of tec(nical support staff t(at areunrivalled b& !V #eb sites/ espite suc( tec(nological *no#4(o#, t(e& do not pus(

for flas(& design and (eav& grap(ics/ All of t(em strive to be t(e best in being user4friendl& b& ma*ing t(e site simple and eas& to navigate/ !(e& use t(e state4of4t(e4artcustomiation tools so t(at users can customie #(at t(e& #ant to see on t(e startpage and use trac*ing programs suc( as coo*ies to greet returning visitors6Oleinsc(midt .>>>7/

Captive Audience vs* Active Advertising Audience

Advertising media can be differentiated into t#o main categories b& t(e captivit& ofaudience/ aptive audience media, suc( as television, force advertising e-posure ont(e audience t(roug( embedding advertisements during t(e natural continuous flo#

of !V program content/ Active or self4paced audience media, in contrast, give t(eaudience t(e c(oice of pace in consuming t(e media content/ Audiences can s*ipadvertisements easil& because s*ipping t(e ads #ill not disrupt t(e flo# of t(e mediacontent/ -amples of self4paced media are print media/ Gnline media suc( as t(e5eb are a convergence of captive and self4paced media/ 5eb visitors can self4selectt(e #eb site content to vie#, and s*ip t(e banners or ot(er ad forms easil&/ !(etec(nolog& of t(e 5eb, (o#ever, also can force advertising upon t(e 5eb users b&s(o#ing pop4up #indo#s t(at bloc* t(e vie# of t(e user on t(e computer screen orusing ot(er forms of pus( tec(nolog& 6Sterne .>>=7/ Suc( pop4up #indo#s ma& beactivated t(roug( clic*ing a button or t&ping a *eord, even before t(e user canenter t(e #eb page/

!(ere is one big difference bet#een online advertisements and advertisements intraditional media/ !(e ads online ma& ta*e t(e audience a#a& from t(e mediacontent and ot(er advertisers because t(e& are clic*able and t(e audience canimmediatel& visit t(e advertisers #eb page 6Hofac*er and +urp(& 20007/ !(etraditional media can *eep t(e audience because t(e audience is usuall& not as*edto ta*e action rig(t a#a&/ !V vie#ers can dela& ma*ing a p(one call in response to adirect response !V commercial b& #riting do#n t(e p(one number and continue toconsume t(e content/ "ut 5eb users do not ris* losing t(e content because t(e& cango bac* to t(e site at t(e clic* of a button after visiting t(e advertisers #eb page/

Online Advertising +ormats

!(e Interactive Advertising "ureau establis(es advertising unit standards for t(eonline advertising industr& in t(e %nited States/ According to t(eir latest standards,ad units can basicall& be categoried into .7 banners 6full, (alf, vertical7, 27 buttons,37 micro4bars, ?7 pop4up rectangles, and B7 s*&scrapers 6IA" 200.b7/ Advertisers and#eb site publis(ers are not limited to t(ese c(oices, (o#ever/ !(e& can c(oose avariet& of (&brid advertising4sponsors(ip formats suc( as tabs on a page or an iconsuc( as po#ered b& /K

If online advertising is to be captive, as in television, t(en advertising displa&ed ont(e 5eb must be forced upon visitors e&es, leaving t(em no c(ance to miss t(e ads/


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(o, Lee, and !(arps 6200.7 e-periment tested different levels of forced e-posure tobanner ads/ In t(eir stud&, t(e (ig(est level of forced e-posure is t(e ad s(o#nbefore visitors can enter t(e page t(e& originall& #ant to visit/ !(e second (ig(estlevel of forced e-posure is t(e ad s(o#n before visitors can enter t(e page, but t(e&can move to t(e desired site at an& time t(e& #ant/ !(e t(ird level of forced e-posure

is a pop4up #indo# containing t(e ad/ !(e least forced e-posure is t(e regularbanner ads placed in different parts of t(e screen #it(out bloc*ing t(e editorialcontent/ !(ese researc(ers found t(at ads #it( t(e (ig(est forced e-posure are mosteffective in increasing advertising a#areness and facilitating t(e clic*ing of t(ebanner ads/ ven t(oug( forced e-posure ads ma& be a more effective #a& to gett(e ad message across, #ill online media 6eit(er t(e !V #eb sites or portals7 ris* t(epotential ob:ection of 5eb users b& forcing an ad on t(e visitorsF 5(ere are t(eonline ads located on t(e screenF Interactivit& and vividness (ave been s(o#n to beimportant factors in predicting t(e positive attitudes to#ard #eb sites 6o&le and!(orson 200.E Ha and (an4Glmsted 200.7/ !(is stud& #ill anal&e t(e advertisingformats and location of online ads to s(ed lig(t on t(ese issues/

