Results tagged “Marketing” from IABlog
Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.
Stephen Jenkins is VP, Global Marketing & Communications, at Millennial Media.
About the Author
Alexandra Salomon is the Senior Director, International at the Interactive Advertising Bureau.
Since we launched the IAB Certification program nearly two years ago I’ve been Vice President, Training and Development. Now, at the IAB we don’t go out of our way to be cute or creative when we use titles; they are meant to be accurate, expressive, and to-the-point. No Senseis or Shepherds here. As a result no one has ever not understood what my role is at the IAB.
Still, the longer that I’ve had this position, the more the title has seemed inappropriate to me. It’s the word training that bothers me. Training is something that’s done to people (or dogs!) Training sounds passive. It conjures up the image of a student held hostage in a classroom, passively absorbing information. Training is what managers send employees through.
But learning is completely different. Learning is active, not passive. We choose to learn. We all want to learn, all the time, to experience new things. Learning occurs in the classroom, but it also happens on the job, at home, anywhere and everywhere; with others or by oneself. Others might control my training, but I control my learning. Which one is more likely to stick with me?
That’s why we created IAB University (IAB.U), an industry educational hub where everyone across the ecosystem, from every level, can come together to learn from each other. At IAB University you can be on the receiving end of digital advertising education or you can teach your peers. Plus, participants receive IAB Learning Credits good towards IAB Digital Media Sales or IAB Digital Ad Operations recertification programs, if they need them.
The IAB is flush with subject matter experts. Experts abound. Need to learn the latest on programmatic? Interested in how native advertising works? Unclear on what a viewable impression is? If there’s something you need to know about digital advertising, our members have the answers. The IAB has always been a tremendous resource for thought leadership and cutting-edge expertise; that’s truer today than ever as our industry continues its remarkable growth.
We realize more and more people come to the IAB to learn. We are attracting more junior level employees and people relatively new to the industry. Learning comes in all flavors— a webinar, a conference, a panel of experts, a town hall of newbies. Just about every program the IAB offers is a learning experience, and we hope you will take advantage of those learning experiences whether you are seeking recertification or just want to stay abreast of what’s happening out there.
But here’s our hope—that many of you will share your expertise or newly-found research with others in our community. Did your company just release a piece of research? Turn it into a webinar for IAB members. Are you an expert on some new trend? Put together a panel so that IAB members can discuss, at your place or ours. Let’s figure out a way to make learning continuous and collaborative.
We’re already beginning to put together a free program of learning opportunities. If you are interested in learning more about IAB University or want to be part of the IAB University “faculty” to let us know what you want to teach please start here iab.net/iabu.
And with that…
About the Author
Demand for programmatic buying in mobile has skyrocketed in 2013. At the IAB, we saw this trend unfolding and launched the Mobile Programmatic Buying Working Group, led by Joe Laszlo as staff manager and Victor Milligan of Nexage as chair, to address this rapid growth and the unique aspects of mobile programmatic. As the working group’s leaders, we co-wrote this post to outline some of the key takeaways from the group’s conversations, and share our thoughts for 2014.
While there are certainly similarities between PC and mobile programmatic, the differences warrant a working group dedicated to mobile. These differences are critical design points for publishers, exchanges, buyers, agencies, and advertisers, and include:
- Mobile’s unique and massive applications and game ecosystem
- Mobile’s data model that is built absent a universal, persistent third-party cookie
- Mobile’s unique targetable data including location (notably lat/long), mobile OS (iOS and Android), carrier, connection type, and device types.
- Mobile’s form factor and the importance of creative that is optimized for smartphones and tablets
The Mobile Programmatic Buying Working Group brings together 40 individuals at a diverse array of IAB member companies with a shared interest in how programmatic is evolving in mobile and how the IAB can help members understand and fully capitalize on programmatic.
The group’s first task was to organize the broad concept called programmatic and focus on those items important—and unique—to mobile.
Given that programmatic has come onto the digital landscape quickly and that programmatic itself describes a family of technologies, we needed to itemize and define the different programmatic markets. Aligned with the IAB Programmatic Publishers Task Force, we identified four types of marketplaces:
- Automated Guaranteed (reserved inventory at a fixed price, just transacted via an exchange, also known as programmatic reserved or guaranteed)
- Unreserved Fixed Rate (unreserved inventory at a fixed price, also known as preferred deals or first right of refusal)
- Invitation-Only Auction (unreserved inventory sold at auction, but to a select number of potential bidders, commonly referred to private marketplace or exchange); and
- Open Auction (unreserved inventory sold at auction, to any bidder, usually using real-time bidding [RTB]).
Although the world of ad exchanges (in both PC and mobile) started with a largely open auction model, other models such as various forms of invitation-only auctions like exclusive or first-look private exchanges have generated a great deal of interest from publishers and buyers alike. A recent analytics report from Nexage describes trending in programmatic and the extraordinary uptake in private exchanges, as publishers and buyers become more comfortable and adept at using private exchanges to accelerate their businesses.
The task force then began to discuss key mobile programmatic issues that will guide our work. Examples include:
- The data model: The lack of cookies in mobile has an impact across most elements of programmatic buying. Because third-party cookies are not typically available, mobile ad inventory relies on proprietary means of targeting, tracking, and accountability, which aren’t always articulated clearly to buyers. Nexage views exchanges in all their various manifestations as serving as a critical integration point between first-party data (e.g., from the publisher/network/inventory owner), brands’ CRM data, and third-party data.
