IAB Europe has taken note of last week’s decision by the Conseil d’État, France’s highest court for cases involving public administration, on whether the French Data Protection Authority, the CNIL, exceeded its statutory authority by adopting certain provisions in its Guidelines on cookies and other trackers last year. The legality of the Guidelines was challenged before the Conseil d’Etat by an interprofessional group of French associations (known as the “Interpro”), including IAB France.
The highest French court ruled the French DPA guidelines went beyond their remit by prohibiting cookie walls - a practice whereby website publishers may block access to internet users if they reject cookies. They pointed out the CNIL had “exceeded what it could legally do” by means of a soft law instrument such as the Guidelines. In all other respects, the court found that the CNIL had acted within its authority.
We note that the ruling is yet another reminder that the substantive issue of whether the EU’s General Data Protection Regulation (GDPR) actually grants users unlimited access to valuable online content and services at no cost in a way that would be anathema in the offline world, needs to be resolved in a way that aligns to fundamental notions that underpin our social market economies, including property rights.
We believe it was not the intention of the European legislator to deprive publishers of their rights to property or users of the prerogative to decide which services they pay for with money and which they wish to access in exchange for a willingness to see advertising, with all of the transparency and control that both the GDPR and the ePrivacy Directive afford them, especially when operationalised by means of tools such as IAB Europe’s Transparency and Consent Framework (TCF). A definition of valid consent that makes it impossible for publishers to incentivise users to grant consent (i.e. because users can just access content for free anyway) will simply eliminate advertising as an available revenue stream for digital media, diminishing the breadth and depth of the online content and services they can choose from and putting access to information behind a paywall.
Last week’s ruling is a reminder that there is still an opportunity to affirm a reasonable interpretation on an issue that is of critical importance for both companies and citizens. IAB Europe stands ready to engage with the CNIL, other DPAs, and indeed the European Commission and European Parliament to develop and codify such an interpretation.
Guest blog post by Facebook.
Recent events have continued to expose the racism and injustice that exist in our society, particularly for the Black community. These are important issues that must be addressed collectively, and businesses must also bring about change as they make up integral parts of communities around the world.
Below please find a blog post from the Facebook for business website outlining where Facebook stands on these issues and the actions they are taking to advance racial justice within their company and on their platforms.
Where We Stand - Actions We're Taking to Advance Racial Justice in Our Company and on Our Platform
CTV ADVERTISING SHOWS PROMISE IN EUROPE
London, June 18, 2020 – Xandr, AT&T’s advanced advertising company, in partnership with the IAB Europe, today released an industry insider report and the results of a region-wide industry survey on Connected TV in Europe. In the industry insider report Xandr and its team of experts have explored the primary opportunities and challenges of CTV advertising. The survey and results dive deeper into the drivers, challenges and adoption of Connected TV advertising as a media buying option in a changing TV landscape across Europe.
The report offers an inside look at some of the opportunities and challenges around the adoption of CTV, with traditional TV viewing declining, the introduction of data, leaned-in viewership and targeting efficiencies all cited as opportunities for brands. In fact, 58% of respondents reported targeting efficiencies as being a key driver to considering or increasing investment in CTV. Similarly challenges were all listed out which included identity issues and fragmentation of supply. Education around CTV also proved to be a problem with 41% of respondents stating lack of understanding of the ecosystem was a key barrier to adopting CTV.
“Our research with the IAB Europe shows that with the development of best practices, industry standards and investment in education, CTV campaigns at scale will translate into an upward tick in ROI for brands,” said Austin Scott, Head of Video Market Development EMEA, Xandr. “Brands and agencies should recognise shifting consumer behaviour as an opportunity and evolve their spend strategy to reach audiences on their connected devices. Xandr is committed to sharing our learnings in the market as CTV adoption grows in Europe.”
“The research we have conducted with Xandr offers both insights into the challenges advertisers face but also the opportunities they can take with Connected TV. Indeed, our research showed that all stakeholders are expected to increase their spend on Connected TV in the next two years. With more and more consumers engaging with video this is a prime opportunity for brands and agencies to put their focus into CTV said Marie-Clare Puffett, Marketing and Industry Programmes Manager at IAB Europe.