!ec(nological development on t(e #eb and t(e demand for integration of advertisingto t(e editorial content of t(e site (as led to t(e gro#t( of ne# advertising formats/or e-ample, Smart banners,K #(ic( are activated #(en someone searc(es a*eord related to an advertiser, can locate t(e rig(t consumer at t(e rig(t time 6ou,Linn, and 8ang 200.7/ aid te-t lin* listings in searc( services also target consumers#(o are searc(ing for information on t(e product of t(e advertiser/ Hence, t(is stud&also e-amines t(e presence of ot(er forms of advertising in #eb sites/

Prior Studies on Media Web Sites and Portal Sites

+ost anal&ses of media #eb sites (ave focused on local media and t(e media sitecontents, not t(eir advertising/ or e-ample, Lin and Jeffres 6200.7 stud& comparedt(e #eb sites of local ne#spapers, local !V stations, and local radio stations/ !(e&found t(at eac( medium (as a distinct emp(asis on t(e 5eb/ 'adio sites tend topromote t(e radio station, (ave lin*s to t(e government, and contain tec(nicalfeatures/ !V sites tend to lin* to ot(er electronic media and emp(asie audiencefeedbac*/ Ne#spaper sites tend to lin* to communit& sites and ot(er print media/Studies specificall& on local !V stations #eb sites found t(at t(eir sites are mainl& forcommunit& services and online ne#s 6(an4Glmsted and ar* 2000E Oiernam andLev& .>>>7/ !(e onl& e-ception to t(e local scope of media sites studies is t(e stud&

of en(anced television strateg& models of national !V net#or*s and cable !Vnet#or*s #eb sites b& Ha 620027/ S(e found t(at some sites target #eb visitors ingeneral, some sites target onl& t(eir lo&al vie#ers 6fans7, and some sites target bot(casual vie#ers and lo&al vie#ers/ Gt(er content anal&sis studies of online advertisinginvestigate t(e impact of culture on online advertising practices 6Ju4a* .>>>7 andadvertising recruitment problems suc( as as(upati and 'amans 6.>>>7 stud& onIndian online ne#spapers/

!(is stud& is t(e first national stud& t(at compares %/S/ portal sites and !V net#or*s#eb sites/ In t(e conte-t of media convergence, t(is stud& assesses t(e impact ofoffline media presence in affecting t(eir #eb sites as an advertising medium to

advertisers/ !(e aut(or (opes to illustrate properties of online advertising media6portals vs/ !V sites7 and t(e potential of cross4platform advertising for advertisers


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and advertising researc(ers/ 5it( t(e lac* of studies on t(e online advertisingpractices of ma:or #eb sites t(at receive t(e bul* of t(e online advertising revenue,t(is stud& also provides a general picture of t(e use of online advertising in t(e%nited States/ +ost importantl&, t(is stud& #ill s(o# t(e convergence brandingstrateg& of !V net#or*s b& t(e advertiser portfolio of t(e !V sites/

Metod

!o compare t(e advertising presence and practice of online portals and !V #eb sites,a content anal&sis #as conducted/ "ecause t(e portal industr& and !V industr& are(ig(l& oligopolistic 6arvet(, G#ers and Ale-ander .>>E +iller 20007, onl& leadingnet#or*s and top online portals #ere selected in t(is stud&/ !(ese sites represent0@ of t(e 5eb audience traffic/ Suc( (ig( traffic ma*es t(em attractive toadvertisers for efficient audience deliver&/ Indeed, t(e top ten sites accounted for=B@ of t(e total online advertising revenue 6astore 20027/ In addition, t(e leadingnet#or*s and portals serve as trend4setters #(om ot(er smaller rivals #ill follo# if

