MCAD - FOA 2011 - Session #12
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1. The class discusses online advertising, focusing on common banner ad formats including sizes, types of functionality, placement, and measurement metrics. 2. Examples of banner ad storyboards and creative executions are presented to illustrate best practices for developing online advertising. 3. Students are asked to present digital ecosystems that integrate multiple online and offline platforms to create immersive advertising experiences for audiences.
MCAD - FOA 2011 - Session #12
- 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach Pentel Class 12: Online Ads Future of Advertising - March 28
- 2. Today Online Ads Break Digital Ecosystem Presentations Break Art & Copy Discussion + Work Time Future of Advertising - March 28
- 3. Upcoming Today Building Blocks: Online Ads April 18 Assembling a Modern Portfolio April 25 Portolio Round 2 & The Future of the Past: Transformation of Old Media May 2 Ideas: Redux Future of Advertising - March 28
- 4. So... Let’s talk about online advertising. Future of Advertising - March 28
- 5. But Zach, haven’t we been doing that all along? Future of Advertising - March 28
- 6. Yes, but we’ve been talking about the future. Let’s talk about the present. Future of Advertising - March 28
- 7. Future of Advertising - March 28
- 8. Future of Advertising - March 28
- 9. Future of Advertising - March 28
- 10. Social media: 716 Million (and it’s mostly staffing) Future of Advertising - March 28
- 11. Point being, Banner ads are bread and butter. Future of Advertising - March 28
- 12. Building Blocks: Banner Ads 1. Sizes 2. Types/Functions 3. Placement 4. Measurement 5. Creative
- 13. #1: LEADERBOARD Standard = 728x90 | Half banner = 234x60
- 14. http://www.iab.net/standards/adunits.asp #1: SQUARE, BOX, RECTANGLE Standard = 300x250 | Others = 336x280, 250x250, 240x400
- 15. http://www.iab.net/standards/adunits.asp #3: SKYSCRAPER Standard = 160X600 | Others = 120X600
- 16. A note about functionality: Various levels of interaction, animation/motion and sound are possible within banners. Unlike print or TV, where the boundaries of what’s possible have been (more or less) mandated, online advertising offers quite a range of options. The key to success is to talk about strategy (i.e. what technology do we need to impact our audience effectively) and the media buy (i.e. what technology is available in our media budget and placement) long before creative concepting even begins. This is why it matters to you.
- 17. Functional types—Static/Back Up: These executions provide a very simple level of content. They appears only if the browser or server is unable to display the preferred banner format. Static banners are like traditional out- of-home billboards—everything related to the idea has to be acknowledged in one space.
- 18. Functional types—(Flash) Fixed, non-expanding, non-video serving: Typically incorporating animation/motion and potentially sound (which must be user-initiated, per most media contracts). http://bannerpalooza.com/portfolio/SonyVaio_300x250.html
- 19. Functional types—(Flash) Video serving and/or expanding: Most commonly referred to as “rich media.” Here we’ve got a full arsenal of tools: animation/motion, a larger space (after expansion), video, database functionality http://bannerpalooza.com/portfolio/3MPrivacyFilters/index.html
- 24. Building Blocks: Banner Ads 1. Sizes 2. Types/Functions 3. Placement 4. Measurement 5. Creative
- 25. Building Blocks: Banner Ads What’s the media buy? Site list (per site section) When (daypart) and how often? Ajacent content Frequency Bandwidth/limitations
- 26. Media buy + site specifications We’re still working, somewhat, in the Wild West. Unlike broadcast TV or print with NTSC and CMYK standards, banner ads are often subject to last-minute changes brought by publishers, networks and the advancement of technology. As a creative, you want to know about the following up front: •The site list (media buy) and specific placements as well as file size (bandwidth) limits, looping limits, sound + video specs, required controls for all sites on the list •If you’re utilizing data capture (form fields), what info is required by the client + allowed by the site? What’s the hosting plan for the data? •Destination plan for all units you’re creating. Where will you be sending people who click? What content will be there?
- 28. Networks So this is how your banner ad gets distributed. Networks act in between the agency/production firm/media company (representing the client brand) and the site publisher (i.e. nytimes.com) to facilitate serving, tracking and maintaining your banner ad’s placement. Some of the majors are: Pointroll (http://pointroll.com) EyeWonder (http://eyewonder.com) EyeBlaster (http://eyeblaster.com) DartMotif = DoubleClick, i.e. Google (http://doubleclick.com) AdMob (http://admob.com)
- 29. Building Blocks: Banner Ads 1. Sizes 2. Types/Functions 3. Placement 4. Measurement 5. Creative
- 30. Success criteria How will your banner ads be measured? Here are a few methodologies: Click-through rate (CTR) The ratio of page-views to clicks on the ad, expressed as the percentage of a page’s total visitors who clicked on the banner. In this age, a respectable average banner CTR could be 1%. Cost-per-click (CPC) Takes the cost of the media, divides by the number of click- throughs. View-Through Rate (VTR) Less common, rapidly gaining popularity, and more holistic, this measurement integrates a value for length of time a user sees the banner along with any time spent interacting with the unit, in addition to any click-through.
