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DESIGNING FOR, WITH, AND
   AROUND ADVERTISING




           OR:
  HOW I LEARNED TO STOP
WORRYING AND LOVE THE ADS
      ...
PERSUADE YOU TO THINK
DIFFERENTLY ABOUT
ONLINE ADVERTISING



             2      Designing For Advertising | 20 March 200...
TELL YOU SOME OF THE
BASICS ABOUT HOW
ADVERTISING WORKS



             3         Designing For Advertising | 20 March 200...
SPECULATE ABOUT THE
FUTURE OF THE ONLINE
REVENUE MODEL



             4         Designing For Advertising | 20 March 2009...
THERE’S SO MUCH
I CAN’T COVER TODAY



             5        Designing For Advertising | 20 March 2009 | IA Summit
Concept ruthlessly stolen from Heather Champ @hchamp
                                                              6
Via F...
7   Designing For Advertising | 20 March 2009 | IA Summit
ABOUT ME


!




    1998   1999   2000   2001    2002   2003   2004   2005      2006                 2007                ...
DESIGNING FOR, WITH, AND
   AROUND ADVERTISING




           OR:
  HOW I LEARNED TO STOP
WORRYING AND LOVE THE ADS
      ...
YOU ARE
NOT A
WIREFRAME
MONKEY
      Designing For Advertising | 20 March 2009 | IA Summit

YOU
STRATEGIZE
WAYS TO
MAKE
BUSINESSES
MORE
VALUABLE

             11   Designing For Advertising | 20 March 2009 | IA S...
I’m going to
              move this to the
               bottom of the
                                           It’s
I...
I consider many
           advertisers
           “stalkers”
                          Intrusive, annoying and just
      ...
IF WE IGNORE THE ADS




MAYBE THEY’LL GO AWAY
Source: Jakob Nielsen's Alertbox, August 20, 2007:
                        ...
INFORMATION
                                                              WANTS TO BE
                                    ...
U.S. ADVERTISING SPENDING
        IN BILLIONS OF DOLLARS
250
                                                             ...
TIME SPENT ENGAGED IN MEDIA
INTERNET VS. TRADITIONAL MEDIA
                                                               ...
INTERNET AD SPENDING
                                                                                          DOLLARS SPE...
Print Dollars,
Internet Nickels



             Time Inc. CEO, Ann Moore
        19            Designing For Advertising |...
The most popular
 Web 2.0 revenue model
 is based on advertising



                                                      ...
21
Via Flickr User Jeremy Dunham under a Creative Commons License        Designing For Advertising | 20 March 2009 | IA Su...
TOP TEN THINGS YOU
SHOULD KNOW ABOUT
ONLINE ADVERTISING



            22       Designing For Advertising | 20 March 2009 ...
1. IT’S ALL MIDDLEMEN




              23        Designing For Advertising | 20 March 2009 | IA Summit
USERS



 MEDIA BUYERS   AGENCIES    AD SALES




ADVERTISERS                PUBLISHERS
                  24         Desig...
2. MEDIA BUYERS ARE
   25-YEAR OLDS ARMED
   WITH SPREADSHEETS



             25         Designing For Advertising | 20 M...
26   Designing For Advertising | 20 March 2009 | IA Summit
FOR $10,000 SHE BUYS 500 CLICKS

                           
Ad Positions

                           
Demographics
Cost...
3. MEDIA BUYERS PURCHASE
   GLOBAL NAV CATEGORIES



             28      Designing For Advertising | 20 March 2009 | IA S...
29   Designing For Advertising | 20 March 2009 | IA Summit
29   Designing For Advertising | 20 March 2009 | IA Summit
29   Designing For Advertising | 20 March 2009 | IA Summit
29   Designing For Advertising | 20 March 2009 | IA Summit
29   Designing For Advertising | 20 March 2009 | IA Summit
29   Designing For Advertising | 20 March 2009 | IA Summit
BANNER ADS ARE TOP DOWN



