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Tonight is a good night! I am currently in the sunny city of Miami at the Interactive Advertising Bureau’s (IAB) Annual Leadership Meeting. First off, I want to congratulate Microsoft’s very own John Genna, Prabhakar Goyal and Beth Uyenco on the IAB Service Awards they just received. John was recognized for his work spurring greater creativity in Interactive Advertising, specifically for his work on the IAB’s Rising Stars Program. Prabhakar was recognized for work he’s done on the VAST/VPAID video standards. It’s a well-deserved honor for all of them and I am very proud to call them colleagues.
If that wasn’t enough, the IAB also just unveiled the results of ground-breaking research it conducted with IPG Media Labs, Microsoft and the other five companies who created IAB Rising Stars PC formats in 2011. You might remember that one year ago at the IAB Annual Leadership Meeting, two formats created by Microsoft, the “Filmstrip” and the “Sidekick”, which we created in conjunction with MediaMind, were designated as ‘Rising Stars.' The research was done in an effort to move the industry away from the current ad formats, that were adopted in 2002, to the more effective Rising Star formats. The goal: show the effectiveness of the Rising Star formats as the industry moves to continually provide better experiences for brands, publishers and the people who marketers want to connect with.
Here’s how we participated in the research: each company that created a 2011 Rising Star format built three ad units for three different advertisers spanning three separate verticals. At Microsoft, we built three of our IAB Filmstrip ads in partnership with IPG Media Labs for AT&T, Westin and Jeep. Take a look at our Westin Filmstrip here:
The Westin Filmstrip
What’s exciting for us is, because Microsoft was the first to deploy all six IAB Rising Star display formats across MSN, we were granted the privilege of playing a significant role in this research, which ultimately included measuring against each format’s biometrics (eye tracking and facial coding) capabilities, and the results of a 400-person survey, both during and following exposure to a “dummy site” (an MSN mock-up).
In the end, the research discovered that people were 2.5 times more likely to interact with IAB Rising Stars Solutions than the current standard ad units. People also spent twice as much time interacting with and viewed Rising Star ads 31% longer than they did with the current standard ad units.
This research is consistent with what we’ve been seeing at Microsoft, that the IAB Rising Star formats are fulfilling their promise to provide the online ad industry with simple-to-use, innovative ways of allowing creatives to do what they do best: be creative. My team at Microsoft will continue to support the adoption of IAB Rising Star formats as they become the industry norm for display ads.
Tonight is a good night indeed!
Jennifer Creegan - General Manager for Display Advertising Experiences at Microsoft Advertising
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