Every Picture Tells A Story - The Role Of Image Based Ads In The Biddable Media Landscape
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Image based ads are an important part of media buying. In this presentation are shared some ideas on what makes a good image ad and what doesn't.
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Every Picture Tells A Story - The Role Of Image Based Ads In The Biddable Media Landscape
- 1. Every picture tells a story JIM BANKS – GLOBAL HEAD OF BIDDABLE MEDIA CHEAPFLIGHTS
- 2. 2 About Me Started in industry in 1999 Sold PPC agency in 2006 Blackest of black hats Sold affiliate network in 2009 Spent in excess of $100,000,000 on media…..so far Over 1500 sites worked on Kelvin asked me – and who can refuse Kelvin? @jimbanks #biddableworld
- 3. 3 Cheapflights Founded c.1995 Work with significant number of airlines and agents Generate a lot of SEO traffic Buy a lot of biddable media Data-driven organisation We fail…fast and often @jimbanks #biddableworld
- 6. 6 The “Bears” doing Dambusters @jimbanks #biddableworld
- 7. 7 The “Bears” eating Chinese food @jimbanks #biddableworld
- 8. 8 The “Bears” getting the cool look on @jimbanks #biddableworld
- 11. 11 The Clockwork Orange look @jimbanks #biddableworld
- 16. Graphical Ads – Why they work They don’t look like ads They tell a story They resonate with you They are shocking They are different They zig, when everyone else zags @jimbanks #biddableworld 16
- 17. 17 They don’t look like ads Both are 720 x 90 banner ads…yes… 720 not 728 @jimbanks #biddableworld
- 18. 18 They tell a story @jimbanks #biddableworld
- 19. 19 They resonate with you @jimbanks #biddableworld
- 22. Graphical Ads – Why they don’t work They bore you They get in the way of what you are doing They are “you-centric” They get blocked @jimbanks #biddableworld 22
- 23. 23 They bore you *All professional services providers are dull as dishwater advertisers @jimbanks #biddableworld
- 24. They get in the way of what you are doing @jimbanks #biddableworld You go to Facebook to : Be informed Be entertained Laugh at cats Stalk ex-partners Mock friends selfies 24
- 25. 25 They are “you-centric” Have a question about <insert ailment here> We have the zzzzz in Zzzz, yawn…. @jimbanks #biddableworld
- 26. 26 They get blocked Ad-blockers get in the way IAB sizes 468 x 60 120 x 600 160 x 600 300 x 250 728 x 90 180 x 150 Make your dimensions different @jimbanks #biddableworld
- 27. 27 Some tests you can do.. This is not an exhaustive list, but should get your creative juices going… @jimbanks #biddableworld
- 30. 30 Standard or irregular shape? @jimbanks #biddableworld
- 31. 31 Familiar look or not? @jimbanks #biddableworld
- 32. 32 Buttons or “text” buttons? @jimbanks #biddableworld
- 35. 35 Stock photos or natural? @jimbanks #biddableworld
- 36. 36 Fake interaction or static? @jimbanks #biddableworld
- 37. 37 Beauty or the beast? @jimbanks #biddableworld
- 40. 40 The bottom line Test what works best for your vertical Make sure you understand and use an attribution model Decide if ads are Direct response or brand awareness Network restrictions on type of ads/images/size Direct media buy is my preferred option – after a test buy with a network @jimbanks #biddableworld
- 41. 41 Tools you can use Fiverr.com 4mads.com SiteScout.com (adserver and RTB) WhatRunsWhere.com @jimbanks #biddableworld
- 47. Special Promotion for Biddable World attendees 3 months of WhatRunsWhere.com for the price of 2 (saving $249) Use promo code - banksoffer (so they know Jim sent you) @jimbanks #biddableworld 47
- 48. 48 Thanks for listening Get in touch – Email – Jim.Banks@cheapflights.com Twitter - @jimbanks Google+ - +JimBanks LinkedIn – www.linkedin.com/in/jimbanks @jimbanks #biddableworld