Randall Rothenberg, actualmente, CEO y Presidente de IAB (Interactive Advertising Bureau), a nivel global, organización comprometida con el desarrollo de la industria del Mercadeo y la Publicidad Digital, con presencia en más de 23 países alrededor del mundo habla sobre el estado de la publicidad digital en Colombia.
En 2007, fue Director Senior de Capital Intelectual de Booz Allen Hamilton, en la cual supervisó las Áreas de Desarrollo de Negocios, Gestión de Conocimientos y Actividades de Liderazgo del Pensamiento. Antes de ingresar a Booz Allen, donde superviso el desarrollo de negocios, gestión del conocimiento y pensó en actividades de liderazgo. Así mismo trabajó en el diario The New York Times, como editor de tecnología y editor de política de la revista dominical, escribió una columna diaria sobre publicidad, y fue reportero de medios y marketing.
Es autor de la obra Where the Suckers Moon: An Advertising Story, una crónica acerca del nacimiento, evolución y muerte de una campaña publicitaria. Obtuvo un título en estudios clásicos de la Universidad de Princeton y en la actualidad reside en la ciudad de Nueva York.
Rothenberg trabajó seis años en el The New York Times, donde fue editor de economía y política. Durante 10 años, fue columnista de marketing y medios para Advertising Age y continuo con esta labor en su blog www.randallrothenberg.com.
7. IAB Invented the Modern
Digital Ad Industry
7
IAB UK launched
first international
IAB
First XMOS
Study
IAB Universal Ad
Package Updated
IAB MIXX Awards
Celebrate Digital
Creativity
Video Ad Creative
Guidelines
Published
Digital Video
Measurement
Guidelines
Released
First Industry
Ts and Cs
IAB Long Tail
Alliance Formed
Video Ad Serving
Template
Released
First Internet
Ad Revenue
Report
First Universal Ad
Standard Portfolio
Released
IAB Defines the
“Impression”
First IAB Privacy
Guidelines Issued
Impression
Measurement
Standards
Released
IAB
Launches
Training
Program
Public Policy
Office Opened
IAB Publishes
Mobile Buyers
Guide
Privacy Matters, first
Ever Consumer Privacy
Campaign Released
Ad Ops Council
releases QAG
Creation of
MMCOE (Mobile
Marketing Center
of Excellence
MRAID, or
“Mobile Rich
Media Ad
Interface
Definitions” is
released
3MS initiative
launch
First Digital
Media Sales
Certificant
Creation
of Ad
Technology
Council
Quarterly Revenue Growth Trends, in Billions 1996–2012
1996 1997 1998 2000 2001 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
IAB Rising
Stars
launch
IAB Oversees
Digital Content
NewFronts
SafeFrame
Release
9. Members Are Leaders
IAB Committees and Councils are comprised of some of the brightest minds in
their space, and help drive the industry forward by developing standards,
guidelines, best practices, whitepapers, buyer’s guides, and other services
• Audio Committee
• B2B Committee
• Digital Video Committee
• Games Committee
• Interactive Television Committee
• Local Committee
• Mobile Advertising Committee
• Networks and Exchanges Committee
• Performance Committee
• Social Media Committee
• Tablet Committee
Committees
• Ad Ops Council
• Ad Technology Council
• CFO Council
• Data Council
• Legal Affairs Council
• Multicultural Council
• Public Policy Council
• Research Council
• Sales Executive Council
Councils
9
11. Colombia: Enormous Digital
Growth Potential
11
Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013;
Fuente: EGM 2 Ola 2013; Flurry Analytics, Jan 2012-Jan 2013, countries with at least 500,00 active devices Jan 2012
• 25mm total unique internet users
• 70% of the population connected to
the internet in past three months
• 43% Colombian users are 15-24
years old vs. LatAm average 32%
• 89% connected to the internet at
home
• 68% recall seeing online advertising
and can name various formats
• Colombians lag Latin America in
online time spent (17.2 hours
average vs. 24.6 hours average)
12. Colombia: A Growing Mobile
Powerhouse
12
• Fourth largest mobile market in
LatAm: 24mm unique subs
• Will move into “fast grower”
mobile broadband segment by
late 2015
• Highest 3G coverage in LatAm –
96%
• The fastest growing global
smartphone market: devices
grew 278% in 2013
• 91% of mobile users access
internet via their phones
Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013;
Fuente: EGM 2 Ola 2013; GSMA, Mobile Economy Latin America 2013
13. Digital Is Now the U.S.’s
Second Largest Ad Medium
13
Broadcast Television *
Internet
Cable Television **
Magazines ***
Newspaper
Radio
Out of Home
Video Games
Cinema $700.0
$800.0
$7,500.0
$16,100.0
$19,400.0
$22,800.0
$32,500.0
$36,600.0
$39,6
Advertising spend† of key media in 2012 (in Billions)
† The total U.S. advertising market includes other segments not
charted here.
