June 2013 Archives
A Reason To Party
On Tuesday night, July 25, 2013, IAB was proud to host a celebration in recognition of the first class of Certification holders and all those who helped create and support IAB Digital Media Sales Certification.
Here’s what we have accomplished in just one year:
- More than 1,200 have registered
for the program
- Companies like AOL, Collective and
IDG have committed to certifying their entire sales teams
- A number of companies (24/7 Media,
Trial Retail Media and About.com) have made Certification part of their hiring
and training processes
- Certification holders and their
managers have given us tremendous positive feedback about the reception of the
program from the marketplace
- Every day sales professionals from leading companies across the country are signing up to take the exam
During the event, exclusive guests networked at Lavo in New York City. Many Certification holders and sales executives shared their experiences about how colleagues and clients have responded to Certification.
Matthew White, National Digital Director at Time Inc.’s My Recipes was on the committee that helped create the exam and is now a Certification holder. “This is a great training tool for companies. It opens up your perspective to parts of the industry outside of your own experience. This makes for a better understanding of your competition, the products they may be selling and how.”
Why Sales Certification?
Randall Rothenberg, IAB President and CEO, told the crowd, that the Certification program came from his earliest meetings with IAB member companies, seven years ago. “The thing that came up over and over again from companies big and small was, ‘We need training!’ We learned after years of work, that the best way to scale training in a new industry was not to create the course work yourself. It is to codify industry knowledge within your network, turn it into a standardized test, and get others to teach that test around the world.”
Randall went on to say, “The program has exceeded our wildest expectations. With big companies signing on and making it a requirement it’s taking on a life of its own.”
One of the most frequent questions we heard in the beginning
was, “Why do sales people even need
certification?” We created the program because
digital advertising buyers and sellers needed a benchmark to ensure that sales
people had the basic knowledge required to sell new media programs. The ecosystem changes so quickly, clients now
have a deeper level of trust that the people they talk to understand the
industry and comprehend their needs. No
one’s asking “why” any longer.
“With 1,000 people expected to pass the test by the end of 2012, we are in a position to make the industry stronger.” said Scott Schiller, EVP of Advertising Sales at NBC Universal and Chairman of IAB Digital Media Sales Certification Commission. “A few years ago one of the biggest complaints about the industry was the lack of perceived professionalism that digital sellers had compared to traditional media experts. (With Certification) the industry has come a long way, and the IAB is credited to helping with that. I encourage all of you who have not taken the test to encourage your company to participate.”
Marta Martinez, AOL’s Head of Sales Strategy & Operations, addressed the room on the company’s commitment to customer service, innovation and knowledge as well as “raising the bar on the internet,” helping clients fully leverage the medium as a marketing channel. “At AOL there is a lot of effort in bringing balance between the premium advertising and programmatic sides of the house. This is the reason why we requested that all of the front facing-sales people in the U.S. will be certified this year. When we announced the program internally there was huge demand. We are already seeing a lot of value from the program. We are all starting to speak the same language and we are no longer in the business of translation with our clients.”
July 10, 2013 - IAB Certification Day
In two weeks, on July 10, 2013, will officially be declared IAB Certification Day. It’s a day for certificants and friends of the program to demonstrate their support and pride for the credentials, by posting their badge online via social media. We ask everyone to use the hash tag #iabcertday, so that IAB can showcase everyone who participates. For information about how to participate or to follow the conversation on Certification Day go to: iab.net/certday
In just one year digital ad buyers, human resources professionals and sales executives have embraced the credential, integrating it into their business practice. By no means are we done defining and refining the program, but the milestones of 2012-2013 are sure indicators that Digital Media Sales Certification is here to stay.
“The industry needs to continue to embrace quality in sales and product to gain better trust with clients.” said Certification holder and SVP of Sales at pulsepoint, John Ruvolo. “Certification is a great step in the right direction to set a benchmark of trust for the industry.”
About the Author
Randall Rothenberg is President and Chief Executive Officer, Interactive Advertising Bureau.
The IAB is pleased to announce the appointment of Travis S. Howe, Senior Vice President for the Americas of Digital Sales Development & Ad Operations at Sony Pictures Television, as the new co-chair of the IAB Games Committee.
