La Próxima
Revolución
Digital
Randall Rothenberg
President & CEO, IAB
!
IAB Colombia
Annual Congress
Bogota, Colombia
Apri...




About the IAB
2
‹Nº›
Commerce
Social
Video
Search
Display
Data
MobileAudio
IAB: Digital Advertising’s Largest 

& Most Active Trade Body
The Industry’s Biggest Tent
4
600+ leading media companies responsible 

for selling 86% of US online advertising.
Global + Local:

43 National IABs
5
Europe Europe
Regional
Africa Asia
Pacific
South
America
North
America
• IAB Austria
•...
‹Nº›
Our Mission is Growth
Removing FrictionPromoting Digital Making It Safe
IAB Invented the Modern 

Digital Ad Industry
7
IAB UK launched
first international
IAB
First XMOS
Study
IAB Universal Ad
...
‹Nº›
Digital’s Thought Leadership Center
Members Are Leaders
IAB Committees and Councils are comprised of some of the brightest minds in
their space, and help driv...




The Digital Moment
10
Colombia: Enormous Digital
Growth Potential
11
Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Co...
Colombia: A Growing Mobile
Powerhouse
12
• Fourth largest mobile market in
LatAm: 24mm unique subs
• Will move into “fast ...
Digital Is Now the U.S.’s
Second Largest Ad Medium
13
Broadcast Television *
Internet
Cable Television **
Magazines ***
Ne...
‹Nº›
MMA & IAB Overview
Digital Advertising: Growing 13x
Faster Than U.S. Economy
14
CAGR*:
19.7%
2003 2004 2005 2006 2007...
‹Nº›
MMA & IAB Overview
Internet Ad Growth Outpaced All
Media Over Past 8 Years
15
$0
$12,500
$25,000
$37,500
$50,000
2005...
16
Mobile: + 111%
-40%
0%
40%
80%
120%
$ - 0
$ 4,500
$ 9,000
$ 13,500
$ 18,000
Search Lead Generation Mobile Ad Banners / ...
IAB 2014




Industry Challenges
17
IAB 201418
Fraudulent Traffic Has Reached Crisis
Proportions
• At least 22% of digital display advertising traffic worldwi...
IAB 2014
Consistent methodology across media
Real-time measures for optimization
Ability to understand competitive landsca...
IAB 2014
0%
18%
35%
53%
70%
2005 2006 2007 2008 2009 2010 2011 2012 1H 2013
13%
5% 4% 4% 4% 5% 4% 2% 2%
41%
47%
51%
57% 59...
IAB 201421
Digital Still Not Considered a
Brand-Building Medium
etail
vices
com
Auto
ucts
avel
oods
care
edia
ment
4%
5%
6...
IAB 201422
Mobile Monetization Is a Disaster




Finding Solutions
23
IAB 2014
Core Commitment #1
24
Building a
Trustworthy
Digital Advertising
Supply Chain
IAB 2014
A War on Fraud & Piracy
25
Protecting Privacy Through
Self-Regulation
26
Digital Advertising Alliance
IAB in Washington
• Advertising self-regulation...
IAB 2014
Core Commitment #2
27
Making
Measurement
Make
Sense
Viewability: The New Currency
for Online Advertising
28
Buyers and Sellers establishing new currency for digital media
bas...
IAB 2014
Core Commitment #3
29
Publisher
Transformation
Rationalizing Programmatic
Buying…
30
!
!
● Confusion over
terminology
● Limited transparency
● Lots of middle men
● Selle...
…Through Education &
Standards
31
IAB
Market Education
and Clarity
IAB
Solving
Operational
Issues
• Establish market clari...
IAB Digital Media Sales
Certification
32
A client wants to serve different creative to consumers based on their
exposure t...
33
Digital Content NewFronts
IAB 2014
Core Commitment #4
34
Building Brands
Digitally
Cross
Screen
Rich
Media
New Standard Ad Unit
Portfolio
Display Mobile
70+%
New
Digital Video
35
Source: IAB Rising Stars Research with IPG MediaLab, Feb. 2012
Rising	
  Stars	
  vs	
  Standard	
  IAB	
  Units	
  
Unive...
37
IAB 2014
Core Commitment #5
38
Moving Mobile
Mainstream
Mobile Marketing Center of
Excellence
39
Creative:
Mobile Rising Stars: Driving Adoption Mobile Ad Creators’ Guide Tablet Ad Sizes
Promote Multi-Screen Advertising...
IAB International Membership
Program
• Participate in our 20 Committees and Councils!
!
• Help establish critical technica...
42
1. Adopt the IAB Viewability Standard
Five First Steps for You
2. Adopt IAB Rising Stars ad formats
3. Protect consumer...
Gracias!
Randall@iab.net
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La Próxima Revolución Digital por Randall Rothenberg, Presidente & CEO, IAB

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Randall Rothenberg, actualmente, CEO y Presidente de IAB (Interactive Advertising Bureau), a nivel global, organización comprometida con el desarrollo de la industria del Mercadeo y la Publicidad Digital, con presencia en más de 23 países alrededor del mundo habla sobre el estado de la publicidad digital en Colombia.

En 2007, fue Director Senior de Capital Intelectual de Booz Allen Hamilton, en la cual supervisó las Áreas de Desarrollo de Negocios, Gestión de Conocimientos y Actividades de Liderazgo del Pensamiento. Antes de ingresar a Booz Allen, donde superviso el desarrollo de negocios, gestión del conocimiento y pensó en actividades de liderazgo. Así mismo trabajó en el diario The New York Times, como editor de tecnología y editor de política de la revista dominical, escribió una columna diaria sobre publicidad, y fue reportero de medios y marketing.

Es autor de la obra Where the Suckers Moon: An Advertising Story, una crónica acerca del nacimiento, evolución y muerte de una campaña publicitaria. Obtuvo un título en estudios clásicos de la Universidad de Princeton y en la actualidad reside en la ciudad de Nueva York.

Rothenberg trabajó seis años en el The New York Times, donde fue editor de economía y política. Durante 10 años, fue columnista de marketing y medios para Advertising Age y continuo con esta labor en su blog www.randallrothenberg.com.

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La Próxima Revolución Digital por Randall Rothenberg, Presidente & CEO, IAB

  1. 1. La Próxima Revolución Digital Randall Rothenberg President & CEO, IAB ! IAB Colombia Annual Congress Bogota, Colombia April 2, 2014
  2. 2. 
 
 About the IAB 2
  3. 3. ‹Nº› Commerce Social Video Search Display Data MobileAudio IAB: Digital Advertising’s Largest 
 & Most Active Trade Body
  4. 4. The Industry’s Biggest Tent 4 600+ leading media companies responsible 
 for selling 86% of US online advertising.
  5. 5. Global + Local:
 43 National IABs 5 Europe Europe Regional Africa Asia Pacific South America North America • IAB Austria • IAB Belgium • IAB Bulgaria • IAB Croatia (INAMA) • IAB Denmark (FDIM) • IAB Finland • IAB France • IAB Germany (BVDW) • IAB Greece • IAB Hungary • IAB Ireland • IAB Italy • IAB Macedonia • IAB Netherlands • Norway (INMA) • IAB Poland • IAB Romania • IAB Russia • IAB Serbia • IAB Slovakia • IAB Spain • IAB Sweden • IAB Switzerland • IAB Turkey • IAB UK • IAB Europe ! • IAB South Africa • IAB Australia • IAB China (IIACC) • IAB New Zealand • IAB Singapore • IAB Vietnam • IAB Argentina • IAB Brazil • IAB Chile • IAB Colombia • IAB Ecuador • IAB Peru • IAB Uruguay • IAB (United States) • IAB Puerto Rico • IAB Canada • IAB Mexico 25 1 1 5 7 4
  6. 6. ‹Nº› Our Mission is Growth Removing FrictionPromoting Digital Making It Safe
  7. 7. IAB Invented the Modern 
 Digital Ad Industry 7 IAB UK launched first international IAB First XMOS Study IAB Universal Ad Package Updated IAB MIXX Awards Celebrate Digital Creativity Video Ad Creative Guidelines Published Digital Video Measurement Guidelines Released First Industry 
 Ts and Cs IAB Long Tail Alliance Formed Video Ad Serving Template Released First Internet Ad Revenue Report First Universal Ad Standard Portfolio Released IAB Defines the “Impression” First IAB Privacy Guidelines Issued Impression Measurement Standards Released IAB Launches Training Program Public Policy Office Opened IAB Publishes Mobile Buyers Guide Privacy Matters, first Ever Consumer Privacy Campaign Released Ad Ops Council releases QAG Creation of MMCOE (Mobile Marketing Center of Excellence MRAID, or “Mobile Rich Media Ad Interface Definitions” is released 3MS initiative launch First Digital Media Sales Certificant Creation 
 of Ad Technology Council Quarterly Revenue Growth Trends, in Billions 1996–2012 1996 1997 1998 2000 2001 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 IAB Rising Stars launch IAB Oversees Digital Content NewFronts SafeFrame Release
  8. 8. ‹Nº› Digital’s Thought Leadership Center
  9. 9. Members Are Leaders IAB Committees and Councils are comprised of some of the brightest minds in their space, and help drive the industry forward by developing standards, guidelines, best practices, whitepapers, buyer’s guides, and other services • Audio Committee • B2B Committee • Digital Video Committee • Games Committee • Interactive Television Committee • Local Committee • Mobile Advertising Committee • Networks and Exchanges Committee • Performance Committee • Social Media Committee • Tablet Committee Committees • Ad Ops Council • Ad Technology Council • CFO Council • Data Council • Legal Affairs Council • Multicultural Council • Public Policy Council • Research Council • Sales Executive Council Councils 9
  10. 10. 
 
 The Digital Moment 10
  11. 11. Colombia: Enormous Digital Growth Potential 11 Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013; Fuente: EGM 2 Ola 2013; Flurry Analytics, Jan 2012-Jan 2013, countries with at least 500,00 active devices Jan 2012 • 25mm total unique internet users • 70% of the population connected to the internet in past three months • 43% Colombian users are 15-24 years old vs. LatAm average 32% • 89% connected to the internet at home • 68% recall seeing online advertising and can name various formats • Colombians lag Latin America in online time spent (17.2 hours average vs. 24.6 hours average)
  12. 12. Colombia: A Growing Mobile Powerhouse 12 • Fourth largest mobile market in LatAm: 24mm unique subs • Will move into “fast grower” mobile broadband segment by late 2015 • Highest 3G coverage in LatAm – 96% • The fastest growing global smartphone market: devices grew 278% in 2013 • 91% of mobile users access internet via their phones Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013; Fuente: EGM 2 Ola 2013; GSMA, Mobile Economy Latin America 2013
  13. 13. Digital Is Now the U.S.’s Second Largest Ad Medium 13 Broadcast Television * Internet Cable Television ** Magazines *** Newspaper Radio Out of Home Video Games Cinema $700.0 $800.0 $7,500.0 $16,100.0 $19,400.0 $22,800.0 $32,500.0 $36,600.0 $39,6 Advertising spend† of key media in 2012 (in Billions) † The total U.S. advertising market includes other segments not charted here. * Broadcast Television includes Network, Syndicated and Spot television advertising revenue. ** Cable Television includes National Cable Networks and Local Cable television advertising revenue. *** Magazine includes Consumer and Trade magazines. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
  14. 14. ‹Nº› MMA & IAB Overview Digital Advertising: Growing 13x Faster Than U.S. Economy 14 CAGR*: 19.7% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 $36,570.0 $31,735.0 $26,041.0 $22,661.0 $23,448.0 $21,206.0 $16,879.0 $12,542.0 $9,626.0 $7,267.0 • Digital advertising grew 15.2% in 2012 • 2012 annual revenues increased on a year-over-year percentage and dollar basis. • The 19.7% CAGR* has far outpaced U.S. real GDP growth of 1.5%** over the same 10-year period. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
  15. 15. ‹Nº› MMA & IAB Overview Internet Ad Growth Outpaced All Media Over Past 8 Years 15 $0 $12,500 $25,000 $37,500 $50,000 2005 2006 2007 2008 2009 2010 2011 2012 Broadcast Television * Internet Cable Television ** Newspaper Radio Advertising revenue market share by media, 2005-2012 ($ billions) • Two forms of media have positive compound annual growth rates (CAGR) between 2005 through 2011: Cable Television at 4.6% and Internet at 16.5%. • In every year since 2005, the annual growth rates of Internet advertising have exceeded those of other advertising media. • Internet advertising has experienced double-digit annual growth in every year except 2009; no other media has experienced double- digit growth in any year. *Broadcast Television includes Network, Syndicated and Spot television advertising revenue. **Cable Television includes National Cable Networks and Local Cable television advertising revenue. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
  16. 16. 16 Mobile: + 111% -40% 0% 40% 80% 120% $ - 0 $ 4,500 $ 9,000 $ 13,500 $ 18,000 Search Lead Generation Mobile Ad Banners / Display Ads Rich Media 2012 Revenue 2012 vs. 2011 % Growth -15% -25% 13% 29% 111% -27% 11% -6% 15% $1,113.0$845.0 $7,721.0 $2,330.0 $3,370.0 $156.0 $1,689.0 $2,430.0 $16,916.0 15% -6% 11% -27% 111% 29% 13% -25% -15%
  17. 17. IAB 2014 
 
 Industry Challenges 17
  18. 18. IAB 201418 Fraudulent Traffic Has Reached Crisis Proportions • At least 22% of digital display advertising traffic worldwide is driven by bots* • Estimated $6-10 billion is lost to advertising fraud alone each year.* • Bot Traffic on pace to waste $9.5 Billion in 2013 on advertising*** *Source: Adometry, October 20, 2010, Internet Retailer, January 26, 20133 **Source: InfoSecurity, February 15, 2012 ***Solve Media’s quarterly Bot Traffic Market Advisory update, Q2 2013 (based on 230M human verifications across 6500 publishers) 13% of US homes and up to 
 9% of workplaces are infected with bots**
  19. 19. IAB 2014 Consistent methodology across media Real-time measures for optimization Ability to understand competitive landscape Integration with proprietary platforms/process Ability to use as currency for buying/selling Availability in key international markets 23 47 59 69 69 73 10 20 21 28 37 32 Very critical Extremely critical Total 13% 41% 32% Total 20% 49.3% 2016 2013 19 Source: 2013 ANA/Nielsen Integrated Multi-Screen Survey Multi-Screen Buys Expected to Grow What is the single biggest issue regarding multi-screen advertising that keeps you up at night? Measurement! 41% 38% 27% 13% Base: Total = 212; Client-Side=86; Agencies=55; Media Sellers=67 How critical is each of these to you for integrated multi-screen measurement? 13% Brands Require – But Media Lack – a Common Currency
  20. 20. IAB 2014 0% 18% 35% 53% 70% 2005 2006 2007 2008 2009 2010 2011 2012 1H 2013 13% 5% 4% 4% 4% 5% 4% 2% 2% 41% 47% 51% 57% 59% 62% 65% 66% 65% 46% 48% 45% 39% 37% 33% 31% 32% 33% CPM Performance Hybrid 20 Persistent Pressure on Publisher Revenues Source: 1st Half 2013 IAB/PWC Digital Ad Revenue Report! *Source: AOL / Ad Exchanger 2013! CPM Data Courtesy of SQAD CPM Buys Declining 41% 13% Programmatic Solutions Further Reduce Ad Revenue* 13% 95 97 100 102 104 January April July October 97.6551 96.844196.749 95.69895.444595.4083 96.498596.429196.5627 97.158797.136 96.220196.211196.294896.470696.568796.553696.5883 Composite 2010 Composite 2011 Composite 2012 Composite 2013 CPMs Flat to Declining
  21. 21. IAB 201421 Digital Still Not Considered a Brand-Building Medium etail vices com Auto ucts avel oods care edia ment 4% 5% 6% 7% 9% 8% 12% 11% 13% 20% 4% 5% 5% 6% 8% 9% 11% 12% 13% 22% 2011 2012 Internet ad revenues by major industry category*, 2011 vs. 2012 • Retail advertisers, despite an overall decline, continue to represent the largest category of internet ad spending, accounting for 20% of revenues in 2012, down from the 22% reported in FY 2011. • Automotive advertisers accounted for 12% of revenues in 2012, up from the 11% reported in FY 2011. • Consumer Packaged Goods represented 7% in 2012, up from the 6% reported in FY 2011. • Pharma/Healthcare accounted for 6% of revenue in 2012, up from the 5% reported in FY 2011. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
  22. 22. IAB 201422 Mobile Monetization Is a Disaster
  23. 23. 
 
 Finding Solutions 23
  24. 24. IAB 2014 Core Commitment #1 24 Building a Trustworthy Digital Advertising Supply Chain
  25. 25. IAB 2014 A War on Fraud & Piracy 25
  26. 26. Protecting Privacy Through Self-Regulation 26 Digital Advertising Alliance IAB in Washington • Advertising self-regulation • Online behavioral • Children’s privacy • Blogger disclosure rules • IP piracy • Political advertising • Mobile apps and ads • Global self-regulatory harmonization 
 and data standards
  27. 27. IAB 2014 Core Commitment #2 27 Making Measurement Make Sense
  28. 28. Viewability: The New Currency for Online Advertising 28 Buyers and Sellers establishing new currency for digital media based on traditional media criteria 1. Assess Impact of Viewable Impression 2. Establish Digital GRP 3. Create Ad Classification System 4. Define Standards-Setting Structure Traditional Media GRPs Digital Media Impressions Brand Metrics (Reach and Frequency)
  29. 29. IAB 2014 Core Commitment #3 29 Publisher Transformation
  30. 30. Rationalizing Programmatic Buying… 30 ! ! ● Confusion over terminology ● Limited transparency ● Lots of middle men ● Sellers’ strategic challenges (sales, bus model, yields) ● Lack of clear technical standards & guidelines Significant growth Uncertainty in market
  31. 31. …Through Education & Standards 31 IAB Market Education and Clarity IAB Solving Operational Issues • Establish market clarity & education on programmatic ! • Thought-leadership research study to provide an effective roadmap to “programmatic” capabilities ! • Identifying and addressing mobile programmatic issues • Digital automation – standardize common datasets for IOs, media plans & invoices ! • Open RTB - Supports development of OpenRTB specs ! • QA Guidelines reflect programmatic disclosures
  32. 32. IAB Digital Media Sales Certification 32 A client wants to serve different creative to consumers based on their exposure to the digital advertising campaign. Which of the following solutions should be recommended?! A) Connected TV B) Keyword Targeting C) Sequential Messaging D) Demographic Targeting Sample question
  33. 33. 33 Digital Content NewFronts
  34. 34. IAB 2014 Core Commitment #4 34 Building Brands Digitally
  35. 35. Cross Screen Rich Media New Standard Ad Unit Portfolio Display Mobile 70+% New Digital Video 35
  36. 36. Source: IAB Rising Stars Research with IPG MediaLab, Feb. 2012 Rising  Stars  vs  Standard  IAB  Units   Universal  Interac4on  Time* 0.00 4.00 8.00 12.00 16.00 Rising  Stars Standard 7.8854 15.845 36 200% More Interaction for Rising Stars *Universal Interaction Time is defined as the average length of a time that a user’s mouse enters frame of ad and is active (not parked) for 0.5 seconds or longer and ends when the mouse leaves the ad frame, or 60 seconds, whichever happens first. Users Spend 2x More Time With Rising Stars Ads
  37. 37. 37
  38. 38. IAB 2014 Core Commitment #5 38 Moving Mobile Mainstream
  39. 39. Mobile Marketing Center of Excellence 39
  40. 40. Creative: Mobile Rising Stars: Driving Adoption Mobile Ad Creators’ Guide Tablet Ad Sizes Promote Multi-Screen Advertising 
 IAB Mobile Center Agenda Measurement: Mobile and Cross-Media Audience Measurement Town Hall Mobile Engagement Metrics Definitions Public Policy/ Regulation: Self-Regulatory Program Lobbying DC Fly-In Event Operations: Mobile Discrepancies Industry Round Table Future of the Cookie/Identifiers Driving MRAID Adoption Education and Evangelization Mobile Cross-Media Ad Effectiveness Research Mobile Video Agency Day Mobile and Industry Verticals (fast food, financial, CPT, auto, etc.) Local Search White Paper 40
  41. 41. IAB International Membership Program • Participate in our 20 Committees and Councils! ! • Help establish critical technical standards and operating best practices! ! • Bring IAB Sales Certification training and accreditation to your markets! ! • Partner on market-making research and thought-leadership publishing! ! • Market your successes through the new, curated IAB Global Website and App! ! • Assert leadership through an enlarged IAB International Steering Committee! ! • Build your events businesses with programming and support from the IAB Events team These Benefits Are Free for ! IABs & Your Most Involved Members
  42. 42. 42 1. Adopt the IAB Viewability Standard Five First Steps for You 2. Adopt IAB Rising Stars ad formats 3. Protect consumers with privacy self-regulation 4. Take the IAB Digital Certification Exam 5. Join & create best practices with IAB International
  43. 43. Gracias! Randall@iab.net

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