The industry insider report is available here for all Xandr clients and IAB Europe members.
This Infographic highlights key findings from the survey.
ABOUT XANDR
Xandr is AT&T’s advertising company and a leader in addressable TV, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus’ innovation, optimize media spend across screens for buyers and sellers alike. Community, powered by Xandr, is a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
AUTHORED BY INDUSTRY LEADERS FROM ACROSS EUROPE
PROVIDES FIRST EUROPEAN-LEVEL DEFINITIONS FOR CONNECTED TV
17th June 2020, Brussels, Belgium: IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Connected TV (CTV) Guide’ to help planners and buyers of media, across both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers.
This guide has been developed by experts from IAB Europe’s Channels & Formats Taskforce (a part of the Brand Advertising Committee) for buyers and aims to bring clarity to the often-confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It also looks at the overall European CTV landscape providing local market data with some key considerations and best practices to ensure that CTV environments are being optimised.
For buyers it is critical to understand this new and exciting environment, to maximise their digital investment and audience reach. Commenting on the rise of CTV especially under COVID-19, Emmanuel Josserand, Snr Director Brand, Agency and Industry Relations, FreeWheel said “Video consumption in the living room through CTV has seen a drastic acceleration in the last few months. This is bringing fantastic opportunities for both advertisers and publishers. Publishers have access to a powerful platform to create premium user experiences and reach new or previously lost audiences. For advertisers, CTV means greater connection to engaged viewers and the ability to address consumers in a more personal way. CTV combines the advantages of data-driven digital advertising with linear-like engaged audiences."
Contributors to the guide included Dynata, Finecast, FreeWheel, Index Exchange, IPONWEB, Kantar, SpotX, Verizon Media plus National IABs including IAB France, IAB Finland, IAB Italy and IAB Poland.
Commenting on the cross company collaboration to produce the first European-level definitions for CTV, Graeme Lynch, VP Demand EMEA at SpotX said “The leading CTV players have come together with the support of measurement companies and National IABs to create harmonised and common definitions for this emerging new channel. Connected TV is such a powerful medium for advertisers looking to maximise their brand investments. It combines the impact and scale of traditional TV, which the industry is so accustomed to, with the latest advancements from the digital world like addressability and automation. This guide demonstrates the market opportunities and ensures that all stakeholders are on the same page for definitions and best practices."
The guide is the first output from IAB Europe’s new Channels & Formats Taskforce. Launched in January 2020, the taskforce aims to increase awareness and drive investment by providing best practices and guidance in emerging and established digital advertising channels and formats. The taskforce will next be focused on Audio, releasing a similar guide on Digital Audio definitions and best practices in Q3 2020.
Commenting on IAB Europe’s focus to raise awareness, education and standards in channels and formats, Helen Mussard, IAB Europe’s Marketing & Industry Strategy Director said “One of the core focuses for IAB Europe in 2020 is to build brand confidence and investment in digital advertising and marketing. Never has this been more important with the impact of COVID-19 on the industry. Creating collaborative platforms for members to come together and share best practices and case studies is key. The CTV guide is the perfect example of what industry initiatives can achieve to explore new opportunities and mitigate industry challenges.
IAB Europe is working with some of its members to provide additional insight into the connected TV landscape in a series of Industry Insiders exploring buy-side and sell-side perspectives and connected TV in the broader advertising ecosystem. These will be released throughout 2020.”
Download the Guide here
INTERESTED STAKEHOLDERS TO APPLY BY 19 JUNE 2020.
Brussels, Belgium, 11 June 2020. IAB Europe is pleased to announce the creation of a new TCF Governance Board, and to issue a call for nominations of candidates to join the Board.
IAB Europe’s Transparency & Consent Framework (TCF) was launched on 25 April 2018 and is the only open-source, cross-industry legal compliance standard built in response to the EU’s General Data Protection Regulation (GDPR). The TCF’s simple objective is to help all parties in the digital advertising chain ensure that they comply with the GDPR and ePrivacy Directive when processing personal data or accessing and/or storing information such as cookies, advertising identifiers, device identifiers and other tracking technologies on a user’s device.
