iab us presentation - patrick dolan for iab romania

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A Bright Future

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Prezentarea sustinuta de Patrick Dolan pentru IAB Romania in cadrul evenimentului Meet the Rising Stars - 26 septembrie 2011

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Page 1: IAB US Presentation - Patrick Dolan for IAB Romania

A Bright Future

Page 2: IAB US Presentation - Patrick Dolan for IAB Romania

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What is the IAB?

IAB - Interactive Advertising Bureau

IAB is a 501(c6) Trade Association Established - 1996 Standard setting body - Member driven

to leverages industry expertiseIndustry’s voice Washington

Page 3: IAB US Presentation - Patrick Dolan for IAB Romania

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Over 500 members The IAB Is the Digital Publishing Industry’s

Biggest Tent

Page 4: IAB US Presentation - Patrick Dolan for IAB Romania

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Global Presence, Global Partners

38 Countries – 5 Continents

Page 5: IAB US Presentation - Patrick Dolan for IAB Romania

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The IAB Mission…

GROWTHThe Interactive Advertising Bureau is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of our members’ share of total marketing spend.

Page 6: IAB US Presentation - Patrick Dolan for IAB Romania

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Growth - How we achieve it

Engagement

CMOs, agencies, and other marketing influencers on the interactive opportunity

Accountability

Establish guidelines and best practices

Operational Effectiveness

Reduce structural friction between media companies and advertising buyers

Page 7: IAB US Presentation - Patrick Dolan for IAB Romania

Standards Drive GrowthBefore

IAB

AfterIAB

Page 8: IAB US Presentation - Patrick Dolan for IAB Romania

Standardization Is a Core Capability

Ad Standards & Creative Guidelines

• Ad Unit Guidelines• Digital Video Ad Format

Guidelines & Best Practices

• Pop-up Guidelines• Rich Media Creative

Guidelines• Universal Ad Package

Email & Lead Generation

• Email Guidance• Email Campaign

Performance Metrics Definitions

• Email Data Management Best Practices

• Lead Generation Guidance

• Lead Quality Best Practices

Digital Video Guidance

• Digital Video Overview• Digital Video In-Stream Ad

Metrics Definitions• Digital Video Ad Format

Guidelines & Best Practices

• Digital Video Ad Measurement Guidelines

• Digital Video Ad Serving Template (VAST)

• Digital Video Player-Ad Interface Definition (VPAID)

• Long Form VideoSocial Media Guidance

• Social Advertising Best Practice

• Social Media Ad Metrics

Measurement Guidelines

• Ad Impression Measurement Guidelines

• Ad Campaign Measurement Process Guidelines

• Audience Reach Measurement Guidelines

• Click Measurement Guidelines

• Digital Video Ad Measurement Guidelines

• In-Game Advertising Measurement Guidelines

• Rich Media Measurement Guidelines

• Rich Internet Application Guidelines

IAB Overview Deck

Page 9: IAB US Presentation - Patrick Dolan for IAB Romania

Member Committees and Councils

Committees Audio Committee

Digital Video Committee

eMail Committee

Games Committee

Interactive Television Committee

Lead Generation Committee

Local Committee

Mobile Advertising Committee

Networks and Exchanges Committee

Search Committee

Social Media Committee

Councils Ad Ops Council

CFO Council

Data Council

Legal Affairs Council

Multicultural Council

Public Policy Council

Research Council

Sales Executive Council

IAB Overview Deck

Page 10: IAB US Presentation - Patrick Dolan for IAB Romania

Membership Analysis

IAB Overview Deck

General Members● General Members are corporate entities or standalone divisions of a corporate entity whose revenue is significantly based on the sale of interactive advertising inventory● General Members have the right to vote for the members of the board of directors; to attend and participate at all membership meetings; and the opportunity to be elected

to serve on the board of directors.● General Members include “portals” (e.g., Yahoo, AOL); networks (e.g., 24/7 Real Media, Valueclick); branded publishers (e.g., The New York Times, CBS Interactive); ad-

supported service providers (e.g., Google, IAC Corp.); vertical content specialists (e.g., BabyCenter, Cars.com); and vertical platform specialists (e.g., AdMob, Wild Tangent)

Associate Members● Any company that does not qualify as a General member may join the IAB as an Associate Member, provided it supports the sale of interactive advertising inventory● Associate members have the right to participate fully in most committees and councils● Associate members include accounting firms (e.g., Ernst & Young); measurement providers (e.g., Quantcast); research firms (e.g., J. D. Power); IT service providers (e.g.,

Operative); and others

Page 11: IAB US Presentation - Patrick Dolan for IAB Romania

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IAB US Org Chart

August 2011

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Major OpportunitiesProtecting privacyReducing complexity in the

supply chainEmerging platforms Capturing more brand dollars

Page 13: IAB US Presentation - Patrick Dolan for IAB Romania

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Self-Regulatory ProgramProtecting privacy

DIGITAL ADVERTISING ALLIANCE

Page 14: IAB US Presentation - Patrick Dolan for IAB Romania

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Removing FrictionIES (Impression Exchange

