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IAB US Presentation - Patrick Dolan for IAB Romania
 

IAB US Presentation - Patrick Dolan for IAB Romania

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Prezentarea sustinuta de Patrick Dolan pentru IAB Romania in cadrul evenimentului Meet the Rising Stars - 26 septembrie 2011

Prezentarea sustinuta de Patrick Dolan pentru IAB Romania in cadrul evenimentului Meet the Rising Stars - 26 septembrie 2011

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    IAB US Presentation - Patrick Dolan for IAB Romania IAB US Presentation - Patrick Dolan for IAB Romania Presentation Transcript

    • A Bright Future
    • What is the IAB? IAB - Interactive Advertising Bureau IAB is a 501(c6) Trade Association Established - 1996 Standard setting body - Member driven to leverages industry expertise Industry’s voice Washington1
    • Over 500 members The IAB is the digital publishing industry‟s Biggest Tent2
    • Global Presence, Global Partners 38 Countries – 5 Continents3
    • The IAB Mission… GROWTH The Interactive Advertising Bureau is dedicated to the growth of the interactive advertising marketplace, of interactive‟s share of total marketing spend, and of our members‟ share of total marketing spend.4
    • Growth - How we achieve it Engagement Accountability Operational EffectivenessCMOs, agencies, and Establish Reduce structuralother marketing guidelines and best friction betweeninfluencers on the practices media companiesinteractive and advertisingopportunity buyers 5
    • Standards Drive GrowthBefore IAB Afte r IAB
    • Standardization Is a Core Capability Ad Standards & Creative Digital Video Guidance Measurement Guidelines Guidelines • Ad Impression • Digital Video Overview• Ad Unit Guidelines Measurement Guidelines • Digital Video In-Stream• Digital Video Ad Format • Ad Campaign Ad Metrics Definitions Guidelines & Best Measurement Process • Digital Video Ad Format Practices Guidelines Guidelines & Best• Pop-up Guidelines • Audience Reach Practices• Rich Media Creative Measurement Guidelines • Digital Video Ad Guidelines • Click Measurement Measurement Guidelines• Universal Ad Package Guidelines Email & Lead Generation • Digital Video Ad Serving • Digital Video Ad Template (VAST) Measurement Guidelines • Digital Video Player-Ad • In-Game Advertising• Email Guidance Interface Definition Measurement Guidelines• Email Campaign (VPAID) Social Media Guidance • Rich Media Measurement Performance Metrics • Long Form Video Guidelines Definitions • Rich Internet Application• Email Data Management Guidelines • Social Advertising Best Best Practices Practice• Lead Generation • Social Media Ad Metrics Guidance• Lead Quality Best Practices IAB Overview Deck
    • Member Committees and Councils Committees  Councils  Audio Committee  Ad Ops Council  Digital Video Committee  CFO Council  eMail Committee  Data Council  Games Committee  Legal Affairs Council  Interactive Television Committee  Multicultural Council  Lead Generation Committee  Public Policy Council  Local Committee  Research Council  Mobile Advertising Committee  Sales Executive Council  Networks and Exchanges Committee  Search Committee  Social Media Committee IAB Overview Deck
    • Membership Analysis General Members ● General Members are corporate entities or standalone divisions of a corporate entity whose revenue is significantly based on the sale of interactive advertising inventory ● General Members have the right to vote for the members of the board of directors; to attend and participate at all membership meetings; and the opportunity to be elected to serve on the board of directors. ● General Members include “portals” (e.g., Yahoo, AOL); networks (e.g., 24/7 Real Media, Valueclick); branded publishers (e.g., The New York Times, CBS Interactive); ad-supported service providers (e.g., Google, IAC Corp.); vertical content specialists (e.g., BabyCenter, Cars.com); and vertical platform specialists (e.g., AdMob, Wild Tangent) Associate Members ● Any company that does not qualify as a General member may join the IAB as an Associate Member, provided it supports the sale of interactive advertising inventory ● Associate members have the right to participate fully in most committees and councils ● Associate members include accounting firms (e.g., Ernst & Young); measurement providers (e.g., Quantcast); research firms (e.g., J. D. Power); IT service providers (e.g., Operative); and others IAB Overview Deck
    • IAB US Org Chart August 201110
