Interactive Advertising Bureau

At the recent Cannes Lions International Festival of Creativity, IAB Europe member S4M, the Drive-to-Store specialist, announced the results of the first worldwide study dedicated to the share of drive-to-store advertising investment. 

Commissioned as an independent drive-to-store advertising research study from IHS Markit (Nasdaq: INFO), a world leader in critical information, analytics and solutions with over 15 years of advertising-sector expertise, the study, The State of Drive-to-Store Advertising 2019, shows that the worldwide share of drive-to-store investments for retailers will reach €55Bn. in 2019 – 58% of the total advertising spend for the industry. This investment is expected to reach 65% by 2023, or €75Bn., a 36% growth driven by digital-to-store spending.

While many studies by media, format or method of purchase already exist, The State of Drive-to-Store Advertising 2019 is the first research study that assesses the size of the advertising market across all types of media from a drive-to-store campaign perspective. The study surveys 400 advertisers from all retail sectors in support of the market data and forecasts generated by IHS Markit.

Key figures showed:

Finding 1: Drive-to-store growth is led by digital

Generating in-store traffic has always been one of retail’s main goals, and advertisers are dedicating an increasingly greater part of their advertising strategy to it. Indeed, the world retail advertising market will reach €113Bn. by 2023, by which time more than half will be attributed to drive-to-store. This growth is strongly led by the digital-to-store, the leading media used by retailers to increase the number of in-store visits. As a matter of fact, in 2023, digital will represent 68% of worldwide drive-to-store spend as opposed to 54% in 2018.

Finding 2: Advertisers are increasingly looking for activations that can be measured and optimized in real time

The rise of digital-to-store can be explained by a growing demand for effective and measurable solutions. These new innovative solutions are a result of the staggering growth in mobile use and its technical specificities, especially when it comes to geolocation data, which enables brands to bridge the gap between the online and offline world. Therefore, the drive-to-store media mix will evolve tremendously in the coming years, led by mobile and social media, which are considered the two highest performing media channels to generate traffic in points of sales by the advertisers surveyed. Incidentally, by 2023, mobile will become worldwide retailers’ favorite channel, with the study forecasting that they will allocate 26% of their drive-to-store advertising spend to it. In comparison, the study forecasts that, overall, these same retailers will spend just 7% of their drive-to-store budget on press, 6% each on leaflets and radio and only 4% on Out-of-Home. Despite these figures, retailers will continue to use traditional media in their media mix to attract consumers to stores. They will, however, turn more heavily to digital solutions like on-demand TV, programmatic audio, and digital out-of-home.

Finding 3: Retailers want to measure the concrete impact of their drive-to-store strategy in stores, giving up more traditional media KPIs

The study shows that advertisers who set up a drive-to-store strategy are mainly looking for ways to measure the concrete impact generated in their points of sale. This way, the number of visits, particularly incremental visits, and sales in stores are the first key performance indicators (KPIs) mentioned by advertisers as a way to measure the impact of their drive-to-store strategy. Traditional media KPIs such as reach, repetition, click-through rate and impressions rank last.

Finding 4: Some sectors are more inclined to Drive-to-Store

Overall, there are significant levels of drive-to-store adoption among all retailers. However, levels of adoption vary from one country to another, which is why it is important to look at particular market dynamics. This is reflected by the Automotive industry which, although leading global drive-to-store spend in terms of revenue with over €20 billion by 2023, does not always come first in terms of shares country-wise. Notable country-specific trends include the strong performance of the Restaurant industry in France and CPG in Italy, where both will have more than a 95% share by 2023, far ahead of Automotive.

By 2023, three industries will stand out from the rest to lead the worldwide drive-to-store market. Automotive will come first (28%), followed by Grocery (26%) and Restaurant (19%), which will complete the triumvirate. When it comes to performance, digital media will drive growth across the retail ad market with a 66% share by 2023, up from 58% in 2018, with a focus on mobile. Indeed, the latter will grow its share of the drive-to-store market to reach 26% in 2023. However, social will be the fastest mover, doubling its share over the same period, going from 10% to 20% by 2023.

