La Próxima Revolución Digital por Randall Rothenberg, Presidente & CEO, IAB
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Randall Rothenberg, actualmente, CEO y Presidente de IAB (Interactive Advertising Bureau), a nivel global, organización comprometida con el desarrollo de la industria del Mercadeo y la Publicidad Digital, con presencia en más de 23 países alrededor del mundo habla sobre el estado de la publicidad digital en Colombia. En 2007, fue Director Senior de Capital Intelectual de Booz Allen Hamilton, en la cual supervisó las Áreas de Desarrollo de Negocios, Gestión de Conocimientos y Actividades de Liderazgo del Pensamiento. Antes de ingresar a Booz Allen, donde superviso el desarrollo de negocios, gestión del conocimiento y pensó en actividades de liderazgo. Así mismo trabajó en el diario The New York Times, como editor de tecnología y editor de política de la revista dominical, escribió una columna diaria sobre publicidad, y fue reportero de medios y marketing. Es autor de la obra Where the Suckers Moon: An Advertising Story, una crónica acerca del nacimiento, evolución y muerte de una campaña publicitaria. Obtuvo un título en estudios clásicos de la Universidad de Princeton y en la actualidad reside en la ciudad de Nueva York. Rothenberg trabajó seis años en el The New York Times, donde fue editor de economía y política. Durante 10 años, fue columnista de marketing y medios para Advertising Age y continuo con esta labor en su blog www.randallrothenberg.com.
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La Próxima Revolución Digital por Randall Rothenberg, Presidente & CEO, IAB
- 1. La Próxima Revolución Digital Randall Rothenberg President & CEO, IAB ! IAB Colombia Annual Congress Bogota, Colombia April 2, 2014
- 3. ‹Nº› Commerce Social Video Search Display Data MobileAudio IAB: Digital Advertising’s Largest & Most Active Trade Body
- 4. The Industry’s Biggest Tent 4 600+ leading media companies responsible for selling 86% of US online advertising.
- 5. Global + Local: 43 National IABs 5 Europe Europe Regional Africa Asia Pacific South America North America • IAB Austria • IAB Belgium • IAB Bulgaria • IAB Croatia (INAMA) • IAB Denmark (FDIM) • IAB Finland • IAB France • IAB Germany (BVDW) • IAB Greece • IAB Hungary • IAB Ireland • IAB Italy • IAB Macedonia • IAB Netherlands • Norway (INMA) • IAB Poland • IAB Romania • IAB Russia • IAB Serbia • IAB Slovakia • IAB Spain • IAB Sweden • IAB Switzerland • IAB Turkey • IAB UK • IAB Europe ! • IAB South Africa • IAB Australia • IAB China (IIACC) • IAB New Zealand • IAB Singapore • IAB Vietnam • IAB Argentina • IAB Brazil • IAB Chile • IAB Colombia • IAB Ecuador • IAB Peru • IAB Uruguay • IAB (United States) • IAB Puerto Rico • IAB Canada • IAB Mexico 25 1 1 5 7 4
- 6. ‹Nº› Our Mission is Growth Removing FrictionPromoting Digital Making It Safe
- 7. IAB Invented the Modern Digital Ad Industry 7 IAB UK launched first international IAB First XMOS Study IAB Universal Ad Package Updated IAB MIXX Awards Celebrate Digital Creativity Video Ad Creative Guidelines Published Digital Video Measurement Guidelines Released First Industry Ts and Cs IAB Long Tail Alliance Formed Video Ad Serving Template Released First Internet Ad Revenue Report First Universal Ad Standard Portfolio Released IAB Defines the “Impression” First IAB Privacy Guidelines Issued Impression Measurement Standards Released IAB Launches Training Program Public Policy Office Opened IAB Publishes Mobile Buyers Guide Privacy Matters, first Ever Consumer Privacy Campaign Released Ad Ops Council releases QAG Creation of MMCOE (Mobile Marketing Center of Excellence MRAID, or “Mobile Rich Media Ad Interface Definitions” is released 3MS initiative launch First Digital Media Sales Certificant Creation of Ad Technology Council Quarterly Revenue Growth Trends, in Billions 1996–2012 1996 1997 1998 2000 2001 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 IAB Rising Stars launch IAB Oversees Digital Content NewFronts SafeFrame Release
