Punch the Monkey - Why (Some) Banner Ads Suck
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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.
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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
- 19. Solutions?
- 21. Native
- 22. Responsive
- 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.