Martin van der Meij - De zin en onzin omtrent Automated Trading
Iab interactive ad_iq_survey_presentation_final
1. 2011 Interactive Ad IQ Survey
IAB Annual Leadership Meeting
Tuesday, March 1, 2011
2. Purpose of the Interactive Ad IQ Survey
Are we demonstrating and
g
Interactive articulating the value of new
advertising ad platforms so that buyers
platforms and
l tf d feel comfortable buying?
technologies have
advanced faster Do we have an effective
than our method for identifying
knowledge qualified talent and
and skills. maintaining important
interactive advertising skills?
1 IAB 2011 Interactive Ad IQ Survey Results !@#
3. Focus on articulating value of advertising platforms
75%
of respondents
said that buying
and selling within
How comfortable are you social media and mobile
platforms is important
important.
articulating th value of …
ti l ti the l f
1/4
of these respondents were
not comfortable
articulating the value.
2 IAB 2011 Interactive Ad IQ Survey Results !@#
4. Focus on articulating value of advertising platforms
How comfortable are you
articulating the value of …
Search Exchanges/DSPs
g Online Video
34% 34% 19%
of publishers of marketers and of all respondents
expressed discomfort. agencies expressed expressed discomfort.
discomfort.
50% 85%
important important
3 IAB 2011 Interactive Ad IQ Survey Results !@#
5. Key gaps in industry knowledge and skills
35%
able
Privacy
Yield standards
Not comforta
30%
management
Performance
metrics
Discrepancy
p y
management Inventory
optimization
Voluntary
standards
t d d
25%
…
0%
0% … 50% 60% 70%
Important
4 IAB 2011 Interactive Ad IQ Survey Results !@#
6. Using performance data
Using performance data
63% said this is important.
40%
35%
30%
fortable
25%
20%
Not comf
15%
10%
5%
0%
Offline data suppliers Client sales data Ad effectiveness Server-side Syndicated audience
studies web analytics measurement
5 IAB 2011 Interactive Ad IQ Survey Results !@#
7. Managing yield and optimizing inventory
Managing inventory yield Optimizing inventory
56% said this is important. 64% said this is important.
40% 28%
35% 27%
Not comfortable
Not comfortable
30%
26%
25%
25%
20%
24%
15%
23%
10%
5% 22%
0% 21%
Using yield Operationalizing Optimizing Optimizing Using website
management tools yield management content price analytics
practices
6 IAB 2011 Interactive Ad IQ Survey Results !@#
8. Complying with standards
Voluntary IAB ad standards and guidelines Privacy principles
61% said these are important. 64% said these are important.
50% 40%
45%
23%
35% role in
40% compliance
30%
Not comfortable
Not comfortable
35%
30% 25%
25% 20%
20% 15%
15%
10%
10%
5% 5%
0% 0%
VPAID VAST Network and CLEAR ad notice Self–regulatory
(video player (video ad exchange QA principles for
ad interface survey guidelines online behavioral
definitions) template) advertising
7 IAB 2011 Interactive Ad IQ Survey Results !@#
9. Managing constraints and clearing discrepancies
35%
30%
25%
ble
Not comfortab
20%
Sell-side
15%
Buy-side
10%
5%
0%
Managing Comparing Resolving
constraints census to samples discrepancies
8 IAB 2011 Interactive Ad IQ Survey Results !@#
10. There were 642 respondents
Research,
other Less than
13% C-level 1 year 14%
executive
(CXO) 1–3
1 3
11% years
Manager More than 15%
or staff 10 years 28%
Vice
Marketers, 32%
president
agencies Publishers 3–5
24%
27% 60% years
5–10 22%
Director years 31%
33%
Entities
E titi Title
Titl or R l
Role Experience
E i
31% 19%
50–250 employees 1,001–9,999 employees
13% 19% 17%
1 49
1–49 employees 251 1,000
251–1,000 employees 10,000
10,000+ employees
9 IAB 2011 Interactive Ad IQ Survey Results !@#
11. Respondents want training
Approx. Staff/Mgr.
More than
65% Director
VP
60%
say there are not
CXO
enough training
options. 40% 50% 60% 70%
want more
training Only
l Staff/Mgr.
for
55%
Director
themselves VP
or their have enough time CXO
for training.
colleagues. 45% 50% 55% 60% 65%
10 IAB 2011 Interactive Ad IQ Survey Results !@#
12. IAB’s commitment
Develop training
p g Improve industry skills:
Better articulate the value: ► Performance metrics
Priority 1 ► Social media
► Mobile
► Inventory optimization
► Yield management
► Video ► Voluntary ad standards
► Search (sell-side) ► Privacy standards
► Exchanges/DSPs (buy-side) ► Discrepancy resolution
Establish industry knowledge certifications
► Determine how certifications can help hiring managers
p g g
Priority 2 identify and qualify candidates for certain roles
► Design certification offerings to accompany key
training programs
11 IAB 2011 Interactive Ad IQ Survey Results !@#
13. How did your company stack up? For details …
Learn more about the survey at:
iab.net/AdIQ
Get in touch with Michael Theodore
michael@iab.net for more information.
• To get a customized briefing
• To learn how to get your people trained
• To have more of your team test their skills
with the Interactive AdIQ Survey
Scan the code with a mobile device.
Don’t have a scanner? Go to get.neoreader.com to download a free scanner.
12 IAB 2011 Interactive Ad IQ Survey Results !@#
