IABlog

Mobile advertising sometimes feels like that old cliché about the weather: everyone complains about it but no one ever does anything about it. There are many paths to improving mobile ads:  encouraging better creative canvases (like the IAB Mobile Rising Stars), as well as tools to make it easier to build cool things to go on those canvases (like the MRAID), or guidance to creative designers on using tools that already exist (like our work on HTML5).

But it’s also incredibly important to listen to consumers. While sometimes that conversation feels very one-note (“I hate all ads everywhere”) most people do realize that ads are why they get so many of their digital content and services for free, and so would rather see good ads than bad ones. That’s why the IAB Mobile Center was excited to partner with Meredith Xcelerated Marketing (MXM), to tap into Meredith’s “Real Women Talking®” community on some questions about what they like, and dislike, about mobile ads.  

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The results speak to striking a balance—perhaps one that the mobile industry hasn’t quite mastered yet—between being too obtrusive and being too ignorable, and being relevant without being creepy. We found that context is critical - from placement to creative messaging. The best mobile advertising is relevant placement, simple creative and engages on her terms. That is, a successful mobile ad must fit into the context of a busy, mobile life.

With mobile advertising, it’s easier to miss the mark than to hit it. Women in Meredith’s Real Women Talking®” community told us that “I often miss the ads when they pop up on my phone” - too unobtrusive—but also that “Ads that take up the whole screen [are] really bad and would leave me with a negative impression of the company” -too obtrusive. This suggests a need for a better banner—something bigger than a 320x50 but smaller than a 300x250. It also underscores the potential of in-feed ads, which are hard to overlook even as they scroll with the content.

Based on the conversations with the women in its community and the mobile ad examples they shared, MXM proposes five core principles for mobile advertising aimed at its audience (and consumers more generally):

  1. Get noticed: 320x50 banners don’t do enough to get her attention.
  2. Don’t force it: Forced ad engagements, for example with time consuming auto-play video ads, leave a negative impression.  Don’t let frustration trump the ad’s message.
  3. Relevance, relevance, relevance: Be relevant not just to her, but to what she’s doing at that moment.
  4. It’s all about her: Get to know her. Be relevant, and she’ll be much more likely to take notice.
  5. Keep it simple: An unclear message will be perceived as spam she’ll ignore them. Be simple, direct, and succinct.

“These principles are just the beginning”, says Britta Cleveland, SVP of research who leads Meredith’s Real Women Talking® community, “our goal is to continue to listen to the feedback - good and bad - and continue to do something about it!”
I couldn’t agree more. A more detailed summary of what the Meredith’s Real Women Talking® Community had to say about mobile ads can be found here

About the Author

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Joe Laszlo

Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.

 


Big Data Empowerment: Promoting Civic Engagement

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The following post is the first in a series examining how the use of commercial data and innovative data analytics techniques are being used to empower individuals in a variety of ways. 
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It’s not exactly a closely-guarded secret that voter turnout in the United States has a tendency to lag well-behind other established democracies. While it’s probably not fair to compare U.S. turnout with countries that mandate voting (a fine is a pretty effective way to encourage participation), the U.S. still trails behind comparable non-compulsory voting countries such as Austria, Sweden and Italy that experience turnout rates near 80%.[1] In the U.S., about 60% of the eligible population votes during presidential election years, and about 40% vote in midterm elections.[2] When presented with global images of long lines in Kandahar and the Sudan, where citizens risk limb and possibly life to participate in the most basic of civil rights, the U.S. turnout rates can dull the senses of even the sunniest of optimists.

In November 2008 President-elect Barack Obama swept into office on the tide of the highest voter turnout rate since 1976. Obama and his staff were credited with running one of the savviest campaigns to date that fully-utilized the internet as a means of reaching out to potential voters with the right message at the right time in the right place. The campaign was widely-credited with not only harnessing the power of newly-emerging social media platforms, but also with becoming one of the first campaigns to realize the potential of leveraging the use of commercial data to help ensure that possible voters were seeing messages that mattered to them, and more importantly, messages that could inspire them to take action and participate in the civic process. Since 2008, political parties of all shapes and sizes have been exploring the judicious use of commercial data to get newly-engaged voters to the polls. 

With the 2008 election being historic for many reasons, it’s easy to lose sight of an often overlooked, yet fascinating development - that when used appropriately, the marriage of commercial data and relevant messaging can lead to an uptick in citizens exercising that most basic of civil rights, voting. 

About the Author

Alison Pepper

Alison Pepper

Alison Pepper is Senior Director of Public Policy, Interactive Advertising Bureau.



