Global Media Directors and Chief Marketing Officers from brands including Unilever, P&G, Mars, VW, F1, L’Oreal and GSK will be taking to the stage at this year’s Festival of Media Global event
in Rome from 21-23 May
Disability; social impact; complexities of the new media eco-system; inhousing v outsourcing; using movies to understand storytelling; transparency; mental health; the personal brand; esports; the role of the global media director in 2019; protecting the media eco-system and purposefulness are all subjects being discussed as part of the content programme.
This content programme is part of the experiential overview of the entire event, which will see the return of its catwalk stage and three immersive zones all filled with sessions focused on the media and marketing knowledge gaps of the world’s biggest spending and most influential brands.
This is complemented by the inclusive nature of the event, which has even seen it move days – Monday and Tuesday to Wednesday and Thursday - to ensure it is not hard for single parents to attend this year, while three juries and the speaker line up are fully representative of society. The event will also be offering eight lucky delegates a 45-minute professional coaching session during the duration of the event.
Once again just over half of the audience will be brands with both P&G and VW bringing their global media and marketing teams to the Festival to discover new initiatives, learn and engage over the two days of the event by having one on one meetings with media owners and tech companies and immersing themselves in the content, while more than 70% of the speakers will be from global advertisers.
There will also be a number of firsts with data, ideas and research being launched throughout the festival.
To be part of this unique experience make sure you take your place at Festival of Media Global https://www.festivalofmedia.com/global/
MAY 6 @ 9:00 AM - 5:00 PM
IAB Tech Lab’s education and adoption effort for all the latest programmatic supply chain releases is full steam ahead! IAB Tech Lab is hosting a full day event for engineers and technology leaders, “Innovation Day: Transparency and Securing the Supply Chain” in New York City on May 6th 2019.
This event is for technical and operations teams who are building the future of programmatic supply chain technology, including those from brands, agencies, and publishers. For this event, our supply chain scope includes authenticating publisher media inventory, providing transparent paths through ad tech SSP/Exchange platforms, reducing fraud, and serving trusted advertiser creative on purchased impressions. Attendees will deep dive into critical technical standards, remaining supply chain vulnerabilities and take away inputs for engineering roadmaps in 2019.
Learn more and register here.
As an industry, we made huge strides in securing the supply chain last year, and the fight continues as the latest ad technology standards are adopted. This full-day event will be packed with fresh takes on fighting remaining fraud vectors and adopting technical standards for programmatic transparency. You’ll learn about updated technologies like OpenRTB 3.0, OpenDirect 2.0, AdCOM 1.0, app-ads.txt and more, and leave with actionable insights for platform development.
Tapping the expertise of leaders in the industry from a wide range of organisations, under the guidance of the IAB Europe Education & Training Committee, this white paper covers key elements which should help provide a better understanding of the technology and its application in digital advertising.
Download the Blockchain Demystified White Paper.
IAB Europe would like to thank the white paper leader that helped to edit and compile it:
| Anton Kopytov, Partner Technology Consulting, Mindshare Worldwide and Chair of the IAB Europe Research Committee |  |
And the white paper contributors that provided content for this white paper
| Thomas Park, Senior Director Product Management, Adform and Co-Founder Advanced Blockchain Solutions |
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| Samuel Zwaan, EU Product Lead Programmatic Advertising, eBay |
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| Emmanuel Josserand, Brand, Agency and Industry Relations, FreeWheel
Jason Manningham, General Manager, Blockgraph |
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| Giordano Buttazzo, Ad Tech Manager, IAB Italy
Sebastiano Cappa, Board Member, IAB Italy, ExCo Board Member, IAB Europe, and Managing Director, Ligatus Italia Michele Marzan, Board Member, IAB Italy and Chief Strategy Officer, MainAd |
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| Hunter Gebron, Director of Strategic Initiatives, MetaX |
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| Dee Frew, Associate Director of Technology and Activation, Publicis Media
Tej Rekhi, VP Group Development Precision EMEA, Publicis Media |
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| Tom Kershaw, Chief Technology Officer, Rubicon Project |  |
As part of the 2019 work plan on educating the industry about blockchain and sharing best practice use cases, IAB Europe’s Education and Training Committee will also organise a webinar this summer to feature the white paper’s contributors and industry experts. This follows up from the 2018 Blockchain webinar which first addressed the impact of this new technology on the digital advertising ecosystem.
