3. Upcoming
Today Building Blocks: Online Ads
April 18 Assembling a Modern Portfolio
April 25 Portolio Round 2 & The Future of the Past: Transformation of Old Media
May 2 Ideas: Redux
Future of Advertising - March 28
16. A note about functionality:
Various levels of interaction, animation/motion and sound are
possible within banners. Unlike print or TV, where the
boundaries of what’s possible have been (more or less)
mandated, online advertising offers quite a range of options.
The key to success is to talk about strategy (i.e. what
technology do we need to impact our audience effectively)
and the media buy (i.e. what technology is available in our
media budget and placement) long before creative concepting
even begins.
This is why it matters to you.
17. Functional types—Static/Back Up:
These executions provide a very simple level of content. They
appears only if the browser or server is unable to display the
preferred banner format. Static banners are like traditional out-
of-home billboards—everything related to the idea has to be
acknowledged in one space.
18. Functional types—(Flash) Fixed, non-expanding, non-video serving:
Typically incorporating
animation/motion and
potentially sound (which
must be user-initiated,
per most media
contracts). http://bannerpalooza.com/portfolio/SonyVaio_300x250.html
19. Functional types—(Flash) Video serving and/or expanding:
Most commonly referred
to as “rich media.” Here
we’ve got a full arsenal of
tools: animation/motion, a
larger space (after
expansion), video,
database functionality http://bannerpalooza.com/portfolio/3MPrivacyFilters/index.html
25. Building Blocks: Banner Ads
What’s the media buy?
Site list (per site section)
When (daypart) and how often?
Ajacent content
Frequency
Bandwidth/limitations
26. Media buy + site specifications
We’re still working, somewhat, in the Wild West. Unlike broadcast TV or print with
NTSC and CMYK standards, banner ads are often subject to last-minute changes
brought by publishers, networks and the advancement of technology.
As a creative, you want to know about the following up front:
•The site list (media buy) and specific placements as well as file size (bandwidth)
limits, looping limits, sound + video specs, required controls for all sites on the list
•If you’re utilizing data capture (form fields), what info is required by the client +
allowed by the site? What’s the hosting plan for the data?
•Destination plan for all units you’re creating. Where will you be sending people who
click? What content will be there?
27.
28. Networks
So this is how your banner ad gets distributed. Networks act in between the
agency/production firm/media company (representing the client brand) and the site
publisher (i.e. nytimes.com) to facilitate serving, tracking and maintaining your
banner ad’s placement. Some of the majors are:
Pointroll (http://pointroll.com)
EyeWonder (http://eyewonder.com)
EyeBlaster (http://eyeblaster.com)
DartMotif = DoubleClick, i.e. Google (http://doubleclick.com)
AdMob (http://admob.com)
30. Success criteria
How will your banner ads be measured?
Here are a few methodologies:
Click-through rate (CTR) The ratio of page-views to clicks on the ad, expressed as the
percentage of a page’s total visitors who clicked on the banner. In this age, a
respectable average banner CTR could be 1%.
Cost-per-click (CPC) Takes the cost of the media, divides by the number of click-
throughs.
View-Through Rate (VTR) Less common, rapidly gaining popularity, and more holistic,
this measurement integrates a value for length of time a user sees the banner along with
any time spent interacting with the unit, in addition to any click-through.
33. Storyboards
“Whatever works, so long as it’s legible to other people.”
Words of advice:
•If you’re storyboarding an online ad, do it to production spec.
•Make your frames 120x600px if that’s one of the sizes in the media plan.
•Work at 100% scale, at 72dpi.
•And don’t be afraid to write up a treatment to help explain what you want to
see happening in terms of animation style, editorial sequence, rollover effects
and other actions.
35. Storyboard examples (728x90px, expandable)
Functional description
1) The banner begins with AGE logo, headline,
CTA, legal and “egg curtain.”