t(ese smaller companies see advertising as a main source of income/ onseDuentl&,t(e sample of !V #eb sites consisted of t(e t(ree ma:or broadcast net#or*s and .>leading cable net#or*s/ !(e sample of online portals included t(e top ten portals int(e Gctober 200. traffic measurement according to Net'atings and all ma:or onlineservice providers suc( as NetMero and rodig& 6See Appendi- . for t(e list ofnet#or*s and portals7/ !(e (ome pages of t(e !V #eb sites and t(e online portals#ere anal&ed in t(e mont( of November, t(e pea* s(opping mont( in t(e %nitedStates/ Home page #as selected as t(e sampling unit because it is t(e most visiblepage of t(e site #it( (ig(est traffic/ Also b& anal&ing t(e (ome page onl&, t(eresearc(er could control for t(e large variation of site sies in #eb sites/ It s(ould benoted t(at #eb sites of t(e online service portals t(at #ere anal&ed #ere pagesopen to t(e public, not proprietar& pages to t(eir subscribers/ In general, t(e unit ofanal&sis #as t(e individual ad of eac( selected site/ "ut in t(e specific anal&sis of t(ebranding strateg& and t(e total number of ads in t(e (ome page, t(e unit of anal&sisis t(e (ome page of #eb site/

!(e coding #as performed b& 2? #eb4proficient undergraduate students, #(o #eretrained b& t(e aut(or in a class on t(e IA" online advertising formats, television, and#eb site programming/ !(e& coded t(e ads on t(e (ome page of one portal site andone !V net#or*s #eb site/ Intercoder4reliabilit& #as obtained t(roug( double codinga .0 percent sub4sample of t(e !V and portal sites 6i/e/, .? advertisements7/ !(e

sites #ere coded #it(in t(e same one #ee*4period/ !(e coders printed a (ard cop&of t(e #eb pages to ensure coders #ere coding t(e identical screen during t(edouble coding/ !(e number of ads in t(e (ome page #as counted and t(en sevencategories of items for eac( ad #ere anal&ed; .7 #eb site t&pe, 27 t&pe ofadvertisers, 37 location of t(e ad, ?7 advertising format, B7 presence of ot(er forms ofadvertising 6suc( as paid te-t lin*s and featured sites7, 7 presence of animation, and=7 presence of prie or givea#a& feature/ o(ens 6.>07 *appa, t(e most #idel&used reliabilit& coefficient 6M#ic* .>7, #as emplo&ed in t(is stud& to calculate inter4coder reliabilit&/ !(e item #it( t(e (ig(est *appa #as #eb site t&pe 6*appaP./07/ !(eitem #it( t(e lo#est *appa #as t(e presence of ot(er forms of advertising6*appaP0/BB7/ !(e average *appa across items #as 0/B/

Results


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Advertising ractices

!(e advertising formats s(o#n in t(e portal sites and !V sites in t(is stud& are Duitesimilar to t(e industr&4#ide ad format pattern presented b& Jupiter +edia +etri-,#(ic( calculated t(e popularit& b& online impressions 6astore 20027/ In Jupiter

+edia +etri-s stud&, t(ere #ere more banners t(an small ad formats, suc( as micro4bars and buttons 632/> billion impressions vs/ 23/= billion impressions7/ As s(o#n in!able ., t(ere #ere more banners t(an small ad formats, suc( as buttons and micro4bars, especiall& on !V sites 6?=@ vs/ ?0/=@7/ Large ad formats, suc( as rectanglesand s*&scrapers, #ere t(e least li*el& to be used b& portal sites and !V sites/

Table , +orms of advertising displa-ed in ome pages

!(ere #ere a total of => ads s(o#n on t(e (ome pages of t(e selected !V sites andonline portals during t(e stud& period/ Gn average, portal sites (ad 2/== online adson t(eir (ome pages 6range P 047, but !V sites onl& (ad ./> ads on t(eir (omepages/ Suc( a difference, (o#ever, is onl& statisticall& significant at t(e >0@confidence interval 6tP./32, pP0/0>7/ ortal sites also s(o#ed a muc( (ig(er variet&of ad formats t(an !V sites/ Apart from t(e standard IA" ad units, almost =0@ of t(eportal sites used te-t lin*s to lin* visitors to t(e advertisers, and about .B@ of t(eportal sites featured sites of sponsors on t(eir (ome pages/ Ver& fe# !V sites (ad ad


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formats ot(er t(an t(e IA" units/ Gnl& .?/3@ (ad te-t lin*s to advertisers/ Nonefeatured sites of sponsors/

!(e most common location of online ads 6including banners and ot(er formats7 #astop4centered 62B@7 for !V #eb sites 6!able 27/ or portals, t(e location of t(e ads

