Download - Rising Stars Presentation by Peter Minium
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The Humble Beginning
AT&T banner on Hotwired, October, 1994
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The Humble Ending?
IAB Standard Ad Formats, 16 years later
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The Humble Ending?
A Direct Marketer’s Dream A Brand Marketer’s Nightmare
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Interactive Advertising Needed a Creative
Revolution• “Creative quality is driving 70% of the business impact we’re seeing in our return on advertising.” (P&G)
•Creative agencies and publishers must collaborate to create outstanding marketing and communications products
•Creative teams now must include technologists along with writers and designers, to engage the intellect and emotions of audiences and individuals across all channels, toward the goal of creating enduring brands
•“Causing the heart to beat quick is at least as important as making the mouse click.” (IAB)
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First Step: De-clutter
IAB Standard Ad Formats, 16 years later
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Seven Standard Ad Units
Wisdom of the Crowd
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Involve the Buy-side
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Evaluation Criteria Branding - How well does the ad format
provide a canvas for brand creativity? User Experience - How well does the ad
format positively impact user experience? Functionality – How does the ad format take
advantage of online user behaviors and technologies?
Page Integration – How does the ad format enhance the relationship between the ad and publisher page layout?
Adoption - How easily could the ad format be widely adopted by publishers?
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The IAB Rising Stars IAB Billboard, IAB Filmstrip, IAB
Portrait, IAB Pushdown, IAB Sidekick, and IAB Slider
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Marketer Early Adopters
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IAB Billboard
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IAB Filmstrip
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IAB Portrait
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IAB Pushdown
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IAB Sidekick
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IAB Slider
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Early MetricsIAB Rising Stars
Industry Rich Media Benchmarks
(Unicast Industy Rpt q1-4 ‘10)
Engagement Rate (= ITR + CTR)
10.12% 1.58%
Interaction Rate (ITR)
9.82% 1.43%
Click-Thru Rate (CTR)
0.29% 0.15%
Ad Engagement Time
34, 47, 98 seconds 14 seconds
Ad Display Time
94 seconds 59 seconds
Avg. Video Play Time
24, 17, 23.6 seconds 12 seconds
Thank [email protected]
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Extra slides…
http://www.iab.net/iab_products_and_industry_services/508676/508767/Rich_Media
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 - How well does the ad format provide a canvas for brand creativity? Functionality – How does the ad format take advantage of mobile user behaviors and technologies? Integration – How does the ad format enhance the relationship between the ad and the publisher
content? Adoption - How easily could the ad format be widely adopted across the mobile ecosystem?
Timeline Launch & Call for Entries: IAB Mobile Marketplace July 18 th,
2011 Fuel & manage submission process to ensure support:
ongoing Deadline for submissions: October 15th
Ad Ops Evaluation: November/December Agency Working Group evaluation: January (NYC) Announce Mobile Rising Stars: February 2012 at IAB annual
meeting Build Out: March, April, May 2012 Evaluation Period: June-December 2012 IAB Mobile Standard Ad Formats named: Year-end 2012
Next Steps
Now fueling and managing submissions●Six entries already
Please encourage those in your sphere of influence to enter
Thank [email protected]
Mobile Rising Stars Agency Working Group
E.g., Display Judging Grid
E.g, From Display-Standard Ad Formats vs. Rising Stars
Filmstrip
Pushdown
Slider
IAB Standard Ad Formats Display Rising Stars (3 of 6)
2. Do we segment mobile category?
Some ideas I’ve heard on segments include separate categories of standards based on: Browser vs. App; Phone vs. Tablet; Small, Medium, and Large screen; Aspect ratios; Cross-mobile platform; Use-case (tactical vs. immersive, reach vs engagement); High-end vs less “smart” devices
Hypothesis: Call for entries that are mobile device and size agnostic, i.e, Mobile Ad Product Concepts, and require entrants to demonstrate how they could work across platforms (conceptually, not technically)●Agnostic in the sense that they are not device/screen specific, not that they must work on all of them●Focus on concept and not chase screen proliferation
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Known Adopters MSN MSN Money CBS Interactive Fox Sports NBC (Daily Candy, Fandango,
iVillage) Undertone networks AOL CNET CondeNast Business Insider New York Times Washington Post Forbes.com The Atlantic
NPR Hearst (cosmopolitan.com,
esquire.com, goodhousekeeping.com, marieclaire.com, redbookmag.com and seventeen.com.)