Based in New York, Travis founded the Americas
division in 2006, which manages digital ad sales for Sony’s entertainment
companies including PlayStation, Crackle, Sony Pictures Television (TV sites),
and FEARnet. In this role, Travis is responsible for leading the strategy,
sales development and digital ad operations divisions for North and South
America across online, mobile, gaming console and Sony’s suite of connected
Travis has proven leadership within the IAB Games Committee as well as numerous other IAB leadership roles including the Sales Executive and Digital Video Committees. In his new role, Travis will work with fellow Co-Chair Joy Taylor, Senior Director, Global Media Solutions at Electronic Arts (EA) to help galvanize the committee, establish working groups and strategic direction both short and long term with the goal of driving the committee to become an even more effective face for the rapidly evolving Games space.
The Games Committee is dedicated to showing the value and scale of gaming as an advertising medium which is driven by engaging content and cross platform solutions. All efforts will be centered on client objectives and needs which include creativity, scale and measurement.
The going-in key deliverables are focused on developing and executing a communication plan that educates the market on the value of gaming. A first priority will be to update and modernize the Platform Status Report. The communication plan will be centered on key areas of focus: Content, Platforms and Audience/Measurement.
Please join the IAB and co-chair Joy Taylor in welcoming Travis Howe as the new Games Committee Co-Chair
The next Committee meeting will take
place on July 10, 10-11:30am PT at the Sony Pictures Entertainment Lot in
Culver City, CA.
Please RSVP here to formally register, indicating whether you will be attending in person or remotely. Members are asked to please answer this two question Survey Monkey which, as discussed at the last meeting, will help us to better organize the committee.
For further information on the Games Committee, please contact
About the Author
Susan Borst is the Director, Industry Initiatives
at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising.
She can be reached on Twitter @susanborst.
With the Cannes Lions Festival happening now, where creativity takes centerstage, IAB and Firefly Millward Brown embarked on the breakthrough study, “A Mobile Manifesto: Creative Leaders on the Art of Successful Mobile Brand Messaging.” Our goal was to identify best practices in mobile creativity. We endeavored to identify proven methods for success that would help and not harness creative thinking in order to fuel the continued growth of the young medium.
To do this, we leveraged earlier research by Dynamic Logic that identified mobile advertising best practices as defined through consumer data on over 100 mobile campaigns. We then brought those findings to the attention of advertising creative powerhouses - including judges for the Cannes Lions Awards and the IAB MIXX Awards, as well as mobile innovators from agencies such as Chiat Day, Draft FCB, JWT, R/GA and Digitas. And then we asked them to respond.
At the most fundamental level, creatives agreed with the best practices gleaned from the consumer research - but the creatives also provided additional input to make the principles even more relevant to their work.
This high-level agreement between both the data and the creatives’ own actual, in-use best practices may indicate that there is a considerable level of experience with mobile among all participating parties. We had a large enough database on mobile campaign performance to find reliable trends in effectiveness; and we found ample creatives with significant experience working with mobile.
While individual comments varied, the creatives largely agreed with these broad notions identified through the ad impact data:
• Clear and persistent branding is important for building brand awareness
• Short, focused messaging plays well in mobile’s small format
• A striking color palette can drive ad recall, but legibility is paramount
• Consumers respond to mobile ads that give them something back
The advertising professionals also brought to the fore a new definition of context. It was found that on mobile context doesn’t just refer to the context of the ad on the screen, but the context of the consumer when they encounter the ad, including where they are located, what they are doing, and what they might need help with at that moment. Context now refers to the consumer’s life, not the accompanying article, video, or ad placements.
The creatives also highlighted a key area for improvement in the mobile creative lifecycle. Mobile is incorporated into the campaign creation process late, more as an addition to a devised campaign instead of being central to it, most respondents said.
My hope is that this study helps elevate mobile beyond this downstream role to play a greater role in multi-channel campaigns. To aid that cause, the report’s findings will be discussed on-stage by top-tier creatives and other industry leaders at the upcoming IAB Cannes Lions session on “Liquid Creativity,” keeping in mind that the potential of mobile has always been there, and that the screen consumers carry with them has now long been a reality. But today, we now have agreement on what works. Today we have experienced creatives and consumer data to back them up. We have found a way to walk the tightrope, letting a delicate stride turn into a big leap forward for mobile.
