Marketers demand new executions from digital media - winning formats from the IAB

Geoffrey Precourt's report from the Interactive Advertising Bureau's annual "Ecosystem 2.0" convention covers the address by Brad Brinegar, chairman/ceo of McKinney and founding chair of the IAB's Agency Advisory Board.

Marketers demand new executions from digital media - winning formats from the IAB

Geoffrey Precourt Warc

Brad Brinegar, chairman/ceo of the Durham, North Carolina, agency McKinney knows how to get an audience to sit up and pay attention. At the Interactive Advertising Bureau's annual "Ecosystem 2.0" convention in Palm Springs, California, Brineger chaired a panel on the creation of a variety of new digital technologies - formats that make the banner all but a distant memory.

Digital growth

To introduce the various new plays, however, the McKinney leader didn't talk about just bauds and bits. Instead, he did what...

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