Every Picture Tells A Story - The Role Of Image Based Ads In The Biddable Media Landscape

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Image based ads are an important part of media buying.

In this presentation are shared some ideas on what makes a good image ad and what doesn't.

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Every Picture Tells A Story - The Role Of Image Based Ads In The Biddable Media Landscape

  1. 1. Every picture tells a story JIM BANKS – GLOBAL HEAD OF BIDDABLE MEDIA CHEAPFLIGHTS
  2. 2. 2 About Me  Started in industry in 1999  Sold PPC agency in 2006  Blackest of black hats  Sold affiliate network in 2009  Spent in excess of $100,000,000 on media…..so far  Over 1500 sites worked on  Kelvin asked me – and who can refuse Kelvin? @jimbanks #biddableworld
  3. 3. 3 Cheapflights  Founded c.1995  Work with significant number of airlines and agents  Generate a lot of SEO traffic  Buy a lot of biddable media  Data-driven organisation  We fail…fast and often @jimbanks #biddableworld
  4. 4. 4 @jimbanks #biddableworld
  5. 5. 5 The “Bears” @jimbanks #biddableworld
  6. 6. 6 The “Bears” doing Dambusters @jimbanks #biddableworld
  7. 7. 7 The “Bears” eating Chinese food @jimbanks #biddableworld
  8. 8. 8 The “Bears” getting the cool look on @jimbanks #biddableworld
  9. 9. 9 Getting “made up” @jimbanks #biddableworld
  10. 10. 10 @jimbanks #biddableworld
  11. 11. 11 The Clockwork Orange look @jimbanks #biddableworld
  12. 12. 12 @jimbanks #biddableworld
  13. 13. 13 @jimbanks #biddableworld
  14. 14. 14 @jimbanks #biddableworld
  15. 15. 15 @jimbanks #biddableworld
  16. 16. Graphical Ads – Why they work  They don’t look like ads  They tell a story  They resonate with you  They are shocking  They are different  They zig, when everyone else zags @jimbanks #biddableworld 16
  17. 17. 17 They don’t look like ads Both are 720 x 90 banner ads…yes… 720 not 728 @jimbanks #biddableworld
  18. 18. 18 They tell a story @jimbanks #biddableworld
  19. 19. 19 They resonate with you @jimbanks #biddableworld
  20. 20. 20 They are shocking @jimbanks #biddableworld
  21. 21. 21 They are different @jimbanks #biddableworld
  22. 22. Graphical Ads – Why they don’t work  They bore you  They get in the way of what you are doing  They are “you-centric”  They get blocked @jimbanks #biddableworld 22
  23. 23. 23 They bore you *All professional services providers are dull as dishwater advertisers @jimbanks #biddableworld
  24. 24. They get in the way of what you are doing @jimbanks #biddableworld You go to Facebook to : Be informed Be entertained Laugh at cats Stalk ex-partners Mock friends selfies 24
  25. 25. 25 They are “you-centric” Have a question about <insert ailment here> We have the zzzzz in Zzzz, yawn…. @jimbanks #biddableworld
  26. 26. 26 They get blocked  Ad-blockers get in the way  IAB sizes   468 x 60  120 x 600  160 x 600  300 x 250   728 x 90 180 x 150 Make your dimensions different @jimbanks #biddableworld
  27. 27. 27 Some tests you can do.. This is not an exhaustive list, but should get your creative juices going… @jimbanks #biddableworld
  28. 28. 28 Trust signals? @jimbanks #biddableworld
  29. 29. 29 Future or past? @jimbanks #biddableworld
  30. 30. 30 Standard or irregular shape? @jimbanks #biddableworld
  31. 31. 31 Familiar look or not? @jimbanks #biddableworld
  32. 32. 32 Buttons or “text” buttons? @jimbanks #biddableworld
  33. 33. 33 Straight or angled? @jimbanks #biddableworld
  34. 34. 34 Pictures or text? @jimbanks #biddableworld
  35. 35. 35 Stock photos or natural? @jimbanks #biddableworld
  36. 36. 36 Fake interaction or static? @jimbanks #biddableworld
  37. 37. 37 Beauty or the beast? @jimbanks #biddableworld
  38. 38. 38 Sharp or blurry? @jimbanks #biddableworld
  39. 39. 39 Real or illustrated? @jimbanks #biddableworld
  40. 40. 40 The bottom line  Test what works best for your vertical  Make sure you understand and use an attribution model  Decide if ads are Direct response or brand awareness  Network restrictions on type of ads/images/size  Direct media buy is my preferred option – after a test buy with a network @jimbanks #biddableworld
  41. 41. 41 Tools you can use  Fiverr.com  4mads.com  SiteScout.com (adserver and RTB)  WhatRunsWhere.com @jimbanks #biddableworld
  42. 42. 42 Fiverr.com @jimbanks #biddableworld
  43. 43. 43 4mads.com @jimbanks #biddableworld
  44. 44. 44 WhatRunsWhere.com @jimbanks #biddableworld
  45. 45. 45 @jimbanks #biddableworld
  46. 46. 46 @jimbanks #biddableworld
  47. 47. Special Promotion for Biddable World attendees 3 months of WhatRunsWhere.com for the price of 2 (saving $249) Use promo code - banksoffer (so they know Jim sent you) @jimbanks #biddableworld 47
  48. 48. 48 Thanks for listening Get in touch – Email – Jim.Banks@cheapflights.com Twitter - @jimbanks Google+ - +JimBanks LinkedIn – www.linkedin.com/in/jimbanks @jimbanks #biddableworld

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