Rising Stars Presentation by Peter Minium

Creative-friendly Ad Formats

“Rising Stars” Update

1

[email protected] 2011

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The Humble Beginning

AT&T banner on Hotwired, October, 1994

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The Humble Ending?

IAB Standard Ad Formats, 16 years later

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The Humble Ending?

A Direct Marketer’s Dream A Brand Marketer’s Nightmare

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Interactive Advertising Needed a Creative

Revolution• “Creative quality is driving 70% of the business impact we’re seeing in our return on advertising.” (P&G)

•Creative agencies and publishers must collaborate to create outstanding marketing and communications products

•Creative teams now must include technologists along with writers and designers, to engage the intellect and emotions of audiences and individuals across all channels, toward the goal of creating enduring brands

•“Causing the heart to beat quick is at least as important as making the mouse click.” (IAB)

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First Step: De-clutter

IAB Standard Ad Formats, 16 years later

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Seven Standard Ad Units

Wisdom of the Crowd

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Involve the Buy-side

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Evaluation Criteria Branding - How well does the ad format

provide a canvas for brand creativity? User Experience - How well does the ad

format positively impact user experience? Functionality – How does the ad format take

advantage of online user behaviors and technologies?

Page Integration – How does the ad format enhance the relationship between the ad and publisher page layout?

Adoption - How easily could the ad format be widely adopted by publishers?

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The IAB Rising Stars IAB Billboard, IAB Filmstrip, IAB

Portrait, IAB Pushdown, IAB Sidekick, and IAB Slider

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Marketer Early Adopters

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IAB Billboard

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IAB Filmstrip

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IAB Portrait

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IAB Pushdown

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IAB Sidekick

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IAB Slider

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Early MetricsIAB Rising Stars

Industry Rich Media Benchmarks

(Unicast Industy Rpt q1-4 ‘10)

Engagement Rate (= ITR + CTR)

10.12% 1.58%

Interaction Rate (ITR)

9.82% 1.43%

Click-Thru Rate (CTR)

0.29% 0.15%

Ad Engagement Time

34, 47, 98 seconds 14 seconds

Ad Display Time

94 seconds 59 seconds

Avg. Video Play Time

24, 17, 23.6 seconds 12 seconds

[email protected]

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Thank [email protected]

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Extra slides…

http://www.iab.net/iab_products_and_industry_services/508676/508767/Rich_Media

http://www.iab.net/iab_products_and_industry_services/508676/508767/Rich_Media

Mobile Rising StarsUpdate

September 2011

[email protected]

Mobile Rising Stars Program Designed to uncover the best creative-friendly ad units in the

mobile ecosystem and make these the first ever IAB-endorsed formats

“Creative Ad Products” for smart-phones and tablets Wisdom of the crowd approach Buy-side working group leading evaluation Criteria:

User Experience - How well does the ad format positively impact user experience? Branding - How well does the ad format provide a canvas for brand creativity? Functionality – How does the ad format take advantage of mobile user behaviors and technologies? Integration – How does the ad format enhance the relationship between the ad and the publisher

content? Adoption - How easily could the ad format be widely adopted across the mobile ecosystem?

Timeline Launch & Call for Entries: IAB Mobile Marketplace July 18 th,

2011 Fuel & manage submission process to ensure support:

ongoing Deadline for submissions: October 15th

Ad Ops Evaluation: November/December Agency Working Group evaluation: January (NYC) Announce Mobile Rising Stars: February 2012 at IAB annual

meeting Build Out: March, April, May 2012 Evaluation Period: June-December 2012 IAB Mobile Standard Ad Formats named: Year-end 2012

Mobile Rising StarsUpdate

September 2011

[email protected]

Next Steps

Now fueling and managing submissions●Six entries already

Please encourage those in your sphere of influence to enter

Thank [email protected]

Mobile Rising Stars Agency Working Group

E.g., Display Judging Grid

E.g, From Display-Standard Ad Formats vs. Rising Stars

Filmstrip

Pushdown

Slider

IAB Standard Ad Formats Display Rising Stars (3 of 6)

