ExchangeWire is one of the leading digital publications for delivering global data and insight on Marketing Technology, Advertising Technology and Programmatic Advertising. Every year they host a series of flagship European events ‘ATS’ focused on the challenges and future trends in the programmatic advertising and marketing technology industry. IAB Europe has partnered with ExchangeWire to provide discounted ticket prices for members. See below for details of the upcoming ATS events in Paris, Madrid, London and Berlin.
ATS Paris
ATS Paris 2019 - Wednesday, April 3
Elysées Biarritz, 22-24 Rue Quentin-Bauchart, 75008 Paris, France
ATS Paris returns in 2019 on Wednesday, April 3 for another full day event focusing on challenges and future trends in the programmatic advertising and marketing technology industry.
Areas of discussion for the day are listed below:
ATS Paris remains the only programmatic advertising and marketing technology event in France, bringing a full range of key players across the industry together for debate and discussion.
ATS Madrid
ATS Madrid 2019 - Thursday, May 30
CaixaForum Madrid, Paseo del Prado 36, 28014, Madrid
ExchangeWire’s global conference series - ATS - is coming back to Madrid on May 30, 2019
ATS Madrid will be one of the only events focusing specifically on the programmatic advertising and marketing technology industry in Spain and Latin America. Supported by ExchangeWire’s global editorial perspective, ATS Madrid 2019 will focus on the technology and tools that underpin programmatic and data-driven advertising, current challenges facing the industry, and future trends and developments witnessed across global markets likely to impact Spain and Latin America.
ATS London
ATS London 2019 - Monday, September 9
BFI Southbank, South Block, Belvedere Rd, Lambeth, London, SE1 8XT
ATS London returns on Monday, September 9. Expect to see deep-dive, drilled down discussion, punctuated with ExchangeWire’s industry insights, to provide you with educational content and up to the minute debate and challenge on the issues that really matter.
ATS London 2019 will feature:
- Speakers from the most innovative and important companies in the automated and data-driven marketing and advertising industry, both big and small;
- ExchangeWire lead debate that will challenge your understanding of the industry, educate and entertain; and
- Presentation and discussion of the most important issues and challenges facing the industry today.
ATS London attracts an audience of more than 500 professionals across the global programmatic media industry, including C-level executives from agencies, advertisers, publishers, trading specialists, and technology providers – a must attend sell-out event every year.
ATS Berlin
ATS Berlin 2019 - Tuesday, November 5
ExchangeWire’s global conference series — ATS — will return to Berlin on November 5 2019. ATS Berlin will focus specifically on the programmatic advertising and marketing technology industry in Germany. Supported by ExchangeWire’s global editorial perspective, ATS Berlin 2019 will focus on the technology and tools that underpin programmatic and data-driven advertising, current challenges facing the industry, and future trends and developments witnessed across global markets. ATS Berlin 2018 attracted 200+ industry attendees.
by Maciej Sawa, CEO, OnAudience.com from CloudTechnologies Group
Programmatic advertising is growing rapidly all over the world and to stay effective it needs high-quality audience data. Spending on digital information is growing at a double-digit rate - OnAudience.com study reveals that it will hit $26 B globally this year. 78% of marketers declared that they will spend more on data in 2019 than the year before, according to an IAB Europe study, so data is an important part of today’s digital economy. What is the size of the global data market and on which markets advertisers spend the most?
Programmatic advertising lets marketers purchase digital ads automatically, by using dedicated technologies. It’s an effective model, so advertisers from all over the world are increasing programmatic budgets. European spending for automatically bought ads reached €12 B, according to an IAB Europe and IHS Markit study.[1] eMarketer estimates that by 2020, over 86% of US digital display ad dollars will transact programmatically.[2]
One of the key factors of the effectiveness of programmatic advertising is audience data. Last year marketers spent over $20 B on data (+32.4 YoY) and in 2019 the spending will exceed $26 B (+26.6% YoY), according to the Global Data Market Size report.[3]
The estimated spend includes a large amount of 3rd party data - digital information about customers’ behaviour, interests and purchase intentions that help advertisers target the right group and send them tailored messages. This type of data is also used for developing Business Intelligence tools and marketing automation software.
Therefore, it is crucial to use high-quality information in digital marketing because data has a direct impact on campaign effectiveness. But what does “high-quality” mean? It means that digital information is up to date and describes a real internet user. When marketers use poor-quality or non verified data, there is a risk that their ads won’t see the right group and ad budgets won’t be spent effectively.
The programmatic market is becoming increasingly hungry for data, which is the petrol that drives it. The aforementioned report about the value of digital information, clearly shows that demand for data is growing rapidly all over the world. Marketers in almost all of the 23 analysed countries will spend more on data than last year. Let’s take a closer look at the top Global and European programmatic markets to find the largest ones and point out the trends that are shaping the fast-growing data market.
The US is the world’s largest data market with an estimated value of $15.2 B in 2019, which is over 58% of global data market value. This year the second position will go to the Chinese data market, where marketers will spend $2.4 B on audience data.
Just ahead of UK is China. The UK has been on the 2nd spot for years, but China - the fastest growing among the world’s largest data markets (+95.5% YoY) - overtook it, and will hit $2.35 B in 2019 (+25.1% YoY).
Canada and France are closing the TOP 5 world’s largest data market list. Advertisers will spend for digital information over $768 M on the Canadian market, which is a growth of 30.6%. In France, marketers will spend nearly $470 M (+37.8% YoY).
Need for data is growing fast across Europe. This year marketers from all European countries will spend $4.2 B on data and which is nearly 30% more than a year before[4].
