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Common Digital Advertising Formats of 2012

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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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