To access the full study, click here: The State of Drive-to-Store Advertising 2019

IAB Europe welcomes yesterday’s ‘Adtech Update Report’ issued by the UK Information Commissioner's Office (ICO). We appreciate the ICO’s measured approach and focus on understanding the practices of, and engagement with, the advertising industry as expressed in the report. We look forward to working with the ICO over the coming weeks and months to continue to educate the ICO on the industry’s practices, identify and address its concerns, and drive the industry in a positive direction toward a standardised solution.

The ability to address the ICO’s concerns is near impossible to achieve without a standardised industry solution and we share the ICO’s aim that parties operating within digital advertising can continue to operate responsibly and in compliance with relevant laws, to ensure the sustainability of this innovative sector which underpins the ad-funded internet.

We also welcome the opportunity to clarify some of the misconceptions in the report’s description of the features and functionality of the Transparency & Consent Framework (TCF). The TCF provides a common framework to facilitate compliance with certain of the requirements of the ePrivacy Directive and the GDPR for every part of the advertising value chain, from publishers and technology companies through to agencies and advertisers. In addition, the TCF ensures publishers and advertisers can provide users transparency and choice about the processing of their personal data while continuing to maintain choice in the technology companies with whom they wish to work.

The Content Taxonomy provides nomenclature for categorizing content. It can be applied by publishers and other companies in conjunction with OpenRTB – a communication protocol supporting real-time bidding – and other technologies to allow for better placement of advertising alongside editorial, notably including avoidance of ads for content falling into sensitive categories. Companies choosing to implement the OpenRTB protocol and Content Taxonomy are responsible for ensuring that any personal data they pass or receive complies with the privacy laws and restrictions of their jurisdiction. This is similar to a companies’ use of any similar technology, such as HTTP or Wi-Fi.

The IAB Europe Policy team and I will be working closely with the ICO - as we have with other regional Data Protection Authorities (DPAs) - and this ongoing dialogue will inform any future iterations of the TCF, to strengthen its ability to support the industry in mitigating privacy-related risks, so online users have confidence and trust in how their data is being used.

Townsend Feehan, CEO, IAB Europe

On the 4-5 June in Warsaw, Poland, IAB Europe hosted its 13th edition of Interact, the must-attend event for the digital advertising and marketing industry. This year we hosted 600 leading European advertisers, publishers, industry experts, agencies & media owners to hear about the latest trends, innovations and challenges through excellent keynote speeches and engaging panel discussions. A big thank you to everyone who attended and took part in making Interact 2019 such a success! We’ve put together the event highlights so you can see all the great things that took place over two days in the beautiful Warsaw!

Watch the highlights

See the top moments from Interact 2019 featuring excellent speakers from P&G, Verizon Media, Douglas and many more!

Get a feel of the exciting atmosphere at Interact 2019!
Watch on Youtube:

Interact Agenda - What we saw and heard over the two days!


Day 1 of the conference kicked off with IAB Europe’s Chief Economist, Daniel Knapp unveiling the results of the much-anticipated AdEx Benchmark 2018 study, the definitive guide to the state of the digital advertising market. Advertising grew 13.9 percent in 2018 to €55.1bn, driven by strong growth in video, mobile and social spend. This is the fastest growth since 2011 and has seen the market more than double in size since 2012.

Other key highlights of Day 1 included Dominic Grainger, CEO at GroupM EMEA sharing key trends that GroupM has seen across Europe; Taide Guajardo Brand Director from Procter & Gamble discussing reinventing brand building and disrupting the way business can be done; and Anita Caras, Insights Director from Verizon Media, talking about capturing consumer attention in the moment. The day closed with a panel discussion on GDPR, one year on, discussing the impact IAB Europe’s Transparency & Consent Framework (TCF) had had on the industry.

Check out more photos from Day 1 here.


Day 2 of the event was split into four different tracks: Growth drivers, Content & Creativity, Digital Transformation and Consumer & Privacy. Each track had a selection of keynote speeches and panel discussions related to that theme. Track highlights included:

More photos from Day 2 are available here.