Up until now, all aspects of governance have been nested in the TCF Steering Group (SG), in which advertisers, agencies, ad tech companies and publishers are all represented, whether directly, or indirectly via European National IABs. From the inception of the standard, the aspiration has been to create a more formal, high-level multi-stakeholder governance to ensure that the various TCF instances – including the SG, its working groups, and IAB Europe Secretariat acting as the Managing Organisation (MO) – are inclusive, transparent, and accountable to the industry.
The new TCF Governance Board is the result of 18 months of reflection beginning with a multi-stakeholder meeting held at DMEXCO in September 2018 and involving IAB Europe’s Board of Directors, the TCF SG, and six EU-level sector-specific advertising ecosystem associations who joined the SG as from the DMEXCO meeting. The final proposal is a synthesis of detailed proposals submitted by the Bundesverband Digitale Wirschaft (BVDW), five of the EU-level associations who have been participating in the work of the SG, and the IAB Europe Secretariat.
The new Board’s role will be to hold the various TCF instances accountable on behalf of the market, ensuring that they demonstrate integrity and transparency in their work and that their decisions align to, and advance, the strategic objectives of the Framework and the industry, and that the prescribed processes are faithfully adhered to. The TCF Steering Group remains the locus of decision-taking on the TCF Policies, alongside the oversight and holding to account of all working groups that it creates.
The Governance Board will comprise 15 corporate members designated by election from the TCF Steering Group. Elections will follow the “3-stakeholder bucket” paradigm currently used by the TCF SG to allocate voting power evenly across the ecosystem (viz. one third to buy-side, one third to intermediaries, and one third to sell-side). Each “bucket” will elect five delegates from within its ranks. The term for Board seats is for 2 years, renewable once.
Seats are also being set aside for a maximum of four National IABs and an equivalent number of EU-level sectoral advertising industry associations. IAB Europe’s CEO and the General Manager of the IAB Tech Lab, which has partnered with IAB Europe on the TCF and hosts the process of iterating on its technical specifications, will be ex officio Board members.
Townsend Feehan, IAB Europe’s CEO, said of the changes, “like all standards, the TCF needs to evolve and iterate over time. The new Governance Board will provide a dedicated forum to step back collectively and pressure-test the Framework on behalf of the hundreds of thousands of websites, vendors, and CMPs who rely on it to help ensure they are applying EU law correctly. The overwhelming majority of these companies are not members of any trade association and have no formal voice at the table; they will be counting on the future members of the Governance Board being able to take a disinterested, strategic view of what is best for the sustainability and continued growth of the whole industry.”
TCF governance and the IAB Europe Board
With the creation of the Governance Board, TCF governance and oversight responsibilities will move from the IAB Europe Board to the new body, though with the IAB Europe Board retaining the right to review and intervene in the unlikely event that a Governance Board decision poses a financial or reputational risk to the Association or compromises its mission in some other way.
Election Process to the TCF Governance Board
Interested parties from each of the 3 stakeholder buckets are invited to flag their interest with the MO (IAB Europe). Candidates must be able to commit to allocating 8 days minimum/annum to their participation on the Board and be able to demonstrate both a deep understanding of the TCF and EU privacy and data protection law and regulatory enforcement, on the one hand, and their active support of the Framework (e.g. as a vendor, CMP or publisher implementing the standard), on the other. The deadline for nominations will be COB Friday 19 June. Following the election of the Chair of the Governance Board National IABs and EU level organisations will be invited to register their interest with the Chair for observer status.
Election Results
In instances where more than five nominations are received for a ‘stakeholder bucket’, the MO will ask the SG members in that bucket to vote on the nominations. The results of the elections will be announced on 29 June 2020. The Governance Board’s first meeting will be scheduled w/c July 6, where the Chair and VC Chair will be elected.
