Brussels, 27 April 2017 - Advertisers, agencies and publishers are looking for options for delivering brand advertising campaigns via digital video ad formats, the first IAB Europe Video Ad Formats survey reveals.
Based on a survey of approximately 700 advertisers, agencies and publishers from across 31 markets, the study provides insight into the video ad formats landscape across Europe, including the current usage for brand advertising campaigns, trends and technological specifications.
The research reveals that there are three dominant formats across all devices in the European video advertising market which are the in-stream pre-roll format, out-stream in-article / in-page format and broadcast 30 second spot. These formats lead in terms of current usage, trends and ROI across the industry with little variation between advertisers, agencies and publishers.
Key findings of the report:
Video advertising is a key topic within the IAB Europe’s 2017 annual plan and is driven by the Video Ad Formats Task Force. Other recent outputs include the Attitudes to Digital Video Advertising report. The topic will also be explored further at the annual IAB Europe Interact Conference on the 23-24 May in Amsterdam.
Download the European Video Ad Format Landscape Infographic and Report here.
Mark Melling, Director of Video, EMEA at AOL said: “When we look at the most popular video formats being used across Europe it’s no surprise that 30 second pre-roll ads are so high on advertisers’ lists given it’s the easiest way to put TV ads into digital. But we as an industry need to be careful of simply taking the “easy route” at the expense of user experience, we need to ensure creativity and custom experiences are at the forefront of what we do. Our own video creative research shows that where 30 second ads drive highest recall amongst consumers, it is actually 15 second ads that drive highest affinity and purchase intent. This means that if completion rates are advertisers’ KPI then the shorter the length of the video the higher the completion rate. It is great to see the rise of native advertising formats such as out-stream which enable advertisers to provide a consumer experience that doesn’t disrupt or interrupt their content experience What will be exciting will be looking at the new formats that we can create as an industry for immersive environments such as 360 degree video, VR and even AR: where video will continue to have a huge role in brand communications but where things like interactivity and creativity could become the make-or-break for whether a consumer will allow you to interact with them or not.”
James Palmer, Global Investment Manager at Mediacom said: “Online video continues to provide advertisers with growing and varying opportunities to deliver brand messages. Understanding these different formats and how each can serve different campaign and brand objectives is very important in order to get the most out of online video. In an age of ad-blocking, advertisers need to be more mindful than ever of user experience in order to guarantee impact.”
Dana Ghazzi, Video Product Manager at Improve Digital said: “This report from IAB Europe is in line with what we see in the market with our content providers and buying partners. Out-stream adoption in particular is increasing, proving to be a valuable and attractive format for advertisers, whilst enabling content providers to expand their video inventory offering in a user-friendly way. This report shows that the video advertising industry is fast-moving, and thinking beyond pre-roll on a single device.”
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 Interact
Interact is the premiere gathering of Europe’s digital advertising industry, where leaders advertisers, industry experts, agencies and media owners come together to celebrate the achievements of the industry, analyse emerging business and technology trends, and reflect together on the challenges for the coming year and how best to address them.
Find out more and check out the impressive line-up of speakers here: www.interactcongress.eu
Advertisers, agencies and publishers are looking for options for delivering brand advertising campaigns via digital video ad formats, the first IAB Europe Video Ad Formats survey reveals.
Based on a survey of approximately 700 advertisers, agencies and publishers from across 31 markets, the study provides insight into the video ad formats landscape across Europe, including the current usage for brand advertising campaigns, trends and technological specifications.
The research reveals that there are three dominant formats across all devices in the European video advertising market which are the in-stream pre-roll format, out-stream in-article / in-page format and broadcast 30 second spot. These formats lead in terms of current usage, trends and ROI across the industry with little variation between advertisers, agencies and publishers.
Key findings of the report:
Register and download the report below.
IAB Turkey AdEx-TR 2016 Report reveals that, digital ad spend in Turkey reached TRY 1,872.4 Million with a growth rate of 13.7%.
Considering the recent developments in the industry, this year IAB Turkey changed the method of analyzing data. One of these major changes is positioning “mobile” as a platform, rather than a format. Keeping only “search engine performance advertising” under “Search” category, moving “search engine ad network performance advertising” under Display are the other ones.
IAB Turkey reveals that display ad spend grew by 11% and reached to TRY 1,059.1 million. In Display Ad Category, Impression or Click Based Ad Investments had the biggest share with TRY 821.4 million. While video ad spend rises by 34% to TRY 179.8 million, Native reached to TRY 58 million.
