According to IAB, performance-based advertising has reached the point of diminishing returns for all its players; it has created a highly efficient market in which there is almost no margin left for either publishers or agencies. So this is the year digital brand advertising can and must be born, or the digital advertising industry can’t survive.
We are part of the IAB because we feel we are aligned with its goals. We don’t just join every organization. IAB shares our beliefs that if agencies are freed to produce magical creative, technology will help them build brands across platforms and geographies. And all this can be measured with metrics that are useful to marketers.
Here is a summary of the IAB Digital Brand Building initiatives for this year.
1. Rising Stars rewards the creative that interacts with consumers right on the page and allows them to engage the way they used to engsge in person. We have to allow agencies to produce better creative — the kind with which people really want to engage.
2. 3MS(Making Measurement Make Sense) is the initiative that began last year to change how we measure ads. Last year, the emphasis was on viewable impressions. Going forward measurements will... Read more
Archive for Roy de Souza 
2013 The Year of Digital Brand Advertising
Internet ads can (and will) be as effective as TV
Sometimes it is lonely to be the CEO of the biggest independent advertising technology partner for publishers. The long view: my belief in standing behind the high quality publishers to make Internet advertising work at least as well as the best TV advertising – is a position not often shared. Yet I believe that we can make Internet advertising work brilliantly for high quality product launches and brand building. We won’t be stuck with text based CPC ads. We will show that the best sites can run fantastic graphical and video ads that sell great products.
I’ve been saying for months that the distinction between above and below the fold should go away, and I finally have company for my perspective. Good company: Comscore, Inc.
A week ago I attended an event in New York City at which Comscore unveiled its new Validated GRP(TM) tool that rates the effectiveness of digital ads. Validated GRP takes the rating standards advertisers apply to TV advertising (Gross Rating Points) and establishes a similar metric that will apply to digital advertising. For advertisers, this is a metric to judge online campaign effectiveness–to make an apples to apples comparison between the effectiveness of TV and the effectiveness... Read more
