Wiley Facebook Marketing: An Hour a Day 978-0-470-56964-1 Manuel D’Utilisation
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get more information via a larger version of the ad and then buy the product or service
being offered. But neither advertising option became sufficiently popular and effective
for Prodigy or any other online service. Internet advertising was only a $55 million
industry worldwide in 1995; it was just too early for people to respond well to the
advertising of goods and services on the Internet. Compare that to the $25.7 bil-
lion Internet marketing business in 2009 and it probably seems a lot smaller. Because
Internet advertising was so ineffective early on, Prodigy, CompuServe, and aOL focused
primarily on growing consumer subscription revenue by increasing subscribers in the
mid-1990s.
being offered. But neither advertising option became sufficiently popular and effective
for Prodigy or any other online service. Internet advertising was only a $55 million
industry worldwide in 1995; it was just too early for people to respond well to the
advertising of goods and services on the Internet. Compare that to the $25.7 bil-
lion Internet marketing business in 2009 and it probably seems a lot smaller. Because
Internet advertising was so ineffective early on, Prodigy, CompuServe, and aOL focused
primarily on growing consumer subscription revenue by increasing subscribers in the
mid-1990s.
Emergence of the World Wide Web
the proliferation of proprietary first-generation online services came to a stunning
halt with the emergence of Mosaic, the first widely available web browser. In 1994,
with Mosaic and a web connection via an ISP (Internet service provider), a user could
spend an unlimited amount of time surfing the Internet and send an unlimited number
of e-mail messages. this was a departure from existing services that relied upon tiered
hourly service and other usage upcharges for profitability. Fueled by the wealth of new
online services, applications, and a proliferation of websites, consumers moved to the
World Wide Web en masse starting in 1995.
halt with the emergence of Mosaic, the first widely available web browser. In 1994,
with Mosaic and a web connection via an ISP (Internet service provider), a user could
spend an unlimited amount of time surfing the Internet and send an unlimited number
of e-mail messages. this was a departure from existing services that relied upon tiered
hourly service and other usage upcharges for profitability. Fueled by the wealth of new
online services, applications, and a proliferation of websites, consumers moved to the
World Wide Web en masse starting in 1995.
as users flocked to the Internet, the first experiments in Internet marketing were
already underway. HotWired, an online Web magazine, was the first company to sell
banner advertising to corporations, in late 1994. Figure 1.3 is the first banner ad ever
sold, an at&t advertisement. Banner ads were long, rectangular advertisements usu-
ally 468 pixels wide by 60 pixels tall with information and/or graphics designed to
entice a reader into clicking them to visit another website. they were sold for a flat rate
per 1,000 impressions or views, which is now referred to CPM (cost per mil). around
the same time, a number of experiments popped up to guarantee clicks and not just
impressions. the idea was that advertisers wanted visitors and not just views.
banner advertising to corporations, in late 1994. Figure 1.3 is the first banner ad ever
sold, an at&t advertisement. Banner ads were long, rectangular advertisements usu-
ally 468 pixels wide by 60 pixels tall with information and/or graphics designed to
entice a reader into clicking them to visit another website. they were sold for a flat rate
per 1,000 impressions or views, which is now referred to CPM (cost per mil). around
the same time, a number of experiments popped up to guarantee clicks and not just
impressions. the idea was that advertisers wanted visitors and not just views.
Figure 1.3 The first banner ad ever displayed on the Internet
the mid-1990s was a revolutionary period for the Internet as millions of people
got online. the possibilities were endless, as were questions about how advertising
could be used to build new businesses, new opportunities, and new communities.
How would people interact with each other? How much would the Internet change
purchase behavior? How would business be conducted differently in the age of the
Internet? What new business opportunities would be possible? all of the possibilities
led to an unprecedented level of entrepreneurial activity from both new companies and
could be used to build new businesses, new opportunities, and new communities.
How would people interact with each other? How much would the Internet change
purchase behavior? How would business be conducted differently in the age of the
Internet? What new business opportunities would be possible? all of the possibilities
led to an unprecedented level of entrepreneurial activity from both new companies and
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