Aexp Pub (Travel &Leisure , Food & Wine)
Entertainment Weekly TheStreet Zillow Ziff Davis, Fox News Meredith Corp. Variety WSJ Digital Network Weather YouTube
The IAB Rising Stars
MSFT Interactive Filmstrip
Aol Project DevilUnicast SidekickPictela PushdownGoogle/YouTube
MastheadGenex Slider
IAB Filmstrip
IAB PortraitIAB
SidekickIAB
PushdownIAB
BillboardIAB Slider
See www.iab.net/risingstars for full details
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Creative Unit Name
Initial Dimensions (WxH in
pixels)
Maximum
Expanded
Dimensions
(WxH in pixels)
Max Initial
File Load Size
Max Additional Initial File Load
Size for OBA Self-
Reg Complia
nce (Note 1)
Subsequent Max Polite File
Load Size
Subsequent Max User
Initiated File Load Size
Subsequent Max User Initiated
Additional Streaming File
Size
Max Video &
Animation
Framerate
Maximum
Animation Length
Audio Initiation
Hot SpotZ-index Range
Max Percentag
e of CPU Usage
(relative to end user's computer)
Controls
Website Labeling
Requirements, Font Size, etc.
Submission Lead-Time
Implementation Notes & Best Practices
Medium Rectangle 300x250 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
0 - 4,999 30% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = Top or Right Edge Feature = Closes ad when clicked
ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 3 business days before campaign start
Rectangle 180x150 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
0 - 4,999 30% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = Top or Right Edge Feature = Closes ad when clicked
ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 3 business days befor campaign start
Wide Skyscraper 160x600 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
0 - 4,999 30% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = Top or Right Edge Feature = Closes ad when clicked
ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 3 business days befor campaign start
Leaderboard 728x90 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
0 - 4,999 30% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = Top or Right Edge Feature = Closes ad when clicked
ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 3 business days befor campaign start
Half Page 300x600 N/A 40 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted
"not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio."
0 - 4,999 30% ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 3 business days before cmapaign start
Button 2 120x60 N/A 20 KB 5 KB N/A N/A N/A 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
0 - 4,999 10% ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 3 business days before campaign start
Micro Bar 88x31 N/A 10 KB 5 KB N/A N/A N/A 24 fps 15 sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
0 - 4,999 10% ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 3 business days before campaign start
In-Page Video 300x250 180x150 160x600 728x90
300x600 120x60 88x31
N/A 40 KB 5 KB 1.25 MB 24 fps 15-sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
40% Contol = "Close X", Play, Pause, Rewind, Volume or Mute; Font = 8pt (11px) - 16pt (21px)
Label = "Advertisement" Font = 8pt (11px) - 16pt (21px)
M in 5 business days before campaign start
^Note: 300×250 ads only need to expand to 500×250^^Note: If Video is part of any other rich media uni ts , pol i te download fi le weight should adhere to In-Page Video Limit of 1.2 MB.
Expandable/ Retractable
300x250 180x150 160x600 300x600 120x60 88x31
600x250 600x150 600x600 600x600 600x60 600x31
40 KB 5 KB 80 KB 24 fps Anything up to 15-sec Expansion: 3-sec, if no user interaction & Up to 15-sec within expanded ad
User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
5,000 - 1,999,999
40% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = On Top or Right Edge of Original (nonexpanded/ expanded) unit Feature = Enable Mouse-Off Retraction
Label = "Advertisement" Font = 8pt (11px) - 16pt (21px)
M in 5 business days before campaign start
Pop Up or Pop Under
950x550 50 KB 5 KB 100 KB 10 MB 24 fps 15 sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
4,000,000 - 4,999,999
40% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = On Top or Right Edge
M in 5 business days before campaign start
^^Note: If Video is part of any other rich media uni ts , pol i te download fi le weight should adhere to In-Page Video Limit of 1.2 MB.
