- IAB UK Home
- /
- Display advertising
- /
- Introduction
The Ozometer by Play
Play was assigned by FOSTER’S to help celebrate the brand’s infectiously Australian, ‘No Worries’ attitude. More on Play's award winning campaign.Introduction
Written by Amy Kean, Senior PR and Marketing Manager, IAB
Imagine a cold, dark, static online landscape, let’s call it ‘dial-up’. Where pages load in minutes and internet connection is volatile. You log-on for the bare minimum - to access a snippet of information or send a brief email. The outlook is bleak, and the user experience is poor and unrewarding, with flashy banners and irrelevant pop-ups. Dark times indeed.
But look at us now, with broadband penetration currently at 90% of the total online population (BMRB Internet Monitor, February 2008), it’s no longer whether a consumer is on broadband it’s about how fast their connection is. This has created a whole new playground for advertisers and agencies to create truly engaging executions that complement their audiences’ online activity, rather than harm or hinder it. And, thank heavens, the infamous pop-up
is all but dead.
From 2006 to 2007, total internet display advertising spend saw a 31% year-on-year increase, growing to £592m. Furthermore, spend on embedded formats (banners, rich media videos etc) has doubled during the past two years to account for 79% of total display. So, quite clearly, marketers know that it works. Some years ago the IAB set about extolling the virtues of rich media advertising to the industry, but unfortunately there just wasn’t enough great work to go around. Today it’s a very different story, and we have a wealth of powerful rich media examples at our fingertips.
As always, we’ve turned to the experts in digital creative and advertising technology to provide you with a thorough guide to display advertising, and
how you can employ it effectively to build your brand online. With an overview of the formats and standards currently in place, insights into the role of online display, strategy and planning, measurement and integration, as well as some exceptional case studies, this handbook should provide all you need to know in this exciting area. If you think we’ve missed anything, just contact us at info@iabuk.net.
We are now accustomed to seeing a webpage bordered by online advertising. Far from being merely wallpaper, the increasingly rich online ad formats are effective in sparking the interest of users and encouraging them to spend a significant amount of time interacting with a brand- either within the ad or on the website after click-through.
Whether it be through a banner or expandable skyscraper, MPU unit or overlay, display advertising online is proven to be effective for both direct response and branding campaigns. Read on to discover why display advertising should be a key part of your internet marketing strategy.
Rich Media formats, which include the overlay, the expandable banner and streamed video, essentially harness the advantages of broadband to build more sophisticated online advertising. The aim of this richer creative is to entertain the user, to encourage them to interact with the advert and spend time engaging with the brand. Using advanced technology and often audio visual elements, rich media formats aid the advertiser in providing a richer experience for the user. These adverts are often animated or richer versions of standard display formats or they appear over the website content grabbing user attention and holding it with involving creative and features that draw them into further interaction with the brand. It also allows the user to gain a brand experience without even leaving the site they have visited.
For the latest and best in Rich Media advertising, take a look at our Rich Media Roadshow
Beyond Rich Media formats that takeover the screen, embedded formats have been the mainstay of advertising online since the introduction of the advertising banner format back in 1996. The banner has since been joined by the skyscraper, MPU and button to form the Display and rich media standards. This package is a set of advertising formats that are standardised placements set to an industry agreed size and shape.
The sheer size and diversity of the web creates a paradox for marketers.The internet can offer large and niche markets alike and the tens of thousands of channels that provide this range of audience creates a challenge for media planners who are looking to talk to their consumers at the right time and place.
Sales Networks and Sales Houses can provide a single buying point for multiple websites and so help with this planning challenge.
The variety of advertising options available has created a landscape within which different types of Sales Networks and Sales Houses have emerged- each offering slightly different products and services. The common factor is that they help ease the buying process by offering a third party solution based on advanced experience and resources. Through one source an advertiser can achieve both mass reach and close targeting as their campaign objectives determine.
To encourage best practice among online advertising sales houses, an IAB Council IASH has created a Code of Conduct. The purpose of the Code is to give those buying, selling or broking internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order. This helps protects brands from appearing on inappropriate sites.
Ad-serving technology enables agencies to upload and ‘serve’ adverts on multiple sites at the same time, reducing the pressure on the publisher sites that host the ads and making campaigns easier to manage. Ad-serving technology companies produce single campaign reports for analysis on click-through rates and ROI. These companies often expand their offering to include personalisation and behavioural targeting technology as marketers increasingly want to capitalise on the micro-targeting potential of the internet.