[1] Source: FairVote, The Center for Voting and Democracy, www.fairvote.org

[2] Source: FairVote, The Center for Voting and Democracy, www.fairvote.org

In the wake of revelations regarding U.S. intelligence programs, the European Union is calling for a revised U.S.-EU Safe Harbor Framework that could increase the compliance burden for IAB members.

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According to European data protection law, companies are not allowed to transfer consumer data outside of the EU unless there is a guarantee that the data will receive an “adequate” level of protection, as determined by the European Commission. In 2000, the EU found the Safe Harbor Framework proposed by the U.S., a voluntary self-certification program that requires participants to publicly adhere to principles such as notice, choice, access, and enforcement, satisfied the “adequacy” requirement of European law. 

Since then, the Safe Harbor Framework has provided more than 3,000 businesses, including a significant share from the digital advertising industry, a means to transfer data across the Atlantic in a streamlined and cost-effective manner that ensures consumer protection. The Framework accomplishes this by offering U.S. companies an efficient compliance process, and European companies and consumers an easily accessible list of compliant participants.

This Framework has been a major success for businesses of all sizes and types, and has allowed for borderless innovation and job creation. Today, the combined U.S./EU digital advertising marketplace represents $92 billion in annual revenue, nearly 70% of the global industry. In the U.S. more than 300 Safe Harbor certified companies use the Framework to conduct advertising services. From a recent poll of IAB member companies, an even higher percentage of our members participate in the program, thereby allowing them to efficiently build an international digital supply chain. 

Despite its many successes, critics of the program argue that recent revelations of the scale of U.S. surveillance activities necessitate a strengthened Framework. In response, last November the European Commission proposed 13 recommendations to “restore trust in data flows between the EU and the U.S.”

The stated goals of the EU’s recommendations are to increase transparency, create a more active enforcement and auditing process, limit the scope of U.S. authorities’ access to EU data, and improve dispute resolution processes. Several of these recommendations reinforce the original Framework without creating unnecessary burden on businesses. Other recommendations, such as requiring companies to publish the privacy provisions of their contracts with subcontractors and notify the U.S. Department of Commerce of onward transfers of personal data under the Safe Harbor Framework, are not workable for industry and provide no additional protections for consumers.

The IAB Public Policy Office is working to ensure that the updated Framework takes into account the digital advertising industry’s perspectives. Our industry represents a significant share of the U.S. and EU economies, allowing us to provide meaningful insights into the impact changes to the Framework will have on digital advertising and the economy at large. We are also coordinating our research and messaging internationally through the IAB global network of 26 European-based IABs to more fully capture the impact any changes to the Safe Harbor Framework will have on the transatlantic trading relationship and the international business community. Our advocacy is taking place on both sides of the Atlantic, which is the only way we can effectively negotiate an acceptable solution.

The U.S. and EU negotiators have expressed interest in finding solutions to the EU’s recommendations by this summer. As negotiations progress we will continue to push for a workable Framework that allows for the free flow of data between the World’s two largest digital marketplaces. For more information please contact Alex Propes at [email protected].

About the Author

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Alex Propes

Alex Propes is Senior Manager, Public Policy, at the IAB.

TV in the Digital Age

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Perhaps the thing I love most about the digital advertising industry is the continuous evolution and emergence of new trends and sectors to develop and discover. The latest area to pique the interest of IAB members, and also top agencies like Zenith and Maxus, is Connected Device Advertising. We’ve all cast our bet on this being one of the next needle movers and many are heavily investing. From an IAB perspective, we know what it takes to create an efficient, smooth value chain - and that’s a sound set of standards, forums for innovation, and industry-wide education. With our soon-to-be rolled out Advanced TV initiatives, covering the spectrum of digital TV platforms ranging from Connected TVs and game consoles to capable set-top-boxes, we’ll be starting work groups to create cross-screen video ad delivery standards iterated from IAB Digital Video-Suite, address the convergence of measurement and metrics for TV and Digital Video, discuss standards for OEMs, the role of data and targeting in AdvancedTV, and much, much more.

As a kickoff to greater focus in this arena, IAB held a Town Hall in May, sponsored by member, Delivery Agent, titled “TV in the Digital Age: How Big Brands are Harnessing the Power of Connected Devices.” The program was packed with stellar contributors to the evolution of the TV space, ranging from buy side to sell side to the tech sector. We brought in one of the few analysts who covers and knows this space inside and out, Heather Way of Parks Associates. Heather grounded us on what is included in the the Connected Device footprint and gave insights on projected marketplace distribution growth.

