Post on 12-Nov-2014
description
A Bright Future
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What is the IAB?
IAB - Interactive Advertising Bureau
IAB is a 501(c6) Trade Association Established - 1996 Standard setting body - Member driven
to leverages industry expertiseIndustry’s voice Washington
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Over 500 members The IAB Is the Digital Publishing Industry’s
Biggest Tent
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Global Presence, Global Partners
38 Countries – 5 Continents
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The IAB Mission…
GROWTHThe Interactive Advertising Bureau is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of our members’ share of total marketing spend.
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Growth - How we achieve it
Engagement
CMOs, agencies, and other marketing influencers on the interactive opportunity
Accountability
Establish guidelines and best practices
Operational Effectiveness
Reduce structural friction between media companies and advertising buyers
Standards Drive GrowthBefore
IAB
AfterIAB
Standardization Is a Core Capability
Ad Standards & Creative Guidelines
• Ad Unit Guidelines• Digital Video Ad Format
Guidelines & Best Practices
• Pop-up Guidelines• Rich Media Creative
Guidelines• Universal Ad Package
Email & Lead Generation
• Email Guidance• Email Campaign
Performance Metrics Definitions
• Email Data Management Best Practices
• Lead Generation Guidance
• Lead Quality Best Practices
Digital Video Guidance
• Digital Video Overview• Digital Video In-Stream Ad
Metrics Definitions• Digital Video Ad Format
Guidelines & Best Practices
• Digital Video Ad Measurement Guidelines
• Digital Video Ad Serving Template (VAST)
• Digital Video Player-Ad Interface Definition (VPAID)
• Long Form VideoSocial Media Guidance
• Social Advertising Best Practice
• Social Media Ad Metrics
Measurement Guidelines
• Ad Impression Measurement Guidelines
• Ad Campaign Measurement Process Guidelines
• Audience Reach Measurement Guidelines
• Click Measurement Guidelines
• Digital Video Ad Measurement Guidelines
• In-Game Advertising Measurement Guidelines
• Rich Media Measurement Guidelines
• Rich Internet Application Guidelines
IAB Overview Deck
Member Committees and Councils
Committees Audio Committee
Digital Video Committee
eMail Committee
Games Committee
Interactive Television Committee
Lead Generation Committee
Local Committee
Mobile Advertising Committee
Networks and Exchanges Committee
Search Committee
Social Media Committee
Councils Ad Ops Council
CFO Council
Data Council
Legal Affairs Council
Multicultural Council
Public Policy Council
Research Council
Sales Executive Council
IAB Overview Deck
Membership Analysis
IAB Overview Deck
General Members● General Members are corporate entities or standalone divisions of a corporate entity whose revenue is significantly based on the sale of interactive advertising inventory● General Members have the right to vote for the members of the board of directors; to attend and participate at all membership meetings; and the opportunity to be elected
to serve on the board of directors.● General Members include “portals” (e.g., Yahoo, AOL); networks (e.g., 24/7 Real Media, Valueclick); branded publishers (e.g., The New York Times, CBS Interactive); ad-
supported service providers (e.g., Google, IAC Corp.); vertical content specialists (e.g., BabyCenter, Cars.com); and vertical platform specialists (e.g., AdMob, Wild Tangent)
Associate Members● Any company that does not qualify as a General member may join the IAB as an Associate Member, provided it supports the sale of interactive advertising inventory● Associate members have the right to participate fully in most committees and councils● Associate members include accounting firms (e.g., Ernst & Young); measurement providers (e.g., Quantcast); research firms (e.g., J. D. Power); IT service providers (e.g.,
Operative); and others
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IAB US Org Chart
August 2011
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Major OpportunitiesProtecting privacyReducing complexity in the
supply chainEmerging platforms Capturing more brand dollars
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Self-Regulatory ProgramProtecting privacy
DIGITAL ADVERTISING ALLIANCE
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Removing FrictionIES (Impression Exchange
Solution) – Reduce discrepancies
E-Business Solutions – Automating buying and billing
Ad Verification Guidelines – Brand protection
Reducing Complexity
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U.S. Internet TrendsSocial Media
Emerging Platforms
US Facebook audience
up ~ 500%
Digital Video
Video streams served up 21%
Mobile Internet
Mobile internet users up ~ 70%
Social Commerce
NEW: Mass discounts through bulk buying = Scaling Social Media
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A Case StudyCapturing more brand
dollars
Source: IAB Internet Advertising Revenue Report, 2010 First Half and Second Quarter Report
We are back: $26B in 2010
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2011 Starts with a Bang
Q1
$5.9B
$7.3B 23% Year-Over-Year Increase
Q1 2010 Q1 2011
Source: IAB Internet Ad Revenue Report 2010, Released June 2011.
