Display advertising


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Display advertising

  1. 1. Online Advertising :: Point of View :: Fall, 2011
  2. 2. Americans spend60 hours a week online.Source: Nielsen
  3. 3. That is1.5xmore hoursthan parentsspend withtheir kids. Source: US Census
  4. 4. 2011 online ad spend up 18% to $31BSource: Mintel
  5. 5. Banner ads have a dismal.1%CTR.Source: Double-Click
  6. 6. You are475xmore likely tosurvive a planecrash than clicka banner ad.Source: Source Media
  7. 7. You are31xmore likely to wina prize in mega millionsthan click a banner. Source: Source Media
  8. 8. You are112xmore likely to sign upfor and completeNAVY SEAL trainingthan click a banner ad Source: Source Media
  9. 9. Soadvertising online is pointless, right?
  10. 10. Wrong!56%of people say they would clickon a banner ad if it wasentertaining or useful. Source: Mintel
  11. 11. The problem: Interactive agencies that Ad agencies thatlack the creative don’t care to be effective about display ads
  12. 12. We believe bannerscan be as: Innovative as mobile Informative as web Artistic as print Inspiring as broadcast Interactive as social
  13. 13. How we makeonline advertising successful: Interactive Entertaining or Useful Self-contained Contextual
  14. 14. Interactive “Tell me and I’ll forget. Show me and I may remember.Involve me and I’ll understand.” - Chinese Proverb
  15. 15. Interactive: Dynamic content increases brand recall63% more than static ads.Source: Ad Age
  16. 16. Interactive: UF Example Our campaign utilized click and drag features to let viewers explore Autodesk’s 3D modeling process.Click link to see banner ad in motion: http://work.wongdoody.com/autodesk/08.ME.142/
  17. 17. Interactive: Industry Example In recognition of the game’s 30th anniversary, Google created a fully playable version of Pacman that was used to increase brand like-ability.
  18. 18. Entertaining or Useful “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou, Poet
  19. 19. Entertaining or Useful:56%would click on a banner adif it was entertaining or useful.Source: Mintel
  20. 20. Entertaining or Useful: UF Example To educate consumers on the breadth of the Windows Phone Marketplace, we created this mad-libs style banner campaign which uses fill-in apps to show off the phone’s capabilities.
  21. 21. Entertaining or Useful: Industry Example Zippo uses two banner ads to play off one another. As the lighter on the bottom burns, the lady on top becomes increasingly hot and must take off her clothes to keep cool.
  22. 22. Entertaining or Useful: UF Example We created this rich media banner ad campaign to educate patients and consumers about new healthcare technologies offered through Cedars Sinai Medical Center. Click link to see banner ad in motion: http://work.unitedfuture.com/2009/la/default.aspx?section=banners&tab=cedars&p=4
  23. 23. Entertaining or Useful: Industry Example Miller Light created an online campaign that allows viewers to talk trash to their fantasy football opponents inside banner ads.
  24. 24. Self contained ”When your work speaks for itself, dont interrupt.” --Henry J. Kaiser.
  25. 25. Self-contained:61%of people don’t click on bannersbecause “they take me awayfrom what I am doing.”Source: 24/7 Real Media
  26. 26. Self-contained: UF Example Rather than redirect fans, we created an Olympic campaign for Alaska Airlines where users could watch Apolo Ohno train inside of rich media banner ads.
  27. 27. Self-contained: Industry Example The TV Series ‘White Collar’ created an in-page experience that allowed users to uncover hidden secrets throughout the New York Times’ website.
  28. 28. Contextual“The use of camouflage is as old as human history.” - Roy R. Behrens, “Art and Camouflage”
  29. 29. Contextual:Eye tracking heat map The fundamental problem with display ads is our eyes are quickly trained to look at what is most relevant on the page.Source: Jakob Nielsen
  30. 30. Contextual: UF Example We created SceneIt’s Twilight campaign, which included media placed on MTV.com. Banners were relevant to the surrounding content and blended in well with the colors of the page.
  31. 31. Contextual: Industry Example This hair coloring product created a display campaign to integrate with existing site content.
  32. 32. About Us
  33. 33. About Us:: online advertising experience
  34. 34. About Us:: production principlesQuick turn aroundFlexibleTransparent communicationIncrease effectiveness through analytics
  35. 35. About Us:: timingExisting Comps: 11 Days Week 1 Week 2 Week 3 Team Activity Production Client Review Delivery DeliveryExisting Brand Elements: 21 Days Week 1 Week 2 Week 3 Week 4 Week 5 Storyboarding Production DeliveryRich Branding/Online Videos: 31 Days Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7Storyboarding Production Delivery
  36. 36. Companies spend 8-10% of revenue on marketing .05% is spent on banner ads 37% of advertising spend is wastedWe want to turn that waste into revenue
  37. 37. Thank you. For more information, please contact: Anthony Brown, Director of Client Engagement anthony.brown@unitedfuture.com 206-624-5325 http://twitter.com/awbrown http://www.linkedin.com/in/awbrown