The Interactive Advertising Bureau (IAB) has launched a formal call-for-entries to its new Rising Stars Mobile contest.
Announced at the IAB’s Mobile in the Mainstream…and as the New Main Screen conference in New York City, the competition encourages agencies, marketers and publishers to effectively delve deeper into the mobile arena. The winning submissions – which will be named the first-ever IAB-endorsed mobile ad formats – will be selected based on their potential to propel brand creativity on mobile devices at scale.
The contest is part of the IAB’s larger Rising Stars initiative aimed at broadening the creative canvas across the interactive advertising spectrum. It kicked off in September 2010 with the launch of the Rising Stars Display competition. After a months-long review phase, the IAB announced the six winners in February 2011.
By June, 36 top-tier advertisers – including GM, Home Depot, Kraft, Procter & Gamble, Unilever and Universal Pictures – had already implemented one or more of the six new display ad formats to tell their brand stories.
A cross-disciplinary panel of judges that will include agency creative directors, media executives and ad operations specialists will lead the IAB Rising Stars Mobile selection process. The mobile ad unit submissions will be evaluated on the following criteria:
• User Experience - How well does the ad format positively impact the user experience?
• Branding - How well does the ad format provide a canvas for brand creativity?
• Functionality - How does the ad format take advantage of mobile user behaviors and technologies?
• Page Integration - How does the ad format enhance the relationship between the ad and the mobile publisher content?
• Adoption - How easily could the ad format be widely adopted across the mobile ecosystem?
Submissions for the new mobile ad units will be accepted until October 15, and the selection process will span the remainder of 2011. In 2012, a set of Rising Stars Mobile ad units will be chosen and subsequently evaluated in-market based upon consumer and business adoption, with new IAB-endorsed mobile ad units named by the end of the year.
To submit prospective mobile ad units and to learn more about the criteria, please go to: http://www.iab.net/risingstarsmobile
To find out more about the Mobile Marketing Center of Excellence, please go to: http://www.iab.net/mmcoe