Brussels 23 November -  IAB Europe, in collaboration with IHS Markit, has today published the AdEx Benchmark H1 2017 Study. The data reveals that online advertising grew 11.5% to €22.2bn for the first half of 2017 from €20.2bn in H1 2016.

The Study reveals that nearly all growth in online ad spend was on mobile; mobile display grew by 45.9% as desktop display shrank by 1.4%. Total mobile also outpaced all other formats with a growth rate of 41.4% to a value of €7bn, compared to search which grew by 12.8%.

Online video grew 3.2x faster than non-video display reaching €1.7bn in H1 2017 which accounts for 20% of total display spend suggesting that digital is becoming a key channel for brand advertising campaigns. The latest European Programmatic Market Sizing Report published by IAB Europe and IHS Markit demonstrates that video is also a key driver for programmatic ad spend with a 155% growth rate.

Display advertising growth continues to outpace search[1]; display grew by 13.1% and search by 12.8%. Display reached over €8bn in H1 2017 representing 37% of total online advertising whilst search accounted for 48%.  Display advertising continues to experience strong growth in Central and Eastern Europe; in H1 2017 it grew by 16% compared to 12.6% in Western Europe. Indeed, the CEE region helped to drive the overall growth with an increase of 15.9% whilst the more mature markets in Western Europe experienced a growth of 10.9%.

Townsend Feehan, CEO, IAB Europe said, “As consumers increasingly shift to mobile, the AdEx Benchmark H1 2017 Study reveals that marketers are connecting with their audiences via these devices. Marketers are also realising the potential of digital for building brands by increasing investments in online video.”

Rupert Staines, Managing Director International, RhythmOne said: “Digital has played a huge role in innovating the advertising industry. This year has been one of increased confidence and investment, which we can see through the double-digit growth highlighted today. Mobile and video are instrumental in driving this change, a trend we expect to see continue across all media as the industry moves into a programmatic era.”

Guido Fambach, SVP EMEA, comScore said: “Online Video and Mobile have been driving the growth of digital advertising as advertisers and publishers are looking to better engage with their customers in the most frequently used formats and platforms. We continuously work with the industry to ensure that the measurement techniques and insights available enable everyone to stay ahead of the game, matching and surpassing the rapid growth rates in digital.” 

Daniel Knapp, Executive Director at IHS Markit said: “A stable macro-economic environment in the Eurozone has fuelled advertising demand, and our data shows that political uncertainty in other countries has not impacted growth to date. The European digital advertising market has been growing in the narrow window of 13.1% and 11.5% every year since 2012, and the most recent data is again in that range. Heightened investment in digital is partly a redistribution of spend from other media, a migration from below-the-line budgets, and new advertisers. But our data also signals that the structure of the digital advertising market is changing as we enter the post-desktop age.”

The study can be downloaded here.

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 digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.

www.iabeurope.eu

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.

www.technology.ihs.com

¹ Paid-for-search

Join this webinar series to gain insights into the work of IAB Europe’s GDPR Implementation Group (GIG).

After the 25th of May 2018, data protection authorities will have the power to fine companies up to €20,000,000 for breaching the new data protection law, the GDPR. The best time to start figuring out compliance was probably a year and a half ago, when the law was adopted. The next best time is now

• Webinar 1 was presented by Michele Appello, Senior Director Business Solutions at Improve Digital, which focused on IAB Europe’s GDPR Compliance Primer. Watch the replay here.
• Webinar 2 was presented by Ghita Harris-Newton, Chief Privacy Officer & Deputy General Counsel from Quantcast, which will focus on Personal Data. Watch the replay here.

Join our 3rd Webinar on the 7th of December 2017 at 4 PM CET/3 PM GMT, which will focus on consent. 

Consent will be necessary in many situations for the legal processing of data. But what does that mean? How can you make sure consent is specific enough? How can you guarantee that consent was given through an affirmative action?

Register here. 

This is the first of two webinars showcasing the winners of the MIXX Awards Europe 2017 which recognise and celebrate the year’s best digital advertising campaigns in Europe.

This complimentary webinar shared winning case studies of the Video Advertising, Branded Content, Integrated Advertising and Virtual and Augmented Reality categories.

The winning campaigns presented were:

The speakers are:

Esra Ezibay, Nike Client Lead, Mindshare Turkey	Resh Sidhu, Creative Director, Framestore

Watch the recording of the webinar HERE and download the deck below:

Interested in entering a campaign or research project in our 2018 edition? Click below to register for updates!

TORONTO & PARIS, Nov. 14, 2017 — Index Exchange announced today it’s expanding into France to join sophisticated publishers and buyers looking to test new solutions for header bidding. According to eMarketer, programmatic digital display ad spending is expected to reach 672.6 Million Euros in France by the end of 2017 . As programmatic advertising continues to expand along with the adoption of header bidding, Index will partner with participants across the programmatic landscape to offer more choice, trust and a transparent view of current market conditions.

