Display Advertising Evolution: From Banners to Engaging Rich Media Formats
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The document discusses the history and evolution of display advertising formats from 1994 to the present day. It begins with the first web banner ad in 1994 and outlines the rise of rich media formats such as expandable, floating, full screen video, and in-page rich media ads. These new formats aim to improve user engagement by creating immersive experiences, giving consumers a voice, offering personalization, and providing utility. The conclusion emphasizes that engagement requires advertisers to immerse users, listen to consumers, personalize messages, and motivate users through useful features.
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Display Advertising Evolution: From Banners to Engaging Rich Media Formats
- 1. Display advertising Grabbing eyeballs and click-thrus 1
- 2. Back to the Future 2
- 3. 1994: Back to the Future The first web banner ad 3
- 4. 2012: Present Day The rise of formats RICH MEDIA FORMATS EXPANDABLE FLOATING FULL SCREEN VIDEO IN PAGE RICH MEDIA INTERSTITIAL PEELBACK WALLPAPER TAKEOVER 4
- 5. RICH MEDIA EXPANDABLE • Expands beyond the original size of the ad unit, followed by a user-initiated action. 5
- 6. RICH MEDIA FLOATING AD • Creative may be any shape, • Ads appear over the content of the webpage 6
- 7. RICH MEDIA FULL SCREEN • Launches ad unit into a full screen experience. 7
- 8. RICH MEDIA IN PAGE VIDEO • In-Page Video rich media format are video ads that appear in a fixed size and placement on a web page. 8
- 9. RICH MEDIA INTERSTITIAL • The interstitial is a full page ad experience which precedes the content page. 9
- 10. RICH MEDIA PEEL BACK AD • Loads a small, "teaser" image in the upper right corner of the page 10
- 11. RICH MEDIA WALLPAPER • Provides additional branding space on a page • Frames the page content. 11
- 12. RICH MEDIA TAKEOVER • Replace all or part of a publisher's web page with advertising content. • Designed to look as if they are breaking/interacting with content. 12
- 13. More than just display Think of click- throughs and Trial KPIs in the Advocacy context of Purchase communication objectives Affinity Conversion Awareness 13
- 14. “Response rates declined from 35% to 0.09%, people get tired of seeing the same type of advertising.” Deepak Ramanthan, Head of Display Marketing, Google 14
- 15. Banner Blindness Jakob Nielsen 15
- 16. How do we get the user’s 16 attention?
- 17. Wharton Study 17
- 19. #1 Engagement is an experience 19
- 20. Create an experience Brand: Ikea Format: In Page Rich Media Objective: Purchase 20
- 21. Create an experience Brand: AT & T Format: Expandable Objective: Affinity 21
- 22. Create an experience Brand: Intel Format: In Page Rich Media Objective: Awareness 22
- 23. #2 Engagement is giving consumers a voice 23
- 24. Giving consumers a voice Brand: Axion Bank Format: In Page Rich Media Objective: Affinity 24
- 25. Giving consumers a voice Brand: Coke Format: Expandable Banner Objective: Affinity 25
- 26. Giving consumers a voice Brand: Dove Format: Takeover Objective: Advocacy 26
- 27. Giving consumers a voice Brand: The Killers (Movie) Format: In Page Rich Media Objective: Advocacy 27
- 28. #3 Engagement is personalization 28
- 29. Engagement is personalization Brand: Alka Seltzer Objective: Affinity 29
- 30. Engagement is personalization Brand: Vertu Format: Expandable Banner Objective: Purchase 30
- 31. Engagement is personalization Brand: Nissan Format: In Page Rich Media Objective: Trial 31
- 32. #4 Engagement is utility 32
- 33. Engagement is utility Brand: Uniqlo Format: Takeover Objective: Purchase 33
- 34. Engagement is utility Brand: OPEL Format: In Page Rich Media Objective: Awareness 34
- 35. Conclusion 35
- 36. Conclusion 1. Immerse users in an experience 2. Give consumers a voice 3. Personalization 4. Utility drives motivation 36
- 37. 37
- 38. Thank You jeremy.koh@wunderman.com 38
Editor's Notes
- Let’s first take a step back to understand how it all started.
- The first web banner was launched by wired.com, then known as hotwired, sold the first web banner to AT & T. The click thru rate was 78%! No shit.Evolution of web banners..
- Fast forward to present day, display ads evolved into many other formats.However they are mainly classified as ‘clutter’ because they are everywhere. and clients do it for the sake of doing it, because it is part of the digital toolkit. Main concept of ‘to find out more click here, has not changed’, it is largely described as ‘routine’ or ‘boring’.“The first display ad basically said, find out more click here, 18 years that followed, that’s basically the only innovation we saw.”
