Results tagged “Patrick Albano” from IABlog

The just-completed IAB MIXX Conference & Expo 2013 themed “Advertising is__________?,” explored the changing definition of advertising, with the two days focused on showcasing competing points of view, highlighting their differences, and looking for points of commonality. As part of this debate, the IAB convened a discussion on “Native Advertising: Fact and Fiction,” with the similar goal of creating a framework for understanding this hot new concept.

This session complements the work of the IAB Native Advertising Task Force, a group of companies 80+ members strong who are working to establish a framework for the native advertising space by putting forth a prospectus that clearly lays out today’s “native” landscape. This prospectus, targeted to advertisers, publishers, and ad tech providers, will provide a focused, guiding light to the industry while being broad enough that it can expand over time. In addition, it will provide a basis for further IAB initiatives in this space.

While the Task Force plans to publish their work in the fourth quarter, the IAB MIXX session attendees were given a sneak peak and chance to comment on the Task Force’s early findings. A panel of industry stakeholders led the feedback: Task Force Co-chair Patrick Albano, Vice President, Sales, Yahoo!; Steve Kondonijakos, Sr. Marketing Director, Federated Media; Stacy Minero, Leader, Content Marketing, Mindshare; Steve Rubel, Chief Content Strategist, Edelman; and Geoff Schiller, Chief Sales Officer, Hearst Digital.

The session kicked off with a discussion of the duality of “native advertising,” with the concept encompassing both an aspiration as well as a suite of ad products.  On the one hand, we all aspire to deliver “paid ads that are so cohesive with the page content, assimilated with the design, and consistent with the platform behavior that the viewer simply feels that they belong.”  On the other, tactically, advertisers must use ad products to achieve this, and the IAB Native Task Force has identified six categories commonly used today in pursuit of this goal:

1. Search Units, e.g. 
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2. Promoted Listings, e.g.:
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3. Recommended Content Units, e.g.:
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4. In-Feed Ads, e.g.:
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5. In-Ad (IAB Standard) Units, e.g.:
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6. Custom, e.g.:
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The group discussed at length the core dimensions of ads that feel native, including form, the extent to which the ad fits with the overall page design; function, how well the ad matches the editorial feel of the content in which it is nested; and technology, the degree to which the viewer can treat the ad like they can any other content on the site.  Amid a spirited debate, consensus is emerging that you can achieve a native experience through three, two, or even one of these, depending on the site, brand message, and audience mix. 

There was a great deal of enthusiasm in the room about the unique benefits that the advent of “native” has brought to display advertising. First and foremost, display advertising has been freed from the “ad ghetto” of the right rail and leaderboard to which it has long been confined and now has license to settle anywhere on the page. The horse is now out of the barn, and advertising will not be forced back into solely those positions. A corollary benefit of this move is getting advertising into the user’s natural activity stream—where print and TV advertising have always been. Allowing the viewer to interact further without leaving the site is much preferred to clicking through to a new website.  Finally, “native” is decidedly and overwhelmingly a form of brand advertising, a category that display has long fought with marginal success to conquer.

The lively conversation provided useful feedback to the IAB Native Task Force. Audience members encouraged the IAB to find the right balance between standardization and customization—giving enough firm guidance to help make the market, but not too much to stifle it—while best practices around disclosure were also highlighted as a need. 

Have we answered the question, “Native Advertising is__________?” The IAB Native Task Force and feedback for the IAB MIXX session clearly show that there is real agreement around what it is not: a single, uni-dimensional ad product. Rather, it is an end goal—an aspiration—that folks seek to attain via a number of paid advertising tactics. The IAB Native Task Force will absorb the advice and carry forward the enthusiasm of the IAB MIXX session as it works to publish the IAB Native Prospectus that details these principles in the fourth quarter.

