Week 5: Interactive Advertising Bureau (IAB)

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Ad Formats:
Display ads,buttons, skyscrapers,and other interactive formats occupy designated space for rent on Web pages. This is similar to the print advertising model used by magazines and newspapers, except on the Net there are video and audio capabilities in that few square inches of space. Note that “Display ads” has been adopted by the Interactive Advertising Bureau as the overall category for all ads of this type, replacing the term “banner ads.” Buttons are square or round and other display ads are rectangular. Some observers thought that the industry would eventually standardize online ad sizes, as in traditional media, to smooth the way for Web sites selling space and agencies designing ads.Rich Media Ads are interactive and offer click through ads that redirect the customer to the advertiser’s web site. Some ads may incorporate moving ad boxes, built-in games, drop down menus, check boxes or search engines to encourage customer engagement. Highly interactive ads may require more bandwidth forcing advertisers to reduce the time to load. Contextual Ads are servers that maintain an inventory of ads from clients. The ads displayed from a search engine will be limited to the partners or clients of that search engine. This allows marketers to target micro-segments and target shoppers on a more individualized basis. However, it does not reach the same number of potential customers as general search engine results would produce.

Mobile Rising Stars:
The mobile aspect of advertising is already one of the fastest-growing media channels and must be prioritized it if want to reach consumers on their own terms. In the past five years alone, mobile has gone from an emerging trend to the new normal. Nearly two-thirds of Americans own smartphones and that number seems likely to only rise in the next year. In fact, mobile was the fastest-growing digital channel in the Interactive Advertising Bureau’s (IAB) mid-year report the medium is expected to continue its upward trajectory in the coming years. 

Effectiveness of Ads:
It can always be debated which marketing communication tool is most effective as each serves a different purpose and its success depends on various factors including the product/service in question. But I believe advertising is the most effective as it directly communicates about the brand, product. It is a traditional form of marketing tool and very effective. It also depends on how one uses it. For example, YouTube has some mandatory ads, some small 5 sec ads and some ads which can be skipped running before our intended content video streams (These ads are not forced upon all videos, but mostly on the ones which have higher number of views). This forces the user to at least acknowledge the ad.


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