The next
revolution
in digital
advertising
will be fueled
by ASPEC!
Theo Skye
Creator of ASPEC
Executive Creative Director...
What is
advertising?
Drawing attention to a
product or service in a
public medium in order
to promote a behavior.
How does the
advertising
business work?
BRAND
MEDIA
AGENCY
CREATIVE
AGENCY
PUBLISHERS CONSUMERS
Sometimes entirely automat...
What are the main
advertising
mediums?
• Print
• Out-of-Home
• Radio
• Television
• Digital
What is digital
advertising?
Ad delivery onto screens
via internet technologies.
• Paid Search
• Video
• Social Media
• Native
• Display
• Static Banners
• Rich Media Banners
Digital
ads have
standard
fo...
• Paid Search
• Video
• Social Media
• Native
• Display
• Static Banners
• Rich Media Banners
Digital
ads have
standard
fo...
• Paid Search
• Video
• Social Media
• Native
• Display
• Static Banners
• Rich Media Banners
Digital
ads have
standard
fo...
Digital
ads have
standard
formats.
• Paid Search
• Video
• Social Media
• Native
• Display
• Static Banners
• Rich Media B...
Digital
ads have
standard
formats.
• Paid Search
• Video
• Social Media
• Native
• Display
• Static Banners
• Rich Media B...
Digital
ads have
standard
formats.
• Paid Search
• Video
• Social Media
• Native
• Display
• Static Banners
• Rich Media B...
Digital
ads have
standard
formats.
• Paid Search
• Video
• Social Media
• Native
• Display
• Static Banners
• Rich Media B...
Rich media
ads have
standard
sizes/specs.
• 728x90
• 468x60
• 120x600
• 160x600
• 300x600
• 300x250
Digital display
advertising
began in 1994.
But in 1994
the “digital”
screen wasn’t
even digital.
Now those
screens are a
distant memory.
Today’s screens are
fundamentally different.
And as consumers,
we use many screens.
And as consumers,
we use many screens.
The multi-screen
world creates
unprecedented
opportunity
for advertisers.
The multi-screen
world creates
unprecedented
challenges
for advertisers.
So.
Many.
Screens.
And many of today’s
screens are also
orientation-aware. Portrait
Landscape
Some screens are
super high-res
Fragmentation
is very real and
very terrifying.
Site Ad Type Ad Format Device Type OS Type
Delivery
Method
If in-app,
specifics
Initial Size Expanded Size
Orientation
Awa...
How can the
digital advertising
ecosystem
navigate this
new territory?
Will technology
save us?
Probably
not today’s
technology...
The key is
accurate
communication.
Publishers use ASPEC to
accurately communicate
their placement specs.
PUBLISHERS
MEDIA
AGENCY
CREATIVE
AGENCY
Creative agencies use ASPEC to
accurately communicate where
the ads they build can be served.
CREATIVE
AGENCY
MEDIA
AGENCY...
Let’s
jump in…
ASPEC Example 1: A Simple Banner
300×250
300×250
WIDTH
ASPEC Example 1: A Simple Banner
ASPEC Example 1: A Simple Banner
300×250
HEIGHT
ASPEC Example 1: A Simple Banner
300×250
THE “×” SYMBOL SEPARATES
WIDTH AND HEIGHT PAIRS
ASPEC Example 1: A Simple Banner
300×250
WIDTH IS
ON THE
LEFT
ASPEC Example 1: A Simple Banner
300×250
HEIGHT IS
ON THE
RIGHT
ASPEC Example 1: A Simple Banner
300×250
WIDTH AND HEIGHT
PAIRS ARE A LAYOUT
ASPEC Example 1: A Simple Banner
300×250
THE “×” SYMBOL
WIDTH HEIGHT
LAYOUT
• ASPEC defines the
anatomy of how the
ad indu...
ASPEC Example 2: Expandable Ads
×
300×250 to 300×500
ASPEC Example 2: Expandable Ads
300×250 to 300×500
WIDTH HEIGHT
LAYOUT
FOR EXPANDABLE ADS ONLY: THE “to” KEYWORD
SEPARATES...