GOOGLE ADS ARE BOTTOM UP


           30     Designing For Advertising | 20 March 2009 | IA Sum...
4. THE IAB IS A CABAL
   THAT CONTROLS
   EVERYTHING WE DO



               31       Designing For Advertising | 20 March...
32   Designing For Advertising | 20 March 2009 | IA Summit
32   Designing For Advertising | 20 March 2009 | IA Summit
33   Designing For Advertising | 20 March 2009 | IA Summit
33   Designing For Advertising | 20 March 2009 | IA Summit
34   Designing For Advertising | 20 March 2009 | IA Summit
35   Designing For Advertising | 20 March 2009 | IA Summit
5. YOU MUST DESIGN
   YOUR GRID AROUND
   THE ADS



             35       Designing For Advertising | 20 March 2009 | IA ...
36   Designing For Advertising | 20 March 2009 | IA Summit
37   Designing For Advertising | 20 March 2009 | IA Summit
6. YOU CAN SPECIFY
   WHAT’S OKAY AND
   WHAT’S NOT OKAY



             38      Designing For Advertising | 20 March 2009...
39   Designing For Advertising | 20 March 2009 | IA Summit
Specs
   unit       dimensions     placement           file types       max size   loops sound rich media
                 ...
FOR MORE INFO,
JUST SEARCH FOR
“MEDIA KIT”



             41   Designing For Advertising | 20 March 2009 | IA Summit
7. ASK TO CUSTOMIZE
   TEXT PLACEMENTS



              42      Designing For Advertising | 20 March 2009 | IA Summit
43   Designing For Advertising | 20 March 2009 | IA Summit
44   Designing For Advertising | 20 March 2009 | IA Summit
8. YOU SHOULD THINK
   CREATIVELY ABOUT
   PLACEMENTS



             45       Designing For Advertising | 20 March 2009 |...
8. YOU SHOULD THINK
   CREATIVELY ABOUT
   PLACEMENTS
   (WHICH MEANS YOU
   SHOULD MAKE FRIENDS
   WITH AD SALES)
       ...
46   Designing For Advertising | 20 March 2009 | IA Summit
47   Designing For Advertising | 20 March 2009 | IA Summit
47   Designing For Advertising | 20 March 2009 | IA Summit
48   Designing For Advertising | 20 March 2009 | IA Summit
48   Designing For Advertising | 20 March 2009 | IA Summit
9. WHAT GETS MEASURED
   MATTERS




             49     Designing For Advertising | 20 March 2009 | IA Summit
9. WHAT GETS MEASURED
   MATTERS

 MAYBE.


             49     Designing For Advertising | 20 March 2009 | IA Summit
DATA IS CHEAP.
INSIGHT IS EXPENSIVE.



               50       Designing For Advertising | 20 March 2009 | IA Summit
10.FORGET EVERYTHING I
   JUST TOLD YOU
   BECAUSE...



             51      Designing For Advertising | 20 March 2009 | ...
THE BANNER IS DEAD




             52      Designing For Advertising | 20 March 2009 | IA Summit
TELL ME THE FUTURE




             53      Designing For Advertising | 20 March 2009 | IA Summit
54   Designing For Advertising | 20 March 2009 | IA Summit
Rumors of our death are
 greatly exaggerated




*With apologies to Mark Twain
                          55    Designing F...
THE WALL BETWEEN
ADVERTISING + CONTENT




                                                                56
   Via Flick...
Package your unit as a
“sponsorship.” Advertisers
 love to convey the feeling
that your brilliant content is
 “brought to ...
Sponsorships




