1. IAB US Mobile Marketing Center
Mobile Rising Stars
Joe Laszlo
Senior Director,
IAB (US)
Mobile Marketing Center of Excellence

2. Perceived Value of Mobile
Advertising
A mobile web • Big as percent of the screen
standard it’s on.
300x50 • Usually only one per page
• Gateway to very rich
interactive experiences
…just tap it!
• BUT IT’S 320 PIXELS BY 50
PIXELS.
1

3. What are Rising Stars?
2 Building Brands Digitally

4. Mobile Rising Stars Program
• Designed to uncover the best creative-friendly ad units in the
mobile ecosystem and make these the first ever IAB-endorsed
formats
• “Creative Ad Products” for smart-phones and tablets
• Wisdom of the crowd approach
• Buy-side working group leading evaluation
• Criteria:
• User Experience - How well does the ad format positively impact user experience?
• Branding - Does the ad format provide a canvas for brand creativity?
• Functionality –Does the ad format take advantage of mobile user behaviors and
technologies?
• Integration –Does the ad format enhance the relationship between the ad and the
publisher content?
• Adoption - Could the ad format be widely adopted across the mobile ecosystem?

5. Mobile Rising Stars
Winning Submitters
Adhesion Banner
4

6. Mobile Rising Stars
The Mobile Rising Stars
Pull Full Page Flex
5

7. Mobile Rising Stars
IAB Mobile Filmstrip
6

8. Mobile Rising Stars
IAB Mobile Adhesion Banner
7

9. Mobile Rising Stars
IAB Mobile Slider
Slide Banner Slide Banner
To show AD* To Close AD
Slide Back
* Alternate Top Banner Position
8

10. Mobile Rising Stars
IAB Mobile Pull
Pull
or =
Pull
9

11. Mobile Rising Stars
IAB Mobile Full Page Flex
10

12. View All Five at
IAB.net/RisingStarsMobile

13. Mobile Rising Stars Next Steps
• Trial deployments of Rising Stars units have been
ongoing for the past six months
• Peter Minnium of the IAB has been talking to agencies
and media companies about their experiences with
the Rising Stars.
• IAB, with comScore and Vibrant, about to launch
research program to test consumer response to Rising
Stars ads.
• Plan to finalize Rising Stars as IAB Standard Ad Units
by midyear 2013.

14. Mobile Phone Creative Guidelines
• Another IAB mobile standards
project.
• Rising stars are important, but
also need basic banner ads,
too.
• IAB took MMA’s banner ad
sizes, and added more details.
• Need to be consistent with
MMA ad sizes, while also
offering IAB standard units.

15. Digital Video Rising Stars
• The next phase of the IAB Rising Stars program
• Five candidate video ad units announced in late February
• Designed to work on both PC and smartphone/tablet screens
• Similar process to mobile and display rising stars:
• Design actual ad specs
• Roll out test
deployments
• Do research on
effectiveness
• Name official IAB
standard units

16. IAB Rising Stars
Thank You!
Joe Laszlo
joe@iab.net