Digital Advertising Leaders Converge: 2014 IAB Annual Leadership Meeting


 

 

IAB Annual Leadership Meeting: Day One Highlights

Blast off. The 7th Annual IAB Annual Leadership Meeting, “Marketing 2020: The Digital Agenda,” exploded to life. Randall Rothenberg, President and CEO, IAB, rallied the audience of more than 1,000 influencers. “You are, by all definitions of the concept, defining the agenda for our industry.” Over the course of the next few days, the preeminent leaders of marketing, media, and technology will share their perspectives on how to tackle challenges and drive profitable and successful futures. Through the town halls, your voices and your ideas will be amplified. “Your input will directly inform the digital agenda we will pursue over the next several years,” he said.

Following a vote to approve the 2014 Board of Directors, and including the new Chairman, Vivek Shah, CEO of Ziff Davis, Inc., and Vice Chair, David Morris, Chief Client Officer, CBS Interactive, Rothenberg held the gavel in his hand to call the meeting to order, when his business was interrupted by a group of members. They marched up to the stage with a gift—the domain name IAB.com for the IAB, whose digital home had long been stationed at IAB.net.

Next, Shah took to the stage announcing the 20th birthday of the ad banner, using this landmark, to urge the industry to live up to its potential. “We have to stop devaluing digital media,” he said. “No more traffic fraud. Let’s end it,” he demanded. “No more denigration of our ad units. It’s not the ad units...We must insist in more creativity and less clutter,” he challenged. “Let’s embrace the new metrics from the 3MS coalition and dislocate the click-through rate,” he ordered. While there is clearly work to be done, “our third decade will be our best yet.”

After the presentation of the esteemed IAB Service Excellence Awards, David Moore, Chairman, Xaxis, introduced the first keynote speaker of the event: Nick D’Aloisio, Product Manager, Yahoo.

D’Aloisio opened the conference with big, simple, and even counterintuitive ideas about mobile, user experience, and content. At age 15, investors like Li Ka-Shing were investing in his work; at 17, Yahoo bought his app Summly, a program that algorithmically generates summaries of the news. On stage, he told the story of his last few years laced with sharp and sometimes surprising insights about user behavior and design. Users want immediacy, particularly on mobile. They will indulge in long form content later on other devices. It’s not about creating a new addiction—there’s limited room for products people use repeatedly throughout the day—but instead it’s about reliance, regularity, and creating new habits. “There’s no point in designing a mobile experience if you don’t have in mind a daily habit,” he said. The demand for social everything is waning. The market is devolving from emphasis on the social graph of the last ten years to anonymity.

After Rothenberg honored the sales executives responsible for helping digital advertising soon to become the largest advertising sector in the industry by announcing the IAB Sales Excellence Awards, he adjourned day one. The audience was wowed—inspired and excited to talk about all they just learned at the Welcome Reception.


Stay tuned to this space for updates, recaps, photos, and videos as the 2014 IAB Annual Leadership Meeting commences.


IAB Announcements at Annual Leadership Meeting

General Coverage

  • New York Times | East Meets Forbes
  • AdAge | Premium Publishers Are Getting Victimized By Traffic Fraud, Too
  • AdAge | IAB President: Digital Ad Supply Chain Needs Fixing
  • DigiDay | No Silver Bullet to Ad Fraud
  • AdAge | Special Report: IAB Annual Leadership Meeting
  • Adotas | Cookie Debate Research
  • Mobile Marketing Watch | Industry Titans Encourage Renewed Focus On Multi Channel Advertising
  • New York Times | Did Anyone Look at That Ad?
  • AdWeek | New IAB Chairman Takes Industry to Task ‘Stop the devaluing of digital media“ 
  • Marketing Vox | IAB Honcho: Our Dirty Secret No Longer Secret
  • Digiday | IAB Chair: Time to Take Ad Fraud Seriously
  • AdAge  | IAB President: Digital Ad Supply Chain Needs Fixing
  • Adotas | Google, Yahoo, and Other Industry Leaders Donate IAB.com to IAB
  • ReCode | Yahoo Wonder Boy Nick D’Aloisio Drops Knowledge on Web Publishers

IAB China Launches in Beijing

  • AdAge | IAB Launches China Chapter to Build Industry Standards

IAB Mobile Letter from Advertisers to Publishers

  • AdAge | IAB To Advertisers: Time to Step Up Your Mobile Game
  • MediaPost | IAB Urges Marketers To Use HTML5 For Mobile-Ready Ads
  • BusinessInsider | IAB Issues Open Letter
  • GoMoNews | IAB publishes Open letter from publishers to advertisers

IAB Defines Cross Platform Ad Engagement

  • MediaPost | Hey IAB, Try Measuring Me For These: Anger, Disappointment, Frustration
  • MediaPost | IAB Redefines Ad Engagement, Clarifies Core Metrics Cross-Platform
  • Research-Live | IAB answers the question: what is ad engagement?
  • RBR | IAB defines cross-platform ad engagement

Digital Video Rising Stars Part of Ad Standard Portfolio

  • VideoInk | IAB Standardizes Digital Video Rising Star Ad Formats

Handle with Care: Ten Steps to Good Data Stewardship

  • Adotas | IAB Issues Ten Best Practices

IAB Mobile Video Buyers’ Guide

  • MediaPost | IAB Issues Mobile Video Buyers' Guide
 
 



 

IAB News Releases—Fresh off the Wires

IAB Releases ‘Mobile Video Buyer's Guide' To Answer Burning Questions Regarding Mobile Video Ads
10 Steps to Effective Data Stewardship Outlined in New IAB Best Practices Guide
IAB China Launches in Beijing, Joining IAB Global Network To Advance Cooperation Between Digital Companies in China and From Around the World
Digital Video Rising Stars Added To IAB Standard Ad Portfolio, Augmenting Sight, Sound & Motion With Interactivity At Scale
IAB Defines Cross Platform Ad Engagement And Identifies Core Digital Metrics As Part Of The Making Measurement Make Sense (3MS) Initiative
IAB Honors Exceptional Leaders In Digital Advertising With Its Annual Sales & Service Excellence Awards
IAB Board Of Directors Elects Ziff Davis CEO Vivek Shah As New Chairman
Over 1,000 Digital Marketing Executives Gather in Palm Desert for the 2014 IAB Annual Leadership Meeting