IABlog

For the past few years IAB has been encouraging companies to invest in their employees by encouraging them to take the Sales, Ad Ops and Data certification exams. We’ve been quite successful—over 7,000 applicants so far. But, not surprisingly, we hear objections from time to time. 

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There’s one particular pushback that makes no sense to me at all. That’s the statement that certification merely increases the risk of a certified employee looking for a better opportunity somewhere else; in other words, encouraging employees to earn a credential that demonstrates professional capability actually hurts the company.

Or, as leadership specialist Peter Baeklund puts it, when someone says: “What happens if we invest in developing our people and they leave?” the proper response is “What happens if you don’t, and they stay?”

Doesn’t it make sense that people would prefer to work for companies that invest in developing their capabilities and keeping their skill sets relevant through constant learning opportunities? Doesn’t this type of commitment to the employee foster a commitment to the company in return and contribute to a better corporate culture?

There’s no denying that retention is a major problem during the boom times in our industry, but depriving managers of learning and development opportunities isn’t the answer—and it’s definitely not going to help the company either. The only talent issue that’s greater than retention today is leadership; that is, the lack of training programs that target leaders at all levels, but particularly those in the middle.

Nearly half of all Millennials currently have some leadership responsibilities according to a Deloitte study, yet 66% of the companies Deloitte surveyed reported they have weak capabilities when to comes to providing leadership programs for that demographic.

IAB recognizes that not every company can create the type of leadership program that teaches core management skills, foundational understanding of business functions, and basic business and product strategy. And that is why we have created the IAB Digital Leadership Program. This is a new approach to helping managers not only acquire knowledge, but also the skills required to take on the roles and responsibilities that our fast-changing industry requires. This is a program that’s being developed by industry professionals and subject matter experts for industry professionals. The first semester kick off this fall in both a three-day intensive and one night a week classroom format.

I encourage you—as an individual interested in taking responsibility for your own professional growth, or as a team leader who has responsibility for the growth of others—to review the IAB Digital Leadership Program and consider making an extremely worthwhile investment in the development of your staff. If you have any questions just drop us a line at [email protected], we’ll be glad to answer them.

About the Author


 

Today the IAB Mobile Center published a new piece in IAB’s Digital Simplified series that examines Mobile Ad Engagement Metrics. This piece builds on the groundbreaking “Defining and Measuring Digital Ad Engagement in a Cross-Platform World,” released in February 2014 as part of Making Measurement Make Sense. As indicated by the title, this engagement framework document is extremely mobile and cross-screen relevant.  IAB’s Mobile Measurement Task Force created this Digital Simplified to highlight and reinforce a few additional metrics, as well as to indicate a couple of ways that measuring engagement on smartphones and tablets diverges from the desktop.  These two documents will help bring order and clarity to ongoing industry conversations about capturing and understanding consumer engagement with ads on mobile screens. 

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The Age of HTML5 Ads

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iStock_000017240236_Large.jpgAs September approaches, Ad Tech world has one more thing to look forward to besides fall colors—HTML5. Just as the daylight hours shorten and veins that carry fluids to the leaves are blocked off, browsers are turning on power saver plugins that will further diminish the audience for flash—giving way to a new canvas to paint with HTML5 Ads. It will usher in a new era of media rich and responsive ad units that will be seamlessly served across devices, platforms and browsers.

Since the publication of WHATG Living Standard for HTML5 in 2012, publishers have been migrating to HTML5. Today, only about 10% of all websites use Flash for client side technology. IAB has provided support to the industry in this transition through best practices guidance via HTML5 for Digital Advertising: Guide for Ad Designers and Creative Technologists and by making HTML5 a cornerstone for Make Mobile Work initiative. But the pace of change has never been faster and the resolve to push this transition has never been more intense. Since the W3C’s release of HTML5 as stable recommendation in October 2014, IAB Display Creative guidelines Workgroup has been testing a diverse range HTML5 ad units for load performance and optimization.

Several initiatives are underway or about to take off at IAB Tech Labs to help the industry take advantage of all that HTML5 has to offer.

