Business10

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7

To help ignite the long-promised, but rarely delivered, creative revolution

in digital advertising

Agenda 1. IAB Rising Stars

2. Making Measurement Make Sense

1. IAB Rising Stars Update

Standard Ad Units (c. 2011)

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IAB Rising Stars

Display

Mobile

Digital Video

Designed to discover and standardize industry’s best and most scalable ad canvasses -- for good of entire ecosystem

l  Open call for entries l  Agency-selected winners l  In-market evaluation of impact l  IAB Standard Ad Unit Portfolio

IAB Ad Unit Portfolio

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New Standard

Display Mobile

>70% new! Rich Media Standard! Cross Screen!

Digital Video

Display Rising Stars

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Creative Canvasses for Every Goal

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BETTER

GOOD

BEST

Micro Bar(88x31)

Button 2(120x60)

Rectangle(180x150)

WideSky-scraper(160x 600)

MediumRectangle

(300x250)

Leaderboard (728x90)

Display Rising Stars

Beyond the Click: Key Metrics

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The percent of users who purposely enter the frame of an ad continuously for at least 0.5 seconds or more

The average amount of time users spent on the ad

Universal Interaction Rate

Universal Interaction Time

Publishers Advertisers 7

5

4

5

4

4

Ad Units

Publishers

Advertisers

Agencies

Tech Partners

MM Impressions

Analytics Agencies

Ad Partners

Rising Stars Research

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+49%!

Display Rising Stars

Outperform in Universal Interaction Time

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Outperform in Universal Interaction Rate

Display Rising Stars

+246%!

Mobile Rising Stars

Invite & Engage Cross-Screen

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Mobile Rising Stars

Pull  

Digital Video Rising Stars What will replace the “:30

TVC?”

Winning Concepts

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Digital Video Rising Stars

Ad Control Bar

CTA to interact Video ad plays Multiple interactive panels

Full Player

MORE

CTA to interact Video ad plays Multiple interactive panels

Extender

WATCH MORE

Video ad continues CTA to extend video Video ad plays

LEARN MORE

CTA to interact Video ad plays Scrollable interactive panels

Film Strip TimeSync

Synced CTA panel, e.g. :10

Synced CTA panel, e.g. :05 Video ad plays

Expanded interactive panel

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IAB Ad Unit Portfolio

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New Standard

Display Mobile

>70% new! Rich Media Standard! Cross Screen!

Digital Video

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Look What’s Possible…

Display Rising Stars

2. Making Measurement Make Sense (3MS) Update

3MS: What is it?

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l 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.

3MS: Five-pillars for digital metrics

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Define Impression

Establish Audience Currency

Standard Classification of Ad Units

Brand Ad Performance

Metrics

Brand Attitudinal Measures

Shift from served to Viewable Impression Standard

Establish Online Gross Rating Point (GRP) metric—providing reach and frequency reporting of viewable impressions

Implement classification system and Online Ad Taxonomy for banner, rich media, and streaming video ads

Define standard and transparent metrics for view-through reporting and cumulative social activity

Establish standards and vendor validation to improve methodology for online brand attitudinal studies

1

2

3

4

5

Viewable Impression and Online GRP expected to be common currency in 1st

Quarter of 2014. -Working Definition: “at least 50% of pixels

for one second”; 30% for Rising Stars -Key issue: Nested i-frames

3MS: Current Status

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Define Impression

Establish Audience Currency

Standard Classification of Ad Units

Brand Ad Performance

Metrics

Brand Attitudinal Measures

Shift from served to Viewable Impression Standard

Establish Online Gross Rating Point (GRP) metric—providing reach and frequency reporting of viewable impressions

Implement classification system and Online Ad Taxonomy for banner, rich media, and streaming video ads

Define standard and transparent metrics for view-through reporting and cumulative social activity

Establish standards and vendor validation to improve methodology for online brand attitudinal studies

1

2

3

4

5

Shift Discussion from Counting to Value Viewable Impression & Online GRP make online and offline comparisons possible.

Now we can shift the argument from “counting” to focus on value:

-Interactivity matters -Consumer experiences with ads matter -Evaluative metrics that are transparent

and consistent matter

3MS: What’s Next

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Define Impression

Establish Audience Currency

Standard Classification of Ad Units

Brand Ad Performance

Metrics

Brand Attitudinal Measures

Shift from served to Viewable Impression Standard

Establish Online Gross Rating Point (GRP) metric—providing reach and frequency reporting of viewable impressions

Implement classification system and Online Ad Taxonomy for banner, rich media, and streaming video ads

Define standard and transparent metrics for view-through reporting and cumulative social activity

Establish standards and vendor validation to improve methodology for online brand attitudinal studies

1

2

3

4

5

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2014 Standard Metrics(?)

Clicks

In-view Percentage

In-view Time

Universal Interaction Rate

Universal Interaction Time

Impressions

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Making and Measuring Ads that Matter

(To Brand Marketers)

July 2013 @peterminnium

Thank you