2011 Interactive Ad IQ SurveyIAB Annual Leadership MeetingTuesday, March 1, 2011
Purpose of the Interactive Ad IQ Survey                                          Are we demonstrating and                 ...
Focus on articulating value of advertising platforms                                                            75%       ...
Focus on articulating value of advertising platformsHow comfortable are youarticulating the value of …          Search    ...
Key gaps in industry knowledge and skills                  35%           able                                             ...
Using performance dataUsing performance data63% said this is important.                      40%                      35% ...
Managing yield and optimizing inventory   Managing inventory yield                                                        ...
Complying with standards   Voluntary IAB ad standards and guidelines                                             Privacy p...
Managing constraints and clearing discrepancies                  35%                  30%                  25%            ...
There were 642 respondentsResearch,  other                                                                                ...
Respondents want training                   Approx.                                    Staff/Mgr. More than               ...
IAB’s commitment                  Develop training                        p        g                                  Impr...
How did your company stack up? For details …                                                 Learn more about the survey a...
Ernst & YoungAssurance | Tax | Transactions | AdvisoryAbout Ernst & YoungErnst & Young is a global leader in assurance, ta...
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I2011 Interactive Ad IQ Survey

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The IAB is committed to identifying and reducing gaps in industry knowledge and skills that limit our common success. To that end, we undertook the IAB Interactive Ad IQ Industry Survey—a new, annual study of the interactive advertising industry that will provide key benchmark data by assessing digital marketing skills among media companies, brand marketers, advertising agencies and other key players.

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I2011 Interactive Ad IQ Survey

  1. 1. 2011 Interactive Ad IQ SurveyIAB Annual Leadership MeetingTuesday, March 1, 2011
  2. 2. Purpose of the Interactive Ad IQ Survey Are we demonstrating and g Interactive articulating the value of new advertising ad platforms so that buyers platforms and l tf d feel comfortable buying? technologies have advanced faster Do we have an effective than our method for identifying knowledge qualified talent and and skills. maintaining important interactive advertising skills?1 IAB 2011 Interactive Ad IQ Survey Results !@#
  3. 3. Focus on articulating value of advertising platforms 75% of respondents said that buying and selling withinHow comfortable are you social media and mobile platforms is important important.articulating th value of … ti l ti the l f 1/4 of these respondents were not comfortable articulating the value.2 IAB 2011 Interactive Ad IQ Survey Results !@#
  4. 4. Focus on articulating value of advertising platformsHow comfortable are youarticulating the value of … Search Exchanges/DSPs g Online Video 34% 34% 19% of publishers of marketers and of all respondents expressed discomfort. agencies expressed expressed discomfort. discomfort. 50% 85% important important3 IAB 2011 Interactive Ad IQ Survey Results !@#
  5. 5. Key gaps in industry knowledge and skills 35% able Privacy Yield standardsNot comforta 30% management Performance metrics Discrepancy p y management Inventory optimization Voluntary standards t d d 25% … 0% 0% … 50% 60% 70% Important 4 IAB 2011 Interactive Ad IQ Survey Results !@#
  6. 6. Using performance dataUsing performance data63% said this is important. 40% 35% 30% fortable 25% 20% Not comf 15% 10% 5% 0% Offline data suppliers Client sales data Ad effectiveness Server-side Syndicated audience studies web analytics measurement5 IAB 2011 Interactive Ad IQ Survey Results !@#
  7. 7. Managing yield and optimizing inventory Managing inventory yield Optimizing inventory 56% said this is important. 64% said this is important. 40% 28% 35% 27%Not comfortable Not comfortable 30% 26% 25% 25% 20% 24% 15% 23% 10% 5% 22% 0% 21% Using yield Operationalizing Optimizing Optimizing Using website management tools yield management content price analytics practices6 IAB 2011 Interactive Ad IQ Survey Results !@#
  8. 8. Complying with standards Voluntary IAB ad standards and guidelines Privacy principles 61% said these are important. 64% said these are important. 50% 40% 45% 23% 35% role in 40% compliance 30%Not comfortable Not comfortable 35% 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% 0% 0% VPAID VAST Network and CLEAR ad notice Self–regulatory (video player (video ad exchange QA principles for ad interface survey guidelines online behavioral definitions) template) advertising7 IAB 2011 Interactive Ad IQ Survey Results !@#
  9. 9. Managing constraints and clearing discrepancies 35% 30% 25% bleNot comfortab 20% Sell-side 15% Buy-side 10% 5% 0% Managing Comparing Resolving constraints census to samples discrepancies8 IAB 2011 Interactive Ad IQ Survey Results !@#
  10. 10. There were 642 respondentsResearch, other Less than 13% C-level 1 year 14% executive (CXO) 1–3 1 3 11% years Manager More than 15% or staff 10 years 28% Vice Marketers, 32% president agencies Publishers 3–5 24% 27% 60% years 5–10 22% Director years 31% 33% Entities E titi Title Titl or R l Role Experience E i 31% 19% 50–250 employees 1,001–9,999 employees 13% 19% 17% 1 49 1–49 employees 251 1,000 251–1,000 employees 10,000 10,000+ employees9 IAB 2011 Interactive Ad IQ Survey Results !@#
  11. 11. Respondents want training Approx. Staff/Mgr. More than 65% Director VP 60% say there are not CXO enough training options. 40% 50% 60% 70% want more training Only l Staff/Mgr. for 55% Director themselves VP or their have enough time CXO for training. colleagues. 45% 50% 55% 60% 65%10 IAB 2011 Interactive Ad IQ Survey Results !@#
  12. 12. IAB’s commitment Develop training p g Improve industry skills: Better articulate the value: ► Performance metrics Priority 1 ► Social media ► Mobile ► Inventory optimization ► Yield management ► Video ► Voluntary ad standards ► Search (sell-side) ► Privacy standards ► Exchanges/DSPs (buy-side) ► Discrepancy resolution Establish industry knowledge certifications ► Determine how certifications can help hiring managers p g g Priority 2 identify and qualify candidates for certain roles ► Design certification offerings to accompany key training programs11 IAB 2011 Interactive Ad IQ Survey Results !@#
  13. 13. How did your company stack up? For details … Learn more about the survey at: iab.net/AdIQ Get in touch with Michael Theodore michael@iab.net for more information. • To get a customized briefing • To learn how to get your people trained • To have more of your team test their skills with the Interactive AdIQ SurveyScan the code with a mobile device.Don’t have a scanner? Go to get.neoreader.com to download a free scanner.12 IAB 2011 Interactive Ad IQ Survey Results !@#
  14. 14. Ernst & YoungAssurance | Tax | Transactions | AdvisoryAbout Ernst & YoungErnst & Young is a global leader in assurance, tax,transaction and advisory services. Worldwide, our141,000 people are united by our shared values and anunwavering commitment to quality. We make a differenceby helping our people, our clients and our widercommunities achieve their potential.Ernst & Young refers to the global organizationof member firms of Ernst & Young Global Limited,each of which is a separate legal entity.Ernst & Young Global Limited, a UK companylimited by guarantee, does not provide servicesto clients clients.For more information about our organization,please visit www.ey.com.© 2011 Ernst & Young LLPAll Rights Reserved.EYG no. EA00471103-12347491103 1234749 LAThis publication contains information in summary formand is therefore intended for general guidance only. It isnot intended to be a substitute for detailed research orthe exercise of professional judgment. Neither EYGMLimited nor any other member of the global Ernst & Youngorganization can accept any responsibility for lossoccasioned to any person acting or refraining from actionas a result of any material in this publication. On anyspecific matter, reference should be made to theappropriate advisor.
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