every picture tells a story - the role of image based ads in the biddable media landscape
Post on 12-May-2015
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Every picture tells a storyJIM BANKS – GLOBAL HEAD OF BIDDABLE MEDIA - CHEAPFLIGHTS
@jimbanks #biddableworld
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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
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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
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Just because you canDoesn’t mean you
should….
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The “Bears”
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The “Bears” doing Dambusters
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The “Bears” eating Chinese food
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The “Bears” getting the cool look on
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Getting “made up”
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The Clockwork Orange look
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Please DON’T Try
This…
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Just because you canDoesn’t mean you
should….
@jimbanks #biddableworld
16Graphical 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
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17They don’t look like ads
Both are 720 x 90 banner ads…yes… 720 not 728
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18They tell a story
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19They resonate with you
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20They are shocking
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21They are different
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22Graphical 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
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23They bore you
*All professional services providers are dull as dishwater advertisers
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24They get in the way of
what you are doing
You go to Facebook to :
Be informed Be entertainedLaugh at cats
Stalk ex-partnersMock friends selfies
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25They are “you-centric”
Have a question about<insert ailment here>We have the zzzzz inZzzz, yawn….
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26They get blocked
Ad-blockers get in the way
IAB sizes
728 x 90
468 x 60
120 x 600
160 x 600
300 x 250
180 x 150
Make your dimensions different
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Some tests you can do..
This is not an exhaustive list, but should get your creative juices going…
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28Trust signals?
Vs.
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29Future or past?
Vs.
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30Standard or irregular
shape?
Vs.
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31Familiar look or not?
Vs.
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32Buttons or “text” buttons?
Vs.
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33Straight or angled?
Vs.
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34Pictures or text?
Vs.
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35Stock photos or natural?
Vs.
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36Fake interaction or static?
Vs.
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37Beauty or the beast?
Vs.
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38Sharp or blurry?
Vs.
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39Real or illustrated?
Vs.
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40The 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
41Tools you can use
Fiverr.com
4mads.com
SiteScout.com (adserver and RTB)
WhatRunsWhere.com
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42Fiverr.com
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434mads.com
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44WhatRunsWhere.com
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47Special 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)
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Thanks for listening
Get in touch –
Email – Jim.Banks@cheapflights.com
Twitter - @jimbanks
Google+ - +JimBanks
LinkedIn – www.linkedin.com/in/jimbanks
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