The IAB is a publisher organisation formed in the US in 1996 that creates and promotes online media. Today it is a global network with 40 member countries from South America, Europe, North America, Asia, and Australia. The benefit of being an IAB is that it helps to build markets, brings members together for common interests, makes digital standards fluid across boundaries and produces world-class events for top digital influencers.
This follows on Spira's trip late last month to New York, where he attended the IAB MIXX Conference & Expo (MIXX), which brings together the industry's most prominent and influential figures to share insights on the most pressing topics in advertising and a global audience. This year's theme was "WTF is advertising, anyway?"
Spira presented some of the key trends from MIXX.
1. Co-creation
This is about including the audience or partnering with the customer to create authentic user experiences. Technology has given brands the unique ability right now to create user experiences. Successful brands will be those that listen and respond.
2. Platform-centric to people-centric
Tools are currently available to brands that allow them to reach consumers directly and this has changed the dynamic between ourselves and our customers. It means that brands and media have unprecedented influence over customer experience.
Basically all devices are becoming connected: for example an Xbox is no longer a just gaming console, but much more; and the Phillips toothbrush is connected to the internet. The mobile phone is the dashboard of our lives, and our connection to our world. These are not just any devices - they are the most additive devices ever invented. It also means that now it is the marketer that is leading product development and anything that touches the customer. According to MIXX speaker, Sir Martin Sorrell, founder and CEO of WPP: "We are the new innovators and game changers driving our company forward."
3. Journalism's new golden age
This was according to Business Insider CEO and editor in chief, Henry Blodget. He said that information has never been more available than ever before and marketers have great choice as to what opportunities and platforms they want to use.
People are also willing to pay for helpful information so (digital) subscriptions are a huge opportunity. In the digital arena, as in print, one area of interest to the consumer can fund another area, e.g. cat pictures, which it turns out, are really liked by people, can fund article son Syria. In this context subscriptions are real and advertising support is relevant.
4. Online video
It is the fastest growing medium, although it is coming off a small base - and it is growing quickly. This year and in 2012, in the US, it grew 40% year on year. There is an entire ecosystem that has developed around YouTube. Then there is the idea of the multi-screen experience - most US households have five to 10 screens!
The implications for a platform such as Twitter are huge here. One tweet, during the last episode of The Walking Dead - Just shoot him Rick - was tweeted over and over again therefore amplifying the event. Twitter has since introduced Twitter Amplifier in recognition of this and because it knows that the measurement of these products is a big deal.
The DMMA Annual Publisher Conference was sponsored by WoodWing and APS.
