Interactive Advertising Bureau

IAB Turkey AdEx-TR 2017 Report reveals that Digital ad spend in Turkey reached TRY 2,163 Billion with a growth rate of 15.5%.

According to IAB Turkey AdEx-TR survey, Display ad spend reached TRY 1,228 billion by growing 16%.  “Advertising based on Display/Click” had the biggest share under Display category with TRY 879.7 million. Within the same category, Video ad spend having the highest growth rate of 50% reached to a value of TRY 269.5 million and native a value of TRY 78.6 million.

While the ad spend of Search was TRY 814.5 million in 2017, ‘Classified & Directories” increased to 103 million TL. E-mail marketing declined to TRY 5.1 million. On the other hand, In-game advertising reached TRY 13 million.

Out of 2,163 billion, TRY 1,093 billion including display, search, classified & directories, e-mail marketing, and in-game advertising was spent on mobile platforms. And the share of mobile platforms in social media ad spend was 76%.

On the other hand, Programmatic experienced another double-digit growth year and hit TRY 1,411 billion.

IAB Turkey’s Chairman Dr. Mahmut Kurşun said “IAB Turkey’s Multiplier Effect of Digital Advertising Report prepared in cooperation with IPSOS Turkey and Bosphorus University Administrative Sciences Faculty, states that every TRY 1 invested to digital advertising increases national income by TRY 17.2. Keeping in mind this fact, double-digit growth means a lot to the advertising industry and the economy.

Until now Digital was accepted as fueling the advertising industry in general, from now on a more important concept will be in our agenda: Direct Brand Economy.  Direct Brand Economy was first explained in the opening speech of IAB Annual Leadership meeting as being a huge change or rather a revolution.   

Direct Brand Economy has an infinite number of stores and shelves, infinite production capacity and all goods are delivered to the door for 7/24. In this economy small businesses, start-ups can compete with giants. Cloud technology, data, and insight are more important than investment capital. And digital advertising being at the heart of Direct Brand Economy takes the lead of this groundbreaking change.

Direct Brands of Direct Economy have lots to do. As IAB Turkey, we’ll be working to contribute the success of the brands where fluency of Internet is a must.”

2016 2017 Change
Total Digital Advertising Investments* 1.872,42 2.162,56 15,50%
Display Advertising Investments 1.059,14 1.227,76 15,92%
Advertising based on Display/Click 821,37 879,66 7,10%
Video 179,80 269,50 49,89%
Native 57,97 78,59 35,59%
Search Advertising Investments 706,62 814,49 15,27%
Keyword based advertising 706,62 814,49 15,27%
İlan Sayfaları Reklam Yatırımları 91,06 102,51 12,57%
Others 15,60 17,80 14,08%
E-mail marketing 5,64 5,13 -9,10%
In-game advertising 9,96 12,67 27,21%

* Creative executions, CRM works and SEO investments are excluded.

Social media** 262,43 340,29 29,67%
Mobile** 601,02 1.093,16 81,89%
Programmatic ** 993,79 1.410,58 41,94%

 

** Social media, mobile and programmatic are included under Format based Digital Ad Investments and should not be added to the total value.

*1€ = 4.12 TL / 1$ = 3.65 TL (Central Bank of Republic of Turkey 2017 Daily Avg. Effective Exchange Rates)


IAB Turkey

IAB (Interactive Advertising Bureau) is active in 45 countries and conducts its operations in order to develop interactive advertising and grow its share among overall marketing investments. In accordance with this purpose, IAB continuously demonstrates advertisers, agencies and media agencies the added-value of interactive communication. IAB is based in the USA and country-based organization in Europe is coordinated by IAB Europe. IAB Turkey first established as a platform in 2007 by 23 industry representatives in order to set the standards in advertising and marketing fields of digital industry. In July 2011, IAB Turkey has become an association and currently, it has 150 members. For detailed information: www.iabturkiye.org

Originally published here.

Digital video advertising investment on mobile has overtaken desktop according to both advertisers and agencies in the second annual IAB Europe Attitudes to Digital Video Advertising research. Investment in digital video has increased across all devices but mobile and connected TV standout as the key drivers.

The report is based on a survey of 450 advertisers, agencies and publishers from across 31 markets. It aims to provide clarity on the status of adoption and buy-side and sell-side perspectives on the development of digital video and trading methods.

The second wave of this research shows that:

Find out more by downloading the report below.

