At Interact 2016, IAB Europe announced the winners of its 2016 Research Awards, notably Facebook and Instragram as the winner for the Digital Advertising Formats category and their research project: The Instagram Effect.
To browse through the research, check the slideshare or download the document below!
Get the slides here.
The MIXX Awards (short for Marketing and Interactive Excellence Awards) reward the best Digital & Mobile and Media campaigns in Europe. All European cases that have won a Digital & Mobile or Media award in a national or international award show are invited to participate for free. The MIXX Awards mainly and solely goal is to celebrate and recognize the excellence in creative and effective Digital & Mobile and Media campaigns from all over Europe.
"Between Us" for Vodafone - By Y&R Team Red Istanbul / Mindshare (Turkey)
This blog article was originally published on the TYPES Blog. TYPES is a EU-funded programme under Horizon 2020 whose aim is to support growth in the online advertising industry through trust-enhancing tools and technologies, in the face of the growing popularity of advertising mitigation software such as ad blockers. IAB Europe plays a critical role in this programme, by providing insights and inputs from the digital advertising industry perspective.
In October 2015, the Court of Justice of the European Union (CJEU) declared the Safe Harbour scheme for transferring data from the EU to the U.S. to be invalid. Since then, quite a lot has happened. The Commission had already been in talks for some time before the Court’s decision on how to improve the scheme and make it fit or the modern age – after all, the Safe Harbour adequacy decision was adopted back in 2000, now sixteen years ago.
The big impetus behind the renewal of talks was the revelations by Edward Snowden in 2013 of indiscriminate collection of EU citizens’ personal data by U.S. security authorities. Privacy activist Max Schrems, then still a law student, brought a case against American tech companies in different EU Member States, including one against Facebook in Ireland which eventually made its way to the Court of Justice. At the time, the Commission was already in advanced talks with the US Department of Commerce on renewing the Safe Harbour scheme. Intensive negotiations went on during the months following the October decision by the CJEU, with pressure being put on the Commission by the Article 29 Working Party of national data protection authorities. They announced that they would allow private companies a ‘grace period’ until the end of January 2016 before starting to investigate the legal validity of data transfers to the U.S.
The Commission and the Dept of Commerce finally came to an agreement two days after this deadline, on 2 February. They then published the new, rebranded “Privacy Shield” at the end of February 2016, along with many documents. The Working Party announced it would come to a decision in April, and chose the week of 11 April to publish its Opinion on the Privacy Shield. It wasn’t very positive – there was much criticism of the draft adequacy decision, both in terms of commercial aspects and the supposed ‘assurances’ from the U.S. government about access to data transferred under the scheme.
Sophie in ‘t Veld, MEP for the ALDE Group, shares many of the concerns of the Article 29 Working Party and, with the backing of her group and the S&D group, also plans to put forward a resolution criticising the Commission’s proposed adequacy decision. The Commissioner in charge of the dossier, Věra Jourová (Justice, Consumers and Gender Equality) acknowledged the concerns and said that she hoped to iron them out. However, she also drew attention to the fact that the opinion of the Working Party is not binding. At the same time, the U.S. has indicated that they have no intention to reopen the agreement on any substantive issues.
So what happens now? If in ‘t Veld’s resolution were to pass, it would not be binding on the Commission but nonetheless send a strong political signal from the European Parliament. The Working Party’s opinion is also not binding, but because it is made up of the very data protection authorities which must enforce the Privacy Shield their opinion must be considered seriously. Alleviating their concerns without changing the substance of the adequacy decision, however, does not seem a straightforward task.
With stark criticism from the home camp and a reluctance to change the deal from the U.S. side, Commissioner Jourová is put in the unenviable position of having to come up with a solution. Unless, of course, the committee of national experts on data protection approves the Privacy Shield. They are technically the only piece of the puzzle left for the adoption of the new adequacy decision, and a positive decision from them, which is expected in the month of May or June, would mean a legislative green light for the European Commission.