“Index’s emergence into France was spurred by an advanced publisher base who was open to leveraging new technology to bolster revenue,” said Andrew Casale, President and CEO of Index Exchange. “We’re excited to have a physical footprint in France and take learnings from buyers and publishers to further support the industry.”

Index’s new office is located in the heart of Paris 9eme and will house the company’s future French employees, including the recently hired Director of New Business who will be charged with building Index’s relationships with agencies and DSPs. Charles Emeriau, Director, Publisher Development, will continue to lead publisher growth efforts in France.

“We’ve been working with French publishers over the past year, and we hope opening our doors in Paris will offer greater and more efficient support to our partners,” said James Prudhomme, Managing Director, EMEA, Index Exchange. “We look forward to building more connections with the programmatic community and working with our partners to navigate advancements in the ecosystem.”

As a component of its ongoing investment in France, Index Exchange will host its first event in Paris at the Shangri-La Hotel on November 14. The event will include introductory remarks from Andrew Casale followed by a panel hosted by Michel Juvillier from MJ Consulting: “ The Path to Transparency: A Better Understanding of Programmatic Advertising ” with leading industry experts from Adverline, Groupe Prisma, and NetBooster. For more information, please visit: https://ixparis2017.splashthat.com/

About Index Exchange
Index Exchange is a global advertising marketplace where premium digital media companies sell their ad impressions transparently and in real-time. Built on the pillars of neutrality, openness, and the most reliable technology, Index is the ad exchange that media companies trust. With no other business interests to divide its attention, Index’s sole focus remains connecting media companies with premium demand at massive scale. Visit Index Exchange at www.indexexchange.com or @indexexchange.

A lot has happened in the last year and the programmatic industry is at a turning point: it must educate, control, check and adapt, or it faces serious consequences. It is worth noting that IAB Europe’s Transparency Working Group has published its Transparency Guide to increase transparency in the digital advertising supply chain.

Procter and Gamble’s decision this year to pull out 140M dollars in digital advertising spend should be a serious wake-up call. It’s lamentable to someone who has been in this industry for so long that advertisers themselves need to check if their adverts aren’t just clicked by massive Chinese server-farms. To quote Pritchard in his DMEXCO speech last month: “Digital advertising being the most important form of advertising today comes with according responsibilities.”

I agree with Pritchard and while I might run a company that creates a programmatic platform, the discussion around transparency is to me less about tools than it is about people needing to take responsibility. To me, apart from viewability and combatting fraud, the issue of business model transparency is one of the key areas in which this needs to happen.

Programmatic has its roots in the long tail, and was created for advertising space that no-one wanted to buy.  However, after almost 10 years, the time of ‘cowboy margins’, where companies could take what they want and not get so many questions about it, if any, is over.

But actually opening up their business model is something that for many players in the industry means a substantial loss of income. Their investment and profit model is based on seeing returns of what have become unsustainable margins. Meanwhile on the advertiser side, advertisers have profited from very low fees and now, calling for improved and optimal inventory, they will probably have to pay more for this, again. And that’s something they’re not going to like.

In the end, it all comes down to reliability and accountability. Even though our industry is built on tech, it’s the people who make a connection, who you do business with, and ultimately who you need to trust to build healthy, long-term partnerships. Fortunately, the pressure to do business in a clean, and transparent, way is growing. Look at initiatives such as Ads.txt and the looming GDPR. What we need now is a tipping point to where you will make more profit as a company by doing business transparently, instead of where it’s more lucrative to keep your partners in the dark with complicated contracts and business structures. Transparency is a USP right now, and it shouldn’t be. Having said that, with pressure from advertisers like P&G, legislation and initiatives like Ads.txt, as well as honest ad tech providers on the market, I’m confident that a transparent programmatic ecosystem is within reach of a not-so-distant future.

This webinar provided insights into the results of two of the studies commissioned by IAB Europe to explore data-driven advertising’s contribution to the European Union (EU), entitled “The Economic Contribution of Digital Advertising in Europe” and “The Economic Value of Behavioural Targeting in Digital Advertising”. 

The analyses carried out by the research company IHS Market validate the economic contribution that digital advertising as a whole makes to the EU, as well as define the role of data in digital advertising and how data is fundamentally transforming the mechanisms and procedures that underpin the digital advertising.

The studies were unveiled in the context of the proposed ePrivacy Regulation, which in its current form would restrict data-driven advertising and have serious and unintended consequences for the EU economy, and for Europe’s independent media relaying in particular on data-driven advertising as a primary revenue source. The research shows that data-driven advertising makes up over 81% of European news publishers revenue, and 62% of mobile app revenues. Moreover, behaviorally targeted advertising, a form of data-driven advertising, is on average five times more valuable than advertisements that do not draw on such data. This data use further drives virtually all growth in the market where broad economic contribution of digital advertising amounts to €526 billion for the EU28. 

The webinar was presented by Daniel Knapp, PhD, Senior Director, Media & Advertising at IHS Markit. 

Missed the webinar? Watch here.