In this Friday’s weekly webinar on IAB Europe’s GDPR Transparency & Consent Framework, we will be discussing the feedback we have received to date from publishers in the public consultation we launched on 8 March. Since the law and the technology to which it applies are complex, some confusion has arisen in relation to what the Framework actually does (and does not do). The webinar should be a good opportunity to respond to what publishers have already told us, and give you the opportunity to ask any other questions you may have “live”.

Here are some examples of the feedback so far:

1.Publishers would like more control over which third parties receive and are able to process the data, including personal data, of their audiences, or what those third parties are able to do with the data

The Framework currently provides publishers with full control over which third parties – whether technology vendors or other data controllers – are disclosed on their websites, and which third parties the publishers solicit user consent for. The Framework also allows publishers (and their users) to prescribe the purposes for which the approved third parties may process data.  While in Version 1.0 the Framework is limited to controlling whether a given purpose is toggled on or off for all approved vendors, we are actively exploring technical solutions that would enable purpose-by-vendor controls for publishers and users.

2. Publishers are concerned about legal liability in the event of non-compliance by vendors

The Framework does not change rules on liability, which are defined by the law, including the GDPR, and contractual arrangements.  The Framework increases accountability by allowing a publisher to signal relevant information to technology vendors.  These signals create an audit trail that provides readily available evidence for identifying non-compliance and responsibility.

3. Publishers want user consent to be specific.

The version of the Framework put out for consultation foresees four different data processing purposes that websites would disclose – and could offer granular control for – accessing a device (ePrivacy Directive); advertising personalisation; analytics; and content personalisation. The proposed approach is a good-faith attempt to balance the conflicting imperatives of transparency and comprehensibility to the consumer, on the one hand, and ease of use for both publisher and user, on the other.

The Framework does not impose on users a take-it-or-leave it choice to accept or reject all third parties disclosed by the publisher, though some publishers may opt to present users with a take-it-or-leave-it choice.  Version 1.0 of the Framework will allow users to consent to some, all, or none of the data processing purposes disclosed, and to data processing (for those purposes) by some, all, or none of the third parties disclosed.  Moreover, publishers have complete control as to which third parties and which data processing purposes they solicit user consent for.

4. Publishers want to leverage the privileged relationship they have with their audiences

The Framework depends on publishers leveraging their direct relationships with their users to provide transparency and control over the data processing that occurs on their services. Publishers have complete freedom to define the user interfaces on their sites; they may create their own CMPs, or enlist a commercial CMP.  The Framework is deliberately not prescriptive in relation to the look and feel and ownership of the user experience.

The Framework empowers publishers to be more transparent and to offer more controls over the data processing undertaken by various technology providers for various purposes when users access a publisher’s content services, but entrusts publishers with deciding how best to leverage its possibilities.

No publisher-user relationship, whether privileged or otherwise, can exist if the production of content cannot be financed in a way that enables the creation of a compelling proposition for users.  The Framework has been created to enable publishers and the suppliers of other online services to continue to be able to choose how they finance their activities, and to enable users to choose how they access them.

We’ll keep surfacing the most recurrent queries and any misconceptions over the next few weeks.  Above all, we are looking forward to further input from all stakeholders, and an outcome that everyone can converge on as from May.

IAB Europe is collaborating with Xaxis to dispel the myths of Artificial Intelligence and provide a realistic view of how it is really being used across Europe to achieve results.  We invite you to take part in this survey.

The survey will illustrate how the multiple stakeholders of the advertising ecosystem including publishers, brand advertisers and media agencies are currently using AI and also assess its impact on the digital advertising industry.

The survey asks about:

All respondents have the opportunity to be entered into a prize draw to win 1 of 10 Google Home devices and will receive a copy of the report.

Please pass on the survey to any relevant colleagues. Your response will be treated in the strictest confidence.

Take the survey here.

Watch this webinar recording to gain insight into the “Building better ad experience for users to sustain the free & open web” which encompasses Google’s initiatives to help sustain the ad ecosystem focus on two key areas, being the reduction of demand for ad blocking by busting annoying ads, and addressing existing ad blocker usage through user education and alternative funding choices.

As part of this commitment to ensure sustainable free and open web ecosystem, Google started to implement its plan for the Chrome browser to filter ads on 15 February. The filtering is based on the threshold of consumers’ reception of ads, as set jointly by industry with the Better Ads Standards of the Coalition for Better Ads which are applicable in desktop web and mobile web environments in Europe and North America based on research reflecting the views of more than 40,000 users in these geographies.

