Brussels, 30 May 2016: The jury of the third round of the Ad Venture Student Competition, organised by the European Institute for Commercial Communications Education (edcom) and EACA, has announced that team Aedion from King’s College London (UK) has won the Ad Venture Competition with their campaign “Your Web Vote”.
Students in advertising and commercial communications from across Europe were asked to create a campaign to raise awareness of the consequences of the use of ad blocking technology. The topic is creating much debate in the industry and has been top of mind to advertisers and publishers, to whom it causes a real threat. The brief was to make internet users aware of how ad blocking technology restricts publishers’ ability to display high quality online content.
The winning team Aedion, represented by Wayne D’Cruz, Mu You, Chi Zhang and Petya Karagyozova competed against 75 other teams from 14 countries answering a brief developed in collaboration with a consortium of European media associations covering television, press and digital.
The three finalists – Aedion (King’s College London, UK), Xense (University of Leeds, UK) and What do you mean Agency (Pantheon University, France) - were selected during two initial judging rounds and were given the opportunity to present their campaign to the final jury and the edcom members during the 9th edcom May meeting at the College of Agora in Zagreb, Croatia.
Team Aedion’s campaign “Your Web Vote” is centered around an online vote wherein users have to pick between two options: ‘free internet with advertising’ or ‘paid internet with no advertising’. The campaign presents two fictional figureheads in Jack LeftSide and Max RightSide who lead their respective campaigns.
Get the slides here.
The King’s College London students were rewarded for their hard work with travel, accommodation and a ticket to the prestigious Cannes Lions International Festival of Creativity which will take place in June 2016. “The experience of participating in a competition of this scale was both challenging and rewarding. The opportunity to not only meet some of the most esteemed names from the industry but also more importantly to pitch our ideas before them and receive elaborate feedback has been immensely valuable. Furthermore, it was quite enlightening and inspiring to see how other teams approached the same brief. Our biggest takeaway is definitely the ‘can-do’ attitude that this competition empowers you with which has truly motivated us for the future!” commented winning team Aedion.
“The experience of participating in a competition of this scale was both challenging and rewarding. The opportunity to not only meet some of the most esteemed names from the industry but also more importantly to pitch our ideas before them and receive elaborate feedback has been immensely valuable. Furthermore, it was quite enlightening and inspiring to see how other teams approached the same brief. Our biggest takeaway is definitely the ‘can-do’ attitude that this competition empowers you with which has truly motivated us for the future!” commented winning team Aedion.
The final jury, chaired by Marina Vnučec (Degordian), was composed of Townsend Feehan (IAB Europe), Angela Mills Wade (EPC), Luka Dubokovic (BBDO Zagreb), Jan Binar (McCann Prague), Arnoud Versluis (NHTV University) and Nenad Bogdanovic (College of Agora). Jury chair Marina Vnučec stated that “it was a privilege to be a part of the Ad Venture competition and to be among so many creative young minds. The jury was really impressed by all three top final solutions since each one of them was outstanding in its own way. Congratulations to all the teams, especially to the winner, King's College London!”
From the client’s side, EPC Executive Director Angela Mills Wade said: “I found the experience very inspiring, to see such talented young people working together to produce very high quality work. The brief was challenging but they got behind this controversial issue of ad blocking with highly imaginative ideas and workable executions. Their commitment and professionalism is to be commended.” Townsend Feehan, CEO of IAB Europe, added that “it was particularly encouraging to see with what conviction the group embraced the brief, although they are all right in the “millennials” age group that is leading in ad blocking usage. Seeing how they would motivate their peers to think twice was enlightening and shows that young people today can see the strategic stakes involved in supporting media independence.”
Registrations for the next Ad Venture Student Competition will open in autumn 2016.
Contact:
Claudia Ortiz-Reyero
European Education and Training Manager
EACA
+32 2 740 07 16
claudia.ortiz-reyero@eaca.eu
Tamara Daltroff
Director of EU Affairs
EACA
+32 2 740 07 15
tamara.daltroff@eaca.eu
edcom, The European Institute for Commercial Communications Education was founded to promote excellence in commercial communications education and research, enhance communication and cooperation 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.
EACA, the European Association of Communications Agencies 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 brand-building 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.
