IAB Rising Stars Ad Units: Next Steps

  |  March 3, 2011   |  Comments

Will publishers adopt them? Will consumers like them?

Now that the Interactive Advertising Bureau has identified six promising new ad units, the tough part begins: getting publishers and advertisers to adopt the formats and evaluate results.

The IAB will establish a compliance program to ensure that advertisers and publishers follow specifications for the formats, said Peter Minnium, who led the IAB's Rising Stars initiative.

One of the new formats is Google/YouTube's masthead, now called the billboard, that runs the full width of a page; it includes a "close" button if a website visitors doesn't want to see the ad. "That's the reason why it became a rising star. Creative people said it's cool because it has a close button," Minnium said. Without the "close" button, the IAB would not sanction the ad.

While Steve Robinson, CEO of Panache, an ad fulfillment software developer, applauded the initiative, he pointed out obstacles to adoption.

"The question becomes, how will publishers adopt and execute… It's very challenging to introduce formats into even a single site due to the complexity and high level of effort for ad operations and engineering," he said. "For the industry to embrace these formats, we have to make execution easier." And in a plug for his company, he said, that includes streamlining ad fulfillment.

An executive from one company, who asked not to be identified, said he was disappointed the new ad units did not feature formats that work with Twitter, Facebook, or other social platforms.

In response, Minnium said the goal of the Rising Stars program is to develop a range of options for brand advertisers. What's more, the six formats feature interactive elements to encourage user engagement. "Nothing happens in any of the units unless the consumer is in control," he said.

In the coming six months, the IAB will evaluate response to the new units. It will then decide whether to make one or more an IAB standard – which would likely lead to even greater adoption.

Rising Stars was launched six month ago to re-invigorate online display advertising, making it more attractive to brand advertisers. The IAB sought submissions from ad technology companies and ad agencies, and then asked ad operations and ad agency executives to evaluate the formats. The IAB received 36 submissions from 24 companies.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Anna Maria Virzi

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...