Catch up on  some of the key Speeches and Panel discussions

AdEx Benchmark Study 2018
Watch on Youtube:

Unlocking the Programmatic Black Box
Watch on Youtube:

GDPR one year on and the IAB Europe TCF 2.0
Watch on Youtube:

The Courage to Act
Watch on Youtube:

For all the other available keynotes and panels check out our YouTube channel here.

IAB Europe’s MIXX & Research Awards Celebrated in Warsaw!

IAB Europe’s prestigious MIXX Awards Europe and IAB Europe Research Awards were held at Interact. The annual award competitions showcase the very best of digital advertising from across Europe and the winners were announced on the evening of 4 June. Well done to all the entrants and winners of the MIXX awards and Research awards! You can see all the fun of the night captured in the award pictures!

Thank you to our Sponsors!

A huge thank you to our Interact partners this year.



Ensuring brand safety for clients has introduced new challenges for the industry around delivery and effectiveness in programmatic.  In order to ensure brand suitability, many marketers use custom keyword blocklists to guarantee their ads do not appear alongside undesired content. Consequently, some ads are blocked post delivery and may negatively impact the effectiveness of the campaign.

Download the case study below and learn how Omnicom Media Group Programmatic partnered with Integral Ad Science, to deliver optimal campaign results whilst ensuring brand safety pre- and post-bid.

Brussels, 13 June 2019 – Ahead of Interact 2019, IAB Europe’s flagship conference in Warsaw last week, IAB Europe members elected their new Board of Directors during the Annual General Meeting for a two-year mandate. IAB Europe’s Board is comprised of ten Corporate members and ten National IAB Members, which ensures a multi-stakeholder representation in leadership, including Publishers, Agencies and Ad Tech companies. The list of the newly elected Board members is as follows:

Corporate Board Members

National IABs Board Members

 Włodzimierz Schmidt is now the official Chairman of the IAB Europe Board of Directors until 2021. Constantine Kamaras is Chairman Emeritus.

The new Executive Committee (ExCo) comprises the following members:

Townsend Feehan, CEO at IAB Europe said: “The team and I are excited about working with this new Board, which has a good balance of new faces from great European media and technology brands, on the one hand, and strong continuity from companies and National IABs on whom we’ve relied for the past two Boards, on the other.  It is hard to imagine a more interesting time to have this stewardship role for the industry,”

The new Board will oversee implementation of a three-year plan developed by the departing Board extending the Association’s scope beyond interactive advertising to digital marketing. The plan is built around three core areas: policy advocacy & regulation; frameworks & codes of conduct; and industry programmes.   


Media contacts

About IAB Europe

IAB Europe is the European-level association for the digital marketing and advertising ecosystem.  Through its membership of National IABs and media, technology and marketing companies, its mission is to lead with political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market, for the region’s digital economy and citizens.

The MIXX Awards Greece celebrate and recognise the best digital advertising campaigns in the Greek market. Award winning nominations will be promoted to educate the market on what practices are effective and to inspire through the emergence of new ideas and future trends. The competition has 12 categories in 2019.

I am on the jury for the second year in a row alongside peers from National IABs from across the region including Croatia, France, Romania, Spain and the UK.

I am always excited to review the latest work from the Greek market to see first-hand the creativity that their digital advertising industry offers. This year I have seen an increase in the variety of campaigns and quality of results. Unfortunately that is all I can reveal at this point… The winners and the reasons for their awards, will be announced at the awards ceremony on June 19th at the Cinema Bonboniere in Athens. Stay tuned!

Find out more here:

MediaCom Schweiz

Audi e-tron launch campaign e-Hub

Winner of Responsive Display Advertising (Gold)

How can Audi launch the first electric car without having one that can be shown? Consumers still have many questions on electro-mobility. Our solution: Absolute Customer Centricity. The focus starts on the customer and their questions on e-mobility. Thanks to a nurturing concept, the prospect/person concerned receives information that’s relevant only to him throughout the customer journey. Designing a digital always-on content/lead campaign to generate e-tron prospects who will be converted to high-quality e-tron buyer leads via a multi-tiered and multi-channel approach.