2. Do we segment mobile category?

Some ideas I’ve heard on segments include separate categories of standards based on: Browser vs. App; Phone vs. Tablet; Small, Medium, and Large screen; Aspect ratios; Cross-mobile platform; Use-case (tactical vs. immersive, reach vs engagement); High-end vs less “smart” devices

Hypothesis: Call for entries that are mobile device and size agnostic, i.e, Mobile Ad Product Concepts, and require entrants to demonstrate how they could work across platforms (conceptually, not technically)●Agnostic in the sense that they are not device/screen specific, not that they must work on all of them●Focus on concept and not chase screen proliferation

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Known Adopters MSN MSN Money CBS Interactive Fox Sports NBC (Daily Candy, Fandango,

iVillage) Undertone networks AOL CNET CondeNast Business Insider New York Times Washington Post Forbes.com The Atlantic

NPR Hearst (cosmopolitan.com,

esquire.com, goodhousekeeping.com, marieclaire.com, redbookmag.com and seventeen.com.)

Aexp Pub (Travel &Leisure , Food & Wine)

Entertainment Weekly TheStreet Zillow Ziff Davis, Fox News Meredith Corp. Variety WSJ Digital Network Weather YouTube

The IAB Rising Stars

MSFT Interactive Filmstrip

Aol Project DevilUnicast SidekickPictela PushdownGoogle/YouTube

MastheadGenex Slider

IAB Filmstrip

IAB PortraitIAB

SidekickIAB

PushdownIAB

BillboardIAB Slider

See www.iab.net/risingstars for full details

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http://www.iab.net/risingstars

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Creative Unit Name

Initial Dimensions (WxH in

pixels)

Maximum

Expanded

Dimensions

(WxH in pixels)

Max Initial

File Load Size

Max Additional Initial File Load

Size for OBA Self-

Reg Complia

nce (Note 1)

Subsequent Max Polite File

Load Size

Subsequent Max User

Initiated File Load Size

Subsequent Max User Initiated

Additional Streaming File

Size

Max Video &

Animation

Framerate

Maximum

Animation Length

Audio Initiation

Hot SpotZ-index Range

Max Percentag

e of CPU Usage

(relative to end user's computer)

Controls

Website Labeling

Requirements, Font Size, etc.

Submission Lead-Time

Implementation Notes & Best Practices

Medium Rectangle 300x250 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted

not to exceed 1/4 size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.

0 - 4,999 30% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = Top or Right Edge Feature = Closes ad when clicked

ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)

M in 3 business days before campaign start

Rectangle 180x150 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted




M in 3 business days befor campaign start

Wide Skyscraper 160x600 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted





Leaderboard 728x90 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted





Half Page 300x600 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted

"not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio."

0 - 4,999 30% ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)

M in 3 business days before cmapaign start

Button 2 120x60 N/A 20 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted

not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.



Micro Bar 88x31 N/A 10 KB 5 KB N/A N/A N/A 24 fps 15 sec User Initiated (on click: mute/ un-mute) default state is muted




In-Page Video 300x250 180x150 160x600 728x90

300x600 120x60 88x31

N/A 40 KB 5 KB 1.25 MB 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted


40% Contol = "Close X", Play, Pause, Rewind, Volume or Mute; Font = 8pt (11px) - 16pt (21px)

Label = "Advertisement" Font = 8pt (11px) - 16pt (21px)


^Note: 300×250 ads only need to expand to 500×250^^Note: If Video is part of any other rich media uni ts , pol i te download fi le weight should adhere to In-Page Video Limit of 1.2 MB.

