February 2014 Archives
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.