Best of DisplayMake a good impression
Best of DisplayMake a good impression
Best of DisplayMake a good impression
“If I were starting life over again, I am inclined to think thatI would go into the advertising business in preference toa...
“If I were starting life over again, I am inclined to think thatI would go into the advertising business in preference toa...
Display basic formats                        Leaderboard
Display basic formats                        Leaderboard                        MPU
Display basic formats                        Leaderboard                        MPU                        Skyscraper
Display Advertising - What’s it good for?
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less in...
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less in...
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less in...
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less in...
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less in...
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less in...
Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less in...
Some Principles
Some Principles• Take the creative to the consumer• The richer the media the richer the experience
Some Principles• Take the creative to the consumer• The richer the media the richer the experience• Always be contextual• ...
Take the creative to the consumer
Take the creative to the consumer• Rich media allows us to take any content to where they already are
Take the creative to the consumer• Rich media allows us to take any content to where they already are• Our websites aren’t...
Take the creative to the consumer• Rich media allows us to take any content to where they already are• Our websites aren’t...
The richer the media the richer the experience
The richer the media the richer the experience• Treat online media space like any other creative medium. The more  canvas ...
The richer the media the richer the experience• Treat online media space like any other creative medium. The more  canvas ...
The richer the media the richer the experience• Treat online media space like any other creative medium. The more  canvas ...
The richer the media the richer the experience• Treat online media space like any other creative medium. The more  canvas ...
Be contextual Rich media should always be designed to communicate with contextual relevance to our audience, who they are ...
Beware context
Beware context
Don’t simply advertise, interactWhat’s special to online isresponse.It’s the best advertising channel totalk to our audien...
Utilise the features
Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.
Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.We can have multi...
Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.We can have multi...
Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.We can have multi...
Synchronised banners (roadblocks)Synchronised placements allowsus to tell a story within a page.Within one placement we ca...
Video in bannerBroadband allows more video TV spots, product demos & trailers.Allow instant feedback with commenting acros...
Webcams in banners
Webcams in banners
Games in banners
Better games
Video innovations
Widget bannersWithin media banners we can either aggregate content which is dynamicallyupdated. These could include video,...
Widget bannersWithin media banners we can either aggregate content which is dynamicallyupdated. These could include video,...
Live data
Site SkinsPublishers often allow full page reskins and animations of their pages
Over the Page. Interruptive but effective when targeted
Over the Page. Interruptive but effective when targeted
Data captureWe can take any format of creative to users. Competitions, online booking,registration or any other online fun...
Expanding AdsMost online creative placements are small (300x250 & 728x90 pixels).Expanding banners means we can double our...
Ads that stalk you
Cookies
Cookies
CookiesSmall text files stored in the browser which tell a Web site how many timesyou’ve been to a specific site and what so...
“Click through rates are 400-600% higher than standardbanner ads.” Michael Steckler, Criteos UK Managing Director
Retargeting Ads
Office retargeting campaign• Office’s focus was purely  on customer conversion• They wanted to do this in a  smart, highly t...
Office results“The personalised retargeting service that allows us to target consumers basedon their behaviour on our site,...
Welcome to the future...
Beware Cookies
Beware Cookies
Best in displayWhat to look for:•   Immediate engagement or strong call to engage• Unique interactivity• Contextual releva...
Dynamic AdsWhat’s exciting is dynamic functionality. This allows us to changeinformation in an online ad in a manner of mi...
and we haven’t even looked at Uniqlo or Facebook
It’s not always about the technology
Outdoor can be interactive too
Outdoor can be interactive too
But then that’s always been the way
Other banners to check out...Browser shake - Burger KingContextual Expander - Absolut KravitsMouse Tracking - MTV GroupieU...
Some things to look out for• Google display• Ad exchanges• Facebook ads• Real-time• Location based• Data data data
Display resources• http://www.bannerblog.com.au/• http://creativezone.mediamind.com/• http://www.flashtalking.net/• 12 medi...
10 horrific display placements
Network      Adad-servers   exchange
Network A               Network B            Network C
Network A               Network B            Network C
What	  to	  do?
