Most marketers acknowledge that as mobile devices continue to become extensions of the individual, the opportunity to deliver highly relevant and personal advertising is tremendous. The power of the mobile format is further enhanced through location data; an indispensable tool for reaching consumers at the exact moment of need and the heart of most mobile advertising conversations.
In many respects, location is the new cookie in digital advertising currency, and understanding how location data can be best applied in marketing and media capacities is the key to unlocking the targeting value of mobile.
Media agencies and marketers can now confidently assert a general awareness of the different types of mobile location data available; however, many may be overwhelmed by the broad range of names, terms and definitions used to describe varying mobile location tactics and the associated technologies they employ. With a bevy of tactical approaches out there, it can be challenging to understand how one geo-focused targeting strategy differs from another. Furthermore, industry professionals will often use the names of different geo targeting tactics interchangeably, exacerbating the muddied waters that encompass mobile location.
For those seeking practical use cases for running successful locally targeted campaigns across mobile devices - including smartphone and tablets - The IAB’s Mobile Location targeting Working Group has assembled a paper, available at www.iab.net/mobilelocation. Clear, concise descriptions are included to help easily decipher what separates one location technology from another.
The paper offers case studies with actual campaigns as in-depth examples of how marketers are successfully capitalizing on local targeting and location data to increase the effectiveness of their mobile marketing campaigns. These detailed examples bring clarity to how various types of location data when uniquely employed can help a brand or advertiser achieve their custom campaign goals.
As we head into the promise of a truly “cross-platform” digital advertising world, location will only become more important, especially in light of the impressive amount of connected devices coming into the market. Marketers and agencies alike should become familiar with the various location data sources and their uses.
About the Authors
Peter Weingard and Noor Naseer are co-chairs of the Mobile Local Targeting Working Group, part of the IAB’s Mobile Marketing Center of Excellence. To learn more about the Mobile Center visit iab.net/mobilecenter.
VP, Marketing, City Eats
Co-Chair, IAB Mobile Local Committee
Manager, Mobile, Centro
Co-Chair, IAB Mobile Local Committee
So Why Aren’t You Supporting SafeFrame?
Last year, IAB issued an industry-wide call to replace all iFrames used in digital advertising with SafeFrames. SafeFrame is a new ad serving technology standard developed to enhance in-vivo communication between digital ads and the publisher pages where those ads are displayed, all while maintaining strict security controls. We did so fully understanding the enormity of the work that would be required of publishers to re-tag an estimated 60% of the Internet—not a trivial task. As we approach the one year anniversary of SafeFrame’s release (March 19th) I think it’s fair to state that, while industry adoption is chugging along, it could be better.
One notable early adopter of SafeFrame is Yahoo. Today a majority of Yahoo’s display advertising inventory is served in SafeFrames (that’s billions of impressions every day!) - and Yahoo is actively pushing towards a 100% deployment goal. To be fair to those still in the process of implementing SafeFrame, Yahoo co-led the industry initiative, along with Microsoft and IAB, to make SafeFrame an advertising standard. Nevertheless, to call Yahoo’s contribution to SafeFrame notable is really an understatement.
Since its release last year, a working group at IAB has been focused on tearing down barriers to SafeFrame adoption. The most cited of which has been the need for support by rich media vendors—an understandable barrier to those who comprehend the technical underpinnings of the digital supply chain. We realized early on that we were in a chicken-and-egg conundrum with respect to SafeFrame adoption—without dedicated support from rich media vendors, who package ad creative for trafficking across a variety of publisher sites, neither advertisers nor publishers would be particularly incented to adopt SafeFrame.
Yahoo stepped up to help the industry address the SafeFrame adoption challenge. Yahoo worked closely with top rich media vendors to get SafeFrame off the sidelines and into production environments globally. As a result of Yahoo’s leadership and efforts, 23 rich media vendors now support SafeFrame (see list of vendors.)
With this significant barrier removed, it’s time for those who have been on the sidelines to take action. And with Google’s update to DFP due to support SafeFrame in the first half of 2014, there should be no doubt that this new technology standard is here to stay.
