Mobile Rising Stars Joe Laszlo Senior Director, IAB (US) Mobile Marketing Center of Excellence IAB US Mobile Marketing Center
Nov 01, 2014
Mobile Rising Stars Joe Laszlo
Senior Director, IAB (US)
Mobile Marketing Center of Excellence
IAB US Mobile Marketing Center
Perceived Value of Mobile Advertising
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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
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Adhesion Banner
The Mobile Rising Stars
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Mobile Rising Stars
Pull Full Page Flex
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IAB Mobile Filmstrip Mobile Rising Stars
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IAB Mobile Adhesion Banner Mobile Rising Stars
IAB Mobile Slider Mobile Rising Stars
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Slide Banner To Close AD
Slide Banner To show AD*
Back Slide
* Alternate Top Banner Position
IAB Mobile Pull Mobile Rising Stars
or
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=
Pull
Pull
IAB Mobile Full Page Flex Mobile Rising Stars
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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