Expandable/ Retractable

300x250 180x150 160x600 300x600 120x60 88x31

600x250 600x150 600x600 600x600 600x60 600x31

40 KB 5 KB 80 KB 24 fps Anything up to 15-sec Expansion: 3-sec, if no user interaction & Up to 15-sec within expanded ad

User Initiated (on click: mute/ un-mute) default state is muted


5,000 - 1,999,999

40% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = On Top or Right Edge of Original (nonexpanded/ expanded) unit Feature = Enable Mouse-Off Retraction

Label = "Advertisement" Font = 8pt (11px) - 16pt (21px)


Pop Up or Pop Under

950x550 50 KB 5 KB 100 KB 10 MB 24 fps 15 sec User Initiated (on click: mute/ un-mute) default state is muted


4,000,000 - 4,999,999

40% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = On Top or Right Edge


^^Note: If Video is part of any other rich media uni ts , pol i te download fi le weight should adhere to In-Page Video Limit of 1.2 MB.

Floating 970x250 80 KB 5 KB 160 KB 1.5 MB 24 fps User Initiated (on click: mute/ un-mute) default state is muted


2,000,000 - 2,999,999

40% Control = “Close X”Font = 8pt (11px) - 16pt (11px) Location = Fixed placement at the location of the first completely visible frame

Min 5 business days before campaign start

Between the Page 970x415 80 KB 5 KB 160 KB 24 fps 7 sec User Initiated (on click: mute/ un-mute) default state is muted


N/A Unless the ad covers content on the page, then use range for overlays: 7,000,000+



Push 850x700 50 KB 5 KB 100 KB 100 KB 24 fps User Initiated (on click: mute/ un-mute) default state is muted


5,000 - 1,999,999



Filmstrip 300x600viewable window in which total ad s ize of

300x3000 scrol ls (5-300x600

segments)

N/A 100 KB 5 KB 100 KB 500 KB 100 KB 24 fps 15 sec for SWF30 sec

for video



0 - 4,999 40% If video used, must provide toggles for play/pause and audio On/Off (audio defaults to "off")


M in 5 days before campain start

Example: http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#2

Style Guide:http://www.iab.net/media/fi le/IAB_Fi lmstrip_Style_Guide_v3.pdf

Portrait 300x1050 with

modular specs for including apps

and branding

N/A 5 KB 24 fps User Initiated (on click: mute/ un-mute) default state is muted


5000 - 1,999,999

40% See IAB Portrait Style Guide for details

See IAB Portrait Style Guide for details

M in 5 days before campaign start

The Ris ing Star Portra i t ad unit i s template for including modular apps and provides detai led specs for interactive element s tyles .

Style Guide:http://www.iab.net/media/fi le/IAB_300x1050_style_guide_v2.pdf

Example:http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#3

Slider width of publ isher page by height of

90pxActive ad content

in 950x90

950x550 behind s l ider

bar

50 KB for

s l ider bar

5 KB 100 KB for user-

initiated s l ider

content

10 MB after s l ider

content initiated

24 fps 30 sec User Initiated (on click: mute/ un-mute) default state is muted


5000 - 1,999,999

20-30% after

initial fi le load

60% spike in

fi rst 5 sec acceptab

le

Click or rollover initiates slider content.Must contain "Close X" in top right corner of ad.Frequency cap of 1 per day (publisher decision)

none Min 5 days before campaign start

Include an 1x1 a l t image to track unsupported ad loads


Style Guide:http://www.iab.net/media/fi le/IAB_Sl ider_Specs_Final .pdf

Billboard N/A 970x250 50 KB 5 KB 1 MB 1.5 MB for SWF

10 MB for non-

YouTube served video

or 10 MB both

SWF/Video combined

Streaming not accepted

24 fps 30 sec User Initiated (on click: mute/ un-mute) default state is muted


5000 - 1,999,999

40% Close X collapses ad 100% when click, with "show ad" button available that expands ad upon click.Video must include: progress bar, play/stop/pause, mute/unmuteVideo may also include: "Click to Play," "Click to Continue," "Replay" buttons


Recommend 50 KB backup image whi le 1 MB pol i te load is in progress


Style Guide:http://www.iab.net/media/fi le/IAB_Bi l lboard_Style_Guide.pdf

Pushdown 970x90 970x415 60 KB 5 KB 150KB for Flash 1.5 M

for Video

1 MB for Flash 2.2 for

Video

unl imited 24 fps 20 sec User Initiated (on click: mute/ un-mute) default state is muted


