Définitions des principales approches publicitaires sur le WEB

Ad banner:

advertiser pays an online company for space to display a static or hyperlinked

banner or logo on one or more of the online company's pages.

Classifieds:

fees advertisers pay online companies to list specific products or services

(e.g., online job boards, real estate listings, directories auctions).

Content sponsorship:

advertiser sponsorships of targeted content areas (e.g., entire Web site,

site area or an event).

E-Mail:

banner ads, links or advertiser sponsorships that appear in e-mail

newsletters and/or e-mail marketing campaigns. Includes all types of

electronic mail (e.g., basic text/ascii or HTML-enabled).

Interstitial:

full-page text and image server-push advertisements which appear in the

transition between two pages of content. Other forms of interstitials

include a variation of the following terms:

•splash screens: a preliminary page that precedes the regular home page

of a Web site that usually promotes a particular site feature or provides

advertising. A splash page is timed to move onto the home page after a

short period of time;

•pop-up windows: an advertisement that appears in a separate window

which automatically loads over an existing content window, without an

associated banner;

•daughter windows: an advertisement that runs in a separate window

associated with a concurrently displayed banner. The content and banner

are typically displayed first, followed by the daughter window;

•superstitials: ads that are distinct from interstitials because of the much

higher ad quality, and that they play instantly (ads are fully downloaded

before they are displayed).

Rich media:

advertisements that integrate some component of streaming video and/or

audio and interactivity. Rich media ads typically allow users to view and

interact with products or services (e.g., a multimedia product description, a

"virtual test-drive" etc).

Source: PricewaterhouseCoopers (PwC), December 2002