Interactive Advertising Bureau

Since the emergence of commerce, advertisers have harnessed the power of influence to persuade consumers to follow their brand and purchase its products. From producing a recognisable brand identity that promotes consistency, to creating memorable ads that spark action and even leveraging social proof, they have long utilised influencing techniques as tools for advertising success.  

Advertisers have always understood the value of these tools to connect with audiences and to build long-term loyalty and trust. But thanks to multiple digital advances, the rise of social media, and the unprecedented speed at which they are being adopted, these traditional advertising methods are now entering the mainstream to sit in whole new categories of their own. Categories that are shaping the face and future of marketing as we know it.

A decade ago, the term “Influencer Marketing” didn’t exist. We may have looked to celebrity endorsement to sway our purchasing decisions, but we weren’t consumed by being online, spending on average two hours a day on our mobile devices, and scrolling addictively through social media. Yet today, online influencers are integral to the marketing mix. Born out of our need for social interaction, they have the power to affect purchasing decisions because of their authority and the relationships they have built with audiences online. They also have strong followings in niche areas that enable close consumer connections. No surprise then, that the influencing industry is booming, with brands set to spend $15billion globally on influencer marketing by 2022. 

So, how has the rise of influencer marketing opened the opportunity for creators? What does the evolution of creator marketing look like? And how can advertisers use these new tools to engage with audiences?

IAB Europe in collaboration with TikTok has released a new guide to answer all these questions and more. It helps advertisers understand the opportunities that this new world of creator marketing brings. It provides definitions for creators and an overview of the landscape in Europe. It also offers a step-by-step guide and best practices for creator marketing campaigns to ensure they are optimised for success. 

As we make our way through 2021, and reflect back on everything that happened in 2020, it is safe to say that authenticity and community are now more important to us than ever before. Whilst influencer marketing will remain one of the most important strategies for brands to master in the coming decade, it is the power of influence and the sense of belonging instilled in the Creator Marketing world that brands will look to for creating a truly impactful relationship with new and existing audiences.. 

This guide draws on some of the key considerations for advertisers to understand and undertake Creator Marketing in brand campaigns, and to leverage the opportunity that this new category brings. Now is the time for Creator Marketing to thrive, and it will be exciting to see how this will continue to evolve across 2021 and beyond. Going forward, Creator Marketing will enable brands to not only help create more meaningful connections with consumers but add real value through engaging and innovative content.

Access the guide here.

IAB Europe is delighted to announce the 2021 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. IAB Europe would like to thank all of the jury of experts from across the digital advertising and research industry who dedicated hours of their time to reviewing and discussing all entries. This year’s jury includes experts from BBC Global News, Bloomberg Media, Bauer Media, Coca-Cola, Havas Media Group, Google, GroupM, Publicis Media, PHD, PubMatic, S4M, TikTok, Vodafone, Visa and WarnerMedia.

Winners Announced at IAB Europe’s Flagship Virtual Event ‘Interact’ on 25th May.

The winners of IAB Europe's MIXX & Research awards were announced at IAB Europe’s Interact event on the 25th May. Interact is IAB Europe's flagship annual event which brings together hundreds of stakeholders across Europe to discuss and debate the latest industry developments.

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.

 

THE 2021 MIXX AWARDS EUROPE WINNERS 

 

GRAND PRIX

Campaign:L’Enfant Bleu – The Fortnite Undercover Avatar

Submitted by: Havas Sports & Entertainment

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

 

Brand Advertising Campaign

SILVER 

Campaign: #NoMoreTags

Submitted by: Koton

Media Agency: Speed Media

Video: https://youtu.be/g_unmJjW0ZA

BRONZE 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw and Havas Warsaw (creative agency)

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc

BRONZE

Campaign: Dove #ShowUs Russia Y2

Submitted by: Initiative Russia

Advertiser: Dove/Unilever

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Branded Content

BRONZE

Campaign: Connecting Irish Women through Branded Content with An Post

Submitted by: Core

Advertiser: An Post

Video: https://www.youtube.com/watch?v=znDYTQlQMFc&feature=youtu.be

 

Campaign Effectiveness

GOLD

Campaign: Furiously Fast Premier League with CANAL+

Submitted by : Havas Media Warsaw and Havas Warsaw (creative agency)

Advertiser: CANAL+

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

SILVER 

Campaign: get through the hardships, get online

Submitted by : proof.

Advertiser: CloudCart Bulgaria

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

BRONZE

Campaign: Bankinter, the Bank that Sees MONEY the Way You Do

Submitted by:: Havas Media Spain, Sioux Meet Cyranos

Advertiser: Bankinter

Video: https://youtu.be/q5BdqI6OFCY

BRONZE

Campaign: Wilkinson – Sharpening Your Style Since 1772: Gaming

Submitted by:  Wavemaker Poland, TeamPlay Poland, Artcore Poland

Advertiser: Wilkinson / Edgewell Personal Care?

Video: https://vimeo.com/386191013

 

Digital Audio Advertising

SILVER

Campaign: Listen Up! Delivering personalised audio ads at scale for Bose

Submitted by: A Million Ads

Advertiser: Bose

Video: https://youtu.be/AICURYEivBg

SILVER 

Campaign: Mental Airbag

Submitted by: Wavemaker Hungary

Advertiser: BMW Group Hungary

Video: https://youtu.be/AICURYEivBg

BRONZE

Campaign: To Be a Girl Child in the Changing World

Submitted by: Digital Partners

Advertiser: Aydin Dogan Foundation

Video: https://youtu.be/AICURYEivBg

 

Digital OOH Advertising

GOLD

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

SILVER 

Campaign: Symulakra – a sculpture created by the forces of the city

Submitted by: Screen Network / panGenerator

Advertiser: Screen Network / panGenerator

Video: https://youtu.be/jktB-_zSFp0

 

Direct Response / Lead Generation 

SILVER

Campaign: Domino’s Most Awakened – Rewarding Late Night NBA Fans… the Next Day

Submitted by: Arena Media Spain

Advertiser: Domino’s Pizza

Video: not submitted

BRONZE

Campaign: How to train a machine

Submitted by: Mediaworks (part of Core)

Advertiser: Liberty Insurance

Video: not submitted

 

Effective Use of Data

GOLD

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

SILVER 

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

 

Games & E-Sports

GOLD

Campaign:L’Enfant Bleu – The Fortnite Undercover Avatar

Submitted by: Havas Sports & Entertainment Paris

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

SILVER 

Campaign: #GamingWithoutBarriers

Submitted by: Fantasyexpo & Polska Liga Esportowa

Advertiser: Fantasyexpo & Polska Liga Esportowa

Video: https://youtu.be/aXwGIWXlDTw

 

Influencer Marketing

BRONZE

Campaign: Trésor x LeStream: A story of mystery, engagement, and redemption.