#as muc( more diversified/ +ore t(an one4t(ird of t(e ads 63/B@7 #ere not locatedat t(e si- most visible locations of t(e screen 6top4centered, top rig(t (and corner, topleft (and corner, bottom rig(t (and corner, bottom left (and corner and bottomcenter7/ +an& of t(ese ads #ere placed on t(e side margins, not at t(e cornerpositions/

Table . $ocation of te advertisements /ome page onl-0

Captivit- of Online Advertising

"ot( portals and !V sites s(o#ed little interest on t(e part of t(e net#or*s or portalsin ma*ing t(eir audiences captives of t(eir sites online advertising/ As s(o#n in !able3, t(e vast ma:orit& of t(ese sites onl& (ad ads t(at #ere placed at a corner of t(escreen t(at #ould not bloc* t(e vie# of t(e user/ ortals #ere slig(tl& more li*el& toput forced e-posure ads on t(eir visitors t(an !V sites/ 'emar*abl&, t(e +!V net#or*did not (ave an& form of advertisement on its site at t(e time of coding/ )uite a

notable number of !V net#or*s advertisements #ere for t(eir o#n !V programs, notfor advertisers products/ In addition, !V net#or*s #ere muc( more li*el& to use moregimmic*& devices, suc( as animation or s#eepsta*es, to attract visitors attention/ Ass(o#n in !able ?, !V net#or*s sites (ad more animated advertising banners andused more promotional tec(niDues suc( as prie givea#a&s and s#eepsta*es ont(eir #eb sites t(an t(eir portal counterparts 6tP./B, pP0/0=B7/

Table 1 2egree of forced e'posure in advertising /ome page onl-0


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Table 3 Special +eatures 4sed in te Web Advertising /ome page onl-0

Convergence "randing Strateg- of TV sites and Comparison of AdvertisingClientele

As s(o#n in !able B, t(e ma:orit& of t(e advertisers on !V #eb sites #ere traditional!V advertisers suc( as insurance, ban*s, automobiles, computers or tec(nolog&4related products/ In addition, t(ere #as a remar*able presence of self4advertisements b& !V net#or*s/ !o (elp identif& t(e convergence branding strateg&of !V net#or*s, t(e net#or*s sites #ere divided into t(ree categories; .7 pure brande-tension 6sites t(at (ave onl& dot/com, computer tec(nolog& product advertisers7, 27pure brand integration 6sites t(at (ave onl& traditional !V advertisers or self4advertisements or no ad at all7 and 37 (&brid strateg& 6sites #it( a mi- of traditional!V advertisers, dot/coms and computer tec(nolog& advertisers7/ As s(o#n in !able ,more t(an one (alf of !V sites 6B>@7 are using t(e pure brand integration strateg&/

Nevert(eless, t(ere #ere several small dot/com advertisers t(at (ad not appeared ontelevision but (ad ad presence on a fe# !V #eb sites suc( as 5ebmillion 6a gamingsite7, a genealog& site, /com 6a casino site7, Sunblast 6a soft#are site7,broad#a&/com 6online sale of "road#a& tic*ets7 and sp&master 6a soft#are site7/ !(epresence of t(ese online onl& advertisers indicates t(at some !V sites e-plored adifferent clientele from t(eir offline advertising clientele/ Stricter regulations ontelevision advertising ma& partiall& e-plain #(& casino and gaming sites can be foundon !V #eb sites/ Aside from regulations, affordabilit& of online advertising can alsoe-plain t(e presence of smaller advertisers 6suc( as t(e genealog& site7 and onlinesale of "road#a& tic*ets/ Here, #e can see t(at some !V net#or*s are e-(ibiting a(&brid of brand e-tension and integration strateg& b& offering t(eir sites ad spaces to

smaller advertisers and advertisers t(at are pro(ibited from television/ Gnl& t#o !V


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sites in our sample 6SN and Histor&7 c(ose a pure brand e-tension strateg& fromt(e advertising recruitment perspective/

In comparing t(e advertising clientele of !V sites and portal sites, (ome pages of !V#eb sites and portals s(o#ed Duite similar proportions of t(e traditional advertisers/