2) The “egg curtain” parts from the middle,
revealing a short video clip, in this case, of a
nest egg getting checked on a treadmill. (No
sound.)
3) Any cursor-movement over the unit initiates
banner expansion. (If the user doesn’t engage,
the curtain sequence and video repeats itself a
second time.)
4) On expansion, the full-length video plays from
the beginning, with sound. To the right, new
copy and a new CTA appear.
36. Storyboard examples (300x250px)
Functional description
This is a fixed (non-expanding) unit. All of the
information is displayed immediately. There is
no loading sequence.
But the viewer almost immediately notices one
unusual element—the Passat’s headlights are
magnetically “attached” to your cursor (via Flash).
When you move your cursor, the Passat’s
Bi-Zenon headlights follow along.
43. 1. Pick at least three platforms.
Corporate site, microsite, e-commerce site, social network(s), LBS(s), game, etc.
2. Articulate what each platform contributes.
A way to get more information? An entertaining campaign extension? Financial incentive? Status incentive?
3. Explain why people would flow from one to the other.
A more immersive experience? A different type of content? More incentives and rewards?
4. How do offline elements contribute?
Do they drive people into the ecosystems? Supplement the experience? Provide a layer of interaction?
Remember: this is going to wind up in your digital portfolio.
Future of Advertising - March 28
44. “Whatever works, so long as it’s legible to other people.”
Future of Advertising - March 28
45. “Whatever works, so long as it’s legible to other people.”
Create three storyboards for one of your existing campaigns.
Future of Advertising - March 28
46. “Whatever works, so long as it’s legible to other people.”
Create three storyboards for one of your existing campaigns.
One should be 768 x 90.
Future of Advertising - March 28
47. “Whatever works, so long as it’s legible to other people.”
Create three storyboards for one of your existing campaigns.
One should be 768 x 90.
One should be 250 x 300.
Future of Advertising - March 28
48. “Whatever works, so long as it’s legible to other people.”
Create three storyboards for one of your existing campaigns.
One should be 768 x 90.
One should be 250 x 300.
The third is up to you.
Future of Advertising - March 28
49. “Whatever works, so long as it’s legible to other people.”
Create three storyboards for one of your existing campaigns.
One should be 768 x 90.
One should be 250 x 300.
The third is up to you.
At least two should be expandable, interactive, or include other rich media.
Include functional descriptions (as described before).
Future of Advertising - March 28
51. Next week
Use Powerpoint or Keynote, and send to me by Sunday at noon so that I
can get feedback to you.
Future of Advertising - March 28
52. Next week
Use Powerpoint or Keynote, and send to me by Sunday at noon so that I
can get feedback to you.
In Class:
Future of Advertising - March 28
53. Next week
Use Powerpoint or Keynote, and send to me by Sunday at noon so that I
can get feedback to you.
In Class:
Bring your portfolios, your location-based service concepts, your digital
ecosystems, and your storyboards.
Future of Advertising - March 28
54. Next week
Use Powerpoint or Keynote, and send to me by Sunday at noon so that I
can get feedback to you.
In Class:
Bring your portfolios, your location-based service concepts, your digital
ecosystems, and your storyboards.
• Sharing Portfolios (yes, we will do it too)
Future of Advertising - March 28
55. Next week
Use Powerpoint or Keynote, and send to me by Sunday at noon so that I
can get feedback to you.
In Class:
Bring your portfolios, your location-based service concepts, your digital
ecosystems, and your storyboards.
• Sharing Portfolios (yes, we will do it too)
• Portfolio Workshop
Future of Advertising - March 28
Editor's Notes
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
FLA file = PSD file (can be edited)\nSWF file = JPG or PDF (cannot be edited)\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
That’s really the golden rule here. The board isn’t for you, it’s meant for clients, producers and production talent to comprehend, appreciate and support. \n\n
It’s just like boarding a TV spot or video--what’s the editorial flow?\n
Sometimes it really helps to provide notes about what you intend to happen.\n