Submitted by: Carat

Advertiser: Kellogg’s Trésor

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

 

Integrated Advertising

GOLD

Campaign: Cif – Beautiful When Clean

Submitted by: Mindshare

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353

SILVER

Campaign: #wakeupafter6pm

Submitted by: proof.

Advertiser: fritz-kola

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

BRONZE

Campaign: We don’t know! We’re just asking questions!

Submitted by: Sector 7 Hub

Advertiser: Catmobile.ro

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Native Advertising

BRONZE

Campaign: PUMA Alonzo’s Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Non-Profit / Corporate Social Responsibility

GOLD 

Campaign:L’Enfant Bleu – The Fortnite Undercover Avatar

Submitted by: Havas Sports & Entertainment

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

SILVER 

Campaign: Fair Tales

Submitted by: PunchBBDO

Advertiser: Odeabank

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

SILVER 

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

BRONZE

Campaign: Cif – Beautiful When Clean

Submitted by: u-Studio powered by Oliver

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353

BRONZE

Campaign: #GamingWithoutBarriers

Submitted by: Fantasyexpo & Polska Liga Esportowa

Advertiser: Fantasyexpo & Polska Liga Esportowa

Video: https://youtu.be/aXwGIWXlDTw

 

Offline Digitalisation

SILVER 

Campaign: Hayrats – The Waterless Fountains by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video: https://youtu.be/jktB-_zSFp0

 

Product Innovation

SILVER

Campaign: Green Look

Submitted by: Wavemaker Hungary

Advertiser: Romani

Video: https://youtu.be/jktB-_zSFp0

BRONZE

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/J030z3KgBA0

 

Search Advertising

GOLD

Campaign: search against violence

Submitted by: proof.

Advertiser: Avon Bulgaria

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Social Media

GOLD

Campaign: fruits of diplomacy

Submitted by : proof.

Advertiser: kasaba

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

SILVER 

Campaign: Pit Story

Submitted by : Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

BRONZE

Campaign: Rexona fantastic teens IGTV series

Submitted by : Initiative

Advertiser: Rexona / Unilever

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

 

Video Advertising

SILVER

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw and Havas Warsaw (creative agency)

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc

 

Virtual and Augmented Reality

BRONZE

Campaign: PUMA Alonzo’s Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

BRONZE

Campaign: Zoetis Cydectin Triclamox VR

Submitted by: Format C

Advertiser: Zoetis

Video: https://youtu.be/aXwGIWXlDTw

 

[NEW] Best use of CTV

BRONZE

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/jktB-_zSFp0

 

 

RESEARCH AWARD WINNERS 2021 

GRAND PRIX

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

Two years ago the UK advertiser body (ISBA) and premium publisher body (AOP) tasked PwC with solving this key business challenge: “What do my programmatic supply chains really look like?”

 

Audience Measurement

The Jury awarded no awards to campaigns in this category.

 

Best Use of Research Budget

SILVER

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

MeMo² developed a unique research roadmap in which factual media contacts amongst real shoppers was correlated with Brand & daily Sales uplift data from individual supermarket checkouts. In this collaboration between MeMo², Ahold Delhaize and Publicis Groupe contacts were 100% passively registered through a mobile-based measurement platform, THX. (winner IAB Europe 2020), including the exposure to instore advertising by tracking store visits of real consumers.

 

Brand Advertising Effectiveness

SILVER 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Consumer Attitudes and Behaviour

GOLD

Kantar: Kantar’s COVID-19 Barometer:  In March 2020, Kantar created The COVID-19 Barometer. The largest study into how consumers were being impacted by the pandemic. Created in days, with unparalleled breadth, depth and frequency, ‘the Barometer’ guided Kantar and our clients through the first year of the pandemic.

SILVER 

Annalect Netherlands: Up to 50% of Dutch young adults partially unreachable with digital ads due to Adblockers

Adblockers have been discussed often in the media in the Netherlands and abroad. However, local data on the use of adblockers was not available and media planners could not effectively take adblocker usage into account when planning campaigns.

 

Cross Media Measurement

GOLD

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

BRONZE

Dentsu: This is how Elgiganten changed retail – with the use of Dentsu’s Ecosystem Modelling

For decades, the retail industry has used physical leaflet advertising as one of the main drivers to push sales, and with great success. However, Elgiganten (Nordic market leading electronics and home appliances reseller) disrupted the retail industry by phasing out physical leflets during 2020.

 

Data Effectiveness

SILVER 

Annalect Nordics: Annalect’s CRM platform is developed on top of McDonald’s sales systems, CRM platform and data from public databases to enrich prediction scores.

 

Digital Advertising and Marketing Industry Insights

GOLD

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

Two years ago the UK advertiser body (ISBA) and premium publisher body (AOP) tasked PwC with solving this key business challenge: “What do my programmatic supply chains really look like?”

BRONZE

Teads: The Effect of Creative Optimisations on Attention and Brand Metrics

Although the impact of creative quality on media effectiveness has been a well-researched topic, research has often focused on famous brands, standout campaigns and the best creativity that the advertising industry has to offer. But research on creative effectiveness has often lacked practical application for marketers looking to extract the most value from their assets and nowhere is this truer than with digital video.