  • Updated Creative Display Guidelines released for public comments to embrace HTML5 based standards and allow for higher file weights, multiple file requests, use of code libraries and make use of canvas and video elements. This is a direct result of extensive testing for load performance of HTML5 ad units. The new guidelines will help publishers and advertisers standardize HTML5 ad specifications to deliver seamless experiences to consumers. In future, the display guidelines will be converted into a technical specification that will advance iteratively and can be easily integrated into Ad Tech vendor products to comply with faster change of pace

  • Revision of the HTML5 for Digital Advertising: Guide for Ad designers and Creative Technologists with more specific information and actions that you can pursue in transitioning to HTML5. This covers a diverse range of topics like optimization of assets, use of code libraries, click tag implementation,  common tools and platforms, animation and video, ad server compatibility and effectively applying related technologies like CSS3, JS, SVG, Web Fonts, 2D WebGL, and more.

  • Revising the HTML5 for Digital Advertising resources Wiki to make it a continuously updated page reviewed quarterly for constantly changing compatibilities as well as repository of tool, libraries and platforms with data on how to evaluate the tools that best fit an advertiser’s needs

  • Building an HTML5 Ad Validator to support publishers and creative developers in validating ad assets against IAB display guidelines compliance for file weight calculations, number of requests, initial display and subload guidance as well as load performance data

  • New Webinars from leaders in HTML5 adoptions on the most pressing questions about a successful transition

  • Events for deep dives into HTML5 creative technology to provide a hands on guidance as well as opportunity to ask in depth questions

  • Flex Ad standards will revise the ad portfolio and display guidelines into responsive ad units that take full advantage of canvas element to create rich, immersive, and interactive brand experiences, while at the same time responding to the device size to blend seamlessly into fluid and responsive modern websites and apps designs. These standards will be revised on a continuous basis to keep pace with the fast changing markets and maintained as versions to enable smoother adoption in smaller iterations.

  • Dynamic Ad Standards for truly dynamic content optimization for digital ads that will allow creative to catch up with ad tech’s ability to target, render, and serve ads based on dynamic audience and context variables

Its going to be an exciting Fall as it sets the stage for bidding adieu to Flash ads that have been the mainstay for Display Advertising for over a decade and chart a new path as we learn, adopt and welcome the age of HTML5 Ads.

About the Author

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Shailley Singh is Director of Mobile and Ad Products at the IAB Tech Lab
 
The world of leadership education for digital advertising and marketing is about to change. Having spent the past seven years working at a tier-one research university and delivering programs to top 100 firms around the globe, I have seen how management education can transform organizations and catapult individual careers This Fall we are launching the IAB Digital Leadership Program and I am excited to build upon past success by migrating the educational model outside of the ivory towers.  In combining the academic rigor of traditional executive education with a tactical, real-world focus customized specifically for today’s new media marketplace, IAB is forging a new path for digital leaders.  

Digital Leadership vs. Traditional Executive Education?
IAB-Digital_leadership_program_new.jpgWe have seen many IAB member companies struggle to stay ahead of changing technologies and to reinvent their business models for the new digital world. From more empowered customers to a proliferation of suppliers and choices, traditional strategies and approaches are rapidly being replaced with newer models and younger firms who are more nimble. The need for a leadership education curriculum designed specifically to guide the media and marketing industry through these fluctuations has never been stronger. 

While IAB’s Certification programs have addressed the need for industry education on the front lines, there exists a gap in knowledge, skills, and training for senior digital media managers and directors IAB’s Digital Leadership Program will fill this gap by offering coursework that will prepare mid-level professionals with the managerial and business strategy skills needed to succeed in their careers and to rise to the top of the industry.
  
IAB’s member base of more than 650 leading companies is responsible for selling, delivering, and optimizing 86% of digital advertising and marketing campaigns across the globe, and we assembled an Advisory Board made up of the industry’s greatest minds to create the program’s curriculum.

Participants will learn how to develop a successful competitive strategy and to position their brands and digital products, as well as how to avoid common pitfalls that many media companies have made. They will amass a set of practical tools and important questions to ask of their teams across sales, data, and measurement. Our faculty of instructors is comprised of experienced business and thought leaders who have successfully navigated the digital landscape and they love telling war stories of what worked or didn’t and why.    
 