Whereas Search Engine Ad Investments reached to 706.6 million TL, Classified & Directories escalated to TRY 91.1 million. E-mail had decreased to TRY 5.6 million probably because of Law on Regulation of Electronic Commerce. On the other hand, In-Game Advertising had increased to TRY 10 million.
Out of 1,872.4 million TL of total digital ad spend, TRY 601 million was invested to mobile platforms, including Display, Search, Classifieds & Directories, E-mail and In-Game Advertising. 64% of social media ads, which corresponds to TRY 262.4 million, invested spent on mobile devices. In 2016, programmatic trading proceeded to grow and reached to 993.8[1] million TL.
Chairman of the IAB Turkey Dr. Mahmut Kurşun, states that “At the beginning of 2016, digital ad spend had increased by 20%, which was amazing. However, because of known reasons, after mid 2016, there had been a considerable slowdown which had affected yearly performance. Still 14% of growth rate is a success. Digital is the locomotive of ad industry in Turkey, like the rest of the world. On the other hand, Accenture Strategy – Digital Disruption Growth Multiplier Report states that 22.5% of the world’s economy is consisting of digital economy. Digital technologies have a serious impact on business practices therefore digital transformation is an important topic in today’s business world. IAB Turkey, in cooperation with IPSOS Turkey and Bosphorus University Administrative Sciences Faculty, has prepared a Multiplier Effect of Digital Advertising Research, which states that; every TRY 1 invested to digital advertising increases national income by TRY 17.2. Moreover, this report states that, in 2015, digital ad industry contributed to employment by 1.26 people with its direct and indirect effects. Since digital ad technologies are among the tools to improve digital economy, sustainable growth of digital ad industry is crucial for Turkey.”
[1] The rise is too big because of low base and change of data analysis.
Read the original article here.
More than 80% of respondents in a new Ipsos study report that innovative outstream units are the most appealing and effective video format compared to other dominant video types, including pre-roll
NEW YORK, April 6 2017: Sublime Skinz, a leading global provider of skin-based advertising, today announced that its video “outstream” ad format, VideoSkinz, is the top choice for online audiences, according to a recent study — with performance significantly outpacing traditional pre-roll skippable video ads.
VideoSkinz was identified by more than 80% of respondents as the most appealing ad unit, making it the clear winner in a study that aimed to find which digital advertising formats achieved the greatest impact in the growing video market.
VideoSkinz also generated high scores for key brand metrics including ad recall, with 33% of respondents citing VideoSkinz as the most memorable format, in contrast to just 15% for skippable pre-roll.
A further 40% of consumers who completed the survey were able to quote the advertiser brand after viewing the VideoSkinz ad – which was 2.1 times higher than those who viewed the pre-roll format. VideoSkinz viewers were also 30% more likely to take action than pre-roll viewers.
Global market research experts, Ipsos, executed the study and canvassed the views of 600 respondents across the US on two core ad types — VideoSkinz and pre-roll.
“With the video market expanding at a rapid rate, this research offers vital insight for brands working to harness the power of video to better engage their audiences and boost conversions,” said Jerem Febvre, Co-Founder and President, Sublime Skinz Inc. “The higher ad recall and audience satisfaction that VideoSkinz can deliver make it the go-to choice for brands that want to succeed with video. Its ability to outperform other, more traditional formats reveals the rapid rate of evolution in the industry and raises the question — could the end for ‘classic’ video formats like pre-roll already be here?”
The study results come after a busy six months for Sublime Skinz and follow the launch of two new ad formats: VideoSkinz and M-Skinz, which are used for mobile web campaigns. The company is a leader in the march towards new and innovative methods of digital communication that pique audience attention, without intruding on their user experience.
The research was conducted via a self-complete, desktop-only online survey, with 600 participants across the US exposed to different ad formats within mock-up pages. The research, undertaken by Ipsos, was subject to strict operating rules to maximize the random nature of the sample selection and ensure accurate reporting.
Get the slides here.
Ranked the third-best organization in the global research space, Ipsos strives to deliver excellence and accurate, actionable insight. Its multi-specialist research offering covers a rage of areas including, media, advertising, marketing, social and mobile, as well as client and employee relationship management, and cross-channel data collection. From its base in France, the organization’s presence extends across 88 countries and clients are supported by over 16,000 global employees. Ipsos is listed on Eurolist - NYSE-Euronext. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
More information is available at www.ipsos.com
Sublime Skinz is a leading ad tech company specializing in the distribution and optimization of skin-based advertising. It is the first platform of its kind to provide skin-based advertising on multi device, working with advertisers, publishers, media agencies, trading desks to drive efficient campaigns at scale. Sublime Skinz provides actionable statistics and transparent insights in real time, allowing brands to capitalize on the most impactful format with the greatest coverage across multiple websites. Sublime Skinz works with a clear objective to maximize revenues and optimize return on ad investments.
