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.
IAB Europe hosted a webinar to dive deeper into the findings of the report including the current digital video adoption, drivers, challenges and strategies of both buy and sell-side stakeholders.
Speakers:
 |
 |
 |
 |
| Ben Geach (presenter) Director Global Product Strategy Oracle |
Caroline Hugonenc VP Research Teads |
Paul Astbury Head of Specialist Sales Integral Ad Science |
Melissa Roberts Head of Video Market Development EMEA AppNexus |
We are also surveying the industry about the current drivers and concerns that are impacting programmatic investment – take part here.
Watch the recording and download the presentation below:
Today, IAB Tech Lab and IAB Europe released the Transparency and Consent Framework’s Mobile In-app Specifications as a final version ready for widespread industry adoption. No significant changes were made to the specs in the process of finalization. Tech Lab’s GDPR Mobile Subgroup reviewed the specifications and public comments, considering their own implementation strategies in applying the Framework for in-app.
Early adopters of the mobile specs should be sure that their implementation complies with the final mobile in-app specifications and adheres to the Framework policies.
Released for public comment at the same time earlier this quarter, pubvendors.json will also be finalized in the coming weeks. Pubvendors.json provides granular controls to publishers, allowing them to whitelist vendors, addressing publisher liability concerns, and the ability for publishers to express if they support a vendor using Legitimate Interest as a legal basis. For mobile app inventory use of pubvendors.json, please review the Mobile Guidance for Ads.txt out for public comment until July 6th.
The Transparency and Consent Framework has over 350 registered vendors on the Global Vendor List, over 100 registered CMPs (Consent Management Providers), and potentially tens of thousands of publishers. This rapid adoption will be strengthened with the addition of finalized mobile in-app specifications.
General questions on the Framework can be sent to feedback@advertisingconsent.eu, and technical questions can be sent to transparencyframework@iabtechlab.com
To join the Transparency & Consent Framework, register here: https://register.consensu.org/
IAB Europe aims to understand the current drivers and concerns that are impacting programmatic investment in its latest Attitudes to Programmatic Advertising survey. Assessing the current adoption of and attitudes towards programmatic advertising from both buy and sell-side stakeholders is important to elevate industry understanding and identify areas for guidance.
The survey asks about:
Take the survey here.
The survey should take no longer than 15 minutes and will close on Friday 22 June. Please pass on the survey link to any relevant colleagues. All responses will be treated in the strictest confidence. All participants will receive a copy of the report.
IAB Europe aims to understand the current drivers and concerns that are impacting programmatic investment in its latest Attitudes to Programmatic Advertising survey. Assessing the current adoption of and attitudes towards programmatic advertising from both buy and sell-side stakeholders is important to elevate industry understanding and identify areas for guidance.
The survey asks about:
Take the survey here.
The survey should take no longer than 15 minutes and will close on Friday 22 June. Please pass on the survey link to any relevant colleagues. All responses will be treated in the strictest confidence. All participants will receive a copy of the report.
IAB Europe’s latest Digital Brand Advertising and Measurement Report demonstrates that advertisers, agencies, and publishers appreciate the need to align digital advertising measurement with growing trends and industry demands; including rising cross-media consumption and ad quality concerns. But, when it comes to accurately assessing the impact ads make, there is still a gap between knowing what the industry should be measuring and putting those metrics into action. For example, metrics related to ad impact, such as purchase intent (88%), sales (79%), and uplift in direct site visits (77%) are ranked highly as important measures. Yet figures for deployment of these metrics are far lower, with all measured by less than half of stakeholders. Indeed, even viewability is presently measured by just 48% of agencies, advertisers, and publishers.
The Report draws on a survey of approximately 650 buy and sell-side stakeholders from across Europe1. The results echo the findings of the 2017 IAB Europe Digital Measurement Priorities Report2 highlighting that industry-wide solutions are yet to be agreed for cross-media measurement and quality metrics.
Cross-media and cross-device measurement is key; both buy and sell-side stakeholders indicate that cross-media evaluation and a better understanding of how digital works in combination with other channels are important to drive more digital brand advertising investment. This is further supported by the fact that the top key performance indicators that stakeholders want to use for digital are those associated with traditional media, e.g. brand awareness and purchase intent. Indeed, online video, a popular format for digital branding campaigns saw growth of 35% according to the IAB Europe AdEx Benchmark 2017 study.
As per ongoing industry discussions, viewability and brand safety are top of mind when it comes to determining contact or environment quality. All stakeholders agree that increased trading on viewable rather than served impressions is important.
Brussels, 6 June 2018 - IAB Europe’s latest Digital Brand Advertising and Measurement Report demonstrates that advertisers, agencies, and publishers appreciate the need to align digital advertising measurement with growing trends and industry demands; including rising cross-media consumption and ad quality concerns. But, when it comes to accurately assessing the impact ads make, there is still a gap between knowing what the industry should be measuring and putting those metrics into action. For example, metrics related to ad impact, such as purchase intent (88%), sales (79%), and uplift in direct site visits (77%) are ranked highly as important measures. Yet figures for deployment of these metrics are far lower, with all measured by less than half of stakeholders. Indeed, even viewability is presently measured by just 48% of agencies, advertisers, and publishers.
The Report draws on a survey of approximately 650 buy and sell-side stakeholders from across Europe1. The results echo the findings of the 2017 IAB Europe Digital Measurement Priorities Report2 highlighting that industry-wide solutions are yet to be agreed for cross-media measurement and quality metrics.
