360i Point of View on The IAB’s Rising Stars Ad Units

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Jun 24, 2012 (4 years and 9 months ago)

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©2011 360i LLC. All Rights Reserved.
Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011
Overview
According to eMarketer
and the IAB, marketers are spending only 5% to 7% of their measured media
budgets on online display. Although most brand advertisers have been slow to shift dollars, display
advertising isn’t dying. In fact, online display spending is projected
to grow faster than overall online
spending between 2011 and 2014. Even with these increases, growth isn’t nearly what it could be if
display advertising were more enticing.

In an effort to fuel online creativity and move more brand marketing dollars online, the Interactive
Advertising Bureau (IAB) announced its “Rising Stars” competition last fall to develop new ad formats
that would enhance the list of current IAB standard units.

Judged by a cross-disciplinary group of agency creative directors (including 360i), media executives, and
ad operations specialists, entries were sought from all corners of the marketing community including
creatives, technologists, publishers and marketers. A pool of 36 innovative entries were submitted from
more than two dozen companies and evaluated based on:

• Branding- How well the ad format provides a canvas for brand creativity
• User Experience- How the ad format positively impacts user experience
• Functionality- How the ad format takes advantage of online user behaviors and technologies
• Page Integration- How the ad format enhances the relationship between the ad and publisher
page layout
• Adoption- How easily the ad format can be widely adopted by publishers

Yesterday, the IAB announced the winners – and simultaneously removed many of its less popular ad
units. Now, 11 of the 18 standard sizes that weren’t commonly used have been retired, leaving seven
core standard units that currently represent 80% of total ad impressions. Six new Rising Stars ad
formats have been added to this roster, as follows:

Winner
New IAB Name
Microsoft Interactive Filmstrip IAB Filmstrip
AOL Project Devil IAB Portrait
Unicast Sidekick IAB Sidekick
Pictela Pushdown IAB Pushdown
Google/YouTube Masthead IAB Billboard
Genex Slider (produced by Unicast &
Mediamind)
IAB Slider

While many of the Rising Stars are available today, the IAB is employing a 90-day build-out period after
which all units will be available. The new formats will begin a trial period through the remainder of 2011
at which time the IAB will formally add some or all of them as permanent standards based on adoption
and feedback.







Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011

IAB Filmstrip
Size(s):
300x600 pixels visible in segments, totaling
300x3000 pixels of content


Description:
This interactive unit invites consumers to
explore five segments of content by scrolling,
clicking or hovering over the display ad.
Publishers can map the segments to a typical
purchase funnel (as defined in its style guide as
awareness, interest, desire, intent and loyalty),
sequencing the experience based on page
location or as the consumer browses through a
website.

Opportunity for Marketers:
The Filmstrip enables marketers to tell a brand
story that builds as consumers engage with the
ad and as they navigate through the website on
which the unit appears.
NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630


©2011 360i LLC. All Rights Reserved.










Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011

IAB Portrait
Size(s):
300x1050 or 400x1200 pixels


Description:
Based on the AOL “Project Devil” display ad,
this large unit has been designed to run
vertically adjacent to page content. The unit is
highly standardized with rigid specifications for
logo placement and content modules within the
ad’s real estate. The modules are specified from
top to bottom as follows:
• Header area for logo & copy
• Large module, which can include a photo
gallery, video, static image & 360-
degree views – among other specific
options
• Two smaller modules for “ad apps”
including video, couponing, mapping,
polling/quizzes, and Facebook & Twitter
feeds
• Footer for link copy

(For more on the Portrait, see 360i’s previous
blog post
about AOL’s Project Devil.)

Opportunity for Marketers:
This plug-and-play unit offers marketers an
easy template and tools to develop interactive
content-driven display ads. It also allows for a
new way to prioritize a branded experience
within the unit, starting with strong visuals at
the top and offering additional branded and
transactional content at the bottom.



NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630


©2011 360i LLC. All Rights Reserved.







Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011

IAB Sidekick
Size(s):
In-page (pre-expansion): 300x250 pixels
(additionally IAB 300x600 and IAB Billboard),
expanded: 850x700 pixels



Description:
This unit starts off as a more typical display ad
with an invite for consumers to click and
expand. As it widens, the aptly-named Sidekick
“kicks” the page content horizontally to the left
revealing a large interactive ad in the right
gutter. Not only does the page content remain
visible and fully interactive – upon closing, the
ad collapses and the page content is pushed
back to the right.

Opportunity for Marketers:
The Sidekick offers the rich content of a small
microsite or landing page all within the ad unit.
As the web page shifts to the right, consumer
focus is set squarely on the content. Like typical
rich media units, the ad offers increased file
size with each user interaction allowing
marketers to deliver a deeper experience to
those consumers who want it. Additionally,
users may be more willing to interact with the
unit since it offers a seemingly more polite
interruption than typical page takeovers.



NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630


©2011 360i LLC. All Rights Reserved.







Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011
IAB Pushdown
Size(s):
In-page (pre-expansion): 970x90 pixels,
expanded: 970x415 pixels



Description:
This unit starts off as a more classic strip ad,
although wider to fit current standard 970-wide
page widths. Upon rollover, the ad pushes page
content downward to reveal a larger unit with
standard areas for an image or video
thumbnails, as well as sharing and enlarge-to-
full-screen functionality. Since this unit pushes
down the page content rather than expanding
over it, it offers a less intrusive albeit more
typical expandable ad.

Opportunity for Marketers:
The Pushdown enables marketers to host a
variety of multimedia content within the ad,
employing standardized interactions for
selecting and viewing video, audio and images
– as well as tools for social sharing. The ability
to launch the content full screen allows
marketers to immerse consumers fully in the
multimedia content.



NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630


©2011 360i LLC. All Rights Reserved.







Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011
IAB Billboard
Size(s):
970x250 pixels



Description:
This ad offers a large marquee across the entire
page that is well-suited for video and other
interactive content. Submitted by Google and
YouTube, the Billboard differentiates itself as
the only ad unit that formally invites open-
source HTML5 in addition to typical Flash
formats. Users can close the unit, which causes
the ad to disappear as page content rises to fill
the void. A “show ad” link remains for
consumers who wish to re-expand the ad. In
addition, the unit can be coupled with the
Sidekick so that on click the page shifts to the
left – revealing larger, expanded content in the
right gutter.

Opportunity for Marketers:
The Billboard essentially offers a large,
prominently placed blank canvas allowing
marketers to tell their brand story however they
want – including re-purposing website content
and functionality built in HTML5.



NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630


©2011 360i LLC. All Rights Reserved.







Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011
IAB Slider
Size(s):
Pre-expansion: 950x90 pixels, expanded:
950x550



Description:
This floating display unit lives on top of the web
page, appearing as if it’s anchored to the
bottom of the web browser. The persistent unit
stays in view as consumers scroll down the
page, ensuring more consumers see its full
animation. The ad invites users to click, rollover
or “slide” the unit to the left (in a nod to
iPhone/iPad’s touch-screen carousel experience)
revealing a large interactive ad in the right
gutter – similar to the Sidekick but even larger
– which replaces the publisher page content.
The slider bar remains to enable retraction.
Clicking on the close button or back arrow will
slide content back to the right bringing the
publisher content back to full view.

Opportunity for Marketers:
Marketers will be able to communicate a
complete story from beginning to end with less
concern that consumers will only see one frame
before scrolling down the page. On expansion,
the anchored slider bar could be used as a
toolbar for navigating the larger slider content
area.



NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630


©2011 360i LLC. All Rights Reserved.







NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630


©2011 360i LLC. All Rights Reserved.
Integrated Solutions. Measurable Results.

360i Point of View on

The IAB’s Rising Stars Ad Units
March 1, 2011
Summary
The new IAB Rising Stars ad formats signal a first step in the evolution of display advertising. What
makes these units so unique?

• Size. Most of the ads are larger than current standard units.
• Interactivity. Most of the formats have standardized rich media expansion and have created
new ways for consumers to engage – including less intrusive approaches to ad expansion.
• Placement. Some of the units offer prominent placement inside and outside of a typical web
page.
• Data Integration. One unit, the IAB Portrait, provides a standardized API for integrating data
such as photo and video galleries, 3-D rotation and zooming, Facebook and Twitter feeds and
store-locator mapping.

To further spur adoption by brand marketers, some key opportunities to evolve the units during the
trial period still exist. For example, the industry should consider:

• Fully standardizing sizing so units become more plug-and-play. If all of the new units
standardized specific dimensions and file sizes where possible, then marketers could more
easily repurpose creative for different placements. For instance, the landscape units have
different widths – the IAB Slider is 950 pixels wide, while the IAB Billboard and IAB Pushdown
are 970 pixels wide. In addition, the expanded IAB Sidekick employs both different widths and
heights (850x700), versus the expanded IAB Slider (950x550).
• Embracing open standards and proprietary formats. Most units only support Flash and not
HTML5. HTML5 ad units are poised to grow in coming months and years.
• Expanding third-party measurement options. Some units do not allow third-party
measurement, which will prove important to brand marketers seeking richer engagement
metrics including interactions, time spent, likes, “saves,” prints and more.
• Offering API integration within all units. The IAB Portrait’s API, which enables marketers
to easily include interactive content, should be expanded to all units over time so that
marketers can easily create ads that include multimedia, shopping and sharing content.
Embedding social plug-ins within the unit for example, will become more prevalent in the
coming months (as forecasted in 360i’s recent “What’s Next 2011”
report).

Next Step
Contact your 360i strategic advisor for further information.

About 360i
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas
and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take
advantage of the new world of marketing communications – one where brands and consumers engage in interactive
and multi-directional conversations. In 2011, Ad Age named 360i to its prestigious Agency A-List. Current clients
include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and H&R Block, among others. For more information, please
visit blog.360i.com
or follow us on Twitter @360i
.