"ut t(ere is one big difference bet#een !V sites and portal sites/ !(e difference ist(e notable presence of self4advertisements on !V sites, but suc( self4advertisementpresence #as ver& minimal on portal sites/ !(ere can be t#o e-planations for t(isp(enomenon/ Gne possible e-planation is t(at !V net#or*s vie# t(eir sites primaril&as a self4promotion tool t(an an advertising medium for t(eir advertisers/ Anot(erpossible e-planation is t(at t(ose !V net#or*s #ere not able to attract advertisers sot(at t(e& used t(eir o#n ads to fill up t(e space to serve as an e-ample forprospective advertisers/ 5(en e-amining t(e net#or*s t(at use self4ads onl&, t(e&are all t(riving net#or*s t(at s(ould (ave no problem in recruiting advertisers; G,!"S, isne& and +!V/ So t(e former e-planation is more plausible/ !V net#or*sseem to reserve t(eir advertising space of t(e #eb site for self4promotion/

Table 5 Advertiser T-pes /6ome page0

Table 7 Convergence "randing Strategies of TV Sites

2iscussion and Conclusion

+an& advertisers and researc(ers (ave doubted t(e effectiveness of #eb banners as

an advertising format on t(e 5eb/ or e-ample, a(lens 6200.7 e-periment s(o#edt(at #eb banners are more effective for novice 5eb users, but not so effective for


14/20

e-perienced 5eb users/ Indeed, t(is stud& (as s(o#n t(at online advertising (asgro#n from ad banners to a #ide variet& of formats to facilitate visitors acceptance ofcommercial messages/ Alt(oug( a vast ma:orit& of t(e ads #ere still IA" standard adunits, t(ere #ere also man& different #a&s ads #ere presented on a #eb page #it(te-tlin*s to advertisers as a close second c(oice on portal sites/ In addition, bot( !V

#eb sites and portals #ere ver& cautious in placing t(eir ads on t(e sites/ None of t(esites s(o#ed e-cessive advertising presence/ At most, onl& si- small sie ads couldbe found on a portal site/ !(e generall& lo# amount of advertising found in t(is stud&ma& also reflect t(e cutbac* of advertising b& advertisers after t(e September ..traged& in t(e %nited States/ Indeed, t(e IA" reported a one billion dollar drop inonline advertising revenue in 200. from 2000 and t(ere #as a =/B percent drop in t(eonline advertising revenue of t(e fourt( Duarter of 200. from t(e t(ird Duarter of 200.6rice#ater(ouseoopers 20027/ Hence, t(e results of t(e stud& s(ould beconsidered as a lo#er estimate of advertising presence during a pea* s(opping time/A longitudinal stud& can trac* t(e c(anges of on advertising presence in !V sites andportals over time/

Alt(oug( most ads #ere placed in t(e most visible si- locations of a #eb page,almost ?0@ of portal sites ads #ere placed in ot(er less visible locations/ Ver& fe#sites dare to use a captive audience model 6pus(ing t(e ads in front of t(e 5ebvisitors7 as t(e& full& understand t(e mobilit& of t(e 5eb audience/ +an& researc(ersand practitioners in t(e advertising industr& communit& still subscribe to apassiveQcaptive audience mode as t(e onl& effective #a& to capture audiences b&developing all sorts of forced e-posure advertising tec(nolog&/ It is important tounderstand t(at #eb surfing is a deliberate c(oice/ !(e user, not t(e #eb sitepublis(er, determines t(e pace of t(e #eb visit/ !(ere is no suc( t(ing as passivesurfingK on t(e 5eb/ Hence, #eb publis(ers s(ould not count on incidental e-posureor passive vie#ing of t(eir #eb sites/ 'eaders s(ould be cautioned t(at t(e sites ofonline services portals t(at #e anal&ed in t(is stud& are open to t(e public, not t(eproprietar& #eb pages t(at t(eir subscribers #ill see/ !(ose proprietar& #eb pages(ave more forced e-posure suc( as pop4up ads as t(e sites #ont ris* losing t(e5eb visitor t(at needs t(e gate#a& page to conduct ot(er dail& routine suc( asc(ec*ing e4mails or visiting ot(er #eb sites/ 8et forced e-posure is not a #ell4accepted norm of online users/ Indeed, man& ad filtering soft#are programs are no#available in t(e mar*et/ !(e public outrage against pop4up ads also prompted portalssuc( as AGL to recentl& announce dropping t(ird4part& pop4up ads 6avidson 20027/

