4th Web Ads

4th GRADE
WE ARE DIGITAL CITIZENS
LESSON 5: WEB ADVERTISING & PERSONAL INFORMATION

THE LESSON MISSION

I can identify different kinds of advertisements on websites.

I can explain the purpose of online advertising.

I can list strategies that web advertisers use to reel in people.

THINK ABOUT IT

Scenario

Imagine visiting a shopping mall. Although it is freezing outside, it is warm and cozy inside. The mall is brightly lit and colorful. There are comfortable chairs to lounge on, as well as snack stands offering yummy treats. There are even jugglers and singers to entertain you. And all around you there are dozens of stores to explore. The stores offer free samples of things, from perfume to cookies, and you can try on clothes or try out new video games at some of the stores.

Tool Box

advertisement: a message that draws attention to a product and encourages people to buy it

brand: a name and identity
shared by products that are made by a certain company (e.g., Nike,Pepsi, Disney, etc.)

banner ad: an online ad that
looks like a bar or button on the website

advergame: an online ad that
is also a game you can play

video ad: an online ad that is
also a video and might look like a TV commercial

pop-up ad: an online ad that
“pops up” over web content

sponsorship ad: an ad that
specifically supports an event, activity, person, or organization

DISCUSS IT

Class Discussion

Why did the owner of the mall go to such expense to make you feel good?

Why would stores give you free samples, or let you try things for free?

What was the major goal of the store in this scenario? What were they hoping to accomplish?

MAKE A CONNECTION

Why do you think keyword searches on search engines and websites have web advertisements?

What strategies do search engines and websites use?

Let's watch the video below as a class to see if our theories are correct.

EXPLORE IT

Now we are going to explore some websites that have web advertisements. Follow along as we investigate website to learn about different techniques in web advertising.

Banner Ads

Location: Banner Ads are usually found at the top or on the side of a website.
Special Notes: Banner Ads usually include graphics and sometimes moving images.
Navigation: Click on the icon to the right to see a site that uses a banner ad.

Video Ads

Location: Video ads can appear either automatically, or you can click on them.
Special Notes: Sometimes you are forced to watch the video ad until you can go to the part of the website you want. Other times video ads appear when you are watching, reading, or playing something.
Navigation: Click on the icon to the right to see a site that uses a video ad.

Advergame Ads

Location: Advergame ads are a game preview. When you play the game, you are actually seeing the ad.
Special Notes: Advergames never let you play the whole game, so they leave you wanting to finish where you left off.
Navigation: Click on the icon to the right to see a site that uses a video ad.

Pop Up Ads

Location: This is a screen shot with a bunch of pop-up ads.
Special Notes: Our school blocks pop-up ads, because many pop ups contain spyware, viruses, and malware that could harm your computer. Never click on pop up ads. Always close them by clicking on the X box in the ad.
Navigation: Click on the icon to the right to see a screenshot of pop up ads.

Sponsorship Ads

Location: Sponsorship Ads are usually at the bottom of the webpage and you click on the ad to learn more.
Special Notes: A sponsorship ad may have a subheader or logo that reads:“Brought to you by the following organizations”/“sponsored by”/or “brought to you by.”
Navigation: Click on the icon to the right to see an example of a sponsorship ad.

AD DETECTIVES

Now you are going to become advertising detectives. Identifying web advertising can be tricky. Some sites make it very difficult to identify ads because they look like they might just be part of the website. Some brands use their website to advertise their own products. Finding all the ads on these sites requires some detective work. Each group will now investigate each group of websites below. Answer the questions below each group.

For each group answer the following questions:

Are these sites media companies, toy companies, or virtual worlds?
What are these sites trying to sell?
What type of web advertising are these sites using?

Answer the polls below about Group 1.

Answer the polls below about Group 2.

Answer the polls below about Group 3.

MISSION ACCOMPLISHED