Wednesday, June 8, 2011
IAB Rising Stars Early Adopters Include Three Dozen Blue-Chip Brands & Dozens of Major Web Sites

Groundbreaking Ad Formats Power Innovation and Brand-Building in Digital Display Advertising

NEW YORK, NY (June 8, 2011) — Thirty-six top-tier advertisers—including GM, Home Depot, Kraft, Procter & Gamble, Unilever and Universal Pictures—have implemented one or more of the six new IAB Rising Stars ad units to tell their brand stories. This milestone was announced today by the Interactive Advertising Bureau (IAB) at the IAB Innovation Days @ Internet Week “The Future of Display” conference. These cutting-edge canvases, tailor-made to inspire creativity in digital brand advertising, have also gained traction in the ad sales community as major publishers—including AOL, CBS Interactive, Hearst, MSN, NBC and Ziff-Davis—have made them available on their sites, further cementing these ad units as industry standards.

“The speedy adoption of the Rising Stars by such an impressive roster of brand marketers confirms that these new ad units answer advertisers’ call for better, more exciting uses of display that bring into play rich, dynamic, immersive experiences, right there in the ad itself,” said Randall Rothenberg, CEO and President, IAB. “The six winning Rising Stars, unveiled just last February at the IAB Annual Leadership Meeting, bring together the full range of the latest interactive tools and technologies, drawing on the robust capabilities of the Internet to deliver sight, sound and motion, with social underpinnings—all at scale. Brands have wanted this to happen for a long time, and now it is.”

The six brand-friendly IAB ad units are:

  • Billboard – Developed by Google/YouTube
  • Filmstrip – Developed by Microsoft
  • Portrait – Developed by AOL
  • Pushdown – Developed by Pictela
  • Sidekick – Developed by Unicast
  • Slider – Developed by Genex,built by MediaMind and Unicast

“These ad units tap into the breadth of cutting-edge technology available today, providing new tools that resonate with consumers and serve as powerful vehicles for advertisers,” said IAB Consulting Director Peter Minnium, who leads the Rising Stars initiative.

“The creative agencies, brand marketers, publishers and other media experts who have contributed to the development of and tremendous surge in the adoption of the IAB Rising Stars have kick-started the next generation of interactive advertising,” said David Doty, Senior Vice President & Chief Marketing Officer, IAB.

The complete list of brand marketers that have utilized Rising Stars ad units is:

  • AT&T
  • Campbells Soup
  • CoverGirl
  • Discover
  • Electronic Arts
  • Ford Motor Company
  • Fox Broadcasting
  • General Mills
  • GM
  • Home Depot
  • Infiniti
  • Intuit
  • JC Penney
  • Johnson & Johnson
  • Kimberly Clark
  • Kohl’s Department Store
  • Kraft
  • Levi’s
  • Lexus
  •, Inc.
  • Nissan North America
  • Norwegian Cruise Line
  • Olive Garden
  • Paramount Pictures
  • Post Cereals
  • Procter & Gamble
  • Research in Motion
  • Revlon
  • Sony Pictures
  • Sprint PCS
  • Starwood
  • T-Mobile
  • Toyota Motor Sales
  • Unilever
  • Universal Pictures
  • USA, LLC

To learn more about the IAB Rising Stars, visit

For more information about the IAB Innovation Days @ Internet Week “The Future of Display” conference, go to

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

IAB Media Contact
Laura Goldberg
[email protected]