Prezentarea noilor formate de bannere "Rising Stars" sustinuta de Peter Minium in cadrul evenimentului "Meet the Rising Stars" - 26 septembrie 2011, organizat de IAB Romania

1. Creative-friendly Ad Formats
“Rising Stars” Update
Peter@iab.net
September 2011
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2. The Humble Beginning
AT&T banner on Hotwired, October, 1994
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3. The Humble Ending?
IAB Standard Ad Formats, 16 years later
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4. The Humble Ending?
A Direct Marketer’s Dream A Brand Marketer’s Nightmare
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5. Interactive Advertising Needed
a Creative Revolution
• “Creative quality is driving 70% of the
business impact we’re seeing in our return on
advertising.” (P&G)
•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 audiences and individuals across
all channels, toward the goal of creating
enduring brands
•“Causing the heart to beat quick is at least as
important as making the mouse click.” (IAB)
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6. First Step: De-clutter
IAB Standard Ad Formats, 16 years later
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7. Seven Standard Ad Units
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8. Wisdom of the Crowd
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9. Involve the Buy-side
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10. Evaluation Criteria
 Branding - How well does the ad format provide a
canvas for brand creativity?
 User Experience - How well does the ad format
positively impact user experience?
 Functionality – How does the ad format take
advantage of online user behaviors and
technologies?
 Page Integration – How does the ad format enhance
the relationship between the ad and publisher page
layout?
 Adoption - How easily could the ad format be widely
adopted by publishers?
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11. The IAB Rising Stars
 IAB Billboard, IAB Filmstrip, IAB Portrait, IAB
Pushdown, IAB Sidekick, and IAB Slider
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12. Marketer Early Adopters
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13. IAB Billboard
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14. IAB Filmstrip
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15. IAB Portrait
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16. IAB Pushdown
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17. IAB Sidekick
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18. IAB Slider
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19. Early Metrics
Industry Rich Media
IAB Rising Stars Benchmarks
(Unicast Industy Rpt q1-4 ‘10)
Engagement Rate (= ITR + CTR)
10.12% 1.58%
Interaction Rate (ITR)
9.82% 1.43%
Click-Thru Rate (CTR)
0.29% 0.15%
Ad Engagement Time
34, 47, 98 seconds 14 seconds
Ad Display Time
94 seconds 59 seconds
Avg. Video Play Time
24, 17, 23.6 seconds 12 seconds
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20. Question?
Peter@iab.net
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21. Thank you.
Peter@iab.net

22. Extra slides…
http://www.iab.net/iab_products_and_industry_services/508676/508767/Rich_Media
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23. Mobile Rising Stars
Update
September 2011
Peter@iab.net

24. Mobile Rising Stars Program
 Designed to uncover the best creative-friendly ad units in the
mobile ecosystem and make these the first ever IAB-endorsed
formats
 “Creative Ad Products” for smart-phones and tablets
 Wisdom of the crowd approach
 Buy-side working group leading evaluation
 Criteria:
 User Experience - How well does the ad format positively impact user experience?
 Branding - How well does the ad format provide a canvas for brand creativity?
 Functionality – How does the ad format take advantage of mobile user behaviors and technologies?
 Integration – How does the ad format enhance the relationship between the ad and the publisher
content?
 Adoption - How easily could the ad format be widely adopted across the mobile ecosystem?

25. Timeline
 Launch & Call for Entries: IAB Mobile Marketplace July
18th, 2011
 Fuel & manage submission process to ensure support:
ongoing
 Deadline for submissions: October 15th
 Ad Ops Evaluation: November/December
 Agency Working Group evaluation: January (NYC)
 Announce Mobile Rising Stars: February 2012 at IAB annual
meeting
 Build Out: March, April, May 2012
 Evaluation Period: June-December 2012
 IAB Mobile Standard Ad Formats named: Year-end 2012

26. Mobile Rising Stars
Update
September 2011
Peter@iab.net

27. Next Steps
 Now fueling and managing submissions
● Six entries already
 Please encourage those in your sphere of
influence to enter

28. Thank you.
Peter@iab.net

29. Mobile Rising Stars Agency
Working Group

30. E.g., Display Judging Grid

31. E.g, From Display-
Standard Ad Formats vs. Rising Stars
IAB Standard Ad Formats Display Rising Stars (3 of 6)
Filmstrip
Slider
Pushdown