Until we know what the national experts decide, the crucial question will remain whether the Privacy Shield is, as some have taken to calling it, Schrems-proof. On the one hand, businesses need the legal certainty of an adequacy decision to continue transferring data to the U.S. It is just a simple reality of the modern economy that large amounts of data need to be transferred, which is why businesses want it concluded as soon as possible. The question could reasonably be asked, however, if there is much point to rushing out an adequacy decision that is doomed to be struck down again by the CJEU for invalidity. It would obviously not happen immediately, which means that the negotiators from across the Atlantic will be acting under a new President.
For a more technical piece on the Safe Harbour framework and the CJEU decision, see my previous blog ‘Is a Safer “Safe Harbour” on the Way?’.
Lisbon, 13th May 2016 - IAB Europe is pleased to announce the winners of its 2016 Research Awards; Yahoo!, BBC Global News Ltd, IAB UK, Instagram / Facebook, Millward Brown, United Internet Media, comScore and News UK, Gemius and The Guardian.
The awards recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry. The winners were announced last night at the gala dinner held as part of IAB Europe’s Interact conference in Lisbon (www.interactcongress.eu).
Alison Fennah, Executive Business Advisor for IAB Europe said: “Congratulations to all of our 2016 winners and highly commended entries, whose projects will become part of IAB Europe’s best practice libraries used and referenced by industry professionals. We are pleased to see the quality of entries improving and the number of markets participating increasing.”
IAB Europe’s libraries showcase best practice multi-device research and brand ad effectiveness case studies.
The 2016 winning and highly commended entries are:
| Category: Brand Advertising Effectiveness | |
| Organisation | Entry title |
| Winner:
Yahoo! |
Return on Inspiration: New World Content Marketing |
| Highly Commended:
BBC Global News Ltd |
The Science of Engagement |
| Category: Consumer Attitudes and Behaviour | |
| Organisation | Entry title |
| Winner:
BBC Global News Ltd |
The Science of Engagement |
| Category: Consumer Devices | |
| Organisation | Entry title |
| Winner:
IAB UK |
Real_Living: How devices compete for attention in the living room |
| Category: Digital Advertising Formats | |
| Organisation | Entry title |
| Winner:
Instagram / Facebook |
The Instagram Effect |
| Highly Commended:
Millward Brown |
AdReaction: Video Creative in a Digital World |
| Category: Advertising Solutions | |
| Organisation | Entry title |
| Winner:
United Internet Media |
Awareness & Sale Boost by Sky Multi-Screen Storytelling Campaign |
| Category: Research and Data Innovation | |
| Organisation | Entry title |
| Winner:
comScore & News UK |
Project Footprint - Exploring Consumers’ Online & Offline Behaviours |
| Category: Audience Measurement | |
| Organisation | Entry title |
| Winner:
Gemius |
Overnight™ - Revolution in Delivering Final and Complete Internet Audience Results |
Attila Weisz, Business Development Director at Gemius said: "We are truly honoured and humbled at Gemius to win this important award for the second time in a row in 2016. It reinforces our strongest commitment to data science lead innovation - of which more products and services will emerge in the very near future, for the benefit of both European and global digital ecosystem."
| Category: Best Use of Research Budget | |
| Organisation | Entry title |
| Winner:
The Guardian |
The Guardian Guide to Context |
Nick Hiddleston, Research Director Worldwide at ZenithOptimedia was Chairman of the 2016 Jury which and was 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.
Lisbon, 11th May 2016 – At the 10th edition of its annual Interact conference today, IAB Europe announced that online advertising grew 13.1% to a market value of €36.4bn in 2015 surpassing the €33.3bn European TV market.
The AdEx Benchmark research – the definitive guide to the state of the European online advertising market – revealed a €30bn net addition to the online ad market in the last 10 years. All markets participating in the study recorded positive growth, a total of twenty markets grew double-digit for the second year running (three markets recording 30%+ growth, a further nine showing 20%+ growth and a further eight 10%+ growth). Mobile and video formats continue to show strong growth.