Floating 970x250 80 KB 5 KB 160 KB 1.5 MB 24 fps User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
2,000,000 - 2,999,999
40% Control = “Close X”Font = 8pt (11px) - 16pt (11px) Location = Fixed placement at the location of the first completely visible frame
Min 5 business days before campaign start
Between the Page 970x415 80 KB 5 KB 160 KB 24 fps 7 sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
N/A Unless the ad covers content on the page, then use range for overlays: 7,000,000+
40% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = On Top or Right Edge
M in 5 business days before campaign start
Push 850x700 50 KB 5 KB 100 KB 100 KB 24 fps User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
5,000 - 1,999,999
40% Control = “Close X” Font = 8pt (11px) - 16pt (21px) Location = On Top or Right Edge
M in 5 business days before campaign start
Filmstrip 300x600viewable window in which total ad s ize of
300x3000 scrol ls (5-300x600
segments)
N/A 100 KB 5 KB 100 KB 500 KB 100 KB 24 fps 15 sec for SWF30 sec
for video
User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
0 - 4,999 40% If video used, must provide toggles for play/pause and audio On/Off (audio defaults to "off")
ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders, etc.)
M in 5 days before campain start
Example: http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#2
Style Guide:http://www.iab.net/media/fi le/IAB_Fi lmstrip_Style_Guide_v3.pdf
Portrait 300x1050 with
modular specs for including apps
and branding
N/A 5 KB 24 fps User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
5000 - 1,999,999
40% See IAB Portrait Style Guide for details
See IAB Portrait Style Guide for details
M in 5 days before campaign start
The Ris ing Star Portra i t ad unit i s template for including modular apps and provides detai led specs for interactive element s tyles .
Style Guide:http://www.iab.net/media/fi le/IAB_300x1050_style_guide_v2.pdf
Example:http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#3
Slider width of publ isher page by height of
90pxActive ad content
in 950x90
950x550 behind s l ider
bar
50 KB for
s l ider bar
5 KB 100 KB for user-
initiated s l ider
content
10 MB after s l ider
content initiated
24 fps 30 sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
5000 - 1,999,999
20-30% after
initial fi le load
60% spike in
fi rst 5 sec acceptab
le
Click or rollover initiates slider content.Must contain "Close X" in top right corner of ad.Frequency cap of 1 per day (publisher decision)
none Min 5 days before campaign start
Include an 1x1 a l t image to track unsupported ad loads
Example:http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#6
Style Guide:http://www.iab.net/media/fi le/IAB_Sl ider_Specs_Final .pdf
Billboard N/A 970x250 50 KB 5 KB 1 MB 1.5 MB for SWF
10 MB for non-
YouTube served video
or 10 MB both
SWF/Video combined
Streaming not accepted
24 fps 30 sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
5000 - 1,999,999
40% Close X collapses ad 100% when click, with "show ad" button available that expands ad upon click.Video must include: progress bar, play/stop/pause, mute/unmuteVideo may also include: "Click to Play," "Click to Continue," "Replay" buttons
none Min 5 days before campaign start
Recommend 50 KB backup image whi le 1 MB pol i te load is in progress
Example:http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#1
Style Guide:http://www.iab.net/media/fi le/IAB_Bi l lboard_Style_Guide.pdf
Pushdown 970x90 970x415 60 KB 5 KB 150KB for Flash 1.5 M
for Video
1 MB for Flash 2.2 for
Video
unl imited 24 fps 20 sec User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
5000 - 1,999,999
40% close button on expanded pushdown, initiated by click. Uniitiated expand closes and collapsed ad provides expand button that can be initiated with a click
none Min 5 days before campaign start
Example:http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#4
Style Guide:http://www.iab.net/media/fi le/IAB_970x90_style_guide_v2.pdf
Sidekick 300x250 with
options for
300x600 and
970x250
850x700 50 KB 5 KB 100 KB 100 KB 24 fps 15 sec for SWF30 sec
for video
User Initiated (on click: mute/ un-mute) default state is muted
not to exceed 1/4 original (collapsed) size of ad.Only intiated when cursor rests on hotspot for at least 1 sec.must NOT intiate audio.
