IAB BME branding display_2012_05_11

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IAB BME branding display_2012_05_11

  1. 1. Digital Branding Display Advertising standards & trendsAkos SzaboBoard Member, IAB Hungary
  2. 2. The Humble Beginnings Evolution of Formats Ad Standards Rich Media Metrics
  3. 3. What is digitaldisplay advertising?A form of online advertising where anadvertiser’s message is shown on adestination web page, generally set off in abox at the top, in the middle or to one sideof the content of the page.
  4. 4. What is digitaldisplay advertising?Display advertising appears on web pages inmany forms, including web banners. Thesebanners can consist of static or animatedimages, as well as interactive media thatmay include audio and video elements.
  5. 5. http://www2.mediamind.com/creative_zone/pushdown_avatar/index.html
  6. 6. The Humble BeginningsHotWiredthe first commercial online magazine1994
  7. 7. The Humble BeginningsAT&Tthe first online advertiser (Oct 27, 1994) Full (Standard) Banner 468*60 pixel CPM ad sales model (cost per M) 78% Click Through Rate
  8. 8. From Humble Beginningshttp://ad-samples.com/vla/asset/demo/5887_135724/index.html
  9. 9. From Humble Beginnings
  10. 10. Proliferation of Formats
  11. 11. Banner Ads
  12. 12. Banner Standards Standard Ad Units 2000
  13. 13. Banner Mania
  14. 14. Direct Response vs Branding
  15. 15. Drive Traffic to Brands I WANT YOU YOUR CLICK!
  16. 16. Click Fetish click-based metrics (CTR, unique clicks, post-click activity, etc.) CPC ad sales model (cost per click)
  17. 17. Click Fetish
  18. 18. The Survival of the Fittest
  19. 19. The Survival of the Fittest
  20. 20. The Survival of the Fittest Standard Ad Units 2000
  21. 21. The Survival of the Fittest Universal Ad Package Standard Ad Units 2011
  22. 22. Size Does MatterAn ordinary day in Poland…
  23. 23. Size Does MatterAn ordinary day in Poland…Gemius Research
  24. 24. Size Does Matter
  25. 25. Size Does Matter XL billboard (970*250) CTR: 0,48% campaign average CTR: 0,18%
  26. 26. Size Does Matter Half Page (300*600) CTR: 0,31% campaign average CTR: 0,16%
  27. 27. Size Does Matter
  28. 28. A bigger canvas
  29. 29. A bigger canvas
  30. 30. A perfect day?
  31. 31. A perfect day?
  32. 32. A perfect day?
  33. 33. A perfect day?
  34. 34. Rich Media Ads IAB Rising Stars Display Ad Units (rich media, since 2011) • billboard • filmstrip • portrait • pushdown • sidekick • sliderIAB Ad Standards & Creative Guidelines (Feb 28, 2011):http://www.iab.net/guidelines
  35. 35. IAB Billboard
  36. 36. IAB Filmstrip
  37. 37. IAB Portrait
  38. 38. IAB Pushdown
  39. 39. IAB Sidekick
  40. 40. IAB Slider
  41. 41. Rich Media Metrics Industry Rich Media IAB Rising Stars Benchmarks (Unicast Industy Rpt q1-4 ‘10) Engagement Rate (= ITR + CTR) 10.12% 1.58% Interaction Rate (ITR) 9.82% 1.43% Click-Thru Rate (CTR) 0.29% 0.15% Ad Engagement Time 34, 47, 98 seconds 14 seconds Ad Display Time 94 seconds 59 seconds Avg. Video Play Time 24, 17, 23.6 seconds 12 seconds
  42. 42. Smart Ad BenchmarksA MediaMind White Paperhttp://www.mediamind.com/domorewithdigital/index.html
  43. 43. Smart Ad BenchmarksHighlights
  44. 44. Smart Ad BenchmarksHighlights
  45. 45. Smart Ad BenchmarksHighlights
  46. 46. Smart Ad BenchmarksHighlights
  47. 47. FlipsideInstant sikertörténet
  48. 48. FlipsideLáncreakció
  49. 49. Flipside
  50. 50. UX & Engagementhttp://www.eyeblaster.es/demos/peugeot/wp_peugeout_rcz_msn/index.html
  51. 51. Thank You for your attention! Köszönjük a figyelmet!Szabó Ákoselnökségi tag, IAB Hungary

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