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Online display ads

Freedman International
by

Carmen Camacho

on 4 October 2016

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Transcript of Online display ads

What do I need?
•Ad banners: static
Sizes
0
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Technology - Formats
Flash .SWF
Technology - Rich Media Banners
Rich Media types
What's a Banner Ad?
A web banner ad is a form of advertising on the World Wide Web delivered by an ad server.

This form of online advertising entails embedding an advertisement into a web page.

It is intended to attract traffic to a website by linking to the website of the advertiser.
Banner Blindness
Banner ads
The first clickable web ad ("banner ad") was sold by Global Network Navigator (GNN) in 1993 to Heller, Ehrman, White and McAuliffe, a now defunct law firm with a Silicon Valley office
The UK became the first economy where advertisers spend more on internet advertising than on television advertising
The internet now accounts for 23.5% of all advertising money spent in the UK, while TV ad spend accounts for 21.9% of marketing budgets.
Animated .GIF
Static .GIF or .JPEG
Animated banners (no limits on interactive)
Uses jpg compression to reduce size
Contains clickTAG code (sometimes custom)
Animated banners (limited with no interaction)
GIF compression for high contrast, logos and graphics
.JPEG compression for gradient natural images
.GIF compression for high contrast, logos and graphics
Expandable banners (EA)
Video ads (EA)
Floating ads
Tear back ads
Flash Interactive banners (EA)
RSS/XML Dynamic Data
Rich Media Widgets (add Social aspect)
Rich Media vendors
DoubleClick
MediaMind
AdInterex
Universal ad package
Medium Rectangle 300x250
Rectangle
180x150
Wide Skyscraper
160x600
Leaderboard
728x90
IAB: Standard Banner Sizes
CTR: 0.21%
160 x 600:




0.14 %
300 x 250:




0.37 %
120 x 600:




0.18 %
728 x 90:




0.27%
468 x 60:





0.10 %
WHO LOOKS AT BANNER ADS
Ages 55+ are most likely to click
58% of ages 15-24 had clicked on an ad
71% of college graduates have clicked on an ad in the last 6 months
59% of people with high school education or less have clicked on an add in the past 6 months
Facebook is girding for $100 billion IPO and its business is based on banner ads
What are the odds?
What do I need?
Original elements that have been used to create the
final approved asset.

CTAs
supplied separately or within the layered psd.

Any text to be translated must be editable and
on a separate layer

Media Schedule / Specs
(http://www.iab.net/guidelines/508676/508767/displayguidelines)
1.PSDs
Original layered PSD files preferably with any layers not being used deleted.
2.Jpegs
Jpegs to be supplied at 72 dpi RGB equal to or bigger than largest final output size
• Ad banners (rich media):
1.PSDs Original layered PSD files preferably with any layers not being used deleted.
2.Jpegs
Jpegs to be supplied at 72 dpi RGB equal to or bigger than largest final output size
3.Flash requirements
CS 4, 5.5 or 6 fla or swf file
http://www.richmediagallery.com/formats/

http://www.bannerblog.com.au/2009/04/guitar_hero_metallica.php

http://www.bannerblog.com.au/2009/04/puma_lift.php
Native Advertising
Consumers, bombarded by ads, have blinded themselves to certain types of ad units, and some have turned to ad blocking software
Ads that don't interrupt the user experience and, in fact, are embedded in or seamlessly integrated with the user experience.
Questions?
Thank you


Raising awareness: build awareness of your brand and product by building reach and frequency

Build interest and consideration in your brand and product by offering depth and substantiation to your product claims

Generate desire for your products and services
Is it worthless?

Online is a restrictive space allowing for little creativity

Internet display advertising should be interruptive

Online is all about direct response because it’s the most measureable, accountable medium that can facilitate sales from the initial point of consumer interest
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MISCONCEPTIONS ABOUT DESIGN
http://www.linkedin.com/
UX
3. Media Schedule or specs
4. Media schedule/Specs
What do I need to deliver to the client?


Static Banners:
.jpeg

Dynamic Banners:
.swf +.jpeg of the final end frame of each ad + rich media components + html file that embeds the .swif (optional)
4. Fonts
5. Fonts
http://www.linkedin.com/
Full transcript