presentación de peter minnium en iab conecta 2013
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Business10
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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
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4
5
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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
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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
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3
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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
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