Independent dispute resolution mechanism to be implemented as from the summer
As part of the same review of TCF governance, it has been decided to create a new dispute resolution mechanism to enhance the independence of compliance enforcement. The mechanism will be an external panel of experts to whom CMPs and vendors who are the object of an enforcement action by the MO and who contest the MO’s finding that they are in breach of the TCF Policies, can appeal. Decisions of the panel will be binding and final. The Governance Board will designate the composition of the panel as one of its first tasks.
ENDS
The six associations that joined the TCF Steering Group as from October 2018 are the European Association of Communications Agencies (EACA), the European Publishers Council (EPC), the European Magazine Media Association (EMMA), the European Newspaper Publishers Association (ENPA), the European Federation of Direct Marketing Associations (FEDMA), and egta, the European association of broadcaster sales houses.
The five associations who submitted a proposed governance structure are the European Publishers Council (EPC), the European Magazine Media Association (EMMA), the European Newspaper Publishers Association (ENPA), the European Federation of Direct Marketing Associations (FEDMA), and egta, the European association of broadcaster sales houses.
For more information, please contact:
Helen Mussard, IAB Europe (mussard@iabeurope.eu / +44 7399 919 594)
Author: Sarah Jones - Global Director of Product Marketing at Ogury
For any organization managing user consent and preferences, monitoring the progress of the IAB’s Transparency and Consent Framework (TCF) is vital. And the release of the TCF V2.0 this summer is no exception.
Launched into Beta on April 30th, publishers have until August 15th to update to the latest version, before the Global Vendor List and consent strings passed via TCF V1.1 are no longer supported. But upgrading is a technical and legal headache, and with global regulations getting stricter, publishers are starting to realize the ongoing complexity of managing compliance. Yet it doesn’t need to be this way.
In this Q&A with Sarah Jones, Global Director of Product Marketing at Ogury - the creator of the first mobile advertising engine driven by user choice - you will discover what the TCF V2.0 means for you, and how you can benefit from transitioning to the latest framework.
Why did you join the Transparency and Consent Framework?
Since founding in 2014 - long before GDPR came into force - we’ve held the belief that integrity is the future of advertising, and consumers should have full control over their data and advertising experience.
With the GDPR and new global privacy laws into force, compliance is not only necessary to avoid financial and reputational risk. Operating with transparency over data privacy and explicit consent is also foundational to earning users’ trust. The IAB TCF embodies this.
The TCF helps to create a compliant, trusted digital advertising ecosystem where publishers can tell users what data is being collected and how their website or app and the companies they partner with intend to use it. And this is why we joined.
What added benefits do you believe the TCF V2.0 provides?
Version 2.0 of the TCF seeks to provide both users and publishers with greater transparency and control. Under TCF V2.0 not only can the user give or withhold consent but they can also exercise their ‘right to object’ to data being processed on the basis of legitimate interest. It also enables greater transparency for the user, through more detailed descriptions of the purposes of data processing.
TCF V2.0 is also getting stricter when it comes to consent notice UI requirements. A much-needed change.
How can publishers transition to the new framework quickly and effectively?
Publishers with in-house solutions who plan to update to the new framework should be almost complete with the technical and legal work. If you’re only just starting to think about TCF V2.0, your only viable solution is to switch to a third-party CPMP provider that is TCF V2.0 certified.
In fact, even for publishers already using a third-party CPMP, this is a perfect opportunity to reassess if you’re getting what you need from your current provider. If you have been using a CPMP that met only the bare requirements of TCF V1.1, increased restrictions to your consent notice will likely cause a big drop in consent rate. It’s worth seeking a CPMP that will help you upgrade seamlessly.
What does the upgrade mean for publishers who are working with Ogury?
For Ogury Choice Manager’s clients, the impact of the upgrade will be minimal. Ogury Choice Manager’s consent notice already adheres to the tighter guidelines and has been enriched and refined over time to maximize consent rates. As a consequence, our clients will see no significant drop in consent rate when they update. Our lightweight SDK update will ensure a smooth technical transition too.
Can you tell us a little bit more about Ogury Choice Manager?