Townsend Feehan, CEO of IAB Europe, commented “These results confirm the lead position for digital advertising in the European media landscape echoing today's digital first consumer environment. Given the ever-increasing contribution of digital advertising to the economy and its role in the delivery of digital content and services we must continue to foster European innovation and empower our businesses to compete across the globe.”
The IAB Europe AdEx Benchmark study splits the online ad market into three broad segments: Display, Search and Classifieds and Directories. Growth in these online advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.
Display advertising outperformed other categories with a growth rate of 17.4% and the pace of Display growth further accelerated versus 2014. In 2015, the total value of the Display ad market was €13.9bn.
Search showed growth of 12.6% - and a market value of €16.9 billion. It continues to be the largest online advertising format in terms of revenue, and has increased its growth in 2015 after a slight decrease in 2014.
Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research said, "Over the past ten years, online advertising in Europe has morphed from an afterthought in media buying into an indispensable set of channels for reaching and engaging consumers that now trumps TV in terms of overall marketer spend. Online advertising today stands for a diversified infrastructure that caters to multiple marketing objectives from direct response to branding, as the sustained growth of both paid-for-search and video in our study demonstrates.”
Mobile and video continue to be the key growth drivers of the European online ad market and this becomes increasingly apparent when looking at the more advanced mobile economies (like the UK and Ireland) where nearly 50% of online advertising is now generated on mobile.
Mobile display now accounts for €3.5bn or 25.4% of the display market, with a growth rate of 60.5% compared with 2014. Online video advertising also showed strong growth, now representing 16.7% of the display market.
Eleni Marouli, a Principal Analyst at IHS Technology and author of the report said "It is a fitting milestone to see online overtake TV as the largest advertising medium on the tenth anniversary of the AdEx Benchmark edition. In a challenging economic environment and flat media market, online advertising has been the shining star, keeping the European advertising market afloat and again in 2015 lifting it out of decline. Mature and emerging markets alike have noted strong growth rates again this year, demonstrating that innovation in formats, data and targeting continues to attract performance and brand budgets online."
The top 10 list of markets are as follows. Top 3 Individual growth markets were:
Top 10 Rankings
The AdEx Benchmark is available for download here.
Media please contact: Alison Fennah - fennah@iabeurope.eu
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About IAB Europe’s AdEx Benchmark
The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analyzed by IHS Technology. The report includes market size and value information for 2015 for the following markets: Austria, Belarus, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2015 January- December. This is the tenth AdEx Benchmark which began in the calendar year 2006.
Display includes PC-based and mobile banners, rich media and video formats.
See further explanatory note on data below.
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About IAB Europe
IAB Europe is the voice of digital business and the leading European-level industry association for the interactive advertising ecosystem. Its mission is to promote the development of this young and 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
www.iabeurope.eu @IABEurope IAB Europe
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About IHS Technology’s Advertising Media Intelligence Service
IHS Advertising Media Intelligence Service provides its clients with a holistic and global view of a rapidly evolving advertising and marketing landscape. Developed and maintained by a team of expert analysts, it offers accurate, continuously updated market data, forecasts and reports that give our clients deep perspective on a dynamic advertising market. As the only global product that offers the same detail and scope for both established and emerging media we provide a unique, independent and objective view.
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About IHS (www.ihs.com)
IHS (NYSE: IHS) is the leading source of insight, analytics and expertise in critical areas that shape today’s business landscape. Businesses and governments in more than 150 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs about 8,800 people in 32 countries around the world.
Explanatory note on IAB Europe/IHS Technology AdEx Benchmark figures
Each national IAB in Europe runs its own annual online advertising spending study and the IAB Europe AdEx Benchmark figures are based on these results. As the methodology of the studies varies country by country, IAB Europe and IHS Technology have defined methodology rules to represent the figures in such a way as to make them realistically comparable. This involves:
The old phrase ‘Europe is like the US, but three to five years behind’. Where have we heard this before? It seems like every digital marketing generation needs to learn the same lesson over and over again. So here it is - Europe is different, and not a time delayed template copy of the US. The same lesson applies in programmatic and data activation.
