omma display 1015 peter minnium

Making and Measuring Ads that Matter

Peter@iab.net @peterminnium

(to Brand Advertisers)

1

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, Training

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, Training

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, Training

4

IAB Units Predominate

Source: IAB Survey

IAB Standard Units

Other Units

Display Ad Universe

Old Standard Ad Units

5

6

The Rising Stars Program Mobile Rising Stars

Open Call for Entries Agency Working Group Judging

In-Market Evaluation

IAB Standard Ad Unit Portfolio

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

Digital Video Mobile Display

New Standard Ad Unit Portfolio

7

Display Digital Video Mobile

70+% new Rich Media Standard

Cross Screen

Display

IAB Rising Stars

9

Creative Canvasses for Every Goal

The New Display Portfolio

10

BETTER

GOOD

BEST

Micro Bar(88x31)

Button 2(120x60)

Rectangle(180x150)

WideSky-scraper

(160x 600)

Medium

Rectangle(300x250)

Leaderboard (728x90)

11

Look What’s Possible…

Display Rising Stars

Heavy Marketer Adoption

12

Display Rising Stars

Extensive Publisher Support

13

Unique Visitors

Total Internet :

Total Audience 224,020

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

8Wikimedia

Foundation Sites86,221

9 CBS Interactive 82,530

10 Apple Inc. 81,157

11 Turner Digital 80,897

12 Glam Media 78,337

13Comcast

NBCUniversal78,317

14New York Times

Digital75,703

15 Viacom Digital 75,264

16 eBay 70,588

17Federated Media

Publishing65,949

18 Demand Media 63,698

19 VEVO 58,288

20Weather Channel,

The54,078

21 craigslist, inc. 53,251

22 Gannett Sites 50,258

23 Answ ers.com Sites 45,088

24 Tw itter.com 40,310

25 Wal-Mart 39,050

comScore Top 25 Properties (U.S.) March 2012

Total U.S. – Home, Work and University Locations

Source: comScore Media Metrix

Rank Property

Display Rising Stars

Mobile IAB Rising Stars

Winning Submitters Mobile Rising Stars

15

Adhesion Banner

The Mobile Rising Stars

16

Mobile Rising Stars

Pull Full Page Flex

17

IAB Mobile Filmstrip Mobile Rising Stars

Mobile Filmstrip in Action

18

Mobile Rising Stars

19

IAB Mobile Adhesion Banner Mobile Rising Stars

IAB Mobile Slider Mobile Rising Stars

20

Slide Banner To Close AD

Slide Banner To show AD*

Back Slide

* Alternate Top Banner Position

IAB Mobile Pull Mobile Rising Stars

or

21

=

Pull

Pull

IAB Mobile Full Page Flex Mobile Rising Stars

22

INSERT LIVING AD VIDEO

HERE

View All Five at

IAB.net/RisingStarsMobile

Digital Video

IAB Rising Stars

What will replace the “:30 TVC?”

New Standard Ad Unit Portfolio

26

Display Digital Video Mobile

>70% new Rich Media Standard

Cross Screen

27

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, Training

Making Measurement Make Sense

28

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.

www.measurementnow.net

3MS: Five-pillar solution for digital

metrics

Beyond the Click: Key

Metrics

30

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

31

Publishers Advertisers 7

5

4

5

4

4

Ad Units

Publishers

Advertisers

Agencies

Tech Partners

MM Impressions

Analytics Agencies

Ad Partners

Rising Stars Research

32

Outperform in Universal Interaction Rate

Display Rising Stars

+246%

33

+49%

Display Rising Stars

Outperform in Universal Interaction Time

34

2013 Standard Metrics

Clicks

In-view Percentage

In-view Time

Universal Interaction Rate

Universal Interaction Time

Impressions

Existing

New

Making and Measuring Ads that Matter

Peter@iab.net @peterminnium

(to Brand Advertisers)

Thanks Peter@iab.net

#risingstars

@peterminnium