- Different types of expandable:Push downSide scrollFooterhttp://www2.mediamind.com/creative_zone/Disney_Dance_Party_9321278/index.html
- http://www.google.com/doubleclick/gallery/examples/mini-john-cooper-works.html
- http://www.admotioneurope.com/msn/demos/hbfull/bacardi/Barcardi ad launches into a full screen experience
- Because the Interstitial is limited to just five seconds of viewable time, interactions are limited to click throughs.http://www2.mediamind.com/creative_zone/Smirnoff_Fiesta/index.html
- The Peelback ad opportunity loads a small, "teaser" image in the upper right corner of the page. This image is the starting point for the page to curl or "peel" back and display the ad content. On first visit, the teaser will automatically peel back, opening up and displaying the full ad content for eight seconds. On the ninth second the peelback will auto-close. The peelback ad contains a close button that the guest may use to close the ad peel at any time.http://essentials.baltimoresun.com/media_kit/ad-examples/rich_media/peel-back/index.html
- http://www2.mediamind.com/creative_zone/movistar_agua_wallpaper_msn/index.html
- What does display seek to do? Engagement is crucial throughout all objectives of display advertising. Click thrus become meaningless without advertising objectives
- Why? Haven’t ad formats help to reduce ‘boredom’?
- Truth is, you may have the greatest idea, but the consumer doesn’t care. You need to reach out to the consumer by grabbing their attention. Study done by usability guru Jakob NielsenBanner blindness: http://techcrunch.com/2011/04/29/the-future-of-advertising-will-be-integrated/
- Wharton ran a study of traditional and static interstitials, traditional banners only drive up 16% of brand recall and almost zero message recall. However, just by including a simple text box which encouraged users to type in the quoted text, brand and message recall increased significantly.So, what can we take out from this study?P.S. Most online ad inventories have been optimized for direct response advertisers.
- Engagement is key within the display ad. Need to allow users to participate with the display ad itself. What exactly is engagement? Sounds like a big word full of fluff…
- Engagement is an experience, any form of brand experience, a game, a concert, a movie etc. Note that display ads are often criticized for a lack of efficacy
- Recreated shopping experience, allowed user to buy directly from the display catalogue.http://www.youtube.com/watch?v=32Vt8cW0uWU
- Recreated a game experience, allowed user to be ‘part of the banner’Banner was held in conjunction with World CupClick thru to AT & T’s rethink possible website,Uses webcam to capture user movement, enabling interactionhttp://www.youtube.com/watch?gl=SG&hl=en-GB&v=TAdeAnO7pKk
- Recreated a game experience within an adhttp://www.youtube.com/watch?v=u6N2P8L2Hg4http://www.youtube.com/watch?v=9XQRJ0fsBi8
- Give consumers a reason to engage with your brand, same logic applies for display, give these consumers a voice.
- Actively supported youths, gave them an avenue to pursue their passion. Sound/videos act as excellent primers, recreates a music video experiencehttp://www.youtube.com/watch?v=9jTgGJkqWvU
- Gave consumers an opportunity to connect with a stranger by sending a personalized message.http://www.youtube.com/watch?v=F5bo1W5AOsoInnovation: Ties mobile ad to real time vending machineActivity on mobile leads to offline activity
- Gave consumers an opportunity for women to advocate for ‘real beauty’What does the consumer want?http://www.youtube.com/watch?v=lg_jbSP-F2o
- Three of the cases before this were elaborate, however, does it always have to be so complex? What about a simple twitter display? It allows users to partake in the ‘brand conversation’ as well.
- Engagement is personalization. In this day and age, data is gold, marketers should use them to their advantage. Use data to create relevant, credible display ads.
- Uses data to create a relevant interactive movie experience.http://www.youtube.com/watch?v=T_-wg79F0Gc
- Uses data to identify potential customers within proximity.Innovation: Uses geo-location to drive footfall to Vertu retail stores http://vimeo.com/41416654
- Objective: click thru to test drive pageCreates direct relevance to the users by creating a customized ad.Innovation:Communicates with the search engine to create a customized adhttp://www.youtube.com/watch?v=dSkJoT6RM28
- Lastly, engagement is utility. To motivate users to interact with your display ad, you need to give them a reason to, one of them is utlity.It’s not what you put into the banner, it’s what the consumer takes out of it.
- Motivated users to interact with the display ad by giving them an incentive(an offer) that they actually care about.http://www.youtube.com/watch?v=CulOKgPbtc0
- Click thru to Opel Movano’s page, translated product utility into a consumer benefit. Again, a utility that they is actually useful.Innovation: Transports files across the web to demonstrate the idea of Movano’s utilityhttp://www.youtube.com/watch?v=MqXB5UR5hdw
- So to wrap things up…
- Think of how we can redo display, it’s more than just a banner. How can we excite the consumer? Main functionality should not differ from a normal print/TVC. It’s not what you put into the banner, it’s what the consumer takes out of it.
- So, hopefully with these ‘guides’ in mind, marketers/clients can stop producing boring, dreary display advertising!