Seminar in Interactive Advertising

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Seminar in Interactive Advertising. Department of Advertising College of Communication The University of Texas at Austin. Seminar Notes for Topic: “Creative Issues in Interactive Advertising”. Creative Issues in Interactive Advertising. I. Interactive Creative Concepts - PowerPoint PPT Presentation

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  • Seminar in Interactive AdvertisingSeminar Notes for Topic: Creative Issues in Interactive Advertising

    Department of Advertising College of Communication The University of Texas at Austin

  • Creative Issues in Interactive Advertising I. Interactive Creative Concepts II. Creative and Clicking III. Creative and Brand Building IV. What is an Effective IAd?

  • I. Interactive Creative ConceptsA. Creative Organizations 1. Traditional agency 2. Interactive agency 3. In-house 4. Media organization B. DoubleClick Example 1. Network seller for banners 2. New sponsorships creative team just for sponsorship help [URL: www.shockwave.com]

  • I. Interactive Creative ConceptsC. Interactive vs. Traditional Creative 1. No fixed time unit as in radio/tv 2. Not static as in a print page 3. Banners start like outdoor but end differently 4. Creative rotation issues as in radio/tv 5. Specialized creative demands of buttons, banners, sponsorships, content sites, etc. 6. Games (7Up e.g.) provide for extended creative involvement 7. What else?

  • I. Interactive Creative ConceptsD. Creative Rules of Thumb 1. Bigger is better (large type, e.g.) 2. Color your world--sparingly. 3. Faster beats fancier. 4. Content is king. 5. Small bytes go down easier. 6. If you dont have something good to say, dont say anything. Roger Black, Web Sites That Work, Adobe Press, 1997

  • I. Interactive Creative Concepts E. Style ...the Web is one of the most restrictive canvases ever offered to an artist. useable area smaller than a hand span color palette is less than 256 colors need for smallest file sizes will force a return to pure style Peter Gillespie from VOICE Creative Engineering before the International Design Festival in Glasgow, 1996

  • I. Interactive Creative ConceptsF. Changes in Format 1. Banner originally ubiquitous2. New formats such as skyscraper 3. Internet Advertising Bureau (IAB) a. Sets Standards for the industry such as banner size b. Has new formats standardized as of March 2001 http://www.iab.net

  • II. Creative and ClickingA. Ways to Determine Banner Strategies: 1. Use common sense 2. Do what everyone else is doing 3. Try everything and measure results 4. Learn from those who have measured results

  • II. Creative and ClickingB. Banner Issues: 1. Where on the page should it reside? 2. How long should it stay there? 3. How often should it be seen? 4. What words are most effective? 5. If it is not a standard size, what size? 6. Should animation be used?

  • C. DoubleClick Top Ten Tips: 1. Target, target, target 2. Pose questions 3. Use bright colors 4. Home is not always sweet 5. Location, location, location 6. Use animation 7. Use cryptic messages 8. Call to action 9. Avoid banner burnout (after exp. #4, 1% click) 10. Measure beyond click (e.g., fulfillment) [URL: www.doubleclick.com] II. Creative and Clicking

  • II. Creative and ClickingD. Philip Ward Burtons Which Ad Pulled Best--the traditional rules 1. Offer a major benefit 2. Make it easy to see and read 3. Establish audience identity 4. Attract by being new 5. Be believable 6. Stress what is unique

  • II. Creative and ClickingE. Ron Richards 4 Major Imperatives: 1. Announce a news story, signal a hot issue or disaster, and offer a breakthrough or extraordinary results. 2. Reset the standard that the buyer should expect, demonstrate uniqueness, or make an offer or guarantee. 3. Offer the gift of critical learning 4. Create urgency. Ron Richards, President, ResultsLab [URL: www.resultslab.com]

  • III. Creative and Brand BuildingA. I/Pro Study on Banners 1. 42% (n=500 respondents) of users never look at banners [Mary Meeker, Internet Advertising Report, 1996]. B. David Ogilvy, Confessions... ...the market you are advertising to is not just a crowd, but a passing parade.

  • III. Creative and Brand BuildingC. Milward-Brown Study: Internet Advertising Bureau Slide Show [URL: www.iab.net]

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • III. Creative and Brand Building

  • IV. What is an Effective IAd?A. Four Corners Effective Banners site at:www.whitepalm.com

  • IV. What is an Effective IAd?A. The following 3 animated banners appeared in Yahoo when people searched on the keyword phrase "Starship Troopers" during the month the movie opened (November 1997). B. Can you guess which banner has over twice the click-through as the other two?

  • IV. What is an Effective IAd?

  • IV. What is an Effective IAd?

  • IV. What is an Effective IAd?A. A Good CTR 1. A good CTR is dependant upon many factors, including the banner design and the content of the web site the banner is supposed to represent. In an economic model, the CTR is a reflection of advertising (the banner exposures). Judging the effectiveness of a CTR then becomes a reaction of advertising vs. revenue. 2. A site selling a $5 knick-knack may not consider a 62:1 CTR to be acceptable, while a site selling something expensive, such as real estate, may consider it to be very good. 3. The basic idea behind the CTR is getting lost in the chase for an ever lower number. A CTR is merely a ratio of exposures to visitors via a banner. In the above case with the two vendors, a CTR of 62:1 may be good IF those visitors are translating into sales. Lousy if they aren't.

  • IV. What is an Effective IAd?B. High Brand/Ad Awareness and Recall C. High Attitude Toward the Banner D. High Intentions to Action E. High Purchase/Behavior Rate