Alt(oug( bot( online portals and !V sites are protective of t(eir editorial domain and*eep advertising presence to a lo# level, t(ere are significant differences bet#eent(em in t(eir advertising practices/ !V sites e-(ibit t(e use of primaril& brandintegration strateg& as t(e& use t(e sites primaril& to promote t(eir net#or* !V brand/!(e presence of advertising is :ust a supplementar& income to t(ose sites/ Gnlineportals, in contrast, ma-imie t(eir advertising income b& using a variet& of adformats and a multitude of specialied c(annels to foster target advertising andsponsors(ip/ !(e variet& of ad formats s(o#s t(e sop(istication and capabilit& ofonline portals as a full4fledged advertising medium t(at can deliver bot( a general adaudience 6in t(eir (ome page7 and a targeted ad audience 6in specific c(annelpages7/ Suc( progression from general to specific can be a (ig(l& effective

segmentation strateg& because ads can be for general use, suc( as building brandimageE or for specific use, suc( as inducing trial or response/ !(e user4friendliness of


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t(e portals enables t(em to capture t(e largest audience as no do#nload is reDuiredto see an& features and t(e grap(ics are *ept to a minimum t(at allo#s fast displa& oft(e screen/ !V sites are muc( more tec(nolog&4dependent; Several sites reDuireddo#nload of S(oc*#ave, 'eal la&er, or ot(er soft#are in order to access certainfeatures of t(e sites/ Suc( (ig(4tec( design of !V sites can be a deterrent to 5eb

visitors #(o (ave lo# connection speed or are impatient to #ait for soft#aredo#nload/

Implications to Advertisers

Gne ma& #onder (o# t(is stud& ma& offer insig(ts on t(e effectiveness of onlinemedia as an advertising medium for advertisers/ !(e strong presence of traditionallarge advertisers on t(e leading sites in t(is stud& (as s(o#n t(at t(ese advertisersrealie t(e benefits of cross platform advertising, eit(er on bot( !V and its !V sites,or on !V and a portal site/ ompared to t(e advertising clutter level of ot(ertraditional media suc( as magaines and television, t(e top sites t(at #e anal&ed

seem to be at a lo# clutter level t(at #ill not turn a#a& visitors/ +ost of t(e ads #erenot forced e-posure/ Visitors can c(oose to vie# t(e ads at t(eir o#n pace, or clic*t(roug( t(em if t(e& are immediatel& aroused b& t(e ads and #ant to learn more oract upon t(em/ %sing t(e !V advertising terminolog&, online ads are bot( a directresponse infomercial and an image ad for t(e audience, depending upon #(et(er t(eaudience (as an immediate need to purc(ase t(e product/ Alt(oug( most online ads(ave lo# clic*4t(roug( rates 6S(erman and eig(ton 200.7, t(eir presence on t(esites (elps t(em establis( an association bet#een t(e product and t(e site content/or e-ample, ompaDs use of t(e button po#ered b& ompaDK on various sitesanal&ed in t(is stud& can establis( its mar*et leaders(ip image on t(e sites, even ifnone of t(e visitors clic* on t(at button/ !o computer s(oppers, if t(e& sa# t(e button,t(e& #ould be ver& li*el& to clic* on it to e-plore if ompaD ma& offer t(e productst(e& #ant/

Implications to TV 8et%or#s

!V net#or*s need to sell to advertisers t(at a !V #eb sites advertising environmentis better or more relevant to advertisers t(an portal sites if advertising is to be a ma:orsource of income for t(e !V sites/ At present, online portals certainl& are en:o&ing anedge over !V #eb sites in attracting advertisers/ 5(at #ill t(e future (oldF It dependson (o# !V #eb sites #ill transform itself/ If !V sites are to continue t(eir brand

integration strateg&, ma*ing t(e site more a proprietar& mar*eting tool for its net#or*brand t(an an open advertising medium for advertisers, portal sites #ill continue tolead in attracting advertisers/ "ut if !V net#or*s #ill s(ift from a brand integrationstrateg& to a brand e-tension strateg& in recruiting advertisers for t(eir sites, t(e& canbe ver& potent competitors to portal sites/ !(e net#or*s can create a strong cross4platform appeal to advertisers #(o #ant to capitalie on bot( t(e captivit& of t(e !Vmedium and t(e interactivit& of t(e 5eb medium to capture consumers/ !(e& canalso attract non4!V advertisers b& creating content specificall& for t(e onlineaudience or strengt(ening t(e content of t(eir sites so t(at t(e& can be a sustainableadvertising medium b& t(emselves/

