Week 9 LABAdvertising on the web

using RICH MEDIA

Week 9 LABAdvertising on the web

using RICH MEDIAWith Duane Weaver

OUTLINEOUTLINE

• Trends in Online Design

• Storyboarding

• Self-Review and BLOG info

• Survey

Trends in Online DesignTrends in Online Design

• http://www.sitepoint.com/article/top-trends-online-ad-design

Storyboarding for Rich Media Advertisements

Storyboarding for Rich Media Advertisements

• A storyboard is rough representation of a finished rich media advertisement, “frame” by “frame” (or screenshot by screenshot).

• This will usually be presented to a client for approval before work is started.

• A storyboard generally includes graphics (rough sketches or representations of objects, rather than the finished product), text, fonts, links, calls to action etc.

• Storyboarding is used extensively in video production, TV commercial production and website production, as well as in interactive advertising.

Interactive Rich Media Storyboards Interactive Rich Media Storyboards

• The big difference between a TV commercial storyboard, and a storyboard for a web-based interactive advertisement, is that the latter is not necessarily linear.

• The storyboards may also be accompanied by a flow chart showing how the “frames” will link to each other, and the various possible “paths” that a user might take through the advertisement.

The following elements will be present in a storyboard:

The following elements will be present in a storyboard:

• A sketch or drawing of the contents of the frame. • Color, placement, and size of graphics. • Actual text, if any is present, for each frame. • Color, size, and type of font, if there is text. • Voice-over, if any (if this is extensive, then the script

will be included on a separate sheet of paper, cross referenced to the storyboard number

• Animation, if any. • Video, if any. • Audio, if any. • Audience interaction (ie. link, mouseover etc.)• Call to action (measurable)• A number for each storyboard (1 of 12; 2 of 12 etc)

Sample StoryboardSample Storyboard

• Absolut Lemondrop (Macromedia)

Number: 1 of

Description: No Flash Player detected, alternate gif file. Objective is to get user to download Flash to view the ad.

Number: 1 of

Description: No Flash Player detected, alternate gif file. Objective is to get user to download Flash to view the ad.

Voice over: None

Music/sound: Crashing sound

Text: As shown on screenshot

Font: Arial, and Arial Black (white)

Graphic: Black background, fuzzy white circular overlay

Interactivity: Link on Download Flash text to Macromedia website

Call to action: Download Flash viewer

ABSOLUT SHAME.We’d hate you to miss Absolut Online

DOWNLOAD FLASH

Number: 2

Description: Bottle appears from above

Number: 2

Description: Bottle appears from above

Voice over: None

Music/sound: None

Text: None

Font: N/A

Graphic: Bottom third of bottle

Interactivity: Bottle will shake if moused over

Call to action: Mouse over image to see what happens

Number: 3 of

Description: One third of the bottle in top of screen – no movement unless user interacts. First lemon drops automatically after 4 seconds if no user interaction.

Number: 3 of

Description: One third of the bottle in top of screen – no movement unless user interacts. First lemon drops automatically after 4 seconds if no user interaction.

Voice over: None

Music/sound: Crashing sound as lemons drop to bottom of screen.

Text: None

Font: N/A

Graphic: Bottom third of bottle

Interactivity: Bottle shakes and lemons drop as user mouses over

Call to action: Continue to mouse over image to see what happens

Other Storyboard ConsiderationsOther Storyboard Considerations

• Storyboards cannot stand alone on their own

• They should be founded on some sort of fundamental marketing criteria such as:– Target Market– Core Features/Benefits promoted– Key Message– Expected End-State– Executional Element

Self ReviewSelf Review

• Check out Brandsuicide link

• Look into design elements such as colour

• Post any new links in our class BLOG