Week 9 LAB Advertising on the web using RICH MEDIA With Duane Weaver

OUTLINE Trends in Online Design Storyboarding Self-Review and BLOG info Survey

Trends in Online Design online-ad-designhttp:// online-ad-design

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 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: 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 Storyboard Absolut Lemondrop (Macromedia)Absolut Lemondrop

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 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. 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 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

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