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Display advertisingGrabbing eyeballs and click-thrus

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Back to the Future

#Lets first take a step back to understand how it all started.2

1994: Back to the Future

The first web banner ad

#The first web banner was launched by wired.com, then known as hotwired, sold the first web banner to AT & T. The click thru rate was 78%! No shit.Evolution of web banners..3

2012: Present DayThe rise of formats

RICH MEDIA FORMATSEXPANDABLEFLOATINGFULL SCREEN VIDEOIN PAGE RICH MEDIAINTERSTITIALPEELBACKWALLPAPERTAKEOVER

#Fast forward to present day, display ads evolved into many other formats.However they are mainly classified as clutter because they are everywhere. and clients do it for the sake of doing it, because it is part of the digital toolkit. Main concept of to find out more click here, has not changed, it is largely described as routine or boring.The first display ad basically said, find out more click here, 18 years that followed, thats basically the only innovation we saw.

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RICH MEDIAEXPANDABLEExpands beyond the original size of the ad unit, followed by a user-initiated action.

#Different types of expandable:Push downSide scrollFooterhttp://www2.mediamind.com/creative_zone/Disney_Dance_Party_9321278/index.html5

RICH MEDIAFLOATING AD

Creative may be any shape,

Ads appear over the content of the webpage

#http://www.google.com/doubleclick/gallery/examples/mini-john-cooper-works.html6

RICH MEDIAFULL SCREENLaunches ad unit into a full screen experience.

#http://www.admotioneurope.com/msn/demos/hbfull/bacardi/Barcardi ad launches into a full screen experience7

RICH MEDIAIN PAGE VIDEOIn-Page Video rich media format are video ads that appear in a fixed size and placement on a web page.

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RICH MEDIAINTERSTITIALThe interstitial is a full page ad experience which precedes the content page.

#Because the Interstitial is limited to just five seconds of viewable time, interactions are limited to click throughs.http://www2.mediamind.com/creative_zone/Smirnoff_Fiesta/index.html9

RICH MEDIAPEEL BACK ADLoads a small, "teaser" image in the upper right corner of the page

#The Peelback ad opportunity loads a small, "teaser" image in the upper right corner of the page. This image is the starting point for the page to curl or "peel" back and display the ad content. On first visit, the teaser will automatically peel back, opening up and displaying the full ad content for eight seconds. On the ninth second the peelback will auto-close. The peelback ad contains a close button that the guest may use to close the ad peel at any time.http://essentials.baltimoresun.com/media_kit/ad-examples/rich_media/peel-back/index.html10

RICH MEDIAWALLPAPER

Provides additional branding space on a pageFrames the page content.

#http://www2.mediamind.com/creative_zone/movistar_agua_wallpaper_msn/index.html11

RICH MEDIATAKEOVERReplace all or part of a publisher's web page with advertising content. Designed to look as if they are breaking/interacting with content.

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Trial

Advocacy

Purchase

Affinity

Conversion

Awareness Think of click-throughs and KPIs in the context of communication objectivesMore than just display

#What does display seek to do? Engagement is crucial throughout all objectives of display advertising. Click thrus become meaningless without advertising objectives13

Response rates declined from 35% to 0.09%, people get tired of seeing the same type of advertising. Deepak Ramanthan, Head of Display Marketing, Google

#Why? Havent ad formats help to reduce boredom?14

Banner Blindness

Jakob Nielsen

#Truth is, you may have the greatest idea, but the consumer doesnt care. You need to reach out to the consumer by grabbing their attention. Study done by usability guru Jakob Nielsen

Banner blindness: http://techcrunch.com/2011/04/29/the-future-of-advertising-will-be-integrated/15

How do we get the users attention?

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Wharton Study

#Wharton ran a study of traditional and static interstitials, traditional banners only drive up 16% of brand recall and almost zero message recall. However, just by including a simple text box which encouraged users to type in the quoted text, brand and message recall increased significantly.So, what can we take out from this study?

