Things you might want to know about IAB… · Colgate are already using the Billboard and the...
51
Transcript of Things you might want to know about IAB… · Colgate are already using the Billboard and the...
BETTER
GOOD
BEST
Micro Bar(88x31)
Button 2(120x60)
Rectangle(180x150)
WideSky-scraper
(160x 600)
Medium
Rectangle(300x250)
Leaderboard (728x90)
IAB Display Rising Stars
Enabling Storytelling Globally
Jennifer Creegan General Manager Display Advertising Experiences
Microsoft Advertising
Filmstrip Billboard Pushdown
Sidekick Slider Portrait
Filmstrip A powerful canvas for all industries
Over 7 minutes
average ad
exposure
MSN ITALY
5X the interaction
rate of other 300x600
executions
MSN FRANCE
A broad-canvas
display of user-
initiated film clips
and trailers
MSN NETHERLANDS
Created user
awareness &
excitement for the
launch of a new
phone
MSN HONG KONG
Bringing the
Disney brand
story to life
online…
MSN CANADA
MSN CHILE
The movement
of the ad unit
helps tell the
story
MSN NETHERLANDS
Content
adjacency creates
a seamless user
experience
IAB Rising Stars Mexico Presentation October 2012, New York Gabriel Richaud - Managing Director
Rising Stars – Perspective in Mexico
Rising Stars initial adopters in Mexico have realized their benefits in terms of creativity and innovation.
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
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.
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
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
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
Scaling Rising Stars
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
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
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
Scaling the Format
Page 35
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
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
Step 3: Build a multi-screen creative platform
Step 4: Serve the format everywhere
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
300X250 300X1050 DEVIL XL 728X90 EXPANDABLE
970X90 / 970X66 PUSHDOWN
300X600 FILMSTRIP
Step 6: Continue to innovate
Powered by Pictela
Page 42
Harnessing the Power
of the Rising Stars
10/03/12
Graham Harris
Sr. Director, Product Marketing
Creative Trends – Macro View
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
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
Thank you
