Business10
5
7
To help ignite the long-promised,
but rarely delivered,
creative revolution
in digital advertising
Agenda
1. IAB Rising Stars
2. Making Measurement
Make Sense
1. IAB Rising Stars Update
Standard Ad Units (c. 2011)
12
13
IAB Rising Stars
Display
Mobile
Digital Video
Designed to discover and standardize industry’s best and most
scalable ad...
IAB Ad Unit Portfolio
14
New Standard
Display Mobile
>70% new! Rich Media Standard! Cross Screen!
Digital Video
Display Rising Stars
16
Creative Canvasses for Every Goal
17
BETTER
GOOD
BEST
Micro Bar
(88x31)
Button 2
(120x60)
Rectangle
(180x150)
Wide
Sky-scr...
Beyond the Click: Key Metrics
18
The percent of users who purposely enter the frame of an ad
continuously for at least 0.5...
Publishers Advertisers7
5
4
5
4
4
Ad Units
Publishers
Advertisers
Agencies
Tech Partners
MM Impressions
AnalyticsAgencies
...
20
+49%!
Display Rising Stars
Outperform in Universal Interaction Time
21
Outperform in Universal Interaction Rate
Display Rising Stars
+246%!
Mobile Rising Stars
Invite & Engage Cross-Screen
23
Mobile Rising Stars
Pull	
  
Digital Video Rising Stars
What will replace the “:30
TVC?”
Winning Concepts
26
Digital Video Rising Stars
Ad Control Bar
CTA to interactVideo ad plays Multiple interactive panels
Fu...
27
IAB Ad Unit Portfolio
28
New Standard
Display Mobile
>70% new! Rich Media Standard! Cross Screen!
Digital Video
29
Look What’s Possible…
Display Rising Stars
2. Making Measurement
Make Sense (3MS) Update
3MS: What is it?
31
l A cross-ecosystem collaboration that
will improve planning, buying and
measurement of digital media...
3MS: Five-pillars for digital metrics
32
Define
Impression
Establish
Audience
Currency
Standard
Classification
of Ad Units
B...
Viewable Impression and Online GRP
expected to be common currency in 1st
Quarter of 2014.
-Working Definition: “at least 50...
Shift Discussion from Counting to Value
Viewable Impression & Online GRP make
online and offline comparisons possible.
Now ...
35
2014 Standard Metrics(?)
Clicks
In-view Percentage
In-view Time
Universal Interaction Rate
Universal Interaction Time
I...
36
Making and Measuring
Ads that Matter
(To Brand Marketers)
July 2013
@peterminnium
Thank you
Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013
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Presentación de Peter Minnium en IAB Conecta 2013

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Presentación de Peter Minnium, Head of Brand Innitiaves IAB

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Presentación de Peter Minnium en IAB Conecta 2013

