Common Digital Advertising Formats of 2012

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  • This presentation covers a brief overview of a few different types of Digital Display and Digital Video ads. It’s important to remember that digital media is constantly evolving and new trends are emerging all of the time. This is a snapshot of the current popular formats as of October 2012.
  • This example of Yahoo’s homepage highlights a few ways that digital ads are displayed in an online environment. AT&T presents a standard Flash ad in a rectangle format in a prominent page position above-the-fold. Below, State Farm and Booking.com have less prominent, smaller ads on the Yahoo Homepage. Above-the-fold means that the ad is visible upon page load – without any scrolling needed by the user. This placement is more valuable than ads that are placed below-the-fold.
  • A simple image can be used for a digital ad. The very first digital ads were, in fact, simple images in gif or jpeg formats. Flash ads are animated units that do not expand upon interaction. Flash ads typically animate for fifteen seconds, and include an call to action such as, “Click here to learn more.”Rich media ads offer more user engagement, such as interaction, expansion, longer animation times, data collection, a game, or video content. These types of ads are more expensive to develop and serve, however garner more user engagement.
  • A simple image can be used for a digital ad. The very first digital ads were, in fact, simple images in gif or jpeg formats. Flash ads are animated units that do not expand upon interaction. Flash ads typically animate for fifteen seconds, and include an call to action such as, “Click here to learn more.”Rich media ads offer more user engagement, such as interaction, expansion, longer animation times, data collection, a game, or video content. These types of ads are more expensive to develop and serve, however garner more user engagement.
  • A simple image can be used for a digital ad. The very first digital ads were, in fact, simple images in gif or jpeg formats. Flash ads are animated units that do not expand upon interaction. Flash ads typically animate for fifteen seconds, and include an call to action such as, “Click here to learn more.”Rich media ads offer more user engagement, such as interaction, expansion, longer animation times, data collection, a game, or video content. These types of ads are more expensive to develop and serve, however garner more user engagement.
  • There are three standard banner sizes. The IAB, or Interactive Advertising Bureau, sets the standard for what types of ads publishers should offer, and the specifications on how advertisers should build the ads.
  • In-text ads expand when a user scrolls over or clicks one of the select keyword terms. In this example, Hellmanns has selected the term “potato salad” to serve as a text link to the Hellmannsad.The advertiser develops a keyword list, then ads appear on various pages across the web that include those same keywords in a contextually-relevant environment.
  • There are several ways to use a video within a digital ad.In-Stream Video is played within a video player.  Examples are pre-roll video, post-roll video, or page takeovers. Generally, preroll is not-skippable and plays before a users views video content. Preroll video is very prevalent on YouTube. In-Banner Video is displayed in banners. Best practices call for in-banner video to be user-initiated, meaning a user has to roll over or click to watch instead of the video automatically playing upon a page load. In-Text Video is generally user-initiated and triggered by relevant highlighted words within content. Similar to the Hellmanns ad on the previous slide.
  • There are several ways to use a video within a digital ad.In-Stream Video is played within a video player.  Examples are pre-roll video, post-roll video, or page takeovers. Generally, preroll is not-skippable and plays before a users views video content. Preroll video is very prevalent on YouTube. In-Banner Video is displayed in banners. Best practices call for in-banner video to be user-initiated, meaning a user has to roll over or click to watch instead of the video automatically playing upon a page load. In-Text Video is generally user-initiated and triggered by relevant highlighted words within content. Similar to the Hellmanns ad on the previous slide.
  • There are several ways to use a video within a digital ad.In-Stream Video is played within a video player.  Examples are pre-roll video, post-roll video, or page takeovers. Generally, preroll is not-skippable and plays before a users views video content. Preroll video is very prevalent on YouTube. In-Banner Video is displayed in banners. Best practices call for in-banner video to be user-initiated, meaning a user has to roll over or click to watch instead of the video automatically playing upon a page load. In-Text Video is generally user-initiated and triggered by relevant highlighted words within content. Similar to the Hellmanns ad on the previous slide.
  • There are several ways to use a video within a digital ad.In-Stream Video is played within a video player.  Examples are pre-roll video, post-roll video, or page takeovers. Generally, preroll is not-skippable and plays before a users views video content. Preroll video is very prevalent on YouTube. In-Banner Video is displayed in banners. Best practices call for in-banner video to be user-initiated, meaning a user has to roll over or click to watch instead of the video automatically playing upon a page load. In-Text Video is generally user-initiated and triggered by relevant highlighted words within content. Similar to the Hellmanns ad on the previous slide.
  • Here is an example of a Video Player Overlay. Within a video, a transparent overlay rises from the bottom of the video player screen. In this example, a rectangle companion unit accompanies the video, increasing the impact.
  • Video players can also be skinned, such as in this example for Hot Pockets Snackers. The purpose of the skin is to increase the visibility of unit, and provide more brand impact.
  • Coming back to Preroll and Post roll video, here is an example of a preroll unit along with a 300x250 companion unit, which serves to increase the video’s impact and convey the call-to-action. In this case, the call to action is to “find out more at www.ovaltineusa.com.”
  • Interactive preroll video allows the viewer to engage with the video unit, combining rich media functionality with video. Upon interaction, the video pauses and an interactive overlay appears. The overlay could include links, more info about the product, a game, a store finder, or a data collection field such as an email address.
  • (READ)
  • Investing in your desired outcome requires striking a balance between the budget, the desired outcome, and the types of digital media used to convey the message.
  • Common Digital Advertising Formats of 2012