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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Social Media: Planning for Real Time in Sports Marketing

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At the IAB’s Social Media Agency Day last month, held in the beautiful offices of AppNexus in New York City, I had the honor of moderating the sports marketing panel. The event’s title, “Social: Planning for the Real Time,” was apt given that sports is a highly conducive venue for real-time marketing. That is especially the case with social media marketing, which, increasingly, requires marketers to be constantly on their toes, ready to take advantage of any important moment — or relevant opportunity within or around a sporting event — in which their brand could potentially benefit or add to the evolving story of that game, match or event. In short, the combination of sports, social media and real-time marketing are a potent elixir for savvy markets and brands wishing to tap into consumers’ insatiable demand for smart, visually appealing content.

I led a discussion with three distinguished panelists. We discussed a number of topics related to real-time sports marketing, but first, we had to get the obvious out of the way: Oreo’s now-famous Super Bowl blackout ad. While the Oreo ad featured prominently in much of our discussion about how social media and real-time marketing are changing sports marketing — for better and worse — the panelists quickly made it clear that the ad shouldn’t live in a vacuum. The reality of real-time social media marketing in sports is that it’s not just the big, epochal moments that make for great marketing opportunities for brands. It’s what you do to integrate your brand within the broader context of the sporting event between the pitches, between the downs and after the whistle blows that sets the digitally savvy brands apart from those that allow themselves to be bystanders.

I asked each sports marketer to reflect on what real time marketing means to their organization, how social fits into the equation and how success is measured.  Below is a synopsis of each of their thoughts on how real-time social media marketing is altering the sports marketing landscape, with some of their favorite examples.

Marla Newman | Senior Vice President of Sales | Fox Sports Digital

Real time marketing means engaging with our fans in a way that enhances their viewing experience, their sports knowledge and/or their fandom. Social is the most effective vehicle for real time marketing — in fact they are synonymous.

In terms of inserting ourselves within non-obvious real-time marketing situations, it’s important for us to extend the relationship they have with our brand and our talent on-air and deepen that relationship. It’s important for us to be relevant to their sports experience, which enables us to be considered the go-to source of info and continue to make sports fun. 

Fox_Sports_Logo_KT_blog.pngWhat does success look like? I don’t think anybody has cracked this code yet. We can only look to show increases in the number of our fans engaging — tweet, re-tweeting, taking any form of action then we are heading in the right direction.



Tweet_your_heart_out_KT_blog.pngJonathan Perelman | Vice President of Agency Strategy and Industry Development | BuzzFeed

Social media is all about real-time. I think real-time marketing is quite simple: it’s capturing a moment in a natural and organic way.

Tricks don’t work in social; the consumer can see right through it. To be good in real-time social media marketing, brands need to capture a moment and evoke emotions.

MLB_image_KT_blog.jpgThe concern is that marketers will try too hard and will want to turn every event into a real-time marketing opportunity; that simply won’t work. I love a BuzzFeed example in which we worked with MLB 2K13, the video game that launched around the start of the 2013 Major League Baseball season. 

BuzzFeed_image_KT_blog.pngAnother good example with BuzzFeed is work we did with the NHL around the playoffs in 2012. Leveraging known tent-pole events and allowing great content to find its audience served both brands well.

Tide_image_KT_blog.pngAs for a non-obvious situation, I’m impressed with the Tide newsroom. Tide quickly took advantage of a crash at the Daytona 500, where the crew used Tide to clean the crash site. Tide aggressively used a spontaneous moment and filled the social Web with organic, timely content.

Success on the social Web is about sharing. A key metric in that respect is how often a piece of content is shared/reproduced on the social Web. It’s very difficult to simply make something go “viral.” Creating shareable content that captures the moment and evokes emotion is what works on the social Web. These qualities are what make sports so much fun to watch and talk about.   


Patrick Albano | Vice President of Sales | Mobile and Innovation, Yahoo! Sports

Yahoo_image_KT_blog.pngWe have taken a few interesting approaches to real-time marketing that have helped brands scale this concept. Brands reacting quickly and pushing content or commentary out over social channels is attractive. But we find it’s difficult to scale and sustain this strategy. We have developed ways to help brands understand the stories that are going to go viral before they do and have been able to attach a brand to that content as people start talking about those topics and sharing relevant content. Imagine if we could have told the Oreo team there was a blackout coming and allowed them to prep their integration ahead of time?