5000 - 1,999,999
20-30% after
initial fi le load
60% spike in
fi rst 5 sec acceptab
le
If video used, must provide toggles for play/pause and audio On/Off (audio defaults to "off")
none Min 5 days before campaign start
Example:http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit/ris ingstars#5
Style Guide:http://www.iab.net/media/fi le/IAB_Sidekick_Style_Guide.pdf
Guidelines last updated: 09/14/2011
Notes:
1. Guidelines have been established for self-regulation for companies who use Online Behavioral Advertising. http://www.aboutads.info/participants
Interactive Advertising Bureau - Display Advertising Creative Format Guidelines Quick Reference Guide
Uni
vers
al A
d Pa
ckag
e (U
AP)
Risi
ng S
tars
Stan
dard
Ad
Uni
tsRi
ch M
edia
Ad
Uni
ts
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RM Guidelines in Revision
Format Category
Format (WxH)
Max Initial
Load File Size
*
Add’l File
Weight (Polite
Download)
Flash Specifi
cs
Audio Initiati
on
Maximum
Animation
Length
Controls
Web Site Labeling & Other Items
In-Page Video Units
See IAB Ad Unit
Guidelines, for
example, 300x250 40 KB 1.2MB** 18 fps
User
Initiated
(on click)
Anything up
to 15
seconds
• Control =
“Close X”, Play,
Pause, Rewind,
Volume
• Font = 16 pt
• Label =
“Advertiseme
nt”
• Font = 16 pt
Expandable/ Retractable Units
User-initiated
Expandable Ads:
See IAB Ad Unit
Guidelines.
Landing Spots:
Maximum width of
2X the initial ad
size* 40 KB 80 KB 18 fps User
Initiated
(on click)
Anything up
to 15
seconds
• Control =
“Close X”
• Font = 16 pt
• Location = On
Edge of Original
(non-
expanded/ expan
ded) unit
• Feature =
Enable Mouse-Off
Retraction
• Label =
“Advertiseme
nt”
Font = 16 pt User-initiated
Retractable Ads:
Maximum width of
600 pixels.
Landing Spots: See
IAB Ad Unit
Guidelines
Expansion:
• 3 seconds,
if no user
interaction
• Up to 15
seconds
within ad
Pop-Up or Pop-Under Units
Pop-ups: 250x250;
300x250
40 KB 80 KB 18 fps User
Initiated
(on click)
Anything up
to 15
seconds
Provided by
Browser Window
See IAB Pop-
Up
Guidelines for
more details
Pop-up Large:
550x480
Pop-under:
720x300
Floating Units
Variable 80 KB 160 KB 18 fps
User
Initiated
(on click)
Floating:
• 10 seconds
max, if no
user
interaction
• Up to 15
seconds
within ad
• Control =
“Close X”
• Font = 16 pt
• Location =
Fixed placement
at the location of
the first
completely
visible frame
• Label =
“Advertiseme
nt”
• Font = 16 pt
Landing Spots for Not Applicable
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Global Implications• It’s a small (digital) world• Microsoft, Google/Doubleclick,
AOL, Mediamind/Unicast/Pointroll• UK, Germany, Mexico, Canada,
Australia…
• Do our major common members want global standards to include “creative friendly” RM formats?• If yes, are these a good place to start?
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We’re in Adoption Mode
Developed in 2010 Announced in February 2011 March-June 2011 “Build-out” In-market evaluation 2nd half 2011
Ecosystem adoption and consumer engagement data New IAB U.S. Standards named end 2011 (N.B. Mobile Rising Stars now ongoing!)