There is still one month left to apply for the eight EACA International Advertising Summer School. From 4 to 8 July 2016, students and young professionals will be trained by leading advertising practitioners at the Design Akademie Berlin, in Germany. During that week, participants will be inspired and will learn about the different communications disciplines. They will then apply all their knowledge and skills to their work in international teams on a client brief. This year’s challenge comes from the Deutsche Telekom, one of the biggest telecommunications companies in Europe.
Participants will be split into two groups according to their level of experience. The Foundation Course is aimed at Bachelor and Master students, while the Advanced Course is tailored to professionals with up to two years of work experience. A wide range of workshops can be found in the school programme, spanning from Strategic Planning and Storytelling, Creative Idea Generation and The Future of Digital to Behavioural Economics and Presentation and Pitching Skills. Since digital advertising is gaining momentum in the industry, this year’s programme is also introducing a course on Digital advertising bootcamp: interactivity through mobile and video delivered by experts of the Interactive Advertising Bureau (IAB).
Following the success of the previous editions and quoting the Principal of the EACA International School of Advertising, Micky Denehy, the EACA Secretariat is convinced that participants of the Summer School 2016 will again show “a great mix of enthusiasm, motivation and teamwork” which will translate into impressive campaigns.
Students and advertising professionals wishing to attend the EACA International Advertising Summer School 2016 should send their application no later than 29 April 2016 to inspire@eaca.eu. Selected participants will be announced at the beginning of May. More details about the location, courses and trainers are available on the edcom website.
For further information, please contact:
Claudia Ortiz Reyero
European Education & Training Manager
EACA
+32 2 740 0716
claudia.ortiz-reyero@eaca.eu
Dominic Lyle
Director General
EACA
+32 2 740 0711
dominic.lyle@eaca.eu
About The EACA International School of Advertising and Communications
The EACA International School of Advertising and Communications was launched in 2009 by the European Association of Communications Agencies. Its purpose is to help raise professional standards across the communications industry by training and developing the skills and talents of its practitioners.
About edcom
edcom, The European Institute for Commercial Communications Education, was founded to promote excellence in commercial communications education and research, enhance communication and co-operation between the European commercial communication sector and academic partners, to facilitate cross-border education, employment and exchange of commercial communications students and to promote knowledge and understanding of innovative advertising and communication techniques and new use of media and other public platforms.
About EACA
EACA, the European Association of Communications Agencies, The European Association of Communications Agencies (EACA) represents more than 2 500 communications agencies and agency associations from 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. They create and place adverts and develop brandbuilding campaigns. EACA promotes honest, effective advertising, high professional standards and awareness of the contribution of advertising in a free market economy and encourages close co-operation between agencies, advertisers and media in European advertising bodies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively.
Programmatic advertising has been at the centre of discussions and events across the advertising industry. From Advertising Week in London and Interact in Berlin to the Festival of Creativity in Cannes, it has never been far from the headlines.
However IAB Europe’s Attitudes towards Programmatic Advertising research in 2015 found that whilst 90% of respondents were planning to increase their programmatic investment or revenue some key barriers to adoption still exist, namely hiring and training people with the right skill set. It is, therefore, one of IAB Europe’s objectives to educate the industry on the strategic opportunity that programmatic offers for both buy and sell-side stakeholders.
Assessing the current adoption of and attitudes towards programmatic advertising is key to this to elevate industry understanding and identify areas for guidance. The 2016 Attitudes towards Programmatic Advertising survey aims to dive deeper into drivers, barriers and operational models.
Advertisers, agencies and publishers are invited to share their latest thoughts on programmatic advertising in this survey which should take no longer than 15 minutes to complete.
The survey will close on Friday 6th May. Participants will be among the first to see the results and your input will help shape future IAB Europe work streams. Please pass on the survey link to any relevant colleagues. Your response will be treated in the strictest confidence.
Please contact us if you have any comments or questions.
Thank you for helping us to create another important asset for the European digital industry!
As part of Tommy Hilfiger’s online strategy, Atlas delivered cross-device ads via post-impression retargeting. Atlas was then able to characterize which devices consumers used to view the company’s ads prior to making their in-store pur- chase. This insight was enabled by Atlas’ ability to measure impressions across devices, whether desktop or mobile: Consumers reached solely through mobile devices were almost as likely to purchase as those reached through desk- top alone. However, both channels were far more effective when experienced in tandem as part of the sequential mes- saging strategy: consumers reached on both desktop and mobile devices made purchases at more than twice the rate of those reached on only one device type. Additionally, Atlas’ unique ability to tie offline retail purchases to online ad exposure proved invaluable. We compared sample CRM data sourced from Tommy Hilfiger’s “Hilfiger Club” subscribers in Germany with impressions and clicks generated by campaigns run through Atlas to determine overlap between the campaign’s online audience and the in-store purchase data provided by the company.
