AKBANK
Smart Audience Targeting on Facebook
HERE.
Ekstra Bladet
Denmarks Best Idea – very high engagement and explosive
HERE.
Golin & MullenLowe Romania
VANILLA SKYPE – THE FIRST THEATRE PLAY WITH AN AUDIENCE CASTING
Watch it here.
Milan, 24 May 2018 - IAB Europe is pleased to announce the Winners of the 2018 MIXX Awards Europe: People Initiative, MediaCom, LDV United, Initiative Russia, RAFINERI, Havas Media, DBi, Ecselis, Golin and MullenLowe Romania, AKBANK and Ekstra Bladet.
The awards recognise and celebrate the year’s best digital advertising campaigns in Europe.
The winners were announced last night at the gala dinner held as part of IAB Europe’s Interact conference in Milan.
Alison Fennah, Executive Business Advisor for IAB Europe said: “Congratulations to all of our 2018 MIXX Award Europe 2018 winners, whose campaigns will be showcased to educate the market place about what works and why in digital marketing.”
Anna Lubowska, Chair of the Jury and CEO at GroupM Poland said: “Chairing the Jury and reviewing so many award-winning campaigns has been an insightful and challenging process. We are pleased to award some great campaigns from across Europe which showcase creativity, effectiveness and innovation.”
The 2018 award winners are:
People Initiative
From Inside the Plot
Category: Display Advertising
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Gold: RAFINERISahibinden: Warm Home For All
Silver: HypePegasus Airlines - Do You Still See The Same Ads? |
Category: Mobile Advertising |
Gold: Havas Media UKTour de Tech
Silver: AKBANKSmart Audience Targeting on Facebook |
Category: Video Advertising
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Gold: People InitiativeFrom Inside the Plot
Bronze: Mindshare TurkeyRexona Aurora |
Category: Social Media
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Gold: Golin and MullenLowe RomaniaELECTRIC CASTLE
Silver: LDV UnitedDare to Play - Special Olympics Belgium Bronze: Golin and MullenLowe RomaniaVANILLA SKYPE |
Category: Search Advertising
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Gold: AKBANKThe Future of Search Ads
Silver: HypeTurkcell – What was not up and running? Bronze: MediaCom Worldwide and BoseBose 360 Degree E-commerce Search Strategy |
Category: Native Advertising
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Gold: Ekstra BladetDenmarks Best Idea
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Category: Branded Content |
Gold: People InitiativeFrom Inside the Plot Silver: MediaComAkbank Jazz Version Of The City Bronze: Havas Media UK#BEHEARD – AJ Fight of the century |
Category: Responsive Display Advertising |
Gold: People InitiativeFrom Inside the Plot Silver: MediaComAudi Dealer Campaign |
Category: Virtual and Augmented Reality
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Gold: MediaComSea Hero Quest VR Silver: milklab MediaSmARt Engine Bronze: SAMSUNG POLAND, VML, MELT, PAPAYA FILMSThe Missed Spaceflight |
Category: Campaign Effectiveness |
Gold: LDV UnitedDare To Play – Special Olympics Belgium
Silver: J.Walter ThompsonHer Street View
Bronze: Golin and MullenLowe RomaniaVANILLA SKYPE |
Category: Programmatic Advertising
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Gold: Initiative RussiaDry Shampoo Silver: Mindshare TurkeyMAC Cosmetics, Footfall Increase with Programmatic OOH |
Category: Integrated Advertising |
Gold: People InitiativeFrom Inside the Plot
Silver: LDV UnitedDare to Play - Special Olympics Belgium |
Category: Effective Use of Data
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Gold: MediaComAkbank Jazz Version Of The City
Silver: SpotifySpotify – “The Hunger Spotter”
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The Jury was Chaired by Anna Lubowska, CEO at GroupM Poland and is joined Peter Drake, Executive Creative Director at DigitasLBi, Dan Watson, Digital Director at Carat, Daniel Bischoff, Marketing Director at RTL AdConnect, Ann Maes, Co-Founder at Flrish, Hossein Houssaini, Global Head of Programmatic Solutions at Havas, Libby Stroud-Kroon, Global Marketing Manager – Digital and Content for Johnnie Walker at Diageo and Roberto Zanaboni, Head of Digital Advertising, Rcs Media Group SpA.