A good example of this was the work we did with a wireless service provider for last year’s NCAA tournament. Our editors created “bundles” of content in real time based on the major sports stories in the new. We integrated the brand into the story that day, so all of the discussion and sharing that occurred around the story included the brand.

Another great example is our Smart Ads program, which a large beer brand took advantage during the 2012-13 fantasy football season. The actual ads within the game updated in real time with the names of teams and scores from the previous Sunday’s fantasy match ups, sparking smack talk sponsored by the brand.  

Football_image_KT_blog.jpgSuccess for these campaigns comes in the form of engagement and earned media. We see up to 20 times the engagement lifts with the real-time personalized ads. By attaching to content that’s already being shared and discussed the brand “rides along” and earns media without having to have a news desk or clever social media manager. We’ve also seen 2-3 times the lift in purchase intent and brand favorability based on the brands being able to relate in real time.

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This is the third in the blog series that provides an overview of discussions from the April 3, 2013 “Social - Planning for Real-Time” Agency Day including ways that Travel, CPG, Sports, and Auto have planned social for real-time to make their marketing dollars work harder, and is also a part of IAB Social Media Committee member initiatives focusing on the intersection of Social with Paid, Owned, and Earned Media Best Practices. For more information, contact Susan Borst, Directory Industry Initiatives, IAB - [email protected]. #iabsocial 
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About the Author


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Keith Trivitt

Keith Trivitt is the Director of Marketing and Communications at MediaWhiz where he focuses on strategy, brand, partnerships and the company’s narrative. He is a member of the IAB Social Media Committee and can be found on Twitter at @KeithTrivitt.

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The IAB Mobile Marketing Center of Excellence held our second tablet event in the IAB Ad Lab last week. A breakfast session focused on the theme of creativity, this event included some intriguing data from Nielsen, inspirational examples of ads and content pushing the bounds of tablet creativity, and a spirited discussion on what 2012 holds for the tablet.

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That part of the conversation focused on looking ahead particularly caught my attention. The answers varied broadly and included:

  • The rise of the “7-inch” tablet form factor; the question of where smartphones end and tablets begin will be a really interesting and tricky one.

  • The web experience on tablets. Delivering a better web experience, or hybrids of web and app experiences, will be a potential game-changer.

  • Fragmentation and the lack of standardization. A myriad of screen sizes, app user interfaces, and ad formats all combine to make tablets a great creative opportunity, but a tricky and hard-to-scale one, too.

  • The tablet as foundation. Right now tablets enter late in the media conversation. But that could flip: imagine discussions that center on the tablet as the start of the process of designing a new content offering or consumer service.

All great food for thought, and beyond that ongoing issues like the race to be the number 2 tablet, what Apple does next, and how tablets influence and affect overall consumer media consumption behaviors, virtually assure that we’ll have a lot to watch and learn from in the coming year.

The thing that intrigues me about tablets is that, more than any other device today, people see in them any and every device or medium they want to see. For people with a TV heritage, tablets are TVs you can hold in your hands. For people coming from the print world, tablets are the ideal, interactive magazine. And for those from the Internet universe, tablets are the perfect, tactile, portal onto interactive content. And all of these seemingly incompatible views are correct. Tablets really can be all these things, and more.

But given this wonderful, amazing diversity, how do content owners and marketers make sense of the tablet opportunity? As with previous interactive media, this is a place where the IAB can help.

The IAB Mobile Marketing Center of Excellence is turning the Tablet Task Force group into an official Tablet Committee, taking its place alongside the other platform-specific IAB committees. This group will be open to any IAB member company that wants to participate, taking on projects to grow the tablet advertising market and providing an industry-wide forum for discussing how the tablet is evolving as a medium. Interested in joining the Tablet Committee? IAB members please contact Luke Luckett in the IAB Member Services group - we’d love to have you aboard.

About the Author

Joe Laszlo Joe Laszlo

Joe Laszlo is Deputy Director of the Mobile Marketing Center of Excellence at the IAB.