Cross-media and cross-device measurement is key; both buy and sell-side stakeholders indicate that cross-media evaluation and a better understanding of how digital works in combination with other channels are important to drive more digital brand advertising investment. This is further supported by the fact that the top key performance indicators that stakeholders want to use for digital are those associated with traditional media, e.g. brand awareness and purchase intent. Indeed, online video, a popular format for digital branding campaigns saw growth of 35% according to the IAB Europe AdEx Benchmark 2017 study3.
IAB Europe’s efforts to improve cross-media measurement are focused on enabling cross-industry discussions and facilitating the development of common best practices and standards across Europe via its Measurement Organisations Forum.
As per ongoing industry discussions, viewability and brand safety are top of mind when it comes to determining contact or environment quality. All stakeholders agree that increased trading on viewable rather than served impressions is important.
IAB Europe is working with EACA and WFA in the cross-industry European Viewability Initiative4 which aims to improve the accuracy and consistency of viewability measurement, a vital step towards identifying realistic brand exposure levels. This will help to make digital advertising more directly comparable with TV where ‘opportunity for the consumer to view’ or ‘opportunity to see’ an advertisement is the accepted tenet for brand advertising.
“The IAB Europe report confirms the fact that cross-media measurement and the application of traditional media metrics to digital brand advertising are of utmost importance to our clients and our business” explains Christer Ljones, Head of Product Strategy, Schibsted Norway Advertising and Vice-Chair, IAB Europe Brand Advertising Committee. “Cross-industry cooperation is critical to develop these areas to ensure advertisers continue to consider digital as a key channel for brand campaigns.”
Fabrizio Angelini, CEO, Sensemakers – comScore Italia said:“In my opinion, the results of the IAB Europe survey offer a clear picture of the online industry’s current needs and expectations in terms of measurement. On the one hand it is crucial to constantly improve the quality and transparency metrics – with a focus on the programmatic ecosystem – and on the other hand, developing consistent cross-media measurement systems is key to foster future investment and growth.”
For more information, please contact: Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)
---
1 About the IAB Europe Digital Brand Advertising and Measurement survey
IAB Europe invited the industry to share views on their current challenges for digital brand advertising, measurement and solutions that could drive more investment into digital media.
The survey asked about:
2 IAB Europe 2017 Digital Measurement Priorities Report - https://bit.ly/2gPFBQp
3 IAB Europe AdEx Benchmark 2017 study - https://bit.ly/2x7tS7s
The AdEx Benchmark study is the definitive guide to the state of the European digital advertising market and is now in its twelfth year.
4 European Viewability Initiative - https://bit.ly/2wKMeGj
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.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Marta Sułkiewicz, Chief Sales Officer EMEA & APAC and Emil Pawłowski, Business Development Director, Gemius.
In 2017 for the first time the share of digital media in global ad spending (41%) exceeded TV (35%)*. Digital and tv jointly cover 76% of global ad spending and are most powerful channels in marketing communication. Now, for the first time, it is possible to measure them in one study using single-source panel and the same methodology. Let us introduce our cross-media measurement for online, TV and radio, that is able to reveal the consumer journey with content & ads consumption patterns enriched by the online shopping behaviours.
*according to MAGNA / IPG.
The GDPR quite meaningfully changes the rules and conditions around consent as a legal basis for processing personal data. This blog post will address one particular rule, about which there is a great deal of uncertainty due to various misleading statements being made by individuals and organizations whose representation of the law is not rooted in law but ideology. Specifically, they claim that under the GDPR it is illegal to make access conditional on consent for data processing; or in other words that a data subject must be able to refuse to give consent while still having access to the service.
The rule in question is GDPR Article 7(4):
“When assessing whether consent is freely given, utmost account shall be taken of whether, inter alia, the performance of a contract, including the provision of a service, is conditional on consent to the processing of personal data that is not necessary for the performance of that contract.”
This rule stipulates, in essence, that one needs to consider whether the fact that access to a service to which the data subject seeks access is conditional on a data subject consenting to data processing. A careful reading of this provision reveals that the words “prohibition” or “prohibited” do not form part of the rule.
This is no coincidence. This language has been carefully drafted with the specific intent of not establishing a general prohibition of such take-it-or-leave-it choices. Indeed, the European Parliament’s legislative resolution of 12 March 2014 read:
“[…] The execution of a contract or the provision of a service shall not be made conditional on the consent to the processing of personal data that is not necessary for the execution of the contract or the provision of the service […]”
As those familiar with the legislative process in the European Union know, the European Parliament is but a co-legislator with the Council of the EU also having to agree to a legislative text in order for law to be adopted. It did not agree to establishing a prohibition of take-it-or-leave-it consents and so a compromise was reached that fell short of a prohibition of the practice, while creating the possibility for the practice to be unlawful in certain circumstances – “utmost account shall be taken of whether” consent to processing of personal is a condition for provision of a service, as opposed to “provision of a service shall not be made conditional on the consent to the processing of personal data […].”
The question thus is, when is it appropriate to make provision of a service conditional on consent and when not?
In IAB Europe’s view, it is perfectly reasonable for a publisher to refuse access to its content to users who do not agree to the publisher processing data to display data-driven advertising to monetize the content. Just like any other private provider of commercial goods and services can refuse access to their offering, unless terms, conditions, and payment are accepted by the consumer. Obviously, it must always be the consumer’s free choice to enter into the commercial agreement or not. It the very essence or the free market and respect for private property.
In other circumstances like the supply of insurances or public goods, where the citizen is without a choice, e.g. healthcare, schools, drivers licenses, etc. it is reasonable that these services must be provided even if the citizen does not want to consent to processing of the personal data for commercial purposes.
Luckily, for the moment the ePrivacy Directive, which complements and particularizes the general rules of the GDPR, 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,” such as advertising.