  1. 1. Business10
  2. 2. 5
  3. 3. 7
  4. 4. To help ignite the long-promised, but rarely delivered, creative revolution in digital advertising
  5. 5. Agenda 1. IAB Rising Stars 2. Making Measurement Make Sense
  6. 6. 1. IAB Rising Stars Update
  7. 7. Standard Ad Units (c. 2011) 12
  8. 8. 13 IAB Rising Stars Display Mobile Digital Video Designed to discover and standardize industry’s best and most scalable ad canvasses -- for good of entire ecosystem l  Open call for entries l  Agency-selected winners l  In-market evaluation of impact l  IAB Standard Ad Unit Portfolio
  9. 9. IAB Ad Unit Portfolio 14 New Standard Display Mobile >70% new! Rich Media Standard! Cross Screen! Digital Video
  10. 10. Display Rising Stars
  11. 11. 16
  12. 12. Creative Canvasses for Every Goal 17 BETTER GOOD BEST Micro Bar (88x31) Button 2 (120x60) Rectangle (180x150) Wide Sky-scraper (160x 600) Medium Rectangle (300x250) Leaderboard (728x90) Display Rising Stars
  13. 13. Beyond the Click: Key Metrics 18 The percent of users who purposely enter the frame of an ad continuously for at least 0.5 seconds or more The average amount of time users spent on the ad Universal Interaction Rate Universal Interaction Time
  14. 14. Publishers Advertisers7 5 4 5 4 4 Ad Units Publishers Advertisers Agencies Tech Partners MM Impressions AnalyticsAgencies Ad Partners Rising Stars Research 19
  15. 15. 20 +49%! Display Rising Stars Outperform in Universal Interaction Time
  16. 16. 21 Outperform in Universal Interaction Rate Display Rising Stars +246%!
  17. 17. Mobile Rising Stars
  18. 18. Invite & Engage Cross-Screen 23 Mobile Rising Stars Pull  
  19. 19. Digital Video Rising Stars What will replace the “:30 TVC?”
  20. 20. Winning Concepts 26 Digital Video Rising Stars Ad Control Bar CTA to interactVideo ad plays Multiple interactive panels Full Player MORE CTA to interactVideo ad plays Multiple interactive panels Extender WATCH MORE Video ad continuesCTA to extend videoVideo ad plays LEARN MORE CTA to interactVideo ad plays Scrollable interactive panels Film Strip TimeSync Synced CTA panel, e.g. :10 Synced CTA panel, e.g. :05Video ad plays Expanded interactive panel
  21. 21. 27
  22. 22. IAB Ad Unit Portfolio 28 New Standard Display Mobile >70% new! Rich Media Standard! Cross Screen! Digital Video
  23. 23. 29 Look What’s Possible… Display Rising Stars
  24. 24. 2. Making Measurement Make Sense (3MS) Update
  25. 25. 3MS: What is it? 31 l A cross-ecosystem collaboration that will improve planning, buying and measurement of digital media and facilitate cross-platform comparison across all media...digital and legacy.
  26. 26. 3MS: Five-pillars for digital metrics 32 Define Impression Establish Audience Currency Standard Classification of Ad Units Brand Ad Performance Metrics Brand Attitudinal Measures Shift from served to Viewable Impression Standard Establish Online Gross Rating Point (GRP) metric—providing reach and frequency reporting of viewable impressions Implement classification system and Online Ad Taxonomy for banner, rich media, and streaming video ads Define standard and transparent metrics for view-through reporting and cumulative social activity Establish standards and vendor validation to improve methodology for online brand attitudinal studies
  27. 27. Viewable Impression and Online GRP expected to be common currency in 1st Quarter of 2014. -Working Definition: “at least 50% of pixels for one second”; 30% for Rising Stars -Key issue: Nested i-frames 3MS: Current Status 33 Define Impression Establish Audience Currency Standard Classification of Ad Units Brand Ad Performance Metrics Brand Attitudinal Measures Shift from served to Viewable Impression Standard Establish Online Gross Rating Point (GRP) metric—providing reach and frequency reporting of viewable impressions Implement classification system and Online Ad Taxonomy for banner, rich media, and streaming video ads Define standard and transparent metrics for view-through reporting and cumulative social activity Establish standards and vendor validation to improve methodology for online brand attitudinal studies
  28. 28. Shift Discussion from Counting to Value Viewable Impression & Online GRP make online and offline comparisons possible. Now we can shift the argument from “counting” to focus on value: -Interactivity matters -Consumer experiences with ads matter -Evaluative metrics that are transparent and consistent matter 3MS: What’s Next 34 Define Impression Establish Audience Currency Standard Classification of Ad Units Brand Ad Performance Metrics Brand Attitudinal Measures Shift from served to Viewable Impression Standard Establish Online Gross Rating Point (GRP) metric—providing reach and frequency reporting of viewable impressions Implement classification system and Online Ad Taxonomy for banner, rich media, and streaming video ads Define standard and transparent metrics for view-through reporting and cumulative social activity Establish standards and vendor validation to improve methodology for online brand attitudinal studies
  29. 29. 35 2014 Standard Metrics(?) Clicks In-view Percentage In-view Time Universal Interaction Rate Universal Interaction Time Impressions
  30. 30. 36 Making and Measuring Ads that Matter (To Brand Marketers) July 2013 @peterminnium Thank you
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