Interactive Advertising Bureau seeks proposals to advance brand advertising, as Seth Godin spreads his own ad message.
The Interactive Advertising Bureau has called on advertisers, publishers, and others to advance ideas for new ad units.
Proposals will be accepted through Nov. 15 in the IAB competition.
"Let's make 2011 the year of digital branding in our industry," said IAB CEO Randall Rothenberg at IAB's MIXX conference during Advertising Week in New York City. Currently, seven of IAB's ad units represent about 80 percent of all online ads in the United States, Rothenberg said.
"It is critical that we fashion an environment where both the art and science of advertising can flourish and deliver engaging experiences that resonate with consumers and build brands," Rothenberg said in a prepared statement.
Agency creative directors, media executives, and ad operations specialists will judge the entries. Plans call for "rising star" ad units to be evaluated in-market during 2011. New IAB standard ad units will be named by the end of 2011.
During a keynote speech, marketing guru Seth Godin said advertising is no longer about blasting the most messages to the most people. Instead, he said: "Ideas that spread, win."
Waving what appeared to be an iPhone, Godin said: "No one bought this phone because it's a good phone. Everyone got it because it's a badge that you're on this team, not that team."
"Marketing management is now tribal leadership. It needs to be renamed, re-measured," he said. The job of CMO, he said, today stands for "chief movement officer" and not chief marketing officer.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT