#onlinebanner

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[dezign2019]

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[tipsydarkness]

Online ad #campaign #onlinebanner #onlineads #graphicdesign #illustration #collage #englishheritage

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Online ad #campaign #onlinebanner #onlineads #graphicdesign #illustration #collage #englishheritage

[lorimktg3]

The World of Online Banners

Hey peers,

I’m sorry you haven‘t heard from me for a while!

Last week we talked about the different kinds of online banners that are out there. I can tell you, those are a LOT! I mean everybody who has something to do with marketing probably knows traditional Banners and Skyscrapers, maybe Expandable Banners and Overlays as well. But how about Social Widgets, Sidekick Ads, Page Peel Backs or Tabbed Expandables? I personally have never heard of those, but I am glad I now know those exist at all. :-p

In class we got a few questions to answer so let’s cover those first and then let’s see what we can find out about Garnier's usage of banners!

First, what is actually the difference between an Expandable Banner and a Polite Banner?

To answer this question I want to use a resource that explains very nicely the differences between Standard Banners, Polite Banners and Expandable Banners: http://www.mediamind-benelux.com/wiki-info/snippets/

According to MediaMind Benelux/TECH53 a Standard Banner consists of a GIF or Flash file that loads together with the website. The Polite Banner in contrast “consists of a GIF or Flash file that loads together with the page and then after the page finishes loading, a heavier Flash asset loads and replaces the original light version” (TECH53, 2013). This is done because heavy rich media banners can tremendously slow down the loading of a website. Polite Banners can be used to allow a banner to be of almost unlimited gigabyte size, as an image file replaces the original banner during the loading time (test.adform.com, 2014). A Polite Banner never expands out of its banner space (TECH53, 2013).

An Expandable Banner is an ad that expands outside of the banner space after the user has clicked on it or has moved his cursor over it. (TECH53, 2013). Below you see an example.

What is a Floating Expandable?

A Floating Expandable is a banners that expand over the webpage content on a transparent layer – making the banner seem to float above the page. (Fincanon, 2010). Please find an example below.

What is a Skin?

A Skin can also be called a Wallpaper or Homepage Takeover. It is a static background picture that gives the website a branded frame. “By wrapping the page’s banner ad experience a “perfect” skin focuses the user’s attention towards the page’s clickable ad units” (Byrne, 2012).

How does a "peel back" attract attention and interaction?

Peel Back banners prompt users to “peel” a homepage's upper corner and reveal the banner underneath. While the page is still loading, the user (normally) sees only a tiny triangle on the corner of the page peeking under something different that aims to excite his curiousity. "Peel Back banners give advertisers high visibility and a rich platform to deliver their message. When the ad fully expands, the  advertiser’s content lays over the editorial content—focusing more attention on the marketing message" (Eyeblaster, 2009).

What are Wallpapers? What is the difference to Homepage Takeovers?

A Wallpaper is basically a combination of a Superbanner and Skyscraper that frames the web content. However, it frames the website only on two sites, not on all sites like the Homepage Takeover. In addition it can come solely whereas a homepage takeover mostly consists of a framing and a traditional banner on the website itself. Unfortunately I don't find an exact resource for it. However, I used to work as a student assistant at Microsoft Advertising (marketer of advertising spaces on MSN, Skype) and the difference was explained to me in that way.

Resources:

Byrne, R. (2012) Designing Homepage Takeover Skins 101. [Online]. Available from: http://designcareer.wordpress.com/2012/05/14/designing-homepage-takeover-skins/ [Accessed 14 March 2014].

Eyeblaster (2009) Research Note: Peel Back Banners. [Online]. Available from: http://www2.mediamind.com/data/uploads/resourcelibrary/eyeblaster%20research%20note%20-%20peelback%20banners.pdf [Accessed 14 March 2014].

Fincanon, J. (2010) Flash Advertising. Burlington: Focal Print. 

TECH53 (2013) Code Snippets [Online]. Available from: http://www.mediamind-benelux.com/wiki-info/snippets/ [Accessed 14 March 2014].

test.adform.com (2014) Polite Banner. [Online]. Available from: http://test.adform.com/testpage/banner-specifications/rich-media-instructions/polite-banner/ [Accessed 14 March 2014].