The largest market in Europe is the UK with an estimated value of $2.35 B. It grew by 25% in comparison to 2018. France took the second position - advertisers will spend nearly $470 M on data on this market in 2019 (+37.8% YoY). The fastest growing market among the TOP 5 is Germany. With the 44.4% growth rate, it took the third position among the largest data markets in Europe and will reach $265.6 M this year.
Denmark is fourth largest data market in Europe - marketers will spend over 137 M on data this year (+20.2% YoY). The list of TOP 5 European data markets closes with Italy. With very high growth-rate (+38.4% YoY), its value will exceed $88 M this year.
Spending for programmatic will grow across the world in the following years, so marketers will spend more on audience data too. According to a Zenith study, the global programmatic market will reach $84 B, which means that 65% of digital media will be bought programmatically.[5]
Marketers invest in programmatic ads because it’s a fast advertising model and - if the data is of high-quality - it brings great results. The introduction of GDPR that was widely discussed in the digital industry, didn’t change the trend of growing spending on programmatic and audience data.
A month after introducing the new privacy rules, expenditures for programmatic started to recover to pre-GDPR levels. To ensure that data market will develop in compliance with the new privacy rules, the digital industry carried out projects which help companies comply with GDPR. IAB Europe launched a joint initiative called Transparency & Consent Framework that brings together trusted digital entities to which publishers can give access to the information about users’ devices or enable processing their data for specific purposes. Another important publication for digital marketers is a white paper launched by IAB Europe last year, in which authors explain how to effectively use data for marketing purposes in the GDPR era[6].
Both programmatic and data markets are growing rapidly which shows estimates included in ‘Global Data Market Size 2017-2019’ report. The trend of using data to find the right customers and know their needs is stable and has an international reach because the effectiveness of digital ads depends on tailored messages to users who will be interested in relevant displayed ads.
[1] IAB Europe & IHS Markit, European Programmatic Market Sizing 2017
[2] eMarketer, US Programmatic Ad Spending Forecast Update 2018
[3] OnAudience.com, Global Data Market Size 2017-2019
[4] OnAudience.com, Global Data Market Size 2017-2019
[5] Zenithmedia.com, 65% of digital media to be programmatic in 2019
[6] IAB Europe, Using Data Effectively in Programmatic
The countdown is on to this year’s MIXX Awards Europe and the IAB Europe Research Awards, which will be taking place at Interact 2019 in Warsaw, Poland, on the 4-5 June.Europe’s greatest digital ad campaigns and research projects are invited to enter IAB Europe’s 2019 awards. The annual award competitions showcase the very best of digital advertising across Europe. Past winners have included Akbank, MediaCom, Havas, Initiative Russia, OMD, comScore, BBC Global News and Mediametrie.
We are pleased to announce the team of Jury members who will be judging the MIXX Awards Europe and IAB Europe Research Awards entries.
The MIXX Awards will be chaired by Anna Lubowska, a Independent business consultant, supervisory boards member in Poland. The MIXX Awards Europe recognise and celebrate the best digital advertising campaigns in Europe. All European campaigns that have won a digital award in a national or international award competition are invited to participate.
Anna Lubowska said: “The division of marketing communication into "digital" and "traditional" is in no longer relevant. As digital advertising is now a more integral part of marketing budgets, higher standards, both in terms of transparency and effectiveness, are expected. The MIXX Awards Europe showcases the latest and greatest digital campaign creativity and innovation from across the region. The jury will be looking for high quality campaigns that meet the expectations of the industry. With 13 categories, the competition provides advertising practitioners with the opportunity to gain recognition for their work as well as inspire the community. I look forward to working with the 2019 Jury to review all of the great work and award the winners in Warsaw on 4-5 June.”
Joining Anna on the MIXX Awards Jury, is; Anna Gruszka, Chief Digital Officer at IPG Mediabrands; Stephanie Matthews, Campaign Manager for Virgin; Daniel Bischoff, Chief Marketing & Operations Officer at RTL; Ash Grant, Head of Biddable Media at Experian and Peter Drake, Executive Creative Director at Digitas.
The Research Awards will be chaired by Rene Lamsfuss, Chief Analytics Officer at Publicis Media DACH. The IAB Europe Research Awards recognise and showcase great European digital research projects and the contribution they have made to the development of the digital advertising industry.
Joining Rene on the Research Awards Jury, are leading researchers from across the European digital advertising market including; Pawel Kolenda, Research Director at IAB Poland and Vice-Chair, IAB Europe Research Committee; Louise Twycross-Lewis, Head of Quant Research at Wavemaker, Anita Caras, Research Director at Verizon Media and Scott Joslin, SVP Data Strategy – International at Turner.
Due to popular demand, the final deadline to enter both competitions has been extended to Friday 22 March.
All winners will be announced at IAB Europe’s flagship conference, Interact 2019. Over 600 Industry leaders from across Europe’s digital advertising ecosystem, from advertisers to publishers, agencies to technology companies, are expected to attend the Interact 2019 event. This year the event is being held on 4-5 June in Warsaw, Poland.
“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 and celebrating the winners of The MIXX Awards Europe and IAB Europe Research Awards”. Townsend Feehan, CEO, IAB Europe.
Notes to editors
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.
Media contact:
Marie-Clare Puffett, Business Programmes Manager, IAB Europe – puffett@iabeurope.eu
IAB Europe has appointed Dr. Daniel Knapp as its first Chief Economist. As the leading European-level industry association for the digital advertising ecosystem, IAB Europe created this new role to strengthen its market analysis and economic research offering for its corporate members and network of National IABs.
