Making and Measuring  Ads that Matter      (to Brand Advertisers)  Peter@iab.net @peterminnium
Building Brand Digitally    1. The Rising Stars    2. Making Measurement Make Sense    3. Embracing Ad Technology & Data  ...
Building Brand Digitally    1. The Rising Stars    2. Making Measurement Make Sense    3. Embracing Ad Technology & Data  ...
Building Brand Digitally    1. The Rising Stars    2. Making Measurement Make Sense    3. Embracing Ad Technology & Data  ...
IAB Units Predominate                           Display Ad Universe                                                 IAB St...
Old Standard Ad Units5
Mobile Rising Stars                             The Rising Stars Program        Designed to discover and capture for the g...
New Standard Ad Unit Portfolio    Display              Mobile         Digital Video                         Rich Media    ...
IAB Rising StarsDisplay
9
The New Display Portfolio                    Creative Canvasses for Every Goal              Leaderboard        (728x90)   ...
Display Rising Stars     Look What’s Possible…11
Display Rising Stars     Heavy Marketer Adoption12
Display Rising Stars     Extensive Publisher Support            com Score Top 25 Properties (U.S.) March 2012            T...
IAB Rising Stars  Mobile
Mobile Rising Stars     Winning Submitters                    Adhesion Banner15
Mobile Rising Stars     The Mobile Rising Stars         Pull                         Full Page Flex16
Mobile Rising Stars     IAB Mobile Filmstrip17
Mobile Rising Stars     Mobile Filmstrip in Action18
Mobile Rising Stars     IAB Mobile Adhesion Banner19
Mobile Rising Stars                  IAB Mobile Slider                               Slide Banner           Slide Banner  ...
Mobile Rising Stars            IAB Mobile Pull     Pull            or                      =                       Pull21
Mobile Rising Stars     IAB Mobile Full Page Flex22
INSERT LIVING AD VIDEO         HERE
View All Five atIAB.net/RisingStarsMobile
IAB Rising Stars         Digital VideoWhat will replace the “:30 TVC?”
New Standard Ad Unit Portfolio     Display              Mobile           Digital Video                          Rich Media...
Seizing the Brand Moment     1. Reshaping the Creative Canvas     2. Making Measurement Make Sense     3. Embracing Ad Tec...
Making Measurement Make Sense A cross-ecosystem collaboration that  will improve planning, buying and  measurement of dig...
3MS: Five-pillar solution for digital              metrics            www.measurementnow.net
Beyond the Click: Key              MetricsUniversal Interaction RateThe percent of users who purposely enter the frame of ...
Rising Stars Research7 Ad Units         Agencies    Analytics    Publishers Advertisers5 Publishers                       ...
Display Rising Stars     Outperform in Universal Interaction Rate                                       +246%32
Display Rising Stars     Outperform in Universal Interaction Time                                       +49%33
2013 Standard Metrics               Impressions                                     Existing                  Clicks      ...
Making and Measuring  Ads that Matter      (to Brand Advertisers)  Peter@iab.net @peterminnium
Thanks Peter@iab.net  #risingstars@peterminnium
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Omma display 1015 peter minnium

  1. 1. Making and Measuring Ads that Matter (to Brand Advertisers) Peter@iab.net @peterminnium
  2. 2. Building Brand Digitally 1. The Rising Stars 2. Making Measurement Make Sense 3. Embracing Ad Technology & Data 4. Championing Consumer Privacy 5. Going Cross-Screen 6. Training, Training, Training1
  3. 3. Building Brand Digitally 1. The Rising Stars 2. Making Measurement Make Sense 3. Embracing Ad Technology & Data 4. Championing Consumer Privacy 5. Going Cross-Screen 6. Training, Training, Training2
  4. 4. Building Brand Digitally 1. The Rising Stars 2. Making Measurement Make Sense 3. Embracing Ad Technology & Data 4. Championing Consumer Privacy 5. Going Cross-Screen 6. Training, Training, Training3
