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IAB Mobile Rising Stars Ad Unit Specifications Open for Public Comment

Today, the Interactive Advertising Bureau (IAB) announced that the IAB Mobile Rising Stars, which were revealed at the IAB Annual Leadership Meeting in February, are now ready for broad adoption and open for public comment. Hundreds of marketers and publishers have already been implementing these units across mobile devices since their initial release, yet this marks the first time IAB will make them available to the industry at scale.

The new ad units are:

  • IAB Mobile Adhesion Banner
  • IAB Mobile Filmstrip
  • IAB Mobile Full Page Flex
  • IAB Mobile Pull
  • IAB Mobile Slider

Coca-Cola, Disney, GM, HBO, Jaguar, J.C. Penney, Procter & Gamble, Sony, McDonald’s, Toyota and Verizon are among the marketers that have already experimented successfully with these innovative formats. Publishers and mobile ad networks currently serving the units include AOL, Gannett, Google, IDG, Millennial Media, Mojiva, MSN, The New York Times, Thomson Reuters, Time Inc., Viacom and The Weather Channel. When the Mobile Rising Stars become official IAB standards, more publishers will make them available, and more brands will be able to replicate these success stories across the entire mobile web.

“The IAB Mobile Slider worked perfectly for what our client Jaguar was trying to accomplish. It showcased their latest models beautifully. It was a great branding campaign, yet it was also effective in driving traffic to the Jaguar site,” said Patrick McCormack, Vice President, Mobile Sales and Strategy, The Weather Channel Companies.

“The Mobile Rising Stars ad units are already operational in the mobile marketplace and growing in usage,” said Peter Minnium, Head of Brand Initiatives, IAB. “We invite all key players in mobile to submit comments, so we can ensure all voices are heard. After incorporating feedback, the final formats will provide the creative canvasses marketers need to deliver new and exciting experiences across all mobile platforms.”

“The Mobile Rising Stars initiative offers the interactive advertising industry the tools to provide rich, engaging creative that speaks to consumers’ mobile experiences,” said Anna Bager, Vice President and General Manager, IAB Mobile Marketing Center of Excellence. “This is right on target with the Mobile Center’s mission to drive richer brand marketing across smartphones, tablets, and other devices at the broadest possible scale.”

The detailed specifications necessary for these units to run across screens and operating systems, as well as the mobile web and apps, were created by the winning submitters to the Mobile Rising Stars contest — AOL/Pictela, BabyCenter, Crisp, Google, Jivox, Mediamind, Medialets, Microsoft, Pointroll, Time Inc., The Weather Channel, and Yahoo! — in collaboration with IAB, its Mobile Marketing Center of Excellence, Agency Working Group, and mobile ad ops experts.

The Mobile Rising Stars specifications were released for public comment at IAB Mobile Marketplace, “Make Sense of the New First Screen,” held at the Crowne Plaza Times Square in New York City. To view the mobile ad specifications, videos, and visuals, please visit

The public comment period for the IAB release of Mobile Rising Stars specs will run through August 16, 2012. Once the public comment period ends, IAB will evaluate the comments received, make any needed changes, and make the final version available. Comments are being accepted via email at [email protected].

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

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