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.
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