Founded in 2012, the Paris-based company has developed an international reach with offices in London, San Francisco and New York, and boasts an impressive network integrated with more than 3,500 websites worldwide. Sublime Skinz was honored as the ‘audience favorite’ winner of the Launch: Silicon Valley World Cup Tech in 2014, and in 2016 was awarded Ernst & Young’s ‘Born Global’ prize and Business France’s ‘International Trophy of Digital Business.’
For more information, please visit www.sublimeskinz.com.
UK
GingerMay PR
Kay Seago, Senior Account Executive
kay.seago@gingermaypr.com
+44 (0)203 642 1124
US
WIT Strategy
Alexandra Levy
alevy@witstrategy.com
650-996-5758
The IAB / PwC UK Digital Adspend Study 2016 is only accessible to members.
You can browse or download the report on the Bulgarian online advertising market in 2016 below.
You can browse or download the IAB Finland online ad spend report for 2016 below.
by Ryan Cook, Global Director, Programmatic Operations and Ibrahim Ennafaa, Product Manager, Formats Team
What does viewability mean to you? “I would like my ad to be viewable” is far too vague of a term these days. Whilst incredibly important, it’s almost humorous when we think that just 2-years ago viewability was hardly an appetizer at a buzzword dinner table. The importance of viewability is only increasing as digital video increases 85% year on year and costs up to 10x more than display ads.
By definition: “A served ad impression can be classified as a viewable impression if the ad was contained in the viewable space of the browser window, on an in-focus browser tab, based on pre-established criteria such as the percent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the browser.”
The key component here is “pre-established criteria”, which differs for various agencies or individual advertisers. As such, many measurement companies have skin in the game. Each new vendor is offering new ways to monitor viewability in various mediums: mobile applications, mobile websites, desktop, and wearables.
One of the major focal points for the IAB Tech Lab to support the industry is to have a consistent set of standards and structured ability to verify the quality of delivery. As such, there is a prodigious update to Video Ad Serving Template (VAST) documentation for VAST v4.0.
To date, most third party measurement companies are taking advantage of VPAID capabilities to run their measurement code as a verification service. However they also have to deal with the VAST parsing just like a regular ad video player as they are wrapping the client’s original VAST inside of their VPAID.
This is becoming an alarming issue. This utilisation of the VPAID capabilities for this purpose (which is not an IAB specification), is causing delays in ad rendering, increasing latency, ruining user experience and deteriorating campaign performance. In the outstream video space, an increasing number of clients are seeking to measure viewability, which is a good thing, but viewability verification is often activated at each layer of the funnel (primary ad servers, secondary ad servers and DSPs) resulting in having multiple levels of VPAID wrapping. The problem here is that each VPAID mediafile will parse the next VAST instead of simply loading and playing the video as the IAB Tech Lab specifies.
A solution exists and the IAB Tech Lab is already trying to tackle the issue in the VAST V4.0 specs. The code used for ad measurement should stand alone and be part of a distinct VAST element called AdVerification instead of being included in the VPAID mediafile. This alternative allows every supply side platform to implement the third party code properly and guarantee a good ad experience for the end user. Measurement companies will benefit from this as they will be able to focus on data collection without having to implement any video player ad serving feature (i.e. VAST unwrapping, mediafile selection, events tracking etc…). Recent testsbetween Integral Ad Science and Teads showed that a direct integration reduced the discrepancies drastically and provided a clean ad experience (see results here: https://teadstv.app.box.com/s/e9dkfgg397t2yx227p7rcs8wc6nz4a7r) .
The challenge will be to quickly bring together all the stakeholders to finalise the AdVerification specifications and make sure it’s properly rolled out across the ad industry.
The update to VAST 4.0 has further reaching qualities such as offering additional error codes which allow for more granular reporting and troubleshooting on delivery issues.
Bonus: What is a VAST compared to VPAID and classical video mediafiles?
VAST stands for Video Ad Serving Template, it defines an interface of communication between ad servers and video players. It provides all the information necessary for a player to run a video ad. We can have multiple layers of VASTs, called wrappers. Each layer represents an ad server in the funnel.