More information about the jury members can be found online 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.
Milan, 24 May - IAB Europe is pleased to announce the winners of its 2018 Research Awards; On Device Research, Inskin Media, OMD EMEA, OMD Spain, Oath, comScore, BBC Global News Limited and Médiamétrie.
The awards recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry. The winners were announced last night at the gala dinner held as part of IAB Europe’s Interact conference in Milan.
Alison Fennah, Executive Business Advisor at IAB Europe said: “Congratulations to all of the 2018 IAB Europe Research Award winners and highly commended entries, whose projects will become part of IAB Europe’s best practice libraries used and referenced by industry professionals.”
Paul Hardcastle, Chair of the Jury and Research Director at Oath said: “I was pleased to see a high level of innovation in digital research projects across Europe in this year’s competition. Showcasing this best practice is important to the continued development of research into digital advertising development.”
Category: Brand Advertising Effectiveness |
Winner: On Device Research, Google, OMD, Essence, MediaLabFrom On-device to Out-of-home Highly commended: Inskin Media, Research Now, MoatThrough the Eye and Into the Brain |
Category: Consumer Attitudes and Behaviour |
Winner: OMD EMEARetail Revolution Highly commended: Oath and Kantar ConsultingBrand Love Index |
Category: Consumer Devices |
Winner: OMD Spain, Omnicom Media Group, AnnalectCROSSroads™ |
Category: Digital Advertising Formats |
Winner: Oath, Pilot, ViraoUser Insights From Another Reality |
Category: Advertising Solutions |
Winner: comScoreFree Viewability |
Category: Research and Data Innovation
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Winner: BBC Global News LimitedSOE Toolkit |
Category: Audience Measurement
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Winner: MédiamétrieTotal Internet Audience in France
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The Jury was Chaired by Paul Hardcastle, Research Director at Oath who was joined by Tony Evans, Director of Marketing Science EMEA at Facebook, Geir Jangas, Director of Advertising at Schibsted, Pawel Kolenda, Research Director at IAB Poland and Vice-Chair of the IAB Europe Research Committee, Louise Twycross-Lewis, Senior Research and Social Insight Consulting Director at Wavemaker UK and Stephanie Matthews, Commercial Audiences Manager ITV.
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.
In April 2018, IAB Europe and its Education and Training Committee organised a webinar on blockchain, inviting a panel of distinguished speakers to provide more insight into this hot topic, the buzzword de jour in the industry (recording available here). Delving deeper into the discussion surrounding the technology, its application and concerns surrounding its scalability is Hunter Gebron, Director of Strategic Initiatives, MetaX.
Technology empowers institutions and industries to far exceed the limitations of the human mind. No single brain is capable of processing billions of advertising impressions, sorting them categorically, and serving ads to the highest bidder within 100/ms. But bidders and ad servers using the OpenRTB protocol can. The level of scale technology has enabled digital advertising to reach is stupefying.
Scale has fueled an insatiable appetite for more; more data, more analytics, more tools, more jobs and acquisitions, more impressions, more vendors, more money, and lately more congressional hearings.
But scale enabled by technology is a double-edged sword. In one direction it cuts swiftly through the tethers of our human minds limitations. But in the other, it creates problems for the institutions trying to domesticate the tech for their benefit. Scale can be rather hard to tame.
Ad fraud is also exacerbated by technological scale. The digital pipes funnel human and non-human impressions with unbiased expediency, proficiency, and scale. Deciphering what is a bot and what is not? Well, that is somebody else's problem.
According to White Ops, ad fraud happens, “whenever and wherever digital advertising demand outstrips supply.”
Here Blockchain technology has emerged as a foregone conclusion for solving the problems associated with analyzing impressions and data discrepancies. At their core, blockchains are a shared ledger, and so the assumption follows that if everyone is sharing the same ledger, sorting out inconsistencies is no longer problematic. Because if all parties are working from the same shared data set, then there are no inconsistencies. In theory, it sounds great; in practice, it remains unrealized.