Initiative / Reprise

Orange Finance tracks full consumer journey

Awards: Direct Response / Lead Generation Campaign (Gold)

Orange decided to check the impact of its mobile campaign on visits in shops and its offline sales of promoted services. They searched for a common point between their campaign and measurement of a physical location, delivered by a mobile device. Initiative built a custom attribution model based on geolocation and a list of Orange stores, in which users could apply for a cash loan. Here, mobile was very useful, as they could run a rich media ad with embedded map that shows the nearest Orange Store.



Awards: Effective Use of Data (Gold) and Campaign Effectiveness (Silver)

Castorama worked with Xaxis to make it the online sales leader in the home-improvement category, with a limited budget. They wanted to create new paths to conversion and used content featuring popular celebrities to target their demographic by boosting engagement. Utilising mPlatform and AI-based targeting technologies, Xaxis matched banners served to the interests of each consumer. They then tailored content to be even more targeted. To maximise sales, they cross-referenced data for with the best-selling items on Google, Allegro and Ceneo online stores.

LDV United

Dare To Sponsor

Awards: Grand Prix; Integrated Advertising (Gold) and Social Media (Silver)

Campaign summary
Special Olympics needed to get more sponsors. In order to convince companies to sponsor athletes with a mental disability we made a full integrated B2B campaign. Targeting major brands through personalised direct mail, billboards in front of their own headquarters, a touching online movie and the support of Belgians top athletes on social media.

  1. Objectives and Strategy
    Special Olympics provides sports training and competition for people with intellectual disabilities. They are funded by private partners, but in need of extra financial support to keep up with their growing member numbers. So, the main objective was finding new leads and get potential sponsors to commit to a long-term partnership.

    But how do you get the attention of major brands in a competitive charity-/sponsorship- market situation?
    By presenting our athletes not as a good cause, but as a smart investment. Because even though they have an intellectual disability, they too win gold medals and break records.

    The campaign was aimed at big brands and companies. To achieve our goal, we set out three target groups:
    1. Primary prospects, getting a personalized treatment.
    2. Secondary prospects, reached through social media and media.
    The many people. Giving an extra push to our first target groups. And talking about social inclusion.

  2. Execution and Media
    The idea? Copying existing sponsorship campaigns. For example: we put their picture on a can, like our Belgium Red Devils on a can of Coca Cola. We made them shave as if for a Gillette commercial. And put their face on a billboard holding a product.

    This idea was translated in a fully integrated approach. First of all, we’ve launched an online film, daring our primary prospects like P&G and Coca-Cola company directly to cast one of our special athletes in their next commercials. On the same day, we made sure that our Gillette print, featuring a shaving special athlete, was placed on a billboard in front of P&G’s headquarters. Moreover, we’ve also sent direct e-mails and a follow up direct mail containing a can featuring a special athlete.

  3. Creative
    Next, we’ve broadened up the campaign to reach secondary prospects. For them, we bought – with limited budget - online banners on marketing websites and Instagram ads, and pushed our content on LinkedIn, showing banners who challenged brands to #daretosponsor.

    The press loved the surprise and in collaboration with influencer athletes on social media, the campaign kicked off with huge first PR-wave, reaching out to our last target group, sport fans. Multiple companies were charmed by the challenges, some even responding with a video on social, featuring their CEO who accepted the challenge. Each new sponsor, resulted in a new PR-wave.

  4. Innovation
    To convince big brands to sponsor, we’ve used a unique approach to make a B2B campaign in a B2C-setting. We needed the support of sports heroes and sport fans to put pressure on potential sponsors.
    Besides, we hijacked well known sponsor formats such as TV-commercials, billboards and product placement. We showed in an original and fresh way how special athletes have the same abilities as famous sports professionals.
  5. Results
    In PR, we had a total reach of over 16 million views and an earned media value of more than 719.000 euros.

    But more importantly, we found the extra sponsors that Special Olympics needed so badly. We convinced 10 of Belgium’s major brands to start a new partnership with Special Olympics. Including Procter & Gamble, Coca Cola (Aquarius), BNP Paribas, Mylène, Red Bull, Telenet, MCcain, Johnson & Johnson and Nestlé. Enabling over 800 athletes to continue training and competing in Special Olympics. Up till today, we are talking with new potential partners. Because every top athlete deserves a top sponsor.