A panel of buying and technology experts gave us perspective on the unique value of the products residing on connected device platforms that play well together like targeting capabilities and on-screen conversion features. A case study was covered which used first screen embedded ACR technology in Samsung Smart TVs to deliver a T-commerce experience during the Super Bowl. How long have we been talking about buying Jennifer Aniston’s sweater from TV? The item for purchase in this campaign was not her sweater, rather, it was David Beckham’s underwear, sold by H&M. This campaign is proof that if we dream it we can achieve it. It’s those notions and thoughts, like Jennifer’s sweater, that give the industry an idea to rally around and in-part fuel the innovation of companies like Delivery Agent and Samsung to innovate.

I’d like to extend an invitation to you and your company to get involved in IAB’s Advanced TV efforts as they begin to emerge. It’s in the Digital Video Committee and AdvancedTV Work Groups that we will conceive the notions that lead to the next best thing in TV. If you are interested in participating, please email [email protected] for more info. 

As I close, I’d like to leave you with a highlight reel and full coverage of Delivery Agent’s TV in the Digital Age Town Hall. As you review, buyers, think of ways you can include functionality like this in campaign proposals and technologists, think of ways you can build off of the IP feature set to build new experiences for the viewer and client. Let’s all bring our ideas to the table and make some serious strides toward addressable, cross-screen video experiences. 



About the Author

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Julie Van Ullen

Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Julie oversees a number of IAB’s elite Committees and Councils, charged with putting industry best practices and thought leadership into the marketplace. Those focal areas include Native, Programmatic, Digital Video, Advanced TV, Digital Audio, Social Media, Games and more.

 

From the Winter Olympics to a fantastic World Cup, it’s already been a great year for sports around the world. And as the summer baseball season unfolds in the US, the IAB Mobile Center and InMobi have collaborated to publish a look at how US consumers use their smartphones to plan and purchase tickets to sporting events.

This report completes a trilogy of studies examining mobile and ticketing. Previously we looked at mobile and movies and mobile and live theater and music performances. Like those event categories, sports benefits greatly from the ease and convenience of the mobile internet.

Among the key findings from the sports research:

  • 85% of mobile sports fans turn to mobile after seeing ads for entertainment events on other channels. 
  • 49% of mobile sports fans say they find information about entertainment activities via mobile, making that channel more important than PC and print for entertainment information.
  • 78% of mobile sports fans use their mobiles to help plan trips to watch live sporting events.
  • Sports fans use their devices during games to record videos and watch replays.
  • 1 out of 3 mobile sports fans purchases game tickets directly through their phones or tablets. Box office, online and mobile are now all major sources of ticket sales. 

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Like mobile consumers generally, mobile sports fans gravitate toward ads that combine fun and relevance. Sports marketers seeking to make mobile an MVP on their media team should remember that 36% of this group prefer ads that showcase video, sound, and photos; 33% like deals or other promotions; 28% like pre-sale ticket opportunities; and 27% like ads that feature their favorite sports team.

It’s hard to imagine a category of marketer that’s a more natural fit for mobile than entertainment ticketing. Whether it’s a spontaneous movie night, the game of the year, or the concert of a lifetime, mobile has the immediacy and relevance to help a fan learn what’s going on, act on that, and share the experience with friends and the world. We hope these three studies help open marketers’ eyes to the value that mobile brings to the world of event ticketing, and look forward to seeing even tighter and better integration of mobile into sports, music, theater, event, and movie marketing.


About the Author

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Joe Laszlo

Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.

 



I have been in multiple conversations recently with clients about video fraud, safety and content verification and how those impact video advertising today. I was asked questions such as “How concerned should I be? What’s the best way to prevent issues? What are my options? It became clear to me that while there’s overall concern about the topic of video verification, there’s also a knowledge gap that needs to be addressed. 

So here is a cheat sheet of the things you may want to consider in your solution. All the items below are critical to ensuring maximum protection for your brand. 

1) Media Neutrality
The single most important thing is to ensure that you are not using a solution that is provided by a company that also sells you the media. There are several verification solutions on the market, but many of them are homegrown solutions offered by media sellers that aim to offer insight into the quality, or lack thereof, of their competitors’ inventory. In other words, if Company A sells you media and also tells you, here’s a solution that will verify our media - can you believe that this is a viable solution? To avoid this conflict of interest and ensure that you’re getting accurate information, you should prioritize solutions that are media neutral.