The webinar was presented by Scott Spencer, Director of Sustainable Advertising, and Jan Hardrat, Publisher Solutions Specialist, Central Europe at Google, and followed by a Q&A session, and as a whole hosted by Greg Mroczkowski at IAB Europe. Among Scott Spencer’s wide-ranging responsibilities are the processes, policies, and algorithms that help Google fight bad ads, sites, and scams, as well as the company’s efforts to contribute to the improvement of the sustainability of the overall advertising ecosystem, which includes collaboration with the Coalition for Better Ads to fight the bad ad experiences. Whereas Jan Hardrat in his role works on initiatives such as Ad Experience Report and Funding Choices, as well as on programmatic advertising solutions, yield monetization and platform efficiencies.

Speakers:

Scott Spencer, Director of Sustainable Advertising, Google Jan Hardrat, Publisher Solutions Specialist, Central Europe, Google

Watch this webinar recording in which we explored the transparency and trust challenges in the digital advertising supply chain and industry driven solutions.  

Following on from the publication of the IAB Europe Transparency Guide, we dove deeper into transparency concerns in the supply chain and explored the applications of the Transparency  Guide and other industry initiatives.

The IAB Europe Transparency Guide aims to improve transparency in the digital advertising supply chain in the areas of data, cost and inventory source. The guide provides questions for each stakeholder category to be asked at different stages of the supply chain.

Speakers:

Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath

Rachel Arch, Head of Programmatic and Business Development UK, Teads

Kathryn Schlieben, Senior Director Publishers Northern Europe, AppNexus

Bill Krumperman, Advertising Platform, Schibsted

 

While FMCG advertisers have broad audiences, there are certain real-life conditions that resonate heavily with certain brands. To add, the huge array of data on consumer behaviour in a real-time context, and programmatic activation technology, has brought about a new age of possibilities in digital out-of-home.

 

Using European DSP Platform 161 and the programmatic digital out-of-home exchange Awarion, Mindshare Turkey was able to make these moments count, running real-time campaigns for a number of their brands, using three different networks for each brand when the conditions were perfect - whether that be data on audience, the time of day or weather conditions. Data-driven HTML5 creatives were used to make it all count and grab the attention of passers by in a split second. One creative became many across the DOOH networks in this groundbreaking, highly efficient campaign that resulted in Unilever adopting a completely new approach to this medium.

 

Watch the case study here.

On March, 8 2018, IAB Europe released the draft technical specifications for its GDPR Transparency & Consent Framework (“Framework”) for public comment. The Framework is a cross-industry effort to help publishers, technology vendors, agencies and advertisers meet the transparency and user choice requirements (including consent where necessary) of the GDPR before the regulation comes into effect on May 25 this year. The Framework is a non-commercial, open source initiative. The final version is scheduled for release mid-April, after continued consultation with publishers, advertisers, and other important industry participants. Organisations wishing to meet with stakeholders involved in the framework and provide feedback may do so until April 8, 2018. Those interested have the opportunity to share further feedback and ask questions by participating in upcoming Q&A Webinars . See the webinar schedule and register here.

- Friday, March 16 2018 – 5:00-6:00pm CET
- Friday, March 23, 2018 - 5:00-6:00pm CET
- Friday, March 30, 2018 - 5:00-6:00pm CET
- Friday, April 6, 2018 - 5:00-6:00pm CET
- Friday, April 13, 2018 - 5:00-6:00pm CET

IAB Europe today released the draft technical specifications for its GDPR Transparency & Consent Framework (“Framework”) for public comment. First announced in November 2017, the Framework is a cross-industry effort to help publishers, technology vendors, agencies and advertisers meet the transparency and user choice requirements (including consent where necessary) of the GDPR before the regulation comes into effect on May 25 this year. The Framework is a non-commercial, open source initiative. The final version is scheduled for release mid-April, after continued consultation with publishers, advertisers, and other important industry participants.

The GDPR covers a broader scope of “personal data” than the existing EU Data Protection Directive, and companies are expecting to be more constrained in how they can access and process such data for advertising purposes. The Framework is available to companies based in Europe and around the world, and is designed to support various channels and formats, including mobile and desktop environments.

The Framework includes technical specifications that will allow companies and consumers to have greater control over, and dynamic insight into, the parties who access and process the personal data of consumers in the EU. The technical specifications will be maintained by an IAB Tech Lab working group going forward, through a collaboration between IAB Europe and IAB Tech Lab that leverages IAB Europe’s policy and legal expertise and IAB Tech Lab’s technical expertise.

