SAAL C - 1255 - Monetization vs. User Experience - An Analysis with Shir Nissanpur, ad2games
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Many publishers are switching to more invasive techniques of advertising to combat the phenomenon of ‘Ad Blindness’, but this approach often results in irritating or turning away prospective consumers. In this session, Shir Nissanpur, head of media buying and networks at ad2games, will discuss the importance of finding a balance which makes both publisher and user, happy. The session will look at examples of techniques that have proven damaging and their “best practice” counterparts, assessing how to push ads in a way that will resolve in high CTR or engagement without reaching the point that makes the user angry. Expect to hear about what the likes of CNN, Forbes and Mashable are up to during the session.
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SAAL C - 1255 - Monetization vs. User Experience - An Analysis with Shir Nissanpur, ad2games
- 1. MONETIZATION VS. USER EXPERIENCE Shir Nissanpur | Head of Networks and Media Buy @
- 2. LET’S TALK ABOUT.. The challenge User experience Opportunities The future
- 3. ADVERTISING101 ADVERTISER Invests money on his own product or brand PUBLISHER He runs a website and has visibility CUSTOMER Goes through online pages, meaning potential advertisments
- 4. TRIANGULAR ROMANCE CUSTOMER PUBLISHER ADVERTISER
- 5. USERS WANT A FREE ZONE ..gossip, news, music, games, information and porn..
- 6. PUBLISHERS MONETIZATION DILEMMA They want to monetize, but they are afraid of losing their users THIS IS A USER And he’s not doing great!
- 7. ADVERTISER'S WILLS AND WANTS ‘who has the money has the say’ MORE FOR LESS
- 9. USER EXPERIENCE An online sickness
- 10. USER EXPERIENCE ISO 9241-210, defines UX as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service". According to the definition, UX includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use.
- 11. VIEWABILITY & AD-BLINDNESS Getting more aggressive
- 13. OPPORTUNITY KNOCKS I AM A NETWORK educator-mediator with tailored solutions
- 14. RICH MEDIA
- 15. RICH MEDIA Take over Expendables Peel-offs Creative is a game Side kick Mouse over activity Play on touch/audio on touch And more and more...
- 24. NETWORK - $$$ USER – UX PUBLISHER - $$$ ADVERTISER – VIEWABILITY THE BENEFITS
- 25. THE FUTURE
Editor's Notes
- Adv does money – investing money on his own product or brand Publisher thinks at the website – holds a website Customer looks at the website – goes through pages, advs, sites Connected together
- This notion of online advertising is pulled by three selfish powers: Advertiser, Publisher and User. And like in any triangular relationship, issues are expected. The Publisher is in the middle of it all: Monetization has to work without driving away the users. Adv and customers pulls publisher Triangle triangular Tug of war
- The majority find the internet to be a place where the consumption of (almost) anything is free; from content, to games, streaming, news, music, gossip, information and even porn. Most people willing to pay for a newspaper or a movie in the offline world but not when it is in the comfort of their own home on a laptop screen. For this space to remain free many publishers (aka website owners) monetize their websites by using ads.
- Dilemma
- Content, advertiers puts inside an ad holding back his money
- Scale with advertisers+publishers -> UX Otherwise, just a scale
- ads are something we are used to from more traditional media formats like magazines, billboards, TV or radio. But in the online world people refer to them as an user experience issue. One may think that the majority of users find them distracting and annoying, but I beg to differ. But there is a golden balance of making both the advertisers and publishers sides happy and profitable without hurting the UX. That balance is what we’re looking for. On the one side is User Experience (UX): Users want to surf the pages in a manner that is useful, easy and desirable. The international standard on ergonomics of human system interaction, ISO 9241-210, defines UX as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service". According to the ISO definition, UX includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use. The ISO also lists three factors that influence UX: system, user and the context of use. We must understand that users are smart. They will not leave a website that holds their content of interest because they must click on one more close button.
- ads are something we are used to from more traditional media formats like magazines, billboards, TV or radio. But in the online world people refer to them as an user experience issue. One may think that the majority of users find them distracting and annoying, but I beg to differ. But there is a golden balance of making both the advertisers and publishers sides happy and profitable without hurting the UX. That balance is what we’re looking for. On the one side is User Experience (UX): Users want to surf the pages in a manner that is useful, easy and desirable. The international standard on ergonomics of human system interaction, ISO 9241-210, defines UX as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service". According to the ISO definition, UX includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use. The ISO also lists three factors that influence UX: system, user and the context of use. We must understand that users are smart. They will not leave a website that holds their content of interest because they must click on one more close button.
- However, simultaneously to UX, another connected issue known as “ad blindness” needs to be tackled: The un-intentional disregarding of ads (further reading on the subject here: http://www.mediapost.com/publications/article/196071/banner-blindness-60-cant-remember-the-last-disp.html). Because of ‘ad blindness’; many publishers and advertisers are inclined to switch to more invasive techniques of advertising. These techniques can be divided into different categories: invasive banner types, misleading creatives, multiple placements and technical attributes as well as bigger scale banners (that have Google’s stamp of approval). The expectations of users have changed, will change and need to be changed. Users will not generally condemn rich media (within a certain balance). One of the main concerns in the advertising industry is that advertisers want more ‘view-ability’ for less money – they want to spend as little as possible in order to get more engagement to increase their margins. On the other hand, publishers want to maintain a user database and continue the systematic flow of traffic, thus resulting in fear of damaging the UX.
- Scale with advertisers+publishers -> UX Otherwise, just a scale
- A person that looks like a teacher and he is a network
- Rich media can be categorized in two ways: the banners that hold some technical attributes within the standard sizes and ad-space (expandable, audio, interactive etc.) and the ones who require a bit of technology and unconventional ad-space. Some of the most common types of rich media banners are: Audio banners (auto-audio and mutes): This is a great way to generate money. So easy these days to jump on the high cpm rollercoaster that video advertising brings in, however, when mixing in auto-audio UX is bound to be damaged. No one likes to be alarmed by a high screech they are not expecting. Big scale banners or unusual sizes: When google started to use them they became mainstream, but many websites changed their 300X250/ 728X90 to the double sized 300X600/ 970X250 even before there was enough demand. These banners looked clean and minimal, thus not harming UX. Interstitial: Makes the user interact only with an ad for a few seconds. Can either disappear within a countdown or by a skip this option. This ensures ad gets time and notice, but is forgotten within seconds if not of any interest to user. Slider: draws the eye to the banner within the screen and with the content. Personally I find them annoying, and I think most publisher see them as less ‘premium’. However, when scaled up and with the right creative, even the most premium of websites are willing to push in a banner with low frequency for the right price. Skins: un-harmful, colorful way to get attention and engagement. gorized in two ways: the banners that hold some technical attributes within the standard sizes and ad-space (expandable, audio, interactive etc.) and the ones who require a bit of technology and unconventional ad-space.
- This is where things get exciting
- Advertiser + publisher + user + network they love each other! They hold hands, they hug, they …
- Advertiser + publisher + user + network they love each other! They hold hands, they hug, they … View ability
- Advertiser + publisher + user + network they love each other! They hold hands, they hug, they …
- questions