- 8. ‹Nº› Digital’s Thought Leadership Center
- 9. Members Are Leaders IAB Committees and Councils are comprised of some of the brightest minds in their space, and help drive the industry forward by developing standards, guidelines, best practices, whitepapers, buyer’s guides, and other services • Audio Committee • B2B Committee • Digital Video Committee • Games Committee • Interactive Television Committee • Local Committee • Mobile Advertising Committee • Networks and Exchanges Committee • Performance Committee • Social Media Committee • Tablet Committee Committees • Ad Ops Council • Ad Technology Council • CFO Council • Data Council • Legal Affairs Council • Multicultural Council • Public Policy Council • Research Council • Sales Executive Council Councils 9
- 11. Colombia: Enormous Digital Growth Potential 11 Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013; Fuente: EGM 2 Ola 2013; Flurry Analytics, Jan 2012-Jan 2013, countries with at least 500,00 active devices Jan 2012 • 25mm total unique internet users • 70% of the population connected to the internet in past three months • 43% Colombian users are 15-24 years old vs. LatAm average 32% • 89% connected to the internet at home • 68% recall seeing online advertising and can name various formats • Colombians lag Latin America in online time spent (17.2 hours average vs. 24.6 hours average)
- 12. Colombia: A Growing Mobile Powerhouse 12 • Fourth largest mobile market in LatAm: 24mm unique subs • Will move into “fast grower” mobile broadband segment by late 2015 • Highest 3G coverage in LatAm – 96% • The fastest growing global smartphone market: devices grew 278% in 2013 • 91% of mobile users access internet via their phones Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013; Fuente: EGM 2 Ola 2013; GSMA, Mobile Economy Latin America 2013
- 13. Digital Is Now the U.S.’s Second Largest Ad Medium 13 Broadcast Television * Internet Cable Television ** Magazines *** Newspaper Radio Out of Home Video Games Cinema $700.0 $800.0 $7,500.0 $16,100.0 $19,400.0 $22,800.0 $32,500.0 $36,600.0 $39,6 Advertising spend† of key media in 2012 (in Billions) † The total U.S. advertising market includes other segments not charted here. * Broadcast Television includes Network, Syndicated and Spot television advertising revenue. ** Cable Television includes National Cable Networks and Local Cable television advertising revenue. *** Magazine includes Consumer and Trade magazines. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
- 14. ‹Nº› MMA & IAB Overview Digital Advertising: Growing 13x Faster Than U.S. Economy 14 CAGR*: 19.7% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 $36,570.0 $31,735.0 $26,041.0 $22,661.0 $23,448.0 $21,206.0 $16,879.0 $12,542.0 $9,626.0 $7,267.0 • Digital advertising grew 15.2% in 2012 • 2012 annual revenues increased on a year-over-year percentage and dollar basis. • The 19.7% CAGR* has far outpaced U.S. real GDP growth of 1.5%** over the same 10-year period. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
- 15. ‹Nº› MMA & IAB Overview Internet Ad Growth Outpaced All Media Over Past 8 Years 15 $0 $12,500 $25,000 $37,500 $50,000 2005 2006 2007 2008 2009 2010 2011 2012 Broadcast Television * Internet Cable Television ** Newspaper Radio Advertising revenue market share by media, 2005-2012 ($ billions) • Two forms of media have positive compound annual growth rates (CAGR) between 2005 through 2011: Cable Television at 4.6% and Internet at 16.5%. • In every year since 2005, the annual growth rates of Internet advertising have exceeded those of other advertising media. • Internet advertising has experienced double-digit annual growth in every year except 2009; no other media has experienced double- digit growth in any year. *Broadcast Television includes Network, Syndicated and Spot television advertising revenue. **Cable Television includes National Cable Networks and Local Cable television advertising revenue. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
