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The changing face of Internet advertising

by Richard Wray and Katie Allen
A Searchadvenisingallows companies
to compete for position on search
engines, so when a user looks for
cheap TV sets, a holiday, an iPod
5 or a car, their brand comes out on top.
In search advertising, adveftisers only
pay for the advertising when someone
clicks on the searchresult. That Drocess
is measurable and trackabie. Nick
ro Hynes, Chief Executive of the search
marketing agency the Search Works,
'You
said, can tell exactly which key
words, like "cheaper car insurance",
you should be listing on and you can
rs see how many customers who click
on the result become customers. You
don't waste any money.'
B Advertising is not only about
persuading a person to prefer a
zo particular item. A lot of advertising is
about creating and sustaining brands.
C In the early days of the web,
advertisers tried to build brand
awarenessthrough banner ads on other
zs website. But these often fiustrated
web users because they had to wait
while their slow Internet connection
uploaded an advert. The growth in
broadband Internet connections,
:o however, means online advertising of
brands can be much less intrusive and
can becomemore innovative.
D Social-networking sites such as
MySpace, Bebo and Facebook have
:s brought together huge online
communities. This is clearly an
opportunity for advertisers. However,
the nature of those communities
can make it hard to promote brands,
qo because people consider their online
space as their own domain. Innovative
brand campaigns have been created
allowing people to incorporate brands
within their own profile pages. But
+s it is likely that these campaigns will
always be aimed at niche audiences,
although large niches.
E As broadband connections become
the norm, advertisers r,vill have more
s0 ways of reaching customers. Faster
connections mean that advertisers can
now include videos in their advertising.
F One new method of advertising is
the viral video campaign. With this
method, Internet users share content
containing a branded message. in
this case a video. An example is
Dove's Evolution ad, which created
a huge viral marketing buzz atound a
dJ video showing a model being made up,
photographed and then digitally altered.
G Advertisers have also found ways
to take advantageof the rise in user-
generated content. Lucozade recently
rolled out a campaign to get customers
onto their GetYourEdgeBack.com site.
Customers were invited to upload
home-made videos about instances
when they experienced a 'low energy'
moment. The winner was offered
a pize of f10000 and the chance to
star in one ofLucozade Energy's ads.
H Product placement in online videos
has been around for a while and is a
good way ofraising brand awareness.
Advertising group MediaCom has
created a video series about cats for
petfood specialist Masterfoods and
postedit on MSN. The videos focus on
cat health, but, of course, also
mention why viewers should buy their
products.'lt's all about generating
brand awareness. Things TV has
traditionally been good for we can
now do online as well,' says Stefan
Bardega, a MediaCom director.

fiom the Guardian

Understanding
details
1 Readthe articleagainand saywhetherthesestatementsaretrue (T)or false(F).Correctthe falseones.
i A b i g a d v a n t a goef s e a r c ha d v e r t i s i nigs t h a t a d v e r t i s e rosn l yp a yw h e na u s e rc l i c k so n t h e l i n kt o
t h e i rw e b s i t e .
2 S e a r c ha d v e r t i s i nm g a k e si t e a s yt o m e a s u r e
t h e n u m b e ro f u s e r st h a t c l i c kt h r o u g ht o t h e
a d v e r t i s e r s' si t e ,b u t n o t t h e n u m b e r w h og o o n t o m a k ea p u r c h a s e .
3 I n t h e p a s t ,u s e r sf o u n dw e b a d sf r u s t r a t i n b
ge c a u s e
t h e yt o o k s o l o n gt o a p p e a ro n t h e i rs c r e e n s .
y e b s i t e sh a v ea l o t o f p o t e n t i aflo r p r o m o t i n gb r a n d st o a
4 T h ew r i t e r st h i n kt h a t o n l i n ec o m m u n i t w
w i d ea u d i e n c e .

2 What campaignsare mentionedas successfuIexamplesof:

L a v i r a lv i d e o ?
2 c o n t e n ct r e a t e db y u s e r st h e m s e l v e s ?
3 a producp
t l a c e m e not n l i n ev i d e o ?

4?
 U N I T1 0 " INTERNETADVERTISING

illllil tr Definitions
Matchtheseword from the article(1-8) with their meanings(a-h).
1 sustaining a ) c a u s i n gt o h a p p e n
2 bannerads b) sentfilesfrom one computeronto the Internet
3 uploaded c ) m a i n t a i n i nfgo r a p e r i o do f t i m e
4 intrusive d) a feetingof excitementand energy
5 n i c h ea u d i e n c e s e ) u n w a n t e da n d a n n o y i n g
6 buzz f) extended anadvertisingcampaignaftera successfuI
test
7 rolledout g) targetgroupswitha specific
andlimitedinterest
8 generating h) smaltadvertisements onwebpages, oftenfoundat thetop
of a pageandlinkto theadvertiser's
site

tr partnerships
Word
partnerships
Matchthesewordsto makenoun-noun fromthearticle.
1 search a) awareness
2 web b) pages
3 brand c) connections
4 profite d) resutt
5 Internet/broadband e) users