P.S. Most online ad inventories have been optimized for direct response advertisers. 17

Engagement is key

#Engagement is key within the display ad. Need to allow users to participate with the display ad itself. What exactly is engagement? Sounds like a big word full of fluff18

#1Engagement is an experience

#Engagement is an experience, any form of brand experience, a game, a concert, a movie etc. Note that display ads are often criticized for a lack of efficacy19

Brand: IkeaFormat: In Page Rich MediaObjective: PurchaseCreate an experience

#Recreated shopping experience, allowed user to buy directly from the display catalogue.http://www.youtube.com/watch?v=32Vt8cW0uWU

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Brand: AT & TFormat: ExpandableObjective: AffinityCreate an experience

#Recreated a game experience, allowed user to be part of the bannerBanner was held in conjunction with World CupClick thru to AT & Ts rethink possible website, Uses webcam to capture user movement, enabling interactionhttp://www.youtube.com/watch?gl=SG&hl=en-GB&v=TAdeAnO7pKk

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Create an experienceBrand: IntelFormat: In Page Rich MediaObjective: Awareness

#Recreated a game experience within an adhttp://www.youtube.com/watch?v=u6N2P8L2Hg4http://www.youtube.com/watch?v=9XQRJ0fsBi822

#2Engagement is giving consumers a voice

#Give consumers a reason to engage with your brand, same logic applies for display, give these consumers a voice.23

Giving consumers a voiceBrand: Axion BankFormat: In Page Rich MediaObjective: Affinity

#Actively supported youths, gave them an avenue to pursue their passion. Sound/videos act as excellent primers, recreates a music video experiencehttp://www.youtube.com/watch?v=9jTgGJkqWvU

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Giving consumers a voiceBrand: CokeFormat: Expandable BannerObjective: Affinity

#Gave consumers an opportunity to connect with a stranger by sending a personalized message.http://www.youtube.com/watch?v=F5bo1W5AOsoInnovation: Ties mobile ad to real time vending machineActivity on mobile leads to offline activity

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Giving consumers a voiceBrand: DoveFormat: TakeoverObjective: Advocacy

#Gave consumers an opportunity for women to advocate for real beautyWhat does the consumer want?http://www.youtube.com/watch?v=lg_jbSP-F2o

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Brand: The Killers (Movie)Format: In Page Rich MediaObjective: Advocacy

Giving consumers a voice

#Three of the cases before this were elaborate, however, does it always have to be so complex? What about a simple twitter display? It allows users to partake in the brand conversation as well.27

#3Engagement is personalization

#Engagement is personalization. In this day and age, data is gold, marketers should use them to their advantage. Use data to create relevant, credible display ads.28

Brand: Alka SeltzerObjective: AffinityEngagement is personalization

#Uses data to create a relevant interactive movie experience.http://www.youtube.com/watch?v=T_-wg79F0Gc29

Engagement is personalizationBrand: VertuFormat: Expandable BannerObjective: Purchase

#Uses data to identify potential customers within proximity.Innovation: Uses geo-location to drive footfall to Vertu retail stores http://vimeo.com/4141665430

Brand: NissanFormat: In Page Rich MediaObjective: TrialEngagement is personalization

#Objective: click thru to test drive pageCreates direct relevance to the users by creating a customized ad.Innovation: Communicates with the search engine to create a customized adhttp://www.youtube.com/watch?v=dSkJoT6RM2831

#4Engagement is utility

#Lastly, engagement is utility. To motivate users to interact with your display ad, you need to give them a reason to, one of them is utlity.Its not what you put into the banner, its what the consumer takes out of it.32

Engagement is utility

Brand: UniqloFormat: TakeoverObjective: Purchase

#Motivated users to interact with the display ad by giving them an incentive(an offer) that they actually care about.http://www.youtube.com/watch?v=CulOKgPbtc033

Engagement is utility

Brand: OPELFormat: In Page Rich MediaObjective: Awareness

#Click thru to Opel Movanos page, translated product utility into a consumer benefit. Again, a utility that they is actually useful.Innovation: Transports files across the web to demonstrate the idea of Movanos utilityhttp://www.youtube.com/watch?v=MqXB5UR5hdw34

Conclusion

#So to wrap things up35

ConclusionImmerse users in an experienceGive consumers a voicePersonalizationUtility drives motivation

#Think of how we can redo display, its more than just a banner. How can we excite the consumer? Main functionality should not differ from a normal print/TVC. Its not what you put into the banner, its what the consumer takes out of it.36

#So, hopefully with these guides in mind, marketers/clients can stop producing boring, dreary display advertising! 37

Thank Youjeremy.koh@wunderman.com

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