On the heels of last night’s unveiling of exciting research the IAB has conducted with IPG Media Labs and Microsoft Advertising, I am thrilled to share more great news from today’s IAB’s Annual Leadership Meeting: the IAB has selected Microsoft Advertising’s ‘Mobile Filmstrip’ ad unit as a winner in the 2012 Mobile Rising Stars competition.
This year’s competition was especially intense as the IAB received over 60 mobile ad unit entries —nearly twice as many entries that were submitted in last year’s Rising Stars competition for PC ad units. This year’s competition was designed to identify the very best ad formats for both phone and tablet (browse and in-app environments). All members of the digital ecosystem – including creatives, technologists, publishers, and marketers— were invited to submit ideas. These submissions were evaluated by a panel of 50+ judges, mainly digital creatives. The judging criteria were: user experience, potential for branding, functionality, integration with the content environment and ease of adoption.
“All of us at the IAB were very impressed by what the Microsoft team brought to the table with their Mobile Filmstrip,” said Peter Minnium, head of Brand Initiatives for the IAB. “They were able to incorporate the same rich functionality of the IAB PC Filmstrip in a format that makes sense and that can scale across the mobile ecosystem. We expect advertisers to be as excited with the IAB Mobile Filmstrip Rising Star as they were with the IAB Filmstrip for the PC.”
Here’s a video of how the ‘Mobile Filmstrip’ works:
As you can see, the beauty of the IAB Filmstrip Mobile Rising Star lies in its large canvas – with five elegant, sliding panels. This makes it a great platform for beautiful and scalable storytelling.
The IAB Mobile Filmstrip Rising Star ad unit provides advertisers a rich canvas to tell their digital stories at scale.
Now with our IAB Mobile Filmstrip Rising Star ad unit, advertisers can port what they were doing with our IAB Filmstrip for the PC, which is currently running in six (yes, six!) continents, to a mobile environment plus gain the added benefits that mobile provides, such as touch-to-call, GPS and the ability to download apps directly from ads. Perhaps most importantly, the IAB Mobile Filmstrip gives marketers the ability to extend Filmstrip PC campaigns across devices, simplifying multiscreen campaigns and making it easier for brand advertisers to launch digital campaigns at-scale.
Our Mobile Filmstrip format will now become an IAB-endorsed standard mobile ad unit. Microsoft is the first publisher to deploy all six IAB Rising Stars display formats across MSN and have seen great success with the PC Filmstrip format— selling over three dozen Filmstrips and over 100 Rising Stars Solutions spanning multiple verticals to date. I’m confident we can and will do the same with the IAB Mobile Filmstrip Rising Star.
Three cheers for my Microsoft Advertising colleagues and the future of mobile storytelling!
Jennifer Creegan - General Manager for Display Advertising Experiences at Microsoft Advertising