Imagine a cold, dark, static online landscape, let’s call it ‘dial-up’. Where pages load in minutes and internet connection is volatile. You log-on for the bare minimum - to access a snippet of information or send a brief email. The outlook is bleak, and the user experience is poor and unrewarding, with flashy banners and irrelevant pop-ups. Dark times indeed.
But look at us now, with broadband penetration currently at 90% of the total online population (BMRB Internet Monitor, February 2008), it’s no longer whether a consumer is on broadband it’s about how fast their connection is. This has created a whole new playground for advertisers and agencies to create truly engaging executions that complement their audiences’ online activity, rather than harm or hinder it. And, thank heavens, the infamous pop-up
is all but dead.
From 2006 to 2007, total internet display advertising spend saw a 31% year-on-year increase, growing to £592m. Furthermore, spend on embedded formats (banners, rich media videos etc) has doubled during the past two years to account for 79% of total display. So, quite clearly, marketers know that it works. Some years ago the IAB set about extolling the virtues of rich media advertising to the industry, but unfortunately there just wasn’t enough great work to go around. Today it’s a very different story, and we have a wealth of powerful rich media examples at our fingertips.
As always, we’ve turned to the experts in digital creative and advertising technology to provide you with a thorough guide to display advertising, and
how you can employ it effectively to build your brand online. With an overview of the formats and standards currently in place, insights into the role of online display, strategy and planning, measurement and integration, as well as some exceptional case studies, this handbook should provide all you need to know in this exciting area. If you think we’ve missed anything, just contact us at info@iabuk.net.
We are now accustomed to seeing a webpage bordered by online advertising. Far from being merely wallpaper, the increasingly rich online ad formats are effective in sparking the interest of users and encouraging them to spend a significant amount of time interacting with a brand- either within the ad or on the website after click-through.
Whether it be through a banner or expandable skyscraper, MPU unit or overlay, display advertising online is proven to be effective for both direct response and branding campaigns. Read on to discover why display advertising should be a key part of your internet marketing strategy.
Rich Media advertising
Rich Media formats, which include the overlay, the expandable banner and streamed video, essentially harness the advantages of broadband to build more sophisticated online advertising. The aim of this richer creative is to entertain the user, to encourage them to interact with the advert and spend time engaging with the brand. Using advanced technology and often audio visual elements, rich media formats aid the advertiser in providing a richer experience for the user. These adverts are often animated or richer versions of standard display formats or they appear over the website content grabbing user attention and holding it with involving creative and features that draw them into further interaction with the brand. It also allows the user to gain a brand experience without even leaving the site they have visited.
For the latest and best in Rich Media advertising, take a look at our Rich Media Roadshow
Universal Advertising Package
Beyond Rich Media formats that takeover the screen, embedded formats have been the mainstay of advertising online since the introduction of the advertising banner format back in 1996. The banner has since been joined by the skyscraper, MPU and button to form the Display and rich media standards. This package is a set of advertising formats that are standardised placements set to an industry agreed size and shape.
Online Sales Houses
The sheer size and diversity of the web creates a paradox for marketers.The internet can offer large and niche markets alike and the tens of thousands of channels that provide this range of audience creates a challenge for media planners who are looking to talk to their consumers at the right time and place.
Sales Networks and Sales Houses can provide a single buying point for multiple websites and so help with this planning challenge.
The variety of advertising options available has created a landscape within which different types of Sales Networks and Sales Houses have emerged- each offering slightly different products and services. The common factor is that they help ease the buying process by offering a third party solution based on advanced experience and resources. Through one source an advertiser can achieve both mass reach and close targeting as their campaign objectives determine.
To encourage best practice among online advertising sales houses, an IAB Council IASH has created a Code of Conduct. The purpose of the Code is to give those buying, selling or broking internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order. This helps protects brands from appearing on inappropriate sites.
Ad Technology
Ad-serving technology enables agencies to upload and ‘serve’ adverts on multiple sites at the same time, reducing the pressure on the publisher sites that host the ads and making campaigns easier to manage. Ad-serving technology companies produce single campaign reports for analysis on click-through rates and ROI. These companies often expand their offering to include personalisation and behavioural targeting technology as marketers increasingly want to capitalise on the micro-targeting potential of the internet.
©2005 - 2010 Internet Advertising Bureau
IAB advertising partner
Site byIAB advertising partner