 

Digital Advertising Formats

BRONZE

Teads: Creating engaging mobile advertising with or without sound

Most marketers believe that audio is a critical element in making successful TV advertising. There is indeed evidence that supports this notion on a TV screen but how does this apply to mobile where video can be consumed on mute?

 

Research Innovation

GOLD

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

SILVER 

Verizon Media:  Fabric of Reality – Measuring the impact of VR

BRONZE

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Digital Researcher of the Year

Anita Caras – Insights Director, EMEA – Verizon Media

 

 

DESPITE THE PANDEMIC, EUROPEAN DIGITAL ADVERTISING MARKET GREW BY 6.3% TO €69BN.

Brussels, Belgium, 25th May, 2021 – 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 6.3% in 2020 to €69bn. The positive growth figure comes after a challenging year with the impact of COVID-19. Typically, advertising markets react strongly to an economic downturn, but this time digital advertising bucked the historic trend. 

2020 Digital Advertising Investment

Now in its fifteenth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe, covering 28 markets. In 2020, a total of 7 markets experienced double-digit year-on-year growth. Turkey was the most dynamic market posting growth of 34.8% and now entering the top 10 European markets in terms of advertising spend. In 2020, only three markets experienced advertising spend decline. 

Measured against the severity of the COVID-19 outbreak and the subsequent economic deterioration,  even some of the largest markets like Italy, Spain, France, and The UK were posting solid performances. Germany, who was seen to navigate the COVID-19 case numbers better than most, experienced a double digit growth of 10.4% in 2020. 

Social and video post strongest Growth

Driven by the explosion of e-commerce, small businesses and the return of brand advertising in H2, 2020, social and video posted the strongest growth across all channels. Social grew by 15.9% with video growing by an impressive 16.3%. Meanwhile, display grew by 9.1% with search experiencing a 7.9% increase.

New Audio Data available for 2020

Whilst the audio market remains small, coming in at just under 1% of the digital advertising market, it still represents an overall value of €500m. For the first time in the AdEx Benchmarking report, audio figures were included. 

The AdEx Benchmark Study highlights can be downloaded here.

The full AdEx Benchmark 2020 Report which will provide full commentary and data across all 28 markets will be published in June 2021.

 

Winners Will be Announced on 25th May!

20th May, 2021, Brussels, Belgium: IAB Europe is delighted to announce the shortlist of finalists for the prestigious MIXX Awards Europe and IAB Europe Research Awards 2021. The annual award competitions showcase the very best of digital advertising from across Europe. Winners of the awards are renowned in the industry for delivering some of the best impactful and innovative work that Europe has ever seen!

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. 

IAB Europe would like to thank all of the jury of experts from across the digital advertising and research industry who dedicated hours of their time to reviewing and discussing all entries. This year’s jury includes experts from BBC Global News, Bloomberg Media, Bauer Media, Coca-Cola, Havas Media Group, Google, GroupM, Publicis Media, PHD, PubMatic, S4M, TikTok, Vodafone, Visa and WarnerMedia. 

Winners Announced at IAB Europe's Flagship Virtual Event 'Interact' on 25th May 

The winners will be announced at IAB Europe's Interact event on the 25th May. Across three afternoons on the 25th, 26th and 26th May, we will be streaming live with a series of panel discussions and keynotes on the Digital New Deal, as we aim to take stock of what is needed to ensure a sustainable and innovative future for Digital Advertising. We have a stellar line-up of speakers confirmed, including Věra Jourová, Vice-President of the European Commission for Values and Transparency, Simon McDougall, Deputy Commissioner - Regulatory Innovation and Technology, ICO, Tina Beuchler, Global Media & Agency Operations, Nestlé, and Terence Kawaja, Founder and CEO of LUMA Partners.

 

THE 2021 SHORTLIST 

MIXX AWARDS EUROPE

 

Brand Advertising 

 

Campaign: #NoMoreTags

Submitted by: Koton

Media Agency: Speed Media

Video: https://youtu.be/g_unmJjW0ZA 

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw, Creative Agency Havas Warsaw

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: We don't know! We're just asking questions!

Submitted by: Sector 7 Hub

Advertiser: Catmobile.ro

Video: https://www.youtube.com/watch?v=f7orLpfjwXk 

 

Campaign: Dove #ShowUs Russia Y2

Submitted by: Initiative Russia

Advertiser: Dove/Unilever

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

 Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Branded Content

 

Campaign: Connecting Irish Women through Branded Content with An Post

Submitted by: Core

Advertiser: An Post

Video: https://www.youtube.com/watch?v=znDYTQlQMFc&feature=youtu.be 

 

Campaign: Coca-Cola Screentime

Submitted by:  Carat Media Turkey
Advertiser: Coca-Cola

Video: https://youtu.be/g_unmJjW0ZA 

 

Campaign: Experience Management Platform

Submitted by: Neodigital

Advertiser: Tadım

Video: https://youtu.be/k6BzmevwOys 

 

Campaign: Cif - Beautiful When Clean

Submitted by: u-Studio powered by Oliver

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353 

 

Campaign: FIX FILIA (Fix Friendship)

Submitted by: DPG Digital Media

Advertiser: Fix Hellas / Olympic Brewery

Video: not submitted

 

Campaign: Eduard, the Urban Farmer

Submitted by: Saatchi & Saatchi + The Geeks

Advertiser: Edenia / Macromex

Video: https://youtu.be/blzpHgzTDpM

 

Campaign: KUBETI - "UNLOCK THE TOTEM"

Submitted by: Sunday Media

Advertiser: Kubeti / Ficosota Food

Video: https://youtu.be/blzpHgzTDpM

 

Campaign Effectiveness

 

Campaign: get through the hardships, get online

Submitted by : proof.

Advertiser: CloudCart Bulgaria

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by : Havas Media Warsaw, Creative Agency Havas Warsaw

Advertiser: CANAL+

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Bankinter, the Bank that Sees MONEY the Way You Do 

Submitted by:: Havas Media Spain

Advertiser: Bankinter

Video: https://youtu.be/q5BdqI6OFCY 

 

Campaign: Experience Management Platform

Submitted by: Neodigital

Advertiser: Tadım

Video: https://youtu.be/k6BzmevwOys

 

Campaign: Wilkinson - Sharpening Your Style Since 1772: Gaming

Submitted by:  Wavemaker Poland, TeamPlay Poland, Artcore Poland

Advertiser: Wilkinson / Edgewell Personal Care?

