Interactive Advertising Bureau

IAB Europe has launched the Library of Ad Effectiveness Case Studies to give advertisers more insight on the effectiveness of digital advertising for branding campaigns.

A recent Metrics and KPIs survey undertaken by IAB Europe revealed how more than 80% of advertisers want to gain a better understanding of how digital can work for brand advertising. IAB Europe has launched the Library of Ad Effectiveness Case Studies to address this need.

 Highlighting the effectiveness of digital for branding campaigns

The library brings together recent case studies from across Europe to demonstrate how traditional brand key performance indicators (KPIs) are achieved and measured in digital.

 

As part of IAB Europe’s strategy to drive brand investment into digital the library demonstrates that brand KPIs such as brand awareness, brand recall, purchase intent and brand perceptions have been enhanced with digital campaigns, including mobile and video advertising formats.

 

Alison Fennah, Executive Business Advisor at IAB Europe said “This initiative is important to show the increasing contribution of digital advertising to the KPIs which are traditionally most popular with brand advertisers.”

 A variety of markets and brands

The studies cover a range of Western and Eastern European markets and a variety of brands including Audi, British Airways, Danone, Duracell, Leibniz, Microsoft, Philips, Renault and Toyota.

The following organisations are featured in the library at the time of launch BVDW, Exponential, Gemius, IAB Poland, Millward Brown, MediaCom, Mobilike, nugg.ad, Widespace and United Internet Media.

 Get your case study featured !

The Library is an ongoing initiative and if you are an IAB Europe member or National IAB member and would like to find out about featuring your case studies then please contact: puffett@iabeurope.eu

Media 

Watch webinar recording here

The IAB Agency Snapshot study gives a real insight into the current knowledge of mobile advertising and overall uptake within today’s current media climate.

The Agency Snapshot study has been conducted for the first time by IAB France, BVDW / IAB Germany, IAB Italy, IAB Spain, IAB UK and IAB Europe in November and December 2014.

It was completed by a total of 154 media agency employees across the five European markets. The study was carried out in partnership with YouGov to assess agency approaches to mobile advertising over the last year.

 Mobile is unlocking new budgets

Encouragingly more than 60% of media agency employees surveyed stated that mobile is a regular part of client proposals.

Nearly half (42%) of media agency employees across Europe claimed that mobile is unlocking new budgets, however a large majority (71%) claimed their mobile budget is coming from other media budgets, such as Internet, TV, Print and Radio.

Integration will be key in 2015 with 82% claiming that mobile will be integrated into their wider agencies by the end of this year.

Alison Fennah, Executive Business Advisor, IAB Europe said “The collaboration between the local IABs and IAB Europe to produce this study across five European markets is important to gauge the level of mobile understanding across Europe and the key drivers / barriers of growth. It is encouraging to see that new budgets are being found for mobile advertising demonstrating the attraction of the medium for advertising investment.”

 Key drivers of mobile growth

63% of respondents felt that location based advertising was the most exciting mobile opportunity.

The study also demonstrates that whilst mobile and digital specialists are felt to be the main advocates of mobile advertising within agencies (74% and 76% respectively), strategists are also driving the move to mobile (61%).

This suggests that mobile is becoming more mainstream with a stronger understanding across agencies.

 Top challenges of mobile growth

Mobile programmatic, brand safety and mobile privacy are all areas of concern for media agencies – all of which came out on top as areas with relatively low levels of understanding.

Approximately 1 in 2 media agency employees want to know more about complying with mobile privacy (57%) and brand safety on mobile  (45%).

Nearly 80% of media agencies felt that not being able to track cross screen campaigns was a huge barrier to mobile growth whilst nearly three quarters state that clients’ lack of understanding of mobile advertising is holding back spend on mobile.

IAB Europe has published a White Paper on viewable impressions today as an important step in its strategy to drive brand investment into digital advertising.

IAB Europe has published a White Paper on viewable impressions today as an important step in its strategy to drive brand investment into digital advertising.

Brand advertisers state preference for viewable impressions

IAB Europe identified viewability as a metric of importance to brand advertisers. Indeed our recent Metrics and KPIs surveyrevealed that 84% of brand advertisers stated that they want to see a move towards viewable impressions rather than served impressions (see results here).

The trading of viewable impresssions manifests itself differently across European markets of varied characteristics and levels of digital development. This White Paper will help to  deliver insight on market development and educate and foster confidence in this specific aspect of digital advertising trading.

What will you find in the  Viewable Impressions White Paper?

The IAB Europe White Paper on viewable impressions provides:

 “IAB Europe’s White Paper is an important step in increasing the understanding of viewable impressions and how they fit into the overall metrics landscape,” said Bjorn Kaspring, BVDW / IAB Germany member and Head of Premium Display, Interactive MediaClarifying definitions and terms is important to bolster digital advertising investment from brand advertisers.”

 We would like to thank the leading industry experts that have contributed to this White Paper :

AppNexus, BVDW / IAB Germany, comScore, Danske Medier/ IAB Denmark, EACA, GroupM, IAB Europe, IAB Finland, IAB France, IAB Hungary, IAB Italy, IAB Netherlands, IAB Poland, IAB Spain, IAB Sweden, IAB UK, Infectious Media, Integral Ad Science, Meetrics, Microsoft Advertising, Xaxis.

A groundwork for further reflection

The White Paper is part of the Metrics and KPIs pillar of IAB Europe’s Brand Advertising Framework and lays the groundwork for further reflection on recommendations for the European industry.

IAB Europe’s next steps are to further consult with the local IABs, measurement organisations and suppliers on the findings of this White Paper.

We will also expand our focus on quality – both of delivery of digital advertising and of the digital advertising environment - during 2015.

“Whilst digital ad spend has grown four-fold since IAB Europe started its AdEx Benchmark report in 2006 there are still several commonly acknowledged challenges which hold back further growth and measurement is one of these” said Karim Attia, Chairman of the IAB Europe Brand Advertising Committee and CEO, nugg.ad.  “This White Paper aims to address the area of viewable impressions measurement specifically and will be followed with market consultations. During the year other initiatives such as the IAB Europe Measurement Blueprint and wider Quality topics including environment and delivery will be developed within the Brand Advertising Committee.”

Viewable Impressions Webinar

The White Paper has been officially launched with a Webinar on 11th February. To watch the recording please click here.

The Webinar featured the following speakers: Anant Joshi, Director of International Business, Meetrics; Tim Jones, Europe Research Manager, Microsoft; Jon Chase, Chairman Media Agencies Council, European Association of Communications Agencies (EACA); Steve Chester, Director of Data and Industry Programmes, IAB UK; Emese Balatoni, Head of Sales – Digital Services, Central Media Group and IAB Hungary member and Stuart Wilkinson, Head of Industry Relations EMEA, comScore.

This White Paper on viewable impressions is as an important step in IAB Europe's strategy to drive brand investment into digital advertising.  It aims to educate and foster confidence in this specific aspect of digital advertising trading and lays the groundwork for further reflection on recommendations for the European industry with local IABs, measurement organisations and suppliers.

The White Paper brings together a range of leading industry experts to provide:

The European Agency Snapshot study gives a real insight into current knowledge of mobile advertising and uptake within today’s current media climate across five European markets (France, Germany, Italy, Spain and the UK). The study has been conducted for the first time in France, Germany, Italy and Spain. The report is divided into four sections:

Key findings of the study:
Some key areas of focus for the industry are:
IAB Europe
Rond-Point Robert
Schuman 11
1040 Brussels
Belgium
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