Download the Blockchain Demystified White Paper.
For more information please contact
Alex Macarescu
This article was originally published here.
Irish Digital Advertising Spend grew by 17% in 2018 according to the latest IAB / PwC Online Adspend Study.
Digital advertising spend in the Irish market for 2018 reached €574m according to the latest results of the IAB PwC Online Adspend report, reflecting a growth rate of 17% year on year.
Display advertising grew by 18% to €250m in 2018, this growth was driven by Social with a 31% growth rate YoY and Video with a 34% growth rate YoY.
Search advertising grew by 17% in 2018 with an adspend of €286m and a share of 50% of the total Irish digital advertising market.
Classified advertising online performed strongly with a 10% growth rate year on year and a 7% share of the total 2018 online adspend at €38m.
Download the infographic below.
For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, 086 852 2291, maeve@iabireland.ie
Brussels, 4 April 2019 - IAB Europe has endorsed four more European training programmes managed by its National members in Italy, Spain, and Austria, further bolstering the number of Education and Training initiatives bearing the IAB Europe seal of excellence. A total of 12 Education initiatives delivered by both Corporate and National IAB members now receive recognition by IAB Europe and its Education and Training Committee.
The latest endorsed programmes are:
From digital marketing fundamentals to programmatic trading and academy level certification, these latest course additions join IAB Europe’s already impressive roster of endorsed training programmes to support and guide digital marketing professionals throughout their career across Europe.
“It is great to see the momentum that the IAB Europe Endorsement Programme is gaining, as the benefits for initiatives in the field of education carrying the Endorsed aegis come to light. These are truly leading programmes in their markets and indeed Europe as a whole. We are honoured to support them and have the National members which develop and deliver them be part of our Education and Training Committee. It is through their continuous efforts that pan-European standards for education in digital training are being elevated”, said Neslihan Olcay, Chair of the IAB Europe Education and Training Committee and CEO of Wavemaker Turkey.
IAB Italy Creates New Digital Lab and continues certifying Programmatic Specialists
Through its latest initiative, IAB Italy aims to renew its educational proposal with new courses dedicated to current and future professionals in the digital world. The courses combine theory with practice and will be conducted in a "laboratory" formula: each lesson will be enriched by practical exercises in the classroom under the constant observation of teachers.
The organisation is also continuing to certify much needed specialists in programmatic. This programme aims to provide access to in-depth coverage of technological platforms for programmatic buying, selling and combine them with the knowledge of traditional media spaces.
IAB Spain Provides Programmatic Ad Essentials
Already covering a wide range of topics through an expansive course catalogue, the IAB Spain course on programmatic trading acknowledges the revolution in this field and the fact that now, more than ever, a deep understanding of the changing landscape and indeed ecosystem, is a must for all marketeers. IAB Spain’s mission in education is to develop technical knowledge in order to further enhance marketing skills in the Spanish industry.
IAB Austria Focuses on Future Digital Careers
The course offered by IAB Austria introduces all relevant areas of digital marketing: from market overview to technical and economic fundamentals to creation and planning strategy. The full-time modules are held three times a year in Vienna and offer attendees the opportunity to build knowledge, get answers to their questions and make important contacts for their future career.
“For many organisations across Europe education represents an area of focus in the continuous pursuit to combat the talent shortage and skill gap that currently afflict the digital industry. It is vital that the efforts of those taking the initiative to train the future ranks of digital talent be recognised and supported. Markets in Italy, Austria, and Spain - to name just the latest addition to the list of endorsed programmes - benefit from an impressive offering of digital training, which we are now proud to endorse”, said Alex Macarescu, Programme Manager, IAB Europe.
Do you have a training programme that you feel meets the criteria of the IAB Europe Endorsement Programme and wish to have it bear the Seal of Excellence? Contact us.