With over 23 million active unique users per month, and hundreds of publisher relationships, Videobeet are one of the biggest video networks and inventory sources in Italy.

Utilising ONE by AOL: Analytics’s deal functionality, Videobeet have gained the ability to better package their inventory to respond to specific requests from buyers.

ONE by AOL: Analytics provides game-changing insights across inventory audiences, cross device composition, deal performance and profitability and is packaged in an easy-to-use user interface.

Browse or download the case study below:

With a portfolio including over 300 direct publishers and 1000 properties, Rich Audience is quickly becoming the go-to network for Spain and now Latin/Central America. Rich Audience’s clients benefit from brand safe inventory, important data and high impact impact formats.

Since turning on ONE by AOL: Analytics with ONE by AOL: Video Rich Audience have seen a 40% increase in the number of buyers and have more than doubled (2x) their deal revenues.

ONE by AOL: Analytics provides game-changing insights across inventory audiences, cross device composition, deal performance and profitability and is packaged in an easy-to-use user interface.

The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency. Various outputs of the IAB Europe Programmatic Trading Committee were referenced and can be accessed via the following links:

• European Programmatic Market Sizing 2016 Report
• Attitudes to Programmatic Advertising Report – to be published in the next couple of weeks
• IAB Europe Transparency Guide
• Key Considerations for buy-side and sell-side programmatic strategies infographics
• Using Data Effectively in Programmatic White Paper
• Programmatic Mobile White Paper

For more information about the IAB Europe Programmatic Trading Committee and how to become a member please view our membership brochure or contact Alison Fennah (fennah@iabeurope.eu)

Speakers:

Simon Halstead, IAB Europe Programmatic Trading Committee Chair and Head of Demand Development International, Oath	Oliver Gertz, Managing Director Interaction, EMEA, MediaCom	Bill Krumperman, Advertising Platform Senior Business Advisor, Schibsted	Andrew Buckman, Managing Director EMEA, Sublime Skinz	Emmanuel Ogidan, Commercial Director UK & Ireland, FreeWheel

Ryan Cook, Director Global Programmatic Demand, Teads	David Goddard, Global Head of Programmatic Trading, BBC Worldwide	Tom Mills, Global Head of Client Operations, Affiperf (Havas Group)	Dan Watson, Digital Director, Carat	Dave Reed, Managing Director EMEA, MediaMath

Phil Duffield, Managing Director, Adobe Advertising Cloud, EMEA	Alex Merwin, Vice President, International, SpotX	Joanna Burton, Vice President European Strategy, SpotX	Luke Fenney, VP Publishers Development, Index Exchange	Josie Howard, Head of Bidder Development Europe, Oath

Uli Hegge, VP Strategic Development, DACH, AppNexus	Pavlina Vasilatou, Digital Media, Programmatic and Trading Lead, Nestle

You can watch a recording of the event here and here.

The event agenda is available for download below:

Combining first and third-party data boosts return on investment. Affiperf was challenged by a travel brand to drive a consistently high volume of ticket sales each month. First-party data, whilst valuable, could not deliver the scale needed to drive these new ticket sales. Affiperf leveraged Oracle Data Cloud’s advanced Modeling 360 solution to find new customers efficiently. Modeling 360 used the brand’s first-party data and Oracle’s third-party assets to locate their best prospects and increase online conversion performance.

Oracle Data Cloud is all about helping advertisers connect with the right customer, personalize every interaction, and measure the effectiveness of each engagement. We aggregate, analyze and activate customer data and put it to work for you. Powered by Oracle ID Graph, we create true cross-channel consumer understanding. So you can know more about who your customer are, what they do, where they go, and what they buy.

Contact Oracle Data Cloud

After the 25th of May 2018, data protection authorities will have the power to fine companies up to €20,000,000 for breaching the new data protection law, the GDPR. The best time to start figuring out compliance was probably a year and a half ago, when the law was adopted. The next best time is now.

IAB Europe's second webinar on GDPR was presented by Ghita Harris-Newton, Chief Privacy Officer & Deputy General Counsel from Quantcast and focused on Personal Data.

Missed the webinar? Watch the video here.

Click here if you missed the first webinar of the GDPR webinar Series.

Click here to view the GDPR Implementation Group's working paper on Personal Data.

What is the future of media currencies? GfK, in association with IAB Europe, held a closed roundtable discussion to debate this challenging topic in May 2017.

To gain a true industry-wide perspective, GfK sought the opinions of Europe’s leading players across the entire media ecosystem. Participants included digital platforms Google, Facebook and Oath; global ad agencies Publicis and Dentsu; media owners from broadcast TV and digital; a programmatic audience platform; representatives from a national advertising association and a large national market JIC (Joint Industry Committee). The discussion was chaired by an independent moderator, Ana Milicevic, alongside representatives from GfK and IAB Europe.

A GfK blog post introducing the white paper and the three scenarios outlines for the future is available on the GfK website here.

You can browse the White Paper below or download it here.

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.