Display advertising 2011

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Creative display in action

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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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