This document discusses rich media banners and their interactivity. It begins by defining different levels of interactivity, from user-to-user to user-to-system. It then provides guidelines for rich media creatives, defining them as advertisements that users can interact with. Examples of rich media formats are provided, like expandable banners, video ads, and floating ads. The document also reviews IAB ad size and animation length recommendations.

1. Rich Media
Banner
Multimedia Design

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. “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. Rich Media Creative Guidelines
With the advent of new and improved advertising technologies, rich media
has developed into a popular format for reaching and engaging consumers
because the technologies allow the consumer to interact with the creative
asset.
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 with
various 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 advertisements
where the associated content is not streaming in a player environment.

5. Screenshot of advertisement
(rich media banner on a
webpage)

6. Additional Considerations: CPU Usage
In contrast to file size, the complexity of drawings, gradients, slow moving
animations and detailed moving elements can affect the number of
calculations 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. The Guidelines

9. Internet Advertising Board -
Standard Ads Size
The IAB Ad Unit Guidelines concern animated in-page display ads, such as
standard Flash files, flat JPGs, or animated GIFs.
The IAB Ad Unit Guidelines are intended for marketers, agencies and media
companies for use in the creating, planning, buying and selling of interactive
marketing and advertising.

10. Note: All Dimensions are in pixels
Rectangles 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

11. Note: All Dimensions are in pixels
Banners 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

12. Note: All Dimensions are in pixels
Skyscrapers
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

13. Examples

14. Examples

15. Ad server market structure
This is a lists of top ad server vendors in 2008 with figures in millions of viewers
published in an Attributor survey. Since 2008 Google controls estimated 69% of
the 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

16. 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.

17. By Default
On Rollover

18. Video Ads
Video ads incorporate streaming video to create a
rich 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 is
to 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, with
your existing creative.

20. Floating Ads
The Floating Ad appears to “float” over web page
content 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 the
users attention to a separate ad unit.
Designed in Flash, these high impact ads can be
used in conjuction with a standard Flash banner or
Expandable Banner ad.

21. By Default
Floating ads

22. Tear Back ads
Tear Back or Peel Back ads start in one corner of the
web page, and upon mouseover, expand to cover
the web page.
Peel Backs are a fun way to get the user's attention.
An initial ad resides in the upper right corner of the
page. On click, the ad tears down to reveal a full
page ad (back page). You can include anything
In most cases, a third party technology is used to
serve the ads such as DART Motif, PointRoll, Atlas,
Eyeblaster and Yahoo Rich Media.

24. Flash Interactive Banner Ads
Flash interactive banners entice the user to mouse
over the ad, revealing additional information or call
to action.
Interactive Flash banner ads take the ever popular
Flash banner ad and supercharge it. Once the user
rolls over the ad, any number of things can happen
within the allotted ad space. Increase messaging
by showing additional frames upon interaction.
Incorporate a game, or video, or your terms and
conditions.
• 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.

25. Flash Interactive
Banner Ads Example

26. Another Ad Formats
by 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

27. Carousel
The carousel format allows users to interact with an endless number of
products that can be dynamically updated by the advertiser even after the
campaign is live.
Sidekick Ad
After initiated by the user, the entire page scrolls to the left revealing a
microsite in the wings. Really cool, and a groundbreaking media first.
Eyeblaster TV
The Eyeblaster TV video unit appears at the bottom right of a user’s monitor
running 30 or 60-second TV commercials, with audio options, page scrolling
features and ad frequency controls.
Homepage Takeover
The Homepage Takeover provides maximum exposure for a time-sensitive
advertising message.
Synchronized Ads
The Synchronized Ads format allows different types of ads to interact with
each other.
Full Screen Video
Use a full screen video to excite and engage your audience.

28. In Stream, Pre Roll
Video or Flash ads played before, during, or after a video-content session .
VideoStrip
The VideoStrip plays video within the confines of the banner, enticing users to
interact and learn more.
Pushdown Banner
The Pushdown Banner starts in a banner space and then either automatically
or upon user initiation, expands outside of the banner by pushing the content
immediately below the ad downwards.
Minisite Ads
A mini-site, or micro-site, launches an additional Flash movie upon user
request from your ad, in place of a click-through. Clients often use mini-sites to
communicate specialized information
Commercial Break
A full-page transitional ad, the Commercial Break plays video or Flash
animation within the active browser window before a new page loads.
Sometimes referred to as an “intromercial”

29. Reference:
http://www.theoremcreations.com/ppc/rich_media.php
http://www.mediamind.com/content.aspx?page=ad_formats
http://en.wikipedia.org/wiki/Online_advertising
IAB Ad Unit & Rich Media Guidelines:
http://www.iab.net/iab_products_and_industry_services/508676/508767/Rich_Media
http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit