Creative-friendly Ad Formats“Rising Stars” Update<br />0<br />Peter@iab.net<br />September 2011<br />
The Humble Beginning<br />AT&T banner on Hotwired, October, 1994<br />1<br />
The Humble Ending?<br />IAB Standard Ad Formats, 16 years later<br />2<br />
The Humble Ending?<br />3<br />A Direct Marketer’s Dream<br />A Brand Marketer’s Nightmare<br />
Interactive Advertising Needed a Creative Revolution<br /><ul><li>“Creative quality is driving 70% of the business impact ...
Creative agencies and publishers must collaborate to create outstanding marketing and communications products
Creative teams now must include technologists along with writers and designers, to engage the intellect and emotions of au...
“Causing the heart to beat quick is at least as important as making the mouse click.” (IAB)</li></ul>4<br />
First Step: De-clutter<br />IAB Standard Ad Formats, 16 years later<br />5<br />
Seven Standard Ad Units <br />6<br />
Wisdom of the Crowd<br />7<br />
Involve the Buy-side<br />8<br />
Evaluation Criteria<br />Branding - How well does the ad format provide a canvas for brand creativity?<br />User Experienc...
The IAB Rising Stars<br /><ul><li>IAB Billboard, IAB Filmstrip, IAB Portrait, IAB Pushdown, IAB Sidekick, and IAB Slider <...
Marketer Early Adopters<br />11<br />
IAB Billboard<br />12<br />
IAB Filmstrip<br />13<br />
IAB Portrait<br />14<br />
IAB Pushdown<br />15<br />
IAB Sidekick<br />16<br />
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Rising Stars

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  • We are all familiar with the humble beginnings of online advertising, starting with this famous AT&amp;T banner from Hotwired in October of 1994
  • By the banner’s sweet 16 th birthday last fall, we had managed to fill the page, but we hadn’t jumped off of it.These standard units that represent well over 80% of the display volume were still all 2Dimenstional.Is this the logical end?Any units with truly 3-Dimensional characteristics—with the third dimension being true viewer interactivity—are custom formats that capture perhaps a 10% share by volume. The ability of these rich media formats to grow share has been severely hampered by the complexity of executing these often hand-crafted campaigns.
  • We are all familiar with the humble beginnings of online advertising, starting with this famous AT&amp;T banner from Hotwired in October of 1994
  • In fairness, these issues became acute only in the past several years as bandwidth and consumer technology advanced markedly and our industry exploded with innovations to take advantage of the new potential.The IAB called for a creative revolution at the time to match this accelerating technology evolution.To enable this revolution, the IAB set out to solve the creative canvas problem for brand marketers.The Rising Stars program, begun over a year ago is now bearing fruit.
  • Step one: creatie white space by delisting units with little appeal
  • Step one
  • Rising Stars

    1. 1. Creative-friendly Ad Formats“Rising Stars” Update<br />0<br />Peter@iab.net<br />September 2011<br />
    2. 2. The Humble Beginning<br />AT&T banner on Hotwired, October, 1994<br />1<br />
    3. 3. The Humble Ending?<br />IAB Standard Ad Formats, 16 years later<br />2<br />
    4. 4. The Humble Ending?<br />3<br />A Direct Marketer’s Dream<br />A Brand Marketer’s Nightmare<br />
    5. 5. Interactive Advertising Needed a Creative Revolution<br /><ul><li>“Creative quality is driving 70% of the business impact we’re seeing in our return on advertising.” (P&G)
    6. 6. Creative agencies and publishers must collaborate to create outstanding marketing and communications products
    7. 7. Creative teams now must include technologists along with writers and designers, to engage the intellect and emotions of audiences and individuals across all channels, toward the goal of creating enduring brands
    8. 8. “Causing the heart to beat quick is at least as important as making the mouse click.” (IAB)</li></ul>4<br />
    9. 9. First Step: De-clutter<br />IAB Standard Ad Formats, 16 years later<br />5<br />
    10. 10. Seven Standard Ad Units <br />6<br />
    11. 11. Wisdom of the Crowd<br />7<br />
    12. 12. Involve the Buy-side<br />8<br />
    13. 13. Evaluation Criteria<br />Branding - How well does the ad format provide a canvas for brand creativity?<br />User Experience - How well does the ad format positively impact user experience?<br />Functionality – How does the ad format take advantage of online user behaviors and technologies?<br />Page Integration – How does the ad format enhance the relationship between the ad and publisher page layout?<br />Adoption - How easily could the ad format be widely adopted by publishers?<br />9<br />
    14. 14. The IAB Rising Stars<br /><ul><li>IAB Billboard, IAB Filmstrip, IAB Portrait, IAB Pushdown, IAB Sidekick, and IAB Slider </li></ul>10<br />
    15. 15. Marketer Early Adopters<br />11<br />
    16. 16. IAB Billboard<br />12<br />
    17. 17. IAB Filmstrip<br />13<br />
    18. 18. IAB Portrait<br />14<br />
    19. 19. IAB Pushdown<br />15<br />
    20. 20. IAB Sidekick<br />16<br />
    21. 21. IAB Slider<br />17<br />
    22. 22. Early Metrics<br />18<br />
    23. 23. Question?Peter@iab.net<br />19<br />
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