About Ad Venture Student Competition Ad Venture is the first Pan-European competition which gives students the chance to experience what it is like to work in an advertising agency. This international competition is open to students from the edcom academic members, as well as from other non-edcom members that teach communications studies. More information can be found at www.adventure-competition.eu.
Data-driven audience buying rapidly evolved in recent years: More and more media sales houses, agencies and advertisers create an own data management ecosystem and connect it to different programmatic platforms, in order to improve efficiency and impact of their campaigns. Delivering digital ads to specific target groups and consumer types based on factual intent data, real-time algorithms or classical behavioural information is becoming a much-valued standard for programmatic campaigns on desktop or mobile devices.
But besides the advantage of a growing variety of relevant audiences, there is another big chance in the flexibility of programmatic audience buying: it allows to easily manage and adjust advertising strategies based on specific data points, insights and real-time indicators. For programmatic trading and ad ops teams, this is a natural matter of course. But literally all people involved in the whole digital marketing process – from CMOs to creative teams in agencies – should be aware of the evolving opportunities. The minds of today’s “liquid consumers” are rapidly moving between different channels and experiences, online and offline – and it is more than ever important to reach them with tailored, truly relevant messages. Therefore, defining a data-driven strategy and developing the creative concept for the campaign must go hand in hand from the beginning on. An alignment of technical capabilities and creative ideas is essential. Brands that develop integrated, tailored strategies will gain competitive advantages in comparison to those who rely on one-dimensional approaches. The following case study from Norway shows an example of a marketer rethinking its classical digital marketing concept and who experiences remarkable campaign KPI uplifts.
A brand advertiser from the finance sector had run data-driven ad campaigns successfully in the past, but a recent campaign for loans based on conventional demographic data did not provide sufficient uplifts for the relevant KPIs. Together with the agency KO&CO, ABC Startsiden AS and nugg.ad, they decided to create a more comprehensive strategy for their loan product: The goal was to reach different target groups within one umbrella campaign based on intent, preferences and interests – with individual display ad creatives for each target group. Three different audience segments were defined:
Those audiences were addressed with data-driven skyscraper ads on ABC Startsiden’s premium websites. To validate the campaign effectiveness, a brand measurement based on market research was conducted to compare users from the target groups who have been exposed to the campaign with users without campaign contact.
The results: Approaching three different target groups with tailored, relevant ads paid off well: brand awareness, affinity and purchase intent for the loan product were increased in all target groups. An increase of up to +34% in brand awareness, +37% in brand affinity and +44% in purchase intent was measured within the target groups with campaign contact – in comparison to users from the target groups who were not exposed to the campaign. Besides the gains in effectiveness, advertisers benefit from granular audience insights: e.g. the highest uplift in brand awareness and affinity was measured in the target group “bank switchers”, while the highest increase in purchase intent was achieved in the target group of users who intend to travel.
19 May 2016, London – Adform’s RTB Trend Report Europe 2015 shows slower but sustained growth in programmatic trading across Europe. The major study shows that, from January to December 2015, spending climbed 121.35% across Europe, down from 250% growth in 2014, with that the bulk of the growth occurring throughout the 2015 Christmas holiday season.
Publishers continue to reap greater rewards for offering a wider range of inventory to the real-time markets, with the average CPM up nearly 100% over the year. Mobile spend continues to be a key trend to watch, with 2015 in-app spend jumping 83.55% between July and September.
Equally significant, programmatic technology offers growing rewards for marketers, as evidenced by escalating engagement rates. In the fourth quarter of 2015, consumers spent an average of 16 seconds engaging with ads. Spending on rich media and synchronised banners demonstrate marketers’ effective use of these formats to capture the consumer’s attention.
Spending
Programmatic spending continues to reflect the overall advertising market, climbing slowly but steadily in the first quarter, followed by modest declines (17%) during the summer holidays. Once back-to-school shopping began, programmatic spending started its upward trajectory, growing 765.9% by the end of the year. From January to December 2015, overall spending increased 121.35%.
Other key highlights:
“It’s gratifying to see the sustained growth in programmatic marketing and the positive benefits for both publishers and advertisers. Our report clearly demonstrates that publishers who offer premium inventory via private marketplaces and rich media brand formats are rewarded with better yields. Furthermore, while creativity challenges within the advertising industry dominated the news agenda in 2015, it’s clear that some advertisers are really getting it right in the programmatic space, using creativity to captivate consumers, as evidenced by the 16 second engagement rate - a remarkable achievement,” said Martin Stockfleth Larson, CMO of Adform.
