Web site, banner ad, e-market, e-commerce, roam the Net, access a site, banner slot, browse the Web, target the audience, allocate an ad
1. With few Ukrainians online, and even fewer possessing credit cards or other electronic payment systems to make purchases over the Web, … here is struggling to take off.
2. Ukrainian Banner Network places … on Web pages.
3. Internet non-professionals just think there's a bunch of people …-ing … who'll see their site and enter it.
4. UBN … to banner slots for its clients for free, but charges for banners shows or clicks on a banner ad.
5. UBN's complex software can track the electronic signature (IP address) of Internet users as they …
6. UBN's main line of activity is to provide software to Web site owners that automatically places ads in … on Web pages.
7. Local businesses are already spending thousands of dollars developing flashy …
8. UBN is focused on the small but growing … in Ukraine.
9. A Web address is needed to …
10. The power of the Internet allows advertiser to … with more precision than in more traditional media.
Ex. II. Answer the following questions:
- Do you think the Ukrainian community is computer-literate? Are you an Internet-user yourself?
- What is your opinion of banner ads? Are they efficient?
- What are the advantages of banner ads compared with other mass media ads?
- What are the topics of the sites you enter most often?
Ex. III. Read the text and make the list of "banner display" advantages.
Foreign-based and even local businesses are already spending thousands of dollars developing flashy company Web sites, but few businesses are using the Internet to generate income.
Ukrainian Banner Network is one of the most experienced companies doing just that. The company, which places banner ads on Web pages, is working hard to convince businessmen that if they know how to use the Internet, the high-tech tool can be extremely profitable.
UBN itself is still waiting for those profits. Right now the company is just breaking even, but judging by the growth of e-commerce in the West and UBN's management expects fast growth soon.
The company has become the country's largest banner advertiser in terms of "banner displays" — loosely, the number of times a banner ad is displayed to Internet users.
UBN is focused on the small but growing e-market in Ukraine and works only with Ukrainian-based or Ukrainian-related sites.
With few Ukrainians online, and even fewer possessing credit cards or other electronic payment systems to make purchase over the Web, e-commerce here is struggling to take off.
But there is another problem stunting the growth of the e-market here — a lack of information about the power of the Internet.
Many users have learned to search the Net for information, but they don't realize they could use the Internet to place their own information.
To spread the world, UBN's Web site has a page of tips for budding e-businessmen. First of all, UBN disputes the popular notion that all you need to succeed is a Web site.
Internet non-professionals just think there's a bunch of people roaming the Net who'll see their site and enter it.
In reality, nobody is likely to just stumble across your site in the vastness of the Web. A Web address is needed to access a site.
No one will come to your Web site unless you advertise it.
That's where banner ads come in. The rectangular and square ads, with text and/or pictures, and shortcuts to specific sites. When you click on the ad, you're taken to the site — and you don't need to know its address beforehand.
Banners are usually placed on popular sites, and lead Web surfers to less well known related sites.
UBN's main line of activity is to provide software to Web site owners that automatically places ads in banner slots on Web pages — the actual banner shown depends largely on who is viewing the Web page. UBN's complex software can track the electronic signature (IP address) of Internet users as they browse the Web. If the user belongs to the advertiser's target audience, the advertiser's ad appears in the banner slot — whatever page is being shown.
Although the advertiser has no direct way to access the target's personal details or e-mail, the advertiser can build up a profile of the target's interests, based on the topics of the sites the target visits.
With relevant ads appearing on the Web site slots, the target is effectively chased around the Net by ads. The payoff comes if the target actually clicks on the banner.
The power of the Internet allows advertiser to target their audience with more precision than in more traditional media.
One book (on advertising) compares advertising in the mass media to throwing a bomb, while Internet advertising is like shooting with a sniper's rifle.
You hit the target in both cases, but the expenses are not comparable.
UBN allocates ads to banner slots for its clients for free, but charges for banner shows or clicks on a banner ad.
Active Words and Phrases:
| develop a web-site | розробка web-сайту | access a site | отримати доступ до сайту |
| generate income | накопичувати дохід | shortcut to specific sites | посилання на конкретні сайти |
| banner | баннер | click on the ad | відкрити рекламну об’яву |
| place a banner ad | розміщувати рекламний баннер | be taken to the site | попасти на сайт |
| break even | досягти точки економічної рівноваги | web surfer | працюючий в мережі |
| e-commerce | електронна комерція | view a web page | перегляд web-сторінки |
| be online | знаходитися в мережі | track the electronic signature (ip address) | знайти електронну адресу комп’ютера в мережі |
| electronic payment system | електронна система оплати | banner slot | гніздо для баннера |
| make purchases over the web | робити покупки через інтернет | payoff | сплата |
| search the net for information | шукати інформацію в мережі | target the audience | бути спрямованим на потенційних клієнтів |
| roam the net | блукати в мережі інтернет | allocate ads to banner slots | розмістити рекламну об’яву в гнізді баннера |
Ex. IV. Correct the statements using the above text information:
1. Developing a Web site is relatively cheap.
2. Purchasing over the Web is by far the most popular means in Ukraine.
3. Internet users place as much information as they look for it.
4. To be taken to the site following the banner ad one needs the Web site address.
5. There is no payoff clicking on a banner.
6. Internet advertising is costly.
7. UBN charges both the advertiser for placing a banner ad and the target for clicking on a banner ad.