Video: https://vimeo.com/386191013 

 

Campaign: How to scale based on abandoners

Submitted by:Data Revolt Agency

Advertiser: YOXO (Orange Romania)

Video: https://youtu.be/0vaPjjWpcdc 

 

Digital Audio Advertising

 

Campaign: Listen Up! Delivering personalised audio ads at scale for Bose

Submitted by: A Million Ads

Advertiser: Bose

Video: https://youtu.be/AICURYEivBg

 

Campaign: Mental Airbag

Submitted by: Wavemaker Hungary

Advertiser: BMW Group Hungary

Video: https://youtu.be/AICURYEivBg

 

Campaign: To Be a Girl Child in the Changing World

Submitted by: Digital Partners

Advertiser: Aydin Dogan Foundation

Video: https://youtu.be/AICURYEivBg

 

Campaign: Magnum 3D Spotify Audio

Submitted by: Mindshare Turkey

Advertiser: Unilever / Magnum

Video: https://youtu.be/AICURYEivBg

 

Campaign: Speed Limited Radio Spots

Submitted by: Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://youtu.be/jktB-_zSFp0

 

Digital OOH Advertising

 

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Symulakra - a sculpture created by the forces of the city

Submitted by: Screen Network / panGenerator

Advertiser: Screen Network / panGenerator

Video: https://youtu.be/jktB-_zSFp0

 

Direct Response / Lead Generation 

 

Campaign: How to train a machine

Submitted by: Mediaworks (part of Core)

Advertiser: Liberty Insurance

Video: not submitted

 

Campaign: How to scale based on abandoners

Submitted by:Data Revolt Agency
Advertiser: YOXO (Orange Romania)

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: Domino’s Most Awakened – Rewarding Late Night NBA Fans… the Next Day

Submitted by: Arena Media Spain

Advertiser: Domino’s Pizza

Video: not submitted

 

Campaign: Hacking Global Growth in Cybersecurity

Submitted by: Kaspersky & iProspect

Advertiser: Kaspersky

Video: not submitted

 

Campaign: The Magic Remote

Submitted by: Hype

Advertiser: BMW

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Germanos - COVID-19 – Real-Time Response to meet changing demand

Submitted by: Mindshare

Advertiser: Germanos

Video: https://youtu.be/jktB-_zSFp0

 

Effective Use of Data

 

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Speed Limited Radio Spots

Submitted by: Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

 

Campaign: Coca-Cola Support Your Locals with "DCO"

Submitted by: Carat

Advertiser: Coca-Cola

Video:https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

 

Games & E-Sports

 

Campaign:L’Enfant Bleu - The Fortnite Undercover Avatar 

Submitted by: Havas Sports & Entertainment Paris

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

 

Campaign: Coca-Cola e-Euro 2020

Submitted by: Carat

Advertiser: Coca-Cola

Video: https://www.youtube.com/watch?v=UTSJxXIKicA&feature=youtu.be

 

Campaign: CYBERPUNK 2077

Submitted by: Havas Media

Advertiser: CD PROJECT RED

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: PUMA Alonzo's Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Wilkinson - Sharpening Your Style Since 1772: Gaming

Submitted by:  Wavemaker Poland, TeamPlay Poland, Artcore Poland

Advertiser: Wilkinson / Edgewell Personal Care?

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: #GamingWithoutBarriers

Submitted by: Fantasyexpo & Polska Liga Esportowa

Advertiser: Fantasyexpo & Polska Liga Esportowa

Video: https://youtu.be/aXwGIWXlDTw

 

Influencer Marketing

 

Campaign: Trésor x LeStream: A story of mystery, engagement, and redemption.

Submitted by: Carat

Advertiser: Kellogg’s Trésor

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

 

 

Campaign: Rexona fantastic teens IGTV series

Submitted by : Initiative 

Advertiser: Rexona / Unilever

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by : Havas Media Warsaw, Creative Agency: Havas Warsaw

Advertiser: CANAL+

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: KUBETI - "UNLOCK THE TOTEM"

Submitted by: Sunday Media

Advertiser: Kubeti / Ficosota Food

Video: https://youtu.be/blzpHgzTDpM

 

Campaign: PUBG MOBILE New Year's Eve

Submitted by: Dimi Advertising Agency

Advertiser: PUBG MOBILE

Video: https://youtu.be/blzpHgzTDpM

 

Integrated Advertising

 

Campaign: We don't know! We're just asking questions!

Submitted by: Sector 7 Hub

Advertiser: Catmobile.ro

Video: https://www.youtube.com/watch?v=f7orLpfjwXk 

 

Campaign: Cif - Beautiful When Clean

Submitted by: Mindshare

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353 

 

Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Box Food App: a new player enters the Greek market

Submitted by: MINDSHARE

Advertiser: BOX

Video: not submitted

 

Campaign: #wakeupafter6pm

Submitted by: proof.

Advertiser: fritz-kola

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Native Advertising

 

Campaign: PUMA Alonzo's Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Volvo A Million More

Submitted by: Mindshare Turkey

Advertiser: Volvo

Video: https://youtu.be/aXwGIWXlDTw

 

Non-Profit / Corporate Social Responsibility

 

Campaign:L’Enfant Bleu - The Fortnite Undercover Avatar 

Submitted by: Havas Sports & Entertainment Paris

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

 

Campaign: Cif - Beautiful When Clean

Submitted by: u-Studio powered by Oliver

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353 

 

Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Fair Tales

Submitted by: Havas Media / Sales&More / Publicis / VMLY&R Poland / Point of View

Advertiser: Odeabank

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

 

Offline Digitalisation

 

Campaign: Hayrats – The Waterless Fountains by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: The Magic Remote

Submitted by: Hype

Advertiser: BMW

Video: https://youtu.be/jktB-_zSFp0

 

Product Innovation

 

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/J030z3KgBA0

 

Campaign: Green Look

Submitted by: Wavemaker Hungary

Advertiser: Romani

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Search Advertising

 

Campaign: search against violence

Submitted by: proof.