The reality is that the sheer number of impressions Ad Tech regularly handles is incompatible with blockchains in their current form. Not to mention blockchains don’t guarantee data provenance, it is entirely possible for data to be compromised before it is added to the shared ledger.
The Ethereum blockchain, for example, is capable of handling somewhere in the neighborhood of 14 transactions per second. To put that in perspective Facebook handles roughly 175k transactions per second.
Anyone standing at the intersection of blockchain technology and digital advertising has undoubtedly observed that the inability for blockchains to scale is a sticking point used by many to negate its viability as a real industry solution.
Yes, the Ethereum community is working tirelessly on scalability solutions like sharding, plasma, and other second layer solutions but that is irrelevant for anyone wanting to utilize blockchain technology right now.
At the time of writing, Ethereum can’t get anywhere near Ad Tech’s voracious impression powered engines of scale. Stopping there and looking no further, however, I would argue is a grave miscalculation about the actual value that blockchains can provide at this very moment.
The Scalability Bargain: Social vs. Transactional
When blockchains take away transactional throughput, they give us back something in return, what Nick Szabo refers to as social scalability.
Social scalability as defined by Szabo “is about the ways and extents to which participants can think about and respond to institutions and fellow participants as the variety and numbers of participants in those institutions or relationships grow. It's about human limitations, not about technological limitations or physical resource constraints.”
As it relates to the digital advertising industry; social scalability comprises the lawyers, accountants, fraud detection analysts, insertion orders, clawbacks, discrepancies, enforcement, arbitration tactics, trade organizations, etc..
It's the cumbersome human element that sorts through the mess left in the wake of ultra-scalable technology and tries to rationalize it all.
Computers can zip an impression halfway around the globe in two-tenths of a second, but at the end of the day, a human still needs to pick up the phone to get paid for it. And oftentimes they don’t, which results in a dispute, commonly involving lawyers and accountants, and that is a social scalability problem born out of a computer science solution.
In many ways, the enhancements provided to us by technology in the form of scalable networks and information flows have placed an inordinate amount of stress on social scalability.
I was reminded of this recently as I sat watching the Facebook congressional hearings. Lawmakers armed with nothing more than a 200-year-old piece of parchment and their human minds, battling against the algorithms used by Cambridge Analytica, and weaponized by massive amounts of Facebook’s user data that are so advanced even their creator Dr. Michael Kosinski admits he doesn't know how they work, was like witnessing social scalability smashing up against technological scalability in a head-on collision at 1,000 mph. The fall out of which will likely result in new regulation.
(Another relevant example of social scalability colliding with technology is the GDPR.)
But the reality is, as Dr. Michael Kosinski points out, the end of privacy is already here. Coming to grips with that revelation is going to become one of the next decades most pressing social and technological concerns.
Public and programmable blockchains like Ethereum provide an iron-clad framework for trust minimization and for reducing heavy social scalability burdens. We need not rely on faulty human institutions to be the arbiters of trust. We can offload trust to the blockchain the same way we offload impressions to bidders, ad servers, and platforms, trading one form of scale for another.
On a blockchain, it’s cryptography that does all of the heavy social scalability lifting, freeing society up from an enormous amount of labor intensive and cost prohibitive human limitations.
“When we can secure the most important functionality of a financial network by computer science rather than by the traditional accountants, regulators, investigators, police, and lawyers, we go from a system that is manual, local, and of inconsistent security to one that is automated, global, and much more secure.” - Nick Szabo
Blockchains have also unlocked the door to cryptoeconomics. A way to align economic incentives, using cryptography, to harness the collective mindshare of individuals spanning the globe towards participating in a shared goal.
The adChain Registry built by MetaX is a Token Curated Registry of publisher domains hosted on the Ethereum blockchain and designed to do just that. It is powered by a utility token called adToken (ADT) that is the economic driver for coordinating a group of unknown participants to come together and curate the contents of said list as judiciously as possible. It is NOT a system that relies on transaction throughput, but it absolutely is one that requires a blockchain.
Many blockchain projects are looking to integrate blockchain technology into the existing Ad Tech stack where they will inevitably run into the transaction throughput brick wall. We at MetaX are focused on reimagining Ad Tech from the ground up, using the blockchain as the technological scaffolding to build new cryptoeconomic structures, all the while keeping the lessons of old top-of-mind and staying grounded in reality regarding what blockchains are truly capable of providing at present.