300×250 with 1920×1200
ASPEC
Example 3:
Multi-Panel Ads
ASPEC Example 3: Multi-Panel Ads
300×250 with 1920×1080
WIDTH HEIGHT
LAYOUT
FOR MULTI-PANEL ADS ONLY: THE “with” KEYWORD
S...
ASPEC Example 4: Dual-Layout* Panels
P:768x1024 & L:1024x768
*Orientation-Aware
ASPEC Example 4: Dual-Layout Panels
P:768x1024 & L:1024x768
THE “&” SYMBOL SEPARATES LAYOUTS IN MULTI-
LAYOUT PANELS AND D...
ASPEC Example 5: Size Ranges*
P:768x[900-1024] & L:1024x[644-768]
*Fluid layouts
ASPEC Example 5: Size Ranges
P:768x[900-1024] & L:1024x[644-768]
PANEL
LANDSCAPE LAYOUTPORTRAIT LAYOUT
PORTRAIT LAYOUT PRE...
ASPEC Example 6: Responsive Ads
300x50 / 300x250 / 728x90 / 300x600
THE “/” CHARACTER INDICATES A
BREAKPOINT IN RESPONSIVE...
ASPEC Example 7: Combining Concepts
Publisher Takeaways:
• Plan for cross-platform (responsive)
properties and audiences.
• Use ASPEC to assure your placement...
Media Agency Takeaways:
• Make sure publishers you buy inventory
from are using ASPEC when they describe
their placement s...
Creative Agency Takeaways:
• Plan for true cross-platform ads (mobile, tablet,
desktop and more)
• Use ASPEC to describe a...
Ad Serving & Ad Tech Takeaways:
• Plan to support multi-size (responsive)
creatives in your platforms
• Ad Serving
• Data ...
Next Steps for ASPEC:
• The IAB will release ASPEC as a Beta
version (soon).
• An IAB working group led by Theo
Skye will ...
Look out for the beta release of
ASPEC from the IAB soon!
Thank you!
Theo Skye
Creator of ASPEC
Executive Creative Directo...
Theo Skye - Medialets - WebCongress NYC 2014
Theo Skye - Medialets - WebCongress NYC 2014
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  • Drawing attention to a product or service in a public medium in order to promote a behavior.
  • Digital / Internet advertising is what we’re be focusing on right now.
  • Email
    Web
    Apps
    Text Messages
    + many others
  • Display
  • Text-based ads tied to search keywords
  • Pre-roll, Post-roll, etc.
  • Social Media ads use relationships to assist with relevant targeting.
  • Native ads function like natural content.
  • Native ads function like natural content.
  • Native ads function like natural content.
  • Standard sizes are very important for the industry.

    Interactive Advertising Bureau (IAB)
  • AT&T ran the first digital ad on HotWired.com.
    The ad did not contain a logo.
    But, for the first time in advertising, it did allow the brand to accurately measure how many people saw the ad and interacted with it.
  • Theo Skye - Medialets - WebCongress NYC 2014

    1. 1. The next revolution in digital advertising will be fueled by ASPEC! Theo Skye Creator of ASPEC Executive Creative Director & Cofounder, Medialets theo.skye@medialets.com @theoskye #aspec
    2. 2. What is advertising? Drawing attention to a product or service in a public medium in order to promote a behavior.
    3. 3. How does the advertising business work? BRAND MEDIA AGENCY CREATIVE AGENCY PUBLISHERS CONSUMERS Sometimes entirely automated!
    4. 4. What are the main advertising mediums? • Print • Out-of-Home • Radio • Television • Digital
    5. 5. What is digital advertising? Ad delivery onto screens via internet technologies.
    6. 6. • Paid Search • Video • Social Media • Native • Display • Static Banners • Rich Media Banners Digital ads have standard formats.
    7. 7. • Paid Search • Video • Social Media • Native • Display • Static Banners • Rich Media Banners Digital ads have standard formats.
    8. 8. • Paid Search • Video • Social Media • Native • Display • Static Banners • Rich Media Banners Digital ads have standard formats.