Banner Ads

             58   Designing For Advertising | 20 March 2009 | IA Summit
INTERNET AD REVENUE % SHARE
     BY ADVERTISING FORMAT
50
                                                                ...
While publishers’ rst attempts
  at charging for content online
   (particularly micropayments)
largely failed, there has ...
61
Source: Wired        Designing For Advertising | 20 March 2009 | IA Summit
62
Source: The Economist        Designing For Advertising | 20 March 2009 | IA Summit
63   Designing For Advertising | 20 March 2009 | IA Summit
64
Via Flickr User petrichor under a Creative Commons License        Designing For Advertising | 20 March 2009 | IA Summit
ADVERTISING IS THE
WORST REVENUE MODEL
FOR THE INTERNET
EXCEPT FOR ALL THE OTHERS

*With apologies to Winston Churchill an...
Everyone wants to think
the user experience is this
 paramount, untouchable
          Good


          President of Atlant...
Don’t get seduced into
 thinking that better user
experience alone will drive
       more revenue


          President of...
You need to give
 the advertisers
 what they want



     President of Atlantic Media, Justin Smith
           68         ...
PLEASE HELP
                                                                    MORE MONEY
                               ...
SPECIAL THANKS TO:

Justin Smith                     Chad Phelps                   Sarah Chubb
President of Consumer Media...
www.bondartscience.com
THANKS!   info@bondartscience.com
          @bondartscience

          Karen McGrane
          kare...
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Designing For, With, and Around Advertising

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What do user experience designers need to know about how the advertising model works, so they can create products that meet the needs of both users and advertisers?

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  • This was great fun to watch!
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Designing For, With, and Around Advertising

