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
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
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
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