1.
Punch the Monkey
Why (some) banner ads suck

2.
The early 90’s

3.
1994
The Age of the Browser

4.
1996
Rise of the Ad Networks

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

7.
Problems with Ads

8.
Ugly

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

11.
Device Proliferation

12.
Solutions?

13.
Native

14.
Responsive

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.