    1. 1. Common Digital Advertising Formats of 2012 By Elizabeth Ballash
    2. 2. Types of Digital Ads
    3. 3. Banner Ad Units• Image (GIF or JPG)
    4. 4. Banner Ad Units• Image (GIF or JPG)• Flash (animated) > http://dev.marcusthomasllc.com/work/leanpockets/livefamously/vip_ 300x250.html
    5. 5. Banner Ad Units• Image (GIF or JPG)• Flash (animated) > http://dev.marcusthomasllc.com/work/leanpockets/livefamously/vip_ 300x250.html• Rich media (rollover/expandable ads) > http://demo.pointroll.com/PointRoll/AdDemo/CVS/HOT_DEAL_REFRE SH_PaperBoy_728x90_Exp_B_DerivePd10.asp
    6. 6. Standard Ad Sizes• There are three standard ad sizes. The dimensions are measured in pixels. > Leaderboard (728 x 90) > Medium rectangle (300 x 250) > Skyscraper (160 x 600) (not shown to scale)
    7. 7. In-Text Ads
    8. 8. Video Ad Formats
    9. 9. Video Ad Formats• In-stream video (pre-roll, post-roll) > Played or viewed from a player, in a browser
    10. 10. Video Ad Formats• In-stream video (pre-roll, post-roll) > Played or viewed from a player, in a browser• In-banner video > Displayed in an ad unit
    11. 11. Video Ad Formats• In-stream video (pre-roll, post-roll) > Played or viewed from a player, in a browser• In-banner video > Displayed in an ad unit• In-text video > User initiated and displayed in contextual ad
    12. 12. Video Player Overlay
    13. 13. Video Player Skin
    14. 14. Pre- and Post-Roll Video Pre-Roll Video• Advertiser’s video runs within the player before or after the website’s video content• Companion units surround player to increase advertiser’s impact Companion Units
    15. 15. Interactive Pre-Roll Video• Interactive pre-roll offers the viewer an opportunity to engage with the video unit, combining rich media functionality with video Pre-expansion (top) and post-expansion (bottom)
    16. 16. Custom Ad Units
    17. 17. What Is a Custom Ad Unit?• Falls outside traditional Flash or rich media unit• Often created by publisher• Brand team and agency provide assets
    18. 18. Custom Rich Media• http://demos.rovion.com/4f624d5fcfaa5.html• http://demo.pointroll.com/PointRoll/AdDemo/Kraft/Cheesecake_3 00x250_Exp_DerivePd1.asp
    19. 19. Investing in Your Desired Outcome • Increased • Increased Reach Custom Engagement • Less Contextual Experiences • Higher Costs Special Interest and Lifestyle Sites Premium Inventory, Sponsorships AdNetworks, Portals ROS Banners
    20. 20. Getting Started Must-Do’s
    21. 21. Getting Started Must-Do’s• Define desired consumer response > Think purchase funnel awareness, consideration, trial, repurchase, loyalty, recommendation
    22. 22. Getting Started Must-Do’s• Define desired consumer response > Think purchase funnel awareness, consideration, trial, repurchase, loyalty, recommendation• Ensure that a clear value exchange is offered that delivers on desired consumer response > Coupon, recipe, sweepstakes, video entertainment
    23. 23. Getting Started Must-Do’s• Define desired consumer response > Think purchase funnel awareness, consideration, trial, repurchase, loyalty, recommendation• Ensure that a clear value exchange is offered that delivers on desired consumer response > Coupon, recipe, sweepstakes, video entertainment• Make sure Brand, digital and media agencies work together > There are opportunities to use assets across many platforms.
    24. 24. Execution Ad Must-Do’s
    25. 25. Execution Ad Must-Do’s• Reduce clutter – use fewer elements in a banner – say more with fewer words
    26. 26. Execution Ad Must-Do’s• Reduce clutter – use fewer elements in a banner – say more with fewer words• Include a clear and concise call to action such as “click to enter” or “rollover to expand”
    27. 27. Execution Ad Must-Do’s• Reduce clutter – use fewer elements in a banner – say more with fewer words• Include a clear and concise call to action such as “click to enter” or “rollover to expand”• Clearly define rollover hot spots/tabs
    28. 28. Execution Ad Must-Do’s• Reduce clutter – use fewer elements in a banner – say more with fewer words• Include a clear and concise call to action such as “click to enter” or “rollover to expand”• Clearly define rollover hot spots/tabs• Maximize clickable areas/hot spots
    29. 29. Execution Video Must-Do’s
    30. 30. Execution Video Must-Do’s• Keep it short and sweet; viewer attention drops off after :15
    31. 31. Execution Video Must-Do’s• Keep it short and sweet; viewer attention drops off after :15• Think beyond the :30 spot
    32. 32. Execution Video Must-Do’s• Keep it short and sweet; viewer attention drops off after :15• Think beyond the :30 spot• Make it shareable
    33. 33. Execution Video Must-Do’s• Keep it short and sweet; viewer attention drops off after :15• Think beyond the :30 spot• Make it shareable• Incorporate controls to maximize usability
    34. 34. Thank You

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