Finally, what most people don’t know about SafeFrame: it’s not just about viewable impressions. Sure, SafeFrame provides publishers, marketers and third-party ad verification services a simple, transparent, standards-based and cost-free API for determining an ad’s viewability state. And with all the deserved attention 3MS (Making Measurement Make Sense) has brought to viewable this past year, it’s no wonder that folks have honed in on this key feature of SafeFrame. So, while SafeFrame helps to solve for viewability measurement, it can do so much more.
Think of SafeFrame as an extensible technology platform that can be used to solve for many issues confronting our digital supply chain. To name a few, SafeFrame already supports programmatic sale of expanding rich media, sharing of metadata, enhanced consumer security and privacy controls, enhanced publisher security and the prevention of cookie bombing. With more SafeFrame features currently in the development pipeline, we see SafeFrame as a base standard that will be extended in ways we have yet to conceive. Simply stated, SafeFrame is the new container tag for digital advertising: it solves many of the digital supply chain issues we face today as digital advertisers and publishers, and is extensible to solve tomorrow’s problems too.
To learn more about why your company should be supporting SafeFrame, we’ve made it simple, with easy to understand educational materials for the marketplace, including an educational video, a feature comparison chart of ad trafficking methods, and an extensive FAQ.
About the Author
Since we launched the IAB Certification program nearly two years ago I’ve been Vice President, Training and Development. Now, at the IAB we don’t go out of our way to be cute or creative when we use titles; they are meant to be accurate, expressive, and to-the-point. No Senseis or Shepherds here. As a result no one has ever not understood what my role is at the IAB.
Still, the longer that I’ve had this position, the more the title has seemed inappropriate to me. It’s the word training that bothers me. Training is something that’s done to people (or dogs!) Training sounds passive. It conjures up the image of a student held hostage in a classroom, passively absorbing information. Training is what managers send employees through.
But learning is completely different. Learning is active, not passive. We choose to learn. We all want to learn, all the time, to experience new things. Learning occurs in the classroom, but it also happens on the job, at home, anywhere and everywhere; with others or by oneself. Others might control my training, but I control my learning. Which one is more likely to stick with me?
That’s why we created IAB University (IAB.U), an industry educational hub where everyone across the ecosystem, from every level, can come together to learn from each other. At IAB University you can be on the receiving end of digital advertising education or you can teach your peers. Plus, participants receive IAB Learning Credits good towards IAB Digital Media Sales or IAB Digital Ad Operations recertification programs, if they need them.
The IAB is flush with subject matter experts. Experts abound. Need to learn the latest on programmatic? Interested in how native advertising works? Unclear on what a viewable impression is? If there’s something you need to know about digital advertising, our members have the answers. The IAB has always been a tremendous resource for thought leadership and cutting-edge expertise; that’s truer today than ever as our industry continues its remarkable growth.
We realize more and more people come to the IAB to learn. We are attracting more junior level employees and people relatively new to the industry. Learning comes in all flavors— a webinar, a conference, a panel of experts, a town hall of newbies. Just about every program the IAB offers is a learning experience, and we hope you will take advantage of those learning experiences whether you are seeking recertification or just want to stay abreast of what’s happening out there.
But here’s our hope—that many of you will share your expertise or newly-found research with others in our community. Did your company just release a piece of research? Turn it into a webinar for IAB members. Are you an expert on some new trend? Put together a panel so that IAB members can discuss, at your place or ours. Let’s figure out a way to make learning continuous and collaborative.
We’re already beginning to put together a free program of learning opportunities. If you are interested in learning more about IAB University or want to be part of the IAB University “faculty” to let us know what you want to teach please start here iab.net/iabu.
And with that…
About the Author
With the Oscars upon us this Sunday, naturally the movies are on everyone’s mind. That’s true of the IAB’s Mobile Center and InMobi as well. We teamed up with Decision Fuel to do a deep dive into how mobile helps people learn about movies and purchase tickets.
Our new research shows that mobile phones play an important role for moviegoers, one that studios marketing films and multiplexes attracting patrons must increasingly factor into their media plans if they’re looking to reach movie buffs at the moment they are selecting a film to go see, or even at the moment of purchase itself.
