Results tagged “HTML5” from IABlog

Make Mobile Work Kicks Off with "HTML5: The Mobile Opportunity"

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In case you haven’t heard - we here at the IAB’s Mobile Marketing Center of Excellence are on the charge to Make Mobile Work this year. Based on our research last year around marketer perceptions of mobile and roadblocks to broader adoption of mobile advertising we’re setting out to show brands and agencies how to overcome these issues (both real and perceived) and start engaging with audiences on all of their devices. 

Our first webinar took place last Tuesday, March 18 and was all about discovering the power of HTML5 to create superior mobile ad creative. More than 150 marketers, agency buyers and publishers joined in to hear the IAB, AOL and Google discuss the importance of mobile advertising and steps to get started using HTML5. The webinar showed the power of HTML5, increased engagement of these ads and a walk through of how one brand started down the path to adjust from a Flash-only strategy. You can view the webinar and accompanying materials here as well as explore upcoming sessions on Make Mobile Work.

To keep the conversation going, Mollie Spilman, EVP Global Sales & Operations at Millennial Media, one of the original signatories of our Open Letter to Marketers, shared the following findings:

Millennial Media HTML5 Report
Through the use of rich media, agencies and brands are creating clear, meaningful experiences for their audiences. They’re going beyond the banner to leverage unique features such as gamification, swipe galleries, voice recognition, video, and more - and seeing the benefits in spades. 

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In our latest Millennial Media S.M.A.R.T., we report on the impact rich media and video ads have on click-through rate (CTR) vs. standard banners. Automotive rich media and video ads, for example, saw an average of 3.5 times the CTR of standard banners. We’ve found that automotive advertisers often use video in their campaigns to show in-action driving, or dynamic ads that allow a consumer to swipe through different vehicle models or colors. Rich media and video ads run by education advertisers also saw 3.5 times greater CTR than standard banners. These brands incorporate animation, short quizzes, and video to get consumers thinking about their learning needs and resulting careers. Similarly, consumer goods’ rich media and video ads saw an average of 2.6 times the CTR compared to standard banner ads. Consumer goods advertisers tend to use video and interactive games to drive brand awareness.

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EY (Formerly Ernst & Young) is one company taking its brand awareness to the next level through rich media. In an effort to stay top of mind for - and appeal to - business and accounting majors interested in post-grad entry level positions, EY tapped Millennial Media and Mediahub/Mullen to craft an interactive, highly-targeted campaign. The creative teams collaborated on a strategy to take the main pillar of EY’s campaign, “Amazing from every angle,” and turn the messaging into an engaging experience that allowed mobile users to choose from a selection of origami figures and create them virtually through their smartphones’ touch screen. To ensure the creative reached the most relevant audience, Millennial Media also added deployed geo-location targeting capabilities to pinpoint, within two miles, the 57 pre-selected university campuses.
Rich media capabilities will continue to evolve as mobile devices evolve - but don’t wait! Creative teams are pushing the limits of mobile, much to the benefit and satisfaction of advertisers and consumers. 




About the Authors


sp_smith_belinda_100x134.jpgBelinda J. Smith

Belinda J. Smith is Senior Manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau



Mollie Spilman_Millennial Media.jpgMollie Spilman

Mollie Spilman is EVP of Global Sales & Operations at Millennial Media



Mobile Discrepancies: Not as scary as you might think

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Discrepancies are one of the biggest headaches in the digital advertising ecosystem, but they are also something everyone deals with. As the industry has matured, standards have been created and adopted, vendor offerings and tracking have become more consistent, the internet has become faster and more stable and as a result the difference between two parties’ counts has decreased to an acceptable percentage (most of the time). Then, new technology is introduced that stirs the water and discrepancy percentages can become all over the place again. The mobile ecosystem has introduced an array of devices, operation systems and versions, applications and even new behaviors to the mix. Not to mention the inconsistency of a user’s connection when moving around in the physical world.  

All these new variables can be quite intimidating. How would you ever know where to start investigating a mobile discrepancy? Luckily it is not as scary as it sounds.  While it is true there are additional variables to take into consideration, the most common root causes still boil down to the same ones the industry has experienced for years with desktop campaigns: human error, when ad calls are made in the ad serving sequence, and differences in vendors reporting and targeting offerings. 

  • Human Error - The more manual steps needed to launch a campaign, the more room there is for errors to occur which may result in discrepancies. With new vendors and products plus the use of code based HTML5 creatives with many assets instead of a tidy flash file, the mobile marketplace isn’t as automated as the desktop marketplace.
  • Ad Serving Sequencing - Just like with desktop campaigns there are often multiple parties tracking a single campaign. Typically all of the ad calls don’t fire at once, even if they are all tracking the same thing.  Latency and short session time common in mobile make the difference in ad calls a more significant variable than on desktop. 
  • Reporting - Every vendor has their secret sauce to differentiate themselves in the marketplace. Sometimes it has to do with the metrics they measure or how they validate traffic. As the mobile marketplace matures reporting offerings will be become more consistent, but until then it is important to make sure you are comparing the same things across reports.  
  • Targeting - Similar to reporting targeting offerings will differ in their features and capabilities. While this is true for desktop targeting as well there is more variability in mobile such as multiple ways to identify location. 
IAB Mobile Marketing Center of Excellence’s new document Mobile Discrepancies: Exploring common root causes gives more detailed explanations of common discrepancy causes for mobile campaigns. Providing ample time to test and QA campaigns before launch is the most important thing you can do to avoid large discrepancies. It is important to not just test that the creative works, but also confirm all parties are tracking the same thing, especially when working with new partners. If not, it doesn’t matter what device you are running the campaign on, you are comparing apples to oranges. When these differences are discovered it is important to share that knowledge and work together to solve the problem. The more discrepancies causes are understood, the more they can be avoided fostering more trust in the mobile marketplace. 

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About the Author
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Sabrina Alimi

Sabrina Alimi is the Senior Marketing Manager of the IAB Mobile Marketing Center of Excellence, where she has a focus on mobile ad operations and key mobile initiatives such as HTML best practices, mobile creative guidelines, discrepancies, and the future of the cookie. In addition, Sabrina leads the IAB’s Local Committee, exploring the opportunities that the use of location unlocks for mobile advertising. Prior to the IAB, Sabrina worked at Microsoft Advertising on the Atlas Media Console where she became a product expert providing technical support to clients and managing bug escalations. She can be reached on Twitter @SabrinaAlimi.

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The advertising ecosystem today is inventing smart, unique campaigns that use the latest interactive advances to engage consumers. The results are powerful.  With audiences bombarded by marketing messages in every medium, advertisers are pushing the envelope to get attention and creating a truly dynamic marketplace as they surprise, delight, and win followers.

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.

Iab-mixx-awards-2013-logo.jpgBranded Utility
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
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
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.

Clicks-to-Bricks
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.

About the Author 
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Peter Minnium
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.

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