2) Methodology and Technology
It is also crucial that you are confident in and comfortable with the technologies and the methodologies used by your solution of choice. Here are 3 questions you want to ask:
  • What’s your measurable Rate? - This KPI measures the percent of impressions verified out of the total impressions delivered in the campaign. Your goal should be to get as close as possible to a measurable rate of 100%.
  • Are you MRC accredited? - A solution that carries the MRC seal means it is a trusted solution that has gone through a rigorous set of tests and has been validated to meet a certain set of guidelines and industry standards. 
  • What’s your level of publisher transparency and cooperation? - Keeping your media partners in the dark is counterproductive and ensures the negative outcomes you are trying to avoid. Make sure the relevant data is available to your media partners in real time and that you frequently communicate with them to address any issues that may come up. 
3) Fraud Detection and Brand Safety
No verification solution can be considered viable without addressing these two topics. 

Fraud detection identifies whether an impression was generated by a human (i.e. real or not). Fraud has been an ongoing issue since the early days of online advertising with click fraud in search marketing and other CPC driven marketing. Since then, the problem evolved and started affecting CPM based advertising such as display and video. There is already a great deal of industry buzz, so let it suffice to say that there are many forms and tactics of impression fraud as the fraud committers become increasingly sophisticated. That said, there are several companies dedicated to solving the problem with robust solutions to address different methods of fraud. 

Brand safety focuses on identifying areas which are not suitable for brand advertising. An impression may be real and viewable but if the ad ends up appearing next to inappropriate content such as adult material, hate speech, violence, etc. - it can lead to a disaster for a brand which invested years in building its public image.

4) Full Campaign Visibility
You should make sure that you get granular data and reporting that gives you full visibility into what affected the performance of your campaign: How many issues were detected? How were they distributed across your media partners? How many impressions were affected? How did it affect your overall campaign performance? Etc. 

It is also important to combine your display verification and video verification reporting. There are solutions on the market that offer one or the other, and solutions that do both. The advantage in combining both is streamlined operations and the benefit of utilizing display verification data in video verification and vice versa. The more historical data you use, the more accurate your detectionand thus protection, will be.

That said, reporting is only good at detecting the issues and giving you a backward look at things. This is good for understanding what happened and suggesting measures for future campaigns. 

5) Impression Blocking 
The best measure to ensure that issues will actually be prevented is to deny the delivery of the impression. Several techniques exist to do this:
  • Blacklists - A list of domains is created where your ads must not run.  Ads can run on any site that isn’t on the blacklist.
  • Whitelists - A list of domains is created where your ads may run.  Ads must not run on any site that isn’t on the whitelist.
  • Impression-level analysis - Inspecting each impression and determining whether it meets the advertiser’s specific criteria, including brand or message conflict, along with fraud, brand safety, and other requirements, and denying ad delivery when these criteria aren’t met for the specific impression.  
Many advertisers today use black and white lists. However, this is like throwing out an entire container of eggs because one is broken. Making a decision per impression is preferred to making a collective assumption that a domain is always safe or never safe as it ensures fewer bad ad impressions where something went wrong on a trusted site, and more good ad impressions on sites that otherwise might have been totally excluded with a less granular solution. 

6) Page Verification & Video Player Content Verification
It’s important to understand that online video appears on pages composed of two separate pieces - one being the video player where the video content and your video ad appear, and the second being the actual page that hosts the video player. Verification issues can happen both on the page and inside the video player, but most solutions on the market focus on detecting issues within the page only. Often times, the page content may be safe while the video content inside the video player is inappropriate for your brand. You must be able to detect BOTH issues related to the page and issues related to the video content itself. 

6 Steps to Video Campaign Recovery
Once you are over the hump of admitting that fraud and a general lack of visibility represent a threat to your digital campaigns, use this list of six key considerations as your guide to recovery. When the curtain is pulled aside to reveal an industry problem, many technology providers will race to offer proprietary solutions. Not all solutions are created equal, so find a solution that deals with each of these verification considerations for you so that you have the most complete capabilities possible.

About the Author

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Ronnie Lavi

Ronnie Lavi is vice president, product, at Innovid, a technology platform for delivering immersive video advertising anywhere. Ronnie is a digital advertising technology veteran with nearly a decade of product development and product marketing experience.



Should You Submit to the IAB MIXX Awards?

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With less than two days left to submit entries to the IAB MIXX Awards, you might be asking yourself should you enter. Here’s a handy flow chart to help you decide.

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Congratulations to the 2014 IAB MIXX Awards Screening Committee

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The IAB MIXX Awards screening committee, comprised of marketing and advertising  pioneers, determines the pool of finalists from which the IAB MIXX Awards judging panel will select this year’s winners. Each one of these leaders individually scores each submission to ensure the world’s most creative and high-impact digital executions are recognized. The decisions this group makes helps shape the industry by highlighting what they think is important and innovative in interactive marketing as well as educates the industry on what’s happening and what’s next.

