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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.
Branded 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.
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.
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.
Peter Minnium
John Deere has been doing it since 1895 with “The Furrow,”
so what is making content marketing so attractive now to the modern marketer?
While there is no clear cut definition of content marketing, I would put forth
that it is content created by a brand, that even if the branding were removed,
that the content would still be valuable and engaging to a reader. If done
well, it creates positive brand connotation. And if we work with that
definition, it makes sense that the modern marketer (much like the modern
publisher) wants to get the attention of content-ravenous consumers, most of
whom have one or more devices attached to them at any given moment with which
to consume.
Last week, the IAB held a Content Marketing Town Hall to foster a discussion around both the concerns and opportunities publishers have in the content marketing and syndication space. The IAB AdLab was packed to the brim. Publishers came with some fears about brands honing in on the content business. To open the day, Andrew Susman, President & CEO of StudioOne and ICSC Board Chairman, reminded us with calming voice that,
“Currently the industry sees branded content as a type of media buy, but actually it’s a type of content. If you bring audience to branded content - you get content marketing.”
Joe Pulizzi, Founder of the Content Marketing Institute, delivered the opening keynote of the day, outlining the opportunity for publishers and brands to work together to deliver relevant content to consumers, whether branded or editorial, because, as Jonathan Perelman, VP Agency Strategy and Industry Development at BuzzFeed later noted, “Great content finds its audience.” So it seems that the name of the game is getting engaging content in a place where your readers will consume it, whether you’re a publisher embracing branded content on your site, or you’re looking to syndicate out your editorial content to brands.
One concern did resound in the room around advertorial content. Should there be guidelines that clearly denote advertorial content? Do ethical standards need to be set for branded content and along with it, best practices on transparency and disclosure? Do we need to create sponsored content labeling conventions? And especially as automated platforms serve up content, how can we ensure that we’re seamlessly integrating advertorial content but not duping readers? The need to ensure will undoubtedly be an ongoing conversation within the IAB, among our membership, and in the industry as a whole.
Download Content Marketing Insights from IAB’s January 2013 Town Hall
The IAB Content Marketing Town Hall was held on January 24, 2013. Moderated by Susan Borst, Director, Industry Initiatives, IAB, the following industry leaders presented at this IAB member-exclusive event:
Amy Hyde, Product Strategy & Business Development R&D
Ventures, New York Times Company
Andrew Susman, President and CEO, StudioOne; Board Chairman,
ICSC
Asli Hamamci, Director, Digital, Mindshare
Bill Powers, EVP - Corporate Development, Swoop
Brett Curtis, Global Business Director, Thomson Reuters
Greg Cypes, Director of Product, AddThis
Hal Muchnick, President, Kontera
Joe Pulizzi, Founder, Content Marketing Institute
John LoGioco, SVP & GM, Outbrain
Jonathan Perelman, VP Agency Strategy & Industry
Development, Buzzfeed
Ken Zinn, DVP of Marketing - Online Business Unit, Sears
Holding
Mark Howard, SVP - Digital Advertising Strategy, Forbes
Media
Michael Goefron, Director of Operations, Unruly Media
Peter Minnium, Head of Digital Brand Initiatives, IAB
Shafqat Islam, Co-Founder & CEO, Newscred
Skip Brand, CEO, Martini Media
Tim Clark, Corporate Blogs Editor-in-Chief & Social
Media Strategist, SAP
Julie Van Ullen
Julie Van Ullen is the Vice President of Member Services at
the Interactive Advertising Bureau. Ms. Van Ullen oversees member
acquisition, participation, and retention programs. In addition, she works with
designated member leaders to develop strategic, market-marking initiatives for
execution within IAB’s Committees and Councils.
The Interactive Advertising Bureau (IAB) is known for creating display, mobile and video guidelines for the advertising industry. In 2010, the IAB created its first ever Rising Stars initiative as a means to highlight successful user experience and brand equity in display, mobile and video advertising. Last week I had the opportunity to judge dozens of the digital video submissions from leading brands and media moguls like Microsoft, Google, YouTube and Hulu as part of the IAB Rising Stars digital video ad format competition. The goal of the competition is to work with brands to develop digital video advertising standards to capture innovation and creativity for the good of the industry.
