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Rich Media AdvertisingNot What You Might Think
Clicks/Click-Throughs The ratio of page views to clicks. The number of visitors who click on the banner ad linking to the ...
CTR: Click Through Rate The ratio of page views to clicks. It is expressed as the percentage of total visitors to a partic...
CPM: Cost Per Thousand   Cost per thousand impressions,the standard in selling banner ads.                          http:/...
CPC: Cost Per Click The cost paid per click-through.                        http://www.iab.net/iab_products_and_industry_s...
Page Views or Impressions Amount of people who could have seen a banner ad. Doesn’t measure the effectiveness of a brandin...
Cost Per Sale This is the measure of how much advertising money is spent on making one sale.                        http:/...
Damn.The typical click-through-rate is under 1%. Click-through ratessignificantly higher than that are very rare.         ...
Why Do It? Repeated exposure to a stimulus that’s barely perceptible can enhance a person’s feelings towards what is other...
The Early Years.Gifs and buttons
McDonalds 1996
The Early YearsCampaign
Create Interaction
Allow for customization
Make it Contextual.
Make it useful.
Make it Playable
Make it entertaining.
Do not turn a print or TV adinto a banner in thename of integration.
Use the individual media todisplay your idea in its own way.
Why you should name yourcampaign:Allows viewer to tell his friends about it. “Did you seethat Whopper Freakout thing?”It c...
IAB Standard Sizes
Pointroll Capabilities
Pictela
Free Banner Design Sites        mybannermaker.com        ABCBanners.com
Review:Banner Ad Best PracticesIs the Idea:InteractiveCustomizableContextualEntertainingPlayableUseful
In-Class Ace Hardware Holiday Inn Express Windex Electronic Wipes
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld
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Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld

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Banners: The Creative Circus Digital Trends Class: Heddy Lunenfeld

  1. 1. Rich Media AdvertisingNot What You Might Think
  2. 2. Clicks/Click-Throughs The ratio of page views to clicks. The number of visitors who click on the banner ad linking to the advertiser’s Web site. http://www.iab.net/iab_products_and_industry_services
  3. 3. CTR: Click Through Rate The ratio of page views to clicks. It is expressed as the percentage of total visitors to a particular page who actually clicked on the banner ad. http://www.iab.net/iab_products_and_industry_services
  4. 4. CPM: Cost Per Thousand Cost per thousand impressions,the standard in selling banner ads. http://www.iab.net/iab_products_and_industry_services
  5. 5. CPC: Cost Per Click The cost paid per click-through. http://www.iab.net/iab_products_and_industry_services
  6. 6. Page Views or Impressions Amount of people who could have seen a banner ad. Doesn’t measure the effectiveness of a branding campaign. Does measure the amount of visitors exposed to it. http://www.iab.net/iab_products_and_industry_services
  7. 7. Cost Per Sale This is the measure of how much advertising money is spent on making one sale. http://www.iab.net/iab_products_and_industry_services
  8. 8. Damn.The typical click-through-rate is under 1%. Click-through ratessignificantly higher than that are very rare. http://www.iab.net/iab_products_and_industry_services
  9. 9. Why Do It? Repeated exposure to a stimulus that’s barely perceptible can enhance a person’s feelings towards what is otherwise a neutral object. These feelings can include more subjective things such as “fame, truth, duration, loudness, or stimulus brightness Timmer, John. (May 19, 2007). The Psychology of Banner Ads. In ars technica. Retrieved August 24, 2010, from http://arstechnica.com/old/ content/2007/05/the-psychology-of-banner-ads.ars.
  10. 10. The Early Years.Gifs and buttons
  11. 11. McDonalds 1996
  12. 12. The Early YearsCampaign
  13. 13. Create Interaction
  14. 14. Allow for customization
  15. 15. Make it Contextual.
  16. 16. Make it useful.
  17. 17. Make it Playable
  18. 18. Make it entertaining.
  19. 19. Do not turn a print or TV adinto a banner in thename of integration.
  20. 20. Use the individual media todisplay your idea in its own way.
  21. 21. Why you should name yourcampaign:Allows viewer to tell his friends about it. “Did you seethat Whopper Freakout thing?”It can help identify the domain or allow someone to findit online easily. “Google Doritos 626; it’s badass.”Name will (hopefully) be incorporated into people’svocabulary. “Who do you think you are, the mostinteresting man in the world?” Thunder, Innovative. 2010. Oh My God What Happened And What Should I Do? Norrderstedt: Books On Demand GmbH.
  22. 22. IAB Standard Sizes
  23. 23. Pointroll Capabilities
  24. 24. Pictela
  25. 25. Free Banner Design Sites mybannermaker.com ABCBanners.com
  26. 26. Review:Banner Ad Best PracticesIs the Idea:InteractiveCustomizableContextualEntertainingPlayableUseful
  27. 27. In-Class Ace Hardware Holiday Inn Express Windex Electronic Wipes

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