Every entry is evaluated by multiple committee members for an accurate, thorough review. The five entries with the highest scores become the finalists for each category. Finalists will be notified by August 8, 2014.

The 2014 IAB MIXX Awards esteemed screening committee are comprised of:

Guillermo Abud - Vice President, Digital Director, MV42 | MediaVest Multicultural
Aliza Adam - Vice President, Interactive Design Director, Deutsch
Azher Ahmed - Senior Vice President, Director of Digital Operations, DDB
Paul Alfieri - Vice President, Global Marketing, Turn Inc.
Gil Arevalo - Senior Creative, VML/Red Fuse
Cynthia Ashworth - Senior Vice President, Innovation Marketing, Univision Interactive Media
Joe Barone - Managing Director, Digital Advertising Operations, GroupM
Bex Bartolo - Planning Director, Iris Worldwide
Andreas Baumert - Associate Creative Director, kbs+
Dan Bensman - Associate Creative Director, Wunderman
Heather Bergstein - Director, Corporate Digital Marketing & Media, The Estée Lauder Companies
Christian Borges - Senior Vice President, Marketing, true [X] media
Natalia Borges - Vice President, Marketing, Batanga Network
Mitch Brandow - Vice President, Energy, BBDO
Kedma Brown - Vice President, Director of Integrated Production, Saatchi & Saatchi
Evan Caffee - Senior Manager, Reporting and Analytics, National Markets Sales Operations, YP
Adam Cahill - Executive Vice President, Media Director, Hill Holiday
Jaimie Camesano - Mobile Marketing Lead, Lenovo
Juan Cano - Account Manager, The Vidal Partnership
Matthew Carollo - Executive Director, Digital Marketing & Sales Enablement, Hanley Wood Media
Julia Casale-Amorim - Chief Marketing Officer, Casale Media
James Chester - Senior Analyst, Digitas Health
Federico Churio - Latin America Digital Marketing Manager, Lenovo
Harry Clark - General Manager, Underwriting & Integrated Marketing, New York Public Radio
Erin Clift - Vice President, Global Marketing & Partnerships, Spotify
Serena Connolly - Group Creative Director, LBI
Danny Cordella - Senior Copywriter, Creative, Digitas
Makiko Cronin - Vice President, Client Partner, Chango
Tom Davis - Chief Marketing Officer, Forbes Media
Karen Dayan - Vice President, Corporate Marketing, AdTruth
Sefanie Digianvincenzo - Associate Creative Director, Wunderman
Rachelle Digregorio - Strategist, Big Spaceship
Dabney Donigan - User Experience Designer, Big Spaceship
Kelley Drake - Director, Trade Marketing, AOL, Inc.
Kevin Dreyfuss - Vice President, Creative Director, Deutsch
Alice Dure - Digital Group Director, MEC Global
Sia Ea - Senior Creative Director, Ansible Mobile
Keith Eadie - Vice President, Marketing, TubeMogul
Carla Eboli - Chief Marketing Officer, Dieste Inc.
Tom Eslinger - WW Creative Director Mobile and Social, Saatchi & Saatchi
Linda Evans - Vice President, Cross Platform Marketing, Time Warner Cable
Rita Ferro - Executive Vice President, Disney Media Sales & Marketing, Disney Interactive Media Group
Joel Fisher - Vice President, Creative Director, Verve Mobile
Craig Furlong - Senior Creative Technologist, PointRoll
Fred Gerantabee - Director, Technology, Grey
Adam Gerber - Vice President, Sales Development & Marketing, ABC National TV
Ali Ghuzzi - Creative Director, Voltari
Jason Gomez - Digital Supervisor, BPN
Nicole Granese - Global Brand Marketing and Strategy, Visa
Lindsey Greathouse - Email Program Manager, Lenovo
Paul Greer - Associate Creative Director, Digitas
Nancy Griffin - Media Director, Tapestry Partners
Jose Guizar - Art Director, Huge
Steve Haroutunian - Vice President, Digital Production Manager, Mullen
Walter Harp - Vice President, Product Management & Marketing, Mixpo
Marc Hartzman - Group Creative Director, kbs+
Nikki Hawke - Marketing Director, North America, The Exchange Lab
Josh Heitsenrether - Director, Marketing Services, Summit Business Media
Elizabeth Hellman - Chief Marketing Officer, Dstillery
Bobbie Herbs - Vice President, Marketing & Insights, Rovi Advertising
Stephanie Hing - Campaign Planning and Delivery Manager, Lenovo
Amber Horsburgh - Strategist, Big Spaceship
Ryan Hose - Creative Director, Red Fuse
Christopher Howell - Associate Director, Digital, BPN
Erin Hutchinson - Director, Events Marketing, Merkle, Inc.
Greg Johns - Client Director, Digital Strategy, Initiative+
Craig Johnson - Global Account Director, Oracle, ZenithOptimedia
Pete Jones - Executive Creative Director, McCann XBC
Jae Sung Jung - Art Director, kbs+
Erin Kapczynski - Vice President, Marketing, Purch
Nancy Katz Aresu - Director, Client Services, Young and Rubicam
Brittney Kernan - Senior Technologist, Big Spaceship
Eric Kingsbury - Head of Marketing and Creative, FetchBack
Lindsay Kirkman - Project Manager, Worldwide Web Campaigns, Online Web Marketing, Lenovo
Jack Koch - Director, Global Marketing Insights, Electronic Arts
Kamil Kowalczyk - Copywriter, Leo Burnett
Lisa LaCour - Vice President, Marketing, Outbrain
Justin LaFontaine - Art Director, Huge