Ogury Choice Manager, is an IAB-certified Consent and Preference Management platform, that is specifically designed, built, and optimized for advertising results. TCF V2.0 certified it’s the only CPMP with over 5 years history in the market. It has been built for publishers who need to ensure compliance with user privacy and data protection laws while maximizing ad revenue. To help publishers overcome compliance challenges and to focus on growing ad revenues, Ogury is also offering exclusive access to the Premium edition of Choice Manager for free, until 2021.
Any final words of advice for publishers looking to transition over to TCF v2.0?
The IAB TCF V2.0 is a framework that has been set for the entire digital advertising industry, to ensure data compliance is met to the highest standards. If the CPMP you use is TCF V2.0 certified, adheres to these standards, and is optimized for advertising results, you have a real opportunity to establish user trust and maximize your ad revenue. It’s worth making the minimal effort needed to integrate this.
Thanks so much to the 936 people who joined us live yesterday for Interact Online! Thank you to all of the amazing speakers who connected from across Europe and beyond to share their expertise and insights.
Also a big thank you to our event partners Adform, Google and OneTrust! Thanks to their support, we were able to connect nearly a thousand people to hear panel discussions and keynotes on topics including sustainable advertising, the future of work, 2020 digital investment and changing roles and responsibilities across the value chain.
Event Highlights!
Save the Date - Interact 2021
Next year we hope to meet you face to face in Lisbon, Portugal! On 26-27 May we will be hosting our flagship event - Interact 2021. Save the date and stay tuned for event details!
We are delighted to announce the 2020 winners for our prestigious MIXX Awards Europe and IAB Europe Research Awards. The annual award competitions showcase the very best of digital advertising from across Europe. Thank you to our jury of experts who dedicated hours of their time to reviewing and discussing all entries and finalising the winners.
The 2020 winning companies include: Publicis Media Turkey, Hype, proof., milklab, OMD, MeMo, Gemius and Verizon Media.
Celebrating and sharing the very latest innovations in digital advertising research and campaign development is a key IAB Europe objective and we would like to thank everyone who took the time to enter.
MIXX Awards Europe - 2020 Winners
GRAND PRIX
Campaign: Eti Puf Music Academy
Media Agency: milklab / MG Media
Advertiser: Eti Puf
Watch the video
Comments from the Jury on the Grand Prix Winner:
“The campaign proves that if you use emerging technologies in a smart way it can be not only a gimmick, a talking point among your marketing friends, but a vehicle that can take your brand to the next level and help it to make it through difficult times ahead.”
“The campaign engaged people to such an extent that they not only played with it, but even created their own ‘instruments’ and shared their creations online. The brand gave them not just value for money – it provided a new way of interaction with mobile devices. Simple and brilliant, it clearly linked sales with fun.”
“The link to the product and the delivery through relevant and popular technology translated into great results for the campaign. All in all, this campaign shows a great mix of touch points together with a liquid creative redline enhanced by technology."
Brand Advertising Campaign
BRONZE
Campaign: #nudoarluni
Media Agency: The Onion Media
Advertiser: 5 to go
Watch the video
BRONZE
Campaign: Building Memories
Media Agency: Socialab
Advertiser: LEGO
Watch the video
Branded Content
GOLD
Campaign: “Jak TO Robić?” / “How to do IT?”
Media Agency: Abstra
Advertiser: Durex / Reckitt Benckiser
Watch the video
BRONZE
Campaign: FIX HELLAS – GAZZETTA FOOD BALL
Media Agency: UM
Advertiser: FIX – Olympic Brewery
Watch the video
BRONZE
Campaign: OLX for International Women’s Day
Media Agency: 180heartbeats + JUNG v MATT
Advertiser: OLX Poland
Watch the video
Campaign Effectiveness
GOLD
Campaign: €200,000 additional monthly revenue through personalisation
Media Agency: Fingerspitz
Advertiser: Plein.nl
Watch the video
SILVER
Campaign: A-Class Sedan Celebrations
Creative Agency: Publicis Emil Turkey
Advertiser: Mercedes-Benz Turkey
Watch the video
BRONZE
Campaign: “Coke Energy – This Energy is For You
Media Agency: CARAT MEDIA TURKEY
Advertiser: The Coca-Cola Company
Watch the video
BRONZE
Campaign: Eti Puf Music Academy
Media Agency: milklab / MG Media
Advertiser: Eti Puf
Watch the video
Digital OOH Advertising
BRONZE
Campaign: Lay's 4 Seasons / Spring and Summer / Digital OOH
Media Agency: OMD
Advertiser: PepsiCo
Watch the video
Direct Response/Lead Generation
GOLD
Campaign: Come back to Bulgaria
Media Agency: proof.