Daniel joins IAB Europe with more than 15 years of international experience in advertising research and forecasting. Most recently he was Executive Director for Advertising Research at global information company, IHS Markit. Daniel’s research areas span all domains of digital advertising, with emphasis in video, programmatic, platform economics, the business application of AI/ML technologies, agency transformation, and buy- and sell-side optimization. His academic interest focusses on the sociology of algorithms and the datafication of media Outside of his role with IAB Europe, Daniel will continue building a company which offers data science solutions for digital advertising and media.
On joining IAB Europe, Daniel said “The digital advertising industry is one of the fastest growing and evolving sectors I’ve worked with. From new policies and regulations, to emerging channels and industry challenges, there has rarely been so much scrutiny or success applicable to one industry. I’m excited to be a part of IAB Europe’s new academic division, as they ramp up their research and insight expertise to members and industry stakeholders. It’s crucial, that as the voice of digital advertising across Europe, IAB Europe continues to lead on identifying and sharing the latest trends and insights to innovative and sustain this sector. “
Daniel brings the perfect blend of commercial and academic knowledge to IAB Europe’s new economic and market analysis focus. Daniel will be responsible for developing and managing a network of academics to soundboard and scrutinise IAB Europe’s industry research and thought leadership programmes. Daniel will also support IAB Europe’s Business Programmes team and the Research Committee with their annual benchmarking and pan-European studies and surveys.
Townsend Feehan, IAB Europe CEO said “IAB Europe’s new academic focus has been developed to provide outside perspectives on the opportunities and challenges within the European media landscape. Combined with our own member policy, technological and business insights, it will help shape and align our overall strategic focus and subsequent industry outputs. We want to collaborate with the smartest minds in Europe to be the most relevant information source for our members and stakeholders. After seeing Daniel’s outstanding contribution to research, it’s great to have him as a permanent part of the team, to truly augment our offerings to the digital advertising landscape.”
IAB Europe’s announcement of Daniel joining the team, follows on from the recent appointments of Patrick Verdon, as Technical Director and Helen Mussard, as Marketing & Business Strategy Director as it continues its mission to enable digital advertising to support media plurality and Europe’s digital economy, shape the regulatory environment and help companies process user data legally with the Transparency & Consent Framework (TCF).
We’re very excited to announce that IAB Europe’s flagship annual conference ‘Interact’ has just been accredited by DIMAQ. All participating certificate holders will now receive recertification points. Those attending the conference will be awarded 20 points and all speakers will receive 40 points.
DIMAQ is an international programme of standardization and verification of digital marketing competence. Established in Poland, it is now available in 8 European countries: Poland, Slovenia, Slovakia, Greece, Serbia, Bosnia and Herzegovina, Montenegro and Cyprus.
The certificate allows participants to achieve the level of knowledge and competence required by digital marketing specialists. It also serves as a tool to compare and evaluate the said knowledge and skills. The programme’s methodology was developed by experts appointed by IAB Poland, under supervision of IAB Poland's Industry Skills Council.
To collect your points for the Interact conference, simply enter your DIMAQ registration number when registering for the conference here. The DIMAQ team will then take care of the rest!
IAB Europe Virtual Programmatic Day Agenda H1 2019The Virtual Programmatic Day brings together industry experts and thought-leaders to explore the latest trends, drivers and barriers impacting programmatic trading in Europe. It’s one of the largest virtual events in the programmatic world, with global leaders and experts dialling in to discuss and debate the hottest topics!
Key topics to be discussed include; the Development of Programmatic Audio Advertising in Europe; using Programmatic to power Creative Advertising and IAB Europe's Transparency and Consent Framework 2.0.
Check out the recordings of previous versions here.
Lucia Mastromauro - VP Global Agency Development, Adform
Lucia Mastromauro joined Adform as Vice President of Global Agencies.
She arrived from her position as MD Advertising at video game developer King, prior to which she had extensive experience as Head of Sales, Account Management and Network Agencies at Google's DoubleClick, and was the Interactive Marketing Manager at eBay.
Thomas Adhumeau - Senior Associate General Counsel, Commercial & Privacy, AppNexus a Xandr Company
Thomas moved to London from Paris three years ago to become AppNexus’ first Europe based lawyer and has been supporting the company’s GDPR implementation efforts since then, as well as working with IAB Europe on the Transparency and Consent Framework.
David Goddard - Vice President, Global Programmatic Strategy, BBC Global News
David is the Vice President, Global Programmatic Strategy at BBC Global News and is responsible for the strategy and development of global programmatic advertising across the portfolio of BBC properties represented by Global News Limited
Prior to the BBC David was responsible for Programmatic Trading at Gumtree, Ebay inc, at the infancy of programmatic trading in the UK, setting up the Programmatic Direct offering in 2011.
David is also a Member for IAB Europe's Programmatic Trading Committee. IAB Europe's Programmatic Trading Committee aim to help Publishers, Agencies and Advertisers increase their understanding of the programmatic ecosystem and the impact it is having on digital advertising. The Committee will deliver a comprehensive pan-European programme of educational activities.
Lindsay Rowntree - Head of Content, ExchangeWire
Lindsay Rowntree is head of content at ExchangeWire, where her responsibilities include curating and developing content around emerging models and technology within programmatic, ad tech and martech, as well as growing the depth of content and reach of ExchangeWire’s global audience. Lindsay is also head of content for ExchangeWire’s sister publications; DTC Daily and TheGamingEconomy.
Having joined ExchangeWire in January 2016, she previously held the role of director of search, UK at Starcom MediaVest Group, where she spent six years, providing her with extensive experience in digital advertising, performance marketing, data, technology, client servicing and media planning/buying.
Julie Selman - Senior Director and Head of Demand Strategy, FreeWheel, a Comcast company
With more than 15 years experience in digital media and technology sales, Julie is well positioned to provide detailed insight to continue FreeWheel Markets’ efforts in empowering all segments of the new TV ecosystem. Her extensive career and ability to speak multiple European languages have enhanced Julie’s expertise to coordinate strategic alignment within the company, identify strategies to drive growth and deliver strong results for clients.
Prior to FreeWheel’s acquisition of the company in 2017, Julie served as Vice President EMEA Demand Sales, at StickyADS.tv. She has also worked as Head of Sales Italy for Vibrant Media and Country Manager UK for Qualifio and spearheaded demand sales at Taboola when it first opened offices in the UK. She has a BSc from the University of Amsterdam, an MSc from the London School of Economics, and an MBA from SDA Bocconi in Milan.
Townsend Feehan - CEO, IAB Europe
Townsend Feehan is CEO of IAB Europe. Prior to joining IAB Europe, Townsend worked for Microsoft Legal & Corporate Affairs in Brussels and ran EU industry associations in the ICT, consumer electronics and biotechnology sectors. She previously represented Microsoft on IAB Europe’s Board. Townsend has an M. Phil. in European policy from the University of Edinburgh.
Clementina Piaza - Programmatic Director EMEA, Integral Ad Science
Clementina Piazza is Programmatic Director for EMEA at Integral Ad Science. Her focus is to support and develop IAS programmatic offering for the region. Clementina comes to IAS having previously worked on the DSP side, the latest being Amazon Advertising Platform, working both across the UK and EMEA.
Liam Brennan - Global Director of Innovation, MediaCom
In his role at MediaCom, he is helping develop business & digital transformation agendas with some of MediaCom’s largest clients through the use data, technology and start-ups.
More recently, Liam has been developing and co-leading the global growth of the MediaCom BLINK offering – a new strategic initiative designed to help clients harness the marketing innovation opportunity technology offers. Over the past two years, the BLINK team has showcased over 200 tech companies and start-ups to MediaCom clients and worked on over 50 live projects.
Liam has previously led the digital strategy for brands such as The Coca-Cola Company, Adidas Group, ASOS, Red Bull and Airbnb.
Danielle Darko - Global Programmatic Associate Director, MediaCom
Danielle Darko is the Global Programmatic Associate Director for Shell at MediaCom. Prior to this, she was the Programmatic lead for GSK. In previous roles, Danielle has worked across PPC, social and programmatic – building strategies and executions to streamline globally in order to meet client expectations and beyond. She is proficient in a wide range of digital sectors and products. She is committed to improving transparency concerns in the industry and making programmatic easily accessible to marketers to better understand the value in the channel and the overarching digital landscape.
Stefan Hanloser - Vice-President, Data Protection Law, ProSiebenSat.1 Media SE.
Dr Stefan Hanloser is Vice-President, Data Protection Law at ProSiebenSat.1 Media SE. Operating out of the company’s headquarter in Munich, Stefan oversees ProSiebenSat.1’s group-wide privacy legal program. Prior to joining ProSiebenSat.1, Stefan worked as Global Corporate Privacy Officer at Allianz Asset Management AG, the financial services holding of Allianz Group. Stefan has a background as an information technology lawyer with two international law firms in Munich, New York, and Washington, D.C.
Lisa Kalyuzhny - Senior Director, Advertising Solutions, PubMatic
Lisa is a business development and digital sales professional with international experience in ad tech and media. At PubMatic, she is responsible for driving the company’s key relationships with buy-side businesses, particularly agencies, trading desks, Demand Side Platforms and direct brands. Originally working for PubMatic in New York, she relocated to London two years ago to develop demand partnerships in the UK.
Prior to PubMatic she worked at IPG Mediabrands, managing digital media partnerships as well as agency relationships with the buying and planning teams nationally. She also spent over five years at Triton Media managing media clients domestically and internationally.
Lisa is also an active member of IAB Europe's Programmatic Trading Committee.
Valérie Latronche - Managing Director of France and Belgium, Rubicon Project
Liv Eckhoff - Head of Ad Products, Schibsted Norway
Liv is head of Ad Products at Schibsted Norway. Her team is responsible for the company’s digital advertising portfolio and prices. This includes display, video and native advertising, as well as data targeting products, in both direct and programmatic sales channels.
She has been with Schibsted for four years. She came in as a Business Developer in the advertising department in Aftenposten, one of the largest publishers in Schibsted Norway’s portfolio, before she moved on to Schibsted Marketing Services, the central unit that develops and operates the digital ad portfolio. Among her responsibilities before she became head of the team, was native advertising and data targeting products.
Prior to joining Schibsted, Liv worked as a Management Consultant in EY for five years.
Edward Wale - Managing Director, UK and Spain, SpotX
Edward Wale is Managing Director, UK and Spain at SpotX, the leading video advertising platform unifying TV and digital video globally. In his current role, Wale manages a number of multinational teams responsible for working with SpotX’s demand partners and supply-side customers in the UK, Spain and emerging markets including Central and Eastern Europe. He joined SpotX in 2016 as Director of Platform Services and was promoted to Managing Director in September 2018.
Wale has eight years of digital advertising experience from companies including Videology and BrightRoll – which was acquired by Yahoo! in October 2014. He joined Videology in 2014 where he managed and developed publishers’ advertising strategy and prior to that, he worked with agencies, trading desks and independent platform clients at BrightRoll.