Claudia Lagunas - Senior Director, Global Digital Marketing, Visa
Scott Lahde - Director, Corporate Marketing, YuMe
Gian LaVecchia - Managing Partner, Digital Content Marketing, MEC
Tim Leake - Senior Vice President, Director of Growth & Innovation, RPA
Brian Leder - Senior Partner, Digital Director North, GroupM
John Leeman - Senior Vice President, Marketing, RMG Networks
Chris Lehault - Associate Creative Director, Wunderman
Michael Lepkowsky - IT Director, Digital Marketing Services, Unilever
Penn Li - Associate Creative Director, Razorfish
Tom Limongello - Vice President, Product Marketing, Crisp Media
Jane Lin - Director, Marketing, Gravity
Daniel Littlefield - Search Strategist, Morpheus Media
Ewa Lonska - Senior Art Director, Cramer-Krasselt
Karmen Luznik - Vice President, Marketing, Celtra
Mike Manganillo - Creative Media Director, McKinney
Chanel Marks - Senior Strategic Account Manager, Electronic Arts
Ryan McKone - Vice President, Strategy Director, Interactive, Cramer-Krasselt
Kirsten McMullen - Director of Marketing, Chief Privacy Officer, 4INFO
Suzanne Molinaro - Senior Vice President, Director Of Digital Production, Deutsch
Chuck Moran - Chief Marketing Officer, Burst Media
Rodrigo Moretz - Senior Digital Marketing and Innovation Manager for Latin America, Unilever
Alex Morrison - Senior Vice President, Director of Digital Marketing, Grey
Mark Mulhern - Senior Director, Mars Petcare, BBDO NY
Marco Muzzi - Marketing Director, AcuityAds Inc.
Scott Navarro - Agency Lead, AOL
Piryanka Nayak - Global Brand Strategy and Communications, Lenovo
Paul Neto - Research Director, YuMe
Chris Nicholls - Communications Director, Saatchi & Saatchi LA
James O’Neill - Vice President, Director of Interactive, Assembly
Brian Orlando - Senior Brand Manager, Unilever
Jabez Palmer - Executive Director, Creative, Mixpo
Juan Paredes - Brand Manager, The Vidal Partnership
Lisa Parente - Vice President, Millward Brown
Crystal Park - Senior Director, Marketing, AOL Networks
Catherine Patterson - Senior Vice President, ex. Integrated Production, McCann
Rob Peragine - Senior Account Executive, North America, BPN
Rey Peralta - Senior Vice President, Director of Creative Technology, Deutsch
Constanza Peuriot - Senior Vice President of Global Marketing and Expansion, BPN
Lea Platz - Associate Creative Director, kbs+
Ben Plomion - Vice President, Marketing, Chango
Joanna Popper - Vice President, Marketing, NBCUniversal Telemundo
Erica Pressly - Copywriter, The Barbarian Group
Erik Rabasca - Senior Vice President, Digital Integrated Lead, BPN
Rajesh Raina - Senior Director Global Marketing, Abbot
Mohan Ramaswamy - Partner, Strategy, Work & Co
Kerstin Recker - Vice President, Marketing, NTENT
Alex Reinoso - Art Director, Razorfish
Christine Roeder - Associate Director, Marketing, AT&T AdWorks
David Rosenberg - Associate Creative Director, SapientNitro
Soizic Sacrez - Trade Marketing Director, Terra Networks Operations, Inc.
Kendra Salvatore - Strategy Director, Bartle Bogle Hegarty
Matthew Sandercock - Program Manager, Consumer Digitization, GE Appliances
Paulo Santamaria - Digital Marketing & Social Media Manager, Lenovo
Shelby Saville - Executive Vice President, Managing Director, Spark
Marla Schimke - Vice President, Marketing, ZUMOBI
Laura Schooling - Chief Marketing Officer, Jumpstart Automotive Group
Adam Seymour - Senior Vice President, Managing Director, Carat SF
Naim Sheriff - Senior Designer, Big Spaceship
Deb Siegel - Associate Creative Director, Digitas
Hunter Simms - Associate Creative Director, Razorfish
Dahee Song - Art Director, kbs+
Angela Steele - Chief Operating Officer, Ansible
Kerry Steib - Product Marketing, Spotify
Patrick Stern - Chief Creative Officer, iCrossing
John Swadener - Principal, Consumer Impact Consulting, PricewaterhouseCoopers
Ryan Tetuan - Creative Account Director, Google, Inc.
Andrea Thompson - Vice President, Creative Director, McCann Erickson
Julian Tippins - Copy Writer, Huge
Alex Toledo - Senior Manager, Interactive Development, SapientNitro
Matt Trego - Associate Creative Director, McKinney
Zak Treuhaft - Chief Digital Officer, Grey
David Urbano - Director Digital Strategy and Production, The Vidal Partnership
Sean Vanderdasson - Senior Vice President, Games Service & Retail Marketing, WildTangent
Daniela Vojta - Group Creative Director, McCann XBC
Kip Voytek - Senior Vice President, Director of Digital Innovation, MDC Partners
Sean Wachsman - Brand Manager, Chambord Trademark, Brown-Forman
Rick Weir - Director, Business to Business Marketing (Local, Mobile), Yahoo!, Inc.
Eric Weisberg - Executive Creative Director, JWT
Esmee Williams - Vice President, Brand Marketing, Allrecipes.com
Donald Williams - Chief Digital Officer, Horizon Media
Jeffrey Woelker - Vice President, Director of Digital, Zócalo Group
Lise Yellen - Creative Director, VML/Red Fuse
Susan Young - Group Creative Director, McCann XBC
Felicia Yukich - Director, Marketing Communications and Content, Four Seasons Hotel and Resorts


