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Aziz Hasan, creative director at Say Media (digiday.com)
advertisers keep the authenticity of [their] brand,”](https://image.slidesharecdn.com/12-exciting-new-ways-of-advertising-for-publishers-140616083234-phpapp01/75/12-Exciting-New-Ways-of-Advertising-for-Publishers-Or-What-Will-Replace-the-Display-Banner-19-2048.jpg)
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12 Exciting New Ways of Advertising for Publishers (Or: What Will Replace the Display Banner?)
The document discusses the decline of traditional display banner ads and presents 12 innovative advertising concepts aimed at improving user engagement and experience. It highlights issues like banner blindness, low click-through rates, and the rising use of ad blockers among users. The suggested new formats focus on emotional design, interactive elements, and integrated storytelling to create more appealing advertisements that resonate better with audiences.
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12 Exciting New Ways of Advertising for Publishers (Or: What Will Replace the Display Banner?)
- 1. advertising for Or: whatwill replace the display banner? 12 exciting new ways of digital publishers
- 2. Display ads areby far the biggest source of income for online publishers Currently
- 3. • medium rectangle •half-page • leaderboard • and possibly hundreds of more obscure types (You may or may not have noticed them depending on your banner blindness..) There’s the
- 4. online conversion ratesare dropping Digital ad incomes are huge while But, and this is no secret…
- 5. • 8% ofthe users account for 85% of clicks on banners (and some of them aren't even humans) • The average click-through rate of display ads is 0.1% • About 50% of clicks on mobile ads are accidental • You are more likely to survive a plane crash than click on a banner ad ”10 Horrifying Stats About Display Advertising” on Hubspot Some horrifying statistics
- 6. Display banners areoften obtrusive and don’t enhance or integrate with the overall experience well enough What’s going wrong here?
- 7. With today’s ‘everythingonline is open and free’ standard, publishers struggle to find the sweet spot for just-enough advertising The online playing field
- 8. 'Just-enough’ ads yousay? Generally, Ads lower the perception of quality of the content, their distractive nature makes the brand feel cheaper.
- 9. More cognitive loadmeans harder on the eye From a user experience standpoint, banners are noisy;
- 10. banner blindness isgetting more prevalent meaning increased risk Also, of missing crucial interface elements (potentially poor usability, less traffic etc.)
- 11. The increasing popularityof ad blockers is evidence that banners are a nuisance to many internet users. 23% of Americans are using ad blockers, expected growth 45% per year. pagefair.com At the same time
- 12. (Maybe.) ! Although something canbe said for the user experience being ignored for too long (Leaving out any of the privacy / tracking issues people might have.) Are ad blockers unfair?
- 13. (Btw, site’s areresponding to this…) via littebigdetails.com iconmonstr.com
- 14. the display banneras we know it is nearing the end of its life span ‘Sad’ news buh-bye!
- 15. many advertisers, togetherwith publishers, are rethinking online branding, let’s take a look at 12 concepts… However
- 16. From conversion tobranding Advertising concept 1
- 17. * see ourblogpost on emotional design There’s a rise of beautiful and emotional* online advertising that conveys the brand identity more effectively qz.nl
- 18. Even though thead is huge, it doesn’t ruin the experience because of the visual attractiveness and the positioning qz.nl
- 19. ”[These ads feel]intuitive for readers and lets Aziz Hasan, creative director at Say Media (digiday.com) advertisers keep the authenticity of [their] brand,”
- 20. WeTransfer knows howto let advertisers to make the brands ‘pop’ while maintaining the core feature simple & convenient wetransfer.comMany of the ads don’t invite click-through at all. A flaw?
- 21. Vox’s huge Tritonad uses a depth effect; while scrolling the ad moves slower, hence it’s longer visible polygon.comThe visual effect of layers imitating ‘layering’ and thereby depth is also called the ‘parallax scrolling’. 1 2 3 4
- 22. (A bit likea micro-site) Devil Ad has developed an ad format that can be placed next to an article devilad.nl
- 23. Advertisers can pitchtheir story more elaborately with visuals, text, video’s or other interactive elements ! By not squeezing the message in a small box, this format it feels more integrated Critical note: this format excels when there’s a column to spare, it doesn't scale that well to smaller screen sizes though. devilad.nl
- 24. Visual noise iskept at a minimum even though the photography is larger. In the end, size does and does not matter. The thing is
- 25. This is digitalspace. There’s no need to repeat the formulas of print, to fight over pixels as if we’re limited by the medium’s ‘size’. ! Let’s search for appealing digital native formats instead.
- 26.
- 27. AdGibbon has developeda mobile-first format, Swipecube, which contains content in 4 ‘sides’ that can be swiped through
- 28. Thus creating anefficient use of space in which advertisers can express more with less visual noise Critical note: the swiping is very much a hidden feature at the moment. This affordance could be communicated more clearly.
