Rich Media Banner Ads


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Basic understanding about rich media banner/type of online ads in digital media.
Presentation made as on of learning resources for multimedia design subjects in International Design School. Compile from many resources.

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Rich Media Banner Ads

  1. 1. Rich Media Banner Multimedia Design
  2. 2. Instructional Goals• Understand about user interactivity on rich media banner• Understand the rules of IAB ads size & guidelines• Understand each types of rich media banner and its interactivity
  3. 3. “Interactivity” In computer science, interactive refers to software which accepts and responds to input from humans—for example, data or commands. Interactivity can occur at many different levels and degrees of engagement: User-to-user interaction via the internet; para-social interaction, where new forms of media are generated online; and user-to-system interactivity which is the way devices can be engaged with by a user. Lev Manovich (2001) makes clear definition about interactivity; He refers to open interactivity as actions such as computer programming and developing media systems, whereas closed interactivity is merely where the elements of access are determined by the user.
  4. 4. Rich Media Creative GuidelinesWith the advent of new and improved advertising technologies, rich mediahas developed into a popular format for reaching and engaging consumersbecause the technologies allow the consumer to interact with the creativeasset.Rich Media is now defined as:  advertisements with which users can interact(as opposed to solely animation and excluding click-through functionality)in a web page format.These advertisements can be used either singularly or in combination withvarious technologies, including but not limited to sound, video, or Flash,and with programming languages such as Java, Javascript, and DHTML.Rich Media also includes in-page and in-text digital video advertisementswhere the associated content is not streaming in a player environment.
  5. 5. Screenshot of advertisement(rich media banner on awebpage)
  6. 6. Additional Considerations: CPU UsageIn contrast to file size, the complexity of drawings, gradients, slow movinganimations and detailed moving elements can affect the number ofcalculations the CPU must make for each frame.The IAB Ad Sizes Working Group recommends a maximum of 18 fps.Common High CPU Usage Factors: • Frame Rate is over 18 frames per second; reducing the number to 18 does not degrade visual performance. • Multiple animated sequences across many layers animating at the same time. • Animated sequences set to be translucent and animating on top of an imported graphic (ex: jpeg, png, etc.). • Action Script-generated events set to randomly generate (ex: fog and rain). • Imported graphics scaled up over a long period of time.
  7. 7. The Guidelines
  8. 8. Internet Advertising Board -Standard Ads SizeThe IAB Ad Unit Guidelines concern animated in-page display ads, such asstandard Flash files, flat JPGs, or animated GIFs.The IAB Ad Unit Guidelines are intended for marketers, agencies and mediacompanies for use in the creating, planning, buying and selling of interactivemarketing and advertising.
  9. 9. Note: All Dimensions are in pixelsRectangles and Pop-Ups Recommended Recommended Max. Initial Animation Length Download (Seconds) Fileweight 300 x 250 IMU - (Medium Rectangle) 40k : 15 250 x 250 IMU - (Square Pop-Up) 40k : 15 240 x 400 IMU - (Vertical Rectangle) 40k : 15 336 x 280 IMU - (Large Rectangle) 40k : 15 180 x 150 IMU - (Rectangle)  40k : 15 300x100 IMU - (3:1 Rectangle) 40k : 15 720x300 IMU – (Pop-Under) 40k : 15
  10. 10. Note: All Dimensions are in pixelsBanners and Buttons Recommended Recommended Max. Initial Animation Length Download (Seconds) Fileweight 468 x 60 IMU - (Full Banner) 40k : 15 234 x 60 IMU - (Half Banner) 30k : 15 88 x 31 IMU - (Micro Bar) 10k : 15 120 x 90 IMU - (Button 1) 20k : 15 120 x 60 IMU - (Button 2) 20k : 15 120 x 240 IMU - (Vertical Banner) 30k : 15 125 x 125 IMU - (Square Button) 30k : 15 728 x 90 IMU - (Leaderboard) 40k : 15
  11. 11. Note: All Dimensions are in pixelsSkyscrapers Recommended Recommended Max. Initial Animation Length Download (Seconds) Fileweight 160 x 600 IMU - (Wide Skyscraper) 40k : 15 120 x 600 IMU - (Skyscraper) 40k : 15 300 x 600 IMU - (Half Page Ad) 40k : 15 © 2008 - 2010 Internet Advertising Board. All Rights Reserved.Additional Notes • Those sizes that are bold above are part of the Universal Ad Package • :15 animation includes multiple loops
  12. 12. Examples
  13. 13. Examples
  14. 14. Ad server market structureThis is a lists of top ad server vendors in 2008 with figures in millions of viewerspublished in an Attributor survey. Since 2008 Google controls estimated 69% ofthe online advertising market. Ads Viewers Vendors (millions) Google 1,118 DoubleClick (Google) 1,079 Yahoo! 362 MSN (Microsoft) 309 AOL 156 Adbrite 73 Total 3,087