Andrew Buckman - COO, Global, Sublime
Andrew joined the leading solution for high-impact non-intrusive digital advertising, Sublime in May 2017 with 20 years’ experience in international internet environments and expertise in ad tech, search, start-up creations, and turnaround management in e-commerce and digital advertising.
He joined Sublime as the EMEA Managing Director and became Global Chief Operations Officer in April 2019, adding APAC and the Americas to his remit. In his role as COO
at Sublime, Andrew is instrumental in meeting growing global demand, forming strategic partnerships and promoting the adoption of new high-impact and nonintrusive ad solutions and technologies. One of his main missions is to drive future developments in key European markets such as Spain, Italy, Germany as well as in APAC and the Americas.
Amy China Wire - Head of Teads Studio UK, Teads
I joined Teads as part of the 2016 acquisition of Brainient.
I currently head up the UK Teads Studio operation and lead a talented team of creative strategists & designers.
As a studio, we are tasked with providing our clients with a range of creative solutions to ensure the best possible performance across a Teads media buy.
Hilary Umeh - Director of Business Development, The Trade Desk
Hilary is currently Director of Business Development at The Trade Desk, where he works collectively with client services and trading teams to cultivate accounts, build relationships with senior leadership teams client-side, and identify strategic upselling opportunities. Hilary also oversees the laydown of client roadmaps based on individual client needs, working closely with product, marketing and revenue teams to constantly optimise efforts in line with company goals.
Simon Halstead - Sr Director, Exchanges and Supply EMEA, Oath Ad Platforms, EMEA, Verizon Media. Chair of the Programmatic Trading Committee, IAB Europe
Simon is Chair of IAB Europe's Programmatic Trading Committee, and has been involved in the programmatic industry since 2011. In his role as Head of
Open Demand for Verizon Media, Simon leads sales efforts to Advertisers, Agencies and Independent buyers and technology partners working with Oath Programmatic Exchanges, working with teams in regional and in major EMEA markets.
Prior to Verizon Media, Simon worked at Microsoft and a number of Media buying agencies and Sales Houses.
Artur Semionov - Head of Client Solutions, EMEA, Xaxis
Artur joined Xaxis UK in 2015 to lead a team responsible for brand activations. His team ran one of the first few programmatic audio campaigns for Xaxis which set a foundation for further product development. After moving to Xaxis EMEA, Client Solution department in 2017, he took a responsibility for driving and testing new innovative solutions with local markets. For the last couple of years Artur has been heavily involved in programmatic audio roll-out in EMEA region.
by Martin O’Boyle, Managing Director of Partnerships PMX, Publicis Media
Over the last 10 years, the narrative has consistently pitched TV against digital, suggesting that one is better than the other. However, the reality is that consumers don’t look at it this way. They are simply looking for the best quality content to watch at their convenience, and they want to watch it on the best screen available.
The numbers back this up. Sales of TVs globally continue to be strong with consumers investing in bigger, better screens for their living room – GFK estimates sales of 4K UHD TVs have increased nearly ten-fold from 2014 to 2018.
TV viewing is still healthy. In 2018, the England v Croatia Football World Cup semi-final on ITV averaged 24.3 million viewers. This was higher than any England game since World Cup 90. If you take into account the 4.3 million people who viewed the game via the ITV Hub, the number actually exceeds the peak viewing figures of the World Cup 90.
However, the reality is that consumers are now taking a far more ‘on demand’ approach to TV and video content consumption, watching content across many different screens and not necessarily during the initial TV broadcast.
From an advertising point of view, the lines are a little more distinct. Traditionally, TV has been seen as the home of quality content which has been a distinct advantage for TV broadcasters, but now many of the platforms that this content is consumed on is delivered using digital technology. That could be an application on your connected TV or personal device, or a streaming device or set top box plugged into your TV. This means that traditional TV broadcasters are now having to play in both the TV and digital arenas. Similarly, the growth in internet enabled TVs means that we are now seeing traditionally digital players hosted on both TV screens and other digital devices.
The challenge here is for TV broadcasters to keep apace by enabling capabilities in TV and video that advertisers take for granted in digital, such as only showing ads to the relevant audience rather than to whoever happens to watch TV at that point, regardless of whether they are the target audience or not. Progress in this area has been slow to date and this has given digital publishers more space to play in this area.
This convergence of TV content and digital capability is creating an increasingly complex market for advertisers. While we are able to buy ads targeting broad, indistinct audiences in the TV broadcast feed, digital publishers give us the opportunity to buy ads in TV and video content with far greater targeting, only showing ads to those who we intend to see them, in an automated way. Complexity occurs because there is a lack of consistent data allowing agencies and advertisers to evaluate the differing targeting, content and platforms for delivery to see how they complement each other in order to drive KPIs.
There are initiatives to fill these data gaps such as BARB’s Project Dovetail in the UK, Mediametrie’s 4 screen TV/Video measurement in France, and the Dutch SKO initiative – all promising moves, however they are all currently focused on TV broadcasters, and so not yet the solution to evaluate an overall campaign across the TV screen, let alone video across all screens. There is an opportunity for technology and data companies to lead in this area.
In spite of the gaps and complexity, it is no longer sufficient to limit video campaigns to the traditional TV spot advertising – we can no longer reach everyone that way. We need to use both TV broadcasters and digital publishers and use each platform to reach our consumer when they are in different mindsets; from predominantly passive, laid-back viewing on TV spots; to the more lean-forward viewing in on-demand, digital, environments.