An Interactive Learning Experience
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By taking leadership education outside of the university, we are also looking to push the educational experience beyond the classroom.The majority of the curriculum will be taught through exercises, simulations and role-playing. Participants will visit digital media incubators, work environments, and other leading facilities to see examples of best practices first hand. Programs also include capstone projects in which participants apply their education to real world scenarios. We envision that the program will leverage state-of-the-art educational technology, ultimately through an online portal and interactive apps.  

First Open Enrollment: October 2015
Our first course offerings for October 2015 are now open and will be hosted in the IAB Ad Lab in NYC.This six-module program is our foundation curriculum and will introduce participants to the essentials of digital leadership.The program is limited to 35 participants per class and it is our recommendation that firms nominate participants. Registration will be prioritized for IAB member companies, with non-member firms having an opportunity to fill any remaining spots.

More to Come from IAB Digital Leadership
IAB will also able to offer on-site versions of the Digital Leadership Program privately for our member companies, because the curriculum is designed to be highly customized for their specific needs. Course material, exercises and speakers can be modified to help organizations achieve strategic training outcomes. We will also offer formal mentorships and consulting opportunities after the training to help implement ideas and projects that are started throughout the program. 

With such a need in the digital media and advertising marketplace for a leadership program, I can’t wait to get started and prepare the next generation for the road ahead.  


About the Author

EricGreenberg.pngEric Greenberg


Eric is the creator and Head of Digital Leadership Programs, IAB as well as President of EG Consultants, LLC, a educational and marketing consulting firm focused on providing brand management and customer centric strategies to Fortune 100 clients.  

Prior to IAB, Eric served as the Managing Director of Executive Education for Rutgers University, in which he created, managed and taught executive education programs to Fortune 100 executives in four continents. Email him at [email protected]


 
The IAB Native Advertising Playbook outlined six types of native advertising formats and gave examples of commonly used disclosure language for each format. Because much has changed since the Playbook was published in December, 2013, the IAB Native Advertising Task Force sought to better understand what was happening in the marketplace today with a more comprehensive snapshot view of disclosure language as well as other visual cues used by leading web properties. 

We focused on in-feed ad units, what a consumer sees in a site’s natural activity stream, as this format continues to grow and evolve with different ad types.* The goal was to better understand what cues web publishers were providing to help consumers distinguish between the paid ad and the surrounding editorial content before they clicked to the destination site or page. Study methodology is outlined below.


What ads and disclosure cues were evaluated? 
IAB focused on the comScore Top 100 Most Visited Web Properties and evaluated in-feed ads on desktop only**. Of the top 100 web properties, 45 had in-feed ads. For each of these 45 web properties, we evaluated the individual publisher sites for those properties, bringing the total number of .com sites to 85. If a site had more than one in-feed native ad on a page (homepage and/or any article page that had a feed on them), we evaluated each ad on the page and counted it individually. The total number of ads evaluated was 117.

Each in-feed ad unit was evaluated based on the same criteria: 

1)  Is there a Primary Disclosure Statement of any kind? (e.g., Sponsored by, promoted, etc.) 
  • If yes, what is it, where is it found in the ad and is the type size larger, smaller or the same size as the ad copy type size?
2)  Is the brand or company sponsor disclosed in any way? 
  • If yes, how is it disclosed - logo, name or both?
3)  Does the ad have any shading? 
  • If yes, is it dark, medium or light?
4)  Does the ad have a lined border, either a lined rule above or below or a complete boxed line?

5)  Does the ad contain the AdChoices icon?  

Note: Per guidance from the Council of Better Business Bureaus (CBBB), the entity responsible for enforcing industry’s Self-Regulatory Principles For Online Behavioral Advertising, enhanced notice such as the AdChoices icon is only required on native ads to the extent the native ad utilizes targeting based on prior browsing information.

6) Does the ad contain a separate roll-over link to provide the consumer with additional information such as the origin of the content in the ad? (e.g., “What’s this?” link)

*Because disclosure after the click at the destination page/site is also important, IAB plans to evaluate that aspect separately for in-feed advertising. 
**We recognize that disclosure practices could vary on mobile vs. desktop due to size limitations and fluctuations. For example, IAB members have told us that in some mobile instances, a brand logo may not be included in the in-feed ad as it will not be readable. IAB is discussing ways to evaluate disclosure on mobile.