  1. DESIGNING FOR, WITH, AND AROUND ADVERTISING OR: HOW I LEARNED TO STOP WORRYING AND LOVE THE ADS *With apologies to Dr. Strangelove
  2. PERSUADE YOU TO THINK DIFFERENTLY ABOUT ONLINE ADVERTISING 2 Designing For Advertising | 20 March 2009 | IA Summit
  3. TELL YOU SOME OF THE BASICS ABOUT HOW ADVERTISING WORKS 3 Designing For Advertising | 20 March 2009 | IA Summit
  4. SPECULATE ABOUT THE FUTURE OF THE ONLINE REVENUE MODEL 4 Designing For Advertising | 20 March 2009 | IA Summit
  5. THERE’S SO MUCH I CAN’T COVER TODAY 5 Designing For Advertising | 20 March 2009 | IA Summit
  6. Concept ruthlessly stolen from Heather Champ @hchamp 6 Via Flickr User swirlspice under a Creative Commons License Designing For Advertising | 20 March 2009 | IA Summit
  7. 7 Designing For Advertising | 20 March 2009 | IA Summit
  8. ABOUT ME ! 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 8 Designing For Advertising | 20 March 2009 | IA Summit
  9. DESIGNING FOR, WITH, AND AROUND ADVERTISING OR: HOW I LEARNED TO STOP WORRYING AND LOVE THE ADS *With apologies to Dr. Strangelove
  10. YOU ARE NOT A WIREFRAME MONKEY Designing For Advertising | 20 March 2009 | IA Summit
  11.  YOU STRATEGIZE WAYS TO MAKE BUSINESSES MORE VALUABLE 11 Designing For Advertising | 20 March 2009 | IA Summit
  12. I’m going to move this to the bottom of the It’s It takes up page, okay? distracting so much space BUY NOW! It clutters Do we up the page really have to put this It’s just here? so ugly 12 Designing For Advertising | 20 March 2009 | IA Summit
  13. I consider many advertisers “stalkers” Intrusive, annoying and just plain ugly advertising is SO bad! I block all advertising If anything could be just to avoid them. worse than pop-ups, this is it. I HATE this ad! It’s a free country, but if you HATE HATE HATE. put ads on your videos I will not view them. Many of my friends feel the same way. Get a grip! 13 Designing For Advertising | 20 March 2009 | IA Summit
  14. IF WE IGNORE THE ADS MAYBE THEY’LL GO AWAY Source: Jakob Nielsen's Alertbox, August 20, 2007: 14 Banner Blindness: Old and New Findings Designing For Advertising | 20 March 2009 | IA Summit
  15. INFORMATION WANTS TO BE FREE! 15 Via Flickr User Gwire under a Creative Commons License Designing For Advertising | 20 March 2009 | IA Summit
  16. U.S. ADVERTISING SPENDING IN BILLIONS OF DOLLARS 250 Total 219.9 Internet 18.5 200 41.1 Newspapers 39.7 Directories 17.2 150 Direct Mail 14.6 Broadcast 35.5 100 Cable 25.4 Magazines 26.6 50 Radio 15.7 Outdoor 8.8 Other 17.9 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Source: The U.S. Census Bureau's Service Annual Surveys, 16 Designing For Advertising | 20 March 2009 | IA Summit U.S Advertising Spending 1998-2007
  17. TIME SPENT ENGAGED IN MEDIA INTERNET VS. TRADITIONAL MEDIA + 20% 15% +10% 19% 30% 33% 30% 0% – 10% – 20% – 30% Magazines Radio Newspaper Internet Television Source: The User Revolution, Piper Jaffray & Co., February 2007 17 Source: Arbitron/Edison Media Research Internet and Multimedia Designing For Advertising | 20 March 2009 | IA Summit 2006: On-Demand Media Explodes and comScore Networks.
  18. INTERNET AD SPENDING DOLLARS SPENT TIME SPENT BY USERS BY ADVERTISERS Internet Internet 7% 21% 93% 79% Traditional Media Traditional Media 18 Source: Television Advertising Bureau, Nielsen Media Research, Advertising Designing For Advertising | 20 March 2009 | IA Summit Age, and Piper Jaffray & Co. estimates
  19. Print Dollars, Internet Nickels Time Inc. CEO, Ann Moore 19 Designing For Advertising | 20 March 2009 | IA Summit
  20. The most popular Web 2.0 revenue model is based on advertising Ask a V.C. 20 Source: Ask a VC, Ad Revenue Models Designing For Advertising | 20 March 2009 | IA Summit
  21. 21 Via Flickr User Jeremy Dunham under a Creative Commons License Designing For Advertising | 20 March 2009 | IA Summit