To maximise effectiveness of these campaigns today, agencies need to navigate this increasingly complex world and provide solutions which deliver greater effectiveness across all aspects of TV and video. Broad, indistinct targeting and incomplete or inaccurate measurement should not be the best that can be offered. We have a joint responsibility in the marketplace to drive this; we can do this through strategic and progressive partnerships, and by developing models that bring together the capabilities of digital activation with the great TV content out there.
The norms of yesterday and today will not be tomorrow’s reality. The landscape is shifting rapidly and the pressure is on established players to move more quickly or be marginalised. They have to adapt to the realities of the dynamic market of today. Consumers have spoken and they want great content, whenever and wherever they want, on the best screen possible. There is an opportunity to offer advertisers access to the best TV content with the best digital targeting capabilities – the best of both worlds.
Those who get left behind will only have themselves to blame.
IAB Europe’s Connected TV White Paper provides an overview of the status, key opportunities and challenges in connected TV advertising in Europe.
We are pleased to announce the Jury members for the MIXX Awards Europe 2019, who will be judging the talented digital advertising campaigns that are entered into the MIXX Awards, before the extended deadline of Friday 22 March.
Anna Lubowska, an independent business consultant, supervisory boards member, will Chair the Jury and will be joined by Anna Gruszka, Chief Digital Officer at IPG Mediabrands; Stephanie Matthews, Campaign Manager for Virgin; Daniel Bischoff, Chief Marketing & Operations Officer at RTL; Ash Grant, Head of Biddable Media at Experian and Peter Drake, Executive Creative Director at Digitas. The profiles of the jury members can be found below.
The MIXX Awards Europe are an opportunity to gain industry recognition for your European campaigns and to educate the marketplace about what works and why in digital marketing, as well as inspire the industry by highlighting new ideas and future trends.
To enter the MIXX Awards Europe 2019, please click here.
Jury Member Profiles
Chair of the Jury: Anna Lubowska - Freelance Consultant
In 1992 entered the advertising world as a Media Director at BBDO. Next led the media department at JWT/Parintex. In 1998 became Managing Director of newly-formed The Media Edge, which, after the merger with CIA, went on to become Mediaedge:cia and MEC. Under her management, MEC Poland racketed up the rankings and significantly expanded its offer. In 2006 promoted to Chief Executive Officer, Central Eastern Europe and 4 years later to Chairman, CEE, Russia and CIS. In 2018 hold the position of CEO of GroupM Poland, the largest media investment group controlling nearly 40 perc. share in the market.
Since the beginning of 2019 Anna works as a freelance consultant.
Apart from her business duties she has always been active in the initiatives serving the whole advertising community i.e. in the role of the President of the Board of SAR Marketing Communication Association between 2009 – 2011 and as a jury member at various contests including Effie, Cannes, Media Trendy, Golden Hammer, Golden Drums, Cristal Awards and European MIXX Awards.
In Media and Marketing January edition Anna was praised as one of 25 legends of Polish media, marketing and advertising industry .
Anna Gruszka - Chief Digital Officer of IPG Mediabrands, CEO of Reprise
Anna is responsible for managing the team of experts, developing digital structures and expanding the holding portfolio as a Chief Digital Officer of IPG Mediabrands Poland, CEO of the interactive agency Reprise, member of the management board of Universal McCann and MAGNA Poland and Supervisory Board of IAB Poland. Formerly Managing & Strategy Director of Codemedia and Digital Manager at HAVAS, where in 2008 she was responsible for the opening and training of digital agencies in CEE. For several years she has been persuading to skilfully use interactive media related to changing consumer habits. In January 2019 she was chosen as one of the Top Thinkers by Screenlovers service.
A graduate of the Warsaw University and Polish Academy of Sciences with a certificate of creating social expertises. With commitment educates the marketing industry as a speaker among others: IAB Forum, Mobile Trends, VideoWars, Internet Standard and Congress of Online Marketing. Anna was a president of the jury in Young Cannes Lions, MIXX Awards and Golden Arrow. She walks fast, speaks fast and makes decisions quickly.
Stephanie Matthews - Campaign Manager for Virgin
As Campaign Manager for Virgin, Stephanie brings the global masterbrand strategy to life through channel and brand activations. A strong masterbrand underpins the commercial success of the 60+ Virgin companies in the portfolio. Prior to this she was at ITV as Commercial Audiences Manager, supporting the broadcast and digital teams with advertiser insights, around shows including Love Island and Corrie. Here she led the award winning ITV Second Screen, an insight piece uncovering the motivations and commercial benefits behind companion programme app and TV viewing behaviours.
Her career has spanned both marketing communications and research within the UK and Australia, for a variety of industries including media at Channel 4 and News Corp, and travel, insurance and finance at the RAC.
Stephanie supports equality for all in the workplace, and is an active member of a number of industry organisations including President at women’s network Bloom UK, Stonewall’s School Role Model programme and the Media Trust mentoring programme. She’s a recent 2018 winner of WACL’s Future Leader Award.
Daniel Bischoff - Chief Marketing & Operations Officer at RTL
As Chief Marketing & Operations Officer, Daniel Bischoff oversees all relevant marketing and operations functions at RTL AdConnect, including strategy development, cross country total video research as well as pan-European digital and TV planning & implementation, development of scalable inventory products, and identification of new business and all sales support. Prior to joining RTL AdConnect in 2016, Daniel was head of strategic Marketing at IP Deutschland after joining from a 4,5 year stay at MediaCom Germany where he held various positions, including Managing Partner.
Daniel Bischoff is 38 years old, married with three children. He studied Theater, Film and Media Sciences as well as Philosophy in Frankfurt, Brussels and Berlin.
