Display ads are by far the biggest source of income for online publishers. There’s the medium rectangle, half-page, leaderboard, and possibly hundreds of more obscure types. But, while digital ad incomes are huge online conversion rates are dropping. (For example: 8% of the users account for 85% of clicks on banners, the average click-through rate of display ads is 0.1%.) What’s going wrong here? The biggest problem is that display banners are often obtrusive and don’t enhance or integrate with the overall experience well enough. ‘Sad’ news: the display banner as we know it is nearing the end of its life span However, many advertisers, together with publishers, are rethinking online branding, let’s take a look at 12 exciting concepts for online advertising. Contains advertising concepts by / found on Forbes, Quartz, The Next Web, Vox (Polygon), De Volkskrant, NRC, Time, WeTransfer, AdGibbon, GlobalMoxie, Google, BuzzFeed, The Atlantic, The Chicago Tribune, FIFA app, De Correspondent & more! -- Photography sources -- "Ruler" by Scott Akerman, some rights reserved (2010) https://www.flickr.com/photos/sterlic/4299631538 "Crochet Eyeball" by Net, all rights reserved (2008) https://www.flickr.com/photos/quoin/2815208617 "Falling Jellyfish" by Joe Flood, some rights reserved (2006) https://www.flickr.com/photos/joeflood/84125419 "Draining Again" by darkday, some rights reserved (2014) https://www.flickr.com/photos/drainrat/14017447697 "Pack" by Nick, all rights reserved (2012) http://www.flickr.com/photos/blank_canvas_photograpy/8154329078
Text of 12 Exciting New Ways of Advertising for Publishers (Or: What Will Replace the Display Banner?)
advertising for Or: what will replace the display banner? 12 exciting new ways of digital publishers
Display ads are by far the biggest source of income for online publishers Currently
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..) Theres the
online conversion rates are dropping Digital ad incomes are huge while But, and this is no secret
8% of the 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
Display banners are often obtrusive and dont enhance or integrate with the overall experience well enough Whats going wrong here?
With todays everything online is open and free standard, publishers struggle to nd the sweet spot for just-enough advertising The online playing eld
'Just-enough ads you say? Generally, Ads lower the perception of quality of the content, their distractive nature makes the brand feel cheaper.
More cognitive load means harder on the eye From a user experience standpoint, banners are noisy;
banner blindness is getting more prevalent meaning increased risk Also, of missing crucial interface elements (potentially poor usability, less trac etc.)
The increasing popularity of 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
(Maybe.) ! Although something can be 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?
(Btw, sites are responding to this) via littebigdetails.com iconmonstr.com
the display banner as we know it is nearing the end of its life span Sad news buh-bye!
many advertisers, together with publishers, are rethinking online branding, lets take a look at 12 concepts However
From conversion to branding Advertising concept 1
* see our blogpost on emotional design Theres a rise of beautiful and emotional* online advertising that conveys the brand identity more eectively qz.nl
Even though the ad is huge, it doesnt ruin the experience because of the visual attractiveness and the positioning qz.nl
[These ads feel] intuitive for readers and lets Aziz Hasan, creative director at Say Media (digiday.com) advertisers keep the authenticity of [their] brand,
WeTransfer knows how to let advertisers to make the brands pop while maintaining the core feature simple & convenient wetransfer.comMany of the ads dont invite click-through at all. A aw?
Voxs huge Triton ad uses a depth eect; while scrolling the ad moves slower, hence its longer visible polygon.comThe visual eect of layers imitating layering and thereby depth is also called the parallax scrolling. 1 2 3 4
(A bit like a micro-site) Devil Ad has developed an ad format that can be placed next to an article devilad.nl
Advertisers can pitch their story more elaborately with visuals, text, videos 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 theres a column to spare, it doesn't scale that well to smaller screen sizes though. devilad.nl
Visual noise is kept at a minimum even though the photography is larger. In the end, size does and does not matter. The thing is
This is digital space. Theres no need to repeat the formulas of print, to ght over pixels as if were limited by the mediums size. ! Lets search for appealing digital native formats instead.
Swipecube (Mobile) advertising concept 2
AdGibbon has developed a mobile-rst format, Swipecube, which contains content in 4 sides that can be swiped through
Thus creating an ecient 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 aordance could be communicated more clearly.
Snap banners (Mobile) advertising concept 3
The Snap banner sticks to the bottom of the screen while the page content scrolls past Used in the Entertainment Weekly redesign (by Global Moxie)
When scrolling beyond a certain point the banner is parked' in the page
When tapping the banner, the ad opens in a full- screen modal window so the user doesnt leave the article directly
For advertisers the banners stickiness' is attractive because its more likely to be 'above the fold* ! For users its presumably more acceptable because its tiny and doesnt interrupt the content (too much) * Dont get us started about what we REALLY think about the fold in the digital media context.
Display ads in Google Advertising concept 4
Google (the godfather of modest advertising) has been experimenting with display banners. Its no accident that some clean photography was used Still, the project was plugged (Seodesk)
Interactive banners Advertising concept 5
On Quartz user are invited to sign-up, they directly engage with the brand on the publishers site qz.com
The user is triggered by a question and can submit contact information, all within the site qz.com
After submitting the form, theres a conrmation. Still, the user doesnt leave the site until (s)he clicks on Learn more qz.com
Some WeTransfer ads are also interactive: here people can freely click through to a slideshow, before they choose to leave the site wetransfer.com
With Times magnetic ads brands can use the left column as navigation for the right column. time.com
On a side-note, dont add tech for techs sake* Instead, integrate interactivity with the story, make it meaningful. (* Like with the The crowdsourced 3d printed QR code drone delivery ticket system)
Prestitials Advertising concept 6
Forbes uses a ads called prestitials, banners that appear before the actual content is shown forbes.com
With their (light-hearted) addition of a "Thought Of The Day this design pattern should be little more agreeable for users
Why display such a 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
Advertorials Advertising concept 7
BuzzFeed work closely with advertisers and create viral content for their website. buzzfeed.com
Because science. According to the principle of reciprocity delivering valuable content generates a