Embed Size (px)
DESCRIPTION
Citation preview
Mobile Rising Stars Joe Laszlo
Senior Director, IAB (US)
Mobile Marketing Center of Excellence
IAB US Mobile Marketing Center
Perceived Value of Mobile Advertising
1
A mobile web standard 300x50
• Big as percent of the screen it’s on.
• Usually only one per page • Gateway to very rich
interactive experiences …just tap it!
• BUT IT’S 320 PIXELS BY 50 PIXELS.
What are Rising Stars?
2 Building Brands Digitally
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?
Winning Submitters Mobile Rising Stars
4
Adhesion Banner
The Mobile Rising Stars
5
Mobile Rising Stars
Pull Full Page Flex
6
IAB Mobile Filmstrip Mobile Rising Stars
7
IAB Mobile Adhesion Banner Mobile Rising Stars
IAB Mobile Slider Mobile Rising Stars
8
Slide Banner To Close AD
Slide Banner To show AD*
Back Slide
* Alternate Top Banner Position
IAB Mobile Pull Mobile Rising Stars
or
9
=
Pull
Pull
IAB Mobile Full Page Flex Mobile Rising Stars
10
View All Five at IAB.net/RisingStarsMobile
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.
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.
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