Inside the last wrapper, we find the mediafile, which represents the actual media element that should be loaded in the player. This mediafile is either a VPAID or a classical video file (mp4, ogg, webm etc …). Now, what is the difference between a VPAID and a classical video file and why VPAID leads more often to issues?
Let’s say the video player is a TV screen which integrates a Bluray player. This TV is owned and controlled by the supply side. The classical video file being the actual Bluray Disc, you simply load it into the TV and press play. If the TV screen is ok, everything should work properly. If not, it’s the responsibility of the supply side anyway and they have everything to troubleshoot. On the other hand, the VPAID is more than a Bluray, it is actually an entire Bluray player with a Bluray disc loaded inside. You have to plug it to your screen, press play and hope everything will work out. The truth is, since you have no access to the inside of the Bluray player, the only thing you can do is press buttons on the remote control and rely on what the player’s screen messages. VPAID stands for Video Player Ad-Serving Interface Definition and brings more freedom to creative vendors allowing them to add interactivity, tweak the video rendering and add rich media elements, but as explained it could also bring more issues. Therefore, a strict implementation of the VPAID specs is a must for a clean ad industry.
IAB Netherlands report on Online Advertising Spend 2016
The original article (in NL) is available here. You can also browse or download the report below.
Leading Dutch publisher One Business has appointed Improve Digital, the all-in-one video advertising platform for content providers, as its exclusive partner to roll out its programmatic strategy in The Netherlands. The premium publisher, targeted at affluent consumers, will be using Improve Digital’s holistic platform 360 Polaris for titles including Elsevier.nl, Beleggersbelangen.nl and Beurs.nl. For these titles the advertising platform will monetise the publisher’s display, mobile and video inventory. One Business is fast growing and Improve Digital will be its monetisation partner for new titles joining One Business’ portfolio.
Kiril Duovski, Programmatic Sales Manager, at One Business, says: “As our business is growing, and thus our inventory is expanding, it’s important for us to work together with a trusted, transparent, partner such as Improve Digital to work with us on our monetisation strategy.” Angela Pellaupessy, Country Manager Benelux at Improve Digital, adds: “We’re thrilled to work together with a growing premium content provider such as One Business. Quickly expanding its mark on the Dutch market, we will work together with One Business to successfully shape and implement their programmatic strategy.”
You can browse or download the IAB Hungary Digital Ad Spend Study for 2016 below.
Allan Sorensen is Head of Digital at Danske Medier and Chair of IAB Europe’s Policy Committee.
The views expressed by the Article 29 Working Party in its opinion on the proposed ePrivacy Regulation adopted 4 April 2017 are in blatant disregard of the very privacy and data protection laws it is tasked to enforce.
For example, the WP29 welcomes the “broad prohibitions and narrow exceptions” of the proposed ePrivacy Regulation and goes on to opine that “the introduction of open-ended exceptions along the lines of Article 6 GDPR, and in particular Art. 6(f) GDPR (legitimate interest ground), should be avoided.” The principle called into question by the WP29 in its opinion has formed part of EU data protection law since its inception, and the Court of Justice of the EU has been one of its most ardent defenders. Moreover, the legitimate interest ground has been reaffirmed by the EU legislator when it adopted the General Data Protection Regulation in 2016.
Further, the WP29’s opinion on the ePrivacy Regulation states that “take-it-or-leave-it” approaches are “rarely legitimate” when discussing the practice of website operators making access to their service conditional on the acceptance of processing based on cookies or similar devices. However, the existing ePrivacy Directive explicitly states that “[a]ccess to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device, if it is used for a legitimate purpose.” Indeed, virtually all commercial transitions today are based on“take-it-or-leave-it” making it by far the most common way of doing business today.
I call on the co-legislators to bear in mind that documents adopted by the WP29 are only an opinion and do not carry force of law. Indeed, they do not even necessarily constitute valid interpretations of the law. The WP29 is not bound – and does not attempt – to issue opinions only in accordance with the law, nor is it bound to be neutral and objective when issuing opinions on political matters, such as the proposed ePrivacy Regulation.
The data protection authorities making up the WP29 stand to gain power, resources and prestige with any additional data protection regulation. What is best for data protection authorities, is not necessarily in the best interest of the consumer. The protection of the broader best interest of the consumer does not form part of the WP29’s mandate. But it is part of the responsibility of the legislator to look out for what is best for the people who they represent. Members of the European Parliament and member state governments should not forget that most European citizens welcome and even expect the possibility of having free access to a broad variety of news, information and online services in return for agreeing to see relevant advertisements.
