Stretch. Use HTML5 or similar technology to dynamically adjust the size of a creative asset to fit the space available. Swap. Assemble the ad dynamically selecting creative assets from a package of components to suit the ad opportunity.
Secrets of Effective Online Display Advertising
Secrets of Effective Display Advertising Ashutosh K. & Arunima S. | Y! DESIGN
We will talk about...Current Trends in Display AdvertisingChanging Device Usage PatternImpact of Emerging TechnologiesCross-Device Advertising RequirementsWhat Advertisers NeedBest practices for Effective Display Advertising•Applying UX Principles•Engaging Users•Integrating with Social Media•Leveraging Device Capabilities•Beyond Display Advertising
$8.72 billion US Ad spend in Q2 201220 billion Daily Ad Impressions by Yahoo!
Online Advertising vs TraditionalAdvertising Better results through wider AND instant coverage Measurable and easiness to track the conversion Easier reach to Multiple Geographies HIGHLY Targeted audiences for profitable and relevant leads Better ROI - Pay for only qualified leads, clicks or impressions. 81% users don’t mind clicking relevant ADs when they get free content. -Research
Trends in Display Ad Spend (USA) For the first time ONLINE spend is taking over the PRINT spend It is projected to increase steadily Static display ads will be passé Rich media AND Video ads will grow consistently
Changing Device Usage Pattern Smart phone and tablet users are increasing ~50+% of internet users App downloaders and users are growing steadily ~80+% of internet users
Changing Device Usage Pattern Smart Phones and tablet are being used increasingly as companion devices.
Across Devices - the responsiveneeds Responsive creatives need a different perspective of ad designer Need to think more in terms of resizable modular components
The Responsive Ad Creative A responsive Ad optimizes the Size and look and feel to fit the targeted screen size. Displays responsive Behavior suited for device capability - touch, swipe , shake, tilt.
Emerging Technologies and Display Advertising HTML5 - Cross device support and....Canvas for handling Media instead of 3rd party plug-insGeolocation for location based targeting Acceptance for accelerometer/ webcam/ audio inputs CSS3 Transitions, Transforms and Animations
What Advertisers Want?First, understand the goal of a specific Advertising....-To build product awareness-- To build brand’s image-To sell products directly-- To generate sales leads
How to Make Effective Display Ads Provide rich visual and interactive experience Create Dynamic Ads instead of static creative Engage with customers...sale | countdown timer | targeted offers | day-parting Leverage social media features Innovate with Device capabilities
Provide rich visuals and interactivity Make a Clutter free composition Provide Clear call to action Let users feel good aesthetically Use suggestive symbolism Communicating the superlative aspects
Static vs Dynamic Ad Creatives Static Creative All targeted users will see same Ad Users will see Ads matching with their search Intent Occasion based Messages Products based on SEARCH Re-Targeting Localized Address
Engage with Customers Act now on Lead Timed & Free Offer! Generation Participatory Know more ! Advertising
Leverage social media featuresSocial Validation“ Microsoft says the ads delivered a 6.3 percent lift in purchase intent and 13.5percent lift in unaided brand awareness. “Connect
Leverage social media features Pin it !Friend endorsement Tweet it !
Design with ( and for ) Device Capabilities Multi-touch and gestural inputs Precise user location detection Device positioning & motion Audio: input from a microphone Video & image: capture/input via camera Device connections: between devices Proximity: closeness to physical objects Ambient Light: light/dark awareness Gyroscope: 360 degrees of motion Dual cameras: front & back facing