Presentación de Peter Minnium en IAB Conecta 2013
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Presentación de Peter Minnium, Head of Brand Innitiaves IAB
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Presentación de Peter Minnium en IAB Conecta 2013
- 1. Business10
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- 9. To help ignite the long-promised, but rarely delivered, creative revolution in digital advertising
- 10. Agenda 1. IAB Rising Stars 2. Making Measurement Make Sense
- 11. 1. IAB Rising Stars Update
- 12. Standard Ad Units (c. 2011) 12
- 13. 13 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
- 14. IAB Ad Unit Portfolio 14 New Standard Display Mobile >70% new! Rich Media Standard! Cross Screen! Digital Video
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- 17. Creative Canvasses for Every Goal 17 BETTER GOOD BEST Micro Bar (88x31) Button 2 (120x60) Rectangle (180x150) Wide Sky-scraper (160x 600) Medium Rectangle (300x250) Leaderboard (728x90) Display Rising Stars
- 18. Beyond the Click: Key Metrics 18 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
- 19. Publishers Advertisers7 5 4 5 4 4 Ad Units Publishers Advertisers Agencies Tech Partners MM Impressions AnalyticsAgencies Ad Partners Rising Stars Research 19
- 20. 20 +49%! Display Rising Stars Outperform in Universal Interaction Time
- 21. 21 Outperform in Universal Interaction Rate Display Rising Stars +246%!
- 23. Invite & Engage Cross-Screen 23 Mobile Rising Stars Pull
- 25. Digital Video Rising Stars What will replace the “:30 TVC?”
- 26. Winning Concepts 26 Digital Video Rising Stars Ad Control Bar CTA to interactVideo ad plays Multiple interactive panels Full Player MORE CTA to interactVideo ad plays Multiple interactive panels Extender WATCH MORE Video ad continuesCTA to extend videoVideo ad plays LEARN MORE CTA to interactVideo ad plays Scrollable interactive panels Film Strip TimeSync Synced CTA panel, e.g. :10 Synced CTA panel, e.g. :05Video ad plays Expanded interactive panel
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- 28. IAB Ad Unit Portfolio 28 New Standard Display Mobile >70% new! Rich Media Standard! Cross Screen! Digital Video
- 29. 29 Look What’s Possible… Display Rising Stars
- 30. 2. Making Measurement Make Sense (3MS) Update
- 31. 3MS: What is it? 31 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.
- 32. 3MS: Five-pillars for digital metrics 32 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
- 33. 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 33 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
- 34. 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 34 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
- 35. 35 2014 Standard Metrics(?) Clicks In-view Percentage In-view Time Universal Interaction Rate Universal Interaction Time Impressions
- 36. 36 Making and Measuring Ads that Matter (To Brand Marketers) July 2013 @peterminnium Thank you