About the IAB Europe Endorsement Programme
As a main building block in IAB Europe’s plan to support education and training initiatives in Europe, the Endorsement Programme comes as a collaborative, easy to implement, and high impact project. Its main goal is to provide additional visibility and weight to high-quality training programmes developed by members and partners. You can learn more about the IAB Europe Endorsement Programme here.
About IAB Europe
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
It is regrettable that Johnny Ryan’s ongoing PR campaign against the digital advertising industry and in particular his unfounded and inaccurate accusations against IAB Europe are becoming ever more desperate. His claims only distract from the work regional and national regulators, alongside not-for-profits such as our own, are doing together to create a more transparent, trusted and safe online experience, for consumers, brands and publishers.
Ryan’s latest complaint can be split into two distinct issues: firstly, a challenge that the way we obtain consent for cookies on stg-iabeurope-iabeuropeold.kinsta.cloud is unlawful. This is then being used as leverage for his ongoing, more general allegation regarding the guidance we provide to support the entire digital advertising industry.
We will issue a full rebuttal of Ryan and his employer’s accusations in due course, however to take each of these briefly in turn.
The ePrivacy Directive requires that user’s grant their consent before any cookies are used that aren’t strictly necessary for the functioning of the website. The consent requirement covers, amongst others, cookies used for analytics, advertising and social media sharing buttons. It is these uses we ask users’ consent for. Neither the GDPR or ePrivacy Directive prohibit a website operator from making access to their website conditional on consent for cookies and/or any data processing associated with it. Considering all relevant provisions of the law, IAB Europe is confident that the way it obtains consent for the use of cookies on its website complies with the requirements of the law.
With regard to Ryan’s broader accusations regarding our position within the digital advertising industry, it is perhaps helpful to set these within the commercial context of his employer’s business. Their current model blocks ads served transparently by the partners a publisher chooses to monetise their content and instead injects their own ads, coercing a publisher to give up a share of their revenue in the process. As a result, it is in Ryan’s interest to position himself as an arbiter of privacy standards.
In contrast, IAB Europe is a not-for-profit organisation that works closely with government, regulators and all parts of the digital advertising industry, to ensure regulation is fit-for-purpose and then implemented correctly. Whilst we will address these latest complaints in the appropriate manner, they will not distract us from this primary goal.
Taide Guajardo, Brand Operations Director, Procter & Gamble Europe, is the first speaker to be announced for IAB Europe’s flagship digital advertising conference, Interact.
Brussels, 27th March 2019 - IAB Europe, the leading European-level industry association for the digital advertising ecosystem announced today the speaker line up for their flagship annual event ‘Interact 2019’. The 13th edition of Interact will take place on the 4-5 June in Warsaw, Poland. Over 700 European advertisers, industry experts, agencies & media owners are expected to attend. Speakers from P&G, Verizon Media, Douglas, IBM and BBDO will take to the stage to address the theme of the event: Growing change. Changing Growth. Both of those elements are entering a transformation phase: Change is accelerating, with the political landscape and regulatory environment becoming just as important as technological breakthroughs and evolving consumer behaviour. Growth is shifting from a quantitative to a qualitative agenda and new business models are gradually emerging in a restructuring value chain.
Taide Guajardo, Brand Operations Director, Procter & Gamble Europe, will take to the stage on Day 1 to share how and why P&G is taking talking into action and how they're redefining what brands can do for society. She will explain what growth means to them and why the company feels committed to shaping the new generation of standards for privacy, transparency, and ethics in the use of machine learning and artificial intelligence. Gujardo has been leading growth and change at Procter & Gamble for almost 30 years, managing an impressive budget and 200-person team of marketers and partner agencies from across Europe. Her mission is to identify innovations and implement innovative marketing solutions for the whole portfolio of P&G brands, which are based on data and modern technology.