    9. 9. Digital ads have standard formats. • Paid Search • Video • Social Media • Native • Display • Static Banners • Rich Media Banners
    10. 10. Digital ads have standard formats. • Paid Search • Video • Social Media • Native • Display • Static Banners • Rich Media Banners
    11. 11. Digital ads have standard formats. • Paid Search • Video • Social Media • Native • Display • Static Banners • Rich Media Banners
    12. 12. Digital ads have standard formats. • Paid Search • Video • Social Media • Native • Display • Static Banners • Rich Media Banners
    13. 13. Rich media ads have standard sizes/specs. • 728x90 • 468x60 • 120x600 • 160x600 • 300x600 • 300x250
    14. 14. Digital display advertising began in 1994.
    15. 15. But in 1994 the “digital” screen wasn’t even digital.
    16. 16. Now those screens are a distant memory.
    17. 17. Today’s screens are fundamentally different.
    18. 18. And as consumers, we use many screens. And as consumers, we use many screens.
    19. 19. The multi-screen world creates unprecedented opportunity for advertisers.
    20. 20. The multi-screen world creates unprecedented challenges for advertisers.
    21. 21. So. Many. Screens.
    22. 22. And many of today’s screens are also orientation-aware. Portrait Landscape
    23. 23. Some screens are super high-res
    24. 24. Fragmentation is very real and very terrifying.
    25. 25. Site Ad Type Ad Format Device Type OS Type Delivery Method If in-app, specifics Initial Size Expanded Size Orientation Aware? Yelp Rich Expandable Handset iOS Mobile Web N/A 300x50 300x300 No m.AskMen.com Rich Media Expandable Handset Cannot Target by OS Mobile Web N/A 320x50 320x480 (will test 320x416) Yes ESPN Rich Expandable Handset Cannot Target by OS Mobile Web N/A 320x50 320x300 Yes AOL Rich Expandable Handset iOS/Android Mobile Web N/A 300x50 300x416 ? AOL Rich Expandable Handset IOS/Android Mobile Web N/A 320x50 320x416 ? AOL Rich Expandable Handset iOS/Android In-App ORMMA 480x75 480x320 ? AOL Rich Expandable Handset iOS/Android In-App ORMMA 320x50 320x460 ? Weather.com Rich Expandable Handset ? Mobile Web N/A 300x50 300x300 ? Weather Channel App Rich Expandable Handset iOS/Android In-App ? 320x50 320x480 ? Weather Channel Tablet App Rich Expandable Tablet iOS In-App ? 320x50 768x1024 ? Millennial Rich Expandable Handset iOS In-App Millennial SDK 320x50 320x568 with a 320x416 Safe Area Yes Millennial Rich Expandable Handset iOS Mobile Web N/A 320x50 320x568 with a 320x416 Safe Area Yes Millennial Rich Expandable Tablet iOS In-App Millennial SDK 728x90 768x1024 with a 768x928 Safe Area Yes Millennial Rich Expandable Tablet iOS Mobile Web N/A 728x90 768x1024 with a 768x928 Safe Area Yes Millennial Rich Expandable Tablet iOS In-App Millennial SDK 300x250 768x1024 with a 768x928 Safe Area Yes Millennial Rich Expandable Tablet iOS Mobile Web N/A 300x250 768x1024 with a Yes Publishers are struggling to communicate placement sizes, especially on their mobile properties.
    26. 26. How can the digital advertising ecosystem navigate this new territory?
    27. 27. Will technology save us?
    28. 28. Probably not today’s technology...
    29. 29. The key is accurate communication.
    30. 30. Publishers use ASPEC to accurately communicate their placement specs. PUBLISHERS MEDIA AGENCY CREATIVE AGENCY
    31. 31. Creative agencies use ASPEC to accurately communicate where the ads they build can be served. CREATIVE AGENCY MEDIA AGENCY PUBLISHERS
    32. 32. Let’s jump in…
    33. 33. ASPEC Example 1: A Simple Banner 300×250
    34. 34. 300×250 WIDTH ASPEC Example 1: A Simple Banner
    35. 35. ASPEC Example 1: A Simple Banner 300×250 HEIGHT
    36. 36. ASPEC Example 1: A Simple Banner 300×250 THE “×” SYMBOL SEPARATES WIDTH AND HEIGHT PAIRS
    37. 37. ASPEC Example 1: A Simple Banner 300×250 WIDTH IS ON THE LEFT
    38. 38. ASPEC Example 1: A Simple Banner 300×250 HEIGHT IS ON THE RIGHT
    39. 39. ASPEC Example 1: A Simple Banner 300×250 WIDTH AND HEIGHT PAIRS ARE A LAYOUT
    40. 40. ASPEC Example 1: A Simple Banner 300×250 THE “×” SYMBOL WIDTH HEIGHT LAYOUT • ASPEC defines the anatomy of how the ad industry already communicates sizes.
