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Lesson 12 // Banner Ads

Lesson 12 // Banner Ads. WHAT IS A BANNER AD?. Also known as web banner is an online advertisement. It entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.

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Lesson 12 // Banner Ads

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  1. Lesson 12 // Banner Ads

  2. WHAT IS A BANNER AD? • Also known as web banner is an online advertisement. • It entails embedding an advertisement into a web page. • It is intended to attract traffic to a website by linking to the website of the advertiser. • It is usually made up of flash animation, sound & video to maximize presence. • It is normally in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. • Banner ads help in building a brand. • Affiliates earn money usually on a CPC (cost per click) basis. For every unique user click on the ad, the affiliate earns money.

  3. WHAT DRIVES BANNER ADS? • An increasing number of people are spending time online. • Average amount of time spent online is increasing. • So advertisers are motivated to get in front of these users.

  4. WHAT DRIVES BANNER ADS? Indication: Increasing number of people spending time online.

  5. WHAT DRIVES BANNER ADS? Indication: How effective ads on the internet are.

  6. TYPES OF BANNER ADS POPULAR TYPES OF BANNER ADS • Simple Banners • Expandable Banners • Multi-panel Banners

  7. TYPES OF BANNER ADS SIMPLE BANNERS • No expansion • Minimal animation • Strong call to action at the bottom “click here to shop” • Small file size (normally 40-50Kbs) • Can see same ad in different sizes on different websites • Example: http://www.yahoo.com/

  8. TYPES OF BANNER ADS EXPANDABLE BANNERS • Start out like simple banner ads with text animating in for example • Extra punch of expansion normally happens after user interacts with it (hovers for example) • Interactivity helps engage user to click to go to website • Example: http://www.youtube.com/watch?v=t9mXkI5SNo0

  9. TYPES OF BANNER ADS EXPANDABLE TAKEOVER BANNERS • Take over most of the user’s screen for a very immersive experience • Expand on their own as soon as the page loads – they don’t wait for user interaction • Not allowed on all websites because they might be disruptive to users who don’t want to see ads at all • Example: http://www.youtube.com/profile?feature=iv&user=ninjaunboxing2&annotation_id=annotation_177679

  10. TYPES OF BANNER ADS MULTI-PANEL BANNERS • Example: http://www2.mediamind.com/creative_zone/Hermes_LeMonde_11909745/index.html

  11. BEST PRACTICES FOR BANNER ADS • Define goals: • Want user to view ad and click? • Or spend time interacting with ad? • Stick to publisher requirements • Ex: 40K file size • 3px border • Have a prominent call to action (distinct & standing out from design): • Click here • Or roll over for more • Call to action should not come in late - user might have left • Maximize hot spot (expand beyond click here button) - perhaps entire surface area of ad • Have highly optimized images (small size yet good resolution)

  12. BANNER AD DIMENSION EXAMPLES

  13. WHAT TO PROVIDE TO CLIENT • Folder that contains: • File.fla • File.swf • File.html • Static gif image of last frame

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