Programmatic media buys are increasingly part of every media plan, including premium campaigns. Programmatic approaches are spreading from the web to mobile and into television. A natural consequence of this traction is that, in Europe, advertisers, agencies and specialist providers are scrambling to develop programmatic and data activation strategies and to make this part of their marketing approaches.
US and Europe: Lumascape maps versus a patchwork quilt
They are finding, however, that this is anything but simple. On the one hand, the US seemingly has all the answers. Beautifully developed Lumascape maps showing all the players and their respective areas, standardized services provided by Data Management Platforms (DMPs) and Demand Side Platforms (DSPs) including simple and straightforward means for on-ramping offline and Customer Relationship Management (CRM) data. A wide range of third party data is readily available to enhance premium targeting. Private marketing clouds can be relatively easily built by advertisers anxious not to see their data leaked into big data pools.
Europe, on the other hand, is more of a patchwork quilt. Many countries have local tech champions and it’s not always size that matters. Deep local knowledge is required to understand which combination of global and local partners to work with in each market.
The IAB Europe panel: discussing the European approach to programmatic
But maybe the European landscape is confusing only at first sight. GfK has been invited by IAB Europe to participate in a panel of European programmatic leaders and experts at its Interact in Lisbon on May 11, 2016, to discuss the European approach to Programmatic.
Here are some soundbites of the upcoming panel:
"I have heard very clever people say that Europe is a 'white space' in terms of programmatic. This is a ridiculous hypothesis given the amount of activity we see here by publishers, brands, ad tech companies, agencies and data providers. Take the publisher alliances of Pangaea (UK) and eMetriq (Germany), for example, in which anonymous data is shared to improve insight and targeting. European start-ups such as Eyeota or Adsquare have developed novel approaches to onboarding third party data while protecting personal information. And we are only at the beginning of this development. Publishers, start-ups, US players and data providers are working right now on exciting new approaches which will ensure that Europe will be a dynamic growth market for years. Instead of finding a confusing mess of incomprehensible markets, Europe will provide safe, sound and smart ways to reach their customers for to advertisers willing to engage themselves here."
“In Europe, it is essential for marketers and agencies to have a market by market approach to be able to activate the best local opportunities either in terms of publisher opportunities but also when it comes to data and adtech sometimes. We, marketers and agencies need to protect our local and European publishers in order to give them the opportunity to scale.”
“Digital is creating immense opportunity for marketers to engage with people more effectively. Relying upon data & automation, it’s possible for brand & response marketers to offer a relevant message at the right moment to make people laugh, cry-out or buy! Much of the digital ecosystem originated in the US, but Europe is a very different world where one-size doesn’t necessarily fit all. We are excited to discuss the areas of complexity in order to illuminate the means & opportunities to invent a new programmatic model for and in Europe.”
Digital ad spend in Poland experienced 20% growth in 2015, IAB Poland & PwC Adspend Study reveals
Highest growth was in display ad spend and video grew by 34%
Find out more here and download the infographic below
Ad fraud creates uncertainty, leading to a breakdown in trust that threatens to damage the entire industry. Here’s what’s being done to put a stop to it.
The digital advertising ecosystem is built on trust, working at its best when all participants are good, and when no one tries to deceive anyone else. That’s why ad fraud is potentially damaging – it can erode trust. Advertisers need assurance that their ads will be visible in the right places, and publishers want to be sure they aren’t losing revenue when fraudulent ads are sold in their name. But eradicating ad fraud is a collective effort and success will hinge on collaboration by all players in the industry. We’ve worked closely with TAG, the IAB, and other key players in the industry to tackle many of the issues around ad fraud, and we are committed to continuing and building on these efforts as the industry moves forward.
At Google, we have a global team with more than 100 people dedicated to fighting ad fraud through a combination of engineering, operations, and policy. Our mission is to make the Google ecosystem safer for those who use it – including advertisers, agencies, and publishers who choose to use our platforms to support their digital marketing efforts – creating greater integrity and more transparency.
We’ve worked hard to protect our ad systems, and we will continue to do so. This article highlights some of the key areas we’ve focussed on in the past year, with the aim of showing some of the ways that Google is fighting ad fraud. We’re also sharing these insights to spur other players in the industry to take action against these threats.