- Targetable data: There are a number of data types that apply in mobile that don’t have PC analogs, including location, operating system, carrier, network connection (wifi, 3G, 4G, etc.), and even handset maker/device model. Some of the parameters, are sometimes considered complicating aspects of mobile fragmentation, but they can be better seen as methods for better targeting in an exchange setting, providing a valuable proxy for consumer demographics (e.g., iPhone users are different from Android users).
- Transparency: Ensuring that programmatic is not a black box but a clear box where transparency aids impression level decisioning is a priority. For example, latitude/longitude (lat/long) is a critical parameter for hyperlocal campaigns, but not all lat/long data are created equal. Some are GPS derived, but others are derived from zip code or post code, called centroid lat/long, which are far less precise. Some exchanges already have business controls to enable buyers to know which is which and target and price accordingly.
Across both PC and mobile, programmatic is shifting from a disruptive force to a valuable (and necessary) solution connecting ad buyers with desired ad opportunities. As we get into 2014, we have several ambitions for our working group:
- Analyze the issues related to mobile programmatic’s unique factors to help members best understand and capitalize on the opportunity.
- Provide input to the IAB’s other programmatic efforts, making sure that mobile’s unique aspects are represented.
- Continue to serve as a forum for exchanging experiences and sharing knowledge.
- Start collecting emerging good or best practices and case studies to illuminate what is working for buyers and sellers alike.
- Organize an industry town hall conversation to help disseminate our learning to marketers and agencies that need it.
It’s been an exciting year for mobile programmatic buying, and next year promises to be even more so. We’re looking forward to kicking the Mobile Programmatic Working Group into high gear, addressing challenges and ensuring continued growth for everyone.
About the Authors
- 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.
Despite my silent goal to never again take a multiple-choice exam post college, I found myself on July 31st at the NetCom testing center on West 33rd, preparing to take the IAB Digital Media Sales Certification exam.
The IAB launched this training program over a year ago to help increase the knowledge of digital sales professionals. As a marketing exec at PulsePoint, a data-driven content technology provider, I considered myself lucky to take the exam alongside our entire salesforce. In an effort to continue to adopt and help drive industry best practices, our SVP of Sales, John Ruvolo, instated the requirement that all sales support teams - sellers, client services, account managers, ad operations, and marketing - successfully complete the training and obtain certification. Now, I must admit - having to carve out time to study on top of the daily grind was a challenge, but as I started digesting the impressive body of study preparation materials created by the IAB, I found myself happy to do so.
I have worked my entire professional life in the digital media space and truly appreciate that the IAB has provided a training program that deepens my understanding of our industries ever-changing processes, rules and regulations, best practices, definitions and of course…all those acronyms. Our space evolves at a dizzying pace to (try to) stay ahead of the mind-blowing technology being created every day. Chrome TV, one-click mobile payments, location sharing apps…it’s enough to make you seriously consider one of those ‘digital detox’ retreats. But without that evolution, without the constant influx of fresh ideas and new ways of connecting consumers to an amazing online experience, it would not be the exciting and fulfilling environment so many of us call home every day.
It has been common practice to learn and grow alongside all of this change through a mix of self-education and information sharing amongst colleagues, partners, and friends. What a relief to have a trusted, accredited program led by our industry body that helps to educate and benchmark our top professionals against rigorous industry standards. We finally have proof that we know what we are talking about…well, most of the time.
This IAB Certification process is something that digital execs across all business channels of our industry should undergo. I am proud that PulsePoint has embraced the program and offered it to employees beyond direct sellers; we are already exploring ways to incorporate this into all new hire training. Activating this program at the sales level of an organization and beyond can also impact future hiring decisions. It enables us to narrow candidate searches to only the best, most qualified applicants and allows us have even more faith that our teams are making the most educated decisions possible.
In order for digital media to continue being one of the most sought-after industries to work within, we must take responsibility to ensure that those dedicating their livelihood to it have the right tools to be as successful as possible. The IAB has taken great strides in creating a framework within which this critical professional development can happen, and I look forward to seeing it continue to grow.
About the Author
For marketers just getting their feet wet in mobile, it can be hard to understand return on investment. At the macro level, spending on mobile advertising is booming (new research from IAB and IAB Europe pegs mobile ad revenue at $8.9 Billion USD worldwide in 2012). However, an overly narrow view risks undervaluing the benefits that mobile advertising brings. That’s why we are pleased to unveil the newest IAB Mobile Center web tool: Mobile Value.
Mobile Value enables a holistic view of the multi-channel impact of mobile advertising. Our calculator consists of a series of simple, fill-in-the-blank web-based forms that invite marketers to input basic data from a recent (or ongoing) campaign—no names or details needed.
The Mobile Value tool incorporates five key mobile value-drivers:
- App downloads
- Cross device purchases
- Mobile site visits
- In-store sales
Of course, not all of these will apply to all campaigns or all marketers, but completing a full circuit of the tool’s components results in a calculation that demonstrates, in dollars and cents, the value a marketer derives from its mobile ad investment.
Complementing each component is a set of measurement tips to help a marketer find (or estimate) the data they need, along with case studies that drive home how each of these components contributes to the total return from mobile advertising.
We’d like to thank our friends at Google for their help creating this tool, and we hope that marketers find it a useful compass as they navigate mobile’s waters!
Joe Laszlo is Senior Director of the Mobile Marketing Center of Excellence at the IAB.
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.