1.The next revolution in digital advertising will be fueled by ASPEC! Theo Skye Creator of ASPEC Executive Creative Director & Cofounder, Medialets theo.skye@medialets.com @theoskye #aspec

2. What is advertising? Drawing attention to a product or service in a public medium in order to promote a behavior. 3. How does the advertising business work? BRAND MEDIA AGENCY CREATIVE AGENCY PUBLISHERS CONSUMERS Sometimes entirely automated! 4. What are the main advertising mediums? Print Out-of-Home Radio Television Digital 5. What is digital advertising? Ad delivery onto screens via internet technologies. 6. Paid Search Video Social Media Native Display Static Banners Rich Media Banners Digital ads have standard formats. 7. Paid Search Video Social Media Native Display Static Banners Rich Media Banners Digital ads have standard formats. 8. Paid Search Video Social Media Native Display Static Banners Rich Media Banners Digital ads have standard formats. 9. Digital ads have standard formats. Paid Search Video Social Media Native Display Static Banners Rich Media Banners 10. Digital ads have standard formats. Paid Search Video Social Media Native Display Static Banners Rich Media Banners 11. Digital ads have standard formats. Paid Search Video Social Media Native Display Static Banners Rich Media Banners 12. Digital ads have standard formats. Paid Search Video Social Media Native Display Static Banners Rich Media Banners 13. Rich media ads have standard sizes/specs. 728x90 468x60 120x600 160x600 300x600 300x250 14. Digital display advertising began in 1994. 15. But in 1994 the digital screen wasnt even digital. 16. Now those screens are a distant memory. 17. Todays screens are fundamentally different. 18. And as consumers, we use many screens. And as consumers, we use many screens. 19. The multi-screen world creates unprecedented opportunity for advertisers. 20. The multi-screen world creates unprecedented challenges for advertisers. 21. So. Many. Screens. 22. And many of todays screens are also orientation-aware. Portrait Landscape 23. Some screens are super high-res 24. Fragmentation is very real and very terrifying. 25. Site Ad Type Ad Format Device Type OS Type Delivery Method If in-app, specifics Initial Size Expanded Size Orientation Aware? Yelp Rich Expandable Handset iOS Mobile Web N/A 300x50 300x300 No m.AskMen.com Rich Media Expandable Handset Cannot Target by OS Mobile Web N/A 320x50 320x480 (will test 320x416) Yes ESPN Rich Expandable Handset Cannot Target by OS Mobile Web N/A 320x50 320x300 Yes AOL Rich Expandable Handset iOS/Android Mobile Web N/A 300x50 300x416 ? AOL Rich Expandable Handset IOS/Android Mobile Web N/A 320x50 320x416 ? AOL Rich Expandable Handset iOS/Android In-App ORMMA 480x75 480x320 ? AOL Rich Expandable Handset iOS/Android In-App ORMMA 320x50 320x460 ? Weather.com Rich Expandable Handset ? Mobile Web N/A 300x50 300x300 ? Weather Channel App Rich Expandable Handset iOS/Android In-App ? 320x50 320x480 ? Weather Channel Tablet App Rich Expandable Tablet iOS In-App ? 320x50 768x1024 ? Millennial Rich Expandable Handset iOS In-App Millennial SDK 320x50 320x568 with a 320x416 Safe Area Yes Millennial Rich Expandable Handset iOS Mobile Web N/A 320x50 320x568 with a 320x416 Safe Area Yes Millennial Rich Expandable Tablet iOS In-App Millennial SDK 728x90 768x1024 with a 768x928 Safe Area Yes Millennial Rich Expandable Tablet iOS Mobile Web N/A 728x90 768x1024 with a 768x928 Safe Area Yes Millennial Rich Expandable Tablet iOS In-App Millennial SDK 300x250 768x1024 with a 768x928 Safe Area Yes Millennial Rich Expandable Tablet iOS Mobile Web N/A 300x250 768x1024 with a Yes Publishers are struggling to communicate placement sizes, especially on their mobile properties. 