Internet advertising (インターネット広告) is the umbrella term for ads that are placed on or delivered through online media such as web pages, search results and email.
Internet advertising
Opt-in email ads
Banner ads
Listing ads
Affiliate
Other methods
Compared with TV or newspaper ads, it is easier to measure in numbers how often an ad was shown, how often it was clicked and how many purchases it led to. Many of its methods can also narrow down who sees the ad, based on users' attributes and behavior.
AnalogyJust as street signs, flyers and shop-front posters can all be lumped together as "street advertising," this is one name for every kind of ad that runs online.
Exam points
ExamInternet advertising (インターネット広告) is an umbrella term, and ads in search results or image ads on web pages are each just one method within it.
Opt-in email advertising (オプトインメール広告) sends ad emails only to people who agreed in advance to receive them.
A typical setup has people pick the topics they care about when they sign up, then sends them ads on those topics. Because the mail goes to people who want it, it is more likely to be read than mail sent to everyone indiscriminately. Since its 2008 amendment, Japan's Act on Regulation of Transmission of Specified Electronic Mail (特定電子メール法) has also, as a rule, required the recipient's prior consent before advertising emails are sent.
AnalogyIt is like a shop asking, "May we send you news about new products?" and mailing the notice only to customers who said yes.
How to remember"In" points inward: the audience is people who decided for themselves to step into the mailing list.
Exam points
ExamOpt-in email advertising (オプトインメール広告) presumes the recipient's prior consent and uses email to deliver ads that match that person's interests.
Mix-upThe opt-out (オプトアウト) approach treats sending as allowed until the recipient says no, so permission runs the opposite way from opt-in (オプトイン), which starts from prior consent.
Banner advertising (バナー広告) shows an image or video in a web page's ad space and takes anyone who clicks it to the advertiser's site.
Ad spaces usually sit around the main content, such as at the top of the page or beside an article. Pricing is often based on the number of times the ad is shown or clicked. Because it works visually, it is good at making a product or brand stick in people's minds.
AnalogyThink of it as the web version of a poster in a station passageway, where touching a poster that catches your eye walks you straight into the shop.
How to rememberA banner is a flag or a strip of cloth hung across a street, so picture a long sign hung along the edge of the page.
Exam points
ExamBanner advertising (バナー広告) is an ad image placed in part of the page being viewed, and clicking it opens a page prepared by the advertiser.
Listing advertising (リスティング広告) is shown on search results pages and is tied to the words a user looks up in a search engine.
Also called search-linked advertising (検索連動型広告), it reaches people while they are looking into that very topic, so it tends to lead to purchases or inquiries. Advertisers choose the words that should trigger their ads, and the usual model costs nothing when the ad is merely shown and charges when it is clicked.
AnalogyIt is like quietly handing a nearby bakery's leaflet only to people who just searched for "bakery" in a map app.
How to rememberListing means putting something on a list, and these ads sit right in the list of search results.
Exam points
ExamListing advertising (リスティング広告) picks its content according to the words the searcher entered and appears on the search results screen.
Mix-upListing advertising appears in response to a user's search, while banner advertising (バナー広告) has nothing to do with searching and is shown to anyone who opens a page with ad space.
Affiliate advertising (アフィリエイト) is an ad scheme in which partner websites and blogs carry ad links and are paid according to the results that come through them.
Advertiser prepares a link
Partner site posts it
Visitor buys via the link
Paid by results
The advertiser pays the site owner according to the results produced.
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Results include, for example, purchases or member sign-ups made through the link. The advertiser pays only for the results that actually occur, and the site owner earns income from the referrals.
AnalogyIt is like asking a friend to recommend your shop and paying them a referral fee based on what their referrals bring in, such as the number of customers they send or the purchases those customers make.
How to rememberTo affiliate is to team up, so picture a site that joins forces with the advertiser and takes a share based on the results of its referrals.
Exam points
ExamIn affiliate advertising (アフィリエイト), a personal or corporate site posts a link to the advertiser, and the site that posted it is paid according to the traffic or purchases it generates.