...beyond	  the	  last	  click
The	  hero	  last	  click
The	  hero	  last	  click
The	  hero	  last	  click                               Last	  click
The	  hero	  last	  click                               Last	  click
The	  hero	  last	  click                        Important	  click   Last	  click
Content	  Behavioural	  Marke>ngCustomers	  who	  visit	  finance	  related	  sites	  are	  iden>fied	  as	  “in-­‐market”	 ...
Purchase	  Intent	  Behavioural	  Marke>ngCustomers	  who	  visited	  your	  site	  (from	  anywhere)	  can	  be	  retarge...
Purchase	  Intent	  Behavioural	  Marke>ngCustomers	  who	  visited	  your	  site	  (from	  anywhere)	  can	  be	  retarge...
Those	  brands	  that	  do	  however,	  recognise	  the	  power	  of	  rich	  content
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
Display advertising 2011
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Display advertising 2011

  1. 1. Best of DisplayMake a good impression
  2. 2. Best of DisplayMake a good impression
  3. 3. Best of DisplayMake a good impression
  4. 4. “If I were starting life over again, I am inclined to think thatI would go into the advertising business in preference toalmost any other. The general raising of standards of moderncivilization among all groups of people during the past half-century would have been impossible without that spreadingof the knowledge of higher standards by means ofadvertising.”
  5. 5. “If I were starting life over again, I am inclined to think thatI would go into the advertising business in preference toalmost any other. The general raising of standards of moderncivilization among all groups of people during the past half-century would have been impossible without that spreadingof the knowledge of higher standards by means ofadvertising.” Franklin D. Roosevelt
  6. 6. Display basic formats
  7. 7. Display basic formats Leaderboard
  8. 8. Display basic formats Leaderboard MPU
  9. 9. Display basic formats Leaderboard MPU Skyscraper
  10. 10. Display Advertising - What’s it good for?
  11. 11. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging
  12. 12. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less investment than search but...
  13. 13. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less investment than search but... ...people only search when they know something exists
  14. 14. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less investment than search but... ...people only search when they know something exists• Tests found 4 rules for what can grab attention for banners:
  15. 15. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less investment than search but... ...people only search when they know something exists• Tests found 4 rules for what can grab attention for banners:• Integration into the editorial content
  16. 16. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less investment than search but... ...people only search when they know something exists• Tests found 4 rules for what can grab attention for banners:• Integration into the editorial content• Rich Media
  17. 17. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less investment than search but... ...people only search when they know something exists• Tests found 4 rules for what can grab attention for banners:• Integration into the editorial content• Rich Media• Annoying stuff
  18. 18. Display Advertising - What’s it good for?• Entertaining experiences, best when interactive, timely & engaging• Far less investment than search but... ...people only search when they know something exists• Tests found 4 rules for what can grab attention for banners:• Integration into the editorial content• Rich Media• Annoying stuff• High relevance of message
  19. 19. Some Principles
  20. 20. Some Principles• Take the creative to the consumer
  21. 21. Some Principles• Take the creative to the consumer• The richer the media the richer the experience
  22. 22. Some Principles• Take the creative to the consumer• The richer the media the richer the experience• Always be contextual
  23. 23. Some Principles• Take the creative to the consumer• The richer the media the richer the experience• Always be contextual• Don’t simply advertise, interact
  24. 24. Some Principles• Take the creative to the consumer• The richer the media the richer the experience• Always be contextual• Don’t simply advertise, interact• Utilise the features
  25. 25. Take the creative to the consumer
  26. 26. Take the creative to the consumer• Rich media allows us to take any content to where they already are
  27. 27. Take the creative to the consumer• Rich media allows us to take any content to where they already are• Our websites aren’t necessarily the creative hub, our online media is often the key platform where we can communicate anything and everything
  28. 28. Take the creative to the consumer• Rich media allows us to take any content to where they already are• Our websites aren’t necessarily the creative hub, our online media is often the key platform where we can communicate anything and everything• Where do we drive to?
  29. 29. Take the creative to the consumer• Rich media allows us to take any content to where they already are• Our websites aren’t necessarily the creative hub, our online media is often the key platform where we can communicate anything and everything• Where do we drive to?
