Posted by Mark Blei in : Uncategorized , The Interactive Advertising Bureau Thursday announced a broad set of initiatives aimed at streamlining online media buying and ad-serving. The centerpiece of these efforts is the creation of a common platform to automate the transfer of business order information between ad agencies and Web publishers.
Other projects unveiled at the IAB’s Ad Operations Summit in New York include a system for resolving ad-impression discrepancies early in a campaign, a best practices guide for managing the online advertising workflow and a new standard for Web video advertising.
“It is time to begin the critical work of adopting these standards and practices across the digital ecosystem and I encourage all stakeholders in the industry to take the necessary steps toward implementation so we can accelerate our trajectory of growth as an industry,” said Jeremy Fain, vice president of the IAB
READ THE REST —->MediaPost Publications – IAB Aims To Streamline Online Media Buying, Ad Serving – 10/31/2008
Posted by Mark Blei in : Uncategorized , The Interactive Advertising Bureau continues to push for an industry self-regulatory body to police consumer online privacy, but it’s unlikely that the entity would actually be housed within the IAB, Mike Zaneis, vice president, Public Policy of the IAB said at the conclusion of OMMA Global’s “Bad Science” panel. If the industry fails, regulators will pass new public policy forcing it to, a top federal regulator warned. “The IAB takes the self-regulatory program very seriously,” Zaneis said, adding that conversations continue with various other trade organizations–presumably alluding to the American Association of Advertising Agencies and the Association of National Advertisers.
“You need everybody sitting at the table–advertisers, agencies, others,” he said, adding: “I don’t have an announcement today, but we continue to move along in the discussions.”
Zaneis said the IAB “probably is not the right organization” to actually administer the program, and that it would be better to have it affiliated with an entity that has “a connection to law enforcement.”
The current debate mirrors a similar, now-defunct debate of the late 1990s concerning “online profiling,” said Eileen Harrington, deputy director of the Bureau of Consumer Protection, Federal Trade Commission. The “big difference,” she added, is, well, “everything.”
READ THE REST OF THIS GREAT MEDIAPOST ARTICLE BY CLICKING HERE
Posted by Mark Blei in : Uncategorized , IAB Introduces Online Video Ad Guidelines
The IAB’s new guidelines cover three basic forms of online video ad formats.
May 5, 2008
-By Mike Shields
The Interactive Advertising Bureau introduced a set of guidelines on Monday (May 5) aimed at bringing more standards to online video advertising–and ultimately to make the still burgeoning medium easier for advertisers to buy.
The new guidelines cover three basic forms of online video ad formats: linear ads–interruptive video spots which are typically of the pre-roll variety, non-linear ads–which include the increasingly popular ‘overlay’ ad units, and companion ads–banner-like ads that appear alongside video as it plays on the Web.
The guidelines are the product of work conducted by the IAB’s Digital Video Committee, which is composed of 145 leading media companies, including Google, Yahoo and Microsoft, among others. In announcing the guidelines, IAB officials did not shy away from placing significance on the industry cooperation achieved in creating the guidelines and the impact they will have.
“This is a historic day,” said IAB president and CEO Randall Rothenberg, likening the announcement to a similar set of landmark guidelines put in place for banner advertising in the late 1990s. David Doty, the IAB’s senior vp, thought leadership and marketing, predicted “seismic shifts” would occur in the online ad business as a result of their adoption.
The new guidelines, which are viewed by IAB members as suggestions rather than rules, cover everything from how long pre-roll spots should be (no longer than 30-seconds) to specific file sizes, color depths and bit rates for various placements. The guidelines also look to enforce standards of consumer control for video ads–as the IAB urges publishers and advertisers to make most video ads user-initiated with options to stop and start video play on-demand.
But it’s the potential for standardization of video creative formats that has many in the industry excited about the guidelines, based on comments made during a panel discussion held during Monday’s IAB Leadership Forum at The Roosevelt Hotel in New York. When different sites and ad networks require unique creative specifics for video, “that hits our production budgets several different times,” said Deva Bronson, digital media manager, KFC. That sort of dynamic makes it tough to recommend running an online video campaign on a wide range of sites, she added.