The two-day conference consisting of keynote speeches and panel discussions will in total host more than 40 outstanding industry experts, agency representatives and publishers to share their experiences, inspirations and solutions on the Interact conference stages. This year’s speaker line-up was judged and decided by a Programme Advisory Board. This independent board of industry experts reviewed over 80 global applications to decide the best content to feature in Interact 2019. Selected topics include Programmatic Audio & Voice Advertising, Addressable TV, Digital-Out-Of-Home, E-commerce, Brand Safety, Influencer Marketing and AI. As part of the selected submissions, the following companies have also been invited to speak:
Interact 2019 will kick off with the results of IAB Europe's annual AdEx Benchmark Study. This definitive guide to the state of the European digital advertising market will reveal the latest revenue stats and growth areas.
“Every year, Interact gathers the greatest digital minds to analyse emerging trends; discover technological breakthroughs and introduce best business practices. This year, as we have experienced some of the greatest political and regulatory change in our ‘digital’ lifetime, it’s the perfect opportunity to see how this will shape and grow our industry. We’re delighted to co-host the event with IAB Poland in Warsaw, welcoming visitors to one of digital’s fastest growing and innovative digital hubs”, said Townsend Feehan, CEO, IAB Europe.
To review the first line up of Interact 2019 speakers, please visit the event website (www.interactcongress.eu).
Registration for the event is open at: https://registration.interactcongress.eu and early bird ticket prices are available until Friday 12th April 2019.
Contact for media:
Helen Mussard
mussard@iabeurope.eu
Editor Notes:
About Interact
Interact is a must-attend event for the digital advertising industry. Hosted by IAB Europe, for over 12 years, leading European advertisers, industry experts, agencies & media owners meet to get inspired and share best practices. This year’s Interact will take place on 4-5 June at Multikino, Złote Tarasy in Warsaw, Poland and over 700 digital advertising leaders are expected.
About IAB Europe
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
2019 Interact Media Partners
The media partners of the event are Online Marketing, Marketer +, Marketing Przy Kawie, My Company Poland, Puls Biznesu, Wirtualna Polska, Gazeta.pl, Interaktywnie.com, iQads, Smark, Forbes, Newsweek Poland, Social Press, MIT Sloan, infostud, Adverticum and Marketing Magazin. Industry partners are EGTA (European Affairs Group (Tv & Radio)), EASA (European Advertising Standards Alliance) and EACA (European Association of Communication Agencies).
In this blog series, IAB Europe’s Brand Advertising Committee and its members explore key perspectives and the latest developments in the drive for a viewable, quality digital advertising environment.
Alex North, Head of Marketing Science R&D, EMEA, Facebook
Viewability is a measure of the opportunity for advertising value. As advertisers strive to understand mobile's unique consumption patterns and optimal marketing approaches, they're faced with new challenges that can't be solved through assumptions taken from other media.
There is universal agreement that if an ad never appears on someone's screen, then it cannot create value. But there's debate as to what counts as “viewable” once the ad has entered the screen, what standards should be employed, and how these should be applied across platforms, especially mobile. Here at Facebook, we're often asked for our perspective on the link between viewability and value as the platforms in our portfolio are used so heavily on mobile devices. Advertisers are keen to understand how consumption patterns and optimal marketing approaches are different for mobile.
It’s crucial that we explore the data available to understand how mobile platforms are consumed and how they can be used by marketers effectively: otherwise, we risk introducing bias. For example:
While there is universal agreement that marketers shouldn't pay for ads that don't enter the screen, it still remains an open topic on the point at which an ad is able to start creating value once it has entered the screen. Mobile environments, and particularly in-feed environments such as Facebook and Instagram, present a distinct interactive experience where users consume each piece of content before deciding to scroll to the next post. Marketers must take into account the nuances of consumption across platforms when considering where best to place campaigns. The keys to success will be a common understanding of how to quantify exposure (such as the sort of principles outlined by the European Viewability Steering Group[1]), paired with a focus on measuring the value of exposure.
[1] The EVSG principles are outlined here - https://eaca.eu/wp-content/uploads/2017/12/European-Viewability-Measurement-Principles-04.12.2017.pdf
This article was originally published here.
According to IAB Turkey AdEx-TR 2018 Report digital ad revenues reached 2,47 billion TL with a growth of 14,2%
IAB AdEx-TR 2018 report reveals that display ad revenues reached TL 1,41bn by growing 15%. Advertising based on Display/Click gets the biggest share under Display category with TL 969M. On the other hand, Video ad revenues reached to TL 353M with a growth rate of 31% and Native to TL 101M.