Advertiser: TELUS International Europe
Watch the video
BRONZE
Campaign: Exclusive Club for Night Owls
Creative Agency: Hype
Advertiser: Turkcell
Watch the video
Effective Use of Data
SILVER
Campaign: Mobile Proximity Marketing for BP
Media Agency: Mindshare Poland
Advertiser: BP
Watch the video
SILVER
Campaign: Transforming Digital Media into Business Outcomes for Ford
Media Agency: GTB, Xaxis EMEA & Mindshare
Advertiser: Ford
Watch the video
BRONZE
Campaign: The Great Google Shopping Hack
Media Agency: Neodigital
Advertiser: Yalı Spor
Watch the video
Games & E-Sports
GOLD
Campaign: Eti Puf Music Academy
Media Agency: milklab/MG Media
Advertiser: Eti Puf
Watch the video
SILVER
Campaign: An unexpected return to the studio
Media Agency: MediaCom Warsaw/Fantasyexpo
Advertiser: Old Spice / Procter & Gamble
Watch the video
BRONZE
Campaign: The Generation T
Media Agency: Hype
Advertiser: Akbank
Watch the video
Influencer Marketing
BRONZE
Campaign: Foundation Portraits
Media Agency: proof.
Advertiser: Avon
Watch the video
BRONZE
Campaign: Generation Z chooses Rexona
Media Agency: Initiative Russia
Advertiser: Rexona / Unilever
Watch the video
Integrated Advertising
SILVER
Campaign: Coke Energy - This Energy is For You
Media Agency: CARAT MEDIA TURKEY
Advertiser: The Coca-Cola Company
Watch the video
SILVER
Campaign: Dove #Show us Russia
Media Agency: Initiative Russia
Advertiser: Dove / Unilever
Watch the video
BRONZE
Campaign: TASTE OF DODONI
Media Agency: Universal Media
Advertiser: Dodoni S.A.
Watch the video
Non-Profit / Corporate Social Responsibility
SILVER
Campaign: Bitwa o Neta
Media Agency: Artegence
Advertiser: PKO Bank Polski
Watch the video
BRONZE
Campaign: OLX for International Women’s Day
Media Agency: 180 Heartbeats + JUNG v MATT
Advertiser: OLX Poland
Watch the video
Offline Digitalisation
GOLD
Campaign: #nudoarluni
Media Agency: The Onion Media.
Advertiser: 5 to go
Watch the video
Product Innovation
BRONZE
Campaign: air dropping fries
Media Agency: proof.
Advertiser: skapto
Watch the video
Search Advertising
BRONZE
Campaign: The Great Google Shopping Hack
Media Agency: Neodigital
Advertiser: Yalı Spor
Watch the video
BRONZE
Campaign: Search and beyond. Profitable growth of the market leader.
Media Agency: Adequate
Advertiser: Vola.ro
Watch the video
Social Media
SILVER
Campaign: MasterChef GR 3 – Social Media Strategy
Media Agency: adjust.
Advertiser: MasterChef Greece 3 – Star Channel
Watch the video
SILVER
Campaign: Bitwa o Neta
Media Agency: Artegence.
Advertiser: PKO Bank Polski
Watch the video
BRONZE
Campaign: #nudoarluni
Media Agency: The Onion Media.