  30. 30. Take the creative to the consumer• Rich media allows us to take any content to where they already are• Our websites aren’t necessarily the creative hub, our online media is often the key platform where we can communicate anything and everything• Where do we drive to?• If online media now becomes our conversation then we can drive to a platform where the person can continue the conversation-Facebook, YouTube, blogs, forums, Twitter etc.
  31. 31. The richer the media the richer the experience
  32. 32. The richer the media the richer the experience• Treat online media space like any other creative medium. The more canvas space there is to play with the richer content we can provide.
  33. 33. The richer the media the richer the experience• Treat online media space like any other creative medium. The more canvas space there is to play with the richer content we can provide.• So we’re looking for high impact placements with:
  34. 34. The richer the media the richer the experience• Treat online media space like any other creative medium. The more canvas space there is to play with the richer content we can provide.• So we’re looking for high impact placements with:• High file size 100kb with 1-2.2mb video
  35. 35. The richer the media the richer the experience• Treat online media space like any other creative medium. The more canvas space there is to play with the richer content we can provide.• So we’re looking for high impact placements with:• High file size 100kb with 1-2.2mb video• Large banner formats - marquee placements, expanding banners & page take overs
  36. 36. The richer the media the richer the experience• Treat online media space like any other creative medium. The more canvas space there is to play with the richer content we can provide.• So we’re looking for high impact placements with:• High file size 100kb with 1-2.2mb video• Large banner formats - marquee placements, expanding banners & page take overs• Audio & video
  37. 37. The richer the media the richer the experience• Treat online media space like any other creative medium. The more canvas space there is to play with the richer content we can provide.• So we’re looking for high impact placements with:• High file size 100kb with 1-2.2mb video• Large banner formats - marquee placements, expanding banners & page take overs• Audio & video• Synchronised placements telling a story between banners
  38. 38. Be contextual Rich media should always be designed to communicate with contextual relevance to our audience, who they are and where they are.Online allows us to be extremelytargeted in who we are talking toand in what space we are talking tothem. From there we caneffectively shape what we wish tosay to them in that space.
  39. 39. Beware context
  40. 40. Beware context
  41. 41. Don’t simply advertise, interactWhat’s special to online isresponse.It’s the best advertising channel totalk to our audience and they cantalk right back. This conversationmay be through a game, a videorating, a competition entry, a musicdownload or video upload.The medium allows immediacy andthere are endless ways to utilise it.
  42. 42. Utilise the features
  43. 43. Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.
  44. 44. Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.We can have multiple messages served in any order in any situation.
  45. 45. Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.We can have multiple messages served in any order in any situation.We can further measure every interaction and then track the consumerpath.
  46. 46. Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.We can have multiple messages served in any order in any situation.We can further measure every interaction and then track the consumerpath.Data becomes extremely powerful for us to further optimise and becomeeven more relevant.
  47. 47. Utilise the featuresOnline offers an amazing number of ways to control and measuremessaging and tracking.We can have multiple messages served in any order in any situation.We can further measure every interaction and then track the consumerpath.Data becomes extremely powerful for us to further optimise and becomeeven more relevant.
  48. 48. Synchronised banners (roadblocks)Synchronised placements allowsus to tell a story within a page.Within one placement we canengage using multiple rich assetsincluding gaming, video andcontent downloads.
  49. 49. Video in bannerBroadband allows more video TV spots, product demos & trailers.Allow instant feedback with commenting across YouTube and Facebook.
  50. 50. Video in bannerBroadband allows more video TV spots, product demos & trailers.Allow instant feedback with commenting across YouTube and Facebook.
  51. 51. Webcams in banners
  52. 52. Webcams in banners
  53. 53. Games in banners
  54. 54. Better games
  55. 55. Video innovations
  56. 56. Widget bannersWithin media banners we can either aggregate content which is dynamicallyupdated. These could include video, product info, games or any user createdcontent. Due to size this interface could be pushed through any online admedium
  57. 57. Widget bannersWithin media banners we can either aggregate content which is dynamicallyupdated. These could include video, product info, games or any user createdcontent. Due to size this interface could be pushed through any online admedium
  58. 58. Live data
  59. 59. Site SkinsPublishers often allow full page reskins and animations of their pages
  60. 60. Over the Page. Interruptive but effective when targeted
  61. 61. Over the Page. Interruptive but effective when targeted
  62. 62. Data captureWe can take any format of creative to users. Competitions, online booking,registration or any other online functionality.Why drive people to a competition site when we can get the data where theyare?