In light of the positive changes to come, we’ve asked two of our collaborators to share their outlook on combatting ad fraud in the coming year. Here are perspectives from publishers FT.com and consultants MediaMath.
2016 will be marked by increased collaboration, awareness, and trust in the industry. Despite efforts by fraudsters to cheat the system, we and others in the industry are making strides towards making the digital ecosystem a safe place for brands, publishers, and users.
Be sure to check out the Google report ‘How we fought bad ads in 2015’ for additional information on how we also kept bad ads out of our systems.
Breadth of Adform platforms will allow local media agencies, trading desks, brands and publishers to enjoy seamless cross-screen advertising experiences
LONDON and NEW YORK, 28 April 2016 – Adform, the independent and open full stack ad-tech platform, today announced the opening of new offices in Singapore and Istanbul to service media agencies, trading desks, brands and publishers throughout the Asia Pacific (APAC) and Middle East regions.
The expansion into APAC builds on Adform’s considerable success in Europe and North America, and is in direct response to demand from global clients seeking to support multi-national digital advertising campaigns.
Expanding into Turkey is a direct result of increasing local demand for digital advertising. Over the course of 2015, spending for programmatic alone increased by 82% in the country and is poised to continue as the market matures. Furthermore, the Middle East region as a whole presents significant opportunities – particularly in mobile – for brands seeking to engage region’s social media and tech savvy population.
Cem Eroglu will head Adform’s commercial operation in Turkey. Eroglu has worked in the industry since 2007 when he helped Yahoo!’s Right Media Exchange bring RTB technology to Turkey. More recently, he served as head of sales for ReklamStore, a performance-based advertising network in Turkey.
“The digital advertising ecosystem in Turkey and the Middle East is highly fragmented, which poses significant challenges to local media agencies, brands and publishers. We’re looking forward to offering them streamlined workflows and end-to-end platforms so that agencies, advertisers and publishers can enjoy a seamless digital advertising experience,” said Martin Stockfleth Larsen, Chief Marketing Officer at Adform.
“Bringing Adform in-market benefits the entire region. Local consumers are sophisticated users of digital and social media, and Adform will help publishers and brands keep up with their sophistication,” said Cem Eroglu.
Rohit Kumar, a seasoned specialist in digital advertising and programmatic marketing, will lead the new Adform APAC team. He will work closely with Adform leadership to localize the platforms for key markets in the region, as well as helping to build out a local leadership team in Singapore and beyond.
Mr. Kumar brings considerable expertise to Adform, having previously worked at Google and serving as a founding member of Google’s Ad Exchange team. For the past three years he has been stationed in Singapore, serving as managing director for Sociomantic Labs.
“Adform’s approach to digital ad-tech is particularly important to the APAC market. We offer a seamless digital advertising experience unique in the marketplace, one that eliminates the need for numerous point solutions, manual interventions, and reconciliation of the discrepancies that occur when working across multiple platforms, regardless of whether you’re on the sell side or buy side,” explained Martin Stockfleth Larsen, Chief Marketing Officer of Adform.
"Adform has evolved rapidly over the years, and the breadth and depth of Adform's technology stack is staggering,” said Mr. Kumar. “Now in its 15th year of operation, I consider Adform to be ad tech's best kept secret and I'm excited to be bringing this technology into Asia.”
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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
Online marketing is in a state of flux. From fraud to ad-blocking, brand marketers are really up against it. Great brands are built and optimised over decades, but with the recent explosion of digital tools marketers have the ability to tinker in real-time.
The shift has provided a myriad of benefits but also several hurdles, how marketers are dealing with these was the subject of some recent research.
Our friends at ‘The Programmatic Pioneers Summit’ surveyed 100 senior marketers about their feelings on programmatic advertising, including the investment they plan to allocate to it over the next few years, how confident they are in implementing it and what barriers they face in their organisation.
Some topics raised in the report include:
For the latest industry figures and survey results, get your free copy of the full report here: https://bit.ly/21gXV0Y
