Original location of page was  http://builder.cnet.com/webbuilding/pages/Business/WebAdSpot/ 
Spotlight on Web advertising

Advertise on your Web site
If you're looking to fund your site by hosting banner ads, there are dozens of companies that will match you with prospective advertisers. Each company has its own eligibility requirements, earnings and fees, and contract terms may vary significantly.

Double Click
If you have a high traffic site, that is at least one million impressions per month, you can join other high profile sites which are part of the DoubleClick network.

24/7 Media
This company's commission structure is based on your site's monthly traffic, with the scale ranging from 1 million impressions (50% host commission) to 15 million (70% commission).

Burst Media
To participate, your site must have at least 5000 page views per month. This service offers you the flexibility of choosing between targeted and general ads, and their commission is based upon the length of your contract.

Web Advertising Resources
These sites will keep you up to speed with the latest developments in Web advertising.

Ad resource
News from the world of Internet and Web advertising, updated daily.

ChannelSeven
This networking resource for marketers and advertisers boasts resource centers on rich media ads as well as numerous case studies.

ClickZ
The ultimate guide to online Marketing, advertising, and e-commerce also features a weekly banner ad review.

CyberAtlas
The Web marketer's guide to online stats, including demographics, geographics, hardware and traffic patterns.

Four Corners Effective Banners
Dedicated to the exploration of banner ads in all shapes and forms, Four Corners features articles on banner design, reciprocal linking, and a CTR banner comparison.

Internet Advertising Bureau
This association seeks to maximize the effectiveness of online advertising through research and international conferences. Membership is open to advertising professionals, but non-members have access to an array of online resources.

Internet Advertising Resource Guide
Extensive list of resources, covering such topics as ethical and legal considerations as well as general advertising news.

The future of Web advertising

Email as marketing tool 
Recent studies show that email has become an effective marketing tool when used in conjunction with banner ads and other techniques. But always ask your visitors if they want to receive mail, rather than flooding emailboxes with a barrage of spam. You want to establish a relationship with your customers, not drive them away.
E-mail Called Fastest Growing Direct Marketing Tool
This very brief article outlines the recent growth of opt-in email advertising. In InternetNews.com.
Don't be a sneak
For the sake of your prospective customers, this article correctly recommends full disclosure when using opt-in email for advertising and marketing purposes. In Eric Ward's NetPost.
A look at email marketing
A brisk, opinionated and helpful look at the effectiveness of email compared to other forms of direct marketing. Also gives a quick breakdown of some popular Email management tools. In Click Network.
I do not like green eggs and spam: email marketing options
Analysis of why spam is not only rude but also an example of marketing gone terribly awry. This article points out that spamming fails to take advantage of one of the primary assets of Web advertising, the ability to target a specific audience. In Click Network.

Rich-media advertising
Rich-media advertising allows you to incorporate streaming video, audio and other enhancements to spice up run of the mill banner ads. Such ads allow the visitor to interact with them without leaving the site. Production costs are, of course, significantly higher, but some anecdotal evidence suggests that rich media ads can significantly out-perform more "traditional" banner ads.
Anatomy of an interactive campaign
A case study of Hewlett Packard's interactive advertising campaign highlights the high returns possible with rich-media ads, but cautions that there are still technical problems to overcome. In Adweek Online.
Long, good buys… without long good-byes
With more case studies involving successful implementation of rich-media advertising, this article discusses why both vendors and content providers think rich-media ads could save Web advertising. In Click Network.
Striking it rich
This article predicts that rich-media will comprise 20% of banner ads in 1999. In Upside Today.

Whether you are trying to sell a product, promote your site and increase traffic, or establish a Web presence, Web advertising is a powerful way to get noticed. This topic center outlines four basic steps to successful advertising on the Web while pointing out some common pitfalls of Web advertising.

  CNET says
Want to advertise on the Web? Here's what you need to do:
1. Outline your marketing strategy and define your target audience.
2. Design your banner ad.
3. Exchange ads and links with other sites in a unique Web-based bartering system.
4. Track your visitors and measure the success of your Web advertising campaign.

Step 1: Articulate your Web advertising strategy
Like any venture, much of the success of your Web advertising campaign will depend on the amount and quality of time you invest in up-front strategic planning. Whether your goal is to promote a product, create a Web presence, or drive traffic to your site, it's important to have a clear idea of your target audience and what you want them to do after seeing your ad.

Web advertising secrets
Although this feature was written at the end of 1997, its discussion of the fundamentals of Web advertising is still relevant. Explore the advantages of marketing online as well as strategies for generating awareness and driving traffic. In Builder.com.

Web advertising terminology
If you're new to the Web advertising game, it might be wise to take a moment to familiarize yourself with some common terminology. Learn the difference between impressions and hits, and the difficulties involved in accurately measuring ad response. This site also has some good links to other resources. In AdResource.