    41. 41. ASPEC Example 2: Expandable Ads × 300×250 to 300×500
    42. 42. ASPEC Example 2: Expandable Ads 300×250 to 300×500 WIDTH HEIGHT LAYOUT FOR EXPANDABLE ADS ONLY: THE “to” KEYWORD SEPARATES THE COLLAPSED PANEL FROM EXPANDED PANEL COLLAPSED PANEL EXPANDED PANEL LAYOUT WIDTH HEIGHT
    43. 43. 300×250 with 1920×1200 ASPEC Example 3: Multi-Panel Ads
    44. 44. ASPEC Example 3: Multi-Panel Ads 300×250 with 1920×1080 WIDTH HEIGHT LAYOUT FOR MULTI-PANEL ADS ONLY: THE “with” KEYWORD SEPARATES THE PRIMARY PANEL FROM SECONDARY PANEL PRIMARY PANEL SECONDARY PANEL LAYOUT WIDTH HEIGHT
    45. 45. ASPEC Example 4: Dual-Layout* Panels P:768x1024 & L:1024x768 *Orientation-Aware
    46. 46. ASPEC Example 4: Dual-Layout Panels P:768x1024 & L:1024x768 THE “&” SYMBOL SEPARATES LAYOUTS IN MULTI- LAYOUT PANELS AND DENOTES THAT LAYOUTS FOR BOTH ORIENTATIONS ARE REQUIRED PANEL LANDSCAPE LAYOUTPORTRAIT LAYOUT LANDSCAPE LAYOUT PREFIX PORTRAIT LAYOUT PREFIX
    47. 47. ASPEC Example 5: Size Ranges* P:768x[900-1024] & L:1024x[644-768] *Fluid layouts
    48. 48. ASPEC Example 5: Size Ranges P:768x[900-1024] & L:1024x[644-768] PANEL LANDSCAPE LAYOUTPORTRAIT LAYOUT PORTRAIT LAYOUT PREFIX WIDTH HEIGHT RANGE LANDSCAPE LAYOUT PREFIX WIDTH HEIGHT RANGE
    49. 49. ASPEC Example 6: Responsive Ads 300x50 / 300x250 / 728x90 / 300x600 THE “/” CHARACTER INDICATES A BREAKPOINT IN RESPONSIVELY DESIGNED ADS
    50. 50. ASPEC Example 7: Combining Concepts
    51. 51. Publisher Takeaways: • Plan for cross-platform (responsive) properties and audiences. • Use ASPEC to assure your placement size specs are accurate and complete. • Start planning and selling placements based on multi-sized and responsive ads.
    52. 52. Media Agency Takeaways: • Make sure publishers you buy inventory from are using ASPEC when they describe their placement sizes. • Ask for ASPEC by name.
    53. 53. Creative Agency Takeaways: • Plan for true cross-platform ads (mobile, tablet, desktop and more) • Use ASPEC to describe ads with fluid and or responsive layouts • Use ASPEC to design fewer overall creatives
    54. 54. Ad Serving & Ad Tech Takeaways: • Plan to support multi-size (responsive) creatives in your platforms • Ad Serving • Data & Reporting • Plan for native ASPEC encoding and decoding support in your platforms for automated trafficking modern ad units.
    55. 55. Next Steps for ASPEC: • The IAB will release ASPEC as a Beta version (soon). • An IAB working group led by Theo Skye will gather industry input for the release of ASPEC version 1.0.
    56. 56. Look out for the beta release of ASPEC from the IAB soon! Thank you! Theo Skye Creator of ASPEC Executive Creative Director & Cofounder, Medialets theo.skye@medialets.com @theoskye #aspec
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