Findings
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Less than half of the top 100 most visited web properties in the US have in-feed ad units on their site(s)
  • Of the 55 web properties that did not have in-feed ads, some sites have no advertising at all (e.g., Apple.com - ranked #13 most visited), while others may have had different types of native adverting formats on their site such as Search, Product Listings or Recommendation Widgets. A link to the comScore list is seen in the Methodology section below. 

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There is near-universal use of a Primary Disclosure Statement (96%)
  • Statements that include some variation of the word “sponsored” are used by over half of all in-feed ads evaluated (55%)
  • Twelve percent of statements included a variety of words/terms including “Brought to you by”, “Advertisement presented by”, “In association with”, “Content from”, “In partnership with”, “Supported by” or language that is unique to that site (e.g., BrandVoice). That tabulation appears in the infographic below as “Other.”

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The vast majority disclose the brand sponsor in some way (87%) 
  • When the brand sponsor is disclosed, there is wide variation of how the brand/sponsor is disclosed. The most common presentation is with the name only (no logo) at 36%

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Some type of visual border (a line above or below, or a full box outline) was also seen with the majority of ads (60%)


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Other visual disclosure cues are used at varying and much lower rates including the use of any shading (35%), separate roll over link to provide more information (10%), and AdChoices icon (1%)

“We hope this snapshot view of in-feed disclosure practices will be helpful to publishers and advertisers alike, all with the aim of creating the best possible user experience,” said Jay Widlitz, Founder at Brandtale and member of the IAB Native Advertising Task Force, who aggregated the data for this study.
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A Final Note
The benefit of better understanding the current in-feed ad disclosure landscape among key web properties is two-fold:

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FOR PUBLISHERS: Providing a snapshot of the most commonly used disclosure cues by leading web properties will be helpful for those considering new disclosure options and also for those that are just starting native advertising on their site(s.)
 
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FOR MARKETERS/AGENCIES: This learning will provide a sense of how their in-feed ads could be disclosed to the consumer and the variations that can occur depending on the site, noting that in-feed ad disclosure is at the sole discretion of the publisher.

Importantly, in no way are the learnings from this snapshot view of in-feed disclosure practices from leading web properties intended to suggest or imply that one disclosure practice, or set of practices is better or more effective than another. What we do know, however, as articulated in the original IAB Native Advertising Playbook, is that the native advertising landscape is rapidly evolving, with publishers working with advertisers with the goal to create increasingly effective ad experiences. Consumer perceptions of these ad products are changing as well, as viewers become accustomed and more experienced interacting with brands in new ways. For this reason, it is not possible to recommend a single, one-size-fits all disclosure mechanism for in-feed ads or the other native ad types. It is possible, however, to demand adherence to the core principle that regardless of context, a reasonable consumer should be able to distinguish between what is a paid native advertising unit vs. what is publisher editorial content in the feed.

IAB continues to recommend the disclosure principles set out in the IAB Native Advertising Playbook.

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FTC documents relating to ad disclosure can be found here:

For more information on In-Feed Advertising Units, please refer to the IAB Deep Dive on In-Feed Ad Units and the IAB/Edelman quantitative consumer research study titled “Getting In-Feed Sponsored Content Right: The Consumer View.”
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Methodology
- IAB evaluated the Top 100 Most Visited Web Properties (Total Audience) in the US per comScore ranking (time period April, 2015).
  • Publisher websites were evaluated on desktop only focusing exclusively on in-feed advertising units, regardless of who powered the unit (e.g., custom or third party).
  • Excluded were In-Game ads due to their unique features. More information on In-Game ads can be found in the IAB Game Advertising Ecosystem Guide. Other native ad formats identified in the IAB Native Advertising Playbook (Search, Recommendation Widgets, and IAB Standard Ads with Native Elements) were thus excluded as disclosure practices for each format can vary.

- A two-step process was used to aggregate the data to determine if In-Feed native advertising was present on the site. This process was performed by Brandtale. 
  • In-Feed Native ads were identified on each webpage using a similar technology methodology as Ad Block. For each site, every homepage and any article page that had a feed on them at the time were evaluated.
  • Note: This methodology cannot detect in-feed ads delivered from the same server as the content, using the same formatting; however, in instances where in-feed native ads were not detected with this methodology, a manual review of the site was conducted to determine if in-feed native advertising was present on the site.
  • The ad’s coordinates on the webpage were grabbed and a screenshot of the area was taken using a programmable web browser.

