IAB MRAID Webinar Deck

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Joe Laszlo, Senior Director of IAB’s Mobile Marketing Center of Excellence, and a panel of IAB members who worked on MRAID shared their experiences drafting these specs and answered member questions …

Joe Laszlo, Senior Director of IAB’s Mobile Marketing Center of Excellence, and a panel of IAB members who worked on MRAID shared their experiences drafting these specs and answered member questions about implementation, how this will impact the mobile advertising landscape, and discussed next steps for 2012.

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  • 1. IAB Mobile Center Webinar MRAID: Bringing Scale toMobile Rich Media Advertising Joe Laszlo Senior Director, IAB Mobile Marketing Center of Excellence
  • 2. Agenda• Quick Word About IAB Mobile Center• What is MRAID?• MRAID 1.0 Overview• MRAID-Continuing Work• Conversation: MRAID from the POV of companies actually using it• Q&A1
  • 3. The IAB Mobile Marketing Center of Excellence2
  • 4. IAB’s Mobile Marketing Center of Excellence• Think of the Mobile Center as a “committee on steroids” or a “trade association within the trade association”• Goal: drive growth of the mobile advertising marketplace and of our members’ share of mobile marketing spend• Launched in December 2010• Separate Mobile Center Board of Directors, which reports to overall IAB Board• Mobile provides a chance to do interactive media RIGHT, with perfect hindsight from Webs 1.0 and3 2.0
  • 5. Mobile Center Draws on Core IAB Strengths While Growing Mobile Resources Mobile Marketing Center Board of Directors Technology Advisory Board Mobile Leadership Council Public Policy Ad Ops Research Mobile Tablet Working Working Working Committee Committee Group Group Group Existing IAB Committees Tied to Existing IAB Councils 4
  • 6. Current Mobile Center MembersBOARD-LEVEL MEMBERS • AdFonic • Time, Inc. • AT&T AdWorks • Tribune Co. • Google • Univision • Microsoft Advertising • The Weather Channel • Millennial Media • Yahoo! • Mojiva • Zillow • The New York TimesSUPPORTING MEMBERS • 24/7 Real Media • Jumptap • AOL • Mocean Mobile • BabyCenter • NBC Universal • Cars.com • OWN: Oprah Winfrey Network • CNN • Pandora • Function(x) • Pontiflex • IDG • Tremor Video Note: Current as of 18 Jan 2011 5
  • 7. IAB MRAID Webinar MRAID 1.0 Overview6
  • 8. What is MRAID?• Mobile Rich-media Ad Interface Definitions• A common API for mobile rich media advertising• Enables rich media ads in mobile apps to communicate with the “container” in which they are running• Pre-MRAID, a single ad needed multiple revisions to run across multiple apps/rich media vendors• With MRAID, a rich media ad should behave well as long as its running in an MRAID-compliant app/SDK• Speeds creative development, reduces cost and complexity, encourages more rich media advertising7
  • 9. What is MRAID not?• NOT a Software Development Kit (SDK)• NOT a standard ad unit (or set of ad units)• NOT exhaustive• NOT meant to stifle innovation or competition in the mobile marketplace8
  • 10. Why did the IAB Launch MRAID?• Idea first raised at an IAB Mobile Committee meeting in late 2010• Other efforts underway to harmonize/standardize rich media ads• IAB looked on as a fair mediator• Relevant experience from online video (VAST and VPAID)• A significant share of the rich media industry agreed to participate in the IAB process to create MRAID 1.0.9
  • 11. MRAID 1.0 Scope and Content• MRAID 1.0 supports basic expandable and interstitial ads• Simple but very important capabilities• Ad designer writes the ad using MRAID• Enables the ad to request information from the SDK, and to tell the SDK what it needs to do• A balance between consistency and flexibility10
  • 12. MRAID 1.0 Flexibility v. Consistency• Supports both 1-part and 2-part expandables• Provides general guidance for how the SDK should position ads onscreen• Requires a consistent location for a close control• Requires the SDK (app) supply the close indicator by default11
  • 13. MRAID Current Status: Ongoing Efforts and Next Steps• MRAID 2.0 Extends and expands upon MRAID v1.0• Testing and Validation Tools • Test ads to verify SDKs correctly support MRAID • IAB MRAID compliance seal program • Simple web-based tester to verify creative is using MRAID correctly• Education and Outreach • Non-technical best practices guide • Targeted efforts to reach the marketer/agency communities12 • Technical discussions/webinars: implementing
  • 14. MRAID 2.0: Capabilities Under Discussion• More subtle expandable/resizable ads• Standardized access to device functionalities • Shake and Tilt • Compass and Location• Standardized video/audio playing, messaging, other native apps• Controls for offline measurement13
  • 15. IAB MRAID Webinar MRAID Conversation• Joe Laszlo, IAB (Moderator)• Andy Breen, VP Product and Strategic Alliances, Medialets• Gefen Lamdan, VP, Product, Celtra• Andrew Steinhouse, Senior Manager, Solutions, Jumptap14
  • 16. Medialets & MRAID Medialets is the most widely deployed mobile ad platform enabling high-impact campaigns for leading brands and 200+ premium publishers. We work closely with IAB in defining and supporting MRAID, the common API for mobile rich media advertisement creative.
  • 17. Celtra & MRAID Celtra’s scalable, MRAID-based rich media ads empower publishers to monetize and buyers to run ads anywhere across their media buying list of companies From the start, Celtra integrated with all major open SDKs to reduce the costs and complexity of delivering rich media ads. Celtra’s MRAID implementation allows advertisers to build one ad unit with trafficking tags that reliably and easily interact directly with all applications.
  • 18. Supports MRAID Jumptap is the leader in targeted mobile advertising. Reaching 95 million mobile users in the U.S. and 142 million mobile users worldwide. Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Jumptap supports MRAID and its ability to provide frictionless rich media implementation to advertisers and publishers.
  • 19. IAB MRAID Webinar MRAID Conversation• Joe Laszlo, IAB (Moderator)• Andy Breen, VP Product and Strategic Alliances, Medialets• Gefen Lamdan, VP, Product, Celtra• Andrew Steinhouse, Senior Manager, Solutions, Jumptap18
  • 20. Questions? Please type questions into the question and/or chat feature19
  • 21. Upcoming IAB Events & Training• Annual Leadership Meeting • February 26-28th • Fountainebleau, Miami Beach• IAB Case Study Road Show, March 2012 • March 20 in San Francisco • March 22 in Los Angeles • March 27 in Detroit• Digital Video: IAB Marketplace • April 10 • New York City• Professional Development (Laredo Group Seminars) • January 26 -- Mastering Measurement: How to Speak with Your Clients About Campaign Performance • March 9 – two Seminars: Social Media for Media Sellers Workshop and Mobile (Smartphone) Advertising for Media Sellers Workshop20
  • 22. IAB MRAID Webinar Thanks! joe@iab.net www.iab.net/mraid21