* Broadcast Television includes Network, Syndicated and Spot
television advertising revenue.
** Cable Television includes National Cable Networks and Local
Cable television advertising revenue.
*** Magazine includes Consumer and Trade magazines.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
14. ‹Nº›
MMA & IAB Overview
Digital Advertising: Growing 13x
Faster Than U.S. Economy
14
CAGR*:
19.7%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
$36,570.0
$31,735.0
$26,041.0
$22,661.0
$23,448.0
$21,206.0
$16,879.0
$12,542.0
$9,626.0
$7,267.0
• Digital
advertising
grew 15.2% in
2012
• 2012 annual
revenues
increased on a
year-over-year
percentage and
dollar basis.
• The 19.7%
CAGR* has far
outpaced U.S.
real GDP
growth of
1.5%** over the
same 10-year
period.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
15. ‹Nº›
MMA & IAB Overview
Internet Ad Growth Outpaced All
Media Over Past 8 Years
15
$0
$12,500
$25,000
$37,500
$50,000
2005 2006 2007 2008 2009 2010 2011 2012
Broadcast Television * Internet Cable Television **
Newspaper Radio
Advertising revenue market share by media, 2005-2012 ($ billions)
• Two forms of media have
positive compound annual
growth rates (CAGR)
between 2005 through 2011:
Cable Television at 4.6% and
Internet at 16.5%.
• In every year since 2005, the
annual growth rates of
Internet advertising have
exceeded those of other
advertising media.
• Internet advertising has
experienced double-digit
annual growth in every year
except 2009; no other media
has experienced double-
digit growth in any year.
*Broadcast Television includes Network, Syndicated and Spot television advertising revenue.
**Cable Television includes National Cable Networks and Local Cable television advertising revenue.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
18. IAB 201418
Fraudulent Traffic Has Reached Crisis
Proportions
• At least 22% of digital display advertising traffic worldwide is driven by
bots*
• Estimated $6-10 billion is lost to advertising fraud alone each year.*
• Bot Traffic on pace to waste $9.5 Billion in 2013 on advertising***
*Source: Adometry, October 20, 2010, Internet Retailer, January 26, 20133
**Source: InfoSecurity, February 15, 2012
***Solve Media’s quarterly Bot Traffic Market Advisory update, Q2 2013 (based on 230M human verifications across 6500 publishers)
13% of US
homes and up to
9% of
workplaces are
infected with
bots**
19. IAB 2014
Consistent methodology across media
Real-time measures for optimization
Ability to understand competitive landscape
Integration with proprietary platforms/process
Ability to use as currency for buying/selling
Availability in key international markets 23
47
59
69
69
73
10
20
21
28
37
32
Very critical Extremely critical Total
13%
41%
32%
Total
20%
49.3%
2016
2013
19
Source: 2013 ANA/Nielsen Integrated Multi-Screen Survey
Multi-Screen
Buys Expected
to Grow
What is the single
biggest issue
regarding multi-screen
advertising that keeps
you up at night?
Measurement!
41%
38%
27%
13%
Base: Total = 212; Client-Side=86; Agencies=55; Media Sellers=67
How critical is each of these to you for integrated
multi-screen measurement?
13%
Brands Require – But Media Lack
– a Common Currency
20. IAB 2014
0%
18%
35%
53%
70%
2005 2006 2007 2008 2009 2010 2011 2012 1H 2013
13%
5% 4% 4% 4% 5% 4% 2% 2%
41%
47%
51%
57% 59%
62%
65% 66% 65%
46% 48%
45%
39% 37%
33% 31% 32% 33%
CPM Performance Hybrid
20
Persistent Pressure on Publisher
Revenues
Source: 1st Half 2013 IAB/PWC Digital Ad Revenue Report!
*Source: AOL / Ad Exchanger 2013!
CPM Data Courtesy of SQAD
CPM Buys Declining
41%
13%
Programmatic Solutions Further
Reduce Ad Revenue*
13%
95
97
100
102
104
January April July October
97.6551
96.844196.749
95.69895.444595.4083
96.498596.429196.5627
97.158797.136
96.220196.211196.294896.470696.568796.553696.5883
Composite 2010 Composite 2011
Composite 2012 Composite 2013
CPMs Flat to Declining
21. IAB 201421
Digital Still Not Considered a
Brand-Building Medium
etail
vices
com
Auto
ucts
avel
oods
care
edia
ment
4%
5%
6%
7%
9%
8%
12%
11%
13%
20%
4%
5%
5%
6%
8%
9%
11%
12%
13%
22%
2011
2012
Internet ad revenues by major industry category*, 2011 vs. 2012
• Retail advertisers, despite
an overall decline, continue
to represent the largest
category of internet ad
spending, accounting for
20% of revenues in 2012,
down from the 22% reported
in FY 2011.