We first examined who mobile moviegoers are and how many films they watch. Fully half the moviegoing audience reports seeing a movie in a theater at least once a month, and 18% say they go to the movies three or more times per month.
Fifty-six percent of moviegoers say they use their mobile phones to learn more about movie and entertainment options, roughly equal to the 57% that learn about entertainment from TV. Mobile phones are a much more important information source than PCs (used by 39%) or print media (used by 26%).
And mobile isn’t just an occasional information channel: 49% of moviegoers say they use their mobile phone “always” or “very often” to help plan their trips to the movies.
Mobile moviegoers also use their phones in tandem with other media to learn about movies and entertainment: 87% turn to mobile after seeing ads for movies on other channels. Movie marketers must master the art of weaving mobile into a comprehensive mixed media strategy.
Mobile moviegoers use their phones at all stages throughout the movie trip process—during pre-show activities such as planning and purchasing, at the theater to “check-in”, and after the show to plan other events. All of these stages in the movie path-to-purchase are opportunities to reach these people and influence what they go see, incentivize them to spread the word, and encourage their next trip to the theater.
Finally, we looked at how mobile moviegoers purchase tickets. Thirty percent of moviegoers purchase movie tickets via their phones. This makes on-device ticket purchases comparable to PC online purchases (cited by 34% of moviegoers) and box office purchases at showtime (35% of moviegoers).
The study concludes with concrete advice to movie marketers, pointing out ways to leverage mobile at every step on a movie buff’s path to purchasing a ticket.
If there was an Oscar for Best Supporting Technology for Moviegoers, mobile phones would have a lock on it. Whether the biggest blockbuster or the smallest indie flick, movie buffs leverage their phones to make the moviegoing experience easier. IAB and InMobi are excited to help the movie industry track mobile’s importance, although we remind moviegoers everywhere: once the film starts, please, silence your smartphones.
To view the full report visit www.iab.net/mobilemoviegoing.
About the Author
Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.
On Tuesday, January 28th, the Wall Street Journal posted an article focused on the release of an IAB paper “Privacy and Tracking in a Post-Cookie World.” The story on WSJ.com originally contained three errors related to fundamental aspects of the IAB’s membership, technical ramifications of described technology and the nature of the document discussing current technological alternatives to the cookie. We appreciate the Journal’s willingness to make those fixes resulting in a decidedly more accurate representation of the IAB and the digital advertising industry. However, I would still like to address a few instances of language selection that could be easily misinterpreted by an average reader.
First, I would like to explain what a cookie is and how it works, since the description in the Wall Street Journal wasn’t on the mark.
The IAB’s Wiki calls it “a string of text from a web server to a user’s browser that the browser is expected to send back to the web server in subsequent interactions.” Yes, the cookie is also the means by which tracking and preference management happens today in digital advertising, but “code” is another word for software that implies active functionality. As anyone familiar with web or internet technology knows, a cookie is just a marker like a security badge (the analogy given in our whitepaper) or a supermarket customer loyalty card.
Second, within the article, there is an implication that client-generated state management (device IDs) could consolidate online tracking in the hands of specific vendors.
In fact those vendors would only control the underlying mechanism that creates the IDs and not the nature of the way those IDs are used by the industry. This is equivalent to saying that the phone company has control over your supermarket loyalty program data because in that case the ID is your phone number. In fact, within this particular solution class, we have seen two very privacy-centric implementations by Apple and Google in their respective mobile operating systems.
The third potential misinterpretation comes from the statement that device IDs solve the problem of cross device tracking.
Since client-generated state is created within a specific operating environment (such as a device operating system or a browser) it does not enable cross-device tracking. In fact, no current implementations of client-generated state allow automatic industry-wide cross-browser or cross-device tracking. This can and should only ever be possible at the bequest of the user.
Lastly, the cloud solution class described in the document is meant to be a connector between different state management technologies, not a warehouse of personal data, as asserted in the article.
In fact, the cloud technology envisioned in the whitepaper could become the technology that enables a user to synchronize their advertising preferences across devices and domains.