Implications to Oter Online Media


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inall&, t(is stud& also (as significant implications to ot(er smaller media contentsites or portals4to4be/ !(e current domination of t(e top sites in advertising revenuealread& s(o#s t(at advertisers (ave muc( more fait( in sites #it( (ig( traffic flo#/!(e relevance of t(e site content to t(e advertised product is muc( (arder tomeasure t(an t(e audience traffic among #eb sites/ In fact, sometimes advertisers

ma& #ant to advertise to novice users of t(e products rat(er t(an sop(isticated ore-perienced users/ Novice users ma& be more susceptible to advertising influencet(an e-perienced users #(ose usage e-perience is a better determinant of t(eirpurc(ase preference/ Hence, a site #it( too specialied content ma& not be asattractive as a more general information site #it( some degree of specialiedcontents suc( as portals/ Smaller nic(e content sites must demonstrate t(at t(e&cover a large percentage of a specific segment #it( detailed visitor information inorder to catc( advertisers attention/ ost4efficienc& is necessar& to attractadvertisers/ At least one t(ing seems certain if #(at t(e mar*et leaders are doing iscorrect; !(e golden rules of online advertising are to *eep t(e amount to a levelacceptable to t(e audience and put in a format t(at mes(es #ell #it( t(e editorial

content/

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Nel, eon, 'a&mond van Nie*er*, Jean4aul "ert(on, and !on& avies 6.>>>7,$oing 5it( t(e lo#; 5eb Sites and ustomer Involvement,K Internet 'esearc(;

lectronic Net#or*ing Applications and olic&, > 6207, .0>4../

Netscape 6200.7, Netscape/com Launc(es 'edesigned Ne#s (annel,KR(ttp;QQ(ome/netscape/comQne#srefQprQne#srelease00.0./(tmlT 6accessed..Q2>Q0.7/

as(upati, Oarti* and us(*ala 'aman 6.>>>7, C5eb "anner Ads on India1s GnlineNe#spapers; 5(o1s !al*ing to 5(omFC aper presented at t(e .>>> AmericanAcadem& of Advertising Annual onference, AlbeDuDue, Ne# +e-ico/

astore +ic(ael 6200.a7, 5eb traffic in Jul&; !(ats entertainment,K &beratlas,

R(ttp;QQ###/c&beratlas/internet/comQbigpictureQprintQ0,,B>3.320.,00/(tmlT/

6200.b7, ortal Viabilit& 'est on orsa*ing "anner strateg&,K &beratlas,R(ttp;QQc&beratlas/internet/comQmar*etsQadvertisignQprintQ0,,B>?.=0.23.,00/(tmlT6accessed ..Q2Q0.7/

6200.c7, It1s iversif& or ie for Gnline +edia irms,K &beratlas,R(ttp;QQc&beratlas/internet/comQmar*etsQadvertisingQarticleQ0,,B>?.>?30?.,00/(tmlT6accessed .Q2?Q027/

620027, Ad Spending o#n, %se of Larger Ads Increases,K &beratlas,R(ttp;QQc&beratlas/internet/comQmar*etsQadvertisingQprintQ0,,B>?.>==.,00/(tmlT6accessed 3Q.3Q027/

rice#ater(ouseoopers LL 620027, IA" Internet Advertising 'evenue 'eport/R(ttp;QQ###/iab/netQresourcesQadrevenueQpdfQIA"5200.)?/pdfT 6accessed.Q23Q037/

'ies, Al and Laura 'ies 620007, !(e .. Immutable La#s of Internet "randing, Harperollins, Ne# 8or*/

Sc(onfeld, ric* 62000, September7, ont Just Sit !(ere, o Somet(ing,K "usiness2/0, R(ttp;QQ###/business2/comQarticlesQmagQprintQ0@2.?3@203@200/(tmlT6accessed 3Q.2Q027/

S(amdasani, rem N/, Andrea J/ S/ Stanaland, and Juliana !an 6200.7, Location,Location, Location; Insig(ts for Advertising lacement on t(e 5eb,K Journal ofAdvertising 'esearc(, Jul&QAugust, =42./