Publisher Success
Publishers continue to reap greater rewards for offering inventory to the real-time markets. From January to December 2015, the overall CPM average rose by 99.15%, with much of that growth (73%) occurring during the all-important back-to-school and Christmas holiday shopping seasons. Comparing Q4 14 to Q4 15, CPMs rose 92% in October, 91% in November, and 85% in December. CPMs grew across all device types from Q4 14 to Q4 15, with desktop earning the largest boost (111%), followed by smartphones (57%) and tablets (28%).
In-app inventory stands out in the report, with a greater than 83% lift in CPM from April to December, and a 200% increase from Q3 2015 to Q4 2015. Interestingly, the average CPM for in-app tablet inventory was more than 2x that of smartphone in-app. The high price in-app inventory provides an incentive for publishers to invest in creating mobile apps.
Strong Campaign Performance
Campaign performance throughout 2015 was strong across all metrics tracked: engagement rate and time, CTR and CPC. Average engagement time increased from 11.67 seconds in Q3 15 to an impressive 16 seconds in Q4 15. The average engagement rate across Europe increased from 1.05% to 1.51% in the same timeframe.
The average CTR increased 25% in 2015, and by 9.96% from Q3 15 to Q4 15. Rich media banners and private marketplace deals helped to drive the increases. Overall CPC increased by 42.9% in 2015 due to the rising cost of inventory. That said, in Q4 15, the CPC for private marketplaces declined by 12%.
Saturdays received the lowest number of requests (13%) for ads, and the highest number of clicks, representing a missed opportunity for marketers to reach consumers when they’re most inclined to engage. Mondays and Tuesdays received the most requests – 15.22% and 14.76% respectfully – yet delivered the lowest CTR.
Viewability
Across the continent, viewability reached 58.40%, up 2.03% from Q3 15, demonstrating increasing publisher progress in optimising their sites to ensure ads are in view.
Click here for a copy of the full report. Adform will be discussing the findings in this report as well as future programmatic trends at Cannes Lions this year from Wednesday, June 22 through Thursday, June. Those interested in more information can schedule a meeting with the team here.
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About Adform
Adform is the independent and open full stack ad-tech platform that encompasses creativity, data and trading, servicing media agencies, trading desks, brands and publishers globally. All of our solutions are modular, and easily inter-operate with all major technologies used throughout the digital advertising ecosystem. Adform was founded in Denmark in 2002 and is among the world’s largest private and independent advertising technology companies. We have over 700 employees globally, with offices in 18 countries throughout Europe, North America and APAC.
Visit https://www.adform.com or https://join.adform.com for more information.
To inject more play into our lives, IKEA has launched Lattjo, a new collection for playing that includes board games, musical instruments and costumes of characters inspired by nature. IKEA wanted to raise awareness of its new Lattjo collection within the Belgian market and in two di fferent languages, Dutch and French. Moreover, the furniture giant needed to increase its web and app traff ic.
To encourage people of all ages to try this collection and share a fun experience, IKEA has teamed up with Adform and Cadreon, who developed the right mobile strategy for IKEA to reach its target audience by using rich-media units for mobiles and tablets for the ultimate impact.
Get the slides here.
In December 2015, IAB Europe submitted its response to the European Commission’s public consultation on the role of online platforms. The latter was launched in the context of a plan, announced in the Commission’s Digital Single Market Strategy, to carry out a comprehensive assessment of the role of online platforms and intermediaries, which would help the Commission to define its digital regulatory objectives. In its response, IAB Europe warns against the risks associated with encompassing different types of digital players into one single legal concept, what’s more in an environment that sees constant and rapid evolution driven by digital innovation. There are platforms of all kind and and each must be considered in all its diversity.
Brussels, 23 May 2016 – IAB Europe commends the Commission on its continuing strong interest in promoting Europe’s digital economy, as evidenced by the e-Commerce Package of 3 initiatives issued today alongside a Communication on online platforms and a Proposal to revise Directive 2010/13/EU on Audiovisual Media Services. But the Association also cautions against the risk of legislative indigestion.