Advertiser: 5 to go
Watch the video
BRONZE
Campaign: FANTA MUSIC IS OURS
Media Agency: CARAT MEDIA TURKEY
Advertiser: The Coca Cola Company
Watch the video
Video Advertising
GOLD
Campaign: sahibinden.com - Second Hand Shopping
Media Agency: SEM and Kozmonot
Advertiser: sahibinden.com
Watch the video
SILVER
Campaign: Citi Simplicity Card - YouTube Director's Mix
Media Agency: Feno
Advertiser: Citi Handlowy
Watch the video
SILVER
Campaign: Hey Mercedes! A Sedan
Media Agency: OMD Turkey
Advertiser: Mercedes
Watch the video
BRONZE
Campaign: Mobile Flood
Media Agency: Tempo OMD Hellas
Advertiser: Tanweer - Aquaman movie
Watch the video
Virtual and Augmented Reality
GOLD
Campaign: Eti Puf Music Academy
Media Agency: milklab/ MG Media
Advertiser: Eti Puf
Watch the video
IAB Europe Research Awards - 2020 Winners
Audience Measurement
SILVER
Gemius and The Polish Internet Research: Uniting advertisers' and publishers' universes in one single-source research. From content and ad distribution planning to post-exposure verification.
In June 2019, media representatives in Poland formed a coalition named “Marketers for Better Researches”. Their main goal was to form mutually trusted recommendations regarding one measurement for TV, radio and Internet. Gemius developed the solution that meets the recommendations which is the first single-source cross-media measurement of TV, radio and Internet in Poland.
BRONZE
MeMo²: introducing THX. – The Future of Cross-media Analytics - MeMo2
MeMo2 - THX. is a cross-media measurement platform that can register fully automated, passive and real-time exposure with online and offline media. In addition, THX. tracks real-time moving behavior of real consumers and includes a survey system enabling brands, agencies and publishers to correlate cross-media exposure to actual store visits and brand lift.
Best Use of Research Budget
GOLD
MeMo²: introducing THX. – The Future of Cross-media Analytics - MeMo2
Brand Advertising Effectiveness
SILVER
Verizon Media: Measuring the Impact of Vodafone & Verizon Media ‘Find Unlimited’ AR Campaign
Vodafone wanted to celebrate the launch of the iPhone 11 with a campaign that would be as innovative as the new phone itself. The leading telecommunications giant wanted to position themselves as an innovator in the mobile-space amongst tech-savvy Londoners within the 25-54 age range. Verizon Media aimed to measure awareness and perceptions of Vodafone as well as the levels of engagement with the AR competition.
BRONZE
Mediametrie: Viewability & Exposure duration: Which impact on ad effectiveness?
For digital campaigns, for a long time, the Click through rate appeared as a grail to evaluate the success of a campaign. When measuring the branding impact, solutions such as Digital Ad Ratings appeared as a game changer to measure the reach & frequency, and the ability to target the desired audience; Brand lift surveys (including Médiamétrie’s) managed to prove the effect of digital advertising. However, duration of exposure has rarely been treated in the right way for Digital.
Médiamétrie//NetRatings in partnership with its partner Integral Ad Science set up an innovative research approach to assess for the first time the relation between duration of exposure and advertising effectiveness for digital campaigns.
Consumer Attitudes and Behaviour
GOLD
EDAA: Consumer perceptions and attitudes towards digital advertising post-GDPR
EDAA’s consumer research shows that consumers want relevant advertising, alongside user-friendly transparency and control mechanisms. Yet they have mixed levels of awareness and understanding of regulations and their rights.
Cross-Media Measurement
GOLD
Annalect and Hearts & Science: Digital Attribution - In a privacy driven world of walled gardens and crumbled cookies...
Together with their client Fitness World, Hearts and Science aimed to re-evaluate and understand the effectiveness of digital platforms, channels and formats – all the way down to the most granular line-item level, while making sure that effects from walled gardens, TV, seasonality and pricing were included in the attribution.
SILVER
MeMo²: introducing THX. – The Future of Cross-media Analytics
Data Effectiveness
GOLD
Annalect and Hearts & Science: Digital Attribution - In a privacy driven world of walled gardens and crumbled cookies...
