1. Digital Branding
Display Advertising
standards & trends
Akos Szabo
Board Member, IAB Hungary

2. The Humble Beginnings
Evolution of Formats
Ad Standards
Rich Media
Metrics

3. What is digital
display advertising?
A form of online advertising where an
advertiser’s message is shown on a
destination web page, generally set off in a
box at the top, in the middle or to one side
of the content of the page.

4. What is digital
display advertising?
Display advertising appears on web pages in
many forms, including web banners. These
banners can consist of static or animated
images, as well as interactive media that
may include audio and video elements.

5. http://www2.mediamind.com/creative_zone/pushdown_avatar/index.html

6. The Humble Beginnings
HotWired
the first commercial online magazine
1994

7. The Humble Beginnings
AT&T
the 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 Beginnings
http://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 Matter
An ordinary day in Poland…

23. Size Does Matter
An 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
• slider
IAB 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 Benchmarks
A MediaMind White Paper
http://www.mediamind.com/domorewithdigital/index.html

43. Smart Ad Benchmarks
Highlights

44. Smart Ad Benchmarks
Highlights

45. Smart Ad Benchmarks
Highlights

46. Smart Ad Benchmarks
Highlights

47. Flipside
Instant sikertörténet

48. Flipside
Láncreakció

49. Flipside

51. UX & Engagement
http://www.eyeblaster.es/demos/peugeot/wp_peugeout_rcz_msn/index.html

52. Thank You
for your attention!
Köszönjük a
figyelmet!
Szabó Ákos
elnökségi tag, IAB Hungary