IAB BME branding display_2012_05_11
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IAB BME branding display_2012_05_11 Presentation Transcript

  • 1. Digital Branding Display Advertising standards & trendsAkos SzaboBoard Member, IAB Hungary
  • 2. The Humble Beginnings Evolution of Formats Ad Standards Rich Media Metrics
  • 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. 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. http://www2.mediamind.com/creative_zone/pushdown_avatar/index.html
  • 6. The Humble BeginningsHotWiredthe first commercial online magazine1994
  • 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. From Humble Beginningshttp://ad-samples.com/vla/asset/demo/5887_135724/index.html
  • 9. From Humble Beginnings
  • 10. Proliferation of Formats
  • 11. Banner Ads
  • 12. Banner Standards Standard Ad Units 2000
  • 13. Banner Mania
  • 14. Direct Response vs Branding
  • 15. Drive Traffic to Brands I WANT YOU YOUR CLICK!
  • 16. Click Fetish click-based metrics (CTR, unique clicks, post-click activity, etc.) CPC ad sales model (cost per click)
  • 17. Click Fetish
  • 18. The Survival of the Fittest
  • 19. The Survival of the Fittest
  • 20. The Survival of the Fittest Standard Ad Units 2000
  • 21. The Survival of the Fittest Universal Ad Package Standard Ad Units 2011
  • 22. Size Does MatterAn ordinary day in Poland…
  • 23. Size Does MatterAn ordinary day in Poland…Gemius Research
  • 24. Size Does Matter
  • 25. Size Does Matter XL billboard (970*250) CTR: 0,48% campaign average CTR: 0,18%
  • 26. Size Does Matter Half Page (300*600) CTR: 0,31% campaign average CTR: 0,16%
  • 27. Size Does Matter
  • 28. A bigger canvas
  • 29. A bigger canvas
  • 30. A perfect day?
  • 31. A perfect day?
  • 32. A perfect day?
  • 33. A perfect day?
  • 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. IAB Billboard
  • 36. IAB Filmstrip
  • 37. IAB Portrait
  • 38. IAB Pushdown
  • 39. IAB Sidekick
  • 40. IAB Slider
  • 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. Smart Ad BenchmarksA MediaMind White Paperhttp://www.mediamind.com/domorewithdigital/index.html
  • 43. Smart Ad BenchmarksHighlights
  • 44. Smart Ad BenchmarksHighlights
  • 45. Smart Ad BenchmarksHighlights
  • 46. Smart Ad BenchmarksHighlights
  • 47. FlipsideInstant sikertörténet
  • 48. FlipsideLáncreakció
  • 49. Flipside
  • 50. UX & Engagementhttp://www.eyeblaster.es/demos/peugeot/wp_peugeout_rcz_msn/index.html
  • 51. Thank You for your attention! Köszönjük a figyelmet!Szabó Ákoselnökségi tag, IAB Hungary