2 Findat leastoneothernoun-nounwordpartnershipthat startwithseorch.

wordpartnerships
3 Findat leastthreeadjective-noun that startwithonline.
wordpartnership
4 Findat leastoneadiective-noun-noun that startswith viral.

tr Vocabutarydevelopment
whichverbdoesnot gowiththenounphrasein bold.
Decide
1 promote / devetop/ sustain/ keepup a brand
2 do I generate/ build/ create brandawareness
3 post / upload/ divide/ share an onlinevideo
4 save/ prevent / make/ waste money
5 expand / launch / announce / rollout anonlinevideo
6 clickon / catch/ select/ track a searchresult
7 engage/ attractI reach/ arrive customers

42
 UN|T10" INTERNITADVERTISING

Sentencecompletion
Usewordsandphrases
fromExercises theseparagraphs.
A-Cto complete
1 T h e g r o w t h of af s t e r b . . . . .c. . . . . . . . . u h a s m aod.e. . . . . . . v . . . . . . . . b a d v e r t i s i n g t a k e o f f . P r o d u c i n g v i d e o
c o s t sa l o t m o r et h a nt r a d i t i o n ab t. . . . . . .a. . . . . . . . . ' ,b u t i t p r o d u c ehsi g h e r e s p o n srea t e ss, o w i t lb e
o
m o r es u c c e s s f ui nl r a i s i n ga n d t . . . . . . . . b r a n da w a r e n e s s .
u
e n g i n e lsi k eY a h o ow i l lg u a r a n t eaed v e r t i s e ar sp l a c ei n t h es e a r c h
2 fn p a i d - frot . . . . . . .a. . . . . . . . . , s e a r c h
b
r........ . The p o s i t i o n
d e p e n d so n t h e a m o u n to f m o n e ya d v e r t i s e rasr ew i l l i n gt o p a ye a c ht i m ea u s e r
c . . . . . . . .o' n t h e i rl i s t i n g .
u b
3 Y o uc a nc r e a t ea r e a tb . . . . . ... a r o u n da n e wp r o d u c tw, i t ha n e x c i t i nw g e l l - c o n s t r u c tve. .d. . . . .v . . . .. . . .
'
c a m p a i g nc ,a r e f u l lt ya r g e t e a . A n dy o uw o n ' tw . . . . . . . " m o n e ya, s
d t a n . . . . . . .a . . .. . . . . o f w e bu . . . . . . . . 0
it's relativelycheapto produce!
4 F a c e b o oi sk a n o . . . . . . .c . . . . . . . . 'f o r p e o p l ew i t hc o m m o ni n t e r e s t sM. e m b e rcsr e a t et h e i ro w n
b ,.,
p . . . . . . .p. . . . . . . . .w
" i t hb i o g r a p h i cdaal t a ,t i k e sa n dd i s t i k eas n da n yo t h e ri n f o r m a t i ot n
h e yc h o o s e
to
u . . . . . . . .o' n t ot h e i r p a g e .
5 W e p l a n t or . . . , , . . . o , , . . . a. .n. u
o . . . . . . . . a . . . . .c. .a. m
0 p a i gtno p . . . . . . . . ' o u r r a n g h
eeoa
f tthfoods.Usingan
o n l i n ec h a n n e t w iht te t pu s r . . . . . . . .noe wc u s t o m e rasn dg e t t h e mo n t oo u r w e b s i t e .

tr Prepositions
Comptetethesesentencesusingthe correctprepositions.

t r T h eg r o w t h . . . . . . .b. r o a d b a n h
d a sa l l o w e da m o r ec r e a t i v e
u s eo f v i d e oi n a d v e r t i s e r s '
o n l i n ec a m p a i g n s .
2 M a n yo f t h e m o s ts u c c e s s fI uv i r a lv i d e oc a mp a i g n sa r ea i m e d. . . . . . . . y o un g e ra u di e n c e s .
3 M a n y c o m p a n i e s s e e s on c ieat lw o r k i n g c o m m u n i t i e s a s a h u g e o p p o r t u n i t y . . . . . . . . m a r k e t i n g t h e i r
n r o d u c t s . . . . .a. n. .i c h ea u d i e n c e .
4 A d v e r t i s e rasr ef i n d i n gn e ww a y st o t a k ea d v a n t a g.e. . . . . . .t h e g r o w i n gp o p u l a r i t o
yf user-
g e n e r a t e cdo n t e n t .

1 Writea short reporton behatfof an advertisingagency,justifyinga shiftto Internetadvertisingfor a

h o t i d a yc l u bt h a t t a r g e t sy o u n gp r o f e s s i o n a l s .
n e wa d v e n t u r e
groups,
Insma[[ discuss
whatdevelopments youexpect
to seeoverthenextfiveyearsinthefotlowing
areas.
. TVadvertising
. Internet
advertising
Thenpresent
yourtopfivepredictions.
Devetopanadvertising
brieffora viralvideo
campaignforoneof yourfavourite
brands.
lr Researcha viraIcampaign
thathasbeensuccessfu[.
Present andyouranalysis
thecampaign of what
makesit effective.