Peter Drake - Executive Creative Director of Digitas UK
Peter Drake is the Executive Creative Director of Digitas UK, leading Connected Communications for the agency, developing powerful and award-winning work for clients such as Kellogg’s, Honda and American Express.
Peter is also an expert in content and branding which stems from his previous BAFTA winning experience in broadcasting and content creation.
Peter is a relentless explorer of finding new ways to bring brands to life – his unique perspective combines exploring new tech and digital innovations with the craft of timeless storytelling,
Peter is regular judge for BAFTA Film, TV and Games awards, as well as Campaign Big Awards and the IAB MIXX Awards.
Ash Grant - Head of Biddable Media at Experian
Ash Grant is a programmatic media specialist, currently leading biddable at Experian marketing services.
Before joining Experian, Ash spent 8 years working within digital marketing and activation roles across the financial services sector, ranging from industry leading spreadbetting and investment services provider IG to retail banking at HSBC UK.
In his spare time, Ash enjoys art, travelling and is currently training for his first powerlifting competition.
Christina Keller - Director of Creative Shop, Central Europe at Facebook
Christina Keller leads the ‚Creative Shop’ for Facebook and Instagram across the Central European Region. Together with a team of art directors, copywriters and planners, she supports agencies and clients to come up with innovative and efficient mobile first ideas.
Christina studied Marketing Communication at the University of Arts in Berlin. She started her career at McCann Erickson - hoping to become a fabulous copywriter. Over time she discovered that her real vocation lies in strategic planning. She is passionate about digging for data and human insights and about translating this into inspiring campaigns, that really matter to people.
She worked as a strategic planner for Jung von Matt, TBWA, DDB over many years before changing on client side and initiating the employer branding campaign for Deutsche Bahn in 2012. She works for Facebook since August 2015 - and loves paper books, traveling, spending time with her Algerian godchild.
IAB Europe is looking for entries from talented and hard-working teams that have created some of the best digital advertising campaigns that are deserving of the European-recognised awards for its MIXX Awards Europe competition.
All winners will be announced at IAB Europe’s flagship conference, Interact 2019. Over 600 Industry leaders from across Europe’s digital advertising ecosystem, from advertisers to publishers, agencies to technology companies, are expected to attend the Interact 2019 event. This year the event is being held on 4-5 June in Warsaw, Poland. Tickets are now open for registration here.
We are pleased to announce the Jury members for the IAB Europe Research Awards 2019, who will be judging the winning digital research projects that are entered into the Research Awards, before the extended deadline of Friday 22 March.
Rene Lamsfuss, Chief Research Officer at Publicis Media Germany will Chair the Jury and he will be joined by Pawel Kolenda, Research Director at IAB Poland and Vice-Chair, IAB Europe Research Committee; Louise Twycross-Lewis, Head of Quant Research at Wavemaker, Anita Caras, Research Director at Verizon Media and Scott Joslin, SVP - Data Strategy at Turner. The profiles of the Jury members can be found below.
The IAB Europe Research Awards are an opportunity to gain industry recognition for your digital research projects and to show the contribution they have made to the development of the digital advertising industry.
To Enter the IAB Europe Research Awards, please click here.
Jury Member Profiles
Chair of the Jury: Rene Lamsfuss - Chief Analytics Officer of Publicis Media DACH
Rene is Chief Analytics Officer of Publicis Media DACH and Analytics & Research Lead for EMEA with close to 20 years of experience in advanced analytics, market & media research, data governance and data strategy.
Rene is leading within Publicis Media DACH the Media Analytics & Insights, Data Strategy and Advanced Analytics team since 2014 and is also responsible for Analytics & Research within EMEA. He has a data and analytics DNA, focusing on deep understanding of consumer behavior and their customer journey, the ROI of media investments as well as supporting the activation by personalisation@scale. Rene is the patron of the AI Masters Conference, one of the important conferences with regards to artificial intelligence in Germany.
Before he joined Publicis Media, Rene worked for Lycos, United Internet, NFO Infratest and Nielsen. At Nielsen he worked close to 7 years, leading Digital Product and Methodology within EMEA and later on responsible for Market Governance and Data Strategy in Europe. Within this role he was working for Nielsen in Brussels and supported European Commission, European Parliament, AMCHAM EU, ESOMAR and IAB Europe with data and insights into the media and research activities as well as with regards to data and market governance.
He is member of the Brand Advertising Committee within the IAB Europe, board member of the German Online Joint Industry Committee AGOF, member of the FOMA board (online media agency organization) and an active member of ESOMAR (world market research organisation).
Pawel Kolenda - Research Director of IAB Poland, Vice-Chair of the IAB Europe Research Committee
Pawel provides research solutions and marketing tools for the digital communication industry. His areas of expertise are ad spend, ad effectiveness and consumer behaviours. He is the leader of the Research Working Group and non-corporate leader of the IAB/PwC AdEx Task Force at IAB Poland, Vice-Chair of the Research Committee at IAB Europe, author of several publications and speaker at many conferences covering the online industry. Philosopher. He started his market research career over 20 years ago. His major area of interest is quantitative research. He has worked on more than 500 projects, mostly in Telecom, Finance, Media and FMCG sectors.
The above mentioned include consulting, forecasting, insights and recommendations on brand launch and re-launch, crisis brand management and others. He worked for BASES Nielsen, MillwardBrown and local agencies. He entered into the online industry in 2008 joining team in research platform start-up with Grupa IQS research agency and Higher School of Social Psychology (SWPS). In 2010 he started working for IAB Poland.