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The IAB is only as strong as its members. 

We’re delighted to congratulate Time Inc. for being the inaugural member of the month. Time Inc. was selected because they have taken full advantage of learning to leading opportunities, ranging from leading conversations on the Programmatic Council to attending educational  IAB webinars. 

Below, we interviewed those leaders and learners to hear their perspective on what is going on in digital advertising and their experience with the IAB.  

What does your company do, and specifically how does it serve the digital ecosystem?
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Dan Realson, VP Digital Sales, Time Inc. 
Time Inc. is first and foremost a storyteller. From desktop to mobile, from video to social, our diverse portfolio of brands engages 83 million passionate, loyal consumers on a monthly basis in a dialogue that entertains, informs, inspires and enriches their lives. The connections we have with our consumers are a powerful draw for our ad partners. Our scale and breadth of brands give us diverse audiences, deep insights and rich data - both offline and online - allowing us to create custom solutions that are highly targeted and contextually relevant, driving more efficiency and effectiveness for advertisers. It’s that intersection of content, context, data and scale that fuels our innovative suite of digital solutions.

Whether working directly with one of our brands, or buying programmatically across the Time Inc. digital network our advertisers benefit from the value audiences place on our quality, branded content.

What initiatives is Time Inc. looking forward to working with the IAB and its member companies on; and how do you motivate your colleagues to get involved?
Dan Realson, VP Digital Sales, Time Inc. 
Time Inc. will continue to work with the IAB on initiatives to advance industry education on programmatic as well as other initiatives such as transparency, viewability and building a trustworthy supply chain. We are also eager to work with the IAB on establishing industry-wide standards for tablet, campaign measurement, and audience measurement for video, as well as the development of responsive, multi-platform ad units.

The key to motivation is in claiming Time Inc.’s leadership position in the media community, recognizing the IAB as an arbiter and megaphone for best practices, and underscoring our opportunity to have a voice in shaping the issues that are driving our industry today.
 
How have you leveraged thought leadership development at IAB over the past year and what was your take-away from the experience?
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Patrick Landi, Executive Director Programmatic Sales, Time Inc.
I have been an active member of the Programmatic Council for publishers since last summer where I have participated in a number of initiatives to help create best practices around programmatic selling. Projects have ranged from creating guidelines for building out a programmatic sales team to developing content for a programmatic 101 webinar in which I participated as a speaker. I also helped curate content for the IAB’s recent professional development class entitled Advanced Programmatic for Direct Sellers, and I will be serving on the Digital Media Sales Certification (DMSC) exam committee later this year. Participating in this group and getting to know my peers on the council  has been an invaluable resource that I have used to help develop Time Inc.’s own programmatic sales team and strategy. I’ve also incorporated the materials from the IAB webinars into my own programmatic training sessions across Time Inc. and continue to use the IAB as a resource as our programmatic organization continues to develop.  
 