“The Juncker Commission is continuing to drive a broad and energetic digital regulatory agenda, much of which affects online advertising, whether directly or indirectly”, noted Allan Sørensen, Chairman of IAB Europe’s Policy Committee. “While the EU’s focus on the economic opportunities brought by digital is certainly welcome, launching so many initiatives more or less in parallel means that Member States, companies and consumers do not have time to understand the implications of one set of changes to the rules, before a new set is contemplated.”
“The ink is barely dry on the recently-agreed General Data Protection Regulation – even the data protection authorities say they will need two years to figure out what it all means – yet the Commission has already launched a review of the e-Privacy Directive and predicts a proposal will be adopted by year’s end. To add to the lack of clarity, a draft Directive on digital contracts amalgamates money and data and introduces new legal concepts that temper with the GDPR.”
“Today’s Communication on online platforms adds to the legislative swirl by placing a set of fundamentally different digital actors – including advertising players – under the aegis of a new EU-level concept of ‘online platform’. Strikingly, platforms of user-generated content are also officially called out in the Proposal on Audiovisual Media Services, which thus far only applied to actors having editorial control over content. This opens the door to additional confusion in the market.”
An optimal single European Digital Market requires clear harmonised rules and the absence of technical barriers. Whether the current regulatory blitz will deliver the culture of innovation and dynamism that EU entrepreneurs and consumers need remains to be seen.
For more information, please contact Townsend Feehan, IAB Europe CEO (feehan@iabeurope.eu) or Allan Sørensen, Policy Committee Chairman (as@danskemedier.dk).
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About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations. The online advertising
Industry is estimated to account for over a million jobs in Europe and contribute over EUR 100 billion to European GDP, and acts as an incubator of high-end data analytics and other digital skills that can then be deployed in the wider economy[1].
In 2006, the value of the EU market stood at €6.6 billion, versus €36.2 billion in 2015. This is an increase in spend of €30.2 billion and translates into a compound annual growth rate of 20.5%, or an average €3.0 billion per year[2]. With a year-on-year growth rate of 13.1% in 2015[3] compared to a 1.8% increase in overall Eurozone GDP[4], the digital advertising sector continues to outperform the overall EU economy.
Website: www.iabeurope.eu
Twitter: @IABEurope
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[1] Report by IHS, November 2015, "Paving the Way: how online advertising enables the digital economy of the future".
[2] IAB Europe AdEx Benchmark report - the state of online advertising in Europe. 2014.
[3] IAB Europe AdEx Benchmark H1 2015, December 2015.
Join us for a webinar showcasing the research awards winners to gain insight into best practice in advertising effectiveness and cross-device measurement.
Monday 13th June at 3pm CEST
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This is the first of two webinars showcasing the winners of our 2016 Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
This complimentary live webinar will share winning case studies of the Brand Advertising Effectiveness, Digital Advertising Formats, Advertising Solutions and Audience Measurement categories. You will have the opportunity to learn about advertising effectiveness, mobile advertising effectiveness and cross-device measurement and planning for effective campaigns
The winning case studies to be presented are:
Here is the recording of the webinar!
After registering you will receive a confirmation email containing information about joining the Webinar.
You can also register for the second Research Awards Webinar which will take place on Tuesday 5th July here.
Watch the recordings of our recent Programmatic Buy-side and Programmatic Sell-side webinars.
ICEEfest - Interactive Central and Eastern Europe Festival - is one of the largest Internet related festivals organized in the CEE and SE Europe.
More than 100 highly appreciated speakers are coming to this year edition (Bucharest, June 9&10), with Netflix giving the opening keynote. It's the first ever presentation in Eastern Europe for the giant network that has over 81 million subscribers all over the world.
Discover the full agenda on the festival's website.
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About ICEEfest:
Tickets @ ICEEfest 2016 are available on the official website.
At Interact 2016, IAB Europe announced the winners of its 2016 Research Awards, notably United Internet Media as the winner for the Advertising Solutions category and their research project:Awareness & Sale Boost by Sky Multi-Screen Storytelling Campaign.
Get the slides here.