In 2012 the digital advertising industry experienced an explosion of new advertising opportunities and with it, an increasingly complex landscape within which to develop powerful digital video advertising. My job, in collaboration with the other Rising Stars digital video judges, was to narrow down fifty-five final entries to six. Being part of the judging process with colleagues across digital, media and advertising agencies was an awe-inspiring experience. We focused on selecting new formats, which will allow creatives to develop rich brand experiences within video advertising.
The new digital video industry standards are currently being finalized and will be announced February 2013 at the IAB Annual Leadership Meeting.
About the Author
Jeannie Fratoni
Jeannie Fratoni is Creative Director and Co-Founder at Red Door Interactive.
Peter Minnium did a great job of gathering about 50 ad industry professionals of various digital make-ups in the same room. He certainly had a good reason: voting for the new Mobile Ad Standards doesn’t happen very often. Consequences are long-lasting.
Mobile is an interesting area. Amount of time users spend on their smartphones and tablets is not proportional to the amount of knowledge that either marketers or agencies have about how to effectively reach via mobile those same consumers. We’ve seen a lot of formats during the course of the day. At the end, I was not sure anymore what a format means. It seems I was not the only one—my confusion has apparently shared by a lot of entrants, too. There were quite a few solutions that resembled a Content Management System (CMS) more than a mobile ad. Others looked (and were) very expensive solutions, more expensive than we are used to seeing spent for an ad. Some suffered from non-intuitiveness and usability challenges. There were very, very good ones, of course—but I can’t reveal those until the winners are announced soon!
Our task was to pick a half-dozen Mobile Ad Standards that will work across the mobile ecosystem so that any stakeholder can develop a creative concept for a single mobile ad unit. The idea was that, in the future, these standards would allow wide mobile ad buys, aligned in the scale and scope with the online ones. (I can see the clients already getting excited). All of this is new.
IAB Mobile Rising Stars judges
New things usually happen by experimentation, testing different hypotheses and learning from results. Trying to replicate the process in the course of six hours is difficult, but not impossible. Diverse group of people, from various backgrounds, specialties, and points of view create a robust discussion where different perspectives are challenged, questioned, or supported. All of us there knew that our opinions count, and furthermore, that we will be held accountable for what comes out of that room. It made us even more critical and bold in our feedback. That was hopefully a good thing.
My overall takeaway is that innovation is hard. Replacing 2D mobile banners into immersive and engaging new ad units that utilize the full potential of mobile behaviors will take time. The standards will be updated. Ads will hopefully become more integrated into the overall mobile user experience and more naturally aligned with the user navigation as they intuitively move through content, commerce and communities. It won’t be something that needs to be swiped in a specific way or, something that provides islands of peculiar experience separated from everything else. Companies creating fully interactive banners will think more about how to get users to their banners as much as they are thinking what happens in banners once users click, or swipe, or do whatever the vendor envisioned them to do to start the experience. Tech back-end development, production costs and platform and OS hurdles will be slowing the process down, too. So will the education of 25-year old media buyers used to repeating the same buying practices and relying on the proven sources of revenue.
We are clearly just at the beginning. But the best thing about the beginnings is that they give you something to start from.
About the Author
Ana Andjelic
Ana works as Digital Strategist at Droga5 in New York. Before joining Droga, Ana worked at HUGE, Inc, Razorfish, The Barbarian Group, AKQA and Wunderman. Her work has been focused on digital branding, digital marketing, and digital content strategies for clients like Citibank, Nokia, Toyota, CNN, Target, Maybelline, and Burberry. Ana is a frequent contributor to AdAge, where she writes about digital marketing, and also shares her thoughts on her blog, I [love] marketing. Her presentations included Miami Ad School, Hyper Island Master Class, and Social Media Week. You can find her on Twitter @andjelicaaa.
