Banner Advertising: "No More 'Punch the Monkey'"
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Ignite NM Presentation by Kristelle Siarza, regarding the 101 on Banner Advertising and Tips to get higher CTR's Kristelle Siarza is a social media and marketing freelancer that can provide help on planning, brainstorming, and monitoring. For more information, please visit her website at http://www.about.me/misskristelle or send her an email at kristellesiarza@gmail.com
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Banner Advertising: "No More 'Punch the Monkey'"
- 2. Can’t find the stupid ad
- 4. Hotwire.com 1994 (I was 8 years old) Source: Frank D’Angelo, CL&S New York, AdAge.com
- 5. The First Banner Ad Two Million Internet Users 24.4 kps Dial-Up
- 6. Happy Belated Birthday Banner Ads October 27, 1994 $24 billion dollar industry
- 7. Current State of Banner Ads Forms of Measurement evolving Standards of Practice
- 8. IAB The “understoods” of Banner Advertising Universal Ad Package Universal ClickTag
- 9. Ad Serving Thirty Party Servers Some People Do It Manually
- 10. Ad Exchanges Generate Revenue with in-house advertising Remnant Advertising Targeted to demographics and audience
- 11. National Websites Top 100 QuantaCast websites: 68 serve form of advertising Billions of Dollars in Revenue Interactive Agencies do these buys
- 12. Local Websites Media Websites ABQJournal.com KOB.com Alibi.com Clear Channel Radio Stations Citadel Radio Sites
- 13. How to get Better CTR’s Common Mistakes Happen in the creative Happen in the Placement
- 14. Not Always the CTR
- 15. Placement is Key Home Page Secondary Pages See or ask for Pageviews per User Print Pages/Send Email Pages
- 17. Rich Media is Key (too) High CTRs Most Engaging Cautions: Delivery Limitations File Size Limits
- 18. Clean Creative No! Yes!
- 19. Call to Action Button
- 20. Landing Pages or Website We want the end result! Collect Information Coupons Banner Pointing to specific page on the website
- 21. Past the five minutes @misskristelle Facebook.com/KristelleSiarza Linkedin.com/in/kristellesiarza
Notas del editor
- According to Deepmojo.com-Started with a java based banner ad, user guided glove-Punch the Monkey – best known banner ads in the industry-Tried to recapture success
- -See it on almost every website-website owner, brings revenue-Banner advertising: The most popular ad, the history, and tips to have a good banner ad campaign
- -Started with a Media partnership with an agency in New York,-They said the same message that’s being echo’d today: “We’ve got to explore this form of media”
- Time of Two Million Internet Users24.4 kilobytes per second, dial up internetAd was from AT&T MCI, Volvo, Club Med 1-800-Collect and ZimaVolvo, just had general branding, landing page was a questionnaire
- Fifteen years later, happened in October 27, 1994Businesses are still trying out banner advertising for the first timeAgencies are STILL skeptical about trying banner advertising$24 billion dollar industry, with thousands of experts and businesses increasing their model
- It’s everywhere!Locally, nationally, anywhere there’s good traffic, good banner adsForms of Measurement such as DART, Eye Blaster, Etc – continually evolvingStandards of practice had to be implemented in time
- IAB – define standard unit sizing so ad servers, publishing website, and buyers/creative teams are all on the same pageA term coined by the Interactive Advertising Bureau (IAB) to define a standardgroup of ad units that most campaigns should include. The Universal Ad Packageincludes the LeaderBoard (728X90), Skyscraper (wide skyscraper is 160x600 andthe narrow skyscraper is 120x600) and a rectangle (300x250 or 336x280).Also the ClickTag, so tracking softwares can track accurately.
- -Third Party Servers-Dart/DoubleClick-OpenAds-OpenX-Eyeblaster-Specifics for campaign, evenly distribute impressions according to goals, set specific times during the day being seen, etc-Some people do it manually, serve all impressions of website
- Markets: Where you get the “remnant advertising-where you run into those whitening advertising-often the fillers on websites so they always have impressions being served-often targeted buys towards the demographics of the websitei.e. best buy, IGN, Last.Fm
- Quantacast top 100 websitesMillions of dollars of revenue generated, since you buy banner ads by the cost per thousandInteractive Agencies or Marketing agencies with a Digital Department will buy directly to the website
- These local websites are the heaviest hitters for local advertising since so many local people generate views and visits from thisReoccurring content, breaking information, local feel and spin
- Banner Advertising always serves multiple purposes;Branding, Top of Mind AwarenessAlso encourages Price pointing and direct response
- 78% CTR in the beginning with “click here”
- Just like my PPC Homies