How to leverage User Experience and Visual Design principles to create richer, high impact, memorable Advertising experiences for better yielding ROI for Advertisers.

1. Secrets of Effective Display Advertising
Ashutosh K. & Arunima S. | Y! DESIGN

2. We will talk about...
Current Trends in Display Advertising
Changing Device Usage Pattern
Impact of Emerging Technologies
Cross-Device Advertising Requirements
What Advertisers Need
Best practices for Effective Display Advertising
•Applying UX Principles
•Engaging Users
•Integrating with Social Media
•Leveraging Device Capabilities
•Beyond Display Advertising

3. $8.72 billion US Ad spend in Q2 2012
20 billion Daily Ad Impressions by Yahoo!

4. Online Advertising vs Traditional
Advertising
Better results through wider AND instant coverage
Measurable and easiness to track the conversion
Easier reach to Multiple Geographies
HIGHLY Targeted audiences for profitable and relevant leads
Better ROI - Pay for only qualified leads, clicks or impressions.
81% users don’t mind clicking relevant ADs when they get free content.
-Research

5. Trends in Display Ad Spend (USA)
For the first time ONLINE
spend is taking over the PRINT
spend
It is projected to increase steadily
Static display ads will be passé
Rich media AND Video ads will
grow consistently

6. Changing Device Usage Pattern
Smart phone and tablet users are increasing ~50+% of internet users
App downloaders and users are growing steadily ~80+% of internet users

7. Changing Device Usage Pattern
Smart Phones and tablet are being used increasingly as companion
devices.

8. Across Devices - the responsive
needs
Responsive creatives need a different perspective of ad designer
Need to think more in terms of resizable modular components

9. The Responsive Ad Creative
A responsive Ad optimizes the Size and look and feel to fit the targeted screen size.
Displays responsive Behavior suited for device capability - touch, swipe , shake, tilt.

10. Emerging Technologies and Display Advertising
HTML5 - Cross device support and....Canvas for
handling Media instead of 3rd party plug-insGeolocation
for location based targeting
Acceptance for accelerometer/ webcam/ audio inputs
CSS3 Transitions, Transforms and Animations

11. What Advertisers Want?
First, understand the goal of a specific Advertising....
-To build product awareness
-- To build brand’s image
-To sell products directly
-- To generate sales leads

12. How to Make Effective Display Ads
Provide rich visual and interactive experience
Create Dynamic Ads instead of static creative
Engage with customers...sale | countdown timer | targeted offers | day-parting
Leverage social media features
Innovate with Device capabilities

13. Provide rich visuals and interactivity
Make a Clutter free composition
Provide Clear call to action
Let users feel good aesthetically
Use suggestive symbolism
Communicating the superlative aspects

14. Static vs Dynamic Ad Creatives
Static Creative
All targeted users will see same
Ad
Users will see Ads matching with their search Intent
Occasion based Messages
Products based on SEARCH Re-Targeting
Localized Address

15. Engage with Customers
Act now on Lead
Timed & Free
Offer! Generation
Participatory
Know more !
Advertising

16. Leverage social media features
Social Validation
“ Microsoft says the ads delivered a 6.3 percent lift in purchase intent and 13.5
percent lift in unaided brand awareness. “
Connect

17. Leverage social media features
Pin it !
Friend endorsement
Tweet it !

18. Design with ( and for ) Device Capabilities
Multi-touch and gestural inputs
Precise user location detection
Device positioning & motion
Audio: input from a microphone
Video & image: capture/input via camera
Device connections: between devices
Proximity: closeness to physical objects
Ambient Light: light/dark awareness
Gyroscope: 360 degrees of motion
Dual cameras: front & back facing

19. Design with Device Capabilities

20. Beyond Display Ads
Social catalog Social engagement
Browse through latest collection
on your iphone - share / tweet /
buy !
As the number of likes increase - the new coffee is revealed

21. Beyond Display Ads – Converse shoe tryout
app

22. Next Gen Advertising Formats – find at IAB

23. Design is not only how it looks - but how it
works !
LETS