Leaders Talking to Leaders: IAB Sold-Out Annual Leadership Meeting

Interactive is an AND media, not an OR media. The art and craft of persuasion must converge with the data-driven, highly measurable capability of online advertising for the interactive industry to move forward. That theme was clear as interactive advertising leaders assembled, in Orlando, February 22-24, to grapple with the biggest issues facing the media-marketing value chain. Ecosystem 2.0: Brands Battle Back explored how brands—agency brands, consumer brands and media brands—are focusing on the services they provide and the value of the user experience to make a stand against commoditization. To sustain growth in the current recessionary environment, all the ecosystem’s sectors must work together.

The crowd of nearly 500 was an impressive roll-call of ecosystem decision-makers—60 percent at the Vice President level or above. And, with marketers and agencies making-up more than 25 percent of those registered, the 2009 IAB Annual Meeting lived up to its reputation as an unprecedented gathering for discussion, debate and collaboration.

Complete coverage of the event including daily recaps, news releases, presentations, photos and more can be found on iab.net. Check back frequently—more information will be added. Learn more »

Digital video has arrived. The platform’s ability to provide sight, sound and motion—deeply engaging the user—and its limitless potential for relevance and distribution create a solution no brand can afford to overlook. The IAB Digital Video Marketplace can show you how to leverage this unsurpassed marketing opportunity.

Keynote Presentation:

Curt Hecht
VivaKi Nerve Center
Tracey Scheppach
Senior Vice President/
Video Innovation Director
Starcom USA

The creators of “The Pool” discuss how this first-of-its-kind collaboration among the industry's top online video suppliers and major marketers was conceived with the objective of developing and testing new formats for digital video advertising. Find out where they are, where they’re going and what the implications are for the industry at large.

IAB Professional Development: Early Spring Sessions Announced

• Marketing with Social Media and Networks—Tuesday, March 17, New York

Trying to understand the breadth of the social media opportunities available today? Marketing with Social Media and Networks introduces publishers, agencies and marketers to the fundamentals and the first steps of executing social campaigns. Taught by Pete Spande, VP Sales at Federated Media, the two-hour course will provide definitions, advertising ideas, custom app opportunities and other insights to both IAB members and non-members.

• Ad Operations for Account Execs—Wednesday, March 25, New York

Understand the key operational issues that the successful AE must keep in mind when selling. Ad Operations for Account Execs will highlight facets of ad ops that AEs can focus on to speed execution and improve the bottom line. Experts from AOL, The New York Times, and Univision will explain the ad ops role and share strategies for avoiding common pitfalls in areas such as targeting, prioritization and rich media execution in this two-hour session for both IAB members and non-members.

Both sessions count toward the IAB Certificate in Interactive Advertising, earned after 40 hours of training with the IAB or our approved partners. Read more and register »

IAB News: Jump-starting 2009

In conjunction with Annual Leadership Meeting, the IAB recognized members for sales and service excellence, released the 2008 Annual Report and announced several new initiatives.

Annual Sales and Service Excellence Award Winners
The Sales Excellence Awards honor IAB members for outstanding performance and leadership in interactive advertising sales. IAB Service Excellence awards honor outstanding member contributions to IAB industry-related initiatives. Read more »

IAB Annual Report
In 2008 the IAB took bold steps to protect our members’ interests in the public policy arena, increase accountability in metrics, drive industry expansion by reaching out to and educating marketers and agencies about the advantages of the interactive medium and much more. Download the 2008 Annual Report »

IAB and 4A’s Announce New Agreements to Simplify Interactive Advertising Operations
The IAB and the American Association of Advertising Agencies (4A’s) announced a set of ground-breaking agreements on voluntary business process standards which, if adopted by agencies and publishers, will significantly reduce cost and complexity in the planning and buying of interactive advertising. Read more »

