Results tagged “IAB Annual Leadership Meeting” from IABlog
For those who have been out of the IAB news loop, last week we held our Annual Leadership Meeting in Phoenix, Arizona. It was an intense, jam-packed few days. One of the highlights for me was that I got to be a “provocateur” in a Town Hall-style break out session we held on mobile monetization, called “Are Mobile Pennies Inevitable? The Challenge of Mobile Monetization.” Under the able moderation of Chris LaSala of Google and Cary Tilds of GroupM, participants jumped in to a lively series of discussions about the challenges facing mobile advertising today, and how we—the industry and the IAB—can contribute to solving them.
We started by enumerating and prioritizing the problems: according to a Kleiner Perkins study, mobile revenue is something like 75 cents per user as compared to $3.50 per user on desktop.
Most of the mobile problems we came up with are familiar ones:
· 1. Lack of knowledge about how to measure
· 2. Too much complexity (HTML5 v Flash, varied screen sizes, etc)
· 3. Creatives hate it: too small, too fragmented
· 4. Standardization is needed
· And so on….
But the biggest problem for investors and brands in mobile is that there’s a lot of chaos to sort through. It’s hard to figure out how to invest in mobile faster, and hard to keep on top of the landscape.
— cary tilds (@ctilds) February 25, 2013
What is Mobile?
One challenge is that we don’t even have a firm answer to “what is mobile?” And indeed, the distinction between “mobile” and “not mobile” may be fading away. Whether we separate out mobile, or how we divide up the world, depends on what we’re talking about.
From a marketing strategy perspective, there’s a compelling view that “mobile” shouldn’t be separated out, we should think in terms of at home versus office, event, retail, and other places. The tablet on the couch, the screen in the car dashboard, the smartphone in a restaurant: it’s where you are physically that defines the opportunity, not what device you happen to have. As the IAB says, mobile is really a behavior, not a device type.
Another participant advocated a hub-and-spoke framework, where mobile is not unique or disconnected from other media, but is the central device/medium for advertising, and other media (TV, outdoor, print, PC, etc) all are spokes that relate to the mobile hub.
While a marketing strategy perspective may be ready to move beyond the mobile/non-mobile dichotomy, a plumbing point of view still argues for looking at mobile as a distinct medium. There are unique, mobile-specific problems that need to be resolved before these integrated, cross-screen marketing plans are feasible. These relate to scale, approach, and currency, among other things. Technical solutions like HTML 5 will help with some aspects of the plumbing problem but there’s still a lot to do to get mobile advertising flowing easily.
Another strong theme from the Town Hall was that while standards are starting to exist (thanks, IAB!), they are not there, not deep enough, or not clear enough yet.
One of our subgroups recommended, “standardize first, and innovation follows.” Another asked if it shouldn’t be the other way around. That comment sparked the great question: “Is there a necessary trade-off between awesomeness and standardization?” The broader chicken-and-egg question is important, and it shapes the way the IAB approaches timing for mobile and other standards projects. We count on members and others in the ecosystem to let us know if we’re being premature or late to the game. And I do agree that we should strive for standards that permit, or even encourage, awesomeness.
One summary of the conversation held that mobile does not have a monetization problem, it has a measurement problem. And the measurement problem can be decomposed into two parts: a plumbing problem and a standards problem. However, we as an industry are not 100% sure on what the solution to the plumbing problem should be, and if it should cover just mobile or extend across screens/devices. And there’s not complete agreement that there should be standards yet.
A pithier summary of the conversation was: “The screen size is small. That sucks. Get over it, and learn to build mobile creative that works.”
In my mind, both of these conclusions imply time as part of the solution. Time is needed for brands and agencies to get their bearings where mobile is concerned, and it takes time for the media side of the industry to move from competitive land grab to cooperation. Any standards effort requires consensus around which aspects of mobile are just table stakes (where standardization helps everyone) versus things that are true competitive differentiators. Hopefully, via conversations like this and our ongoing standards, committee, research, and other efforts, the IAB’s Mobile Center can accelerate that process.
Joe Laszlo is Senior Director of the Mobile Marketing Center of Excellence at the IAB.
