SlideShare a Scribd company logo
Simple & Effective Advertising 
Tom Beckenham 
tom@specle.net 
@specletom 
(How to make advertising suck less)
Low Return High Return 
Tom Beckenham 
tom@specle.net 
@specletom 
High Effort 
Low Effort 
Premium HTML5 
Designed for Device 
Straight from Print
Tom Beckenham 
tom@specle.net 
@specletom
Tom Beckenham 
tom@specle.net 
@specletom 
Why 
2x Brighter No letterboxing 
??? 
You can read it
Tom Beckenham 
tom@specle.net 
@specletom 
Really Why? 
• Its cheap and effective for both sides 
• You introduce a digital workflow to your 
supply chain
Tom Beckenham 
tom@specle.net 
@specletom 
Learning from Facebook 
• 1.5m advertisers 
• 8x engagement 
• Almost all of it static
Advertiser & Logo 
Tom Beckenham 
tom@specle.net 
@specletom 
Description 
Image 
Call to Action
Tom Beckenham 
tom@specle.net 
@specletom 
How - step 1 - use PDF 
• eMedia21 PDF - staticadguidelines.org
Tom Beckenham 
tom@specle.net 
@specletom 
How - Step 2 - Sizes 
• 2 sizes to rule them all: 
• 3:4 - W 768 x H 1024 @ 144 ppi (= 1536 px x 2048 px) 
• 9:16 - W 320 x H 568 @ 144 ppi (= 640 px x 1536 px) 
• Portrait Only!!!!!!
Tom Beckenham 
tom@specle.net 
@specletom 
How Step 3 - Calls to Action 
• Create a button library
Tom Beckenham 
tom@specle.net 
@specletom 
Get in touch! 
Tom Beckenham 
tom@specle.net 
@specletom

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