SILVER
MeMo² : introducing THX. – The Future of Cross-media Analytics - MeMo2
Digital Advertising and Marketing Industry Insights
GOLD
OMD: Understanding how the next wave of disruptive AI technology can drive brand growth through higher value consumer experiences
OMD created a global multi-phased research study to track AI perceptions, adoption and usage as the technology evolves. With novel insights, the research shows that AI technologies are reaching the tipping point of mass adoption and that consumers are beginning to expect more than a novelty experience.
Research Innovation
GOLD
MeMo²: introducing THX. – The Future of Cross-media Analytics - MeMo2
SILVER
Annalect and Hearts & Science: Digital Attribution - In a privacy driven world of walled gardens and crumbled cookies...
EUROPEAN DIGITAL ADVERTISING MARKET EXCEEDS €64BN IN 2019
MARKET FORECASTS FOR 2020 SHOW THAT DIGITAL ADVERTISING COULD DECLINE BY -5.5%
ALL OTHER MEDIA EXPECTED TO EXPERIENCE -21.3% DECLINE IN 2020
Brussels, Belgium, 3 June 2020 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced at its virtual Interact conference today that digital advertising grew 12.3 percent in 2019 to €64.8bn, driven by strong growth in out-stream video, mobile and social spend. On average €4bn has been added to the digital advertising market every year since 2006.
2020 Digital Advertising Forecast
Given the impact that COVID-19 that had on the industry’s operations and investments, the 2019 results were accompanied by a 2020 forecast for digital investment by IAB Europe’s Chief Economist Dr. Daniel Knapp. In its April 2020 forecast, the IMF predicted that Covid-19 and the global lockdown will spark the worst economic recession since the Great Depression of the 1930s. Knapp modelled his forecasts on macroeconomic indicators, paired with industry data to estimate a decline of 16.3% for Europe (including the UK). However, Knapp highlighted that digital is looking to be the least affected advertising media, predicting a decline by -5.5% in 2020 in Europe compared to a stronger contraction (-21.3%) for other media.
2019 Digital Advertising Investment
The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe, covering 28 markets, and is now in its fourteenth year. In 2019, a total of twenty-one markets experienced double-digit year-on-year growth.
Video grew by nearly 30 percent to almost €10bn; out-stream was the driving force behind this growth with an increase of 36 percent. In some markets out-stream experienced growth of more than 40 percent, for example Finland, Greece and the UK.
Social is fueling display growth across Europe, up 25.6 percent year-on-year with double-digit growth in all twenty-eight markets. Search remains the largest online advertising category in terms of revenue with a growth of 11.8 percent and a market value of €28bn. Total mobile ad spend grew by 24.9 percent in 2019 to exceed €30bn to account for nearly half (47 percent) of all digital ad spend in Europe.
Townsend Feehan, CEO, IAB Europe said “Whilst we are pleased to see another strong year of growth in 2019, we are well aware that 2020 will not follow the same trend due to the pandemic affecting all industries, businesses and lives. As an industry association with the aim of supporting digital business, we are working hard to provide insights into the impact of COVID-19 on investment levels, and support our members through these challenging times. ”
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.
Dr. Daniel Knapp, Chief Economist, IAB Europe continued “The three forces mobile, video and social continue to drive growth across the region. As in particular programmatic and in-stream video mature, growth in the display segment outside social accelerated for the second year in a row, demonstrating the diverse opportunities in the digital advertising sector.”
CEE continues to dominate the growth in Europe and in 2019, as in 2018. The top five largest growth markets all came from the CEE region:
Serbia - 28.4 percent
Ukraine – 28.0 percent
Belarus – 25.2 percent
Croatia – 22.3 percent
Turkey– 19.1 percent
Top 10 rankings (by market size) are:
UK - €21.4bn
Germany - €9.4bn
France - €6.1bn
Russia - €4.9bn
Italy - €3.2bn
Spain - €3.2bn
Sweden - €2.3bn
Netherlands - €2.3bn
Switzerland - €1.8bn
Norway - €1.3bn
The AdEx Benchmark Study highlights can be downloaded here.
The full AdEx Benchmark 2019 Report will be published in July 2020.
