An ad must have the opportunity to be seen in order to have the opportunity to make an impact, which makes viewability a critical component of campaign delivery. Daily alerting and access to metrics that identify opportunities for improvement are essential to make sure ads have the best chance to be seen by target audiences.
This case study explores how an Auto Manufacturer and its agency used comScore validated Campaign Essentials™ (vCE®) to optimise viewability in-flight, resulting in an 86% increase in viewability for a key publisher partner.
The adoption of the GDPR which will apply with direct effect in all EU Member States from May 2018, along with the agreement reached on the EU-US Privacy Shield and the review process of the e-privacy directive, are regarded as crucial steps towards a thriving digital economy and a successful European Digital Single Market.
This year’s conference will discuss the implementation of the new rules and ask how organisations need to rethink their privacy and data protection policies. It will also explore how data-driven innovation can be supported while preserving consumers’ and citizens’ privacy, as well as discussing the extent to which achieving a level-playing field for all market players is possible. Finally, it will examine the new EU Data Protection rules within a global context.
IAB Europe CEO, Townsend Feehan will participate to following panel:
The European Commission is expected to release a new legislative proposal on ePrivacy by the end of 2016, following a stakeholder consultation that took place earlier on this year. This session will discuss what updates to the ePrivacy Directive may be required so that it is aligned with the GDPR, and to ensure it remains consistent with future market and technological developments in the electronic communications sector.
Panellists:
Rosa Barcelo, Head of Sector, Digital Privacy, DG CONNECT, European Commission
Claus-Dieter Ulmer, Senior Vice President, Group Privacy, Deutsche Telekom
Jeremy Rollison, Director, EU Government Affairs, Microsoft
Townsend Feehan, CEO, Interactive Advertising Bureau Europe
David Martin, Senior Legal Officer, BEUC
Moderator:
Duncan Robinson, Brussels Correspondent, Financial Times
See more here.
IAB Europe has held two webinars to dive deeper into the key considerations for developing programmatic strategies outlined in our recent infographics produced by the IAB Europe Programmatic Trading Committee.
The first webinar looked at the key steps for a sell-side strategy aiming to help publishers implement programmatic effectively. The second provided insight into developing a buy-side strategy and will help advertisers to understand what key things they should be thinking about in relation to programmatic.
The buy-side webinar aims to help advertisers consider:
The speakers:
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| Oliver Gertz, Managing Director Interaction EMEA and Programmatic Lead Global Clients, MediaCom | Johan Houben, Global Connections Director - Head of Programmatic, Coca-Cola | Graham Wylie, Chairman of the IAB Europe Programmatic Trading Committee | Ben Geach, Head of Technology Services EMEA, Turn |
Watch the recording of the webinar here.
The sell-side webinar aims to help publishers consider:
The speakers:
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| David Goddard, Global Head of Programmatic Trading, BBC Worldwide | Rene Plug, Chief Strategy Officer, Improve Digital | Michelle Raubenheimer, Senior Publisher Development Manager EMEA, PulsePoint | David Frew, Senior Programmes Manager, IAB UK |
Watch the recording of the webinar below.
In today’s digital world, interaction and engagement with advertising is key to marketers, consumers however are becoming more selective about the information they read and less tolerant of intrusive advertising. To encourage participation with advertising digital marketers are looking to interactive and creative advertising formats, but do these work? With this in mind, Publicitas, in partnership with market research leader, Kantar Millward Brown, and Honor, the mobile phone brand, have compared consumers’ reactions between mobile and video advertising formats1.
The Format Effect Series, carried out by Publicitas, is the first global research programme of its kind offering a global view on the emotional connection that mobile and video ad formats have with consumers. The Format Effect Part I, focused on mobile advertising formats and consumers’ emotional engagement with these formats. The results of part one were released on the 28th September and today marks the launch of The Format Effect Part II – Video, alongside the complete combined white paper, The Format Effect Series.
The white paper as well as infographics for both the mobile and video sections of the study are available on the Publicitas website.
Get the whitepaper below.
Brussels, 23 November 2016 – With media independence a hot topic across Europe and around the world, European publishers today called on the Juncker Commission to ensure that future “ePrivacy” rules do not needlessly deprive them of a critical revenue stream as they manage the difficult transitional to digital. The publishers are concerned that the current review of the ePrivacy Directive (Directive 2002/58/EC, also known as the ‘Cookie Directive’), may lead to new constraints on low-risk data processing for advertising purposes, including rules that would in effect force them to provide content for free. Over 90 European publishers, brought together by 26 European national Interactive Advertising Bureaus (IABs), IAB Europe and leading European publisher associations EPC (European Publishers Council), NME (News Media Europe), EMMA (European Magazine Media Association) and ENPA (European Newspaper Publishers’ Association), co-signed a letter to Commission Vice-President Andrus Ansip and Commissioner Günther Oettinger highlighting their concerns.
The letter calls on the European Commission to recognise the critical role that interest-based advertising plays in the financing of online media. Media plurality, and ultimately functioning democracies, depend on media having diverse revenue streams. These must inclue advertising.
