IAB BME branding display_2012_05_11
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Digital Branding Display Advertising standards & trends Akos Szabo Board Member, IAB Hungary
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Transcript of IAB BME branding display_2012_05_11
Digital Branding
Display Advertising
standards & trends
Akos Szabo
Board Member, IAB Hungary
The Humble Beginnings
Evolution of Formats
Ad Standards
Rich Media
Metrics
A form of online advertising where an advertiser’s message is shown on a destination web page, generally set off in a box at the top, in the middle or to one side of the content of the page.
What is digital
display advertising?
Display advertising appears on web pages in many forms, including web banners. These banners can consist of static or animated images, as well as interactive media that may include audio and video elements.
What is digital
display advertising?
http://www2.mediamind.com/creative_zone/pushdown_avatar/index.html
HotWired the first commercial online magazine
1994
The Humble Beginnings
AT&T the first online advertiser (Oct 27, 1994)
The Humble Beginnings
Full (Standard) Banner 468*60 pixel
78% Click Through Rate
CPM ad sales model
(cost per M)
From Humble Beginnings
http://ad-samples.com/vla/asset/demo/5887_135724/index.html
From Humble Beginnings
Proliferation of Formats
Banner Ads
Banner Standards
Standard
Ad Units
2000
Banner Mania
Direct Response vs Branding
Drive Traffic to Brands
I WANT
YOU I WANT
YOUR
CLICK!
Click Fetish
click-based metrics
(CTR, unique clicks,
post-click activity,
etc.)
CPC ad sales model
(cost per click)
Click Fetish
The Survival of the Fittest
The Survival of the Fittest
The Survival of the Fittest
Standard
Ad Units
2000
The Survival of the Fittest
Universal
Ad Package
Standard
Ad Units
2011
Size Does Matter An ordinary day in Poland…
Size Does Matter An ordinary day in Poland…
Gemius Research
Size Does Matter
Size Does Matter
XL billboard (970*250)
CTR: 0,48%
campaign
average
CTR: 0,18%
Size Does Matter
Half Page
(300*600)
CTR: 0,31%
campaign
average
CTR: 0,16%
Size Does Matter
A bigger canvas
A bigger canvas
A perfect day?
A perfect day?
A perfect day?
A perfect day?
Rich Media Ads
IAB Ad Standards & Creative Guidelines (Feb 28, 2011):
http://www.iab.net/guidelines
IAB Rising Stars
Display Ad Units (rich media, since 2011)
• billboard
• filmstrip
• portrait
• pushdown
• sidekick
• slider
IAB Billboard
IAB Filmstrip
IAB Portrait
IAB Pushdown
IAB Sidekick
IAB Slider
Rich Media Metrics IAB Rising Stars
Industry Rich Media
Benchmarks (Unicast Industy Rpt q1-4 ‘10)
Engagement Rate (= ITR + CTR)
10.12% 1.58%
Interaction Rate (ITR)
9.82% 1.43%
Click-Thru Rate (CTR)
0.29% 0.15%
Ad Engagement Time
34, 47, 98 seconds 14 seconds
Ad Display Time
94 seconds 59 seconds
Avg. Video Play Time
24, 17, 23.6 seconds 12 seconds
Smart Ad Benchmarks A MediaMind White Paper
http://www.mediamind.com/domorewithdigital/index.html
Smart Ad Benchmarks Highlights
Smart Ad Benchmarks Highlights
Smart Ad Benchmarks Highlights
Flipside Instant sikertörténet
Flipside Láncreakció
Flipside
UX & Engagement
http://www.eyeblaster.es/demos/peugeot/wp_peugeout_rcz_msn/index.html
Thank You
for your attention!
Köszönjük a
figyelmet!
Szabó Ákos
elnökségi tag, IAB Hungary
