iab interactive ad_iq_survey_presentation_final

2011 Interactive Ad IQ SurveyIAB Annual Leadership MeetingTuesday, March 1, 2011

Purpose of the Interactive Ad IQ Survey

Are we demonstrating and Interactive advertising

l tf d

garticulating the value of new ad platforms so that buyers feel comfortable buying?platforms and

technologies have advanced faster

feel comfortable buying?

Do we have an effective than our knowledge and skills.

method for identifying qualified talent and maintaining important and skills. maintaining important interactive advertising skills?

IAB 2011 Interactive Ad IQ Survey Results1!@#

Focus on articulating value of advertising platforms

75% of respondents

How comfortable are you ti l ti th l f

75% said that buyingand selling within

social media and mobileplatforms is importantarticulating the value of … platforms is important.

of these respondents were 1/4 not comfortablearticulating the value.1/4


Focus on articulating value of advertising platforms

How comfortable are you articulating the value of …

Search Exchanges/DSPs Online Video

articulating the value of …

34% 34%g

19%of publishers expressed discomfort.

of marketers and agencies expressed discomfort.

of all respondents expressed discomfort.

50%important

85%important


Key gaps in industry knowledge and skills35%

able

Yield Privacy standards

com

fort

a

30%

Discrepancy

Yield management

standards

Performance metrics

Not

p ymanagement

Voluntary t d d

Inventory optimization

25%

standards

0%…


Important50% 60% 70%…0%

Using performance data

40%

Using performance data63% said this is important.

30%

35%

40%

20%

25%

fort

able

10%

15%

Not

com

f

0%

5%

Offline data suppliers Client sales data Ad effectiveness Server-side Syndicated audience


studies web analytics measurement

Managing yield and optimizing inventory

Managing inventory yield56% said this is important.

Optimizing inventory64% said this is important.

30%

35%

40%

27%

28%

le le

20%

25%

30%

25%

26%

com

fort

ab

com

fort

ab

10%

15%

22%

23%

24%

Not

Not

0%

5%

Using yield management tools

Operationalizingyield management

practices

21%

22%

Optimizing content

Optimizing price

Using website analytics


practices

Complying with standards

Voluntary IAB ad standards and guidelines61% said these are important.

Privacy principles64% said these are important.

40%

45%

50%

30%

35%

40%

lele

23% role in compliance

20%

25%

30%

35%

15%

20%

25%

com

fort

ab

com

fort

ab

5%

10%

15%

20%

5%

10%

15%

Not

Not

0%VPAID

(video player ad interface definitions)

VAST(video ad

survey template)

Network and exchange QA

guidelines

0%CLEAR ad notice Self–regulatory

principles foronline behavioral

advertising


definitions) template) advertising

Managing constraints and clearing discrepancies

35%

25%

30%

ble

15%

20%

Sell-side

Buy-side com

fort

ab

5%

10%Not

0%Managing

constraintsComparing

census to samplesResolving

discrepancies


There were 642 respondents

Research, other13% C-level

executive (CXO) 1 3

Less than 1 year 14%

Publishers60%

Marketers, agencies

27%

(CXO)11%

Vice president

24%

Manageror staff

32%

1–3 years 15%

3–5 years

More than 10 years 28%

Director33%

22%5–10 years 31%

E titi Titl R l E i

31% 50–250 employees

19% 1,001–9,999 employees

Entities Title or Role Experience

13% 1–49 employees

19% 251–1,000 employees

17% 10,000+ employees


1 49 employees 251 1,000 employees 10,000 employees

Respondents want training

Approx. Staff/Mgr.More than65%say there are not CXO

VP

Director

60%More than

enough trainingoptions. 40% 50% 60% 70%

CXO60%want more

l

VP

Director

Staff/Mgr.training for

themselves 55%Only

45% 50% 55% 60% 65%

CXOor their colleagues.

have enough time for training.


IAB’s commitment

Improve industry skills:Develop training

Priority 1

Improve industry skills:► Performance metrics► Inventory optimization► Yield management► Voluntary ad standards

p gBetter articulate the value:► Social media► Mobile► Video ► Voluntary ad standards

► Privacy standards► Discrepancy resolution

► Video► Search (sell-side)► Exchanges/DSPs (buy-side)

Establish industry knowledge certifications

► Determine how certifications can help hiring managers Priority 2 p g gidentify and qualify candidates for certain roles

► Design certification offerings to accompany key training programs

Priority 2


How did your company stack up? For details …

Learn more about the survey at:

iab.net/AdIQGet in touch with Michael Theodore [email protected] for more information.• To get a customized briefingTo get a customized briefing• To learn how to get your people trained• To have more of your team test their skills

with the Interactive AdIQ Survey

Scan the code with a mobile device.


Don’t have a scanner? Go to get.neoreader.com to download a free scanner.

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1103 1234749 LA1103-1234749 LA

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iab interactive ad_iq_survey_presentation_final

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