Being a very modern kind of creative agency, we are sometimes involved in the field of online advertising. Nothing unusual in that. However, when perusing yet another online media plan, it occurred to us that marketers are being taken for fools. The reason? The harsh reality of traditional online advertising spaces falls very short of the large promise of their names. To help bring a touch of welcome transparency, we have devised this handy guide to the actual reality of online advertising spaces, with easy reference to everyday objects. (objects not depicted actual size)
1 - The Banner
We all know what a banner is. A large piece of material draped off a building or suchlike. Or maybe something towed along by a plane above the heads of an inquisitive crowd. Just imagine your marketing message writ large as such. Imagine it's awesome persuasive power.
An online banner ad is in fact about the size of a regular fish finger.
2 - The Leaderboard
Wow. A leaderboard. Just conjure a mental picture of your brand or slogan emblazoned on a leaderboard. Adoring crowds of sports fanatics staring right at your message in foot-high letters above the important scores of the day's event. The massed ranks of the world's sports media focusing their cameras on it. Wow indeed.
In reality, an online Leaderboard advert is approximately the size of the bottom of an average-sized paperback novel.
The tallest buildings in the entire world. Towering hundreds of feet high above its neighbours, dominating the skyline with power and grace. The idea of one's message being emblazoned across such a modern-day monument to commerce is enough to make even the most reserved marketer let out a little girly squeal of glee. Ten feet high, a hundred feet, more? Imagine its communicative power.
An online advertising skyscraper is actually abut the size of a highlighter pen, with another lid popped on top.