5. Banner ads have a dismal
.001% CTR
Source: Double-Click
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6. You are
475x
more likely to
survive a plane
crash than click
on a banner ad.
Source: Source Media
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7. You are
31x
more likely to win
a prize in mega millions
than click a banner.
Source: Source Media
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8. You are
112x more likely to sign
up for and complete
NAVY SEAL training
than click a banner ad
Source: Source Media
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9. So advertising
online is
pointless,
right?
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10. Wrong!
56%
of people say they would
click on a banner ad if it was
entertaining or useful!
Source: Mintel
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11. The Problem:
Digital Agencies Ad Agencies
Lack the Creative Don’t Care
to be effective about display ads
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12. Display advertising
can be as:
Innovative as mobile
Informative as web
Artistic as print
Inspiring as broadcast
Interactive as social
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13. Online advertising is
successful when it is:
Interactive
Entertaining or Useful
Self-contained
Contextual
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14. 1. Interactive
“The greatest danger to our
future is apathy”
- Jane Goodall
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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
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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
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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.
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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
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19. 3. Self-contained
“When your work speaks
for itself, don't
interrupt.”
- Henry J. Kaiser.
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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.
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21. 4. Contextual
“The use of camouflage is
as old as human history.”
- Roy R. Behrens
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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.
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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
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24. Thank you.
This presentation was created by
Anthony Brown
http://twitter.com/awbrown
http://linkedin.com/in/awbrown
Sunday, December 16, 12