MRAID: Bringing Scale to Mobile Rich Media

Advertising

Joe LaszloSenior Director, IAB Mobile Marketing Center of

Excellence

IAB Mobile Center Webinar

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Agenda• Quick Word About IAB Mobile

Center• What is MRAID?• MRAID 1.0 Overview• MRAID-Continuing Work• Conversation: MRAID from the

POV of companies actually using it

• Q&A

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The IAB Mobile Marketing Center of Excellence

IAB’s Mobile Marketing Center of Excellence

•Think of the Mobile Center as a “committee on steroids” or a “trade association within the trade association”

•Goal: drive growth of the mobile advertising marketplace and of our members’ share of mobile marketing spend

•Launched in December 2010•Separate Mobile Center Board of Directors,

which reports to overall IAB Board•Mobile provides a chance to do interactive

media RIGHT, with perfect hindsight from Webs 1.0 and 2.04

Mobile Center Draws on Core IAB Strengths While Growing Mobile

ResourcesMobile Marketing Center Board of Directors

Technology Advisory Board

Mobile Leadership Council

Mobile Committee

Tablet Committee

Ad Ops Working Group

Research Working Group

Public Policy Working Group

Tied to Existing IAB CouncilsExisting IAB Committees

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Current Mobile Center Members

SUPPORTING MEMBERS

BOARD-LEVEL MEMBERS• AdFonic• AT&T AdWorks• Google• Microsoft Advertising• Millennial Media• Mojiva• The New York Times• Time, Inc.

• Tribune Co.• Univision• The Weather Channel• Yahoo!• Zillow

• 24/7 Real Media• AOL• BabyCenter• Cars.com• CNN• Function(x)• IDG• Jumptap

• Mocean Mobile• NBC Universal• OWN: Oprah Winfrey Network• Pandora• Pontiflex• Tremor Video

Note: Current as of 18 Jan 20116

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MRAID 1.0 OverviewIAB MRAID Webinar

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What is MRAID?• Mobile Rich-media Ad Interface Definitions

• A common API for mobile rich media advertising

• Enables rich media ads in mobile apps to communicate with the “container” in which they are running

• Pre-MRAID, a single ad needed multiple revisions to run across multiple apps/rich media vendors

• With MRAID, a rich media ad should behave well as long as its running in an MRAID-compliant app/SDK

• Speeds creative development, reduces cost and complexity, encourages more rich media advertising

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What is MRAID not?• NOT a Software Development Kit (SDK)

• NOT a standard ad unit (or set of ad units)

• NOT exhaustive

• NOT meant to stifle innovation or competition in the mobile marketplace

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• Idea first raised at an IAB Mobile Committee meeting in late 2010

• Other efforts underway to harmonize/standardize rich media ads

• IAB looked on as a fair mediator

• Relevant experience from online video (VAST and VPAID)

• A significant share of the rich media industry agreed to participate in the IAB process to create MRAID 1.0.

Why did the IABLaunch MRAID?

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Scope and Content• MRAID 1.0 supports basic

expandable and interstitial ads

• Simple but very important capabilities

• Ad designer writes the ad using MRAID

• Enables the ad to request information from the SDK, and to tell the SDK what it needs to do

• A balance between consistency and flexibility

MRAID 1.0

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Flexibility v. Consistency• Supports both 1-part and 2-part

expandables• Provides general guidance for how

the SDK should position ads onscreen

• Requires a consistent location for a close control

• Requires the SDK (app) supply the close indicator by default

MRAID 1.0

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• MRAID 2.0 Extends and expands upon MRAID v1.0

• Testing and Validation Tools• Test ads to verify SDKs correctly support MRAID• IAB MRAID compliance seal program• Simple web-based tester to verify creative is

using MRAID correctly

• Education and Outreach• Non-technical best practices guide• Targeted efforts to reach the marketer/agency

communities• Technical discussions/webinars: implementing

MRAID

MRAID Current Status:Ongoing Efforts and Next

Steps

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• More subtle expandable/resizable ads• Standardized access to device

functionalities• Shake and Tilt• Compass and Location

• Standardized video/audio playing, messaging, other native apps

• Controls for offline measurement

MRAID 2.0:Capabilities Under

Discussion

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MRAID Conversation• Joe Laszlo, IAB (Moderator)

• Andy Breen, VP Product and Strategic Alliances, Medialets

• Gefen Lamdan, VP, Product, Celtra• Andrew Steinhouse, Senior

Manager, Solutions, Jumptap

IAB MRAID Webinar

Medialets & MRAID

Medialets is the most widely deployed mobile ad platform enabling high-impact campaigns for leading brands and 200+ premium publishers.

We work closely with IAB in defining and supporting MRAID, the common API for mobile rich media advertisement creative.

Celtra’s scalable, MRAID-based rich media ads empower publishers to monetize and buyers to run ads anywhere across their media buying list of companies

From the start, Celtra integrated with all major open SDKs to reduce the costs and complexity of delivering rich media ads.

Celtra’s MRAID implementation allows advertisers to build one ad unit with trafficking tags that reliably and easily interact directly with all applications.

Celtra & MRAID

Supports MRAID

Jumptap is the leader in targeted mobile advertising. Reaching 95 million mobile users in the U.S. and 142 million mobile users worldwide. Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale.

Jumptap supports MRAID and its ability to provide frictionless rich media implementation to advertisers and publishers.

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MRAID Conversation• Joe Laszlo, IAB (Moderator)

• Andy Breen, VP Product and Strategic Alliances, Medialets

• Gefen Lamdan, VP, Product, Celtra• Andrew Steinhouse, Senior

Manager, Solutions, Jumptap

IAB MRAID Webinar

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Please type questions into the question and/or

chat feature

Questions?

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• Annual Leadership Meeting• February 26-28th• Fountainebleau, Miami Beach

• IAB Case Study Road Show, March 2012• March 20 in San Francisco• March 22 in Los Angeles• March 27 in Detroit

• Digital Video: IAB Marketplace• April 10• New York City

• Professional Development (Laredo Group Seminars)• January 26 -- Mastering Measurement: How to Speak with Your Clients About

Campaign Performance• March 9 – two Seminars: Social Media for Media Sellers Workshop and Mobile

(Smartphone) Advertising for Media Sellers Workshop

Upcoming IAB Events & Training

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Thanks!IAB MRAID Webinar

joe@iab.netwww.iab.net/mraid