Adam Shlachter, senior partner, group director, MEC Interaction, concurred, adding that agencies often need to weigh the tradeoffs between the expected impact of adding more video sites to a buy with the associated trafficking and production labor. Sometimes, those factors make it harder to justify online video to clients. “It’s really difficult,” he said. “Especially because it’s so nascent.”
Picked this up off a new site for me called Game guru- You might want to check it outs
“The Video Game Interactive Advertising Platform Status Report
” provides a detailed overview of the current state of advertising in and around video games. Developed by the IAB Games Committee, the report outlines the myriad opportunities for advertisers to reach and engage consumers in the highly immersive environment of video games.
“The growing number of video game players across multiple demographics coupled with the intrinsically engaging gaming environment offers a unique opportunity for marketers to deliver brand messages to consumers at a moment when they are most involved and attentive,” said Dave Madden, EVP Sales, Marketing and Business Development at WildTangent and Chair of the IAB Games Committee. “This report educates the industry on how to best leverage this fast-growing platform.
About the IAB Games Committee:
The IAB Games Committee works to support and expand the use of marketing in conjunction with video games by agencies and marketers. The committee will recommend solutions, standards and educational tools as needed and will deliver these objectives through industry research, case studies and/or stakeholder education.
Games Committee Member Companies:
Advanstar Communications, Inc.
Advertising.com
Agency.com
Akamai
AOL
Atlas Solutions
AtomShockwave Corp.
CNET Networks, Inc.
Comcast Corporation
comScore
Deloitte & Touche, LLP
Double Fusion, Inc.
Dynamic Logic
Exent Technologies Ltd.
Eyeblaster
Google, Inc.
IGA Partners Worldwide
IGN Entertainment
Ignited
Internet Broadcasting Systems
Leapfrog Online | M:Metrics
Massive Incorporated
MSN (Microsoft Digital Advertising Solutions)
PerfSpot.com
PointRoll
Range Online Media, Inc.
RealNetworks, Inc.
Skyworks Technologies
The AMC Group
Traffic Marketplace
True North, Inc.
UGO
Univision Online
Viewpoint
Vizi
WeatherBug
WildTangent
World Wrestling Entertainment, Inc.
Zango
Ziff Davis Media, Inc |
Posted by Mark Blei in : Uncategorized , IAB to Standardize Web Video…
IAB to Standardize Web Video
The Internet Advertising Bureau is developing a standard metric to use for measuring web video, reports TVWeek.
The move comes as the agency seeks to provide a common currency for a format that, to date, features a hodgepodge of different players trying a plethora of different marketing options. The conversation comes amid a flurry of claims by major distribution outlets of how many hundreds of thousands of streams they’ve delivered. It also comes as more and more monetization plans pop up, seemingly every day.
Standardized methods of determining audience figures could help tap even deeper into advertising budgets. Online video is already expected to garner $1.31 billion in ad revenue this year, a number that is likely to go no other direction than up in the near term.
One point of contention when it comes to counting streams is that a longer TV show delivered online may be broken into four or five seperate streams to make for more efficient delivery. But that boosts the number of streams a network can claim it’s delivered, which some see as artificial since, theoretically, only one viewer is being served.
Posted by Mark Blei in : Uncategorized , IAB Forms Central Ad Spec Hub…
IAB Forms Central Ad Spec Hub
With increased efficiency comes
a bit of bureaucracy
The Interactive Advertising Bureau has created a one-stop hub for online advertising specifications, reports MediaPost.
The database will enable interactive marketers to make more efficient buys by comparing specs from 88 publishers. Participating publishers have been asked to update the database within 72 hours of making a change to their ad unit specs.
Posted by Mark Blei in : Uncategorized , Europe Online Ad Spend Nearly $11B in 2006…
Europe Online Ad Spend Nearly $11B in 2006
Online advertising spending in Europe reached 8 billion euros ($10.8 billion) in 2006, up from 4.6 billion euros in 2005, according to figures released Monday by the Interactive Advertising Bureau (Europe), writes MarketingCharts.