Solution) – Reduce discrepancies

E-Business Solutions – Automating buying and billing

Ad Verification Guidelines – Brand protection

Reducing Complexity

Page 15: IAB US Presentation - Patrick Dolan for IAB Romania

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U.S. Internet TrendsSocial Media

Emerging Platforms

US Facebook audience

up ~ 500%

Digital Video

Video streams served up 21%

Mobile Internet

Mobile internet users up ~ 70%

Social Commerce

NEW: Mass discounts through bulk buying = Scaling Social Media

Page 16: IAB US Presentation - Patrick Dolan for IAB Romania

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A Case StudyCapturing more brand

dollars

Page 17: IAB US Presentation - Patrick Dolan for IAB Romania

Source: IAB Internet Advertising Revenue Report, 2010 First Half and Second Quarter Report

We are back: $26B in 2010

17

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2011 Starts with a Bang

Q1

$5.9B

$7.3B 23% Year-Over-Year Increase

Q1 2010 Q1 2011

Source: IAB Internet Ad Revenue Report 2010, Released June 2011.

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Bigger than print, but…

“TV Distribution” includes national & local TV station ads as well as multichannel systems

Source: IAB Internet Ad Revenue Report 2010, Released April 2011.

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TV Still Dominant Media Platform

TV Internet

$68.70

$26.00

“TV Distribution” includes national & local TV station ads as well as multichannel systems

Source: IAB Internet Ad Revenue Report 2010, Released April 2011.

US Advertising Revenue by Media Revenue – 2010 (in Billions)

Page 21: IAB US Presentation - Patrick Dolan for IAB Romania

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Direct Response Dominates Interactive Ad Spend

Source: IAB Internet Ad Revenue Report 2010, Released April 2011.

Page 22: IAB US Presentation - Patrick Dolan for IAB Romania

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Brand Dollars Resist Direct Response Environments

US media ad spendingUS households time spent

0 10 20 30 40

TV

Time Spend vs. Ad Spend, by Media Type (%)U.S., 2009

Total Ad

Spend

Internet

Ad Spend

Internet % of Total

P&G $4,189 $100 7%

AT&T $2,797 $148 5%

Verizon

$3,020 $242 8%

Ford $1,517 $142 9%

GSK $1,395 $32 2%

J&J $2,061 $59 3%

Unilever

$1,294 $33 3%

GE $1,575 $69 4%

Sears $1,700 $24 1%

Share of Internet Ad Spend of Total Ad Spend (%)Leading Brand Advertisers, U.S. 2009($ millions)

Radio

Print

Internet

Source: Bain, Forrester, AdAge, KPCB

Page 23: IAB US Presentation - Patrick Dolan for IAB Romania

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Pent-Up Demand for Digital

“As a buyer and as a representative of buyers, there is not a single client saying, ‘I want to spend less in digital.’ Everyone wants to spend more.”-- Quentin George, Chief Digital Officer, Mediabrands

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Direct Response metrics are not Brand metrics

Which metrics are most valuable for brand-building campaigns?

What brand marketers want

What brand marketers get

0

20

40

60%

Brandawareness

#1

#2

#3

Likelihood torecommend

Conversionrates

Clickthrough

Messageassociation

Time spenton page

Viewthrough

Percent of respondents

Purchaseintent

Favorability Recall Uniquevisitors

Adimpressions/

viewsInteraction

rateEngagement

time

Sources: Bain/IAB “Building Brands Online,” 2010, Morgan Stanley, ComScore

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AT&T banner on Hotwired, October, 1994

Lack of Creative Choices

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IAB Responds to the Market

1. Making Measurement Make Sense

2. Reinventing Digital Ad Units

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Which metrics are most valuable for brand-building campaigns?

What brand marketers want

What brand marketers get

0

20

40

60%

Brandawareness

#1

#2

#3

Likelihood torecommend

Conversionrates

Clickthrough

Messageassociation

Time spenton page

Viewthrough

Percent of respondents

Purchaseintent

Favorability Recall Uniquevisitors

Adimpressions/

viewsInteraction

rateEngagement

time

Sources: Bain/IAB “Building Brands Online,” 2010, Morgan Stanley, ComScore

Making Measurement Make Sense

Interactive has no currency

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Industry Takes ActionMaking Measurement Make

Sense

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Objectives & ProgressCross industry taskforce to

create valued brand metrics (Awareness, Purchase Intent, Likelihood to Recommend, Favorability)

Establish measurement governance board

Released Guiding Principles of Digital Measurement (June 13, 2011)

Making Measurement Make Sense

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Five Principles Shift from a “served”  to a “viewable”

impression standard Introduce an online Gross Ratings Point

metric, providing reach and frequency reporting of viewable impressions

Implement a classification system and taxonomy for banner, rich media and streaming video ads

Define, standardize and accredit metrics for view-through reporting and cumulative social activity

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

Making Measurement Make Sense

Page 31: IAB US Presentation - Patrick Dolan for IAB Romania

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The humble beginning

AT&T banner on Hotwired, October, 1994

Reinventing Digital Ad Units