Banner Advertising: "No More 'Punch the Monkey'"

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Ignite NM Presentation by Kristelle Siarza, regarding the 101 on Banner Advertising and Tips to get higher CTR's


Kristelle Siarza is a social media and marketing freelancer that can provide help on planning, brainstorming, and monitoring. For more information, please visit her website at http://www.about.me/misskristelle or send her an email at kristellesiarza@gmail.com

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  • According to Deepmojo.com-Started with a java based banner ad, user guided glove-Punch the Monkey – best known banner ads in the industry-Tried to recapture success
  • -See it on almost every website-website owner, brings revenue-Banner advertising: The most popular ad, the history, and tips to have a good banner ad campaign
  • -Started with a Media partnership with an agency in New York,-They said the same message that’s being echo’d today: “We’ve got to explore this form of media”
  • Time of Two Million Internet Users24.4 kilobytes per second, dial up internetAd was from AT&T MCI, Volvo, Club Med 1-800-Collect and ZimaVolvo, just had general branding, landing page was a questionnaire
  • Fifteen years later, happened in October 27, 1994Businesses are still trying out banner advertising for the first timeAgencies are STILL skeptical about trying banner advertising$24 billion dollar industry, with thousands of experts and businesses increasing their model
  • It’s everywhere!Locally, nationally, anywhere there’s good traffic, good banner adsForms of Measurement such as DART, Eye Blaster, Etc – continually evolvingStandards of practice had to be implemented in time
  • IAB – define standard unit sizing so ad servers, publishing website, and buyers/creative teams are all on the same pageA term coined by the Interactive Advertising Bureau (IAB) to define a standardgroup of ad units that most campaigns should include. The Universal Ad Packageincludes the LeaderBoard (728X90), Skyscraper (wide skyscraper is 160x600 andthe narrow skyscraper is 120x600) and a rectangle (300x250 or 336x280).Also the ClickTag, so tracking softwares can track accurately.
  • -Third Party Servers-Dart/DoubleClick-OpenAds-OpenX-Eyeblaster-Specifics for campaign, evenly distribute impressions according to goals, set specific times during the day being seen, etc-Some people do it manually, serve all impressions of website
  • Markets: Where you get the “remnant advertising-where you run into those whitening advertising-often the fillers on websites so they always have impressions being served-often targeted buys towards the demographics of the websitei.e. best buy, IGN, Last.Fm
  • Quantacast top 100 websitesMillions of dollars of revenue generated, since you buy banner ads by the cost per thousandInteractive Agencies or Marketing agencies with a Digital Department will buy directly to the website
  • These local websites are the heaviest hitters for local advertising since so many local people generate views and visits from thisReoccurring content, breaking information, local feel and spin
  • Banner Advertising always serves multiple purposes;Branding, Top of Mind AwarenessAlso encourages Price pointing and direct response
  • 78% CTR in the beginning with “click here”
  • Just like my PPC Homies
  • Banner Advertising: "No More 'Punch the Monkey'"

    1. 1. Treeloot.com and 1999<br /><ul><li> “Punch the Monkey and Win $20!”
    2. 2. Can’t find the stupid ad
    3. 3. (#kristellefail)</li></li></ul><li>Banner Advertising:“No More Punching the Monkey”<br />Ignite NM 4 and Kristelle Siarza<br />
    4. 4. Hotwire.com<br />1994<br />(I was 8 years old)<br />Source: Frank D’Angelo, CL&S New York, AdAge.com<br />
    5. 5. The First Banner Ad<br />Two Million Internet Users<br />24.4 kps Dial-Up<br />
    6. 6. Happy Belated Birthday Banner Ads<br />October 27, 1994<br />$24 billion dollar industry<br />
    7. 7. Current State of Banner Ads<br />Forms of Measurement evolving<br />Standards of Practice<br />
    8. 8. IAB<br />The “understoods” of Banner Advertising<br />Universal Ad Package<br />Universal ClickTag<br />
    9. 9. Ad Serving<br />Thirty Party Servers<br />Some People Do It Manually<br />
    10. 10. Ad Exchanges<br />Generate Revenue with in-house advertising <br />Remnant Advertising<br />Targeted to demographics and audience <br />
    11. 11. National Websites<br />Top 100 QuantaCast websites:<br />68 serve form of advertising<br />Billions of Dollars in Revenue<br />Interactive Agencies do these buys<br />
    12. 12. Local Websites<br />Media Websites<br />ABQJournal.com<br />KOB.com<br />Alibi.com<br />Clear Channel Radio Stations<br />Citadel Radio Sites<br />
    13. 13. How to get Better CTR’s<br />Common Mistakes<br />Happen in the creative<br />Happen in the Placement<br />
    14. 14. Not Always the CTR<br />
    15. 15. Placement is Key<br />Home Page<br />Secondary Pages<br />See or ask for Pageviews per User<br />Print Pages/Send Email Pages<br />
    16. 16. Multiple Campaigns<br />
    17. 17. Rich Media is Key (too)<br />High CTRs<br />Most Engaging<br />Cautions:<br />Delivery Limitations<br />File Size Limits<br />
    18. 18. Clean Creative<br />No!<br />Yes!<br />
    19. 19. Call to Action Button<br />
    20. 20. Landing Pages or Website<br />We want the end result!<br />Collect Information<br />Coupons<br />Banner Pointing to specific page on the website<br />
    21. 21. Past the five minutes<br />@misskristelle<br />Facebook.com/KristelleSiarza<br />Linkedin.com/in/kristellesiarza<br />

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