See your ad here!
One of the best introductory pieces on the subject, this feature will help you to articulate your objectives and target your audience. It also offers some insight into how much you might expect to shell out for Web advertising real estate. In WebMonkey.

World Weary Web
To combat plunging click-through rates, this sobering feature offers sound advice on combining Web advertising with online purchasing. It also offers a strongly opinionated and insightful analysis of what's right and wrong with Web advertising and revenue models. In Forbes Magazine.

Advertising's Brave New World
This article is a bit outdated and not particularly well-written, but offers some interesting commentary on the differences between advertising on the Web and in more traditional media. In ChannelSeven.com.

E-branding is more important than eCommerce. Here's why
With everyone jumping on the eCommerce bandwagon, it's easy to overlook the paramount importance of branding. The real challenge in a crowded e-market is to build up brand awareness so that when users go in search of a product or service, your site is the one that leaps immediately to mind. In ZDNet Anchordesk.

Step 2: Create your banner ad
Banner ads are by far the most popular form of advertising on the Web. Banner ads can create brand awareness, induce users to visit your site, or be the key to triggering a purchase. Learn what goes into a great banner ad and where you can go to create a banner ad of your own in a few seconds, for free.

10 tips for designing effective banner ads
This informative if brief article highlights all the important elements of banner ad design, including color, typography, and optimization. Design, color and animation combine with the right message and technology to create winning banners. In Webreview.

Two proven ways to waste money on banners
Don't get so caught up in fancy animation and rich media that you neglect to get your message across. This article also cautions against targeting only high traffic sites while ignoring potential customers who frequent smaller, niche sites. In ClickZ Network.

Banner ad placement study
This study debunks common myths about ad placement. Think a banner draws best at the top left of the page? Think again. You'll be surprised by some of the results. In Webreference.com.

Learn to make your own advertising banner from scratch
This lively and readable series of seven brief tutorials teaches you how to create a banner ad using Paint Shop Pro, then what to do with it when your done. In HTML Goodies.

Headline Studio
If you're planning on designing a handful of professional-quality banner ads, consider Headline Studio, a design application which allows you to customize your Web palettes and determine GIF animation size and frame rate after you've designed your banner. In MetaCreations.
•Purchase Headline Studio for Mac and PC, in MetaCreations.

  CNET says
Here are three sites that let you create your own banners free, using a highly interactive technique which makes the process quite painless. It would be great if all three of them would combine forces and make the killer web banner-creation site. As it is, each has an advantage or two and all are missing something that is probably pretty important. By using all of them and judiciously copying and pasting the output from each, you can probably come up with something pretty cool, but it won't be as easy as it could be.

Instant Online Banner Creator
This site does exactly what it sounds like: it provides the pieces for you to glue together to create a banner ad, then generates the HTML for you to copy and paste to your page. There's only one font, but you can enter two lines of text and customize the banner size. Simple but cool.

The Banner Generator
This site goes the crecon site one better by generating the banner for you to download. It does not, however, include any graphics or backgrounds. But it does offer a variety of fonts and a few standard background colors. If all you need is a simple, straight-forward banner ad, this will do the trick.

The Animated Banner Maker
Choose an effect, see a demonstration of it in action, then just type in some text to make a simple animated banner. Burst, slither and zoom are a few of the effects from which you can choose. No graphics, no color selections, but cool effects.

Step 3: Get linked
Reciprocal linking refers to an in-kind exchange of banner ads or links between sites with a similar focus. Reciprocal links or banner exchanges can be an effective way to increase traffic and build a Web presence without paying for prime Web placement.

Banner and link exchange services
This brief article explains how link exchanges work and what kind of success you might expect. In The Selling Source.

Link Exchange
The original and often duplicated Link Exchange, a nominee in the 1998 CNET Builder.com Web Innovator Awards, continues to flourish by providing small sites with the opportunity to trade banner ads, target their audience, and get feedback on traffic and click-throughs. 

SmartClicks
This link exchange service offers software which tracks the performance of your ad and adjusts the placement for optimal results.

Banner Swap
This free advertising network works on the standard 2:1 credit ratio, meaning they expect you to publish two of their banners for each one of yours they publish. The network provides statistics on impressions, click-throughs and follow-up page views.

LinkTrader banner exchange
Besides claiming to be the best and cheapest way to gain exposure on the Web, Link Trader does offer a more attractive 10:7 credit ratio.

Step 4: Measure your success
If you've invested time and energy into implementing a Web advertising campaign, you'll want to know how successful your efforts have been. The advantage of Web advertising over traditional media is that you can instantly track visitors and see results. These articles will tell you how.

Demystify your log files
What your server knows about your visitors can prove valuable when you sit down to analyze the success of your ad campaign. This feature shows how to cull information about your visitor from the server log files. In Builder.com.

Tracking your visitors
This series of articles delves into the nitty-gritty details of tracking visitors, thoroughly exploring the pros and cons of various techniques. One portion is dedicated to common quagmires and useful workarounds. In WebMonkey.