  15. 15. Ad Formats Expandable Banner Ads Expandable banner ads start with a standard size banner ad, usually done in Flash, and expand on mouse over to reveal any number of larger panels. Panels can contain interactive Flash elements and video, forms to gather information, or just about anything you can put on a web page. As the most popular Rich Media format, expandable banners are universally accepted. In most cases, a third party technology is used to serve the ads such as DoubleClick Studio, PointRoll, Atlas, Eyeblaster and Yahoo Rich Media.
  16. 16. By DefaultOn Rollover
  17. 17. Video AdsVideo ads incorporate streaming video to create arich ad format similar to TV advertising.Ads can be created in in-banner, in-stream, or pre-roll formats. The most popular use of this format isto take an existing commercial (30 second spot)and place it within a standard banner ad sized unit.This allows you to reach an online audience, withyour existing creative.
  18. 18. Floating AdsThe Floating Ad appears to “float” over web pagecontent on a transparent background layer.Floating Ads have a maximum of 500x500 pixels,include a close button and do not loop.Floating ads travel over the web page drawing theusers attention to a separate ad unit.Designed in Flash, these high impact ads can beused in conjuction with a standard Flash banner orExpandable Banner ad.
  19. 19. By Default Floating ads
  20. 20. Tear Back adsTear Back or Peel Back ads start in one corner of theweb page, and upon mouseover, expand to coverthe web page.Peel Backs are a fun way to get the users attention.An initial ad resides in the upper right corner of thepage. On click, the ad tears down to reveal a fullpage ad (back page). You can include anythingIn most cases, a third party technology is used toserve the ads such as DART Motif, PointRoll, Atlas,Eyeblaster and Yahoo Rich Media.
  21. 21. Flash Interactive Banner AdsFlash interactive banners entice the user to mouseover the ad, revealing additional information or callto action.Interactive Flash banner ads take the ever popularFlash banner ad and supercharge it. Once the userrolls over the ad, any number of things can happenwithin the allotted ad space. Increase messagingby showing additional frames upon interaction.Incorporate a game, or video, or your terms andconditions. • All interaction and additional messaging happens within the ad boundaries. (There are no expanding panels). • Generally, this type of ad does not need a third-party technology. It is done in Flash and can be served with all publishers. • Google AdWords accepts this type of ad.
  22. 22. Flash InteractiveBanner Ads Example
  23. 23. Another Ad Formatsby Mediamind Polite Banner The Polite Banner can serve larger files without disturbing the loading of the page’s content. It is a Flash-enabled banner that uses “polite,” sequential downloading and proprietary compression Standard Banner A Standard Banner consists of an image or Flash file that loads together with the page. Video Extender The video extender format developed by MediaMind allows viewers to play with the size and shape of video ads in real time. Social Ads (Widgets) Widgets allow users to opt in and spread your brand message virally across the web, taking advantage of the social nature of the web. Messenger Expandable Banner The Messenger Ad runs in the contact list of the most popular instant messaging services; nearly half a billion people worldwide are IM users, giving IM advertising tremendous reach and branding
  24. 24. CarouselThe carousel format allows users to interact with an endless number ofproducts that can be dynamically updated by the advertiser even after thecampaign is live.Sidekick AdAfter initiated by the user, the entire page scrolls to the left revealing amicrosite in the wings. Really cool, and a groundbreaking media first.Eyeblaster TVThe Eyeblaster TV video unit appears at the bottom right of a user’s monitorrunning 30 or 60-second TV commercials, with audio options, page scrollingfeatures and ad frequency controls.Homepage TakeoverThe Homepage Takeover provides maximum exposure for a time-sensitiveadvertising message.Synchronized AdsThe Synchronized Ads format allows different types of ads to interact witheach other.Full Screen VideoUse a full screen video to excite and engage your audience. 
  25. 25. In Stream, Pre RollVideo or Flash ads played before, during, or after a video-content session .VideoStripThe VideoStrip plays video within the confines of the banner, enticing users tointeract and learn more.Pushdown BannerThe Pushdown Banner starts in a banner space and then either automaticallyor upon user initiation, expands outside of the banner by pushing the contentimmediately below the ad downwards.Minisite AdsA mini-site, or micro-site, launches an additional Flash movie upon userrequest from your ad, in place of a click-through. Clients often use mini-sites tocommunicate specialized informationCommercial BreakA full-page transitional ad, the Commercial Break plays video or Flashanimation within the active browser window before a new page loads.Sometimes referred to as an “intromercial”
  26. 26. Reference: Ad Unit & Rich Media Guidelines: