SXSW 2012, Google's Project Re:Brief & Display Advertising
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Mavis Huntley, Director, Digital Innovation at john st. recounts what she learned around display advertising and Google's Project Re:Brief at SXSW 2012.
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SXSW 2012, Google's Project Re:Brief & Display Advertising
- 1. display advertising still SXSW 2012 works. yee haw! Online Advertising March 30, 2012
- 2. this year, internet advertising turns 18-years-old johnst.com 2
- 5. after two decades of being online we see continuous investment johnst.com 5
- 6. Text 2010 Actual + 2011 Estimated Canadian Online Advertising Revenue Survey DETAILED REPORT conducted by Ernst & Young and sponsored by IAB Canada
- 7. but despite this, display ads are still being used to inform johnst.com 7
- 9. introducing, project re:brief johnst.com 9
- 12. remember + extend storytelling in your ads (immersive/emotive) + how can your ad interact with the user’s real world + add a technologist (Marc) to your brainstorm + invoke curiosity Website: www.projectrebrief.com You Tube: www.youtube.com/user/projectrebrief johnst.com 12
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- In 2010, online advertising revenue exceeded newspaper for the 1st time. And although each year has been continuous in terms of the revenue spend, we saw the spend almost double in 2010 from 2009. \n
- We are not using the medium to engage, connect or entertain with our customers. Just tell them what to do. \n
- An example of a recent ComScore presentation (given in March 2012) identifying these ad examples as “social”, and driving more traffic than your basic display ads. \n\nAnd we wonder why the average click through rates are about .09% (meaning approximately 1 out of 1000 people will click on your ad)\n
- Google, being in the business of display advertising decided to show the industry that a creative idea can engage, connect and entertain customers no matter what medium - including a 250x300 box. \n\nBut of course being Google, they decided to get the best-of-the-best to prove it and document the whole process by Doug Pray (the director for Art & Copy)\n\n\n
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- So next time you are working on a project with display ads think of these things. \n\n1. How can you extend your campaign story into your ad? You want your user immersed in the story even in this small area.\n2. Think about the usefulness of the ad - how can you interact with the user’s real world so that they see value in the story you are telling\n3. Once you have an idea, bring in Marc to brainstorm with you. He could add ideas based on technology you aren’t even aware of\n4. And if you don’t remember anything else - when creating online ads ask yourself does it invoke curiosity? Will your add make the user curious enough to click?\n