Get the slides here.
Atlas enabled MobeSeek to measure mobile site conversions for the first time. Based on these results, MobeSeek says it will use Atlas to measure campaigns for other clients in the future.
Get the slides here.
Using people-based delivery and analysis, Atlas found that men represented up to one-third of campaign impressions and reach across the top four publishers, although the goal had been to target females. These off-target impressions represented the equiv- alent of 18% of spend — money that, now identified, can be re-invested on higher-performing channels in future campaigns. Ultimately, data-based audience planning demon- strated greater efficiency (cost per qualified contact) than contextual targeting Channels. The campaign’s niche publishers and RTB plat- forms were found to be more cost-effective and demographically relevant than powerful home page placements. One of these niche publishers, a well-respected fashion periodical, delivered 43% of its impressions to the key demo of women 18-34 — a more efficient ROI than the larger publishers. Audience planning via RTB delivered the highest reach among the target market, resulting in a highly efficient CPM.
Get the slides here.
Digital agency 55 recently managed a French campaign for its client Ferrero to promote Tic Tac candy as part of a larger tie-in with the animated, global box-office hit “Minions.” 55 implemented Atlas as a measurement tool to gauge the campaign’s success in reaching its primary target audience. Ferrero is a well-known Italian confectionery company and the third largest chocolatier in the world.
Get the slides here.
Live Nation, the world’s largest live entertainment com- pany. Though Live Nation now uses Atlas to promote and analyze sales for all of its tours, the smash-hit 2015 Madonna “Rebel Heart” tour was the company’s first global, end-to-end campaign launch with us.
Get the slides here.
IAB Europe is pleased to announce the jury for the 2016 research awards. The Jury consists of three European corporate representatives and two IAB representatives, from the CEE region, making it representative of the European market place.
Nick Niddleston, Chairman of the Jury, is joined by Paul Hardcastle, Research Director, EMEA at Yahoo!, Ariane Längsfeld, Client Manager - Media & Digital at Millward Brown, Pawel Kolenda, Research Director at IAB Poland and Tuncay Yavuz, IAB Turkey Board Member, Head of Technical Committee on Measurement and Digital Director at OMD Turkey. The profiles of the jury members can be found below.
The IAB Europe Research Awards are an opportunity to gain industry recognition for your research projects and the contribution they have made to the development of the digital advertising industry. More information about the awards, categories and download the entry form here.
The 2015 winners can be seen here.
Nick Hiddleston – Worldwide Research Director, ZenithOptimeda
Nick began his career at TMD Carat and was appointed a founding Director of Carat Research. After 7 years, he moved to McCann-Erickson as Research Director and was appointed to the Board of the newly formed Universal McCann. Whilst there, he created the insight research project which was the forerunner to the global Media-in-Mind survey. Nick then decided to change his horizons and became International Research Director for Initiative Futures. He contributed in the development of their global tools namely their multi-media planning and awareness tool called Matrix. He was given special responsibility for Latin America. In 2005 he joined ZenithOptimedia as Research Director – Worldwide responsible for developing their global tools, training the network on their use and supporting the Worldwide planning team based in London. Nick has extensive media research experience and is often asked to speak at media conferences across the world. He is a past Chairman of the UK Media Research Group and was made a Fellow of the IPA (Institute of Practitioners in Advertising).
Ariane Längsfeld – Client Manager, Media & Digital – Media & Digital, Millward Brown
Ariane is an expert in measuring multimedia and digital campaign effectiveness and helping marketers to grow their brands. She joined Millward Brown in 2010 and has been working with advertiser, agency and publisher clients across Europe. Other areas of expertise include research on consumer usage of digital media and attitudes towards digital advertising. Besides being based in Madrid, she also spent half a year in the Media & Digital Practice team London in 2013. Ariane has a degree in Sociology from the Freie Universität Berlin and a Master’s degree in Social and Market Research. She is also a member of the IAB Europe Research Committee.
Paul Hardcastle – Research Director – EMEA, Yahoo!
Paul has been at Yahoo! for a decade in various insight roles, his currentemphasis is positioning Yahoo as a thought leader in the B2B advertising space. Recent projects include developing a consumer driven ROI model for content marketing “Return On Inspiration” and most recently, a project on proving cross device native ad effectiveness. Paul conducts primary, mixed methodology multi country studies that have strategic importance for Yahoo!. He also provides guidance and expertise to the rest of the insights team on many disciplines including sales support, ad effectiveness and audience measurement (to name but a few). Paul currently sits on both the IAB Europe Research Committee and UKOM Technical group, defining UK online measurement standards for the past 7 years. He has been very much a part of the online research industry since its infancy, having held various insights positions at ITV, Business Week and Lycos.
