IAB BME branding display_2012_05_11
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Digital display advertising has evolved from simple static banner ads to include rich interactive formats. Early banners were small static images, but formats now allow for video, audio, and user interaction. Metrics have also advanced, tracking user engagement beyond just click-through rates. Studies show larger ad units and rich media perform better based on engagement metrics. Standards organizations like IAB introduce new formats to maximize advertising impact and guide development.
IAB BME branding display_2012_05_11
- 1. Digital Branding Display Advertising standards & trends Akos Szabo Board Member, IAB Hungary
- 2. The Humble Beginnings Evolution of Formats Ad Standards Rich Media Metrics
- 3. What is digital display advertising? A form of online advertising where an advertisers 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.
- 4. 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.
- 6. The Humble Beginnings HotWired the first commercial online magazine 1994
- 7. The Humble Beginnings AT&T the first online advertiser (Oct 27, 1994) Full (Standard) Banner 468*60 pixel CPM ad sales model (cost per M) 78% Click Through Rate
- 11. Banner Ads
- 12. Banner Standards Standard Ad Units 2000
- 13. Banner Mania
- 14. Direct Response vs Branding
- 15. Drive Traffic to Brands I WANT YOU YOUR CLICK!
- 16. Click Fetish click-based metrics (CTR, unique clicks, post-click activity, etc.) CPC ad sales model (cost per click)
- 17. Click Fetish
- 18. The Survival of the Fittest
- 19. The Survival of the Fittest
- 20. The Survival of the Fittest Standard Ad Units 2000
- 21. The Survival of the Fittest Universal Ad Package Standard Ad Units 2011
- 22. Size Does Matter An ordinary day in Poland
- 23. Size Does Matter An ordinary day in Poland Gemius Research
- 24. Size Does Matter
- 25. Size Does Matter XL billboard (970*250) CTR: 0,48% campaign average CTR: 0,18%
- 26. Size Does Matter Half Page (300*600) CTR: 0,31% campaign average CTR: 0,16%
- 27. Size Does Matter
- 28. A bigger canvas
- 29. A bigger canvas
- 30. A perfect day?
- 31. A perfect day?
- 32. A perfect day?
- 33. A perfect day?
- 34. Rich Media Ads IAB Rising Stars Display Ad Units (rich media, since 2011) billboard filmstrip portrait pushdown sidekick slider IAB Ad Standards & Creative Guidelines (Feb 28, 2011): http://www.iab.net/guidelines
- 35. IAB Billboard
- 36. IAB Filmstrip
- 37. IAB Portrait
- 38. IAB Pushdown
- 39. IAB Sidekick
- 40. IAB 際際滷r
- 41. Rich Media Metrics Industry Rich Media IAB Rising Stars 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
- 42. Smart Ad Benchmarks A MediaMind White Paper http://www.mediamind.com/domorewithdigital/index.html
- 49. Flipside
- 52. Thank You for your attention! K旦sz旦nj端k a figyelmet! Szab坦 kos eln旦ks辿gi tag, IAB Hungary