things you might want to know about iab… · colgate are already using the billboard and the...
TRANSCRIPT
![Page 1: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/1.jpg)
![Page 2: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/2.jpg)
![Page 3: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/3.jpg)
![Page 4: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/4.jpg)
![Page 5: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/5.jpg)
![Page 6: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/6.jpg)
![Page 7: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/7.jpg)
![Page 8: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/8.jpg)
BETTER
GOOD
BEST
Micro Bar(88x31)
Button 2(120x60)
Rectangle(180x150)
WideSky-scraper
(160x 600)
Medium
Rectangle(300x250)
Leaderboard (728x90)
![Page 9: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/9.jpg)
![Page 10: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/10.jpg)
IAB Display Rising Stars
Enabling Storytelling Globally
Jennifer Creegan General Manager Display Advertising Experiences
Microsoft Advertising
![Page 11: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/11.jpg)
Filmstrip Billboard Pushdown
Sidekick Slider Portrait
![Page 12: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/12.jpg)
Filmstrip A powerful canvas for all industries
![Page 13: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/13.jpg)
Over 7 minutes
average ad
exposure
MSN ITALY
![Page 14: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/14.jpg)
5X the interaction
rate of other 300x600
executions
MSN FRANCE
![Page 15: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/15.jpg)
A broad-canvas
display of user-
initiated film clips
and trailers
MSN NETHERLANDS
![Page 16: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/16.jpg)
Created user
awareness &
excitement for the
launch of a new
phone
MSN HONG KONG
![Page 17: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/17.jpg)
Bringing the
Disney brand
story to life
online…
MSN CANADA
![Page 18: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/18.jpg)
MSN CHILE
The movement
of the ad unit
helps tell the
story
![Page 19: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/19.jpg)
MSN NETHERLANDS
Content
adjacency creates
a seamless user
experience
![Page 20: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/20.jpg)
![Page 21: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/21.jpg)
![Page 22: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/22.jpg)
![Page 23: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/23.jpg)
IAB Rising Stars Mexico Presentation October 2012, New York Gabriel Richaud - Managing Director
![Page 24: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/24.jpg)
Rising Stars – Perspective in Mexico
Rising Stars initial adopters in Mexico have realized their benefits in terms of creativity and innovation.
![Page 25: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/25.jpg)
Initial Adopters
Major brands like Colgate, Grupo Modelo, Coca-Cola, Telcel and Colgate are already using the Billboard and the Filmstrip units, with
very positive feedback
![Page 26: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/26.jpg)
Rising Stars – Perspective in Mexico
During the Mexican political campaigns for the presidency and previous to the elections in July 2012, some political parties explored the billboard unit.
![Page 27: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/27.jpg)
Rising Stars – Perspective in Mexico
“Prodigy MSN is fully committed to the Rising Stars and all the formats are already available. Once the agencies and advertisers understood the format, the development process has been quickly” There is an important challenge to show the advertisers the full creative potential of the RS as a tool for branding” Jorge Pedrero Trade Marketing Manager Prodigy MSN
![Page 28: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/28.jpg)
Rising Stars – Perspective in Mexico
“There is an important opportunity to continue improving the RISING STARS adoption in Mexico The advertisers are yet to discover that the Rising Stars are easy to produce and implement” Areli Gutiérrez MediaMind Country Manager
![Page 29: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/29.jpg)
Rising Stars – 2012/2013
2012 2013
• March 2012 Innovation Day Future of Display Peter Minnium conference In Mexico City. 150 attendees.