32. 2. Do we segment mobile category?
 Some ideas I’ve heard on segments include separate
categories of standards based on: Browser vs. App;
Phone vs. Tablet; Small, Medium, and Large screen;
Aspect ratios; Cross-mobile platform; Use-case
(tactical vs. immersive, reach vs engagement); High-
end vs less “smart” devices
 Hypothesis: Call for entries that are mobile device
and size agnostic, i.e, Mobile Ad Product
Concepts, and require entrants to demonstrate how
they could work across platforms (conceptually, not
technically)
● Agnostic in the sense that they are not device/screen
specific, not that they must work on all of them
● Focus on concept and not chase screen proliferation

33. Known Adopters
 MSN  NPR
 MSN Money  Hearst (cosmopolitan.com, esquire.com,
goodhousekeeping.com, marieclaire.com,
 CBS Interactive redbookmag.com and seventeen.com.)
 Fox Sports  Aexp Pub (Travel &Leisure , Food & Wine)
 NBC (Daily Candy, Fandango, iVillage)  Entertainment Weekly
 Undertone networks  TheStreet
 AOL  Zillow
 CNET  Ziff Davis,
 CondeNast  Fox News
 Business Insider  Meredith Corp.
 New York Times  Variety
 Washington Post  WSJ Digital Network
 Forbes.com  Weather
 The Atlantic  YouTube
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34. The IAB Rising Stars
 IAB Filmstrip  MSFT Interactive
 IAB Portrait Filmstrip
 IAB Sidekick  Aol Project Devil
 IAB  Unicast Sidekick
Pushdown  Pictela Pushdown
 IAB Billboard  Google/YouTube
 IAB Slider Masthead
 Genex Slider
See www.iab.net/risingstars for full details
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35. 34

36. RM Guidelines in Revision Max
Add’l
Initi Maximu
File Web Site
al Flash Audio m
Format Format (Wx Weight Labeling
Load Specifi Initiati Animati Controls
Category H) File
(Polite
cs on on
& Other
Downloa Items
Size Length
d)
*
• Control =
• Label =
In-Page See IAB Ad Unit User Anything up “Close X”, Play,
“Advertiseme
Video Guidelines, for 40 KB 1.2MB** 18 fps Initiated to 15 Pause, Rewind,
nt”
Units example, 300x250 (on click) seconds Volume
• Font = 16 pt
• Font = 16 pt
User-initiated
Expandable Ads:
See IAB Ad Unit
Guidelines. Anything up • Control =
to 15 “Close X”
Landing Spots: seconds • Font = 16 pt
Maximum width of • Location = On
Expandabl 2X the initial ad • Label =
User Edge of Original
e/ size* “Advertiseme
40 KB 80 KB 18 fps Initiated (non-
Retractabl nt”
(on click) expanded/expan
e Units User-initiated
Expansion: Font = 16 pt
Retractable Ads: ded) unit
• 3 seconds, • Feature =
Maximum width of
if no user Enable Mouse-Off
600 pixels.
interaction Retraction
• Up to 15
Landing Spots: See
seconds
IAB Ad Unit
within ad
Guidelines
Pop-ups: 250x250;
300x250
Pop-Up or See IAB Pop-
User Anything up
Pop- Pop-up Large: Provided by Up
40 KB 80 KB 18 fps Initiated to 15
Under 550x480 Browser Window Guidelines for
(on click) seconds
Units more details
Pop-under:
720x300
• Control =
Floating: “Close X”
• 10 seconds • Font = 16 pt
max, if no • Location = • Label =
User user
Floating Variable Fixed placement “Advertiseme
80 KB 160 KB 18 fps Initiated interaction
Units at the location of nt”
(on click) the first • Font = 16 pt
• Up to 15 completely
seconds visible frame
within ad
Landing Spots for Not Applicable
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37. Global Implications
• It’s a small (digital) world
• Microsoft, Google/Doubleclick, AOL,
Mediamind/Unicast/Pointroll
• UK, Germany, Mexico, Canada, Australia…
• Do our major common members want
global standards to include “creative
friendly” RM formats?
• If yes, are these a good place to start?
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38. We’re in Adoption Mode
 Developed in 2010
 Announced in February 2011
 March-June 2011 “Build-out”
 In-market evaluation 2nd half 2011
 Ecosystem adoption and consumer engagement data
 New IAB U.S. Standards named end 2011
 (N.B. Mobile Rising Stars now ongoing!)
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