- Each ad was evaluated on the previously mentioned criteria by two separate people: one from Brandtale and one from IAB.


About the Author

 
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IAB’s Make Mobile Work initiative was a great success for us and for our members last year. Launched at the 2014 IAB Annual Leadership Meeting, we started the Make Mobile Work program to foster adoption of HTML5 and cross-screen creative, but it quickly became the Mobile Center’s lynchpin for marketer outreach as interest in the program accelerated. We’ve had support from both the IAB and Mobile Center Boards, and member participation from Google, Millennial Media, Celtra, Tremor Video, Conversant, AOL, Time Inc., Foursquare and many others. Make Mobile Work brought hundreds of marketers to the IAB in 2014 as the definitive source for information on how to Make Mobile Work. 

For 2015, we’re excited to bring back Make Mobile Work for another round of educational, insightful, and practical conversations for brand marketers, to help them succeed in our increasingly mobile-first world.  

The importance of HTML5 for digital marketing continues to be a cornerstone of the Make Mobile Work message, and it’s great to see IAB members promote it as well. For example, Google declared last week “HTML5 Week,” with a series of events focused on tactics for using the standard.  

For our part, IAB’s Tech Lab is updating our standard ad units to reflect the file size needs of HTML5-based ads. This is a timely effort as connectivity technologies have changed along with the rise of HTML5 and it’s vital that we realign buyer and seller expectations around ad file weights that will enable engaging ads, while not harming webpage or ad-load performance.  Make Mobile Work will help to spread the word about this process and its outcomes and implications.

Make Mobile Work webinars will address three important topics over the remainder of 2015. These webinars are curated with marketer business decision-makers in mind—they will keep the jargon to a minimum and focus on sharing practical examples and learning.

Along with the members of the Mobile Center, we’re looking forward to continuing to help brands large and small, novice and experienced, get the know-how they need to make mobile work for them.


About the Author

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Joe Laszlo

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

 


 
Why did IAB prepare an In-Feed Ad Unit Deep Dive?

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While the IAB Native Advertising Playbook (12/14) did a great job at identifying the six different types of native ad formats, the IAB Native Advertising Playbook V2 working group* felt it was time to take a deeper dive into the In-Feed Ad Unit Type given the growth and evolution of this ad unit type since the Playbook was written. We wanted to help marketers and agencies understand the variety of creative options available today. Senior industry leaders in the native space were surprisingly consistent in their feedback and recommendations about what should or shouldn’t be included in the Deep Dive Document. The entire Native Advertising and Content Marketing Task Force groups, totaling over 200 companies, were invited to comment on the initial working group draft document. 
 ~ Kayla Wilson, Senior Partner Manager, Global Alliances & Programmatic at InMobi, who served as the lead of the IAB In-Feed Deep Dive Working Group

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Why focus on in-feed ads by feed type?

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We focused on exploring the most commonly used in-feed ad types found on the three dominant feed types: Content Feeds, Social Feeds, and Product Feeds. Focusing on feed types helps buyers and sellers to have a common framework to assess existing and future opportunities for current and emerging new in-feed ad types on both web and mobile based on their goals. We felt this was important so that marketers and agencies know their creative options for in-feed advertising, particularly as more in-feed ads are served programmatically.
~ Dan Greenberg, Founder and CEO of Sharethrough and co-chair of the IAB Native Advertising Task Force  




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This is about best practice guidance and principles, not about being prescriptive.

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As both feed and ad formats continue to evolve, this deep dive helps provide a framework for evaluating the in-feed ad opportunities available today. Rather than dictating the exact ad experience, this document is meant to provide example implementations and guidelines on how to remain native within the feed context, ensuring the form and function of the ad align with the feed type to provide the best possible experience. 
~ Graham Harris, Sr. Director, Advanced Creative at Yahoo, co-chair of the IAB Native Advertising Task Force





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IAB In-Feed Deep Dive Summary
The below infographic summarizes the possible combinations of the three main feed types and the four main ad types. Again, this is not meant to be prescriptive, but rather a view of potential combinations of the most common feeds and ad types used today. Additional wireframe examples are found in the Deep Dive document.
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The IAB Native Advertising Evaluation Continuum 
IAB Native Advertising Task Force members continue to recommend that marketers and agencies evaluate native advertising options, in-feed or other types, on the IAB five-point criteria as outlined in the original IAB Native Advertising Playbook and included in the Deep Dive.  