  22. TOP TEN THINGS YOU SHOULD KNOW ABOUT ONLINE ADVERTISING 22 Designing For Advertising | 20 March 2009 | IA Summit
  23. 1. IT’S ALL MIDDLEMEN 23 Designing For Advertising | 20 March 2009 | IA Summit
  24. USERS MEDIA BUYERS AGENCIES AD SALES ADVERTISERS PUBLISHERS 24 Designing For Advertising | 20 March 2009 | IA Summit
  25. 2. MEDIA BUYERS ARE 25-YEAR OLDS ARMED WITH SPREADSHEETS 25 Designing For Advertising | 20 March 2009 | IA Summit
  26. 26 Designing For Advertising | 20 March 2009 | IA Summit
  27. FOR $10,000 SHE BUYS 500 CLICKS  Ad Positions  Demographics Cost per 1000 $20.00 (CPM) Traf c x 0.1% 500,000 Price $10,000 Clickthrough 500 27 For illustration purposes only. Not real data. Faulty math. Designing For Advertising | 20 March 2009 | IA Summit
  28. 3. MEDIA BUYERS PURCHASE GLOBAL NAV CATEGORIES 28 Designing For Advertising | 20 March 2009 | IA Summit
  29. 29 Designing For Advertising | 20 March 2009 | IA Summit
  30. 29 Designing For Advertising | 20 March 2009 | IA Summit
  31. 29 Designing For Advertising | 20 March 2009 | IA Summit
  32. 29 Designing For Advertising | 20 March 2009 | IA Summit
  33. 29 Designing For Advertising | 20 March 2009 | IA Summit
  34. 29 Designing For Advertising | 20 March 2009 | IA Summit
  35. BANNER ADS ARE TOP DOWN GOOGLE ADS ARE BOTTOM UP 30 Designing For Advertising | 20 March 2009 | IA Summit
  36. 4. THE IAB IS A CABAL THAT CONTROLS EVERYTHING WE DO 31 Designing For Advertising | 20 March 2009 | IA Summit
  37. 32 Designing For Advertising | 20 March 2009 | IA Summit
  38. 32 Designing For Advertising | 20 March 2009 | IA Summit
  39. 33 Designing For Advertising | 20 March 2009 | IA Summit
  40. 33 Designing For Advertising | 20 March 2009 | IA Summit
  41. 34 Designing For Advertising | 20 March 2009 | IA Summit
  42. 35 Designing For Advertising | 20 March 2009 | IA Summit
  43. 5. YOU MUST DESIGN YOUR GRID AROUND THE ADS 35 Designing For Advertising | 20 March 2009 | IA Summit
  44. 36 Designing For Advertising | 20 March 2009 | IA Summit
  45. 37 Designing For Advertising | 20 March 2009 | IA Summit
  46. 6. YOU CAN SPECIFY WHAT’S OKAY AND WHAT’S NOT OKAY 38 Designing For Advertising | 20 March 2009 | IA Summit
  47. 39 Designing For Advertising | 20 March 2009 | IA Summit
  48. Specs unit dimensions placement file types max size loops sound rich media left column below wide user 160x600 sub-navigation gif, jpg, swf 35k 5 yes skyscraper initiated top, right in list medium user 300x250 and gif, jpg, swf 35k 5 yes rectangle initiated grid views top, right in list user big box 344x480 and gif, jpg, swf 45k 5 yes initiated grid views super footer, below page user 728x90 gif, jpg, swf 30k 5 yes banner navigation initiated showcase 750x175 page header gif, jpg 60k 0 no no 10 second video 640x480 bumper at dv, mpg, mov - - yes - beginning of video COOL HUNTING published by 40 Designing For Advertising | 20 March 2009 | IA Summit
  49. FOR MORE INFO, JUST SEARCH FOR “MEDIA KIT” 41 Designing For Advertising | 20 March 2009 | IA Summit
  50. 7. ASK TO CUSTOMIZE TEXT PLACEMENTS 42 Designing For Advertising | 20 March 2009 | IA Summit
  51. 43 Designing For Advertising | 20 March 2009 | IA Summit
  52. 44 Designing For Advertising | 20 March 2009 | IA Summit
  53. 8. YOU SHOULD THINK CREATIVELY ABOUT PLACEMENTS 45 Designing For Advertising | 20 March 2009 | IA Summit
  54. 8. YOU SHOULD THINK CREATIVELY ABOUT PLACEMENTS (WHICH MEANS YOU SHOULD MAKE FRIENDS WITH AD SALES) 45 Designing For Advertising | 20 March 2009 | IA Summit
  55. 46 Designing For Advertising | 20 March 2009 | IA Summit
  56. 47 Designing For Advertising | 20 March 2009 | IA Summit
  57. 47 Designing For Advertising | 20 March 2009 | IA Summit
  58. 48 Designing For Advertising | 20 March 2009 | IA Summit
  59. 48 Designing For Advertising | 20 March 2009 | IA Summit
  60. 9. WHAT GETS MEASURED MATTERS 49 Designing For Advertising | 20 March 2009 | IA Summit
