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Posts tagged with Iab

IAB research says tablets are perfect 'downtime' devices

Research from the Internet Advertising Bureau (IAB) launched today suggests that consumers see tablets as the perfect device for late evening use when in front of the TV.

The study from research company Sparkler in partnership with panel providers On Device Research, found that 51% of all tablet uses occurred in front of the TV. In fact, tablet owners are 50% more likely to use their tablet in this situation than their mobile (35%) or PC (33%).

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IAB says 52% of marketers aren't using lead generation effectively

More than half of marketers admit that they are not using lead generation effectively, according to new research from the Internet Advertising Bureau (IAB).

The IAB says that the lead generation sector grew by 20% in the first half of 2011, faster than the industry’s understanding of the discipline.

The survey polled 125 marketers from advertisers, agencies, networks and suppliers, and found that although the majority of respondents understand how lead generation can increase a customer base, 52% said they weren't using it in the most effective way.

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AOL succeeds, struggles with its new ad formats

A year ago, AOL was prepping plans to launch new ad formats. Its initiative, codenamed Project Devil, was designed to provide ads that are more eye-catching and engaging than 'normal' ads.

As we detailed at the time, the ads would be up to four times larger and "be enabled with new functionality, with room for a photo gallery, a video, coupons, Facebook or Twitter updates or maps".

Project Devil was seen as crucial to AOL, which had been seeing significant double-digit declines in ad revenue. If AOL CEO Tim Armstrong was going to turn the company around, it seemed that the new initiative's success would be crucial.

Last week, however, we learned that AOL's new ad formats aren't finding as much tracking as hoped.

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The IAB's guiding principles of digital measurement

As wonderful as the internet is for marketers, the digital media landscape is still very challenging.

From a lack of standards to metrics that don't really seem to provide much in the way of insight, marketers often have to balance the power of the internet with the flaws present in marketing.

But the IAB doesn't think it has to be that way. It recently collaborated with Bain & Company and MediaLink LLC to develop Making Measurement Make Sense, "an ecosystem-wide initiative" that seeks to improve digital media measurement.

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Can new IAB-sanctioned ad formats lure brand dollars?

Incredible as it may seem, it’s been 10 years since the Interactive Advertising Bureau updated its standard advertising units. Six new formats selected in a “Rising Stars” competition will be officially sanctioned by the IAB if they gain sufficient market traction in the next six months.

The formats were chosen in large part for their brand-friendly canvases, rich-media functionality, and the control they give to consumers to engage without leaving the page they are on. Marketplace success will depend on how many publishers adopt the units to give them true scale. Whether these units alone can successfully unleash pent-up demand to pull in more brand dollars and stave off the commoditization of CPM rates is anyone’s guess, but getting the seal of approval from the IAB is an important first hurdle to clear.

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IAB: Best year ever for digital advertising?

Will 2010 be the best year ever for interactive advertising? If the numbers released today by the IAB in conjunction with PwC for he first half of the year are any indication, this year is one for the record books.

For the first half of the year, US internet ad revenues totalled $12.1B, the best recorded number ever for the period, reflecting 11.3% growth over the same period last year.

Q2 was even rosier when broken out. Revenues of $6.2B reflect the second-highest quarterly results ever, and a near 14% increase over Q2 2009.

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Q&A: Wenda Harris Millard

wenda harris millardWenda Harris Millard is an icon in digital advertising and media. As co-chairman of Martha Stewart Living Omnimedia, and before that chief sales officer at Yahoo, not to mention chair of the IAB, she's long been as out there as she has been outspoken - a passionate advocate for the industry.

In April of 2009, Millard became president of advisory firm MediaLink. Her role is less public, but no less hard-hitting, overseeing a potfolio of Fortune 50 clients such as Microsoft, AT&T, Unilever, Home Depot, Disney, Viacom, Fox Television, Comcast, Bain, GM, Sony, GE, NBC, GlaxoSmithKline and CBS.

We caught up with her to learn more about her latest role, and to hear her always-trenchant thoughts on media and marketing.

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Are standardized formats killing display advertising's chances online?

At Internet Week in New York, the current state of display advertising is a popular topic. A common refrain is that display advertising has yet to reach its potential. But at IAB Innovation Days, Robert Bowman took at shot at an initiative that his host has played a large part in achieving: ad standardization.

According to MLB.com's CEO, standardization is a big reason display advertising is flailing.

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Why are marketers neutral on net neutrality?

It seems all anyone's talking about in terms of online policy these days is Facebook's privacy kerfluffle. Which is kind of a big deal, but small potatoes, really, when compared to the really big, burning, important issue of the day: net neutrality.

This critical issue may not be at the forefront of news, opinion columns and debate in the media, but the fact that digital marketers and e-commerce providers are ignoring it is as baffling as it is inexcusable. The major broadband providers: Comcast, Verizon, AT&T and Time Warner want to tax content providers. They want to determine what sites their subscribers can access, and how quickly - giving priority, of course, to their own products and services.

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IAB & NAI propose tech specs for consumer disclosure on behavioral

The message from Washington to the online ad industry has been ringing loud and clear: regulate yourselves before we have to do it for you. Taking another step in that direction, industry groups the IAB and the NAI released the CLEAR (Control Links for Education and Advertising Responsibly) Ad Notice Technical Specifications, a set of common technical standards that would enable enhanced notice in online ads. These specifications would allow advertisers and ad networks to provide a clickable icon in or near online ads directing users to additional information about behavioral advertising, including an opt-out option.

CLEAR ad

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Forecast: Digital growth doesn't have to come at the expense of offline advertising

According to forecasters, digital advertising is poised to lead a rebound in the larger ad market. Revenue increases in the fourth quarter of 2009 are expected to continue. And according to the IAB, television advertisers shouldn't be concerned that the growth in digital will come at their expense.

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IAB: Brands need to own their media

At the IAB Social Media Marketplace in New York this week, marketers were given a reminder by KickApps CEO Alex Blum:

"Not all social media inventory is created equal."

And while social media is often seen as a cost free marketing channel, that old maxim that you get out what you put in certainly applies. But more than simply putting effort into a social media strategy, success can often be gauged by where and when it is executed. Which is why many speakers at the event were proponents of owned media. And knowing what to do with it.

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