IAB Takes on Creativity in Interactive Marketing Communications, Forms Advertising Agency Advisory Board
The IAB has formed an Advertising Agency Advisory Board comprised of 12 senior executives from the nation’s leading creative, digital and media agencies. The new board’s objective is to spark dialogue among agencies, publishers and marketers, and even between media agencies and creative agencies. The IAB also intends to use the board to infuse the agency point of view more fully in its guidelines work and to drive forward the importance of premium online experiences, with audience as the first priority. Read more »

IAB Launches Task Forces to Tackle Data Ownership and Contracts for Interactive Advertising Sales
The IAB has launched task forces comprised of industry leaders to address two of the biggest issues facing the interactive advertising industry—data ownership and media contracts between buyers and sellers of interactive advertising. Read more »

IAB Issues Audience Reach Measurement Guidelines; Standardizes Key Industry Metrics
The IAB released the final version of the Audience Reach Measurement Guidelines. These guidelines provide clear, consistent definitions of key metrics and create a single standard for measuring Web audience sizes. Read more »

In addition to the announcements the IAB made at its Annual Leadership Meeting, the following initiatives were rolled out in February:

IAB Issues Click Measurement Guidelines for Public Comment
The IAB released Click Measurement Guidelines, a document that will establish parameters for the accurate buying and selling of cost-per-click advertising, an important and growing category of interactive advertising. Read more »

Key Advertising Groups Committed to Strong Industry Self-Regulation and the Development of Privacy Guidelines for Online Behavioral Advertising Data Use and Collection
Four leading marketing and advertising industry associations affirmed their continuing commitment to work together to develop a cross sector set of privacy principles for online behavioral advertising in order to respond to the challenge issued by the Federal Trade Commission for comprehensive industry self-regulation. The associations are the 4A’s, the Association of National Advertisers (ANA), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB). The Council of Better Business Bureaus (BBB), a leading organization dedicated to advancing marketplace trust, is also part of the effort. Read more »

IAB Advances Effort to Solidify Infrastructure for Digital Video Advertising; Releases Video Player-Ad Interface Definitions for Public Comment
The IAB released Video Player-Ad Interface Definitions Guidelines (VPAID) for public comment through March 5. The announcement represents another important step in the IAB’s infrastructure initiative that seeks to build a common language for buying, selling, creating and delivering digital video advertising. The series of definitions in the VPAID Guidelines help the interactive industry:

  • Define a standard method for video ads to communicate with video players and enable ad compatibility across all VPAID-compliant players
  • Provide specifications that can be implemented by any type of video player
  • Cut production costs and improve ROI for advertisers while enabling a less intrusive experience for video content viewers.

Read more »

Special Rate for ad:tech San Francisco—April 21-23
Save 20% on a full conference ad:tech pass. Use code: IABA9. www.ad-tech.com/sf There's little room in this economy for marketing missteps. Get it right at ad:tech San Francisco with SMX@ad:tech, case studies, a media boot camp, training courses, takeaway tips and more. Opening Keynote - Jimmy Wales, Founder, Wikipedia.org.

"A Bigger Idea”: A Manifesto on Interactive Advertising Creativity
— by Randall Rothenberg

3 Minute Ad Age Video featuring Randall Rothenberg
IAB Targets Online Marketing’s “Creative Crisis”

IAB Member Webinars
The Future of News: Making Money with the Mass Media
Wednesday, March 11
(IAB members only)

Lead Generation
Wednesday, March 25
(IAB members only)

Associate Members
Brash Insight
Canoe Ventures, LLC
Smart AdServer
YieldEx, Inc.

Small Publishers
Belgica Srl

IAB Digital Video Marketplace
April 20, 2009
New York

IAB Social Media Marketplace
May 18, 2009
New York

IAB Games Marketplace
June 15, 2009
San Francisco

IAB Mobile Marketplace
July 13, 2009
New York

IAB MIXX Conference & Expo
September 21-22, 2009
New York

September 22, 2009
New York

IAB Ad Operations Summit
November 16, 2009
New York

IAB Audience Measurement Leadership Forum
December 7, 2009
New York