  61. 9. WHAT GETS MEASURED MATTERS MAYBE. 49 Designing For Advertising | 20 March 2009 | IA Summit
  62. DATA IS CHEAP. INSIGHT IS EXPENSIVE. 50 Designing For Advertising | 20 March 2009 | IA Summit
  63. 10.FORGET EVERYTHING I JUST TOLD YOU BECAUSE... 51 Designing For Advertising | 20 March 2009 | IA Summit
  64. THE BANNER IS DEAD 52 Designing For Advertising | 20 March 2009 | IA Summit
  65. TELL ME THE FUTURE 53 Designing For Advertising | 20 March 2009 | IA Summit
  66. 54 Designing For Advertising | 20 March 2009 | IA Summit
  67. Rumors of our death are greatly exaggerated *With apologies to Mark Twain 55 Designing For Advertising | 20 March 2009 | IA Summit
  68. THE WALL BETWEEN ADVERTISING + CONTENT 56 Via Flickr User old bacon under a Creative Commons License Designing For Advertising | 20 March 2009 | IA Summit
  69. Package your unit as a “sponsorship.” Advertisers love to convey the feeling that your brilliant content is “brought to you by” their brand. Razor sh, Terri Walther and Sarah Baehr 57 Source: How to Sell-Out Like Gawker Media, Silicon Alley Insider Designing For Advertising | 20 March 2009 | IA Summit
  70. Sponsorships Banner Ads 58 Designing For Advertising | 20 March 2009 | IA Summit
  71. INTERNET AD REVENUE % SHARE BY ADVERTISING FORMAT 50 2004 44 2005 40 41 40 41 2006 40 2007 2008 (HY) 30 22 21 21 19 20 20 18 17 18 16 14 10 10 10 10 8 877 8 6 6 5 3 332 0 Display Rich Media Lead % Banners + Video Classi eds Sponsorships Search Generation Source: IAB Internet Advertising Revenue Report conducted by 59 Designing For Advertising | 20 March 2009 | IA Summit PricewaterhouseCoopers (PWC)
  72. While publishers’ rst attempts at charging for content online (particularly micropayments) largely failed, there has been an increasing interest in revisiting that model. FOLIO Media:PRO 60 Source: Condé Nast Strikes Video Deal with Hulu, FOLIO Media:PRO Designing For Advertising | 20 March 2009 | IA Summit
  73. 61 Source: Wired Designing For Advertising | 20 March 2009 | IA Summit
  74. 62 Source: The Economist Designing For Advertising | 20 March 2009 | IA Summit
  75. 63 Designing For Advertising | 20 March 2009 | IA Summit
  76. 64 Via Flickr User petrichor under a Creative Commons License Designing For Advertising | 20 March 2009 | IA Summit
  77. ADVERTISING IS THE WORST REVENUE MODEL FOR THE INTERNET EXCEPT FOR ALL THE OTHERS *With apologies to Winston Churchill and Democracy 65 Designing For Advertising | 20 March 2009 | IA Summit
  78. Everyone wants to think the user experience is this paramount, untouchable Good President of Atlantic Media, Justin Smith 66 Designing For Advertising | 20 March 2009 | IA Summit
  79. Don’t get seduced into thinking that better user experience alone will drive more revenue President of Atlantic Media, Justin Smith 67 Designing For Advertising | 20 March 2009 | IA Summit
  80. You need to give the advertisers what they want President of Atlantic Media, Justin Smith 68 Designing For Advertising | 20 March 2009 | IA Summit
  81. PLEASE HELP MORE MONEY GET ONLINE 69 Via Flickr User Word Freak under a Creative Commons License Designing For Advertising | 20 March 2009 | IA Summit
  82. SPECIAL THANKS TO: Justin Smith Chad Phelps Sarah Chubb President of Consumer Media VP of Online President, Condé Nast Digital KC Estenson Dylan Fitch Ed Sussman SVP & General Manager, CNN.com Managing Director President, Digital (Former) Rich Meislin Josh Rubin Sarah Baehr Consultant, Internet Publishing Editor in Chief VP and National Lead, Media Martin Nisenholtz Evan Orensten Garrick Schmidt SVP of Digital Executive Editor VP and National Lead, UX 70 Designing For Advertising | 20 March 2009 | IA Summit
  83. www.bondartscience.com THANKS! info@bondartscience.com @bondartscience Karen McGrane karen@bondartscience.com @karenmcgrane

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