Understanding the New IAB MMA Mobile Web Ad Measurement Guidelines

In February 2011 the IAB and the MMA jointly released their mobile web advertising measurement guidelines, establishing standard definitions and methodology for counting ad impressions on the mobile Web. This is a great step forward for the mobile advertising industry, as the guidelines will help create more confidence in the metrics that make the market run.

This Webinar, including speakers from the MMA, IAB, and Media Rating Council (MRC), will explain what the guidelines include and provide you with an opportunity to ask questions. We will also feature a brief roundtable discussion with a group of auditors, who will explain the process and procedures behind third party audits against these guidelines.

IAB - MMA Mobile Web Ad Measurement Guidelines Webinar

Navigating the Cross-Section of Consumer Insights, Sentiment, & Online Behavior – an IAB webinar hosted by SAS and Organic

Consumer awareness has been successfully measured for many years with traditional methods, such as surveys, panel studies or focus groups. Pulte Group, a leading business-to-consumer marketer and home builder, was looking for a means to gauge how often consumers would consider their brand relative to their competitors online, but with less expense than traditional survey methods and without self-reported bias. As a marketer that employs a truly cross-media strategy in various markets, Pulte turned to Organic for the measurement solution. Using website traffic tools, social media monitoring, search activity metrics, specific housing industry metrics, and SAS, Organic was able to reduce all of these online and social media vehicles into a single, trackable monthly index.

Join the IAB on Wednesday, July 13, as leaders from Organic and SAS review insights from this project and partnership. Our speakers will answer questions about challenges in understanding consumer behavior, analytics, and the wealth of data available from social media sources. The companies will also share their best practices in digital analytics in the following discussion:

SAS: Digital Analytics - Best Practices

1. How can an organization bring together different forms of online data?
2. How to manage/scrub/modify the data to begin making sense of it?
3. Approaches to analyzing online data – including sentiment analysis, data mining, and forecasting

Presenters:

Vinicius Vivaldi, Sr. Solutions Architect, SAS Institute

Vinicius Vivaldi is part of a team driving the analytical opportunities for all Communications, Content, & Entertainment related accounts, including the advertising and media industries. He is currently responsible for empowering the sales force and SAS technical personnel in positioning and integrating the SAS Analytical Framework into their offers. Vinicius also provides technical advice and mentoring for SAS customers. His areas of expertise include Data Mining, Text Analytics and Social Media Analytics.

Vinicius earned his Bachelor’s in Statistics degree from the University of Brasilia (Universidade de Brasilia - UnB), Brazil and has more than 12 years of experience in business analytics applications developing credit, fraud and marketing response models based on both structured and unstructured data analysis. Before coming to work for SAS, he created customer segmentation, credit scoring and fraud detection applications for one of Brazil’s largest banks. While serving in SAS’ Latin America division, he supported SAS Analytical solutions throughout Latin America while managing the pre-sales support team for countries in the Caribbean and the Andean region of South America.

Suneel Grover, Solutions Architect, SAS Institute

Providing consultative services in the industry spaces of media, entertainment, advertising/marketing, communications, and technology, Suneel’s value deliverance is demonstrated in the solution development, demonstration and positioning of SAS capabilities to solve complex business problems based on SAS core competencies. Focused in analytics, business intelligence, and customer intelligence, Suneel’s background is driven by blending data-driven decision science with marketing strategy. Prior to joining SAS, Suneel has worked with marketing analytic departments at Fortune 500 brands such as Citi, and MetLife. Academically, he has a M.B.A. in Marketing Research/Decision Science from The George Washington University, and a M.S. in Integrated Marketing from New York University.

Jason Harper, VP – Marketing Intelligence, Organic, Inc.

Dubbed a Social Media “soothsayer” by MIT in 2010, Jason began work in interactive marketing analytics in 2000 optimizing digital marketing for brands such as Doubleclick and Nortel Networks at Beyond Interactive in Ann Arbor, MI. Transitioning to a sister WPP company in 2003, Jason was responsible for Interactive Analytics on the Ford Vehicles account at JWT. He developed many industry first reporting and analytics solutions. After a few years in Detroit, Jason headed to Scottsdale, AZ where he led the performance management of GoDaddy.com. Jason developed advanced econometric media mix models used to drive the media strategy which included the performance of 3 very successful Super Bowl campaigns.