As soon as I heard about the theme of this year’s IAB Leadership Meeting I immediately asked my friends at IAB to find a role for me there. I do cover big data and how marketers use it for Advertising Age, after all, so it seemed a perfect fit.
I‘ll admit, though, the chance of catching a couple spring training games the weekend before the conference piqued my interest just a tad, too.
Well, IAB came through with an exciting opportunity for me: channel your inner Candy Crowley and moderate the annual Great Debate. The privacy, self-regulatory and government beat has been an important one for me over the years covering digital advertising, and this year’s Great Debate will help advance the discussion around privacy related topics. For years, digital marketers and privacy advocates have talked at each other, usually from opposite ends of the spectrum.
In Phoenix on February 26, they’ll comingle on the same stage, and hopefully elevate the conversation to a new level. My goal as moderator is to get beyond the buzzwords and rhetoric. And — no offense to the Candy Crowleys and Jim Lehrers of the world — I hope I’m more successful than most presidential debate moderators in that mission.
Sure, I’ll come armed with some poignant questions intended to spark a lively and educational conversation. But I need your help and involvement, too.
Here’s your task: Ponder the important issues related to consumer data privacy and how marketers collect, store and use data. Think about topics like PII, anonymization, the prevalence of tracking tags, industry self-regulation, our favorite little blue icon, government intervention from legislators and the FTC, the emerging privacy services market…the list goes on and on.
Come up with the best question you can think of that will get our debate panel off their talking points and into a real discussion. Maybe it will get heated - heck, we’ll be in Arizona, right? Submit your best question by tweeting it to @IAB and including the hashtag #IABALM. We’ll sift through all of them and pluck out the cream of the crop, and you may get to ask the question yourself during the Great Debate.
I look forward to reading your questions and saying hello to you in Phoenix later this month!
About the Author
At IAB, we listen a lot to our members and the digital industry. We discuss ideas with you at many of our events, too. And we genuinely want to hear from you, to help us move the industry forward.
As social media manager for IAB and the voice of @IAB, I’m always exploring networks, trends, and tools, and creative ways to strengthen relationships, communicate IAB efforts, create engaging content, help tell your stories, and foster a better two-way dialogue between IAB and its membership. One of those great social media tools we often use in those timely conversations is our Facebook page, of which I’m proud to say that the IAB has 13,549 followers as of this writing.
It’s been a big week in digital advertising. As many of you know, we recently released news of a new standard ad unit portfolio at the fifth anniversary of the IAB Annual Leadership Meeting, an exciting three days among the top thought leaders in digital advertising. Among that portfolio were six IAB Rising Stars Display ad units—new interactive units that enable marketers to tell bigger, bolder brand stories.
Facebook also unveiled its own news yesterday about Facebook Timeline for Brands at its Facebook Marketing Conference (fMC), to help brands tell better stories through their new products such as Timeline for Pages, Mobile Ads and Premium Ads. For those brands that may not have made the switch yet, here’s what some of our members have said about it:
AdWeek “Facebook Relaunches Its Ad Platform, Says Brand Pages Are At the Center”
(by Michael Lazerow, Chairman and CEO of Buddy Media)
AdAge “Facebook Offers Brands, Flush With Fans, New Ways to Spend Money”
(including quotes from Mark Renshaw, CIO of Leo Burnett and Bryan Weiner, CEO of 360i)
We’re pleased to announce that the IAB has already modified our Facebook Page to Timeline, at www.facebook.com/iab. Check it out as a great resource for IAB history, stories, and news. As we begin to share IAB history with interesting content, connect more with people, and tell better stories, take a look and let us know what you think.
Helping you better build your brand stories digitally is important to IAB. In fact, it’s one of our primary goals for 2012. As Randall Rothenberg, President and CEO of IAB, spoke about at our MIXX Conference & Expo in October 2011, such brand innovation in the digital industry will come from storytelling, not simply technology.
Help us continue to build better relationships with you, wherever you are and whatever platforms you use. We want to hear from you!