Search Advertising revenues which consists of Keyword Based Advertising completed 2018 with TL 923M, where Classified & Directories rose to TL 113M. E-mail marketing ad revenues which had declined in previous years, continued to decline by 5% with nearly to TL5M. and, in-game advertising reached TL 17M.
While TL 1,4bn out of TL2,47bn was spent on mobile platforms, 79% of the social media ads (TL411M in total) took place on mobile platforms. Programmatic ad-spend hit TL 1,69bn and continued to increase in 2018.
Neslihan Olcay, IAB Turkey’s Chairwoman said, “According to e-marketer[1], in 2018 global ad spend will reach $628.6bn and digital will be the driving force of advertising industry with a share of 43,5%. In a relatively difficult economical period, Turkey succeeded to grow in double digits once more. We foresee that video ads which grew by 31% in 2018 will follow the same path in 2019 since Fair Usage Quota has been removed. As of next year, making a methodological improvement in AdEx study and providing more detailed information to the industry are within the plans.
In this context, I’d like to emphasize that new research projects will be among top priorities in addition to AdEx-TR. The Research Committee recently founded will conduct diversified research studies related to the market and will support the industry and foreign investors’ decision-making processes.
In 2019, we’ll also initiate new working groups, namely B2B and AdTech & MarTech. These are two major topics expected to grow. M2M (Machine to Machine) marketing will be another interesting topic in a couple of years. Moreover, even today Digital extends beyond the advertising, therefore Direct Brand Economy will also be in our agenda. And we will definitely keep the current projects by improving them.”
| 2018 million TL | 2017 million TL | Change | ||
| Total Digital Advertising Investments* | 2.470,56 | 2.162,55 | 14,2% | |
| Display Advertising Investments | 1412,75 | 1.227,75 | 15% | |
| Advertising based on Display/Click | 958,85 | 879,66 | 9% | |
| Video | 352,65 | 269,50 | 31% | |
| Native | 101,26 | 78,59 | 29% | |
| Search Advertising Investments | 923,25 | 814,49 | 13% | |
| Keyword based advertising | 923,25 | 814,49 | 13% | |
| Classified & Directories | 112,97 | 102,51 | 10% | |
| Others | 21,58 | 17,80 | 21% | |
| E-mail marketing | 4,98 | 5,13 | -3% | |
| In-game advertising | 16,61 | 12,67 | 31% | |
| Social media** | 410,99 | 340,29 | 21% | |
| Mobile** | 1391,54 | 1.093 | 27% | |
| Programmatic** | 1638,25 | 1.411 | 16% |
*Agency fees, production costs and direct buys are not involved.
**Social media, mobile and programmatic are included under Format based Digital Ad Investments and should not be added to total value
[1] May 2018
IAB Europe has taken note of the Advocate General’s opinion in Case C-673/17 Planet 49. As an organization that is actively helping the digital advertising industry in understanding and complying with EU privacy and data protection law, IAB Europe takes great interest in cases that clarify the obligations companies have under EU privacy and data protection rules.
While we are still reviewing the Advocate General’s opinion in its entirety, and keeping in mind that this is a non-binding opinion, its key aspects seem rather unsurprising. AG Szpunar confirms some requirements of EU privacy and data protection law that should be self-evident from an expert reading of the General Data Protection Regulation (GDPR) and ePrivacy Directive, and which IAB Europe has been advising its members of for several years.
The law unequivocally requires an affirmative action for a user to give consent, ruling out automatic consents, or consents “implied” from inaction. The law also unequivocally requires that users are informed of both the presence and the identity of any third parties who use cookies and/or process the personal data of users. There are many ambiguities in the law, this case was not about any of them.
IAB Europe’s expert understanding of the law -- which appears to be shared by the Advocate General -- has made us realize early on that GDPR compliance by the digital advertising industry cannot easily be achieved without close cooperation by all involved. This has driven us to develop the Transparency & Consent Framework (Framework) in order to provide a practical standard solution for the industry.