Get the slides here.
“European digital media and services overwhelmingly depend on data driven online advertising” said Townsend Feehan, CEO of IAB Europe “76% of all online media revenues and more than 50% of all mobile app revenues come from such advertising.[1] Moreover, data driven interest-targeting of advertisements has been shown to increase the value and effectiveness of online advertising by more than 200% on average”.[2]
“The Internet as we know it is advertising-funded. Advertising enables billions of users worldwide to access news, information, education, entertainment and other services online for free or at low cost. Consumers have grown accustomed to, and expect, quality content to be made available to them at no monetary cost. The new ePrivacy instrument must therefore not require the provision of a subscription-based alternative and it must be absolutely clear that online services and publishers continue to have full control over the terms and conditions under which users may access their offerings, including the condition that user data is lawfully processed to deliver interest-based advertising in full compliance with data protection laws.”
Angela Mills Wade, Executive Director of the European Publishers Council said:
“Staying in touch with the news is as important as ever for millions of European citizens and those of us lucky enough to enjoy life under a democracy often take our press freedom for granted. Yet it is that press freedom and the provision of 24/7 news, entertainment, sports, political enquiry and investigative journalism that underpins our democracy, much of which is funded by data-driven advertising to ensure the widest possible audience on the open web, free to the readers. Breaking news or in-depth investigative reports, sports coverage or feature writing is not just popular to read and share across social media, but expensive and risky to produce. Data-driven, interest based advertising is highly effective and therefore the most valuable form to those press publishers who rely on advertising to support the production of professional, fact-based journalism. European regulators need to make the link between what European citizens value and how it is funded and ensure that legislation doesn’t cut off indispensable revenues”.
The group also asks the Commission to follow its own Better Regulation Agenda[3] and encourage effective self- and co-regulatory alternatives to legislation. The online advertising ecosystem has already set up the flexible and adaptive multi-stakeholder OBA Self-Regulatory Programme[4] to provide users with transparency, choice and control over targeted online ads.
The letter can be accessed here.
For more information, please contact:
Townsend Feehan, CEO IAB Europe (feehan@iaeurope.eu)
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] IAB Europe-IHS Report. Paving the way: how online advertising enables the digital economy of the future. 2015, available at https://iabeurope.eu/files/9614/4844/3542/IAB_IHS_Euro_Ad_Macro_FINALpdf.pdf.
[2] Howard Beales, The Value of Behavioral Targeting. 2009, available at https://www.networkadvertising.org/pdfs/Beales_NAI_Study.pdf.
[3] “Better regulation for better results - An EU Agenda, setting out the overall strategic approach”. 2015, available at https://ec.europa.eu/info/sites/info/files/communication-better-regulation-for-better-results-an-eu-agenda_may2015_en.pdf.
[4] European Digital Interactive Advertising Alliance (IAB Europe Framework for Online Behavioural Advertising), available at https://www.edaa.eu.
Knowing the impact of advertising on consumers’ behaviour – and being able to demonstrate this – is critically important when evaluating the full effect of online advertising.
To answer this need, News UK partnered with comScore and Keller Fay on Project Footprint. This major piece of research sought to quantify the correlation between readers’ ad exposure and their subsequent online behaviour, offline conversations and actual purchases.
Learn how comScore helped News UK achieve significant benefits, including:
Demonstrating advertising impact:
Expanding commercial opportunities:
Garnering industry recognition:
Brussels 23 November - IAB Europe, in collaboration with IHS Markit, has today published the AdEx Benchmark H1 2016 study. The data reveals that online advertising grew 13.4% to €18.6bn for the first half of 2016 from €16.4bn in H1 2015 and is expected to continue double-digit growth for the full year of 2016.
The AdEx Benchmark H1 2016 study reveals that mobile was central to the growth of online advertising across all formats; mobile display grew by 61.3% and mobile search by 57.3%. Mobile display was particularly prominent in the CEE region where it experienced a growth of more than 100%. The CEE region helped to drive the overall growth with an increase of 16.2% whilst the more mature markets in Western Europe experienced a growth of 13.1%.
Display advertising growth continues to outpace search[1]; display grew by 18.2% and search by 13.3%. Display reached nearly €7bn in H1 2016 representing 37% of total online advertising whilst search accounts for 47%. Indeed, in Central and Eastern Europe display experienced a 27.1% growth, the highest of all formats, suggesting an improvement in targeting, formats and data strategies for brand advertising.
The recent IAB Europe Attitudes to Digital Video Advertising research shows that nearly all stakeholders are now deploying some form of digital video advertising strategy, with over 90% of advertisers, media agencies and publishers claiming that they are using the channel. It is no surprise then that video advertising experienced a growth rate of 46% reaching €1.6bn.
Townsend Feehan, CEO of IAB Europe said:
“The H1 2016 AdEx Benchmark study reveals that marketers are realising the potential of mobile as an important channel for brand advertising and demonstrates improvements in technology and formats.”
