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Every Picture Tells A Story - The Role Of Image Based Ads In The Biddable Media Landscape
Image based ads are an important part of media buying. In this presentation are shared some ideas on what makes a good image ad and what doesn't.
Every Picture Tells A Story - The Role Of Image Based Ads In The Biddable Media Landscape
- 1. Every picture tellsa story JIM BANKS – GLOBAL HEAD OF BIDDABLE MEDIA CHEAPFLIGHTS
- 2. 2 About Me Started inindustry in 1999 Sold PPC agency in 2006 Blackest of black hats Sold affiliate network in 2009 Spent in excess of $100,000,000 on media…..so far Over 1500 sites worked on Kelvin asked me – and who can refuse Kelvin? @jimbanks #biddableworld
- 3. 3 Cheapflights Founded c.1995 Work withsignificant number of airlines and agents Generate a lot of SEO traffic Buy a lot of biddable media Data-driven organisation We fail…fast and often @jimbanks #biddableworld
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- 6. 6 The “Bears” doingDambusters @jimbanks #biddableworld
- 7. 7 The “Bears” eatingChinese food @jimbanks #biddableworld
- 8. 8 The “Bears” gettingthe cool look on @jimbanks #biddableworld
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- 11. 11 The Clockwork Orangelook @jimbanks #biddableworld
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- 16. Graphical Ads –Why they work They don’t look like ads They tell a story They resonate with you They are shocking They are different They zig, when everyone else zags @jimbanks #biddableworld 16
- 17. 17 They don’t looklike ads Both are 720 x 90 banner ads…yes… 720 not 728 @jimbanks #biddableworld
- 18. 18 They tell astory @jimbanks #biddableworld
- 19. 19 They resonate withyou @jimbanks #biddableworld
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- 22. Graphical Ads –Why they don’t work They bore you They get in the way of what you are doing They are “you-centric” They get blocked @jimbanks #biddableworld 22
- 23. 23 They bore you *Allprofessional services providers are dull as dishwater advertisers @jimbanks #biddableworld
- 24. They get inthe way of what you are doing @jimbanks #biddableworld You go to Facebook to : Be informed Be entertained Laugh at cats Stalk ex-partners Mock friends selfies 24
- 25. 25 They are “you-centric” Havea question about <insert ailment here> We have the zzzzz in Zzzz, yawn…. @jimbanks #biddableworld
- 26. 26 They get blocked Ad-blockersget in the way IAB sizes 468 x 60 120 x 600 160 x 600 300 x 250 728 x 90 180 x 150 Make your dimensions different @jimbanks #biddableworld
- 27. 27 Some tests youcan do.. This is not an exhaustive list, but should get your creative juices going… @jimbanks #biddableworld
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- 30. 30 Standard or irregularshape? @jimbanks #biddableworld
- 31. 31 Familiar look ornot? @jimbanks #biddableworld
- 32. 32 Buttons or “text”buttons? @jimbanks #biddableworld
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- 35. 35 Stock photos ornatural? @jimbanks #biddableworld
- 36. 36 Fake interaction orstatic? @jimbanks #biddableworld
- 37. 37 Beauty or thebeast? @jimbanks #biddableworld
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- 40. 40 The bottom line Testwhat works best for your vertical Make sure you understand and use an attribution model Decide if ads are Direct response or brand awareness Network restrictions on type of ads/images/size Direct media buy is my preferred option – after a test buy with a network @jimbanks #biddableworld
- 41. 41 Tools you canuse Fiverr.com 4mads.com SiteScout.com (adserver and RTB) WhatRunsWhere.com @jimbanks #biddableworld
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- 47. Special Promotion for BiddableWorld attendees 3 months of WhatRunsWhere.com for the price of 2 (saving $249) Use promo code - banksoffer (so they know Jim sent you) @jimbanks #biddableworld 47
- 48. 48 Thanks for listening Getin touch – Email – Jim.Banks@cheapflights.com Twitter - @jimbanks Google+ - +JimBanks LinkedIn – www.linkedin.com/in/jimbanks @jimbanks #biddableworld