Results tagged “Rich Media” from IABlog

When MRAID Met VPAID

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In May of 2014 the IAB published a position paper on the role and evolution of our major creative specifications, VPAID for video, MRAID for mobile rich media, and SafeFrame for friendly iFrames on the web. We observed that the worlds of each of these individual standards, which were created to facilitate distinct kinds of digital ads, were fast converging. As a result, technology vendors and ad designers increasingly found themselves seeking ways to combine their capabilities.
Today, IAB has solved one aspect of this industry challenge by releasing a final version 1.0 of the Video Addendum to MRAID. This new ad specification facilitates creating mobile video interstitial ads that incorporate MRAID-style rich interactivity and also benefit from VPAID’s standardized methods for counting video plays, partial and complete views, and other core metrics.

This is an important step toward helping video ads propagate throughout the mobile internet. MRAID has become a true industry standard for mobile rich media, and now we have standardized a way to run video ads in mobile interstitial rich media placements.

This project presented a number of interesting challenges, as a “container” that runs MRAID ads (that is, the software within a mobile app) plays a somewhat different role than a video player that runs digital video ads. Simply figuring out how to start playing an ad in this hybrid scenario—how the ad should signal that it needs both MRAID and VPAID support, and how the container should respond—took significant time and effort. But we’ve devised a good and practical solution, while keeping implementation as simple as possible. I don’t have space here to acknowledge the many people from rich media companies and video companies alike who tremendously helped make this specification a reality, but they have my sincere thanks for their time and expertise (and their bosses have my thanks, too).

The next step is for vendors that offer MRAID-compliant containers - the mobile rich media community - to evaluate this specification and determine whether and when to build its capabilities into the next version of their products. I expect it will take a little time for addendum-compliant containers to become widespread, but given the importance of mobile video, I’m sure that we’ll see strong adoption. I’m happy that we’ve achieved today’s milestone, and with my fellow IAB Mobile Center and Tech Lab staff, look forward to continuing to extend MRAID’s capabilities and usefulness in the always-changing mobile world.

About the Author

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Joe Laszlo

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

 


 
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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