In 2007, Jason returned to Michigan and is currently heading up the Marketing Intelligence Group at Organic, Inc (Organic.com). Using his experience, Jason and the Organic team have developed a highly sophisticated, scientific approach to quantifying interactive marketing which is now at the core of his client’s strategy and planning.

Jason has earned a BA in Economics from the University of Michigan, a MA in Applied Economics from Eastern Michigan University and a MBA from the University of Michigan Ross School of Business.

John Bejnarowicz, Senior Statistician, Organic, Inc.

John has worked in advanced marketing analytics for the past 13 years. Starting with AC Nielsen in 1998, John worked for 10 years in CPG marketing, working for and with Kraft Foods at their Chicago headquarters. His analytics work with Kraft covered a range of disciplines including brand marketing, sales, and retail analytics, and included marketing mix, shelf optimization, brand extensions, new product introductions, advertising effectiveness, promotion and pricing. Today, John works with Organic Inc. in Detroit using advanced analytics to help clients’ optimize and strategize their online media and social media footprint. John earned a BA in Economics from the University of Chicago, and an MS in Marketing and Price Analysis from Purdue University.

Insights from the Intersection of Attention, Television, and Online Video – hosted by IAB, YuMe, and IPG

Join experts from IAB, YuMe and Interpublic Group (IPG) on a webinar that will share a rare glimpse into the viewers of TV and online video, and how viewers respond to advertising in their natural habitat. The webinar will share results of research conducted with the IPG Media Lab, where the goal was to uncover how people watch TV and online video and how attentive they are to ads. The researchers hoped to answer the following questions:

• Do people pay attention to online video differently than they do when watching TV?
• If people have the option of avoiding advertising, will they?
• What are the qualitative and quantitative differences between TV watching and online video watching?

In March, 2011 at the IPG Media Lab in Los Angeles, YuMe observed 48 people in a home environment while they watched television, and an office environment while they watched online video. Users were asked to bring any companion media they normally use while watching both online video and television, and shows and online video that they commonly watched were loaded onto a DVR, and added to the favorites on the browser.

Using facial tracking algorithms and biometric monitoring, a second-by-second monitoring of cognition, excitement, and stress, as well as a post-survey on ad recall, the companies found that despite constant distractions in both mediums, online video commands higher attention and recall from viewers.

On September 28, IAB will lead a discussion with team members from both companies, who will share their fascinating findings from this study.

Click here to register: https://www1.gotomeeting.com/register/335228600

Presenters:

Scot McLernon, CRO, YuMe
Travis Hockersmith, Director of Market Analytics, YuMe
Brian Monahan, EVP; Managing Partner, MAGNAGLOBAL Intelligence Practice (IPG)

From Information to Audiences—The Emerging Marketing Data Use Cases

Continuing to demystify the myriad of digital data now available to marketers and online publishers, the Interactive Advertising Bureau (IAB) teamed with strategic consulting firm Winterberry Group to create a new study titled “From Information to Audiences: The Emerging Marketing Data Use Cases.” The white paper reveals new practices in data aggregation, management and deployment and spotlights barriers to widespread adoption.
 
Through their qualitative and quantitative research, IAB and Winterberry Group scrutinized the optimization of audience, channels and yield, media buying, and ad targeting, and further identified key challenges associated with the need for aggregation, anonymization, and marketing data governance. This effort represents the latest addition to the IAB’s efforts to demystify data and bolster dialogue between media planners, publishers and data providers. It builds upon last year’s “Data Segments & Techniques Lexicon” and an earlier “Data Usage & Control Primer.”
 
Complete findings are available for download here.

Click here to register: https://www1.gotomeeting.com/register/589396097

Presenters:

Patrick Dolan, COO, IAB
Jonathan Margulies, Managing Director, The Winterberry Group

Understanding IAB’s Video Suite—Why Should I Care?

The IAB invites you to learn about in-stream video advertising through a discussion on the recently released IAB Video Suite: VAST 3.0, VPAID 2.0 and VMAP 1.0. This educational and interactive session, led by Teg Grenager, co-founder of adap.tv and the IAB’s Technical Specifications Working Group Co-Chair, will outline the VAST, VPAID, and VMAP specifications, and how they are important to digital advertising. Teg will also explore the impact of these specs on various players in the ecosystem, the process by which the IAB defines and updates the specifications, and will dive into how certain new video advertising features will impact the industry. You’ll leave this session with a solid understanding of how in-stream video advertising works, powered by the IAB Video Suite.

Click here to register: https://www1.gotomeeting.com/register/619917256