Men Do Apologize TV Integration

Awards: Branded Content (Gold)

Campaign summary
In line with Axe’s long term strategy of having a cool male tone of voice with an emphasis on diminishing negative gender stereotypes around toxic masculinity, Axe has focused on fighting the “Real Men don’t apologize” stereotype in 2018. The purpose is weakening gender stereotypes via generating talkability on social media about how old fashioned these beliefs are.
Integrating our branded content to the popular TV show “Çukur”, in a way that the consumers haven’t experienced before, with the use of TV Adbox technology. For the first time in Turkey, a TV audience decided what would happen next in their favorite show, simply by using a remote control.
We’ve spreaded our message “Men do apologize” in an impactful way, helping the brand create positive talkability and higher brand engagement

  1. Objectives and Strategy
    Axe had a long heritage of a “teenager male” tone of voice, with, shamefully, sexist references in between the lines. As of 2013 Axe started a journey of “growing up” leaving the old self behind. After stepping into the adult male life, combatting the idea of toxic masculinity has became a strategic priority for Axe. First fought with the “Men do not cry” gender stereotype, and in 2018, Axe focused on breaking the "Men do not apologize." stereotype.
    Our objective was to find ways to grab our target audience’s attention and create awareness around how the “Real Men don’t apologize” stereotype pressures men in their life.
    Also on the product side, there was a packaging innovation to prevent the breaks in product caps. There was negative buzz in social media around it and we’ve announced the new packaging on social media via #kirdiysakozurdileriz (#weapologizeforbreaking), which then became the campaign hashtag
  2. Execution and Media
    Unlocking this strategy was possible via making popular macho characters to apologize. Çukur (The Pit) is one of the most popular TV series in Turkey, telling the story of a dangerous neighborhood ran by a noble mafia family. Since every episode has been watched by average 5mio people and male characters had been demonstrating all the wrong gender stereotypes that we fight against, it was the perfect content for us to integrate our message.
    But it wasn’t enough just to reach people, since scenario integrations are heavily used by brands. In order to generate talkability, it was also critical to interact with them in a way that the interaction itself would also create further buzz.
    Thus, we created a TV integration project that reflected the public opinion in real time, in a way that hasn’t been done before in Turkey thanks to the integration of TV Adbox and social media.
  3. Creative
    Having various content alternatives and letting the audience define the storyline hasn’t been done before in Turkey. In collaboration with the scriptwriters, 4 different conflict scenes in which 4 different male actors hurt another character’s feelings were created.
    Then viewers were asked to decide, which character should apologize in real time via TV Adbox and Twitter.
    The voting results were shared after the first half of the episode on TV Adbox frame ads and on Twitter.
    Then the apology scene of most-voted character was broadcasted in the second half of the episode
  4. Innovation
    TV Adbox (A HBB TV technology), enables advertisers to broadcast targeted ads on TV and also create interaction with the viewers via the remote control.
    Asking TV audience to decide what will happen next in real time was never been done before in Turkey. Of course not at the same scale, but it was even before Netflix did it with Black Mirror.
    People voted via Smart TV remote control, every character had a color coding on the remote. Also people who didn’t own a Smart TV were able to vote via Twitter. The most voted character apologized in the same episode on broadband. So the voters have had the chance to influence what all viewers would watch.
    Then the voters of other 3 characters were retargeted, leading them to watch the apology scene that they’ve wanted to see in our and Cukur’s social media accounts.5. Results
    The episode was watched by 5 million people. 5.249 votes were collected in just 60 minutes, through Smart TV’s and Social Media (1582 from Smart TV, 3667 from social media.)
    During the apology scene, via frame ad on TV we’ve aired an apology CTA: “Now, it’s your turn. Apologize from the ones you’ve hurt with the hashtag on Twitter!”. 3.750 apology messages were shared on Twitter in half an hour with hashtag #Kirdiysakozurdileriz. Axe became an organic trending topic and we’ve reached 1.216.226 unique users on Twitter in 3 hours with minimum investment.
    The use of this innovative technology, in a way that changed the course of an episode, was an unique experience for Cukur watchers

IAB Europe is delighted to announce the winners of its prestigious annual MIXX Awards Europe competition.  The awards showcase the very best of digital advertising from across Europe and the winners were announced at IAB Europe’s annual Interact conference in Warsaw, Poland on 4 June. Chaired by Anna Lubowska, Independent Business Consultant and Supervisory Boards Member, the MIXX Awards Europe has 13 categories which were reviewed by a jury of leading industry experts. More information about the MIXX Awards Europe jury members can be found here.

