Results tagged “Celtra” from IABlog
So Why Aren’t You Supporting SafeFrame?
Last year, IAB issued an industry-wide call to replace all iFrames used in digital advertising with SafeFrames. SafeFrame is a new ad serving technology standard developed to enhance in-vivo communication between digital ads and the publisher pages where those ads are displayed, all while maintaining strict security controls. We did so fully understanding the enormity of the work that would be required of publishers to re-tag an estimated 60% of the Internet—not a trivial task. As we approach the one year anniversary of SafeFrame’s release (March 19th) I think it’s fair to state that, while industry adoption is chugging along, it could be better.
One notable early adopter of SafeFrame is Yahoo. Today a majority of Yahoo’s display advertising inventory is served in SafeFrames (that’s billions of impressions every day!) - and Yahoo is actively pushing towards a 100% deployment goal. To be fair to those still in the process of implementing SafeFrame, Yahoo co-led the industry initiative, along with Microsoft and IAB, to make SafeFrame an advertising standard. Nevertheless, to call Yahoo’s contribution to SafeFrame notable is really an understatement.
Since its release last year, a working group at IAB has been focused on tearing down barriers to SafeFrame adoption. The most cited of which has been the need for support by rich media vendors—an understandable barrier to those who comprehend the technical underpinnings of the digital supply chain. We realized early on that we were in a chicken-and-egg conundrum with respect to SafeFrame adoption—without dedicated support from rich media vendors, who package ad creative for trafficking across a variety of publisher sites, neither advertisers nor publishers would be particularly incented to adopt SafeFrame.
Yahoo stepped up to help the industry address the SafeFrame adoption challenge. Yahoo worked closely with top rich media vendors to get SafeFrame off the sidelines and into production environments globally. As a result of Yahoo’s leadership and efforts, 23 rich media vendors now support SafeFrame (see list of vendors.)
With this significant barrier removed, it’s time for those who have been on the sidelines to take action. And with Google’s update to DFP due to support SafeFrame in the first half of 2014, there should be no doubt that this new technology standard is here to stay.
Finally, what most people don’t know about SafeFrame: it’s not just about viewable impressions. Sure, SafeFrame provides publishers, marketers and third-party ad verification services a simple, transparent, standards-based and cost-free API for determining an ad’s viewability state. And with all the deserved attention 3MS (Making Measurement Make Sense) has brought to viewable this past year, it’s no wonder that folks have honed in on this key feature of SafeFrame. So, while SafeFrame helps to solve for viewability measurement, it can do so much more.
Think of SafeFrame as an extensible technology platform that can be used to solve for many issues confronting our digital supply chain. To name a few, SafeFrame already supports programmatic sale of expanding rich media, sharing of metadata, enhanced consumer security and privacy controls, enhanced publisher security and the prevention of cookie bombing. With more SafeFrame features currently in the development pipeline, we see SafeFrame as a base standard that will be extended in ways we have yet to conceive. Simply stated, SafeFrame is the new container tag for digital advertising: it solves many of the digital supply chain issues we face today as digital advertisers and publishers, and is extensible to solve tomorrow’s problems too.
To learn more about why your company should be supporting SafeFrame, we’ve made it simple, with easy to understand educational materials for the marketplace, including an educational video, a feature comparison chart of ad trafficking methods, and an extensive FAQ.
About the Author
In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.
A successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example. David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network. Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors.
Content marketing is increasingly recognized as a new channel for brand marketers. At least two major agencies recently announced new units devoted to helping clients with content marketing development. American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses. Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.
Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways. How do you get an adult audience to rekindle their love of Lucky Charms cereal? This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow.
Custom Mobile Rich Media Display AND IAB Standard Mobile Rich Media Display
With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences. Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars. Agencies are expressing great creative ideas through these new formats with great consumer and business effect. For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.
Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores. Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items. The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift. The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment
What’s next? We’ve added one final category to find out:
Can’t be Contained! - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!
Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it. “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology. No doubt there are even more forward thinking digitally savvy campaigns on the horizon.
Learn more about the global IAB MIXX Awards at iab.net/mixxawards.
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.