Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Rich Media AdvertisingNot What You Might Think
Clicks/Click-Throughs The ratio of page views to clicks. The number of visitors who click on the banner ad linking to the advertiser’s Web site. http://www.iab.net/iab_products_and_industry_services
CTR: Click Through Rate The ratio of page views to clicks. It is expressed as the percentage of total visitors to a particular page who actually clicked on the banner ad. http://www.iab.net/iab_products_and_industry_services
CPM: Cost Per Thousand Cost per thousand impressions,the standard in selling banner ads. http://www.iab.net/iab_products_and_industry_services
CPC: Cost Per Click The cost paid per click-through. http://www.iab.net/iab_products_and_industry_services
Page Views or Impressions Amount of people who could have seen a banner ad. Doesn’t measure the effectiveness of a branding campaign. Does measure the amount of visitors exposed to it. http://www.iab.net/iab_products_and_industry_services
Cost Per Sale This is the measure of how much advertising money is spent on making one sale. http://www.iab.net/iab_products_and_industry_services
Damn.The typical click-through-rate is under 1%. Click-through ratessignificantly higher than that are very rare. http://www.iab.net/iab_products_and_industry_services
Why Do It? Repeated exposure to a stimulus that’s barely perceptible can enhance a person’s feelings towards what is otherwise a neutral object. These feelings can include more subjective things such as “fame, truth, duration, loudness, or stimulus brightness Timmer, John. (May 19, 2007). The Psychology of Banner Ads. In ars technica. Retrieved August 24, 2010, from http://arstechnica.com/old/ content/2007/05/the-psychology-of-banner-ads.ars.
Do not turn a print or TV adinto a banner in thename of integration.
Use the individual media todisplay your idea in its own way.
Why you should name yourcampaign:Allows viewer to tell his friends about it. “Did you seethat Whopper Freakout thing?”It can help identify the domain or allow someone to findit online easily. “Google Doritos 626; it’s badass.”Name will (hopefully) be incorporated into people’svocabulary. “Who do you think you are, the mostinteresting man in the world?” Thunder, Innovative. 2010. Oh My God What Happened And What Should I Do? Norrderstedt: Books On Demand GmbH.