S(erman, Lee and Jo(n eig(ton 6200.7, "anner Advertising; +easuringffectiveness and Gptimiing lacement,K Journal of Interactive +ar*eting, .B 627,04?/
http://home.netscape.com/newsref/pr/newsrelease080101.htmlhttp://www.cyberatlas.internet.com/big_picture/print/0,,5931_863201,00.htmlhttp://cyberatlas.internet.com/markets/advertisign/print/0,,5941_701231,00.htmlhttp://cyberatlas.internet.com/markets/advertising/article/0,,5941_943041,00.htmlhttp://cyberatlas.internet.com/markets/advertising/print/0,,5941_987871,00.htmlhttp://www.iab.net/resources/adrevenue/pdf/IAB_PWC_2001Q4.pdfhttp://www.business2.com/articles/mag/print/0%2C1643%2C8603%2C00.htmlhttp://home.netscape.com/newsref/pr/newsrelease080101.htmlhttp://www.cyberatlas.internet.com/big_picture/print/0,,5931_863201,00.htmlhttp://cyberatlas.internet.com/markets/advertisign/print/0,,5941_701231,00.htmlhttp://cyberatlas.internet.com/markets/advertising/article/0,,5941_943041,00.htmlhttp://cyberatlas.internet.com/markets/advertising/print/0,,5941_987871,00.htmlhttp://www.iab.net/resources/adrevenue/pdf/IAB_PWC_2001Q4.pdfhttp://www.business2.com/articles/mag/print/0%2C1643%2C8603%2C00.html


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Steinfield, (arles 620027, %nderstanding lic* and +ortar 4ommerceApproac(es; A onceptual rame#or* and 'esearc( Agenda,K Journal of InteractiveAdvertising, 2 627 R(ttp;QQ:iad/orgQvol.Qno2QsteinfieldQinde-/(tmlT/

Sterne, Jim 6.>>=7, 5(at +a*es eople lic* Advertising on t(e 5eb, Indianopolis,

IN; )ue orporation/

Sullivan, an 620027, Jupiter +edia +etri- Searc( ngine 'atings,R(ttp;QQsearc(engine#atc(/comQreportsQmediametri-/(tmlT 6accessed 3Q.2Q027/

!raffic* 6200.7, ortals, R(ttp;QQ###/traffic*/comQdirector&QportalsQdefault/aspT6access .Q=Q027/

Ven*atraman, N/ 620007, ive Steps to a ot4om Strateg&; Ho# !o ind 8ourooting on t(e 5eb,K Sloan +anagement 'evie#, ?. 637, .B42/

5ebopedia 6200.7, 5eb ortal,KR(ttp;QQ###/#ebopedia/comQ!'+Q5Q5ebportal/(tmlT 6accessed ..Q>Q0.7/

Meff, 'obbin and "rad Aronson 6.>>>7, Advertising on t(e Internet, Second dition,Ne# 8or*; Jo(n 5ile& and Sons/

M#ic*, 'ebecca 6.>7, Anot(er Loo* at Interrater Agreement,K s&c(ological"ulletin, .03; 3=?43=/

Appendi' ,

$IST O+ 8&TWOR9S A82 PORTA$S I8 T6& A8A$SIS
http://jiad.org/vol1/no2/steinfield/index.htmlhttp://searchenginewatch.com/reports/mediametrix.htmlhttp://www.traffick.com/directory/portals/default.asphttp://www.webopedia.com/TERM/W/Web_portal.htmlhttp://jiad.org/vol1/no2/steinfield/index.htmlhttp://searchenginewatch.com/reports/mediametrix.htmlhttp://www.traffick.com/directory/portals/default.asphttp://www.webopedia.com/TERM/W/Web_portal.html


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About te Autors

$ouisa 6a is associate professor in !elecommunications at "o#ling $reen State%niversit&, G(io/ Her researc( interests are media convergence and mediamanagement, online advertising and interactive media, and international advertising/S(e received (er (/ in +ass +edia from +ic(igan State %niversit& and (aspublis(ed over 33 refereed :ournal articles/ Her international advertising researc(center #eb site, at (ttp;QQ###/bgsu/eduQdepartmentsQtcomQfacult&Q(aQintlad./(tml,establis(ed in .>>, documents international Internet advertising researc( since2000/ S(e can be contacted at louisa(Ybgnet/bgsu/edu/

/

%'L; :iad/orgQvol3Qno2Q(aop&rig(t Z 2003 Journal of Interactive Advertising
http://www.bgsu.edu/departments/tcom/faculty/ha/intlad1.htmlmailto:[email protected]://www.bgsu.edu/departments/tcom/faculty/ha/intlad1.htmlmailto:[email protected]

a comparison of online advertising

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