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.
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.
Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.
- 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.
- 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.
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.
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.
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
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.
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.
Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.
Kristina Sruoginis is the Research Director at IAB.
We are at war. The industry is under siege from organized criminals who proliferate malware to steal individuals’ sensitive information, turn consumers’ devices into bots that generate billions of fraudulent ad impressions and clicks, and who pirate valuable content—all for their own financial gain.
We are also at war with ourselves. We have created an overly complex and porous supply chain that is obfuscated from the very marketers we hope to sell to. And, we have not shown the necessary vision and commitment to effectively fight back.
Without trust between marketers, publishers, consumers, and the multitude of parties in between, the growth of our industry—and by extension all of the monumental innovations our industry supports—is indefinitely debilitated. As IAB President and CEO Randall Rothenberg said in a powerful call-to-action earlier this year, we need an industry-wide behavior change at an unprecedented scale.
IAB is uniquely positioned to lead this charge. Our members have driven the advancements that created this complex supply chain and can propel the progress that will lift us out of this morass. Success, however, will require all of you. Only with the help and dedication of the entire advertising community will we be able to instill confidence in consumers, security in content creators, and better understanding in marketers.
To accomplish this ambitious and essential goal, the IAB is launching a Trustworthy Digital Supply Chain Initiative, comprised of 5 distinct objectives:
- Eliminate Fraudulent Traffic
- Combat Malware
- Fight Internet Piracy
- Promote Brand Safety through greater Transparency
- Create Accountability
Here is the roadmap for accomplishing each objective:
Eliminate Fraudulent Traffic
No economic model in which a significant percentage of the goods sold are fraudulent is sustainable. We must identify bot-generated, non-human traffic and remove it from the supply chain. The first step is to develop a common taxonomy so the entire ecosystem can speak the same language when talking about “transacting in only human traffic”. Second, we must have a set of principles, operational and technical in nature, that help guide sellers of inventory in the identification and filtering of fraudulent activity. Lastly, there needs to be better communication across the industry on known threat vectors and cutting edge solutions.
IAB is currently leading the Traffic of Good Intent Task Force, which earlier this year scoped the cause and nature of this problem and produced a set of definitions. This group will soon expand upon that product with the release of new principles that establish best practices for fraud detection and set institutional limits on selling that inventory. Following this work, the group will focus on adoption and accountability across the entire industry.
Eliminating fraudulent traffic and combatting malware are two sides of the same coin. Malware is the malicious software downloaded onto consumers’ devices as they browse the web, download apps, or click on an infected link or advertisement. By decreasing the proliferation of malware the industry will create a safer, more enjoyable experience for consumers, and will help thwart the creation of botnets, which in turn create fraudulent traffic.
To organize industry’s efforts on this front, IAB is establishing a new Malware Task Force within the Trustworthy Digital Supply Chain Initiative. This group will create a set of high-level security principles to help companies detect malware attacks on their sites, as well as to help define technological baselines for companies to deploy against criminal activity. Malware attacks are constantly evolving, thus this group will also serve as an information sharing platform in which one company can share the latest intelligence on malware threats with other companies. IAB will also form a partnership with law enforcement agencies to help them more effectively investigate and prosecute criminal activity. Finally, the industry must work to plug the most commonly exploited security hole, which is outdated software on individuals’ devices. We must educate consumers about these security risks and encourage them to update their browsers, operating systems, and other software.
Fight Internet Piracy
Advertising revenue should never flow to criminals who steal copyrighted material and place it on “pirate” sites. IAB and many of its members have already made strides toward this imperative through the Quality Assurance Guidelines, which include the prohibition of the sale of advertising on sites dedicated to copyright infringement. While many networks and exchanges already devote a great deal of time and resources to detecting this illegal activity, more must be done. IAB is participating in a cross-industry effort to standardize best practices and piracy detection technologies, thus making it easier for companies to double down on their existing efforts. In addition, the Quality Assurance Guidelines program recently established a complaint system, whereby rights holders can notify networks and exchanges about potential pirate sites. However, the process must be simpler, detection more accurate, and participation ubiquitous. And finally, marketers and agencies must build upon their own commitment to not purchase inventory on pirate sites by including this language in their contracts for every advertising campaign.
Promote Brand Safety through Increased Transparency
There is no easy way to say it, but too many marketers and agencies do not fully understand the inner workings of the digital advertising supply chain. The path an ad travels today, from insertion order to the screens of a target group of consumers, is a labyrinthine and far too opaque to the buyer. As Rothenberg said in his article, “Even if you know that your own suppliers are reliable, you can’t tell whether your suppliers’ suppliers are secure.” Unchecked, this lack of transparency deters brand spending in our ecosystem. To build openness, understanding and trust, sellers must continue to grow the transparency provisions contained within the Quality Assurance Guidelines—particularly in light of the rise of programmatic—and evolve the compliance program so that it governs every transaction flowing through the trusted supply chain.
Transparency is one of the foundational goals of the Quality Assurance Guidelines. As its mission states, the Quality Assurance Guidelines aim to provide “clear, common language that describes characteristics of advertising inventory and transactions across the advertising value chain.” Already 29 top digital companies are certified under the program, with many additional leaders en route. We must continue to build out participation and increase awareness of the program amongst marketers and agencies.
Principles and guidelines are only effective when you have industry-wide adoption and compliance. This kind of accountability ensures each participant can rely on the multitude of other actors in the supply chain to do the right thing. Without it, trust erodes.
We have the building blocks of an industry wide compliance program in the current IAB Quality Assurance Guidelines. To build this out to ensure a trustworthy digital supply chain, it must be expanded to cover areas such as fraud and malware and to additional areas as they arise. The compliance mechanism must be strengthened to include active monitoring systems and serious consequences for non-compliance. Last but not least, ALL actors in the digital advertising supply chain, from marketers and agencies to ad technology intermediaries and publishers, need to certify against the parts of the guidelines that are relevant to their business model. Advertisers then must request, demand if you will, this seal of approval from those with which they buy. Only then will we have an accountability program that truly becomes the “Good Housekeeping seal of approval,” meaningfully signifying who to trust in the digital ad supply chain.
These five discrete objectives compose a roadmap toward a more trustworthy digital supply chain, one that will increase the entire industry’s value and worth. They will be discussed in more depth at the Advertising Technology: IAB Marketplace event happening today in New York. However, it should be said, there is no such thing as a completely trustworthy supply chain. Most of our efforts are directed at fighting criminal activity, and it’s impossible to stamp out all crime. But we can implement successful programs that make it difficult for the criminals to be successful. That’s what we are doing today and we need your help to achieve our goals.
Mike Zaneis is SVP & General Counsel at the IAB.