Advertiser: Avon Bulgaria

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Performance in a Box

Submitted by: Generation Y - International eBusiness Hub

Advertiser: Box Pharmacy / Generation Y - International eBusiness Hub

Video: not submitted

 

Campaign: Praktiker Hellas – Google Ads Search Advertising Strategy

Submitted by: adjust.

Advertiser: Praktiker Hellas

Video: not submitted

 

Campaign: The illusionist

Submitted by: Hype

Advertiser: Turkcell

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Social Media

 

Campaign: Pit Story

Submitted by : Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: fruits of diplomacy

Submitted by : proof.

Advertiser: kasaba

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Rexona fantastic teens IGTV series

Submitted by : Initiative 

Advertiser: Rexona / Unilever

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Mix Up Your Summer

Submitted by : L2 Agency

Advertiser: Mirinda/ PepsiCo

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Omniasig Home Insurance - Sandu The Scotch Tape Master

Submitted by : V8 Interactive Advertising 

Advertiser: Omniasig 

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Video Advertising

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw, Creative Agency: Havas Warsaw

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: VIA VAI speeding towards omnichannel video success

Submitted by: Fingerspitz

Advertiser: VIA VAI

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: We don't know! We're just asking questions!

Submitted by: Sector 7 Hub

Advertiser: Catmobile.ro

Video: https://www.youtube.com/watch?v=f7orLpfjwXk 

 

Campaign: Bankinter, the Bank that Sees MONEY the Way You Do 

Submitted by:: Havas Media Spain

Advertiser: Bankinter

Video: https://youtu.be/q5BdqI6OFCY 

 

Virtual and Augmented Reality

 

Campaign: PUMA Alonzo's Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Zoetis Cydectin Triclamox VR 

Submitted by: Format C

Advertiser: Zoetis

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: ARZU SABANCI FOR KOTON AUGMENTED REALITY APP

Submitted by: Koton / Speed Media

Advertiser: Koton

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Pit Story

Submitted by : Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

[NEW] Best use of CTV

 

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/jktB-_zSFp0

 

RESEARCH AWARDS

 

Audience Measurement

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

MeMo² developed a unique research roadmap in which factual media contacts amongst real shoppers was correlated with Brand & daily Sales uplift data from individual supermarket checkouts. Media contacts were 100% passively registered through a mobile-based measurement platform, THX. (winner IAB Europe 2020), including the exposure to instore advertising by tracking store visits of real consumers.

 

Best Use of Research Budget

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Annalect Nordics: Telenor Omnichannel Platform with Campaign AI Engine

 

Annalect has developed a comprehensive omnichannel platform using advanced AI modelling combined with a unique campaign mapping engine that enables clients to distinguish detailed creative effects from effects from sheer media pressure.

 

Brand Advertising Effectiveness

 

Annalect Netherlands: Driving marketing measurement accuracy through geo lift calibration in Marketing Mix Modeling

 

This research project encompasses ground-breaking Marketing Mix Modeling (MMM) for PepsiCo. The goal was to estimate impact of marketing and other factors on sales for Lays through Bayesian MMM, while integrating geo-experimental results, to significantly improve scenario planning and testing for marketing investments. 

 

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Consumer Attitudes and Behaviour

 

Kantar: Kantar’s COVID-19 Barometer:  In March 2020, Kantar created The COVID-19 Barometer. The largest study into how consumers were being impacted by the pandemic. Created in days, with unparalleled breadth, depth and frequency, ‘the Barometer’ guided Kantar and our clients through the first year of the pandemic.

 

Annalect Nordics: Effective activation of McDonald’s 1st party data

 

With over 20+ years of experience with handling big data and computing complex statistical models for our clients, Annalect Nordics have developed a new CRM insights platform to engage clients 1st party data and optimize internal CRM communication, corporate strategies and customized marketing communication. Our Machine learning platform is designed to support the strategy for increasing customer engagement, decreasing the customer churn, and improving the overall customer experience within a company. 

 

Annalect Netherlands: Up to 50% of Dutch young adults partially unreachable with digital ads due to Adblockers

 

Adblockers have been discussed often in the media in the Netherlands and abroad. However, local data on the use of adblockers was not available and media planners could not effectively take adblocker usage into account when planning campaigns.

 

Cross Media Measurement

 

Annalect Nordics: Effective activation of McDonald’s 1st party data

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Dentsu: This is how Elgiganten changed retail – with the use of Dentsu’s Ecosystem Modelling

 

For decades, the retail industry has used physical leaflet advertising as one of the main drivers to push sales, and with great success. However, Elgiganten (Nordic market leading electronics and home appliances reseller) disrupted the retail industry by phasing out physical leflets during 2020. 

 

Data Effectiveness

 

Annalect Nordics: Annalect’s CRM platform is developed on top of McDonald’s sales systems, CRM platform and data from public databases to enrich prediction scores.

 

Digital Advertising and Marketing Industry Insights

 

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

 

Two years ago the UK advertiser body (ISBA) and premium publisher body (AOP) tasked PwC with solving this key business challenge: “What do my programmatic supply chains really look like?”   

 

Teads: The Effect of Creative Optimisations on Attention and Brand Metrics

 

Although the impact of creative quality on media effectiveness has been a well-researched topic, research has often focused on famous brands, standout campaigns and the best creativity that the advertising industry has to offer. But research on creative effectiveness has often lacked practical application for marketers looking to extract the most value from their assets and nowhere is this truer than with digital video.

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Dentsu: This is how Elgiganten changed retail – with the use of Dentsu’s Ecosystem Modelling

 

Digital Advertising Formats

 

Verizon Media:  Fabric of Reality - Measuring the impact of VR

 

Verizon Media saw an opportunity to disrupt and reinvent fashion shows at a time of Covid-19 and sustainability pressures, showing how virtual reality (VR) could become a compelling companion. 