• July 2012 IAB Conecta 2012 David Doty conference 1500 attendees
• Integration to other key activities of IAB México
![Page 31: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/31.jpg)
![Page 32: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/32.jpg)
Scaling Rising Stars
![Page 33: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/33.jpg)
59% of Americans say they distrust the internet because
there are too many ads
A vision for consumer-friendly advertising
Source: Harris Interactive Study, July 2012
![Page 34: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/34.jpg)
Source: Devil benchmarks from 1H12 Performance Benchmark Report, AOL Internal Data;
AOL’s Project Devil/IAB Portrait puts the consumer 1st
VIDEO GALLERY
PHOTO GALLERY
MEDIA GALLERY
360 ROTATION
PRODUCT SHOWCASE
PREMIUM CIRCULAR
WINDOW SHOPPER
CAR CUSTOMIZER
COUPONS RECIPES GROCERY E-CIRCULAR
STORE LOCATOR
DOWNLOAD CONTENT
SYNDICATED CONTENT
PROFILER QUIZ
POLL RSS FEEDS SLIDING PUZZLE
YOU TUBE GALLERY
FACEBOOK TWITTER PINTEREST
![Page 35: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/35.jpg)
3.8x Industry
Standard
2x Industry
Standard
2x Industry
Standard
4.89% INTERACTION RATES
VS 2.41% INDUSTRY STANDARD
Source: Devil benchmarks from 1H12 Performance Benchmark Report, AOL Internal Data;
DoubleClick Benchmarks, Global advertisers, Jan 2010 – December 2010
24 SECOND AVERAGE INTERACTION TIME
VS 11.3 SECOND INDUSTRY STANDARD
161 SECOND AVERAGE EXPOSURE TIME
VS 42 SECOND INDUSTRY STANDARD
INDUSTRY STANDARD PICTELA
Consumer friendly works
![Page 36: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/36.jpg)
Scaling the Format
Page 35
![Page 37: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/37.jpg)
36
Step 1: Create the framework for repeatability
Hotspots in an image gallery entice the user to engage
Keep image text-free, place copy in caption box
How-to videos in the second modules get a lot of views in CPG units
Thumbnail images with no text garner more clicks and hovers
Clean and simple logos attract the most attention
App 3 is the best place to get users to Learn More-with custom content feeds or syndicated feeds
![Page 38: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/38.jpg)
TECH / TELCO 5.04% ITR
CPG 5.95% ITR
AUTO 3.78% ITR
RETAIL 7.59% ITR
ENTERTAINMENT 5.27% ITR
Source: Devil benchmarks from 1H12 Performance Benchmark Report, AOL Internal Data;
Step 2: Create advertiser focus
![Page 39: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/39.jpg)
Step 3: Build a multi-screen creative platform
![Page 40: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/40.jpg)
Step 4: Serve the format everywhere
![Page 41: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/41.jpg)
Templates mean no errors!
Step 5: Standardize your insights
ITR% Avg. Int Time Exposure Time
Browser 4.89% 24s 161s
Mobile 2.15% 7.8s 15s
Tablet 3.21% 15s 45s
![Page 42: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/42.jpg)
300X250 300X1050 DEVIL XL 728X90 EXPANDABLE
970X90 / 970X66 PUSHDOWN
300X600 FILMSTRIP
Step 6: Continue to innovate
![Page 43: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/43.jpg)
Powered by Pictela
Page 42
![Page 44: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/44.jpg)
![Page 45: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/45.jpg)
Harnessing the Power
of the Rising Stars
10/03/12
Graham Harris
Sr. Director, Product Marketing
![Page 46: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/46.jpg)
Creative Trends – Macro View
![Page 47: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/47.jpg)
Where we were
• Limited flexibility/standards for ad formats
• Annoying users drove “banner blindness” • Irrelevant to the user
• Boring creative and limited functionality
• Limited channels for distribution
• Antiquated performance measurement
![Page 48: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/48.jpg)
Where we are going
• Innovative and flexible ad format standards
• Personalized creative for 1:1 dialog
• Engaging with users across various devices • Designing specifically for interactive
• Functional creative to drive engagement
• Modernizing performance measurement
![Page 49: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/49.jpg)
Thank you
![Page 50: Things you might want to know about IAB… · Colgate are already using the Billboard and the Filmstrip units, with ... RS as a tool for branding” Jorge Pedrero ... Step 1: Create](https://reader033.vdocuments.us/reader033/viewer/2022042022/5e79d1bdaf489c63db4f25df/html5/thumbnails/50.jpg)