About the Author
Sherrill Mane is SVP, Research, Analytics and Measurement, at the IAB.
“What keeps us coming back is that this event opens an opportunity for us that we don’t have on our own. Yes, we could call and make an appointment with someone in Congress, but we wouldn’t have the same impact. Secondly, this is a chance for us to network and get together with people who do similar jobs as us, and that’s very rare. There are a lot of long tail publishers, but not a lot of community amongst them. There are a lot of best practices and lessons learned that doesn’t get passed on. This gives us a chance to get input from other people in the industry and network on a personal basis.”
Last week, more than 50 small publishers came to Washington D.C. to meet with 27 House and 9 Senate offices, representing 24 districts and 11 states plus the District of Columbia. Small publishers converged on DC to highlight the importance of the advertising-supported internet empowering small business growth in America.
Now in its fifth year, the IAB Long Tail Alliance Fly-In brings small publishers to Washington, DC to educate
Congress about what digital advertising means to them, their employees and
their families. Small publishers, known as the “long tail” of the internet, have been created and transformed in massive numbers across the U.S. with the
advent of the ad-supported internet. Providing information and resources on a
diversity of topics ranging from baking to politics, these small publishers
represent the very best of the new economy of the internet.
The digital media landscape is not just about the larger
players in the marketplace, but also the diversity of smaller voices seeking
success on their own terms and scale. This annual trip to Washington for small publishers
is part of IAB’s commitment to make sure that Capitol Hill does not overlook
this crucial base of the internet economy that is powered by digital
Providing an opportunity for small publishers to speak directly to Congress is the best means to bring to life the very real threat posed by ill-conceived legislation that would disproportionately impact small publishers. These small publishers are the new face of ‘mom and pop’ shops. They represent a diversity of voices that simply could not exist without interactive advertising.
The Fly-In also included a full day of training sessions and roundtable discussions created specifically to address the business interests of small publishers. Small publishers, ad networks, and media executives shared actionable insights on how the community of small publishers can improve their businesses. The two-day event also served as a unique networking opportunity for small publishers, who, for the most part, work from their homes and have limited opportunities to meet other small publishers like themselves.
About the Author
Alison Pepper is Senior Director of Public Policy, Interactive Advertising Bureau.
“Native advertising” is one of the most confounding phrases to captivate mind-share in the digital marketing arena. We all know that marketers are excited about it, but the ecosystem has yet to come up with a concrete definition of this buzzworthy approach to interactive advertising.
The confusion has reached a fever pitch, with Rob Macdonald, Vice President of Business Development at m6d finally writing down the words that so many have wanted to say…
“Please Obi-Wan Rothenberg, you’re our only hope!”
Rob really did include that line in a comment he wrote on a recent Digiday piece - but in all seriousness, the sentiment is in keeping with a widespread outcry from our members.
Native advertising is gaining in popularity, but stakeholders need to coalesce around definitions and best practices, if we’re going to be able to drive the native movement to scale. The confusion and chaos must be eradicated, and the first step in IAB forging a path in this direction is the development of a new IAB Native Advertising Task Force.
The group had its first meeting earlier this week and a number of key concerns were immediately raised:
• How do we distinguish between native web advertising and its mobile brethren?
• Is native allowed to be disruptive?
• How can we clearly delineate between native ad content and pure editorial?
• How do we define measurement and metrics surrounding native?
• Where do ad creatives fit into the native mix?
Even with disparate voices in the room - many of them in senior leadership roles - common goals quickly began to take shape.
First and foremost, the task force will aim to establish a framework for the native advertising space by putting forth a prospectus that clearly lays out today’s “native” landscape. This prospectus, targeted to advertisers, publishers, and ad tech providers, will need to be clear enough that the industry has a guiding light and broad enough that it can expand over time—while also providing a basis for further IAB initiatives in this space.
And, speaking of further efforts in the space, IAB has also kicked off a new Content Marketing Task Force, which may—or may not—be seen as an umbrella for or a cousin to the Native Advertising group.
So, light sabers aside, IAB is jumping into the fray. Debate, consensus and more debate are surely to follow, but we plan to be at the center of the conversation, providing a clear road ahead for these two vital advertising concepts to evolve into strong players in the digital marketing arena.
About the Author
Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising. She can be reached on Twitter @susanborst.