Creative approach identifying opportunity with display advertising for agencies and brands.

1. The Opportunity in Online Advertising
Sunday, December 16, 12

2. Americans spend
60 hours a week online.
Source: Nielsen
Sunday, December 16, 12

3. That is
1.5x more hours
than parents
spend with
their kids.
Source: US Census
Sunday, December 16, 12

4. 2011 online advertising spend is up
18% to
Source: Mintel
Sunday, December 16, 12
$31B

5. Banner ads have a dismal
.001% CTR
Source: Double-Click
Sunday, December 16, 12

6. You are
475x
more likely to
survive a plane
crash than click
on a banner ad.
Source: Source Media
Sunday, December 16, 12

7. You are
31x
more likely to win
a prize in mega millions
than click a banner.
Source: Source Media
Sunday, December 16, 12

8. You are
112x more likely to sign
up for and complete
NAVY SEAL training
than click a banner ad
Source: Source Media
Sunday, December 16, 12

9. So advertising
online is
pointless,
right?
Sunday, December 16, 12

10. Wrong!
56%
of people say they would
click on a banner ad if it was
entertaining or useful!
Source: Mintel
Sunday, December 16, 12

11. The Problem:
Digital Agencies Ad Agencies
Lack the Creative Don’t Care
to be effective about display ads
Sunday, December 16, 12

12. Display advertising
can be as:
Innovative as mobile
Informative as web
Artistic as print
Inspiring as broadcast
Interactive as social
Sunday, December 16, 12

13. Online advertising is
successful when it is:
Interactive
Entertaining or Useful
Self-contained
Contextual
Sunday, December 16, 12

14. 1. Interactive
“The greatest danger to our
future is apathy”
- Jane Goodall
Sunday, December 16, 12

15. Interactive Ads
63% Dynamic content increases brand
recall more than static ads.
In recognition of the game’s 30th anniversary,
Google created a fully playable version of Pacman
that was used to increase brand like-ability.
Source: Ad Age
Sunday, December 16, 12

16. 2. Entertaining or Useful
“People will forget what you said,
people will forget what you did,
but people will never forget how
you made them feel.”
- Maya Angelou
Sunday, December 16, 12

17. Entertainment Ads
56% of people would click on an ad if it
were entertaining or useful.
Zippo uses two banner ads to play off one
another. As the lighter on the bottom burns,
the lady on top becomes increasingly hot
and must take off her clothes to keep cool.
Sunday, December 16, 12

18. Utility Ads
56% of people would click on an ad if it
were entertaining or useful.
This rich media banner ad campaign was created to educate patients and consumers
about new healthcare technologies offered through Cedars Sinai Medical Center.
Source: WDCW
Sunday, December 16, 12

19. 3. Self-contained
“When your work speaks
for itself, don't
interrupt.”
- Henry J. Kaiser.
Sunday, December 16, 12

20. Self-Contained Advertising
of people avoid clicking a banner
61% in fear “it will take them away from
what they are doing
The TV Series ‘White Collar’
created an in-page experience
that allowed users to uncover
hidden secrets throughout the
New York Times’ website.
Sunday, December 16, 12

21. 4. Contextual
“The use of camouflage is
as old as human history.”
- Roy R. Behrens
Sunday, December 16, 12

22. Contextual Ads
“The fundamental problem with
display ads is our eyes are
quickly trained to look at what is
most relevant on the page.”
- Jakob Neilson
Source: Jakob Neilson
Grey Away created an
advertorial-style campaign to
blend with the editorial content
of the European news site
shown on the left. The effect
makes the the entire site
appear to be branded content.
Sunday, December 16, 12

23. Companies spend..
8-10% of revenue on
marketing
.05% of this budget
on banner ads
37% of advertising
spend is wasted
Turn your waste into Revenue
Sunday, December 16, 12

24. Thank you.
This presentation was created by
Anthony Brown
http://twitter.com/awbrown
http://linkedin.com/in/awbrown
Sunday, December 16, 12