With approximately 2,000 trade visitors, d3con is the largest conference in the programmatic advertising industry, and this year it’s taking place in Hamburg on 10th and 11th April.
Experience the future of digital marketing and learn from leading experts how to scale your online marketing and become even more successful.
The key topic at this year’s event is digital advertising in the power struggle between human and artificial intelligence. You can look forward to expertise and insights from 100 top speakers, as well as exciting talks, workshops and panel discussions on topics ranging from Agency Trading Desks to the Future of the Marketer’s Landscape.
On 10th April at the d3con University, you can attend talks and workshops designed for decision makers who want to better understand the essentials of programmatic advertising.
On 11th April at the d3con Conference, you can network with the top experts and decision makers in the industry and watch exciting talks and panel discussions about programmatic advertising take place on stage. The conference will also offer simultaneous interpretation between German and English for English-speaking visitors.
Simon Halstead, Chair of IAB Europe's Programmatic Trading Committee, will chair the International Experts Panel. Find out more about Simon here.
You can visit each day of d3con individually, or you can save by purchasing the Combi Ticket.
As a member of IAB Europe, who have partnered with d3con for the first time this year, you will receive an additional 10% discount when you register via this link.
There is unprecedented demand from advertisers to fully understand audiences across TV and digital video: which consumers were reached and how they responded to their ads across all platforms means accurate measurement is more critical than ever.
Today’s consumers have access to a plethora of screens and devices on which to view video content. It is essential for premium video providers to use accurate ways of measuring total audience, as this determines their trading currency. They need trusted, independent metrics with coverage across all platforms, including TV, apps, web, over-the-top (OTT) devices and set-top box (STB) video-on-demand (VOD). As TV and digital video are converging, so too are campaign metrics. This is where the complexities of bringing together different measures and making sense of it all lies.
Fragmentation has led to confusion, making it even harder to measure the true value of advertising. Non-premium video and bad digital players have created the need for better verification of delivery, but consistency across platforms and providers create challenges. The industry has reached an inflection point, and the time is now for all key players – brands, agencies, publishers and technology providers - to work together to bring greater clarity.
The European Video Measurement Matrix helps provides a unique reference tool on different audience and verification measurement providers’ capabilities and methodologies. Through this overview, the FreeWheel Council for Premium Video, Europe (FWCE) aims to shed light on similarities and differences across the region and open up a dialogue on how metrics should evolve over time to serve the interests of brands and premium video providers alike. The FWCE stands ready to work with industry bodies and key stakeholders to adapt to this new video measurement landscape where screens and wires should be just details.
#measurementmatrix
Download the report off the FreeWheel website here.
The FreeWheel Council for Premium Video Europe (FWCE) was formed in June 2017 to serve the interest of those in the premium video industry through leadership positions, research and advocacy. Aligned to the FWC formed in North America in 2015, the FWCE at launch consists of 13 members. The FWC operates as an educational and organisational resource to assist marketers to reach desired audiences in premium video environments, conduct research documenting the benefits of premium video and represent the interests of member publishers and the market.
Digital advertising is essential to the success of the European Digital Single Market. It has a key role in helping fund digital content, online services and we applications, making them widely available at little or no cost, as well as driving growth in the digital sector. It is also fundamental to the European digital economy that promotes business and economic growth, and paves the way for broader digital innovation.
Friends of Search 2018: the best of edition!
Following four successful editions of Friends of Search it’s time for the next edition! For the fifth event, which will take place on Thursday the 8th February, IAB NL aim to celebrate even bigger than before – combining the greatest speakers from previous years with the greatest speakers from today, followed by an unmissable party.
Buy a ticket or visit the official website for more information.
Thursday 15 February 15.00 CET / 14.00 GMT
Register here
Join this webinar to gain insight into the results of the AdEx Benchmark H1 2017 report, the definitive guide to the state of the European digital advertising market. 
European digital advertising continues to experience double-digit growth; in the first half of 2017 it grew by 11.5% to €22.2bn from €20.2bn in H1 2016.
In this webinar, Daniel Knapp, Executive Director TMT, IHS Markit (pictured below) will dive deeper into the trends and formats driving growth across Europe.
Daniel Knapp, Executive Director TMT, IHS Markit
Attend this Webinar to find out more about:
- The European digital advertising market: size and growth
- How online advertising performs compared to other media
- Trends in display, paid-for-search, classifieds & directories
- The rise of video and mobile advertising in Europe
- What is driving growth in the market?
- What is holding back online advertising?
After registering you will receive a confirmation email containing information about joining the webinar.
Automated media trading is now the norm for all desktop advertising, and if forecasts are to be believed, it will soon take over the entire industry. However, this transition has not been without controversy, with ‘transparency’ one of the catch phrases concerning the sector in recent years.
In many cases, advertisers simply don’t know who to trust, and this has led the creative minds at family-owned Index Exchange to draft-in some of the younger members of their clan(s) to offer their take on the current state of transparency in the online marketing sector.
Coining new industry phrases such as “supply-path oximi-zation”, and then concluding ”pro-dammatic, I don’t know what that means”, the cast of sub-10 year olds helps deliver a playful take on the need for greater simplicity in how this sector articulates its operations. With a running time of 80 seconds, the online video closes with the message: “Our industry is complicated, The need or openness and transparency is greater than ever… democratize digital advertising.”
IX Kicks off 2018 with Renewed Mission from Index Exchange on Vimeo.
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 indexexchange.com for more information or follow @indexexchange.com on Twitter.
We’re looking forward to seeing you in Milan for Interact 2018 on the 23-24 May 2018.
In this time of rapid change for the digital industry this is a valuable opportunity to hear from Europe’s leaders for their successful strategies we can apply to our own businesses. We will help provide a unique perspective on all the forces reshaping the digital world: from the significance of GDPR to the critical debate over ePrivacy.
Registration is now open, and we invite you to take advantage of the Super Early Offer. Buy the Super Early Bird Pass at 475 EUR (excl. 22% VAT), only available until 31 January*.
This year, IAB Europe will also make a €5 donation to the Worldwide Fund for Nature (WWF) for every delegate attending Interact 2018
Book your pass now!
*The Super Early Bird pass includes access to the plenary sessions, the side sessions and the gala dinner with the MIXX Awards Europe & IAB Europe Research Awards ceremony.
by Anna Lubowska, CEO GroupM Poland and Chair of the MIXX Awards Europe 2018 jury
I am pleased to Chair the MIXX Awards Europe jury for the second year in a row. The MIXX Awards Europe competition is a great showcase of the latest digital campaign creativity and innovation.
In 2017 we awarded innovative campaigns such as Spark Brilliance by Mindshare Turkey, Stardust for Bowie by DDB Brussels and Fantastic Beasts and Where to Find Them by Framestore. You can find out more about the 2017 winning entries in two webinars here.
The winners of the 2018 competition will be showcased to educate the marketplace about what works and why in digital marketing, as well as inspire the industry by highlighting new ideas and future trends.
I encourage all advertising practitioners to gain the recognition for their work and teams by entering their latest advertising campaigns. Here are some key reasons to enter:
- Get your work recognised at a pan-European level
- Get your work in front of industry leaders
- Develop business opportunities
- Benchmark your work against competitors
- Inspire the community
- Challenge and reward your team
I look forward to reviewing all of the great work and meeting the winners in Milan on 23 May.
by Nick Hiddleston, Research Director, Zenith Media and Chair of the Research Awards 2018 Jury
I am pleased to Chair the IAB Europe Research Awards again in 2018. The IAB Europe Research Awards competition is the showcase for digital research development across Europe.
In 2017 we awarded some outstanding research projects and you can find out more about the winners in two webinars here. In 2018, we aim to showcase more research excellence to educate the marketplace about what works and why in digital marketing, as well as inspire the industry by highlighting new ideas and future trends.
I encourage all research practitioners to gain recognition for their work and teams by entering the competition. Here are some key reasons to enter:
- Get your work recognised at a pan-European level
- Get your work in front of industry leaders
- Develop business opportunities
- Benchmark your work against competitors
- Inspire the community
- Challenge and reward your team
I and my fellow judges look forward to reviewing all of the great work and meeting the winners in Milan on 23 May.
by Tim Jones, Chair of IAB Europe Research Committee
The opportunities to measure the success of advertising have grown considerably since the arrival and continued evolution of digital channels. Digital has introduced a complex range of metrics in which to evaluate brand affinity and campaign performance expanding them far beyond traditional media metrics of opportunity to see and sales uplift.
With all the choice available understanding the key performance indicators is essential to build strategies to achieve these goals. But what are the KPIs the industry wishes to measure success against and how do you develop strategies for them?
To answer this question, IAB Europe has recently surveyed the key industry stakeholders across Europe in the second “Priorities for Digital Measurement” survey. A project across 29 European markets gaining the opinions of Advertisers, Agencies and Publishers on their key digital measurement priorities.
For the industry as a whole the top measurement priority is the ability to perform cross media evaluations (89%) and to understand more how online works in combination with other media (85%). Both of these have risen considerably since the previous study in 2014.
Looking in more detail at these requirements we see that specifically how TV and online work together is a key requirement (96%) and perhaps not surprisingly as digital advertising spend is now €7bn higher than TV (IAB Europe AdEx Benchmark 2017).
Much work has been done on the combined effect of TV and Digital in terms of both joint reach and frequency and even in isolating sales effect across media. A few research companies are now able measure campaigns in this way in some markets.
I conducted a study on this subject called “Cross Screen Planner” fusing together the TV and digital industry data in Belgium to create a planning optimisation tool able to isolate channels and dayparts as well as key demographics. It also included planning costs. The conclusion then was that to achieve optimum cost effective GRP’s, 80% of GRP’s should be on TV and 20% on Digital, except for larger campaigns of over 500 GRP’s where the split changed to 75% TV and 25% digital. It should be noted that at the time TV was a very dominant force in Belgium taking 88% share of ad spend.
The priorities for measuring digital campaign successes are led by evaluating brand awareness which was stated by 100% of advertisers and 93% of agencies. If recall of advertised brands is the key priority how can we ensure we optimise campaigns to this? Here are some key considerations:
- Viewability is obvious but if a served ad is not seen it cannot be remembered
- Video completion rates – the longer an ad is seen the more it is remembered
- Frequency – recall rates go up by frequency generally peaking around 8 to 10
- Branding – how strong is the branding and when is it shown. If the brand is shown/ mentioned in the last 2 seconds of a 20 sec video then only 100% completion rates will provide strong brand awareness
- How strong is the creative – stronger more engaging creative provides higher completion rates = higher awareness
The second highest priority for campaign success is uplifts in site visits with 96% of advertisers interested in this metric, this is above purchase intent and may reflect the changing significance of site visits in driving online sales for advertisers. NB: site visits does not mean Click through rates.
Studies I have run on online actions such as brand search and direct site visits have shown average branded search and URL visits for exposed audiences of between 3% and 6% (excluding CTR) and therefore considerably more online actions take place than measured through click through rates alone which average .05-1%
Click through rates have been a measure of campaign performance since the dawn of digital advertising and remain important for advertisers with 93% saying so but agencies give less importance to CTR as a measure (72%). In fact for advertisers CTR is jointly the 3rd most important measure behind brand awareness and site visits. The difference of opinion between advertisers and agencies is the most significant across all metrics and indicates the need for greater alignment of this metric as a measure of success.
Personally I think with all the metrics available a click through rate is not the most valuable, it is seen as such an important measure but we are basing the success of €42bn digital advertising investment (IAB Europe AdEx Benchmark 2016) spend on the actions of .05% of the audience.
So what have we learnt in optimising against these KPIs?
Data and analytics can help provide some of the answers and analysis I have conducted concludes that different digital strategies are needed for the different KPIs and importantly one size does not fit all.
For example if video completion rates are important and particularly if branding is at the end of the video then shorter formats are key with under 15seconds being 2.5 times more effective than 60 seconds at gaining 100% completion rates.
If click through rates are the KPI then the opposite is true with 60 second videos driving a 50% higher CTR than 15 seconds.
In fact different strategies are evident across video lengths, player sizes and platforms - the detail of which is beyond the scope of this article but can be summed up in a simple diagram, one strategy does not fit all KPIs.
The IAB Europe Digital Measurement Priorities report is available for download here and provides highly valuable insight into the metrics for digital advertising success across the industry. It gives consideration of how your metrics of success compare industry wide. But remember to consider different strategies for each KPI you select as they are likely to be different.
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 fourth webinar on GDPR was presented by Ghita Harris-Newton, Chief Privacy Officer & Deputy General Counsel and Somer Simpson, Product Lead from Quantcast, and focused on the Industry-driven Consent solution presented in London end November.
The technical solution is designed to enable websites, advertisers and their ad technology partners to make more robust disclosures, as well as obtain, record and update consumers’ consent for their personal data to be processed in line with the GDPR. Moreover, the mechanism enables transmission of user consent choices to the supply chain, increasing accountability in the advertising ecosystem by enabling the creation of consent records and an audit trail.
Key features include:
- Works on mobile devices and desktop devices alike.
- Enables dynamic disclosure by first parties of third-party advertising partners and the purposes for which they collect and process data.
- Allows obtaining “global” or “service-specific” affirmative consent, as well as updating consent choices and withdrawing consent. EndFragment
- Enables the transmission of user consent choices to third-party advertising partners.
- Increases accountability in the advertising ecosystem by enabling the creation of consent records and an audit trail.
- Can be deployed before the date of application of the GDPR.
IAB Europe is inviting broader industry engagement over the coming months with a view to building cross-industry consensus and commitment to the standard, the principles around its use, its implementation, and the governance underpinning the tool.
Missed the webinar, watch the video here.
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.
The third webinar of our GDPR webinar series was presented by Matthias Matthiesen Senior Manager - Privacy and Public Policy at IAB Europe, and focused on Consent.
Under GDPR, 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 affirmative action?
Missed the webinar? Watch the video recording here.