Pawel Kolenda – Research Director – IAB Poland
Pawel provides research solutions and marketing tools for the digital communication industry. His areas of expertise are ad spend, ad effectiveness and consumer behaviors. He is the leader of the Research Working Group and non-corporate leader of the IAB/PwC AdEx Task Force at IAB Poland, Vice-Chair of the Research Committee at IAB Europe, author of several publications and speaker at many conferences covering the online industry. Philosopher. He started his market research career over 20 years ago. His major area of interest is quantitative research. He has worked on more than 500 projects, mostly in Telecom, Finance, Media and FMCG sectors. The above mentioned include consulting, forecasting, insights and recommendations on brand launch and re-launch, crisis brand management and others. He worked for BASES Nielsen, MillwardBrown and local agencies. He entered into the online industry in 2008 joining team in research platform start-up with Grupa IQS research agency and Higher School of Social Psychology (SWPS). In 2010 he started working for IAB Poland.
Tuncay Yavuz – IAB Turkey Board Member, Head of Technical Committee on Measurement and Digital Director – OMD Turkey
Tuncay is a founding Board Member of IAB Turkey since 2010 and Head of the Technical Commitee. Tuncay has been Head of Digital at OMD Turkey since 2011. In his early professional career, he covered a wide range of areas including media planning and buying, search engine marketing, digital research, usability tests, online PR, mobile marketing, creative projects at Zenithmedia and Zap Medya Turkey.
The challenge For Bannerconnect, executing sophisticated segmentation strategies often leads to complexity in one of two ways: buyers either need to juggle multiple micro-targeted campaigns themselves, or they must work with an array ad tech partners in order to achieve their goals.
Bannerconnect sought a more cost-effective way to employ highly sophisticated targeting and bidding techniques in order to achieve its automotive brand client’s direct response campaign objectives. Bannerconnect also wanted to avoid working with a “black box” bidder, which lacks transparency and doesn’t allow clients to exert control over how their data is used, or how bidding decisions are made.
The solution Bannerconnect tested the AppNexus Programmable Bidder (APB) to see if it could extract additional value by deploying customized bid strategies in a leading automotive brand’s campaign.
Get the slides here.
Collective relies on the power of video to drive brand recognition and recall among its target audiences. Historically, executing advertising campaigns across premium inventory at scale required paying a substantial price premium—the cost of video advertising tends to be significantly higher than that of display advertising on desktop or mobile. As such, Collective was looking for a scaled, more cost-effective way to achieve campaign reach and performance objectives for its advertisers’ digital video campaigns while still maintaining a high level of inventory quality.
In addition to implementing more cost-effective options for video advertising, Collective needed a solution that would complement and allow them to seamlessly layer on its own platform agnostic and transparent data and reporting interface, VISTO™ , to its chosen video buying partner. For this, Collective required a highly flexible analytics platform that would allow them to customize insights and easily compare results across the is video system.
By testing two unique scenarios, Collective compared AppNexus head-to-head against competitive cross-channel video buying solutions.
Get the slides here.
The Programmatic Pioneers Summit is taking place on the 24th – 25th of May, 2016 at Hilton Canary Wharf in London and will be THE meeting place for Europe’s most senior level event dedicated to all aspects of the rapidly developing programmatic marketing ecosystem. Featuring 150+ attendees and over 40 Heads of Digital from Europe's largest advertisers, retailers and CPG companies, the event is a one stop shop for brands looking to discover how to advance their programmatic mobile strategy and capitalise on the fastest growing marketing channel.
Programmatic Pioneers Summit - 24-25 May, 2016 - London, UK
Hilton Canary Wharf, London, UK
Agenda: https://bit.ly/1XpGEjE
Book Now: https://bit.ly/1nIqsh7
Whether you are looking at how to get started, consider yourself an expert, or fall in between the two, get ready for 2 action-packed days dedicated to helping you take your programmatic marketing strategy to the next level.
Through a series of original interactive formats, discussions, debates and structured networking, 200+ attendees will return home with real, actionable takeaways that can be immediately implemented.
IAB Europe is a proud partner of Programmatic Pioneers Summit and we are pleased to offer you a 15% discount off the price to attend.
Use the code “IAB15” when you register online here - https://bit.ly/1nIqsh7
Tamedia is a Swiss media group with its headquarter in Zurich. With its daily and weekly newspapers, magazines, online platforms as well as printing facilities, Tamedia is one of the leading media corporations in Switzerland.
With Improve Digital, Tamedia experienced a 60% growth in programmatic video revenue within 30 days.
Get the slides here.