The UK led the 13 countries covered by the IAB’s report, accounting for 39 percent of total online ad spend with 3.1 billion euros. Germany (1.7 billion euros) is second with 22 percent; France (1.1 billion euros) is third with 15 percent; followed by the Netherlands with 7 percent.
Search accounted for 45 percent of all online ad spending in Europe, followed by display ads at 31 percent; classifieds, 22 percent; and email, 1.6 percent.
Online’s share of total ad expenditures exceeded 10 percent in three European countries: the UK, the Netherlands and Denmark.
Advertisers spent an average of 82.46 euros for each U.K. web user in 2006, compared with roughly 60 euros for U.S. web users – and more than double the 39 euro average for all 13 EU countries measured by the study.
Posted by Mark Blei in : Uncategorized , | IAB: Online Ads Soar 35% in 2006, To $16.9 Billion |
| by Gavin O’Malley, Thursday, May 24, 2007 6:00 AM ET |
| BRANDED DISPLAY ADS AND SEARCH placements helped the online ad industry post its best year ever in 2006, according to numbers released Wednesday by the Internet Advertising Bureau and PricewaterhouseCoopers. Overall, revenue increased 35% last year to $16.9 billion–due in large part to record fourth-quarter revenue of $4.8 billion. Both search revenue and display revenue climbed 31% year-over-year, to $6.8 billion and $5.4 billion, respectively. Search accounted for 40% of last year’s revenues, slightly lower than the 41% it commanded in 2005. Display advertising, classifieds and referrals accounted for 32%, 18% and 8% of last year’s full revenues, respectively. “The ability for these marketers to achieve both performance-based and branding objectives with interactive advertising is the foundation for this exceptional growth,” explained David Silverman, partner, Assurance, PricewaterhouseCoopers. Consumer-related advertisers accounted for the largest revenue category at 52%–up from 51% in 2005. Financial services, the second-largest category, accounted for 16%, followed by computing advertisers with a 10% share. Within the consumer category, the biggest sub-categories were retail, with a 47% share; automotive with 22%; and leisure with 13%. The industry remained highly concentrated among the top 10 sellers, which accounted for 69% of revenue last year. Still, this was less than the 72% that top sellers controlled in 2005. The IAB expects last year’s growth to continue apace, according to Randall Rothenberg, president and CEO of the bureau. “We have every confidence that this growth trend will continue as marketers allocate more of their total marketing dollars to interactive and the industry delivers effective and innovative platforms for connecting with consumers,” Rothenberg said Wednesday. Search, display, classifieds and lead-generation all will continue to grow at a healthy rate, with an increase in both performance-based and CPM, or impression-based pricing, the IAB said. In addition, consumer advertisers will continue to represent the largest category of Internet ad spending. ADVERTISING FORMATS | 2006 (Ttl =$16,879) | 2005 (Ttl = $12,542M) | Type of Advertising | $ | % share of market | $ | % share of market | Display Advertising | 3,685 | 22% | 2,508 | 20% | Sponsorship | 496 | 3% | 627 | 5% | Slotting Fees | 0 | 0% | 125 | 1% | Rich Media (including Broadband Video) | 1,192 | 7% | 1,004 | 8% | All Display | 5,373 | 32% | 4,264 | 34% | Keyword Search | 6,799 | 40% | 5,142 | 41% | Classifieds | 3,059 | 18% | 2,132 | 17% | E-mail | 338 | 2% | 251 | 2% | Lead Generation* | 1,310 | 8% | 753 | 6% | TOTALS: | 16,879 | 100% | 12,542 | 100% |
INDUSTRY CONCENTRATION | | | | FY 2006 | FY 2005 | Top 10 | 69% ($11,647) | 72% ($9,030) | Top 25 | 82% ($13,841) | 86% ($10,786) | Top 50 | 92% ($15,529) | 95% ($11,915) | | | | |
PRICING MODELS | | | | FY 2006 | FY 2005 | CPM or Impression | 48% ($8,102) | 46% ($5,769) | Performance Deals | 47% ($7,933) | 41% ($5,142) | Hybrid | 5% ($844) | 13% ($1,630) |
Source: PricewaterhouseCoopers/Interactive Advertising Bureau Get the full report here.