And, as always, disclosure remains of paramount importance. As outlined in the IAB Recommended Native Advertising Disclosure Principles, simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is paid advertising vs. what is publisher editorial content.

Conclusion
In-feed ad unit adoption is growing across publisher sites with different ad unit types introduced and/or retired quickly.In addition, feed types are also evolving beyond the three main types (content, social and product), to mixed feed types that have variable aesthetics/content which don’t fall clearly into one bucket. But even with these changes over time, it is important that one thing remain the same and that is the need to evaluate the in-feed ads from the consumer perspective to ensure that they remain native, meaning that they are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.

It is our hope that publishers, marketers and agencies will find this deep dive into in-feed advertising options on different types of feeds to be helpful, particularly as more in-feed ads are served programmatically.  

*IAB acknowledges the Native Advertising Playbook V2 working group members from AdsNative, Bidtellect, Bloomberg, Demand Media, Disney Interactive, Disqus, GumGum, InMobi, Meredith Digital, Mixpo, my6sense, Nativo, OneSpot, Polar, PowerLinks Media, PubMatic, Salesforce Marketing Cloud, Selectable Media, Sharethrough, The Daily News, Time Inc., TripleLift, Tumblr and Yahoo, plus the many IAB members of the Native Advertising Task Force who provided thought leadership leading to the final document.  

About the Author
 

Programmatic Advertising: Fact or Fiction

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IAB’s Head of Brand Initiatives, Peter Minnium talks with Diaz Nesamoney, author of Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, about this new media darling.

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The “right message, right person, right place and time” is the oft-cited Holy Grail for digital advertising. While the industry has made great strides in the latter two, driven by an avalanche of tech and data resources, innovation has sorely lagged in the “right message” area. Until recently, brands have been serving 1990s-style ads with 2015 technology. Today, the capabilities exist to raise programmatic media to its full potential with tech-enabled creative - digital ads that pivot away from restrictive ad formats to become data-driven, dynamic canvases. Diaz Nesamoney, CEO and Founder of Jivox, feels so strongly about the potential that he wrote a book on the topic, and we convinced him to share his views.

IAB: As the founder and CEO of a rapidly growing company, you seem to be busy enough; why did you decide to write a book on personalized digital advertising? 

Diaz: For the eight years I’ve been in the digital advertising business, I’ve obsessed about the nearly complete lack of automation and technology applied to creativity. Over the years, there’s been more and more technology coming in to play in some parts of digital advertising, such as media, and woefully missing in others—particularly in the area of creative and delivery of creative. When I was approached by a publisher to publically address this issue, it was too good to be true. I jumped at the chance.

IAB: The first part of the holy trinity for digital advertising - Right Message, Right Person, Right Time - has been neglected for a long time. Why is the emphasis changing now? 

Diaz: The industry’s focus on programmatic buying and selling yielded critical strides forward in terms of scale and efficiency, but took us significantly backward in terms of creativity, suggesting that scale and content were inversely related. Big Data is proving that proposition to be patently false. We now have phenomenal amounts of data to play with as marketers. Two years ago, there was no such thing as a wearable health band, the iWatch, or Nest but now here we are and users are engaging with a plethora of devices that generate all sorts of data. People are willingly offering it in exchange for personalized experiences. So, in one fell swoop, we can change the value proposition of digital advertising and deliver 21st Century creativity at 21st Century scale.

IAB: I am very interested in the second part of this, around the plethora of data that is now available. How do marketers turn this Big Data into actionable signals that tangibly drive creative decisioning and serving? Isn’t that a missing link today? 

Diaz: It is. It’s almost to a point where you can’t listen to a marketing presentation that doesn’t have the words “Big Data” in it. It’s as though data alone will somehow magically make marketing better. That couldn’t be further from the truth. It’s not really the data, in itself, that has value but rather the ability to harness data to create personalization. The missing piece has been data applications — how to tap into data to use it as a trigger. 

IAB: Help me understand the definition of “personalized digital advertising” and how it differs from DCO (Dynamic Creative Optimization)?

