driving brand advertising across digital platforms karim attia, … · 2013. 6. 5. · 2...

Driving Brand Advertising Across Digital Platforms

Karim Attia, nugg.ad

2

#INTERACT13 ©IAB Europe 2013. All rights reserved.

Requirements for large scale Brand Advertising

Audiences AdFormats Metrics

Extensive Reach

3


Clash of Concepts

BRANDING

DIRECT-

MARKETING

TRADITIONAL DIGITAL

Actions,

Short-Term (ROI),

One-to-One,

CTR, CPO

Attitudes,

Mid/Long-Term (ROI),

One-to-Many,

GRPs, Reach & Frequency,

Perception, Awareness

Common Knowledge supported by Standardized Concepts

4


Our industry has to make the task of doing brand advertising on

digital platforms simple and trustworthy !

Therefore there is an urgent need for a consensus on how brand

advertising is managed in the digital environment !

The main problem is a lack of agreed standards. There is

inconsistency in how brand campaigns are offered, measured

and evaluated both between individual media owners and when

compared to other media.

5


Members of IAB Europe’s Brand

Advertising Committee

no

rwa

y

Chairman: Karim H. Attia (nugg.ad)

Vice-Chairman: Manfred Mareck (Publicitas)

6


“To provide Brand Advertisers

with a reliable and trusted Toolkit

for the converging Digital and traditional Media Environment

including the establishment of a Framework of common Standards

in terms of AdFormats, KPIs and Audiences

across Europe and compatible with Global initiatives.”

Mission Statement

7


Overall Scope

8


Bottom-Up Approach

Local Initatives,

Insights

& Results

Aggregated

Industry Knowledge

& Best Practice

Best-of-Local

National-Buy-In

9


Process Overview

Definition

of Scope

Data

gathering

Aggregate

&

Optimize

Feed-

back Publish

local local

BAC BAC BAC

IAB Europe - Brand Advertising Committee

Task Force

AdFormats

Pla

tfo

rm

11


AdFormats: Scope

PC

Tablet

mobile

Content Type

InPage InStream

12


Survey about the brand advertising formats landscape across Europe

• Scope: Rankings by usage and trends

• Participants: Local IABs, Publishing, Agency and Ad Serving companies in Europe

• Respondents: 230

• Fieldwork: 27.03.13 -15.05.13 (8 weeks)

AdFormats: Data Gathering

IAB Universal Ad Package

13


AdFormats: Key Learnings - Size Matters

Medium

Rectangle

300x250

Wid

e S

kyscra

pe

r

16

0x6

00

Leaderboard 728x90

Rectangle

180x150

HalfpageAd

300x600

Wallpaper728x90

Wa

llpa

pe

r

12

0x6

00

LayerAd

400x400

Billboard

970x250

14


AdFormats: Key Learnings – Dynamic Sizing

300x600

SideKick

970x250 50

0x3

00

400x400

Expandable

Rectangle

300x250

PushDownAd

970x415

970x90

Exp

an

da

ble

30

0x6

00

Skyscra

pe

r

16

0x6

00


Task Force

KPI & Metrics

16


KPIs & Metrics:

Overview on Company and Industry Initiatives

3MS

17


KPIs & Metrics:

Scope (Work-in-Progress)

Quality

Visibility

Clutter

Loyalty

Platform

Exposure

/ Currency

GRP

Effect

Attitudes

Awareness

Sympathy

Intent

Behavior

… …

Engagement

Conversion

Reach &

Frequency

…

• Measurement Standards

• Range of Data

• Organisational Principles

• Quality Control


Thank you

driving brand advertising across digital platforms karim attia, … · 2013. 6. 5. · 2...

Documents