    • Major Opportunities Protecting privacy Reducing complexity in the supply chain Emerging platforms Capturing more brand dollars11
    • Protecting privacy Self-Regulatory Program DIGITAL ADVERTISING ALLIANCE12
    • Reducing Complexity Removing Friction IES (Impression Exchange Solution) – Reduce discrepancies E-Business Solutions – Automating buying and billing Ad Verification Guidelines – Brand protection13
    • Emerging Platforms U.S. Internet TrendsSocial Media Mobile Internet US Facebook audience Mobile internet users up ~ 500% up ~ 70%Social Digital Video Commerce NEW: Mass discounts through Video streams served bulk buying = Scaling Social up 21% Media14
    • Capturing more brand dollars A Case Study15
    • We are back: $26B in 2010 Source: IAB Internet Advertising Revenue Report, 2010 First Half and16 Second Quarter Report
    • 2011 Starts with a Bang 23% Year-Over-Year Increase $7.3B $5.9B Q1 2010 Q1 2011 Q1 Source: IAB Internet Ad Revenue Report 2010, Released June 2011.17
    • bigger than print, but… “TV Distribution” includes national & local TV station ads as well as multichannel systems18 Source: IAB Internet Ad Revenue Report 2010, Released April 2011.
    • TV Still Dominant Media Platform US Advertising Revenue by Media Revenue – 2010 (in Billions) $68.70 $26.00 TV Internet “TV Distribution” includes national & local TV station ads as well as multichannel systems19 Source: IAB Internet Ad Revenue Report 2010, Released April 2011.
    • Direct Response Dominates Interactive Ad Spend Source: IAB Internet Ad Revenue Report 2010, Released April 2011.20
    • Brand Dollars ResistDirect Response Environments Share of Internet Ad Spend of Time Spend vs. Ad Spend, by Media Type (%) Total Ad Spend (%) U.S., 2009 Leading Brand Advertisers, U.S. 2009 ($ millions) 0 10 20 30 40 Total Interne Interne Ad t t % of TV Spend Ad Total Spend Radio P&G $4,189 $100 7% Print AT&T $2,797 $148 5% Verizo $3,020 $242 8%Internet n Ford $1,517 $142 9% US media ad spending GSK $1,395 $32 2% US households time spent J&J $2,061 $59 3% Unileve $1,294 $33 3% r GE $1,575 $69 4%21 Source: Bain, Forrester, AdAge, KPCB Sears $1,700 $24 1%
    • Pent-Up Demand for Digital “as a buyer and as a representative of buyers, there is not a single client saying, „i want to spend less in digital.‟ Everyone wants to spend more.” -- Quentin George, Chief Digital22 Officer, Mediabrands
    • Direct Response metrics are not Brand metrics Which metrics are most valuable for brand-building campaigns? Percent of respondents 60% What brand marketers want #3 What brand 40 #2 marketers get 20 #1 0 Brand Likelihood to Conversion Click Message Time spent View awareness recommend rates through association Ad on page through Purchase Favorability Recall Unique impressions/ Interaction Engagement intent visitors views rate time sources: bain/iab “building brands online,” 2010, morgan23 Stanley, ComScore
    • Lack of Creative Choices AT&T banner on Hotwired, October, 199424
    • IAB Responds to the Market1. Making Measurement Make Sense2. Reinventing Digital Ad Units25
    • Making Measurement Make Sense Interactive has no currency Which metrics are most valuable for brand-building campaigns? Percent of respondents 60% What brand marketers want #3 What brand 40 #2 marketers get 20 #1 0 Brand Likelihood to Conversion Click Message Time spent View awareness recommend rates through association Ad on page through Purchase Favorability Recall Unique impressions/ Interaction Engagement intent visitors views rate time sources: bain/iab “building brands online,” 2010, morgan26 Stanley, ComScore
    • Making Measurement Make Sense Industry Takes Action27
    • Making Measurement Make Objectives & Progress Sense Cross industry taskforce to create valued brand metrics (Awareness, Purchase Intent, Likelihood to Recommend, Favorability) Establish measurement governance board Released Guiding Principles of28 Digital Measurement (June 13, 2011)
    • Making Measurement Make Sense Five Principles  shift from a “served” to a “viewable” impression standard  Introduce an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions  Implement a classification system and taxonomy for banner, rich media and streaming video ads  Define, standardize and accredit metrics for view-through reporting and cumulative social activity  Establish standards and vendor accreditation to improve the methodology for online brand29 attitudinal studies
    • Reinventing Digital Ad Units The humble beginning AT&T banner on Hotwired, October, 199430