 

Verizon Media, in partnership with Kaleidoscope, Museum of Other Realities & the Fashion Innovation Agency launched the ‘Fabric of Reality’ (FoR) a first of its kind, VR fashion show to drive awareness of Verizon Media’s state-of-the-art production studio & the compelling next-gen experiences it can produce.

 

Teads: Creating engaging mobile advertising with or without sound 

 

Most marketers believe that audio is a critical element in making successful TV advertising. There is indeed evidence that supports this notion on a TV screen but how does this apply to mobile where video can be consumed on mute? 

 

Kantar: Media Reactions: where great ads thrive

 

Media Reactions is a new Kantar study, which introduces a global ad equity ranking for media channels and media brands.  It is designed to help both media and advertiser brands navigate a way through these choppy waters, by providing a longer-term perspective on what people expect from advertising environments, particularly content-led and social media.

 

Research Innovation

 

Verizon Media:  Fabric of Reality - Measuring the impact of VR

 

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Digital Researcher of the Year

 

Anita Caras - Insights Director, EMEA - Verizon Media

 

Alexander Oude Elferink - EMEA Data Scientist - Annalect Netherlands

 

 

IAB Europe’s first VPD of 2021 took place on 6th May and what an insightful and engaging day it was! With over 730 joining us for the biggest and best virtual programmatic event in our industry, it provided everything we needed to know about programmatic in Europe today. A big thank you to our sponsors OneTrust and AdColony for helping to make this event such a huge success.  

Featuring speakers from IAB Europe member companies and advertisers including Comscore, DoubleVerify, Index Exchange, Klarna, Rakuten Advertising, Magnite, The Trade Desk, Xaxis, and more, the event was split into a keynote presentation and four panel sessions. Check out the blog below for the session overviews and to watch the videos.

Watch the full event recording here

Opening Keynote: The European Programmatic Advertising Landscape 
Daniel Knapp, Chief Economist, IAB Europe

“First-party data is becoming increasingly relevant in a programmatic world”

The first session of the event gave an overview of the programmatic advertising landscape in Europe. 

It explored key opportunities and barriers to its success and provided a sneak preview into IAB Europe’s AdEx Report. 

Key highlights included programmatic ad spend recovery and a look into new premium formats that are becoming part of the programmatic ecosystem.

Watch the session recording here

Panel 1: The European Programmatic Advertising Landscape 

The first panel session of the event followed on from the keynote presentation to discuss the biggest trends in programmatic advertising today, and what the main opportunities and barriers are to its success. 

Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA at PubMatic moderated the panel and was joined by:

Watch the session recording here

Audience poll:

We ran an audience poll at the end of the panel to ask what channels will drive the future growth of programmatic investment. The majority of the audience felt CTV would drive the biggest growth (55%). This was followed by Mobile In-App (16%) Digital Audio (11%) Digital Out Of Home (10%) and Display (8%). 

Panel 2: The Evolution of Programmatic Advertising in a Post Third-Party Cookie World

The second panel of the event discussed everyone’s favourite word… cookies! It discussed the most up-to-date solutions and guidance on market alternatives to third-party cookies. It also explored where we are at today and what alternatives and tactics are available as we transition into a post third-party cookie world.

Alwin Viereck, Programmatic Advertising & Ad Management, UIM moderated the panel and was joined by:

Watch the session recording here 

Audience poll:

We ran an audience poll at the end of the panel to ask how prepared companies felt they were for a post third-party cookie era. The majority of the audience felt they were prepared to some extent (31%). Only 3% claimed they weren’t prepared at all. 

Panel 3: Programmatic Trading - What it Means to Advertisers Today 

As more and more advertisers look to adopt a hybrid approach to programmatic buying, this panel took the time to explore the in-house model. It looked at whether taking programmatic in-house is still popular amongst advertisers and what programmatic trading means to them today, in terms of attribution, and preparing for a post third-party cookie world. 

Moderated by Tanisha Sakhawat, Senior Business Development Director, EMEA, DoubleVerify with the following panellists:

Watch the panel session here 

Audience Poll

We ran a poll at the end of the panel to ask what the key barriers to the adoption of programmatic trading are. The majority of the audience felt difficulty in keeping up with changing technology (34%) and difficulty hiring people with the right skill set (25%) were the largest barriers. This was closely followed by difficulty in understanding the technology requirement (24%). Complexities of campaign measurement (12%) and an inability to assess data providers (5%) were also listed as key barriers. 

Panel 4: Data Protection & Policy for the Programmatic Advertising Industry 

The final panel of the day turned to our privacy experts who discussed data protection and policy in programmatic advertising. They explored what the overall sharing of data really means and outlined the latest policy developments that the industry must be aware of. 

Ninon Vagner, Pricacy and Compliance Manager, IAB Europe moderated the panel and was joined by:

Watch the panel session here

 

Authored by Industry Leaders from Across Europe

Provides a European-Level Overview to Brand Safety in the New CTV Environment

12th May, 2021, Brussels, Belgium: IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Guide to Brand Safety in CTV’ to help all stakeholders working in the CTV ecosystem maintain best practices and ensure brand safe environments for advertisers.

Today, the modern marketer is equipped with a variety of solutions for brand safety and content verification when dealing with tried and tested digital advertising formats. However, Connected TV (CTV) is a new channel, bringing new challenges. As advertising budgets continue to shift to this new medium, trust will be key to unlocking the full potential of this channel. As with every new or emerging channel, advertisers are excited, but also initially cautious. They want to know that their media investment is protected, and they want to be able to evaluate its efficacy in the same manner that they do other digital media channels. So, building great trust within the CTV ecosystem will be imperative as we continue to move forward.

As such, the Guide to Brand Safety in CTV draws on some of the key considerations to help the Digital Advertising industry navigate brand safety in the new CTV environment. The guide provides an overview of the brand safety and ad fraud market within CTV, highlighting best practices, solutions and case studies. Written by CTV experts from IAB Europe’s Quality & Transparency Taskforce including Comscore, DoubleVerify, FreeWheel, MediaMath, Rakuten Advertising, SpotX, IAB Tech Lab, and Integral Ad Science (IAS) the guide also looks at the future landscape and what the market needs to do in terms of standardisation, measurement and transparency to fully support this emerging channel.

