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IAB Conversations: What is Premium Display Advertising?

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From time to time, questions pop up in the interactive advertising industry that don't have easy answers. At the IAB Blog, we like to throw these out for debate and hear from as many voices with as many perspectives as possible. In the spirit of civility, we'll call them IAB Conversations. Our CEO, Alice Manners, is kicking it off with the topic of Premium Display - and we hope you'll join the conversation.

In a world where brand advertisers are looking for more than just click-based results, smart publishers are focusing on delivering value and performance.

High-value inventory such as in-view ads, low-clutter environments, and inventory free of suspicious engagement activity have begun to gain renewed interest while research shows that rich, interactive ads with advanced functionality and highly relevant content are key to capturing the attention of audiences.

Sounds premium, right? Or does it? How do we define the real value of digital media & what should be classified as premium display in 2014?

I'm often asked to throw my two-cents worth into the debate about Premium Display online advertising. My first response is always: how do you define it? It should come as no surprise that the answers depend on whether I'm talking with an agency, a publisher, an ad-exchange, etc.

In an industry that is constantly evolving and where the tendency to catch the "new" fever – it's important to keep our feet firmly planted in the fundamentals. Given that the most recent PwC data reported that display advertising experienced double digit growth year on year, there is clearly a role for premium display.

I've posed these same questions to some of my colleagues, and we'll be posting their responses over the coming weeks. Watch this space!

Submit your answers & comments in the "comments" section below.

Name: Alice Manners
My mission at IAB Australia: To always be ahead of the curve.
Digital trend I'm most excited about: The one we don't know about yet!
Brand whose marketing I admire: Burberry's digital presence
Favourite digital campaign of all times: Just like your children there shouldn't be one favourite. Any campaign that makes me ACT/do something or integrates well across multiple platforms
Digital tool/gadget I cannot live without: My smart phone
If I wasn't working in digital, I would be: A psychologist

Alice Manners, CEO, IAB Australia
Alice is a senior digital and media specialist with more than 20 years experience working across the Asia Pacific region. She has held a number of roles with WPP Asia Pacific including most recently, GroupM Asia Pacific COO of Interaction since 2005. Appointed CEO of IAB Australia in August 2013, Alice is responsible for the overall management of the IAB and achievement of the organisation's objectives, to represent and promote the interests of members, and to grow the interactive advertising industry. With the online industry undergoing a huge transformation and with more change ahead, Alice's key focus will be to steer IAB Australia's transition through this growth as an agent of change for both the IAB and the industry as a whole.


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Guest Thursday, 19 January 2017