Olympic Games Go Mobile: United Kingdom vs. United States
With the Olympic Games underway in London, consumers around the world are avidly following this major event though a variety of media and devices. The U.S. IAB’s Mobile Marketing Center of Excellence, IAB UK, and Mojiva partnered to shed some light on how mobile fits into this picture. A brief survey of American and British mobile consumers reached by Mojiva’s ad network regarding their plans for the mobile summer Olympics. The results paint a picture of two countries that are similar in terms of mobile adoption and usage, but different in terms of Olympic interests and priorities. Read more.
- Roughly three out of every four of both the U.S. and U.K. respondents said they would follow their country’s team on their mobile device in some way.
- 20% of U.S. respondents will look-up products that team/athlete endorses … Only 12% of UK respondents will do so.
- Approximately 50% of both U.S. and U.K. respondents will use their mobile device for Olympic-related activities while watching live events on TV.
Advancing Mobile Marketing
On July 16, in the heart of New York City, mobile marketing thought leaders, industry participants, and enthusiasts, gathered for the 4th annual IAB Mobile Marketplace themed “Making Sense of the New First Screen—Reach, Engage, Measure, Monetize.” Presenters and attendees delved in to a wide spectrum of mobile topics, including mobile’s critical need to be “a part of” rather than “apart from” the larger digital advertising ecosystem, innovative advertising opportunities at live events and in games, a call for evolution in the planning and buying process to support mobile’s distinct capabilities, and supply and demand issues facing the wireless spectrum. The education attendees gained is surely coming to life as competitive advantages in offices around the country. For a full recap and videos, click here.
Share Your Point of View: Opportunities for Public Comment
IAB Mobile News
- MRAID 2.0 ‘Mobile Rich-Media Ad Interface Definitions’ is propelling the mobile ad-serving ecosystem forward with an update addressing the evolution of HTML5. The original, MRAID 1.0, simplified the process of creating rich media ads on mobile devices by establishing a common set of APIs (application programing interfaces) that agencies could use to quickly and easily run rich media ads across applications. The public comment period for MRAID 2.0 ends August 10. Comments are being accepted at [email protected].
- IAB Mobile Rising Stars Ad Unit Specifications IAB Mobile Rising Stars are now ready for broad adoption and are open for public comment. Hundreds of marketers and publishers have already been implementing these units across mobile devices since their initial release, yet this marks the first time IAB will make them available to the industry at scale. The public comment period for the IAB Mobile Rising Stars specifications will run through August 16. Comments are being accepted at [email protected].
IAB Reveals Tablets & Smartphones Generate Strong Ad Engagement
Illuminating the different ways that smartphones and tablets are changing consumer behavior, IAB and its Mobile Marketing Center of Excellence released “Mobile’s Role in the Consumer’s Media Day,” an in-depth report that reveals how consumers’ receptiveness to advertising varies by device, time of day, and location. One key discovery: There is a strong degree of ad interaction among tablet users, with nearly half (47%) saying that they engage with ads on that device more than once a week.
Business Insider Names IAB’s Anna Bager one of the 20 Most Important Women in Mobile Advertising
Business Insider honored Anna Bager, VP and General Manager, IAB Mobile Marketing Center of Excellence, citing her influential position at IAB, her relationships with other leaders in mobile advertising, and for hiring the industry’s “first-ever lobbyist in Washington devoted solely to mobile advertising.” See the full list of honorees.
Making Measurement Make Sense—Time to Get Up to Speed
On July 25, Sherrill Mane of IAB, Duke Fanelli of ANA, and Mike Donahue of 4A’s, with guests David Gunzerath of the Media Rating Council and John Frelinghuysen of Bain & Company, hosted a webinar to update the community on this major, cross-industry initiative that will change the way digital media is bought and sold. The webinar—relevant to marketers, agencies, and publishers—is available on the new digital home of the Making Measurement Make Sense initiative, here.
- Timeline for viewable audience-based measurement to replace server measurement
- Benefits for cross-platform media planning
- What needs to change to make viewable impressions a reality
- Overview of digital GRPs
- MRC expansion to lead standard setting on behalf of the entire ecosystem
- Benefits of a digital ad taxonomy
- Preview of future 3MS deliverables: brand performance metrics, social media measurement, mobile
IAB Digital Advertising Wiki: Check It Out
Because our industry’s jargon and processes are unique, the IAB has created a centralized spot where marketers, agencies, and interactive publishers can collaboratively populate a database of information on interactive advertising. Ultimately, this space serves as a reference to both industry veterans and newcomers alike. Please feel free to submit new entries as well as update existing ones at www.iab.net/wiki.
IAB Agency Advisory Board Got Immersed in Silicon Valley
On July 9-11, the IAB facilitated a historic, in-person sharing of ideas between senior executives from Madison Avenue and Silicon Valley. Michael Lebowitz, Founder and CEO of Big Spaceship and Chair of the IAB Agency Advisory Board led the select group with Randall Rothenberg, IAB President and CEO, and David Doty, Executive Vice President and CMO, to intimate, informative, and inspirational interactions with thought leaders at Twitter, Facebook, Kleiner Perkins Caufield Byers, and Stanford University.
I Heard It Through the Grapevine
More and more people are talking about Making Measurement Make Sense. Mike Donahue of the 4A’s, Duke Fanelli of the ANA, and Sherrill Mane of IAB address inaccuracies they’ve heard in the conversations.
Watch and Learn: Gaining Mobile Marketing Inspiration and Instruction at Cannes Lions
by Anna Bager, IAB Mobile Marketing Center of Excellence
Growing the Future: MIXX Awards Judges on Mobile Marketing
by Tracy Keller, IAB
Professional Development Classes
in the IAB Ad Lab
How to be a Digital Media Trader, Produced by Prohaska Consulting, Led by Matt Prohaska
Monday, July 30 - Wednesday, August 29
Understanding Search Marketing and PPC for Display and Ad Sellers, In Partnership with The Center for Sales Strategy
Tuesday, July 31
Exploring Mobile Markets, Taught by 212 Professional Development
Tuesday, July 31
Intelligent Selling of Interactive Advertising – Level I, Taught by The Laredo Group
Tuesday, September 11 or Tuesday, November 13
Intelligent Selling of Interactive Advertising – Level II, Taught by The Laredo Group
Wednesday, September 12 or Wednesday, November 14
Intelligent Selling of Interactive Advertising – Level III, Taught by The Laredo Group
Thursday, September 13 or Thursday, November 15
Aha Radio by Harman International
National Football League
New York Public Radio
Long Tail Alliance Members
Generation Next Ad Network
Rio Star Publishing