- 29. Snap banners (Mobile) advertisingconcept 3
- 30. The Snap bannersticks to the bottom of the screen while the page content scrolls past Used in the Entertainment Weekly redesign (by Global Moxie)
- 31. When scrolling beyonda certain point the banner is ‘parked' in the page
- 32. When tapping thebanner, the ad opens in a full- screen modal window so the user doesn’t leave the article directly
- 33. For advertisers thebanner’s ’stickiness' is attractive because it’s more likely to be 'above the fold’* ! For users it’s presumably more acceptable because it’s tiny and doesn’t interrupt the content (too much) * Don’t get us started about what we REALLY think about ‘the fold’ in the digital media context.
- 34. Display ads inGoogle Advertising concept 4
- 35. Google (the godfatherof modest advertising) has been experimenting with display banners. It’s no accident that some clean photography was used Still, the project was plugged (Seodesk)
- 36.
- 37. On Quartz userare invited to sign-up, they directly engage with the brand on the publisher’s site qz.com
- 38. The user istriggered by a question and can submit contact information, all within the site qz.com
- 39. After submitting theform, there’s a confirmation. Still, the user doesn’t leave the site until (s)he clicks on ‘Learn more’ qz.com
- 40. Some WeTransfer adsare also interactive: here people can freely click through to a slideshow, before they choose to leave the site wetransfer.com
- 41. With Time’s ”magneticads” brands can use the left column as navigation for the right column. time.com
- 42. On a side-note,don’t add tech for tech’s sake* Instead, integrate interactivity with the story, make it meaningful. (* Like with the The crowdsourced 3d printed QR code drone delivery ticket system)
- 43.
- 44. Forbes uses aads called prestitials, banners that appear before the actual content is shown forbes.com
- 45. With their (light-hearted)addition of a "Thought Of The Day” this design pattern should be little more agreeable for users
- 46. Why display sucha traditional small and static banner in an otherwise empty canvas? Also, the Forbes website is already chock full of noisy banners, so this addition might lower the acceptance towards ads even more. Still, this can use some tender loving care…
- 47.
- 48. BuzzFeed work closelywith advertisers and create viral content for their website. buzzfeed.com
- 49. Because science. According tothe principle of reciprocity delivering valuable content generates a sense of gratitude (and, possibly, debt) towards the advertiser. ”But why would Mini sponsor an article which has that little to do with the product?” ISBN-13: 978-0061241895
- 50.
- 51. On nrc.nl thecommercial blends in nicely with the editorial content. ! However (1) Mixing the two can affect a company’s credibility and integrity, this can be particularly troublesome for news corps like NRC (2) Google tends to rank sites that don’t or poorly separate commercial from editorial content lower* * searchengineland.com
- 52.
- 53. Sponsored content ina yet subtle and elegantly form theatlantic.com
- 54. Sponsored content ina yet subtle and elegantly form qz.com
- 55. Advertiser buy onlythe association with the article Common on TV: ”This program is brought to you by…” chicagotribune.com
- 56. Another way ofjumping the ‘ad-less era bandwagon’ while maintaining an online presence. Well played, Shuttershock. thenextweb.com
- 57.
- 58. On Forbes peoplecan follow authors to get a personalised news stream forbes.com
- 59. They extended thisto branded channels which boosts engagement E.g Dell and NetApp are making use of this forbes.com
- 60. Follows the Twitter-model,which in turn also supports all kinds of sponsored content twitter.com
- 61.
- 62. Like an annotationfeature, which can of course be slightly branded Help building features that people can appreciate qz.com
- 63. The official FIFAapp has quite a few subtle sponsored features www.fifa.com/mobile Sponsoring features has an opportunity to grow
- 64. No ads, whenpaying Advertising concept (?) 11
- 65. Either the advertiseror the user pays for the content: there’s a clear choice Relies on the goodwill of readings wanting to support their favourite site thenextweb.com
- 66. The Chocolat applicationswitches to Comic Sans after the trial period A designer’s biggest nightmare littlebigdetails.com
- 67. No ads, …EVER Advertising concept (?) 12
- 68. De Correspondent offerspaid subscriptions but everything’s accessible for anyone That is: anyone who has the link, preferably via a subscriber decorrespondent.nl
- 69. To summarise… The futureis exiting!
- 70. Know any othergreat examples? Mail us at [email protected] • There are no absolutes (if there ever were any) of what works to best in which situation • It’s up to advertisers, publishers and designers to discover the perfect solution • Granted, developing new formats costs a lot more effort and money than your average banner • But we think (while display banners are losing relevance) that the potential and possible learnings should outweigh this • We wish all of you good luck with your innovations!