Commenting on the guide, Graeme Lynch, VP Demand Facilitation at SpotX explains, “2021 is the year CTV advertising has reached a tipping point throughout many of the European markets. Measurement and attribution solutions are now coming to fruition enabling increased investment from advertisers to match increased audience adoption. Knowledge of the format is dramatically increasing and this new guide focusing on brand safety within CTV is an essential tool for brands and their agencies as they take practical steps to realise the full potential of their CTV campaigns.”

Speaking on the need for transparency in CTV, Dan White, Group Director, EMEA at DoubleVerify said "With many people staying indoors over the past year and streaming services becoming ever more popular, consumer behaviour has drastically shifted to enable CTV to reach new heights. So, while advertisers are bullish on CTV, there are some hesitations when it comes to fraud, brand safety, and measurement in the space. As ad verification companies like DV continue to create transparency into CTV supply, advertisers will be able to unlock the full potential of the channel.”

Emmanuel Josserand, Senior Director, Agency, Brand and Industry Relations at Freewheel echoed these comments saying, "We’re seeing a big shift with connected consumers now accessing content through IP delivered mechanisms. The rise and unique opportunities offered by CTV means that it has become a highly coveted marketing channel but unfortunately, it has also attracted organisations that threaten the integrity of the medium, to the detriment of legitimate players,” said Emmanuel Josserand, senior director of brand, agency and industry relations, FreeWheel. “Of late, CTV platforms have seen an uptick in such activities and various quality challenges. It is absolutely critical for marketers and the ecosystem as a whole to ensure the appropriate processes are in place to provide a brand safe and transparent environment. This guide is a must read for all marketers trying to navigate brand safety in this exciting, new connected TV universe’’

Commenting on why CTV is a key priority for IAB Europe, Helen Mussard, CMO at IAB Europe said, "Over the last 18 months, from our own studies we have seen a surge in interest in the CTV environment. To fully enable investment to follow and for CTV to be able to successfully scale across Europe, IAB Europe developed a dedicated work track to encourage education, confidence, and investment in the CTV market. This latest guide follows on from IAB Europe’s Guide to Connected TV that was released in June 2020 and IAB Europe’s Guide to the Programmatic CTV Opportunity in Europe, released in April 2021.

Interested stakeholders can expect to see more CTV-related guides this year which will delve deeper into targeting and measurement. We are very grateful to the support of our members for their collaboration and expertise in making all of this possible.”

Download the Guide here.

In this week’s member-guest post, we hear from Igor Gubin, Region Manager Europe at Admitad Affiliate Network, as he shares their latest research into paid search and affiliate programmes and how they have boosted textile industries. 

In times of crisis, companies start to pay extra attention to their spending. As paying for clicks gives way to solutions that support ROI, the role of affiliate marketing continues to grow. Has it worked well for apparel in a challenging 2020? And which publishers have been able to benefit? Admitad Affiliate and SimilarWeb conducted a joint report to investigate these questions. Here are some insightful answers below.

More traffic

Traffic to the top 500 global Fashion & Apparel e-commerce sites grew 33% between January-March in 2020 and the same time period in 2021. Most of these impressions were brought by Social Media (Youtube, Instagram) and coupon sites. Paid traffic remains one of the most important channels, as well as display advertising and affiliate marketing.

Continued growth in influencer marketing 

In 2021, we expect to see continued growth in influencer and social media activity and sales across a variety of industries, not just apparel and footwear. 2020 was quite a challenge, but things are beginning to look up. The affiliate will play an important role, so we expect more publishers to prefer percentage-based rewards. For advertisers, we believe even more industries will begin to turn to performance marketing now that even cars and homes can be purchased online. Small and medium-sized businesses (SMBs) will also look for growth and will find it with affiliate networks developing businesses of all sizes.

Value for money

In the YoY change in traffic to the top 500 global Fashion and Apparel sites from 7 key acquisition channels, such as organic search or social ads, paid search appears to be a big focus for Fashion and Apparel sites, with a 62% increase in traffic. Display ads and Social grew by 22% and 12% respectively, while email traffic sources grew by just 1%.

It's a long-term game

There are many pitfalls for newcomers to performance marketing, but the most common of these is the expectation of immediate results. Even if your affiliate marketer is kind enough to provide you with a responsible account manager, it still takes time to get your program known to publishers, adjust compensation rates, etc. These things take time, so the key to success is realising that you're playing a long game - an essential understanding for every business  - and thus, you can adapt your long-term strategy to the volatile market requirements using flexible and measurable earning models.  

However, the balance of power is slowly shifting: as more SMBs become more willing to handle campaigns themselves, they will also be able to take advantage of various tools and platforms, with all the pros (transparency in measurement and fair payments) and contras (long time needed for a campaign concept and realisation). 

Want to find out more and get extra value from your affiliate channel? Take a look at Admitad Affiliate’s Academy for useful affiliate marketing content and free courses, and contact me if you need any specific insights. The full version of the AdTech report is available here.

 

 

On 29th April, IAB Europe hosted its first Virtual CTV Event of 2021. 

The event was created to further explore CTV as a key, emerging digital advertising channel, and with over 480 attendees was a huge success.  

Featuring a series of panel discussions and market deep dives from IAB Europe and IAB Europe member companies, the event dived into market developments and differences across Europe, explored the programmatic opportunity for CTV, and looked at user consent and privacy within CTV campaigns. 

A big thank you to our partner OneTrust for helping to make this event possible. 

In this post, you will find an overview of each of the sessions covered, as well as video recordings for you to view in your own time. 

Watch the full event recording here

Opening Keynote: CTV Advertising in Europe: How is the Market Shaping Up Post-Pandemic? Daniel Knapp, Chief Economist, IAB Europe

“Connected-TV (CTV) will benefit from a privacy-first advertising world”

The first session of the event gave an overview of the potential available for CTV advertising in Europe. It looked at recent research undertaken by the industry to better understand adoption, consumer habits, and future trends of this emerging channel. 