Diaz: The idea of creative optimization itself is not new. In the beginning of web advertising, we knew absolutely nothing about users. In fact, the web was all about being anonymous back then; A/B testing was king, i.e., trying different variations of creative, seeing how users respond, and then picking the one that works best. Next, we went to a cookie world in which there was a potential to do something more interesting. This was the birth of DCO. Today, however, we are seeing a significant inflection point: we’re data rich and have a much more complete view of the user, not just “they went to my website and I can re-target them” or optimize creative somehow to perform better—but now I actually know their preferences, where they are and what they’re likely to respond to. So I can craft and scale very precise messaging to them. That is the difference between personalization and DCO: personalization is about having the 360º view of every user, using a broad set of data, and creating unique ad experiences for each of them.

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IAB: In your book, you put forth what I think is a very provocative point of view that tailoring your audience to your advertising is less efficient than targeting your media very broadly and tailoring the message to the individual? 

Diaz: Audience targeting is useful up to a point, but the audience segments available today still require a “spray and pray” approach — throwing a lot of stuff out there and hoping something sticks. If you take a single product, such as an automobile for example, you and I could be considering the same car, but end up buying it for entirely different reasons that have to do with our personal tastes, what kind of sports we engage in, and where and how we drive. There are many different things that lead up to our decision to buy, so why should we be marketed to in the exact same way? We both belong to the same audience segment broadly speaking: professional men of a certain age group, but what does that really tell us? If you don’t have any other choice, certainly audience targeting is better than nothing, but I think technology and data are coming together to do better, to say, “This is specifically what we want to tell Peter because we know what Peter likes and what he doesn’t like.” It’s not unlike walking into your favorite restaurant where the maître d’ knows you, knows that you like to sit at the back of the restaurant, knows your favorite drink. You like that. People like that. People these days almost expect it. Technology is allowing us to do it at scale.

IAB: From a practical standpoint, what three things does a marketer or agency need to do, or start doing tomorrow, to take advantage of the capability to truly personalize digital advertising? 

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Diaz: First, start small. Yes, you can use many, many data sources and create intricate logic trees, but rather than get caught up in analysis paralysis, first take a small step forward by using whatever you have that’s easily available and go from there. 

Second, embrace technology. Without the automation and the scale, it will end up being an incredibly frustrating experience for everybody involved. This has been the past experience with DCO, which is probably why it hasn’t really come together the way it obviously should have. 

Third, be careful what you measure. DCO was optimized for direct-response and clicks. Personalized advertising can have an impact well beyond these rudimentary actions that have led many to underestimate the value of a relevant, well-timed ad to register in somebody’s mind. Personalized advertising has a broader impact, changing attitudes and perceptions as well as behavior over time. These impacts are harder to measure. I am not saying that they can’t be measured, but rather that we should not be using traditional click metrics to measure the success of personalization.

IAB: Thanks, Diaz, and good luck with your book.

For more information and a deeper dive into programmatic creative, register for “Programmatic Creative: Fact or Fiction,” to be held in the IAB Ad Lab on July 15, 2015, 5-7PM.

About the Author
peter-minnium-headshot.jpgPeter Minnium 

As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.








 
TV and video media consumption no longer looks quite the same way it did when we tuned in to catch Friends, ER, or Seinfeld (that is…Seinfeld on Thursday nights on NBC, 20 years before Hulu could stream all 9 seasons on demand!). You know this with one glance around your own living room or at the other commuters waiting on the train platform.

Television content consumption that is unmoored from the living room and liberated from a specific broadcasting schedule is quickly becoming the new normal. Advanced TV advertising channels and solutions are playing an increasingly valuable and important role in this new world of VOD, OTT, time-shifting DVRs, connected TV, interactive television (iTV), IPTV, and myriad enhanced cross-device viewing experiences.

As the IAB’s 2015 Advanced TV Industry Primer outlines, now is also a time of unprecedented opportunity and new sources of value for advertisers, for media companies, and even for consumers of digital video and “Advanced TV” content. The technology that underlies Advanced TV content and advertising distribution also affords unheard-of levels of control for advertisers looking to locate and re-aggregate specific audiences, for media publishers looking to derive the highest premiums for their inventory, and for consumers who just want to watch what they like when and where they like… and maybe have a little fun with interactivity or even make a purchase.

