Punch the Monkey - Why (Some) Banner Ads Suck

Kristine Howard
Kristine HowardDirector of Developer Relations at YOW! Australia
Punch the Monkey
Why (some) banner ads suck
The early 90’s
Punch the Monkey - Why (Some) Banner Ads Suck
Punch the Monkey - Why (Some) Banner Ads Suck
1994
The Age of the Browser
Punch the Monkey - Why (Some) Banner Ads Suck
Punch the Monkey - Why (Some) Banner Ads Suck
Punch the Monkey - Why (Some) Banner Ads Suck
1996
Rise of the Ad Networks
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
Punch the Monkey - Why (Some) Banner Ads Suck
Punch the Monkey - Why (Some) Banner Ads Suck
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
Problems with Ads
Ugly
–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.”
• 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
Device Proliferation
Solutions?
Punch the Monkey - Why (Some) Banner Ads Suck
Native
Responsive
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.
Punch the Monkey - Why (Some) Banner Ads Suck
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Punch the Monkey - Why (Some) Banner Ads Suck

  • 1. Punch the Monkey Why (some) banner ads suck
  • 5. 1994 The Age of the Browser
  • 9. 1996 Rise of the Ad Networks
  • 10. 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
  • 13. 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
  • 15. Ugly
  • 16. –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.”
  • 17. • 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
  • 23. 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.