How did you participate as a learner at IAB over the past year and what was your take-away from the experience?
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Nicole Waddell, Digital Client Services Manager, Time Inc.
We are well trained on Time Inc.’s ad solutions but we rarely get to take a deeper look into what the industry as a whole is doing, especially as it relates to our colleagues at other companies. The IAB Programmatic Webinar (specific for publishers) was a unique opportunity that allowed me to see how other media companies are looking at Programmatic, what approaches their organizations are taking, how they are adapting their business strategies, and how they deal with challenges that may arise. I was encouraged to learn from an outside perspective, that even as the industry continues to adapt and grow, Time Inc. is taking a unique approach and has a strong offering in the marketplace.



To find out more about Time Inc.’s digital advertising opportunities go to www.Timeinc.com



About the Author

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Nicole Horsford

Nicole Horsford is the Member Services Director at IAB.




The 4th of July fireworks were doubly celebratory for me this year, celebrating Independence Day of course, but also the completion of a new compliance test for the IAB’s MRAID specification.  This is a major MRAID milestone, and I’m very happy to announce that the final version of the compliance test is officially live as of today.

MRAID has been one of the key ongoing initiatives of the IAB’s Mobile Marketing Center of Excellence since we started it over three years ago. The IAB created MRAID in order to help mobile rich media advertising scale more successfully, by simplifying and standardizing the application programming interface (“API”) “language” that ads use to communicate with the apps that run them.fireworks.jpg

The MRAID project solves a clear and distinct industry need, and adoption of MRAID throughout the industry has been gratifying.  However, as adoption grew the IAB working group overseeing MRAID realized that the standard had several adolescent growing pains that threatened to prevent it from living up to its full potential. 

Over the past several months, the MRAID Working Group has taken four concrete steps to address those growing pains.  I’d like to review them here.

Finalize the Compliance Test for MRAID v2.  Today the IAB has released a final version of the compliance test for MRAID v2.  This test consists of six well-documented test ads developed by the IAB’s MRAID Working Group as “canonical,” correct ads that collectively test every important MRAID v2 feature or requirement.  Where previously the IAB had to take vendors claiming MRAID v2 compliance at their word, the new test establishes an objective bar for any would-be compliant solution. 

To earn the MRAID v2 compliance seal, a vendor must now attest that it has successfully run all six of these test ads, and that the ads behaved fully in keeping with the checklists outlined in the documentation.  The test ads also establish models that creative designers can look at for insights into how to write MRAID ads.  More information on the MRAID compliance program is here. 

Launch an Web-Based MRAID Creative Tester.  Ad designers have long needed a way to make sure that MRAID ads they have developed actually use the MRAID APIs correctly.  To address that the IAB has been overseeing the development of a basic, web-based tester for MRAID ads, which is available at webtester.mraid.org. This open source project helps ad creators ensure that they’ve implemented MRAID correctly in their ads. 

Of course, while this basic test can identify errors in using MRAID, ad creators should still also QA test MRAID ads with the actual apps/SDKs/devices that will be running them.  But if an ad runs correctly in the web tester, that’s a strong indication that it will run correctly elsewhere as well.

Take a Stand on Technical Standards Convergence.  In May, the IAB released a perspective paper on the topic of the interoperability of the various standards we have established to simplify the creation of rich ads.  These include MRAID for ads in mobile applications, SafeFrame for the web, and the VSuite (VAST, VPAID, and VMAP) for video ads.  This document, “Choosing Between VPAID, MRAID, and SafeFrame,” establishes our goals and priorities for vendors and ad creators who increasingly want or need to use these specs in tandem with one another.

Publish Best Practices for the MRAID Ecosystem.  Growing MRAID adoption has been great, but there has long been a need for guidance on using MRAID above and beyond the specification itself.  We addressed that with the MRAID Best Practices we released in April and just updated today.  This document provides clarification on ambiguous points in the MRAID spec, and underscores important MRAID requirements that some ad designers and vendors have overlooked.  We view it as a vital complement to the MRAID spec itself.

The MRAID project has achieved much over its lifespan and with these new developments we are locked on a course to ensure that MRAID continues to help the industry for years to come.  I’m very grateful to the many IAB members who have generously supported the MRAID project with their time and expertise.


About the Author

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Joe Laszlo

Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.

 



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