  63. 63. Expanding AdsMost online creative placements are small (300x250 & 728x90 pixels).Expanding banners means we can double our canvas size.
  64. 64. Ads that stalk you
  65. 65. Cookies
  66. 66. Cookies
  67. 67. CookiesSmall text files stored in the browser which tell a Web site how many timesyou’ve been to a specific site and what sort of sites you visit.
  68. 68. “Click through rates are 400-600% higher than standardbanner ads.” Michael Steckler, Criteos UK Managing Director
  69. 69. Retargeting Ads
  70. 70. Office retargeting campaign• Office’s focus was purely on customer conversion• They wanted to do this in a smart, highly targeted and measurable way.• Ad serving priority was focused on those visitors that spent the most time browsing without buying on their site
  71. 71. Office results“The personalised retargeting service that allows us to target consumers basedon their behaviour on our site, has enabled us to be very smart and flexible withour online ad spend. Also, the fact that the CPC model is a low risk and high-impact ensures we only pay for very strong leads – those that click through toour site.” Corinne Poggi, eCommerce ManagerOver the last year Office’s revenue from redirected ads has increased by 185%and clicks are up 206%.
  72. 72. Welcome to the future...
  73. 73. Beware Cookies
  74. 74. Beware Cookies
  75. 75. Best in displayWhat to look for:• Immediate engagement or strong call to engage• Unique interactivity• Contextual relevance• A click is not required to be sold on the brand• Wow factor
  76. 76. Dynamic AdsWhat’s exciting is dynamic functionality. This allows us to changeinformation in an online ad in a manner of minutes.Tactically we can be extremely responsive in our online communicationand respond immediately to market and competitions changes.Contextually we can offer messaging that directly responds to currentaffairs as they’re happening.
  77. 77. and we haven’t even looked at Uniqlo or Facebook
  78. 78. It’s not always about the technology
  79. 79. Outdoor can be interactive too
  80. 80. Outdoor can be interactive too
  81. 81. But then that’s always been the way
  82. 82. Other banners to check out...Browser shake - Burger KingContextual Expander - Absolut KravitsMouse Tracking - MTV GroupieUser initiated roadblock with video - 300Video in banners - Miami VicePrint Voucher from banner - Burger King
  83. 83. Some things to look out for• Google display• Ad exchanges• Facebook ads• Real-time• Location based• Data data data
  84. 84. Display resources• http://www.bannerblog.com.au/• http://creativezone.mediamind.com/• http://www.flashtalking.net/• 12 media buys creatives will love• The IAB for formats• http://www.youronlinechoices.com
  85. 85. 10 horrific display placements
  86. 86. Network Adad-servers exchange
  87. 87. Network A Network B Network C
  88. 88. Network A Network B Network C
  89. 89. What  to  do?
  90. 90. ...beyond  the  last  click
  91. 91. The  hero  last  click
  92. 92. The  hero  last  click
  93. 93. The  hero  last  click Last  click
  94. 94. The  hero  last  click Last  click
  95. 95. The  hero  last  click Important  click Last  click
  96. 96. Content  Behavioural  Marke>ngCustomers  who  visit  finance  related  sites  are  iden>fied  as  “in-­‐market”  and  shown  your  ad  as  they  con>nue  their  journey  online
  97. 97. Purchase  Intent  Behavioural  Marke>ngCustomers  who  visited  your  site  (from  anywhere)  can  be  retargeted  to  ensure  your  message  is  sustained,  leading  them  back  to  your  site
  98. 98. Purchase  Intent  Behavioural  Marke>ngCustomers  who  visited  your  site  (from  anywhere)  can  be  retargeted  to  ensure  your  message  is  sustained,  leading  them  back  to  your  site
  99. 99. Those  brands  that  do  however,  recognise  the  power  of  rich  content

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