Franklin D. Roosevelt believed that advertising has played a key role in raising standards of modern civilization by spreading knowledge of higher standards. Display advertising allows for entertaining and engaging experiences when interactive, timely, and relevant. Effective display ads grab attention through integration with content, rich media, interactivity, and high relevance. Advertisers should utilize contextual and responsive creative content that interacts with consumers on their preferred platforms.

1. Best of Display
Make a good impression

2. “If I were starting life over again, I am inclined to think that
I would go into the advertising business in preference to
almost any other. The general raising of standards of modern
civilization among all groups of people during the past half-
century would have been impossible without that spreading
of the knowledge of higher standards by means of
advertising.”
Franklin D. Roosevelt

3. Display basic formats
Leaderboard
MPU
Skyscraper

4. Display Advertising - What’s it good for?
• Entertaining experiences, best when interactive, timely & engaging
• Far less investment than search but...
...people only search when they know something exists
• Tests found 4 rules for what can grab attention for banners:
• Integration into the editorial content
• Rich Media
• Annoying stuff
• High relevance of message

6. Some Principles
• Take the creative to the consumer
• The richer the media the richer the experience
• Always be contextual
• Don’t simply advertise, interact
• Utilise the features

7. Take the creative to the consumer
• Rich media allows us to take any content to where they already are
• Our websites aren’t necessarily the creative hub, our online media is often the
key platform where we can communicate anything and everything
• Where do we drive to?
• If online media now becomes our conversation then we can drive to a
platform where the person can continue the conversation-Facebook,
YouTube, blogs, forums, Twitter etc.

8. The richer the media the richer the experience
• Treat online media space like any other creative medium. The more
canvas space there is to play with the richer content we can provide.
• So we’re looking for high impact
placements with:
• High file size 100kb with 1-2.2mb video
• Large banner formats - marquee
placements, expanding banners & page
take overs
• Audio & video
• Synchronised placements telling a story
between banners

9. Be contextual
Rich media should always be
designed to communicate with
contextual relevance to our
audience, who they are and
where they are.
Online allows us to be extremely
targeted in who we are talking to
and in what space we are talking to
them. From there we can
effectively shape what we wish to
say to them in that space.

10. Beware context

11. Beware context

12. Don’t simply advertise, interact
What’s special to online is
response.
It’s the best advertising channel to
talk to our audience and they can
talk right back. This conversation
may be through a game, a video
rating, a competition entry, a music
download or video upload.
The medium allows immediacy and
there are endless ways to utilise it.

13. Utilise the features
Online offers an amazing number of ways to control and measure
messaging and tracking.
We can have multiple messages served in any order in any situation.
We can further measure every interaction and then track the consumer
path.
Data becomes extremely powerful for us to further optimise and become
even more relevant.

15. Synchronised banners (roadblocks)
Synchronised placements allows
us to tell a story within a page.
Within one placement we can
engage using multiple rich assets
including gaming, video and
content downloads.

18. Video in banner
Broadband allows more video TV spots, product demos & trailers.
Allow instant feedback with commenting across YouTube and Facebook.

19. Webcams in banners

20. Games in banners

21. Better games

22. Video innovations

23. Widget banners
Within media banners we can either aggregate content which is dynamically
updated. These could include video, product info, games or any user created
content. Due to size this interface could be pushed through any online ad
medium

24. Live data

25. Site Skins
Publishers often allow full page reskins and animations of their pages

26. Over the Page. Interruptive but effective when targeted

27. Data capture
We can take any format of creative to users. Competitions, online booking,
registration or any other online functionality.
Why drive people to a competition site when we can get the data where they
are?

28. Expanding Ads
Most online creative placements are small (300x250 & 728x90 pixels).
Expanding banners means we can double our canvas size.

29. Ads that 'stalk' you

30. Cookies
Small text files stored in the browser which tell a Web site how many times
you’ve been to a specific site and what sort of sites you visit.

31. “Click through rates are 400-600% higher than standard
banner ads.” Michael Steckler, Criteo's UK Managing Director

32. Retargeting Ads

33. Office retargeting campaign
• Office’s focus was purely
on customer conversion
• They wanted to do this in a
smart, highly targeted and
measurable way.
• Ad serving priority was
focused on those visitors
that spent the most time
browsing without buying
on their site

34. Office results
“The personalised retargeting service that allows us to target consumers based
on their behaviour on our site, has enabled us to be very smart and flexible with
our online ad spend. Also, the fact that the CPC model is a low risk and high-
impact ensures we only pay for very strong leads – those that click through to
our site.” Corinne Poggi, eCommerce Manager
Over the last year Office’s revenue from redirected ads has increased by 185%
and clicks are up 206%.

35. Welcome to the future...

36. Beware Cookies

37. Best in display
What to look for:
• Immediate engagement or strong call to engage
• Unique interactivity
• Contextual relevance
• A click is not required to be sold on the brand
• Wow factor

38. Dynamic Ads
What’s exciting is dynamic functionality. This allows us to change
information in an online ad in a manner of minutes.
Tactically we can be extremely responsive in our online communication
and respond immediately to market and competitions changes.
Contextually we can offer messaging that directly responds to current
affairs as they’re happening.

39. and we haven’t even looked at Uniqlo or Facebook

40. It’s not always about the technology

41. Outdoor can be interactive too

42. But then that’s always been the way

43. Other banners to check out...
Browser shake - Burger King
Contextual Expander - Absolut Kravits
Mouse Tracking - MTV Groupie
User initiated roadblock with video - 300
Video in banners - Miami Vice
Print Voucher from banner - Burger King

44. Some things to look out for
• Google display
• Ad exchanges
• Facebook ads
• Real-time
• Location based
• Data data data

46. Display resources
• http://www.bannerblog.com.au/
• http://creativezone.mediamind.com/
• http://www.flashtalking.net/
• 12 media buys creatives will love
• The IAB for formats
• http://www.youronlinechoices.com

47. 10 horrific display placements