- 16. 16 Mobile: + 111% -40% 0% 40% 80% 120% $ - 0 $ 4,500 $ 9,000 $ 13,500 $ 18,000 Search Lead Generation Mobile Ad Banners / Display Ads Rich Media 2012 Revenue 2012 vs. 2011 % Growth -15% -25% 13% 29% 111% -27% 11% -6% 15% $1,113.0$845.0 $7,721.0 $2,330.0 $3,370.0 $156.0 $1,689.0 $2,430.0 $16,916.0 15% -6% 11% -27% 111% 29% 13% -25% -15%
- 18. IAB 201418 Fraudulent Traffic Has Reached Crisis Proportions • At least 22% of digital display advertising traffic worldwide is driven by bots* • Estimated $6-10 billion is lost to advertising fraud alone each year.* • Bot Traffic on pace to waste $9.5 Billion in 2013 on advertising*** *Source: Adometry, October 20, 2010, Internet Retailer, January 26, 20133 **Source: InfoSecurity, February 15, 2012 ***Solve Media’s quarterly Bot Traffic Market Advisory update, Q2 2013 (based on 230M human verifications across 6500 publishers) 13% of US homes and up to 9% of workplaces are infected with bots**
- 19. IAB 2014 Consistent methodology across media Real-time measures for optimization Ability to understand competitive landscape Integration with proprietary platforms/process Ability to use as currency for buying/selling Availability in key international markets 23 47 59 69 69 73 10 20 21 28 37 32 Very critical Extremely critical Total 13% 41% 32% Total 20% 49.3% 2016 2013 19 Source: 2013 ANA/Nielsen Integrated Multi-Screen Survey Multi-Screen Buys Expected to Grow What is the single biggest issue regarding multi-screen advertising that keeps you up at night? Measurement! 41% 38% 27% 13% Base: Total = 212; Client-Side=86; Agencies=55; Media Sellers=67 How critical is each of these to you for integrated multi-screen measurement? 13% Brands Require – But Media Lack – a Common Currency
- 20. IAB 2014 0% 18% 35% 53% 70% 2005 2006 2007 2008 2009 2010 2011 2012 1H 2013 13% 5% 4% 4% 4% 5% 4% 2% 2% 41% 47% 51% 57% 59% 62% 65% 66% 65% 46% 48% 45% 39% 37% 33% 31% 32% 33% CPM Performance Hybrid 20 Persistent Pressure on Publisher Revenues Source: 1st Half 2013 IAB/PWC Digital Ad Revenue Report! *Source: AOL / Ad Exchanger 2013! CPM Data Courtesy of SQAD CPM Buys Declining 41% 13% Programmatic Solutions Further Reduce Ad Revenue* 13% 95 97 100 102 104 January April July October 97.6551 96.844196.749 95.69895.444595.4083 96.498596.429196.5627 97.158797.136 96.220196.211196.294896.470696.568796.553696.5883 Composite 2010 Composite 2011 Composite 2012 Composite 2013 CPMs Flat to Declining
- 21. IAB 201421 Digital Still Not Considered a Brand-Building Medium etail vices com Auto ucts avel oods care edia ment 4% 5% 6% 7% 9% 8% 12% 11% 13% 20% 4% 5% 5% 6% 8% 9% 11% 12% 13% 22% 2011 2012 Internet ad revenues by major industry category*, 2011 vs. 2012 • Retail advertisers, despite an overall decline, continue to represent the largest category of internet ad spending, accounting for 20% of revenues in 2012, down from the 22% reported in FY 2011. • Automotive advertisers accounted for 12% of revenues in 2012, up from the 11% reported in FY 2011. • Consumer Packaged Goods represented 7% in 2012, up from the 6% reported in FY 2011. • Pharma/Healthcare accounted for 6% of revenue in 2012, up from the 5% reported in FY 2011. Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
- 22. IAB 201422 Mobile Monetization Is a Disaster
- 24. IAB 2014 Core Commitment #1 24 Building a Trustworthy Digital Advertising Supply Chain
- 25. IAB 2014 A War on Fraud & Piracy 25
- 26. Protecting Privacy Through Self-Regulation 26 Digital Advertising Alliance IAB in Washington • Advertising self-regulation • Online behavioral • Children’s privacy • Blogger disclosure rules • IP piracy • Political advertising • Mobile apps and ads • Global self-regulatory harmonization and data standards