Eleni Marouli, Principal Analyst of IHS Markit said:
“Strong economic growth in all the European Big 5 for the first time since 2010, underpinned the surge in online advertising in H1 2016, lifting all formats up from H1 2015. Mobile was the key driver of growth in both search and display, accounting for one in three euros spent in Europe. IHS expects mobile to continue to play a primary role in European online advertising and to maintain growth at a double-digit level for FY 2016.”
Anne Goodman, Vice-Chair of the IAB Europe Board and SVP Sales Enablement, Ad Technology & Operations BBC Advertising, division of BBC Worldwide said:
“Online video is key to the growth of online advertising as brand advertisers look to build brand awareness and publishers to provide engaging content for their users. Video will continue to expand its share of online display advertising as inventory supply increases.”
Martin Stockfleth Larson, Chief Marketing Officer of Adform said:
“The trend in Europe is completely in line with what we see globally. Brand advertising spend is moving online at a rapid pace, as a consequence of the modern consumer’s media behaviour towards mobile and connected devices. The growth in mobile, video and native will continue, as the advertiser will become smarter around data and automation.”
Joy Dean, Partnerships Director, UK & Western Europe of Widespace said:
“Consumers are spending much longer consuming content online via mobile, creating an even greater opportunity to connect, one-to-one, on these devices than ever before. Alongside this, the increased abundance of premium, rich media ad formats – in particular video formats that go beyond pre-roll, such as out-stream – are pushing the shift and attracting brand ad spend that’s usually spent on more traditional channels, such as TV. We are excited to see how the market is beginning to think differently about mobile and mobile video as a branding tool.”
For more information, please contact:
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)
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.
About IHS Markit
IHS Markit is a publically owned company head-quartered in London, with over 13,000 employees based in over 30 countries throughout the world. IHS Markit offers information, analytics and expertise to organizations around the world. They depend on our insights to help them make decisions about everything from day-to-day operations to long-term investments.
IHS Markit proposes to approach this research topic through the Technology, Media & Telecom division which will lead the project and includes experts on transmission infrastructure, transmission services, media management, telecommunications networks, media and devices.
IHS Markit Technology provides support to our customers in the areas of component, industrial, commercial and consumer technology, including applications and sales channels to consumer markets in media, advertising, data, voice and mobile.
About IHS Markit 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, IHS provides a unique, independent and objective view.
[1] Paid-for-search
The AdEx Benchmark H1 2016 study reveals that mobile was central to the growth of online advertising across all formats; mobile display grew by 61.3% and mobile search by 57.3%. Mobile display was particularly prominent in the CEE region where it experienced a growth of more than 100%. The CEE region helped to drive the overall growth with an increase of 16.2% whilst the more mature markets in Western Europe experienced a growth of 13.1%.
Display advertising growth continues to outpace search*; display grew by 18.2% and search by 13.3%. Display reached nearly €7bn in H1 2016 representing 37% of total online advertising whilst search accounts for 47%. Indeed, in Central and Eastern Europe display experienced a 27.1% growth, the highest of all formats, suggesting an improvement in targeting, formats and data strategies for brand advertising.
The recent IAB Europe Attitudes to Digital Video Advertising research shows that nearly all stakeholders are now deploying some form of digital video advertising strategy, with over 90% of advertisers, media agencies and publishers claiming that they are using the channel. It is no surprise then that video advertising experienced a growth rate of 46% reaching €1.6bn.
* Paid-for-search
The proportion of online display advertising blocked on the desktop is continuously decreasing: in the third quarter of this year, 19.11 per cent of page impressions were prevented from delivering online advertising - in the same quarter of the previous year it was still 21.16 per cent. This results in the recent measurement of the online marketers' circle (OVK) in the BVDW.
Read more here. (In German)
Consumers are using an ever-increasing variety of channels and touch points across media to shop and to consume content. The interactions and behaviours across these touch points; online video, news and information sites, social media, gaming, to name a few, create myriad data points that initially can seem disconnected. The IAB Europe Using Data Effectively in Programmatic white paper provides guidance on the types of audience data available and how they can be used to execute effective programmatic advertising.
The white paper addresses:
IAB Europe would like to thank the white paper leaders that helped to edit and compile the final draft:
And the white paper contributors that provided the content for the white paper:
In today’s constantly-growing digital space, effective inventory monetization can be a substantial challenge for digital publishers. While advertisers are willing to pay a premium for hypertargeted, custom ad packages, creating these refined segments can be a costly and time-consuming process - leaving publishers with holes of unmonitized content.
In this case study, learn how comScore Activation provided Hearst with an automated solution for the scalable creation of custom packages, resulting in significant benefits:
In the past 20 years, the proportion of non-US internet users measured by comScore has increased from 34% of the global desktop population to 89%, with EMEA now accounting for a third of this audience across the globe.
Global trends such as the growth of mobile platforms have created new digital time, and distributed audiences across devices. Understanding nuances of each platform, important synergies between them, and subtleties unique to the UK are key to making the most of consumers’ shift to multi-platform usage.
Some key insights:
Read the original report here.