Watch the session recording here.

Panel 1: CTV Definitions, Developments and Differences Across Europe 

The first panel session of the event discussed the latest developments helping to shape the CTV landscape. The panel outlined the differences between OTT and CTV and shared insights on buying habits and trends across the different European markets.

It also explored what needs to happen to pull together a very fragmented landscape and to increase scale.

Louise Dixon, Strategic Partner Lead, Google moderated the panel and was joined by:

Watch the session recording here.

Panel 2: The Programmatic Opportunity for CTV 

Following the recent release of IAB Europe’s Guide to the Programmatic CTV Opportunity in Europe, the second panel session of the event dived into this topic in detail. Taking a European level focus, the panel discussed the CTV programmatic supply chain and the programmatic options that are currently available to advertisers. 

Sharing best practices on how to plan and operate a CTV campaign programmatically, the panel discussed targeting, brand safety, and ad fraud. 

Jaden Grant, EMEA Client Services, IPONWEB moderated the panel and was joined by:

Watch the session recording here.

Audience poll:

We ran an audience poll during the panel to ask what the biggest barrier to enabling programmatic CTV advertising to scale in Europe is. The majority of the audience felt measurement was the biggest restriction to success (50%). Whilst almost 40% felt market adoption was the biggest barrier. Ad fraud and viewability were next on the list at 4% each with brand safety also proving to be a cause for concern at 3%. 

Panel 3: Measurement & Return-On-Investment (ROI)

The third panel session of the event unpacked some of the challenges and solutions to CTV measurement and ROI. It explored how success can be measured for a CTV campaign and looked at what KPIs exist and what the typical ROI is. 

This panel also shared best practices and their ideas on how the industry can move forward to better measure campaign success in this channel.

Paul Goode, SVP Strategic Partnerships at Comscore moderated this panel and was joined by:

Watch the panel session here.

Panel 4: User Consent & Privacy 

The final panel of the day turned to our privacy experts who discussed how user consent is collected for CTV campaigns and if the practice is universal. They also discussed user consent and privacy best practices with a focus on targeting approaches and data management.

Ninon Vagner, Pricacy and Compliance Manager, IAB Europe moderated the panel and was joined by:

Watch the panel session here.

 

UK media quality impacted amid turbulent times, according to the Media Quality Report H2 2020 by Integral Ad Science (IAS). In our member guest blog post, we spoke with Nick Morley, EMEA Managing Director at IAS on the performance and quality of UK digital media. 

Nick Morley leads the strategic development of the EMEA business at IAS, a global leader in digital ad verification. He has a proven track record in launching and scaling high-growth businesses across Europe, with a decade’s worth of digital advertising industry experience. 

It’s undoubtedly been a year that has transformed the digital advertising landscape. Consumers and the advertising industry at large, have shifted their focus toward digital in 2020 and media quality took centre stage in driving performance and enabling brands to forge better connections with consumers. 

The latest Media Quality Report at IAS provides global benchmarks for viewability, brand safety and ad fraud across digital environments and formats, based on trillions of data events analysed each month worldwide that ran between July 1 and December 31, 2020.  

An increase in UK brand risk 

During an unprecedented year, UK brand risk increased across all media environments in H2 2020. Brand risk on desktop display rose 3.2 percentage points from H2 2019 to reach 5.8%. This represents a level of risk the UK has not seen since 2017 – a year defined by tragic domestic events and brand safety scandals. When comparing 2020’s brand risk levels to previous years, it’s clear that political and societal movements drove greater risk in online content. 

Data shows that the increase of impressions flagged as posing a risk to brands was driven by a rise in adult, hate speech, and violent content. When looking at total impressions flagged as posing a risk across all environments in the UK, six in every 10 were related to content around illegal drugs, alcohol, or violence. 

Carefully targeted strategies 

Rather than a blanket approach to blocking online content, brands looking to navigate the ever-evolving digital environment should take a nuanced approach, considering the context and sentiment of the content alongside which they advertise. For example, not all pandemic-related content is negative or harmful to a brand, so advertisers needn’t miss out on opportunities to interact with engaged audiences by inadvertently blocking high-quality, contextually suitable publisher inventory.

Anti-fraud technology reduces wasted media spend

With consistent use of anti-fraud technology, ad fraud levels in the UK decreased in all digital ad environments throughout H2 2020, except for desktop video, which increased by 0.1 percentage points. 

In contrast, advertising campaigns that did not use optimisation tools and strategies encountered fraud levels up to 11 times higher than those optimised against fraud. It’s imperative that brands looking to navigate the ever-changing media landscape utilise partners and technologies that are able to minimise the risk of investment being wasted on fraudulent impressions. 

UK viewability continues to rank above global average

The wider adoption of the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK) has been a huge boost for the industry. Viewability within the mobile-app display environment increased 4.2 percentage points YoY to 72.9% in H2 2020, increasing the ability for digital ads to be seen by consumers. However, viewability levels slightly decreased across other media environments due to more digital content consumption, increased demand and constraints on high quality ad inventory during the busy holiday period.

Our Media Quality Report also found that as consumers have spent more time with digital content across 2020, the average time that ad content is in-view has increased, providing UK advertisers a greater opportunity to engage with their audiences. Time-in-view increased YoY for desktop display from 20.11 in H2 2019 to 21.34 seconds in H2 2020, and for mobile web display from 14.84 to 15.68 seconds over the same period.

A global outlook

As we look ahead, it’s important to understand how media quality is impacted by global events and technological shifts around the world. The Media Quality Report leverages this database to reveal global performance metrics and offer an industry barometer against which ad buyers and sellers can benchmark the quality of their campaigns and inventory. The MQR is just one of the many ways we continue to provide greater transparency throughout the digital advertising ecosystem.

To find out more about how advertisers and publishers can utilise these insights to improve media campaigns, download the Media Quality Report here

 

IAB Europe
Rond-Point Robert
Schuman 11
1040 Brussels
Belgium
Sign up for our newsletter
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram