Prezentarea sustinuta de Patrick Dolan pentru IAB Romania in cadrul evenimentului Meet the Rising Stars - 26 septembrie 2011

1. A Bright
Future

2. 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 expertise
Industry’s voice Washington
1

3. Over 500 members
The IAB is the digital publishing industry‟s
Biggest Tent
2

4. Global Presence, Global
Partners
38 Countries – 5
Continents
3

5. The IAB Mission…
GROWTH
The 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.
4

6. Growth - How we achieve it
Engagement Accountability Operational
Effectiveness
CMOs, agencies, and Establish Reduce structural
other marketing guidelines and best friction between
influencers on the practices media companies
interactive and advertising
opportunity buyers
5

7. Standards Drive Growth
Befor
e IAB
Afte
r
IAB

8. Standardization Is a Core
Capability
Ad Standards & Creative Digital Video Guidance Measurement Guidelines
Guidelines
• Ad Impression
• Digital Video Overview
• Ad Unit Guidelines Measurement Guidelines
• Digital Video In-Stream
• Digital Video Ad Format • Ad Campaign
Ad Metrics Definitions
Guidelines & Best Measurement Process
• Digital Video Ad Format
Practices Guidelines
Guidelines & Best
• Pop-up Guidelines • Audience Reach
Practices
• Rich Media Creative Measurement Guidelines
• Digital Video Ad
Guidelines • Click Measurement
Measurement Guidelines
• Universal Ad Package Guidelines
Email & Lead Generation • Digital Video Ad Serving
• Digital Video Ad
Template (VAST)
Measurement Guidelines
• Digital Video Player-Ad
• In-Game Advertising
• Email Guidance Interface Definition
Measurement Guidelines
• Email Campaign (VPAID)
Social Media Guidance • Rich Media Measurement
Performance Metrics • Long Form Video
Guidelines
Definitions • Rich Internet Application
• Email Data Management Guidelines
• Social Advertising Best
Best Practices
Practice
• Lead Generation
• Social Media Ad Metrics
Guidance
• Lead Quality Best
Practices IAB Overview Deck

9. Member Committees and Councils
 Committees  Councils
 Audio Committee  Ad Ops Council
 Digital Video Committee  CFO Council
 eMail Committee  Data Council
 Games Committee  Legal Affairs Council
 Interactive Television Committee  Multicultural Council
 Lead Generation Committee  Public Policy Council
 Local Committee  Research Council
 Mobile Advertising Committee  Sales Executive Council
 Networks and Exchanges
Committee
 Search Committee
 Social Media Committee
IAB Overview Deck

10. Membership Analysis
 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
IAB Overview Deck

11. IAB US Org Chart
August 2011
10

12. Major Opportunities
 Protecting privacy
 Reducing complexity in the supply
chain
 Emerging platforms
 Capturing more brand dollars
11

13. Protecting privacy
Self-Regulatory Program
DIGITAL ADVERTISING ALLIANCE
12

14. Reducing Complexity
Removing Friction
 IES (Impression Exchange Solution)
– Reduce discrepancies
 E-Business Solutions – Automating
buying and billing
 Ad Verification Guidelines – Brand
protection
13

15. Emerging Platforms
U.S. Internet Trends
Social Media Mobile Internet
US Facebook audience Mobile internet users
up ~ 500% up ~ 70%
Social Digital Video
Commerce
NEW: Mass discounts through
Video streams served
bulk buying = Scaling Social
up 21%
Media
14

16. Capturing more brand dollars
A Case Study
15

17. We are back: $26B in 2010
Source: IAB Internet Advertising Revenue Report, 2010 First Half and
16 Second Quarter Report

18. 2011 Starts with a Bang
23% Year-Over-Year Increase
$7.3B
$5.9B
Q1 2010 Q1 2011
Q1
Source: IAB Internet Ad Revenue Report 2010, Released June 2011.
17

19. bigger than print, but…
“TV Distribution” includes national & local TV station ads as well as
multichannel systems
18 Source: IAB Internet Ad Revenue Report 2010, Released April 2011.

20. TV Still Dominant Media
Platform
US Advertising Revenue by Media Revenue – 2010 (in Billions)
$68.70
$26.00
TV Internet
“TV Distribution” includes national & local TV station ads as well as
multichannel systems
19 Source: IAB Internet Ad Revenue Report 2010, Released April 2011.

21. Direct Response Dominates
Interactive Ad Spend
Source: IAB Internet Ad Revenue Report 2010, Released April 2011.
20

22. Brand Dollars Resist
Direct Response Environments
Share of Internet Ad Spend of
Time Spend vs. Ad Spend, by Media Type (%) Total Ad Spend (%)
U.S., 2009 Leading Brand Advertisers, U.S. 2009
($ millions)
0 10 20 30 40 Total Interne Interne
Ad t t % of
TV Spend Ad Total
Spend
Radio P&G $4,189 $100 7%
Print
AT&T $2,797 $148 5%
Verizo $3,020 $242 8%
Internet n
Ford $1,517 $142 9%
US media ad spending GSK $1,395 $32 2%
US households time spent
J&J $2,061 $59 3%
Unileve $1,294 $33 3%
r
GE $1,575 $69 4%
21 Source: Bain, Forrester, AdAge, KPCB
Sears $1,700 $24 1%

23. 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
22
Officer, Mediabrands

24. Direct Response metrics are
not Brand metrics
Which metrics are most valuable for brand-building campaigns?
Percent of respondents
60%
What brand
marketers want
#3
What brand
40
#2 marketers get
20
#1
0 Brand Likelihood to Conversion Click Message Time spent View
awareness recommend rates through association Ad on page through
Purchase Favorability Recall Unique impressions/ Interaction Engagement
intent visitors views rate time
sources: bain/iab “building brands online,” 2010, morgan
23 Stanley, ComScore

25. Lack of Creative Choices
AT&T banner on Hotwired, October, 1994
24

26. IAB Responds to the
Market
1. Making Measurement Make
Sense
2. Reinventing Digital Ad Units
25

27. Making Measurement Make Sense
Interactive has no
currency
Which metrics are most valuable for brand-building campaigns?
Percent of respondents
60%
What brand
marketers want
#3
What brand
40
#2 marketers get
20
#1
0 Brand Likelihood to Conversion Click Message Time spent View
awareness recommend rates through association Ad on page through
Purchase Favorability Recall Unique impressions/ Interaction Engagement
intent visitors views rate time
sources: bain/iab “building brands online,” 2010, morgan
26 Stanley, ComScore

28. Making Measurement Make Sense
Industry Takes Action
27

29. Making Measurement Make
Objectives & Progress
Sense
 Cross industry taskforce to
create valued brand metrics
(Awareness, Purchase Intent, Likelihood to
Recommend, Favorability)
 Establish measurement
governance board
 Released Guiding Principles of
28
Digital Measurement (June 13, 2011)

30. Making Measurement Make Sense
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
29
attitudinal studies

31. Reinventing Digital Ad
Units
The humble beginning
AT&T banner on Hotwired, October, 1994
30