1. Rich Media Advertising
Not What You Might Think

2. 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

3. 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

4. CPM: Cost Per Thousand
Cost per thousand impressions,
the standard in selling banner ads.
http://www.iab.net/iab_products_and_industry_services

5. CPC: Cost Per Click
The cost paid per click-through.
http://www.iab.net/iab_products_and_industry_services

6. 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

7. 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

8. Damn.
The typical click-through-rate is under 1%. Click-through rates
significantly higher than that are very rare.
http://www.iab.net/iab_products_and_industry_services

9. 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.

10. The Early Years
.Gifs and buttons

12. McDonalds 1996

13. The Early Years
Campaign

18. Create Interaction

23. Allow for customization

26. Make it Contextual.

32. Make it useful.

36. Make it Playable

38. Make it entertaining.

43. Do not turn a print or TV ad
into a banner in the
name of integration.

44. Use the individual media to
display your idea in its own way.

45. Why you should name your
campaign:
Allows viewer to tell his friends about it. “Did you see
that Whopper Freakout thing?”
It can help identify the domain or allow someone to find
it online easily. “Google Doritos 626; it’s badass.”
Name will (hopefully) be incorporated into people’s
vocabulary. “Who do you think you are, the most
interesting man in the world?”
Thunder, Innovative. 2010. Oh My God What Happened And What Should I Do?
Norrderstedt: Books On Demand GmbH.

46. IAB Standard Sizes

47. Pointroll Capabilities

48. Pictela

49. Free Banner Design Sites
mybannermaker.com
ABCBanners.com

50. Review:
Banner Ad Best Practices
Is the Idea:
Interactive
Customizable
Contextual
Entertaining
Playable
Useful

51. In-Class
Ace Hardware
Holiday Inn Express
Windex Electronic Wipes