benchmarking media value

As marketers embrace the digital medium, many new advertisers to the internet are unaware of the full capabilities that online creativity can allow. Within the Australian and international market, particular formats (or sizes) and weights (file sizes) have been devised to standardise online creative. However, this is just the foundation for advertisers. In this edition of P3 e-news, Russell Easther looks at the many providers within the market that have technology available to enhance the creative options of any advertiser. - your online creative options - ask russell easther - p3 launch new website  - networx marketers meeting

your online creative options

The IAB Australia (www.iabaustralia.com.au) is an advisory body supporting the online advertising industry. The IAB Australia endorses the use of the UAP, Universal Ad Package. The package was designed “with the objective of standardizing a set of ad sizes in order to reduce the costs and inefficiencies associated with planning, buying and creating online media campaigns.” More information on this can be found by clicking on the following link:-  http://www.iabaustralia.com.au/standards.html

more formats

By following the link above, advertisers will learn of the standard ad sizes. Although this is a useful guide and P3Digital certainly recommends the creation of all formats for most online advertising campaigns, many more exist in the market place. These can range from a small ‘digital strip’ evident on the top right hand corner of www.theage.com.au to large OTP, or Over The Page intrusions found on portal homepages.  To date, no one in the market has counted the total number of formats, however we believe it exceeds 100.

enhancing creative through the use of technology

Have you ever seen online advertising creative that expands when a users mouse rolls over the image? Have you ever seen video/TVC playing into a standard ad? Have you ever printed a recipe directly from a banner? Have you ever selected a flight origin or destination directly within a banner and see the flight charges change accordingly? Have you ever played a small game within a creative execution? All these opportunities are possible through the use of technology. The technology that allows such dynamic use of rich media and the delivery of creative file sizes much larger than the standard is Third Party Adserving. Within the Australian market, Eyeblaster, Double Click, Facilitate Digital provide these services. Interactive agencies and interactive departments within media agencies are very familiar with this technology.

By enhancing your creative with this technology you are in turn enhancing the users experience with your brand. Depending on the application, advertisers can have a dialogue with users for minutes long. What other mainstream media opportunities will allow you to do that?

If you would you like to learn more about the basics of digital advertising, and the newest creative options available to your brand, contact Russell Easther at P3Digital in Sydney 02 8399 0922 or Melbourne 03 9682 6800 or email russell@p3.com.au