IAB Europe has published the draft specifications for public comment and is working to closely collaborate with key industry stakeholders including publishers, advertisers, agencies, and their important trade organisations. Organisations wishing to meet with stakeholders involved in the framework and provide feedback may do so until April 8, 2018.

Vital information for data protection leads within companies

Data protection officers, IT leaders and other interested individuals within publishers, brands, agencies and technology vendors responsible for their organisation’s GDPR compliance can access the specifications here.

General feedback may be submitted in writing to feedback@advertisingconsent.eu, and technical feedback may be submitted to transparencyframework@iabtechlab.com. Those interested have the opportunity to share further feedback and ask questions by participating in upcoming Q&A Webinars that will be scheduled during March 2018. See the webinar schedule and register here.

A Framework to ensure future growth of the global publishing industry

Advertising accounts for 81.5 percent of revenues for digital publishers (Source: IHS Markit). From May 25, publishers looking to provide a customized online experience including tailored advertising can use the Framework to allow data to be collected and processed lawfully by their partners for advertising and other purposes.

Without the Framework consumers will see less relevant online messages from brands, and brands will see less engagement from consumers. The resulting loss in advertising revenue would impact jobs within the publishing and digital advertising industries, and millions more in related sectors.

Commenting on the Framework, Colin Barlow, Global COO, GroupM said: “The GDPR will bring a number of new requirements to all participants in the digital advertising ecosystem. Such change requires a new shared industry standard, and the IAB Europe Framework offers the best solution to achieving this. GroupM has been consulting with IAB Europe and other members to ensure the framework meets our needs, and so that we can align to its requirements.”

For more information and updates on the proposed solution and its supporters, please visit the dedicated website at www.advertisingconsent.eu.

Date: 16th-17th May, 2018

Venue: Hilton London Canary Wharf, London

Agenda: https://bit.ly/2EHA0qv

Bookings: https://bit.ly/2GtKgPn

Programmatic Pioneers Summit is the leading European event for marketers who want to transform their programmatic strategies. Whether in-house or outsourced, PPS brings together the entire ecosystem: the Brands, Agencies, Publishers and Tech companies who are challenging convention and shaping the future of programmatic marketing.

Download the agenda to find out exactly who is speaking, what the hottest topics are and how Programmatic Pioneers Summit can benefit you: https://bit.ly/2EHA0qv

Programmatic Pioneers Summit will bring together over 200 attendees, 70+ thought leading speakers and 10+ hours of valuable networking time. With brands, agencies, publishers and solution providers all in the one place at the one time this is not to be missed!

As a proud partner of the event, we are pleased to offer you an exclusive 20% discount off the full price to attend, using our code: PPSIAB2018

Book your place online here

Join on Wednesday 14 March 4pm CET/ 3pm GMT

Join this webinar on Wednesday, 14 March at 4pm CET / 3pm GMT to gain insight into the “Building better ad experience for users to sustain the free & open web” which encompasses Google’s initiatives to help sustain the ad ecosystem focus on two key areas, being the reduction of demand for ad blocking by busting annoying ads, and addressing existing ad blocker usage through user education and alternative funding choices.

As part of this commitment to ensure sustainable free and open web ecosystem, Google started to implement its plan for the Chrome browser to filter ads on 15 February. The filtering is based on the threshold of consumers’ reception of ads, as set jointly by industry with the Better Ads Standards of the Coalition for Better Ads which are applicable in desktop web and mobile web environments in Europe and North America based on research reflecting the views of more than 40,000 users in these geographies.

The webinar will be presented by Scott Spencer, Director of Sustainable Advertising, and Jan Hardrat, Publisher Solutions Specialist, Central Europe at Google, and followed by a Q&A session, and as a whole hosted by Greg Mroczkowski at IAB Europe. Among Scott Spencer’s wide-ranging responsibilities are the processes, policies, and algorithms that help Google fight bad ads, sites, and scams, as well as the company’s efforts to contribute to the improvement of the sustainability of the overall advertising ecosystem, which includes collaboration with the Coalition for Better Ads to fight the bad ad experiences. Whereas Jan Hardrat in his role works on initiatives such as Ad Experience Report and Funding Choices, as well as on programmatic advertising solutions, yield monetization and platform efficiencies.

Speakers:

Scott Spencer, Director of Sustainable Advertising, Google Jan Hardrat, Publisher Solutions Specialist, Central Europe, Google
IAB Europe
Rond-Point Robert
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