About the Author
One last session for the morning and the event! Joanne Bradford, SVP, U.S. Revenue and Market Development, and Michael Walrath, SVP, Advertising Marketplace Group, both from Yahoo! are sharing 10 things they think really matter to the industry and Yahoo!.
Partnerships Matter (that’s one reason they are co-presenting)
What doesn’t matter? The majority of the ad networks, according to Joanne.
Joanne Bradford talks about Yahoo!’s belief in the spirit of partnerships.
The annual Great Debate is underway. The statements around the center of it all: Brand marketers don’t need agencies. Interactive publishers can provide everything they need.
What does the audience think at the beginning of the session? Audience text message polling shows 64% disagreeing and 36% agreeing at just this minute.
Abbey Klaassen, Digital Editor, at AdAge, is moderating the panel of four - two who agree and two who oppose.
(A) John Partilla, President, Time Warner Global Media Group - It’s complicated out there. You can’t claim to do too much. We can’t do everything for every advertiser, but we can and will do much more.
(A) Sarah Chubb, President, Conde Nast Digital - Times are slim and the truth is that relationships are about doing the things that are missed. We’ve got to work together, not fight each other right now. She’s glad they aren’t in the ad network business because of the data ownership and Ts&Cs issues that are emerging now. They are never going to be the lowest price, due to the value of what they have to offer. You have to figure out where you fit in the ecosystem.
(O) Quentin George, Chief Digital Officer, Mediabrands - As an industry we’ve done a bad job differentiating the value of what there is to offer. If we can understand the data, high value inventory will thrive.
(O) Jean-Philippe Maheu, Chief Digital Officer, Ogilvy North America - We need to take today’s economic situation into account. In ideal conditions a brand is always going to go to a creative agency. It’s the long term trend, but right now we must all fight for the same dollars. We all want to create something fantastic and the creatives who can do it are at creative agencies.
The audience poll results at the end of the session? Let’s see how convincing the sides where. 46% agree and 54% don’t. Looks like a slight change.
Omar Hamoui, founder and CEO of AdMob, started by admitting he isn’t a “conference guy” but gave kuddos to this event. He’s got a few “news you can use” items to take home and start working. But, on to the good stuff—mobile. He’s displaying a live mobile campaign on an ad management interface and going over the details of how easy it is to manage and collect reporting. We’ll see what’s happening with the campaign between now and the end of the session.
The platform is growing at tremendous speed and with diverse audiences. Any audience you want, they are there—and very targetable. What about the experience? Some users now prefer to use particular apps on mobile devices rather than online. Videos, maps, pull vs. push, rich mobile sites and more continue to make the mobile experience even more robust and they will expand farther in the next generation of mobile.
Eric Bader from Brand In Hand (an actual client of AdMob) is talking through their case-study and comparing the mobile work with other channel results. He agrees with the session title “Mobile: My Platform Can Beat Up Your Platform.”
Omar Hamoui explores the possibilities of mobile advertising with the audience.
“Rumors on the Death and Display Have Been Greatly Exaggerated” according to David Rosenblatt, President, Display Advertising, Google.
The Google product development model has three core principles. 1) openness 2) results 3) efficiency. David is running through how Google is addressing them each specifically through products. The strategy is to use their large presence, technological advantage and more to make it happen.
How does Google feel about agencies? They love them because agencies understand brands.
Lots of questions from the audience:
Is Google a technology company or media company? Great question from an audience member who asked he try to avoid answering “both”. However, it is “both” says David. That’s the reality they are working toward.
Do you believe all impressions are created equal? No - the point is that each unit of inventory has a different value to different people. The marketplace model takes care of that. Pricing isn’t the core issue—it’s yield.
Noticed any consistent themes throughout Ecosystem 2.0: Brands Battle Back? Randall has and he shared them to start the final day.
1. Interactive is an AND media not an OR media
2. Services (even consensus around what kind of services)
3. The value of the user experience
4. Use the tools
The final day of Ecosystem 2.0: Brands Battle Back is just beginning. Last night’s dinner was the perfect end to a day of intense presentations, debate and discussion. The conversation may have been intense—but attendees still enjoyed some down time to reflect and relax. Stay tuned for the final sessions……