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comScore continues its status as a certified solution for the digital ad market
LONDON, UK, 24 May, 2016 – comScore, Inc. (NASDAQ: SCOR) today announced that ABC UK (Audit Bureau of Circulations) has certified its Content Verification solution, continuing its status as a certified solution for the digital ad market in the UK. Content Verification is part of comScore validated Campaign Essentials™ (vCE®), which provides an unduplicated accounting of impressions delivered across a variety of key dimensions, including target audience (demographics), viewability, invalid traffic, brand safety and geography.
The ABC certificate provides transparency on the capability of Content Verification within comScore vCE, giving advertisers and agencies greater confidence in brand safety online in order to facilitate the trading process. comScore was one of the first companies to receive CV certification in 2012.
“comScore is committed to providing the highest level of brand safety for advertisers, minimising the risk of ad misplacement and protecting the reputation of brands.” said Duncan Trigg, comScore Senior Vice President of Advertising Effectiveness. “We are pleased to receive accreditation from the ABC again this year in the UK, as it highlights our commitment to bring transparency to the industry and help advertisers to make sure ads had a chance to make a real impact.”
“We are delighted that comScore vCE Validation technology has once again been certified against JICWEBS’ Content Verification Product Principles in the latest ABC CV Certification report.” said Simon Redlich, Chief Executive of ABC. “comScore’s commitment to independent testing to industry standards demonstrates its willingness to provide transparency, as well as confidence in the product’s ability to minimise risk of ad misplacement. The results shown in ABC’s latest CV report will assist media buyers in their decisions, providing them with information they need to trade with trust.”
Learn more about comScore vCE or contact us to request a live product demonstration.
To learn more about Third-Party Accreditation of comScore solutions, please visit: https://www.comscore.com/About-comScore/Third-Party-Review.
About comScore
comScore (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behaviour everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behaviour at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. For more information on comScore, please visit comscore.com
About ABC
ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’.
ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond. It has two roles:
ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies. They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.
ABC UK was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC UK CEO, Jerry Wright, is secretary. Richard Foan, Group Executive Director of Communication & Innovation, ABC UK, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.
For further information please visit www.abc.org.uk or contact David Cohen or Isabel Napier-Wilson at Eulogy! on 0203 077 2000/ abc@eulogy.co.uk
Contact:
Ana Laura Zain
Sr. Manager, Corporate Marketing, EMEA
comScore, Inc.
+44 20 3111 1730
worldpress@comscore.com
Following the success of the RTA series over the past two years, ACI’s 3rd edition of the Real-Time Advertising Summit will delve deeper into the main drivers, whilst showcasing best practices of the rapidly evolving programmatic landscape.
With the help of our expert Agenda Committee & extensive research with brands, agencies and media owners, we have put together an agenda focused on overcoming key challenges & exploring best opportunities in programmatic advertising.
Led by senior industry experts through case study presentations, interactive sessions & panel discussions, and extended networking opportunities, the two-day event will provide you a truly in-depth learning peer-to-peer platform.
Click here to view the full speaker line up and download the brochure
Mobile is everywhere with more than half of the global population owning a smartphone or tablet and developing a deeply personable relationship with their devices. As a consequence, mobile is expected to be the main driver of global adspend growth and will contribute a full 83% of the extra adspend between 2014 and 2017 according to ZenithOptimedia forecasts.
At Teads, we believe that mobile is not just another screen to be added to the video sta
ck. As users are more averse to advertising on mobile and more sensitive to intrusiveness, the industry needs to adapt video ad formats and creatives to mobile devices. This means reducing the length of the videos. The US leads the way, with 50% of campaigns planned with a mobile version of the ad in mind. If this shift in thinking doesn't happen, we risk speeding up the adoption of ad-blockers, missing the opportunity to make brands’ messages resonate with their audience.
On mobile, users are in a particular state of mind that differs to that of watching TV or working on a desktop. Mobile is flexible; it’s adaptable, it satisfies a curious appetite – be it immediate access to entertainment, shopping or friends. The day is fragmented in hundreds of micro-moments that each bring with them a new need and a new opportunity for brands to deliver relevant and engaging messages.
As content and context play an important part in the race for user attention, it comes as no surprise that native advertising formats are experiencing such stellar growth. Integrated in the feed of the content, they are very well adapted to mobile consumption, being viewable by default but not forced upon the user. Based on Teads’ video distribution expertise, this white-paper looks into the trends, challenges and opportunities offered by native mobile video advertising.
Get the slides here.
