SMAD 307

1
SMAD 307
Multimedia for the Web
Banner Ads
2
Online Advertising
Banner Ads
Online advertisement in the form of a
graphic image that typically runs across the top
or bottom of a webpage.

• Usually .gif format

• Usually clickable

• Often an animated .gif

• Can be interactive

3
Online Advertising
Banner Ads

• Often made to be deceptive to get you to
  click
• Looks like a search box
• Looks like a system warning
• message
• - Looks like email

• Standard banner is 468 pixels wide by 60 pixels
  high

4
Online Advertising
Banner Ads Early Standards

• The Interactive Advertising Bureau IAB
  identified the following as the most commonly
  accepted

http//www.iab.net
5
Online Advertising
Banner Ads UAP Standard

• August 2002 The IABs Ad Sizes Task Force
  began a process to reduce the number of ad sizes
  for the purposes of reducing the costs and
  inefficiencies associated with the planning,
  buying and creating online media. The result was
  the Universal Ad Package, a set of four ad sizes
  that all compliant member publishers have agreed
  to support.

6
Online Advertising
Banner Ads Some Terminology

• Leaderboard
• Big Banner

• Narrow Skyscraper
• (120 X 600)

- Wide Skyscraper(160 X 600)
- Billboard - Big Box
- Rectangle
7
Online Advertising
Banner Ads 728 X 90 A Growing Standard

8
Online Advertising
Banner Ads 728 X 90 A Growing Standard

9
Online Advertising
Ten Ways to Create Effective Banner Ads (Source
DoubleClick www.doubleclick.net)

• 1. Target Your Audience
• Industries (Sites where your audience goes)
• Geographic areas (if applicable)

2. Pose Questions

• Questions are interactive/attention getters
• Can raise click-through by 16 over average

• 3. Use Bright Colors
• Research Shows blue, green and yellow work
  best, while white, red, and black are less
  effective

10
Online Advertising
Ten Ways to Create Effective Banner Ads

• 4. Place Ads on Pages that Target Best
• If youre Oracle, place ads on Yahoo! in the
  Computers and Internet section

11
Online Advertising
Ten Ways to Create Effective Banner Ads

• 5. Pay to place banner ads at TOP of pages
• Theyre more likely to be clicked on
• Do BOTH top and bottom if possible

• 6. Use Animation
• Catches attention
• Research shows Using Java or .gif animation can
  increase response rates by up-to 25.

• 7. Make the Ad a Tease
• Dont give away too much
• Research shows Cryptic messages typically
  increase click-through 18.

12
Online Advertising
Ten Ways to Create Effective Banner Ads

• 8. Make a Call to Action
• Click Here
• Visit Now
• Enter Here
• Research Shows improves response rates by 15.

• Place the Call to Action on the RIGHT SIDE
• of the banner ad

13
Online Advertising
Ten Ways to Create Effective Banner Ads

• 9. Avoid Banner Burnout
• Overexposure of banner ads that contributes to a
  drop in click-through rates.
• How many impressions do you want?
• Frequency control reduces burnout

Frequency The number of times an individual is
exposed to an advertising message ( of
impressions).

• After the fourth impression, average response
  rates typically drop to under 1.

Reach The number of different people exposed to
an advertising message

• Controlling your Frequency allows greater
  Reach

14
Online Advertising
Ten Ways to Create Effective Banner Ads

• 10. Measure Effectiveness Beyond
• Click-Throughs
• Do they do anything once they get to your site?
• Do they fill out Lead forms?
• Measure user interaction on your site