26. How can the digital advertising ecosystem navigate this new territory? 27. Will technology save us? 28. Probably not todays technology... 29. The key is accurate communication. 30. Publishers use ASPEC to accurately communicate their placement specs. PUBLISHERS MEDIA AGENCY CREATIVE AGENCY 31. Creative agencies use ASPEC to accurately communicate where the ads they build can be served. CREATIVE AGENCY MEDIA AGENCY PUBLISHERS 32. Lets jump in 33. ASPEC Example 1: A Simple Banner 300250 34. 300250 WIDTH ASPEC Example 1: A Simple Banner 35. ASPEC Example 1: A Simple Banner 300250 HEIGHT 36. ASPEC Example 1: A Simple Banner 300250 THE SYMBOL SEPARATES WIDTH AND HEIGHT PAIRS 37. ASPEC Example 1: A Simple Banner 300250 WIDTH IS ON THE LEFT 38. ASPEC Example 1: A Simple Banner 300250 HEIGHT IS ON THE RIGHT 39. ASPEC Example 1: A Simple Banner 300250 WIDTH AND HEIGHT PAIRS ARE A LAYOUT 40. ASPEC Example 1: A Simple Banner 300250 THE SYMBOL WIDTH HEIGHT LAYOUT ASPEC defines the anatomy of how the ad industry already communicates sizes. 41. ASPEC Example 2: Expandable Ads 300250 to 300500 42. ASPEC Example 2: Expandable Ads 300250 to 300500 WIDTH HEIGHT LAYOUT FOR EXPANDABLE ADS ONLY: THE to KEYWORD SEPARATES THE COLLAPSED PANEL FROM EXPANDED PANEL COLLAPSED PANEL EXPANDED PANEL LAYOUT WIDTH HEIGHT 43. 300250 with 19201200 ASPEC Example 3: Multi-Panel Ads 44. ASPEC Example 3: Multi-Panel Ads 300250 with 19201080 WIDTH HEIGHT LAYOUT FOR MULTI-PANEL ADS ONLY: THE with KEYWORD SEPARATES THE PRIMARY PANEL FROM SECONDARY PANEL PRIMARY PANEL SECONDARY PANEL LAYOUT WIDTH HEIGHT 45. ASPEC Example 4: Dual-Layout* Panels P:768x1024 & L:1024x768 *Orientation-Aware 46. ASPEC Example 4: Dual-Layout Panels P:768x1024 & L:1024x768 THE & SYMBOL SEPARATES LAYOUTS IN MULTI- LAYOUT PANELS AND DENOTES THAT LAYOUTS FOR BOTH ORIENTATIONS ARE REQUIRED PANEL LANDSCAPE LAYOUTPORTRAIT LAYOUT LANDSCAPE LAYOUT PREFIX PORTRAIT LAYOUT PREFIX 47. ASPEC Example 5: Size Ranges* P:768x[900-1024] & L:1024x[644-768] *Fluid layouts 48. ASPEC Example 5: Size Ranges P:768x[900-1024] & L:1024x[644-768] PANEL LANDSCAPE LAYOUTPORTRAIT LAYOUT PORTRAIT LAYOUT PREFIX WIDTH HEIGHT RANGE LANDSCAPE LAYOUT PREFIX WIDTH HEIGHT RANGE 49. ASPEC Example 6: Responsive Ads 300x50 / 300x250 / 728x90 / 300x600 THE / CHARACTER INDICATES A BREAKPOINT IN RESPONSIVELY DESIGNED ADS 50. ASPEC Example 7: Combining Concepts 51. Publisher Takeaways: Plan for cross-platform (responsive) properties and audiences. Use ASPEC to assure your placement size specs are accurate and complete. Start planning and selling placements based on multi-sized and responsive ads. 52. Media Agency Takeaways: Make sure publishers you buy inventory from are using ASPEC when they describe their placement sizes. Ask for ASPEC by name. 53. Creative Agency Takeaways: Plan for true cross-platform ads (mobile, tablet, desktop and more) Use ASPEC to describe ads with fluid and or responsive layouts Use ASPEC to design fewer overall creatives 54. Ad Serving & Ad Tech Takeaways: Plan to support multi-size (responsive) creatives in your platforms Ad Serving Data & Reporting Plan for native ASPEC encoding and decoding support in your platforms for automated trafficking modern ad units. 55. Next Steps for ASPEC: The IAB will release ASPEC as a Beta version (soon). An IAB working group led by Theo Skye will gather industry input for the release of ASPEC version 1.0. 56. Look out for the beta release of ASPEC from the IAB soon! Thank you! Theo Skye Creator of ASPEC Executive Creative Director & Cofounder, Medialets theo.skye@medialets.com @theoskye #aspec