OpenNews/hackdays/aophd12

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AOP UK "Hack the Ad" projects:

Project 1: Mevan-ator

Project 2: Sequence

We have agreed potential format and functionality, plus expanded on the concept to include a side slider (non intrusive). Also additional functionality such as "email me" self call to action, making advertiser site available at a later time (more convenient to the user}. Started a "to do" list alongside the main development such as creating test ad designs, test site environment.

Now have a demo version of the ad format which shows the basic functionality, there are a few bugs present but basic concept is clearly visible,

Identified a clear set of USPs for the format, and why it would be both beneficial to advertisers and publishers such as increased user retention, better ROI for advertisers and increased mobile ad yields alongside measurable KPIs.

Also considered a roadmap for the product and how after a fully working version is completed could be developed further to add increased value.

Project 3: Blink

  • Project tagline: It's not subliminal advertising - it's intelligent advertising
  • Project Goal: Rather than traditional ads, 'Blink' is a concept designed to integrate ads swiftly in and out of articles, creating interest through brief disruption, yet allowing an advertiser presence on the page at all times.
  • Why folks should care: Users have become 'banner-blind' - this is the solution
  • Team members: Peter, Davey, Parj, Leo, Nanette
  • Github URL:
  • Additional comments: Blink is a new format for advertising: it works by disturbing the existing pattern, in a way that respects the content and the 'user'.

Users have become 'banner blind' – bombarded by large and 'in your face' ads that they have learned to shut out. Ads have become something viewed in peripheral vision – seen but not acknowledged.

It's not subliminal advertising – it's intelligent advertising.

Project 4: Team Responsive

  • Project tagline: The Banner and Reveal: Cross-Platform Advertising
  • Project Goal: an ad format that adapts to varying screen sizes and different environments
  • Why folks should care: figuring out how to monetize ads on mobile
  • Team members: Steve, Paul, Kaitlyn, Ashwin, Balraj, Dan
  • Github URL: https://github.com/mattdell/aophdteam5
  • Demo: http://www.liveinn.co.uk/pages/techcrunch.html
  • Additional comments: What - the problem we are trying to solve?

Working within the traditional confines of what advertisers are willing and able to supply to online publishers, how can we adapt those ideas to work effectively across multiple screen sizes, focusing primarily on iOS and Desktop?

Who are we trying to solve the problem for? Online publishers and advertisers How? By working with a traditional 300x250 MPU it can translate easily across platforms, but placement and creative engagement and interaction can adapt the ad to different environments. Solution: ad appears upon landing on page, then article comes forward with tab at the bottom to bring up the ad again, single ad creative is necessary

Project 5: Ad Putty

  • Project tagline: Putty the responsive, adaptive, all-in-one ad!
  • Project Goal: How to serve ads in responsive layouts without need for serving all code for each mode. (To create a dynamic ad unit which adapts to the size of the page element).
  • Why folks should care: Advertisers' messages aren't lost whatever device users are browsing with.
  • Team members: Masimba Sagwete (Haymarket), Lawrence Brown (UBM), Matt Dell (Haymarket), Miles Watson (Hearst)
  • Github URL: https://github.com/mattdell/aophdteam5/
  • Etherpad URL - https://etherpad.mozilla.org/kWF3ahyX9L
  • Demo: liveinn.co.uk with responsive scaling of the ads
  • Additional comments: We are looking a creating a dynamic ad unit using HTML5 that can adapt in size and format dependin on the device. We want a unit that can be placed in any position and serves a creative/ad without having to download multiple versions of creatives saving on page download size and also resource to create and manage multiple creatives.

Project 6: EasyAd Generator

  • Project tagline: Easy rich media ad creation for publisher and advertisers
  • Project Goal: easy ad format, framework for creating ads, lead generation, brand awareness. build social media into ad units.
  • Why folks should care: help b2b folks offer a configurable ad format to their customers for lead generating ads
  • Team members: Greg, Denise, Matteo, Laila, Tadas, Dimuthu,
  • Google Code URL: http://code.google.com/p/notimempu/
  • Additional comments: Project plan and scribbles at https://etherpad.mozilla.org/aophdteam6
  • Product Description:

EasyAd is a new online tool for quickly and easily creating an advert with multiple components such as text and image as well as third party plugins for social media, maps, instagram images and many more. With a simple user interface a customer can quickly configure their advert using a predefined framework and selectable options allowing them creative freedom without a dependency on creative staff or agencies. With tracking not just on the advert as a whole but linked to the multiple clickable elements, a customer can see the areas of their ad that create most engagement and made quick updates to other areas as necessary. Initially a desktop product this would quickly be developed and adapted to support mobile advertising formats, e.g. instead of webforms on a desktop a customer could choose to swipe a call to action and enter an email address to receive further information

Project Deliverables: working prototype for advert generation advert imbedded into live webpage future developments screen designs power point presentation on problem, solution, design process and future enhancements

Project 7: First Impressions

  • Project tagline: A dynamic, timed MPU unit to tackle the issue of viewable impressions
  • Project Goal: To adapt and redesign existing ad formats to meet requirements of viewable impression metrics.
  • Why folks should care: Next year, media agencies will only pay for impressions actually viewed
  • Team members: Chris Kinch, Gary Rayneau, Angela Edwards
  • Github URL:
  • Additional comments: Adapting formats and ad slots to focus on attaining "viewable impressions" - but still adhere to agency metrics and remain as non intrusive as possible. A viewabe impression counts when an ad is at least 50% visible for a certain amount of time.

Allows site to track if ad has been viewed long enough to be considered a "viewable impression" from an advertiser. If so, then a new ad loads. If not, then the ad becomes sticky and follows user down the page.

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