Anna Lubowska, Chair of the Jury said: “Today marketers have a range of channels in which they can reach their target audiences. This brings with it challenges on deciding where to allocate advertising budgets. Celebrating the latest and greatest work, the MIXX Awards Europe highlight why digital is a necessary channel for all campaigns. The competition recognises these campaigns and the teams behind them achieving excellence in digital marketing. Winning a MIXX Awards Europe prize puts victors in the marketing spotlight.”

The 2019 award winners are:


Grand Prix

LDV United

Dare To Sponsor






Brand Advertising Campaign



Gold: Mindshare

Lipton - Silence Ad Break


Silver: Bruketa&Zinic&Grey

The Tunnel


Bronze: Mindshare

Red Line







Branded Content



Gold: Mindshare

Men Do Apologize TV Integration


Silver: Wavemaker Hungary

Heroes of Sales – the first shoppable online comedy


Bronze: LDV United

Breastfeeding Extras






Campaign Effectiveness


Gold: Havas Denmark

ALDI Creating retail-traffic through intelligent GPS data customer mapping


Silver: Xaxis



Bronze: Mindshare

Pharmaton TV Sponsorship Enhanced Interaction with Second Screen





Direct Response / Lead Generation Campaign



Gold: Initiative / Reprise

Orange Finance tracks full consumer journey


Silver: Wavemaker Turkey






Effective Use of Data


Gold: Mindshare Poland



Silver: Havas Denmark

ALDI Creating retail-traffic through intelligent GPS data customer mapping





Integrated Advertising



Gold: LDV United

Dare to Sponsor


Bronze: Arena Media Spain

Pet Talks






Native Advertising



Silver: MediaCom

Akbank Jazz Festival | Adaptive Jazz Radio Campaign


Bronze: Ekstra Bladet

Relevant content led to massive impact with young women


Bronze: Initiative

Axe Starladder 2018




Programmatic Advertising



Silver: Borusan Otomotiv - BMW

BMW 4 Series Addressable TV


Bronze: Mindshare

Freestyle - HBB TV Cross Screen Integration


Bronze: Universal McCann

Toyota Hybrid Cars Programmatic OOH




Responsive Display Advertising



Gold: MediaCom Schweiz

Audi e-tron launch campaign e-Hub



Search Advertising



Gold: Hype

Turn Your Searches Into Trees


Silver: MOSQI.TO

Painless banking for everybody





Social Media



Gold: Mindshare

Get Artsy with Polo!


Silver: LDV United

Dare to Sponsor


Bronze: Mindshare Poland



Bronze: C-Section





Video Advertising



Gold: OMD

Doritos Cool & Hot


Silver: Wavemaker Hungary

Heroes of Sales – the first shoppable online comedy


Bronze: Mindshare

Cornetto Mobile İn Love





Virtual and Augmented Reality  or other new technologies



Gold: Mindshare

Red Line


Silver: Spotify

Spotify for Brands Virtual Reality House Tour


Bronze: Saatchi&Saatchi Ukraine

Sprite: DRONE PAINTER - Ugly or Contemporary Artist


Bronze: GONG

Tymbark - Funbot



The Jury was Chaired by Anna Lubowska, Independent Business Consultant and Supervisory Boards Member and is joined by Anna Gruszka, Chief Digital Officer of IPG Mediabrands, CEO of Reprise, Ash Grant, Head of Biddable Media at Experian, Daniel Bischoff, Chief Marketing & Operations Officer at RTL AdConnect, Christina Keller, Director of Creative Shop, Central Europe at Facebook, Peter Drake, Executive Creative Director at Digitas and Stephanie Matthews, Campaign Manager at Virgin.

For more information, please contact:

Marie-Clare Puffett, IAB Europe (

IAB Europe
Rond-Point Robert
Schuman 11
1040 Brussels
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