- 32. Building Blocks: Banner Ads 1. Sizes 2. Types/Functions 3. Placement 4. Measurement 5. Creative
- 33. Storyboards “Whatever works, so long as it’s legible to other people.” Words of advice: •If you’re storyboarding an online ad, do it to production spec. •Make your frames 120x600px if that’s one of the sizes in the media plan. •Work at 100% scale, at 72dpi. •And don’t be afraid to write up a treatment to help explain what you want to see happening in terms of animation style, editorial sequence, rollover effects and other actions.
- 35. Storyboard examples (728x90px, expandable) Functional description 1) The banner begins with AGE logo, headline, CTA, legal and “egg curtain.” 2) The “egg curtain” parts from the middle, revealing a short video clip, in this case, of a nest egg getting checked on a treadmill. (No sound.) 3) Any cursor-movement over the unit initiates banner expansion. (If the user doesn’t engage, the curtain sequence and video repeats itself a second time.) 4) On expansion, the full-length video plays from the beginning, with sound. To the right, new copy and a new CTA appear.
- 36. Storyboard examples (300x250px) Functional description This is a fixed (non-expanding) unit. All of the information is displayed immediately. There is no loading sequence. But the viewer almost immediately notices one unusual element—the Passat’s headlights are magnetically “attached” to your cursor (via Flash). When you move your cursor, the Passat’s Bi-Zenon headlights follow along.
- 37. Fixed size banner examples http://www.cpbgroup.com/awards/roofstudiobanners.html http://bannerpalooza.com/portfolio/SonyVaioVote_300x250.html http://nikeid-europe.nike.com/nikeid-europe/banner/identify_yourself/ http://bannerpalooza.com/portfolio/3MPrivacyFilters/index.html
- 38. Richer media banner examples http://www.neverinneutral.com/convertible/ http://www.cpbgroup.com/awards/rallyrace.html http://202.157.162.188/web/awards/wd40/glide/mac/glide.htm
- 39. Richer media banner examples http://www.neverinneutral.com/convertible/ http://www.cpbgroup.com/awards/rallyrace.html http://202.157.162.188/web/awards/wd40/glide/mac/glide.htm
- 41. Break Future of Advertising - March 28
- 42. Presentation time. Future of Advertising - March 28
- 43. 1. Pick at least three platforms. Corporate site, microsite, e-commerce site, social network(s), LBS(s), game, etc. 2. Articulate what each platform contributes. A way to get more information? An entertaining campaign extension? Financial incentive? Status incentive? 3. Explain why people would flow from one to the other. A more immersive experience? A different type of content? More incentives and rewards? 4. How do offline elements contribute? Do they drive people into the ecosystems? Supplement the experience? Provide a layer of interaction? Remember: this is going to wind up in your digital portfolio. Future of Advertising - March 28
- 44. “Whatever works, so long as it’s legible to other people.” Future of Advertising - March 28
- 45. “Whatever works, so long as it’s legible to other people.” Create three storyboards for one of your existing campaigns. Future of Advertising - March 28
- 46. “Whatever works, so long as it’s legible to other people.” Create three storyboards for one of your existing campaigns. One should be 768 x 90. Future of Advertising - March 28
- 47. “Whatever works, so long as it’s legible to other people.” Create three storyboards for one of your existing campaigns. One should be 768 x 90. One should be 250 x 300. Future of Advertising - March 28
- 48. “Whatever works, so long as it’s legible to other people.” Create three storyboards for one of your existing campaigns. One should be 768 x 90. One should be 250 x 300. The third is up to you. Future of Advertising - March 28
- 49. “Whatever works, so long as it’s legible to other people.” Create three storyboards for one of your existing campaigns. One should be 768 x 90. One should be 250 x 300. The third is up to you. At least two should be expandable, interactive, or include other rich media. Include functional descriptions (as described before). Future of Advertising - March 28
- 50. Next week Future of Advertising - March 28
- 51. Next week Use Powerpoint or Keynote, and send to me by Sunday at noon so that I can get feedback to you. Future of Advertising - March 28
- 52. Next week Use Powerpoint or Keynote, and send to me by Sunday at noon so that I can get feedback to you. In Class: Future of Advertising - March 28
- 53. Next week Use Powerpoint or Keynote, and send to me by Sunday at noon so that I can get feedback to you. In Class: Bring your portfolios, your location-based service concepts, your digital ecosystems, and your storyboards. Future of Advertising - March 28
- 54. Next week Use Powerpoint or Keynote, and send to me by Sunday at noon so that I can get feedback to you. In Class: Bring your portfolios, your location-based service concepts, your digital ecosystems, and your storyboards. • Sharing Portfolios (yes, we will do it too) Future of Advertising - March 28
- 55. Next week Use Powerpoint or Keynote, and send to me by Sunday at noon so that I can get feedback to you. In Class: Bring your portfolios, your location-based service concepts, your digital ecosystems, and your storyboards. • Sharing Portfolios (yes, we will do it too) • Portfolio Workshop Future of Advertising - March 28
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- #19: FLA file = PSD file (can be edited)\nSWF file = JPG or PDF (cannot be edited)\n
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- #33: That’s really the golden rule here. The board isn’t for you, it’s meant for clients, producers and production talent to comprehend, appreciate and support. \n\n
- #34: It’s just like boarding a TV spot or video--what’s the editorial flow?\n
- #35: Sometimes it really helps to provide notes about what you intend to happen.\n
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