In fairness to the journalist, I recognize that this is rather technical for a general business audience. But, we at the IAB feel it is important to accurately represent technology and prevent the perpetuation of misunderstanding for the purpose of easy readability.
About the Author
Steve Sullivan is VP of Advertising Technology at the IAB, and on Twitter at @SteveSullivan32.
By: IAB Mobile Marketing Center of Excellence and Millennial Media
As the latest in our series of research projects on how owning mobile devices changes the way people live their daily lives—on both typical days and special occasions—IAB teamed up with Millennial Media to survey Americans’ plans to watch Super Bowl XLVIII, including what they expected to be doing with their smartphones during the big game. We enriched the survey findings with 2103 Super Bowl mobile media and advertising insights drawn from Millennial’s network that have implications for this coming Sunday.
According to an IAB survey conducted online by Harris Interactive in January among over 2,000 U.S. adults, 74 percent of American adults said they are planning to watch the Super Bowl this year. That’s a slight increase from the 70 percent of American adults who said they planned to watch in 2012 (per a similar IAB study). The past two years have also seen a dramatic change in smartphone adoption: In 2012, 43 percent of Americans planning to watch the Super Bowl owned a smartphone. In 2014, that number has grown to 61 percent. For marketers running ads during the game, then, having mobile ties built into those expensive commercial slots is transitioning from a nice to have to a must have, as a strong majority of likely viewers will be able to take advantage of a smartphone call to action.
This strong usage trend was reflected on the Millennial Media platform during the 2013 game, as total mobile traffic on their platform on Super Bowl Sunday was 10 percent above average. In fact, Millennial also saw that mobile traffic in Sports apps was 54 percent higher than the platform average, and traffic in Social apps was 7 percent higher.
The IAB survey this year found that 57 percent of smartphone owners with plans to watch the game expected they would use their phones during the game. And a number of specific activities stood out. As far as communication channels, 36 percent of the smartphone-owning game-intenders said they’d use their smartphone to text, email, and/or instant message with friends (the most-cited activity), while 21 percent said they’d be posting to social media and only 16 percent said they expected they’d call friends and family to talk about the games. Multitasking is also important: 20 percent said they’d be checking non-Super Bowl-related news and information. And ads are important too: 14 percent expected to look up information about ads or products advertised during the game.
We looked at how the activity data break down between men and women. Eighty-three percent of male smartphone owners plan to watch the Super Bowl, versus 75 percent of female smartphone owners, a significant difference. But by and large, the Super Bowl is an equalizer, and male and female smartphone owners who plan to watch the game expect to be using their devices very similarly on Sunday—our survey noted no statistically significant differences in planned smartphone use by male versus female device owners.
To provide some deeper insights into what to expect as far as Super Bowl mobile traffic and advertising, Millennial revisited its 2013 platform data. In terms of peak usage times, Millennial found that mobile traffic during commercial breaks was 10 percent higher than while the game was on.
Millennial also analyzed mobile application categories used during the Super Bowl commercials. The top three corroborate reported usage plans from this year’s survey:
From a mobile advertising perspective, Millennial identified a few key trends from 2013. In terms of advertising verticals four stood out:
In terms of advertising goals, most Super Bowl mobile advertisers Millennial tracked aimed to build brand awareness (71 percent) as opposed to launching a product (21 percent) or driving traffic to a mobile site or application (7 percent). And most used rich media and some form of targeting to be sure their ads reached an interested audience, and successfully captured their attention.
The Super Bowl has always been about TV and football and snacks and friends—and of course the commercials. Going forward, as smartphone adoption climbs and data usage continues to grow, it’ll increasingly be about mobile media as well. We at Millennial Media and the IAB Mobile Center are looking forward to tracking those trends as they unfold.
IAB Survey Methodology
The IAB surveys were conducted online within the United States by Harris Interactive on behalf of IAB from January 17-21, 2014 among 2,047 adults ages 18 and older and from January 23-25, 2012 among 2,217 adults age 18 and older. These online surveys are not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Joe Laszlo, IAB Mobile Marketing Center of Excellence, at [email protected].
Millennial Media Methodology
Millennial Media data is based on actual campaign and platform data from February 2013.
About Millennial Media
Millennial Media is the leading independent mobile advertising platform. The Company’s unique data asset and full technology stack enable its demand and supply-side clients to garner meaningful results to drive their business. Based on its mobile-first approach to data, technology, and audience targeting, Millennial Media is leading the market by connecting consumers with relevant messages across screens. For advertisers looking to reach and engage with consumers in powerful ways, Millennial Media offers a broad array of solutions, delivered through brand, performance, and programmatic approaches. For developers and publishers, the Company offers a comprehensive set of managed and automated services to maximize revenue.
Visit Millennial’s Research Page to sign up to receive Millennial Media-related news. For questions about the data in this report, or for recommendations for future reports, please contact us at [email protected]
When phones were still considered the ‘3rd screen’, one of the first ways advertisers tried to reach audiences was through SMS campaigns. American Idol anyone? But mobile-friendly social networks such as Twitter, Facebook and Instagram, with their glitzier interfaces and richer communications through video and images quickly left SMS campaigns in the dust.
But, a Facebook post only has a real life of 3 hours, and a tweet 18 minutes before getting flushed down the timeline. The rise of mobile messaging apps such as WeChat, Line and KakaoTalk promise to combine the direct targeting of SMS with the continuity and multimedia richness of social network communication. How can marketers use these platforms to talk to their consumers effectively?
1. Talk in Emoji
For brands or agencies leading the pack, consider emoji a new exercise in art and copy. Katy Perry’s ‘Roar’ lyric video illustrates how familiarity with the canned symbols is just as important as familiarity with the alphabet in this new craft. For example, the ‘super’ for the line “I got the eye of the tiger a fire”, was “I got the (winking smiley) of the (side tiger)(front tiger)(side tiger) a (flexing bicep).” If that just had you go “???”, think of it as having your copywriter and art director combine into one role, and express in Wingdings. And brands will probably have to get used to the fact that using smileys —and chickens, and monkeys, and poop icons— in their corporate communications is now ‘on-brand’.
Katy Perry’s “Roar” Lyric Video mashes emoji and text
FYI, Whatsapp, whose interface was featured in the video, didn’t have to pay Perry a dime, simply because she was a fan… and probably has her finger on the pulse of the millennial consumer ;)
2. Hand over your brand with branded stickers
Besides the default emojis, most of the apps come with another type of communication format: Stickers. While emojis are static, canned default symbols from the app, stickers are large, downloadable add-on (read: brandable) GIFs, usually of cute animated characters. The expressiveness of stickers have fans of Line in Taiwan creating viral melodrama comics using the brand’s sticker characters, bunny and bear.
The Walking Dead official account on Line just released their zombie sticker set on Nov 5, allowing fans to disseminate the apocalypse. Stickers are also the perfect vehicle for celebrities. Korean pop idols such as G-Dragon and 2PM have their own suite of mini-me stickers —laughing, crying, booing— expanding the meaning of ‘give your brand over to the fans’. I’m waiting for a Quick Service Restaurant (QSR) to release dancing burgers so I can express my hunger. Turn on your notifications, branded stickers might just become the next hashtag.
Furthermore, these apps are linked to a whole creative suite of ‘in-house’ editing apps such as Line Camera and KakaoStory, that allow you to add filters, messages, stamps to your messaging images. There is a huge possibility there to put a spin on the now ubiquitous photo campaigns.
Branded stickers allow consumers to express themselves with your content.
In-app creative apps allow consumers to take your branded content and run with it, such as this Line Camera photo-editing app.
A Walking Dead photo can be edited within Line, with the Line Camera, and shared with friends.
3. Press 1 to Start an Official Dialogue
WeChat brands so far have had the most robust 2-way dialogue with their fans. Starbucks, Harrods, Nike, Durex etc have pinging setups that resemble ‘press one for english’ type phone menus. Chatting with Durex for example, gleans you sex tips, an 8 second voice message in your choice of sexy female or sexy male voice saying ‘Don’t be angry, baby” in Chinese, and hours more of 2-way pleasure.
Nike+ has 8 different workouts delivered right to your message box. Starbucks has the latest coffee blend with gorgeous pictures and a mouth watering description to go along with it. The Walking Dead on Line has ‘On Air’ sessions after every episode airs on TV, attended by over 30,000 fans. This allows the brand to engage directly 1-on-1 with its consumer base, and gauge the popularity of the series’ storyline.
How is this different than an email or Facebook CRM program you might ask? The difference is, consumers can control the path they want to take with talking with the brand, feel special while doing it. And brands get stats on what is most popular.
The Walking Dead ‘On Air’ function on Line allows 1-on-1 conversations between brand and consumers.
Nike+ on WeChat lets you choose workout programs directly from your message box.
It still remains to be seen when social messaging will truly take off in the U.S. The most popular U.S. based app, Whatsapp, remains staunchly against advertising on its platform. For global brands however, most social messaging apps allow brands to customize localities. So Miley Cyrus has a Japan account, Korean account etc. No matter what, Asia seems to be taking the lead in this conversation, or so its 200 million Wechat users are saying.
Country of Origin
South Korea, now Japan-owned
Global User base
Tech in Asia, August 2013 This statistic gives information on the most popular mobile messenger apps in Asia as of August 2013, based on number of registered users worldwide. As of that month, NHN Japan’s LINE app had 230 million registered users, up from 100 million registered users in January 2013.
**The Next Web; WhatsApp This statistic shows a timeline with the amount of monthly active WhatsApp users worldwide as of October 2013. In August 2013, the mobile messaging platform announced more than 300 million monthly active users, up from over 250 million in June 2013.
About the Author
Ruth Ong is an Art Director at Grey New York. She hails from sunny Singapore and has called New York home for the past 8 years. Besides art, strategy and all things digital, she loves sailing and culinary encounters of the third kind. Twitter: @ruth__ong
Digital Video has become a thriving advertising channel that enables
rich, engaging creative messaging and provides interaction opportunities
with consumers. You may not know about the technical nuts and bolts behind digital video advertising, so to help you, we’ve created a short educational video, “IAB Digital Simplified: Understanding IAB Digital Video Suite”. This video, narrated by Adapt.tv’s Founder and Chief Product Officer, Teg Grenager, breaks down the processes of digital video advertising and illustrates the technical concepts of the IAB Digital Video Suite (V-Suite). Now you can quickly gain baseline knowledge on some of the critical work developed by IAB members to benefit the interactive advertising industry.
As for digital video advertising, it may not have ever scaled without the help of VAST and VPAID, two specs that are part of the V-Suite. In December 2013, 188.2 million Americans watched a staggering 52.4 billion online content videos. This amounted to 35.2 billion video ad views and 13.2 billion minutes spent watching video ads for the month. Additionally in December, 86.9% of the U.S. Internet audience viewed online video.* Recent estimates show U.S. digital video ad spending will nearly double in four years, climbing from $4.14 billion in 2013 to $8.04 billion in 2016.**
Adoption and use of the IAB V-Suite technical specifications have helped in this growth of the digital video marketplace and IAB seeks to encourage further adoption. We know the full specification isn’t easy reading, so we invite you to check out this video and share it with your colleagues and partners. You’ll be empowered to speak about digital video and these specifications.
The IAB and its member companies have worked extensively to create an interoperable environment for video ad delivery across the digital supply chain. IAB Digital Video Committee working groups representing the industry have invested in long-term collaboration to create a suite of protocols that helps reduce operational complexity for video ad delivery. The result is the IAB Digital Video Suite, which includes three specifications: VAST, VPAID and VMAP. Each one plays a different role to enable communication between video ads and video players, and to simulate a TV ad experience with enhanced interaction.
As with many things in our industry, we’re only going to see more development and progress out of Digital Video. In fact, we’ve already seen attempts at integrating these specifications to work with technology involving connected TVs and cable networks. To stay on top of the issues and learn more about what’s happening in Digital Video, get looped into the Digital Video Committee.
*Source: comScore December 2013 US Online Video Rankings
**Source eMarketer March 2013
About the Author
Jessica Anderson is Manager of Advertising Technology at IAB
Email her at [email protected]