We are not naive. As novel a concept as token curated registries are, a decentralized white list is not going to solve all of Ad Tech’s problems. The adChain Registry is the first stepping stone on the path to a much larger vision that we plan to roll out in stages over the course of the next several months.
Do I believe public blockchains like Ethereum will be able to scale to millions of transactions per second? Yes, I am confident they will. But until then there are plenty of exciting ways that blockchains, through their inherent trust minimization and increased social scalability, can unlock benefits across a swath of verticals, especially digital advertising. All that it requires are new ways of thinking and a willingness to embark on a new approach.
The European Digital Advertising market reached €48bn in 2017 compared with €24.8bn in 2012
Milan, 23 May 2018 – At its annual Interact conference today, IAB Europe announced that digital advertising grew 13.2% in 2017 to €48bn, driven by strong growth in social, mobile and video investment.
The AdEx Benchmark study is the definitive guide to the state of the European digital advertising market and is now in its twelfth year. A total of twenty markets grew double-digit. Mobile dominated with double-digit growth in all 27 markets in the study. Mobile display grew by more than 40% and now accounts for 42% of total display advertising whilst video now accounts for more than a quarter of total display. Social grew at a similar rate at 38% and increased its share of display whilst video grew by 4x the rate of non-video display at 35%. The growth in video is driven by out-stream advertising which experienced a 73.4% growth compared with in-stream at 6.9%.
Townsend Feehan, CEO of IAB Europe, commented “The digital advertising industry has experienced another year of strong double-digit growth in Europe confirming its role in underpinning the delivery of digital content and consumer experiences. With GDPR coming into force in just three days’ time we are at a crossroads for the industry and we must continue to improve user experiences as well as highlight the contribution that digital advertising makes to the European economy.”
The IAB Europe AdEx Benchmark study divides the digital ad market into three categories: Display, Search and Classifieds and Directories. Growth in these advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.
Display advertising outperformed search and classifieds with a growth rate of 14.9% to a value of €19.3bn. Search is still the largest online advertising category in terms of revenue with a growth of 14.4% and a market value of €21.9bn.
Daniel Knapp, Executive Director TMT at IHS Markit, said “Social, mobile, video and search were the growth drivers behind digital advertising in Europe in 2017. They stand for the power of connection, location, emotion and path to purchase that make digital advertising so versatile and indispensable for today’s brands.”
The top 3 individual growth markets reveal strong growth in the CEE region:
There was also strong growth in the most mature markets (in line with or above the European average) such as the UK (14.3%), Norway (16.6%), Sweden (18.4%), Switzerland (12.5%) and Denmark (9.7%) demonstrating that maturity doesn’t hinder opportunity for further innovation and growth.
Top 10 rankings (by market size)
The study is available here
For more information, please contact:
Alison Fennah, IAB Europe (fennah@iabeurope.eu)
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.
About the AdEx Benchmark study
The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analysed by IHS Markit. The report includes market size and value information for 2017 for the following markets: Austria, Belarus, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2017 January- December. This is the eleventh AdEx Benchmark study which began in the calendar year 2006.
Display includes PC-based and mobile banners, rich media and video formats.
See further explanatory note on data below.
About IHS Markit Technology, Media & Telecom’s Advertising Intelligence Service
IHS Markit Advertising 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 we provide a unique, independent and objective view.
About IHS Markit (www.ihsmarkit.com)
IHS Markit (Nasdaq: INFO) is a world leader in critical information, analytics and solutions for the major industries and markets that drive economies worldwide. The company delivers next-generation information, analytics and solutions to customers in business, finance and government, improving their operational efficiency and providing deep insights that lead to well-informed, confident decisions. IHS Markit has more than 50,000 key business and government customers, including 85 percent of the Fortune Global 500 and the world’s leading financial institutions. Headquartered in London, IHS Markit is committed to sustainable, profitable growth.
IHS Markit is a registered trademark of IHS Markit Ltd. All other company and product names may be trademarks of their respective owners © 2017 IHS Markit Ltd. All rights reserved.
