Check back soon for details on the 2015 Annual Leadership Meeting taking place February 8-10, 2015
 
Digital Advertising Leaders Converge: 2014 IAB Annual Leadership Meeting


 

 

IAB Annual Leadership Meeting: Day Three Highlights

The 7th IAB Annual Leadership Meeting opened with Randall Rothenberg, President and CEO, IAB, preparing attendees for the brilliant conversations and thought-provoking speakers of the last morning of this weighty event.

Jack Haber, Vice President, Global Advertising & Digital, CP Colgate-Palmolive Company, addressed the mobile marketing challenge—one of the core commitments Rothenberg made for the IAB is to unlock the value of mobile. “There is a big gap in mobile marketing,” he said. Not only in terms of money, but in what marketers need and need to do to capitalize on the opportunity it presents. Mobile is an “opportunity to connect with everyone, everywhere in the world.” More people have mobile phones than toothbrushes in the world. It’s imperative for marketers to integrate mobile deeply into campaigns. So what’s the hold up? Haber presented a top 10 list of reasons and excuses, including, “What’s the ROI?,” “The agency didn’t put it in the plan,” and “I can’t afford it.”  Solutions he offered included agencies always including mobile in campaigns. Stop thinking of mobile as mobile; a lot of mobile usage is in the home. Stop thinking of it as a device; devices change, it’s a context. It’s time to re-image mobile, he said. 

Darren Herman, Vice President, Content Services, Mozilla, took the stage noting that in many ways the IAB and Mozilla are not very different. The two organizations pride themselves in putting the user first. They both want transparency through trust and believe that is the only way to push the industry forward. Herman focused his talk on three of the IAB five strategic pillars he sees key to Mozilla’s growth and success—Publisher Transformation, Moving Mobile Mainstream, and a Trustworthy Digital Supply Chain. Herman emphasized that Mozilla is a mission-driven non-profit and it truly can act on its mission without the need to be profit driven. They want to work with IAB and its members and extend an olive branch to the industry to work together to achieve common goals.

Then the tables turned. Attendees took to the stage to report most resonant ideas shared and issues debated in the previous day’s town halls to Rothenberg, new IAB Board Chair Vivek Shah, and other industry leaders in the audience. Topics included: Quality, Trust, and Validation: Can We Prevent Big Data from Becoming Digital Advertising's Achilles Heel?; Unlocking Value: How Can the Ecosystem Fully Leverage the Mobile Opportunity?; The Programmatic Reality: How Can We Structure People, Processes, and Technology for Success?; Fraud and Piracy: Can We Fix the Open Digital Advertising Supply Chain?; and The Viewability Switch is Flipped; How Do We Do Business Now?. The major learnings from each town hall will directly inform that IAB agenda, harnessing the combined insights from everyone in attendance to create positive change for the industry.

As is tradition, The Great Debate, where industry leaders are called upon to argue tough points, closed the show.  The hot button topic of the day: native advertising will fail—because of potential issues like stream blindness and the erosion of consumer trust—unless the industry can work to save it. Peter Minnium, Head of Brand Initiatives, IAB, set the tone by giving an overview of the findings of the IAB Native Advertising Task Force that are contained in the recently released IAB Native Advertising Playbook. Terence Kawaja, Founder and Chief Executive Officer, LUMA Partners, moderated the heated discussion. Expert debaters took on the following counterpoints.

  1. Banner blindness will become stream blindness
    Counterpoint: Ken Willner, Chief Executive Officer, Zumobi
  1. Agencies cannot create the volume and quality of native content necessary to populate every native ad
    Counterpoint: Baba Shetty, Chief Strategy and Media Officer, DigitasLBi North America
     
  2. Pressure to lower the wall between editorial and advertising will erode consumer trust
    Counterpoint: Meredith Levien, Executive Vice President of Advertising, The New York Times Co.
     
  3. Native advertising will not only implode, but it will kill social media as well
    Counterpoint: Brian Boland, Vice President, Ad Products, Monetization and Atlas, Facebook
     
  4. The most effective native advertising is by definition custom, which must be hand created and cannot be automated
    Counterpoint: Dan Greenberg, Co-founder & Chief Executive Officer, Sharethrough
     

The 2014 IAB Annual Leadership Meeting challenged the industry to step up and work together to solve the most critical issues inhibiting the growth of digital advertising. Attendees spoke their minds and keynote speakers inspired new ideas and ignited action—together it made for a memorable conference that will drive conversation and industry issues throughout 2014 with an eye toward 2020. 


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