21/03/2019 ONLINE ADS CLASS - LESSON PLAN - Documentos Google

UNIVERSIDADE FEDERAL DE SÃO CARLOS

IDIOMAS SEM FRONTEIRAS
NUCLi - NÚCLEO DE LÍNGUAS

Camila Moreira de Vasconcelos

Lesson Plan: Integrated language skills in EAP: practical pedagogical activities.

Target

● Academic students

Main objectives

● Discover different ads types and formats

● Discuss how online ads affects internet
● Understand how our online activity are used in advertising
● Writing an opinion essay about the impact of Targeted Ads in our lives

Warm-up activity

Methodology

The teacher will ask students the questions on the board so they will have the opportunity to tell the
class their experience and opinion about ads. Besides that, they will need to share what they know
about online ads by identifying the various types of them. The answers they give will be used to
gather their prior knowledge about the ads and introduce students to the text they will read “The
History of Online Advertising”.

Match activity

Methodology

After the discussion from warm-up activity they will be aware that there is not only a kind of ad. In
this activity, they will be able to distinguish the various forms of online advertising by analyzing the
images on the board. They will need to match each name on their paper sheet with the images that
will be projected on the board. Then, they will check their answers with a partner justifying their
choices by describing the differences between each of them.

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21/03/2019 ONLINE ADS CLASS - LESSON PLAN - Documentos Google

Jigsaw reading activity

Methodology

The students will be divided in groups of four and then each one will receive a piece of the article
entitled History of Online Advertising and some questions about their partner's parts of the text,
these two students will exchange information about the piece of information they have in their sheet
of paper to discuss the questions. In the end, the whole group has to put the article in order. In this
activity, they will localize some key information about ads history and discuss the impact of
advertising on internet surfing.

Material

Part 1: Online Advertising

Online advertising is referred to by many other names, including but not limited to online marketing
and Internet advertising. Online advertising is a form of marketing that uses the Internet to deliver
promotional messages of a product or service to consumers. It includes, among others, email
marketing, search engine marketing (SEM), social media marketing, mobile advertising and many
types of display advertising such as banner ads and pop-ups.

The strategy of online advertising involves a publisher, who integrates advertisements into their
online content or website, and an advertiser, who provides the advertisements. Other parties
potentially involved in online advertising are agencies that help to generate and place the ad copy
and affiliates who perform independent promotional work for the advertiser.

However, to properly understand online advertising, Unifunds would like to explain the beginning
of online advertising.

Part 2 Questions

a) Was there any obstacle for advertisers to be allowed to publish online ads on its
beginning?
b) Which were the first type of online ad? Describe it.
c) Which type of advertising came after this one?

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Part 2: The History of Online Advertising

In early years of the Internet, online advertising was mostly prohibited. This was due to the policies
of ARPANET and NSFNet, two predecessor networks of the Internet, which stated that the “use for
commercial activities by for-profit institutions is generally not acceptable”.

The first online ad was sold in 1993, which was a clickable web ad sold by Global Network
Navigator (GNN) to a Silicon Valley law firm. In October 1994, the first commercial web magazine

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called Hotwired sold large quantities of ad spaces to AT&T and other companies, coining the term
‘banner advertising’. A year later in 1995, Yahoo ventured from being a web directory to a
commercial business and carried out the Internet’s first keyword-based advertisement.

The appeal of online advertising started to spread and in the years to come, the Internet saw major
milestones of Internet marketing. Banner ads became standardised in sizes, and there were finally
ways to track the ads and their return-of-investment (ROI), producing revenue for a number of
websites.

Part 1 Questions

a) Which are the parts involved with internet marketing?

b) How can or can't advertising improve surfing on the internet in your opinion? Why?

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Part 3: Then came the Dot Com Bust in 2000 and many companies encountered a huge loss of
money and capital depletion. Banner ads faced lower click through rates and ROI was lessening but
many new and start-up companies were still spending millions to buy an ad space, focusing on
expanding their consumer reach instead of profit growth. By the middle of 2000, Internet
advertising revenue dropped by 32%.

With banner advertising seemingly not working anymore, advertisers were looking for alternative
and more effective methods of online advertising. Popup and pop under ads became prevalent at this
time as they were harder to ignore and bigger attention-grabbers than the static banner ads.
However, these ads were considered intrusive and annoying, which led to the invention of popup
blockers thus decreasing their effectiveness.

With the rising number of websites in the late 90s, the need for search engines became more
predominant. This led to the creation of the pay-per-click advertising model, which was a means to
generate revenue for search engines, and it paved the way for many other online advertising models,
such as Google Adwords, cost-per-mille (CPM) or cost-per-impression, cost-per-action (CPA) and
Overture’s Paid Placement Model. Online advertising was soon a vital marketing tool for many
companies.

Part 4 Questions

a) The Internet is the future of advertising. Would you agree with this statement? Does it
mean that TV ads will be gone soon?
b) Compared with banners and pop up ads, what is the focus of social media ads?
c) Can you remember an online advertising campaign that caught your attention?

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Part 4: Next came the era of social media advertising. With social websites, such as Facebook,
Twitter and Youtube, companies saw another way of reaching a ready-available market of
consumers. Businesses especially saw huge advertising potential in recruiting celebrities with a
huge fan following, such as Kim Kardashian and Charlie Sheen on Twitter, to promote their brands
and services.

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21/03/2019 ONLINE ADS CLASS - LESSON PLAN - Documentos Google

Interactive media ads, promotional tweets and advertising videos became a typical sight on the
social media sites. Online ads were tweaked to be able to target specific demographics or interests
of Internet users, driving new force into online marketing campaigns and reaching out to genuine
potential consumers.

There is no doubt that online advertising will continue to change as it adapts to incoming trends,
dynamic consumer behaviours and emerging technology. Even now, with the rise of smartphones
and mobile tablets, online advertising has been modified to fit these latest platforms and the new
generation of consumers.

Source: https://unifunds.com/the-history-of-online-advertising

Part 3 Questions

a) What changed in the world of online ads after 1995?

b) Which type of advertising was replaced in 2000? Why?
c) As there are more ads online, people start using ad-blockers (software, movies online
advertising content). Is it ethical to use ad-blockers as it is sometimes the only funding
for some websites that provide free content?

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Video discussion activity

Methodology

First, the teacher show students some emojis and ask them to write words that express its feelings
and emotions. Second, in pairs, based on the discussions done in the first part of the class, students
will brainstorm ideas and take notes of what they think targeted ads are and their relationship with
emojis. Third, the teacher plays the video and after they watch it students will check their
conclusions from the brainstorm to check if the information from the video is close to their answers.
This activity, as the first part of the class, will support students to the next one, the writing activity.

Writing activity

Methodology

In pairs or in groups students will discuss some questions displayed on the board to raise a new
discussion about ads focusing on Targeted Ads considering the other discussions done before about
online ads in general and then they will have to take notes of their arguments. After that, there will
be displayed the four key elements of an opinion essay and they are supposed to put them in the
correct order before starting the writing. These key elements will serve as a guide to the text
structure.

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