Punch the MonkeyWhy (some) banner ads suck

The early 90’s

1994 The Age of the Browser

1996 Rise of the Ad Networks

IAB Standard Ad Units • 468 x 60 - Full Banner

• 392 x 72 - Full Banner with Vertical Navigation Bar

• 234 x 60 - Half Banner

• 125 x 125 - Square Button

• 120 x 90 - Button #1

• 120 x 60 - Button #2

• 88 x 31 - Micro Button

• 120 x 240 - Vertical Banner

Ad Milestones• 1996 - Yahoo debuts

search ads

• 2000 - Google introduces AdWords

• 2002-2004 - IAB adds 11 more standards

• 2005 - Facebook invents social ads

• 2008 - IAB adds standards for video ads (and YouTube invents the pre-roll)

• 2009 - Birth of “native”

• 2011 - IAB adds standards for mobile ads

• 2012 and onwards - Rise of programmatic

Problems with Ads

Ugly

–Joe McCambley

“Since then, hundreds of trillions of rotten, crappy banner experiences have taught us that even looking at the right hand column of a web

site is dumb.”

• Pay per impression leads to excessive pagination

• Pay per click leads to scammy ads

• Adblock - between 25-44% of users

• Creepy - tracking users across sites

Device Proliferation

Solutions?

Native

Responsive

Summary• Banner ads were developed with the best of

intentions… but they don’t work anymore.

• We’re still figuring out what does work.

• Native is pretty popular - but blurs line between advertising and editorial.

• Responsive is coming - but hurdles to selling and implementation.