| Gavin O’Malley can be reached at gavin@mediapost.com |
|
Posted by Mark Blei in : Uncategorized , IAB/PwC: Record Internet Ad Revenues for Q4 and Full-Year 2006…
IAB/PwC: Record Internet Ad Revenues for Q4 and Full-Year 2006
U.S. Internet advertising revenues continue to spiral, totaling $16.9 billion in 2006 – a new annual record – and growing 35 percent from 2005, according to the Internet Advertising Revenue Report released today by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC), MarketingCharts reports.
Moreover, in the fourth quarter of 2006, revenues totaled $4.8 billion – a new quarterly record – and a 35% increase over the fourth quarter of 2005.
Consumer advertisers still constitute the largest category of Internet ad spending. Search, display, classifieds and lead generation all continue to grow at a healthy rate, with an increase in both performance-based and CPM (impression-based) pricing, according to the report.
(MarketingCharts provides more data in its write-up.)
“Interactive advertising revenues continue to show solid growth as advertisers and agencies recognize that it is a medium that can uniquely affect consumer behavior from product awareness, to purchase intent, to actual purchase and then brand loyalty,” said Randall Rothenberg, President and CEO of the IAB.
“We have every confidence that this growth trend will continue as marketers allocate more of their total marketing dollars to interactive and the industry delivers effective and innovative platforms for connecting with consumers.”
Web Metrics Meeting Heats Up
Nielsen, comScore to meet over urges of audits, accreditation.
May 15, 2007
By Tomio Geron
Major web measurement firms are preparing for a meeting tomorrow to try to hash out an agreement amid a growing push for third party audits of such companies as comScore and Nielsen/NetRatings.
The Internet Advertising Bureau set off the latest round of the web metrics debate with an April 20 open letter to comScore and Nielsen demanding they open themselves to external audits in order to more accurately measure web traffic.
The IAB, which represents media companies that spend 86 percent of United States interactive ad dollars, wants comScore and Nielsen to be audited or accredited or both by the Media Ratings Council, an independent media auditor.
comScore and Nielsen subsequently agreed to a meeting with the IAB and others to try to come to terms.
Then last week, three major advertising industry groups–the American Association of Advertising Agencies, the Association of National Advertisers, and The Advertising Research Foundation–turned up the heat by issuing their own letter in support of the IAB.
“In a world of accountability and metrics this would bring greater confidence in the delivery to consumers. We feel this is an important and necessary step,” said Bob Liodice, CEO of the ANA, which represents 400 companies with 9,000 brands.
Mr. Liodice expects comScore and Nielsen to agree to the audits. “I would be stunned if there were an issue in this process moving forward,” he said.
But the argument for more accurate web traffic numbers has been going on seemingly as long as there has been an Internet. Web sites have long questioned not only the wide discrepancies between comScore and Nielsen measurement of the exact same sites, but also the difference between those numbers and their own traffic data they have obtained directly from their web servers.
comScore and Nielsen track traffic based on a sampling of panels of volunteers, while the IAB favors a census method of counting every web visitor.
Sheryl Draizen, IAB senior vice president, said her company has had “good conversations” with comScore and Nielsen leading up to the meeting tomorrow.
“We’ve built an agenda (for the meeting) around our objectives,” Ms. Draizen said. “We’re encouraged they’re getting involved with us and coming to the table.”
A spokesman for comScore declined to comment and Nielsen did not respond to requests for comment.
The call for transparency is an industrywide appeal from advertisers, ad agencies, publishers, and media companies, Ms. Draizen said.
“We’ve just gotten to the point where spending in interactive has increased exponentially, so we need transparency on the numbers because it’s becoming more and more important to insure marketers’ confidence in the medium,” Ms. Draizen said.
