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As I reflect back on 2011, there are a number of successes I am incredibly proud of, including: two of our formats being selected for the IAB Rising Stars awards; the announcement of our intent with “Polymorphic” ads; we let the market know that Windows 8 will support advertising-in-applications; and last but not least, our views on the changing tide of social advertising and how brands are shifting the way they think about using social as an advertising medium. Each of these efforts are examples of how Microsoft Advertising is committed to making it easier for brands to launch digital ad campaigns at scale while also giving creatives new and powerful canvases upon which to tell their stories.
As part of that commitment, Microsoft Advertising was one of the first publishers to adopt all six IAB Rising Star Solutions and implement them across our display properties in the U.S. before the end of 2011. This meets the goal I laid out at Ad Week last year, and our commitment goes well beyond the U.S. I am very proud of the fact we’ve made the Rising Stars Solutions available in 42 markets worldwide and implemented well over 100 executions around the globe. Here’s a great example of the IAB Filmstrip ad in action in France:
“Lancôme represents elegance and beauty. We needed an online ad format that would live up to this brand promise and invite user engagement. The Filmstrip did just that, with its elegant interface of large, sliding panels.” Virginie Gerin , Digital and CRM Director at Lancôme France
In addition to launching all six IAB Rising Stars Solutions we have worked alongside multiple partners to implement the IAB Filmstrip that we developed, and are very encouraged by its broad adoption. To date, we’ve run dozens of IAB Filmstrips, including executions for Jaguar in Ireland, Alfa Romeo in Italy, Disney in the U.S., Audi in Germany, and Ford in the U.K. The Filmstrip has broad appeal across multiple verticals; we’ve seen executions for autos, retail, personal care, technology, and entertainment. To aid with adoption, we have provided key pieces of code to help the industry build an IAB Filmstrip (available here). We are thrilled to see advertisers like Mercedes and Botega Venetta run the Filmstrip on publishers like CNN and NY Magazine, and look forward to seeing many others in the coming weeks and months.
Even with the positive adoption figures, we fully understand that ROI and performance metrics will be important in order to continue the Rising Stars momentum. We’re currently collaborating with the IAB and IPG Media labs on research that will use biometrics (i.e., eye tracking) to track the impact of the IAB Rising Stars ad units versus standard ad units; the results will be revealed at the IAB Annual Leadership Meeting .
And if you attend the IAB conference, be sure to keep an eye out for the IAB Rising Stars Creative Showcase. We’re partnering with Crispin Porter + Bogusky to develop a really spectacular campaign that will utilize the IAB Filmstrip as the primary ad format. I look forward to what the other IAB Rising Stars creators will submit to the showcase as well.
As for me, my next stop is Social Media Week in NYC this coming February 14th. I’ll talk about Microsoft’s vision for Social Advertising and how we’re bringing consumers and brands closer together in a differentiated way using social as a tool. If you haven’t done so already, be sure to sign up here. As always, if there are questions please let me know in the comments section. I look forward to sharing more of our positive momentum soon.
Jennifer Creegan, General Manager of Brand Advertising
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