$200,000,000 was spent on online advertising in New Zealand in 2008. But what percentage of those thousands of ads were effective? How many were ignored, or, worse still, annoyed the very consumers they were supposed to persuade? In our first breakfast briefing of 2009, Optimal Usability invites you to join us, together with Mike Pethig from Ad Protocol, to learn how to balance of the needs of your website visitor while maximizing advertising revenue. We will share with you the results of reviewing nearly 50 academic papers and research reports, and provide recommendations from real-world experience of online advertising in New Zealand.  

1. How to Create Online Ads That People Don’t Hate Trent Mankelow with Mike Pethig

3. Support the visitor’s goals

4. Interactive ads

6. Text links vs. Graphic adverts

8. Text ads done right

9. Position links to the right of the editorial

10. Don’t use a border to separate text ads & editorial

11. Use dark text on light non-patterned background

13. Creative is everything

14. Creative is everything

16. Putting it all together

17. The future of online advertising