Released during today’s IAB Video Marketplace event in NYC, the Advanced TV Industry Primer aims to provide a grounding for both buyers and sellers in what Advanced TV is, why the evolution from linear to Advanced TV is good for everyone, who the players are in the space, and specific opportunities and challenges.

As a teaser, here are some tips to keep in mind when venturing into the world of Advanced TV advertising:

  1. For now, think of Advanced TV as supplemental to the standard broadcast plan. The current scale and capabilities of Advanced TV advertising opportunities are a great supplement to, but not yet a replacement for, your traditional TV buy.
  2. Take advantage of precision targeting, but don’t get too excited about this capability and take it too far. While there is great audience targeting and re-aggregation possible, scale audiences at this time can’t get too specific - e.g. club-footed home-office radiologists in Michigan - or you will lose the ability actually to impact your brand.
  3. The currency of the space is largely impressions-based, for now. But watch this space, so to speak, for evolution in that area. And channel any feedback you have to the IAB regarding currency and measurement needs, as many of these standards and best practices are being worked out at this time.
  4. Multiple modes of distribution mean multiple channel contacts are necessary for planning and buying. It’s still worth it, but be prepared to manage this process.
  5. Agencies should be prepared to allocate additional resources to address the technical needs of Advanced TV and have specific workflow in place.

Download the IAB Advanced TV Industry Primer: http://www.iab.net/ATVPrimer

The IAB would like to thank the member companies of the Advanced TV Advisory Board for contributing their perspectives to the primer.

Learn about other Digital Video Advertising subjects at the IAB Digital Video Center: http://www.iab.net/videocenter


About the Authors

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Elaine Boxer

Elaine Boxer is the Director, IAB Digital Video Center of Excellence.




 

Empowered to Say No - The Role of a Compliance Officer

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At the recent Advertising Technology Marketplace conference, I chatted about bad friction and good friction. The IAB Tech Lab was established to reduce friction by enabling standards creation, tools, and standards certification. At the same time, ironically, we also need to manufacture healthy friction to strengthen the barrier of entry.   

Standards do not just create interoperability for growth and shape markets. Standards create layers of transparency that lead to a healthier supply chain. This includes programs supported by IAB, Digital Advertising Alliance, and Trustworthy Accountability Group (TAG).  

This year, I am asking for every company to identify a compliance officer who is an inventory quality and audience specialist.  He or she should have executive powers with the support of the executive committee of the organization. 

Publishers, your compliance officer should know your traffic sources. Organic search, social, and purchased are all forms of sourcing.  The compliance officer should be reviewing the marketing, advertising operations yield management, and audience growth strategies and tactics. For example, if a partnership is growing audience at an unnatural rate for you in the off hours, it is time to find a new partner.  

Platforms, some of you have a compliance officer identified in the TAG programs. He or she should keep weeding out the wolf selling sheep’s wool to create further transparency that we all need and want in business transactions. This individual must be empowered to deny new inventory, recruited by the supply team, that goes against your internal controls and checklist of quality supply. 

Buyers, viewability is the new currency we’re striving toward. Low cost CPMs, even to refresh your audience pool, can harm the efforts to move to the new currency if not executed appropriately. Your compliance officer can help weigh the pros and cons.  

Small companies, take note. You are entering a market with ideas and innovation—a market with growing resources to provide guidance for best business practices and tools. I encourage you to use them.    

If you don’t have a compliance officer, get one. And in your organization, this individual needs to be empowered to say no.  This is not about growing business for the sake of top line revenue alone, it is about growing business the right way, which leads to the health of the bottom line and supply chain. Human Resources departments should support this executive with transparent, educational dialogue to the staff. The compliance officer is visible, public, and a trusted internal source for personnel.  

Finally, if your company uses standards, it’s important to declare your version centrally and keep it up to date with the latest issued in the market. Legacy versions of a standard, or enhancements to a current standard, need to be declared upfront in the pre-sales process. The compliance officer can help with these internal operations and language in your market transactions.  

IAB has a portal for your declaration. I encourage your company to keep this record up to date.  

For more information about the IAB Tech Lab, please visit http://www.iab.net/techlab, and to understand more about IAB Compliance programs, visit http://www.iab.net/guidelines/compliance_programs.


 


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