• Automotive advertisers
accounted for 12% of
revenues in 2012, up from
the 11% reported in FY 2011.
• Consumer Packaged Goods
represented 7% in 2012, up
from the 6% reported in FY
2011.
• Pharma/Healthcare
accounted for 6% of
revenue in 2012, up from the
5% reported in FY 2011.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
26. Protecting Privacy Through
Self-Regulation
26
Digital Advertising Alliance
IAB in Washington
• Advertising self-regulation
• Online behavioral
• Children’s privacy
• Blogger disclosure rules
• IP piracy
• Political advertising
• Mobile apps and ads
• Global self-regulatory harmonization
and data standards
28. Viewability: The New Currency
for Online Advertising
28
Buyers and Sellers establishing new currency for digital media
based on traditional media criteria
1. Assess Impact of Viewable Impression
2. Establish Digital GRP
3. Create Ad Classification System
4. Define Standards-Setting Structure
Traditional Media GRPs Digital Media Impressions
Brand Metrics
(Reach and Frequency)
30. Rationalizing Programmatic
Buying…
30
!
!
● Confusion over
terminology
● Limited transparency
● Lots of middle men
● Sellers’ strategic
challenges (sales, bus
model, yields)
● Lack of clear technical
standards & guidelines
Significant growth Uncertainty in market
31. …Through Education &
Standards
31
IAB
Market Education
and Clarity
IAB
Solving
Operational
Issues
• Establish market clarity & education on programmatic
!
• Thought-leadership research study to provide an
effective roadmap to “programmatic” capabilities
!
• Identifying and addressing mobile programmatic
issues
• Digital automation – standardize common datasets
for IOs, media plans & invoices
!
• Open RTB - Supports development of OpenRTB
specs
!
• QA Guidelines reflect programmatic disclosures
32. IAB Digital Media Sales
Certification
32
A client wants to serve different creative to consumers based on their
exposure to the digital advertising campaign. Which of the following
solutions should be recommended?!
A) Connected TV
B) Keyword Targeting
C) Sequential Messaging
D) Demographic Targeting
Sample question
36. Source: IAB Rising Stars Research with IPG MediaLab, Feb. 2012
Rising
Stars
vs
Standard
IAB
Units
Universal
Interac4on
Time*
0.00
4.00
8.00
12.00
16.00
Rising
Stars Standard
7.8854
15.845
36
200% More
Interaction for
Rising Stars
*Universal Interaction Time is defined as the average length of a time that a user’s mouse enters frame of ad and is active
(not parked) for 0.5 seconds or longer and ends when the mouse leaves the ad frame, or 60 seconds, whichever happens
first.
Users Spend 2x More Time With Rising
Stars Ads
40. Creative:
Mobile Rising Stars: Driving Adoption Mobile Ad Creators’ Guide Tablet Ad Sizes
Promote Multi-Screen Advertising
IAB Mobile Center Agenda
Measurement:
Mobile and Cross-Media Audience Measurement Town Hall Mobile Engagement Metrics Definitions
Public Policy/ Regulation:
Self-Regulatory Program Lobbying DC Fly-In Event
Operations:
Mobile Discrepancies Industry Round Table Future of the Cookie/Identifiers Driving MRAID Adoption
Education and Evangelization
Mobile Cross-Media Ad
Effectiveness Research
Mobile Video
Agency Day
Mobile and Industry
Verticals (fast food,
financial, CPT, auto, etc.)
Local Search White
Paper
40
41. IAB International Membership
Program
• Participate in our 20 Committees and Councils!
!
• Help establish critical technical standards and operating best practices!
!
• Bring IAB Sales Certification training and accreditation to your markets!
!
• Partner on market-making research and thought-leadership publishing!
!
• Market your successes through the new, curated IAB Global Website
and App!
!
• Assert leadership through an enlarged IAB International Steering
Committee!
!
• Build your events businesses with programming and support from the
IAB Events team
These Benefits
Are Free for !
IABs & Your
Most Involved
Members
42. 42
1. Adopt the IAB Viewability Standard
Five First Steps for You
2. Adopt IAB Rising Stars ad formats
3. Protect consumers with privacy self-regulation
4. Take the IAB Digital Certification Exam
5. Join & create best practices with IAB International