Chapter One: Executive Summary
Introduction
Technological Functionality and Constraints
Security Protocols
Functional Types of Advertising
- Banner Advertisements
- Content Advertisements
- Form-Based Advertisements
- "Meta-Screen" Advertisements
- "Broadcast" and "Off-Line" Advertisements
- Bridge and Jump Pages
"Plug-Ins" and New Programming Languages
Measuring Web Audiences
Forecasts for the Number of Web Users
Web Advertising Revenue Forecasts
- 1996 as a Base Year and 1997 as the Critical Year: Forecasts to 2001
Web Site Advertising Segmentation by Content
Advertising Agencies, Media Planning and Buying
Leading Advertisers
Scope and Methodology
Chapter Two: Development Of The Web Defines Advertising Opportunities
Introduction
The Evolution of the Web and the Potential for Advertisers
- Development of the Internet
- Network Protocol: Low Barriers to Entry
- Internet Dynamics: The Network
- Client Programs: Forerunners to Browsers
- The Development of the Web
- The Internet Infrastructure: Bottleneck Considerations
- The Modem/ISP Bottleneck
- The Multimedia Problem: Traffic Jam on the Internet
- Backbone Networks: Keeping Up with Demand or "The World Wide Wait"
- Who Pays for an Upgraded Internet?
- Potential Solutions to "Last Mile" Bandwidth Problems
- ISDN
- ADSL
- Cable Modems
- Satellite and Wireless Delivery
- Summary: No Near-Term Solutions Appear on the Horizon
Security Issues
- Security Protocols: S-HTTP and SSL
- The Developing Secure Electronic Transaction Standards
- Server Certificates
Browser War
Multimedia on the Web: Convergence is Inevitable
Chapter Three: Functionality And Capability
Introduction
Current Web Advertising: Technical Considerations
- Browsers and Helper/"Plug-In" Applications
- File Formats
- Multimedia Files: "Download and Play" vs. "Streaming"
- Forms and CGI Scripts
- Interactivity: Client Pull and Server Push
Functional Types of Web Advertisements
- Banner Advertisements
- Static Banners
- Animated Banners
- Content Advertisements
- Form-Based Advertisements
- "Meta-Screen" Advertisements
- "Broadcast" and "Off-Line" Advertisements
- Bridge and Jump Pages
Developments with "Plug-Ins" and Helper Programs
- Shockwave
- RealAudio
- Acrobat
- VDOLive
New Programming Alternatives: Java, VRML, and ActiveX
Chapter Four: Measuring Web Audiences For Advertising
Introduction
Overview of Web Measurement
- Counting vs. Auditing
- Server Log Audits: Data Collected
- Issues in Server Log Analysis Methods
- Operational Definitions: The Lack of Standardization
- The Caching Problem
- Measurement Error
- Advertising Filters
- Locally Executed Content: Java and Measurement
- Proposed Solutions: Universal Registration
- The PC Meter
- Service Overview
- Robustness of Data from the PC-Meter
- Advertising Yardsticks: CPM, Clickthroughs, Action Taken
- Background
- The Future: A Mix of Advertising Models
Chapter Five: The Aggregate Market
Introduction
How Many People Will Use the Web?
- Estimates of Web Users
- Forecasts for the Number of Web Users
The Growth in Web Sites
Review of Web Advertising Revenue Forecasts
- The Effects of Noncash Transactions and Discounting
- Advertising Revenue: 1995 as a Base Year
- Advertising Revenue Estimates for 1996
Chapter Six: Analysis And Web Site Segmentation
Introduction
Advertising by Web Site Segmentation
Search Engines
- Search Engine Economics: Dependence on Advertising
- Vertical Search Engines
- ISP Home Pages
- A Summary of Advertising Rates for Search Engines
Online Publishers and Traditional Content Providers
- A Broad Category of Companies
- Subscription vs. Advertising Models
- Newspapers Online
- General Circulation Magazines
- Broadcast and Cable Network Sites
Narrowcast, Special Interest, and Niche Content Web Sites
- Computer Publication Web Sites
- Adult Content Sites
Other Narrowcast Sites
- Web 'Zines and Web Broadcast/Intelligent Agent Services
- Web 'Zine Economics
- Web 'Zine Demographics and Rates
- Web Broadcast/Intelligent Agent Services
- Web Broadcast Services: PointCast
- Off-Line Delivery (Freeloader) and Electronic Mail-Based Services
- Audience Measurement: "Broadcast" and "Off-Line" Delivery
- Forecast for Advertising Revenues by Market Segment
- The Baseline
- The Forecast
Chapter Seven: Advertising Agencies, Media Planning, Media Buying, And Leading Advertisers
Introduction
Media Planning
- Media Buying: Sales Networks and Management Services
- Cooperative and Barter Advertising
- Summary
Leading Advertisers on the Web
- Web Advertiser Measurement Methodologies
Advertising on Search Engines
- Online Publishers and Traditional Content Providers
- Narrowcast and Niche Content Sites
- Web 'Zines, and Broadcast and Intelligent Agent-Based Sites
Chapter Eight: Company Profiles
Scope and Methodology
Agency.com Ltd.
- Company Background
- Products and Services
CNET: The Computer Network
- Company Background
- Products and Services
- Financial Results
- Advertising Rates
DoubleClick, Inc.
- Company Background
- Products and Services
Excite Inc.
- Company Background
- Products and Services
- Financial Information
- Advertising Rates
Focalink Communications, Inc.
- Company Background
- Company Products and Customers
Individual, Inc.
- Company Background
- Products and Services
- Financial Information
- Advertising Rates
Infoseek Corp.
- Company Background
- Products and Services
- Financial Information
- Advertising Rates
- Banner Ads on Search Results Pages—Search Banner Rotations
- Banner Ads on Related Topics—Search in Context Banners
- Banner Ads on Topic Pages—Topic Banner Rotations
- Banner Ads on Selected Key Word Search Pages—Key Word Banners
Internet Link Exchange (Link Exchange, Inc.)
- Company Background
- Products and Services
- Advertising Rates
i-traffic, Inc.
- Company Background
- Products and Services
Lycos, Inc.
- Company Background
- Products and Services
- Financial Information
- Advertising Rates and Demographics
- General Rotation Advertising
- Additional Advertising Alternatives
- Lycos Demographics
Modem Media Advertising LP
- Company Background
- Services and Clients
- True North Communications Merger
NetGravity
- Company Background
- Products and Customers
- Products and Pricing
Pathfinder (Time Inc. New Media)
- Company Background
- Products and Services
- Advertising Rates and Services
PointCast, Inc.
- Company Background
- Products and Services
- PointCast Advertising Rates
SOFTBANK Interactive Marketing, Inc.
- Company Background
- Products and Services
Starwave Corp.
- Company Background
- Online Services
- Advertising Rates
WebRep, LLC
- Company Background
- Products and Services
- Advertising Rates
Wired Ventures, Inc.
- Company Background
- Products and Services
- Financial Information
- Advertising Rates
Yahoo! Corp.
- Company Background
- Products and Services
- Links to each of the sites are available on the Yahoo! main site.
- Financial Information
- Advertising Rates
- Web Launch
- Banner Advertising
- Regional Advertising
- Interactive Promotions
- Yahooligans!
- Yahoo! Demographic Characteristics
Appendix: Company Names And Addresses
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