Any publisher, advertiser or technology company who was surprised by the Advocate General’s opinion should take this as a subtle hint to up their data protection game, and consider adopting the Framework with a view to achieving greater GDPR and ePrivacy Directive compliance.
On the 15th March, IAB Europe hosted its ‘Network Next’ Meeting to bring all National IABs together to discuss industry trends and share best practices across Europe. As part of the discussions, IAB Europe’s new Chief Economist, Dr Daniel Knapp, gave an update on the programmatic advertising marketplace (presentation available to download below). As part of Daniel’s new role, IAB Europe will be bringing members regular market insights and economic growth stats, to keep you better up to date on what’s happening within the ever-changing ecosystem!
To accompany the presentation, IAB Europe’s Business Programmes Manager, Marie-Clare Puffett, has provided some commentary around the trends including insights from the Programmatic Trading Committee.
Non-programmatic will be a Thing of the Past
As the stats show, programmatic will be the driving force behind all future digital advertising growth, with the ‘non-programmatic’ share being greatly reduced by 2023. The IAB Europe Programmatic Market Sizing Report highlighted that digital display ad spend is now programmatic first; 62% of European display ad spend was traded programmatically in 2017, whilst mobile was the ‘most programmatic’ format as more than 80% of mobile was traded programmatically.
Programmatic Video Dominates Growth
Programmatic video is clearly an opportunity and disrupter within the digital advertising market. Video advertising can be delivered via a variety of different channels and mechanisms from online video delivered on a desktop or mobile, through to programmatic linear TV – the opportunities are vast. As such, video is gaining its share of the programmatic pie and in 2017 a third of programmatic ad spend was in video.
The video opportunity is further backed up by the fact that the growth in connected devices is coming from smart TVs and Pay TV STBs as opposed to other devices such as smartphones. Indeed, connected TV advertising spend is expected to double in France, Germany, Italy, Spain and the UK by 2023. IAB Europe explored the key opportunities and challenges of connected TV advertising in a white paper and will continue to explore this trend in 2019. The paper touches upon measurement and creativity considerations and was written by members of IAB Europe’s Programmatic Trading Committee and Video Task Force including Adform, Carat, Freewheel, Publicis Media Group and SpotX.
Listen up, Audio is Growing
Another key growth area is audio advertising driven mainly by podcast and music streaming services and expected to become a €1bn market by 2023. However, this trend and growth is causing a shift-change in the advertising landscape. From streaming our favourite music to listening to the latest podcast digital audio is a key part of media consumption. In a new blog series, IAB Europe’s Programmatic Trading Committee will explore how the programmatic audio landscape is evolving across Europe, the key opportunities and challenges that it presents and what the future looks like, including how voice will also impact the advertising space.
Want to Delve into and Determine Trends? Join Us!
IAB Europe’s Programmatic Trading Committee’s objective is to increase understanding of the programmatic ecosystem and the impact it is having on digital advertising and influence industry initiatives to improve the ecosystem. As part of its annual work plan, the Committee develops and delivers a comprehensive pan-European programme of educational outputs. The key topics on its 2019 work plan include programmatic audio, DOOH, connected TV, 101 videos on how programmatic works. In addition, the committee delivers two key pieces of research each year; Attitudes to Programmatic Advertising, the industry benchmark survey to understand the current adoption, barriers, drivers and strategies and the European Programmatic Market Sizing report to understand the investment trends in the region. If you would like to get involved, please contact Marie-Clare Puffett (puffett@iabeurope.eu).
10 AM BST / 11 AM CEST - Wednesday, 17 April
IAB Europe's Education Committee member iubenda will be leading a discussion in our upcoming webinar GDPR One Year On. Lessons Learned. Join this webinar not only to get a better understanding of what GDPR is and what it entails for you, but also to take a look at some concrete compliance traps tied to the regulation.
Following a succinct breakdown of the key aspects of GDPR, we will then review five common GDPR pitfalls and solutions to them:
The webinar will conclude with a Q&A session, giving you the opportunity to have your most pressing questions answered by experts in the field.
Moderator and presenter:
Presenters:
