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Have you ever wondered how the banner ad came to be? Kris will give a potted history of online advertising and explain why the web, in all its wonder, still has the ugliest advertising of any medium. She'll also talk about some of the approaches people are using to (hopefully) change this for good.
Have you ever wondered how the banner ad came to be? Kris will give a potted history of online advertising and explain why the web, in all its wonder, still has the ugliest advertising of any medium. She'll also talk about some of the approaches people are using to (hopefully) change this for good.
5.
IAB Standard Ad Units
• 468 x 60 - Full Banner
• 392 x 72 - Full Banner with
Vertical Navigation Bar
• 234 x 60 - Half Banner
• 125 x 125 - Square Button
• 120 x 90 - Button #1
• 120 x 60 - Button #2
• 88 x 31 - Micro Button
• 120 x 240 - Vertical Banner
6.
Ad Milestones
• 1996 - Yahoo debuts
search ads
• 2000 - Google
introduces AdWords
• 2002-2004 - IAB adds
11 more standards
• 2005 - Facebook
invents social ads
• 2008 - IAB adds standards
for video ads (and
YouTube invents the pre-
roll)
• 2009 - Birth of “native”
• 2011 - IAB adds standards
for mobile ads
• 2012 and onwards - Rise
of programmatic
9.
–Joe McCambley
“Since then, hundreds of trillions of rotten,
crappy banner experiences have taught us that
even looking at the right hand column of a web
site is dumb.”
10.
• Pay per impression leads to excessive pagination
• Pay per click leads to scammy ads
• Adblock - between 25-44% of users
• Creepy - tracking users across sites
15.
Summary
• Banner ads were developed with the best of
intentions… but they don’t work anymore.
• We’re still figuring out what does work.
• Native is pretty popular - but blurs line between
advertising and editorial.
• Responsive is coming - but hurdles to selling and
implementation.