  5. 5. IAB Units Predominate Display Ad Universe IAB Standard Units Other Units Source: IAB Survey4
  6. 6. Old Standard Ad Units5
  7. 7. Mobile Rising Stars The Rising Stars Program Designed to discover and capture for the good of the entire ecosystem the industry’s best ad products and making them IAB Standard Ad Formats Agency Working In-Market IAB Standard Ad UnitOpen Call for Entries Group Judging Evaluation Portfolio Display Mobile Digital Video6
  8. 8. New Standard Ad Unit Portfolio Display Mobile Digital Video Rich Media Cross 70+% new Standard Screen7
  9. 9. IAB Rising StarsDisplay
  10. 10. 9
  11. 11. The New Display Portfolio Creative Canvasses for Every Goal Leaderboard (728x90) Medium Rectangle (300x250) Wide Sky-scraper Rectangle (160x 600) (180x150) Button 2 (120x60) Micro Bar (88x31) GOOD BETTER BEST10
  12. 12. Display Rising Stars Look What’s Possible…11
  13. 13. Display Rising Stars Heavy Marketer Adoption12
  14. 14. Display Rising Stars Extensive Publisher Support com Score Top 25 Properties (U.S.) March 2012 Total U.S. – Home, Work and University Locations Source: comScore Media Metrix Unique Visitors Rank Property Total Internet : 224,020 Total Audience 1 Google Sites 189,662 2 Microsoft Sites 178,897 3 Yahoo! Sites 175,356 4 Facebook.com 158,926 5 AOL, Inc. 109,921 6 Amazon Sites 106,305 7 Ask Netw ork 92,324 Wikimedia 8 86,221 Foundation Sites 9 CBS Interactive 82,530 10 Apple Inc. 81,157 11 Turner Digital 80,897 12 Glam Media 78,337 Comcast 13 78,317 NBCUniversal New York Times 14 75,703 Digital 15 Viacom Digital 75,264 16 eBay 70,588 Federated Media 17 65,949 Publishing 18 Demand Media 63,698 19 VEVO 58,288 Weather Channel, 20 54,078 The 21 craigslist, inc. 53,251 22 Gannett Sites 50,258 23 Answ ers.com Sites 45,08813 24 Tw itter.com 40,310 25 Wal-Mart 39,050
  15. 15. IAB Rising Stars Mobile
  16. 16. Mobile Rising Stars Winning Submitters Adhesion Banner15
  17. 17. Mobile Rising Stars The Mobile Rising Stars Pull Full Page Flex16
  18. 18. Mobile Rising Stars IAB Mobile Filmstrip17
  19. 19. Mobile Rising Stars Mobile Filmstrip in Action18
  20. 20. Mobile Rising Stars IAB Mobile Adhesion Banner19
  21. 21. Mobile Rising Stars IAB Mobile Slider Slide Banner Slide Banner To show AD* To Close AD Slide Back * Alternate Top Banner Position20
  22. 22. Mobile Rising Stars IAB Mobile Pull Pull or = Pull21
  23. 23. Mobile Rising Stars IAB Mobile Full Page Flex22
  24. 24. INSERT LIVING AD VIDEO HERE
  25. 25. View All Five atIAB.net/RisingStarsMobile
  26. 26. IAB Rising Stars Digital VideoWhat will replace the “:30 TVC?”
  27. 27. New Standard Ad Unit Portfolio Display Mobile Digital Video Rich Media >70% new Cross Screen Standard26
  28. 28. Seizing the Brand Moment 1. Reshaping the Creative Canvas 2. Making Measurement Make Sense 3. Embracing Ad Technology & Data 4. Championing Consumer Privacy 5. Going Cross-Screen 5. Training, Training, Training27
  29. 29. Making Measurement Make Sense 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.28
  30. 30. 3MS: Five-pillar solution for digital metrics www.measurementnow.net
  31. 31. Beyond the Click: Key MetricsUniversal Interaction RateThe percent of users who purposely enter the frame of an adcontinuously for at least 0.5 seconds or moreUniversal Interaction TimeThe average amount of time users spent on the ad30
  32. 32. Rising Stars Research7 Ad Units Agencies Analytics Publishers Advertisers5 Publishers Ad Partners4 Advertisers5 Agencies4 Tech Partners4 MM Impressions 31
  33. 33. Display Rising Stars Outperform in Universal Interaction Rate +246%32
  34. 34. Display Rising Stars Outperform in Universal Interaction Time +49%33
  35. 35. 2013 Standard Metrics Impressions Existing Clicks In-view Percentage In-view Time New Universal Interaction Rate Universal Interaction Time34
  36. 36. Making and Measuring Ads that Matter (to Brand Advertisers) Peter@iab.net @peterminnium
  37. 37. Thanks Peter@iab.net #risingstars@peterminnium

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