5000 - 1,999,999

40% close button on expanded pushdown, initiated by click. Uniitiated expand closes and collapsed ad provides expand button that can be initiated with a click



Style Guide:http://www.iab.net/media/fi le/IAB_970x90_style_guide_v2.pdf

Sidekick 300x250 with

options for

300x600 and

970x250

850x700 50 KB 5 KB 100 KB 100 KB 24 fps 15 sec for SWF30 sec

for video



5000 - 1,999,999

20-30% after

initial fi le load

60% spike in

fi rst 5 sec acceptab

le

If video used, must provide toggles for play/pause and audio On/Off (audio defaults to "off")



Style Guide:http://www.iab.net/media/fi le/IAB_Sidekick_Style_Guide.pdf

Guidelines last updated: 09/14/2011

Notes:

1. Guidelines have been established for self-regulation for companies who use Online Behavioral Advertising. http://www.aboutads.info/participants

Interactive Advertising Bureau - Display Advertising Creative Format Guidelines Quick Reference Guide

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RM Guidelines in Revision

Format Category

Format (WxH)

Max Initial

Load File Size

*

Add’l File

Weight (Polite

Download)

Flash Specifi

cs

Audio Initiati

on

Maximum

Animation

Length

Controls

Web Site Labeling & Other Items

In-Page Video Units

See IAB Ad Unit

Guidelines, for

example, 300x250 40 KB 1.2MB** 18 fps

User

Initiated

(on click)

Anything up

to 15

seconds

• Control =

“Close X”, Play,

Pause, Rewind,

Volume

• Font = 16 pt

• Label =

“Advertiseme

nt”

• Font = 16 pt

Expandable/ Retractable Units

User-initiated

Expandable Ads:

See IAB Ad Unit

Guidelines.

Landing Spots:

Maximum width of

2X the initial ad

size* 40 KB 80 KB 18 fps User

Initiated

(on click)

Anything up

to 15

seconds

• Control =

“Close X”

• Font = 16 pt

• Location = On

Edge of Original

(non-

expanded/ expan

ded) unit

• Feature =

Enable Mouse-Off

Retraction

• Label =

“Advertiseme

nt”

Font = 16 pt User-initiated

Retractable Ads:

Maximum width of

600 pixels.

Landing Spots: See

IAB Ad Unit

Guidelines

Expansion:

• 3 seconds,

if no user

interaction

• Up to 15

seconds

within ad

Pop-Up or Pop-Under Units

Pop-ups: 250x250;

300x250

40 KB 80 KB 18 fps User

Initiated

(on click)

Anything up

to 15

seconds

Provided by

Browser Window

See IAB Pop-

Up

Guidelines for

more details

Pop-up Large:

550x480

Pop-under:

720x300

Floating Units

Variable 80 KB 160 KB 18 fps

User

Initiated

(on click)

Floating:

• 10 seconds

max, if no

user

interaction

• Up to 15

seconds

within ad

• Control =

“Close X”

• Font = 16 pt

• Location =

Fixed placement

at the location of

the first

completely

visible frame

• Label =

“Advertiseme

nt”

• Font = 16 pt

Landing Spots for Not Applicable

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Global Implications• It’s a small (digital) world• Microsoft, Google/Doubleclick,

AOL, Mediamind/Unicast/Pointroll• UK, Germany, Mexico, Canada,

Australia…

• Do our major common members want global standards to include “creative friendly” RM formats?• If yes, are these a good place to start?

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We’re in Adoption Mode

Developed in 2010 Announced in February 2011 March-June 2011 “Build-out” In-market evaluation 2nd half 2011

Ecosystem adoption and consumer engagement data New IAB U.S. Standards named end 2011 (N.B. Mobile Rising Stars now ongoing!)

Rising Stars Presentation by Peter Minium

Technology

Transcript of Rising Stars Presentation by Peter Minium