- 27. IAB 2014 Core Commitment #2 27 Making Measurement Make Sense
- 28. Viewability: The New Currency for Online Advertising 28 Buyers and Sellers establishing new currency for digital media based on traditional media criteria 1. Assess Impact of Viewable Impression 2. Establish Digital GRP 3. Create Ad Classification System 4. Define Standards-Setting Structure Traditional Media GRPs Digital Media Impressions Brand Metrics (Reach and Frequency)
- 29. IAB 2014 Core Commitment #3 29 Publisher Transformation
- 30. Rationalizing Programmatic Buying… 30 ! ! ● Confusion over terminology ● Limited transparency ● Lots of middle men ● Sellers’ strategic challenges (sales, bus model, yields) ● Lack of clear technical standards & guidelines Significant growth Uncertainty in market
- 31. …Through Education & Standards 31 IAB Market Education and Clarity IAB Solving Operational Issues • Establish market clarity & education on programmatic ! • Thought-leadership research study to provide an effective roadmap to “programmatic” capabilities ! • Identifying and addressing mobile programmatic issues • Digital automation – standardize common datasets for IOs, media plans & invoices ! • Open RTB - Supports development of OpenRTB specs ! • QA Guidelines reflect programmatic disclosures
- 32. IAB Digital Media Sales Certification 32 A client wants to serve different creative to consumers based on their exposure to the digital advertising campaign. Which of the following solutions should be recommended?! A) Connected TV B) Keyword Targeting C) Sequential Messaging D) Demographic Targeting Sample question
- 34. IAB 2014 Core Commitment #4 34 Building Brands Digitally
- 35. Cross Screen Rich Media New Standard Ad Unit Portfolio Display Mobile 70+% New Digital Video 35
- 36. Source: IAB Rising Stars Research with IPG MediaLab, Feb. 2012 Rising Stars vs Standard IAB Units Universal Interac4on Time* 0.00 4.00 8.00 12.00 16.00 Rising Stars Standard 7.8854 15.845 36 200% More Interaction for Rising Stars *Universal Interaction Time is defined as the average length of a time that a user’s mouse enters frame of ad and is active (not parked) for 0.5 seconds or longer and ends when the mouse leaves the ad frame, or 60 seconds, whichever happens first. Users Spend 2x More Time With Rising Stars Ads
- 37. 37
- 38. IAB 2014 Core Commitment #5 38 Moving Mobile Mainstream
- 39. Mobile Marketing Center of Excellence 39
- 40. Creative: Mobile Rising Stars: Driving Adoption Mobile Ad Creators’ Guide Tablet Ad Sizes Promote Multi-Screen Advertising IAB Mobile Center Agenda Measurement: Mobile and Cross-Media Audience Measurement Town Hall Mobile Engagement Metrics Definitions Public Policy/ Regulation: Self-Regulatory Program Lobbying DC Fly-In Event Operations: Mobile Discrepancies Industry Round Table Future of the Cookie/Identifiers Driving MRAID Adoption Education and Evangelization Mobile Cross-Media Ad Effectiveness Research Mobile Video Agency Day Mobile and Industry Verticals (fast food, financial, CPT, auto, etc.) Local Search White Paper 40
- 41. IAB International Membership Program • Participate in our 20 Committees and Councils! ! • Help establish critical technical standards and operating best practices! ! • Bring IAB Sales Certification training and accreditation to your markets! ! • Partner on market-making research and thought-leadership publishing! ! • Market your successes through the new, curated IAB Global Website and App! ! • Assert leadership through an enlarged IAB International Steering Committee! ! • Build your events businesses with programming and support from the IAB Events team These Benefits Are Free for ! IABs & Your Most Involved Members
- 42. 42 1. Adopt the IAB Viewability Standard Five First Steps for You 2. Adopt IAB Rising Stars ad formats 3. Protect consumers with privacy self-regulation 4. Take the IAB Digital Certification Exam 5. Join & create best practices with IAB International