Driving Brand Advertising Across Digital Platforms Karim Attia, … · 2013. 6. 5. · 2...
Transcript of Driving Brand Advertising Across Digital Platforms Karim Attia, … · 2013. 6. 5. · 2...
Driving Brand Advertising Across Digital Platforms
Karim Attia, nugg.ad
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#INTERACT13 ©IAB Europe 2013. All rights reserved.
Requirements for large scale Brand Advertising
Audiences AdFormats Metrics
Extensive Reach
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#INTERACT13 ©IAB Europe 2013. All rights reserved.
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
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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.
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#INTERACT13 ©IAB Europe 2013. All rights reserved.
Members of IAB Europe’s Brand
Advertising Committee
no
rwa
y
Chairman: Karim H. Attia (nugg.ad)
Vice-Chairman: Manfred Mareck (Publicitas)
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#INTERACT13 ©IAB Europe 2013. All rights reserved.
“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
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Overall Scope
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Bottom-Up Approach
Local Initatives,
Insights
& Results
Aggregated
Industry Knowledge
& Best Practice
Best-of-Local
National-Buy-In
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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
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AdFormats: Scope
PC
Tablet
mobile
Content Type
InPage InStream
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#INTERACT13 ©IAB Europe 2013. All rights reserved.
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
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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
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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
IAB Europe - Brand Advertising Committee
Task Force
KPI & Metrics
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KPIs & Metrics:
Overview on Company and Industry Initiatives
3MS
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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
IAB Europe - Brand Advertising Committee
Thank you