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Bigger than print, but…
“TV Distribution” includes national & local TV station ads as well as multichannel systems
Source: IAB Internet Ad Revenue Report 2010, Released April 2011.
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TV Still Dominant Media Platform
TV Internet
$68.70
$26.00
“TV Distribution” includes national & local TV station ads as well as multichannel systems
Source: IAB Internet Ad Revenue Report 2010, Released April 2011.
US Advertising Revenue by Media Revenue – 2010 (in Billions)
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Direct Response Dominates Interactive Ad Spend
Source: IAB Internet Ad Revenue Report 2010, Released April 2011.
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Brand Dollars Resist Direct Response Environments
US media ad spendingUS households time spent
0 10 20 30 40
TV
Time Spend vs. Ad Spend, by Media Type (%)U.S., 2009
Total Ad
Spend
Internet
Ad Spend
Internet % of Total
P&G $4,189 $100 7%
AT&T $2,797 $148 5%
Verizon
$3,020 $242 8%
Ford $1,517 $142 9%
GSK $1,395 $32 2%
J&J $2,061 $59 3%
Unilever
$1,294 $33 3%
GE $1,575 $69 4%
Sears $1,700 $24 1%
Share of Internet Ad Spend of Total Ad Spend (%)Leading Brand Advertisers, U.S. 2009($ millions)
Radio
Internet
Source: Bain, Forrester, AdAge, KPCB
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Pent-Up Demand for Digital
“As a buyer and as a representative of buyers, there is not a single client saying, ‘I want to spend less in digital.’ Everyone wants to spend more.”-- Quentin George, Chief Digital Officer, Mediabrands
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Direct Response metrics are not Brand metrics
Which metrics are most valuable for brand-building campaigns?
What brand marketers want
What brand marketers get
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20
40
60%
Brandawareness
#1
#2
#3
Likelihood torecommend
Conversionrates
Clickthrough
Messageassociation
Time spenton page
Viewthrough
Percent of respondents
Purchaseintent
Favorability Recall Uniquevisitors
Adimpressions/
viewsInteraction
rateEngagement
time
Sources: Bain/IAB “Building Brands Online,” 2010, Morgan Stanley, ComScore
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AT&T banner on Hotwired, October, 1994
Lack of Creative Choices
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IAB Responds to the Market
1. Making Measurement Make Sense
2. Reinventing Digital Ad Units
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Which metrics are most valuable for brand-building campaigns?
What brand marketers want
What brand marketers get
0
20
40
60%
Brandawareness
#1
#2
#3
Likelihood torecommend
Conversionrates
Clickthrough
Messageassociation
Time spenton page
Viewthrough
Percent of respondents
Purchaseintent
Favorability Recall Uniquevisitors
Adimpressions/
viewsInteraction
rateEngagement
time
Sources: Bain/IAB “Building Brands Online,” 2010, Morgan Stanley, ComScore
Making Measurement Make Sense
Interactive has no currency
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Industry Takes ActionMaking Measurement Make
Sense
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Objectives & ProgressCross industry taskforce to
create valued brand metrics (Awareness, Purchase Intent, Likelihood to Recommend, Favorability)
Establish measurement governance board
Released Guiding Principles of Digital Measurement (June 13, 2011)
Making Measurement Make Sense
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Five Principles Shift from a “served” to a “viewable”
impression standard Introduce an online Gross Ratings Point
metric, providing reach and frequency reporting of viewable impressions
Implement a classification system and taxonomy for banner, rich media and streaming video ads
Define, standardize and accredit metrics for view-through reporting and cumulative social activity
Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies
Making Measurement Make Sense
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The humble beginning
AT&T banner on Hotwired, October, 1994
Reinventing Digital Ad Units