Louise Twycross-Lewis - Head of Quant Research at Wavemaker
Louise has over 19 years’ experience in media research, having held positions at Granada, Mirror Group Newspapers, IPC Media, MEC and Wavemaker.
She has led key projects including award-winning work on IPC’s Origin Panel, MEC’s research on personalised product placement (Project Slipstream), and WM Momentum; Wavemaker’s proprietary framework for generating purchase journey insight.
As Head of Research of Wavemaker UK's Audience Science team, Louise works across a range of new business and client projects including research for Beiersdorf, the Metropolitan Police Service, National Counter Terrorism Policing, BMW/MINI, the RAF and Royal Navy.
In her current role, Louise is responsible for providing quantitative and qualitative research solutions and her team use and champion the use of digital, search, social and research data to generate insights to better understand consumers and their purchase decision-making. The Audience Science team recently won the Mediatel Media Agency Team of the Year Award.
Louise’s industry commitments include participation in Bloom, the IAB and the Media Research Group. She also heads up WM Roots which champions cultural and ethnic diversity at Wavemaker and within the wider industry.
Anita Caras - Insights Director at Verizon Media
Anita Caras is responsible for leading a team of high performing insight professionals across the Globe. Under her direction, the team are responsible for delivering consumer insights and data assets that generate demand, support non-US revenue commitments and help build Verizon Media brand equity in the digital advertising space.
Passionate about brands and the possibilities that digital media offers, Anita is focused on driving understanding of digital media and the opportunities it creates via data driven dashboards and thought leadership pieces, which are distributed both internally and externally to agencies, advertisers and journalists Worldwide. She is also a strong advocate for inclusion and diversity in the media technology and marketing space; and is the company’s EMEA lead for the Womens Inclusion Network (WIN).
Anita’s 25 years of media research experience have been drawn from roles both media owner and agency side. Before joining Verizon Media, Anita held roles at: AOL, Microsoft, ITV, MTV and ZenithOptimedia both in Australia and in the UK. Prior to this, Anita taught media production and journalistic skills to college children in Long Island, USA.
Scott Joslin - SVP - Data Strategy at Turner
Bringing over 20 years of experience in Analytics, Research, Marketing and Sales Leadership, Scott is responsible for the oversight, direction, and management of Turner International’s data strategy, data technology strategy, and data platform management for all its divisions. His team manage data as a strategic asset to drive revenue, increase yield on advertising inventory, and enable more targeted and efficient consumer marketing and commerce opportunities.
Before joining Turner, Scott was the commercial and operations head at Arrivalist - a location-change attribution analytics start-up, based in New York.
Previous roles saw him responsible for overseeing the International advertising effectiveness efforts at comScore, and before that, his roles in research and Business Intelligence at AOL included the completion of the world’s most extensive enterprise web analytics implementation at the time.
Scott earned his B.A., Bilingual, in Political Science from Glendon College, the internationally oriented bilingual campus of York University in Toronto. He has much love for great food, a story well told, music played loud, and boisterous laughter with family and friends.
IAB Europe is looking for entries from talented and hard-working teams that have created some of the best digital research projects that are deserving of pan-European recognition awards for its IAB Europe Research Awards competition.
All winners will be announced at IAB Europe’s flagship conference, Interact 2019. Over 600 Industry leaders from across Europe’s digital advertising ecosystem, from advertisers to publishers, agencies to technology companies, are expected to attend the Interact 2019 event. This year the event is being held on 4-5 June in Warsaw, Poland. Tickets are now open for registration here.
At the end of last year, IAB Europe announced to members of the Transparency & Consent Framework (TCF) that a CMP Validator was being created. The Validator allows any CMP to be manually checked for a number of common compliance issues, where a CMP implementation does not adhere to the TCF technical specifications and/or TCF policies. In providing a full analysis of a CMP instance running on a site, the Validator will also play a key role in surfacing compliance issues that cannot be checked automatically, where human intervention is required – for example when the CMP user interface does not comply with TCF policies. Any CMP found not complying will be contacted by IAB Europe and advised what action they need to take. This is proving an invaluable support for CMP implementation. If a CMP is unable to take the necessary action in a given timeframe and remains non-compliant then they would be suspended from the Framework. An early version of the CMP Validator was released on February 1st to a small group of beta testers.
The CMP Validator has been built as a Chrome browser extension, which enables the tool to be run on any site, allowing it to analyse live CMP installations. The analysis presents information related to the implementation of the TCF technical specification, including data returned from the CMP API as well as the contents of the consent string. Going forward the tool will incorporate automated compliance checks, which we look forward to releasing to our community of CMPs in the coming weeks. The TCF was designed to help the digital advertising ecosystem comply to GDPR. This new CMP Validator further demonstrates the commitment that IAB Europe is making to help ensure the TCF’s sustainability.
IAB Europe, the leading European-level industry association for the online advertising ecosystem, announced today the appointments of Patrick Verdon as Technical Director and Helen Mussard as Marketing & Business Strategy Director. In these newly-created roles, Verdon and Mussard join the organisation as it continues its mission to enable digital advertising to support media plurality and Europe’s digital economy, to shape the regulatory environment and to help companies process user data legally with the Transparency & Consent Framework (TCF).
Verdon brings more than two decades of senior technical experience to his role as the first Technical Director for IAB Europe. In his new role, one of his principal tasks is supporting the TCF technical updates that will provide a more complete accommodation of the “legitimate interests” legal basis for data processing. Plans are also in place for a new set of signals that allow Consent Management Providers (CMPs) to offer users the “right to object” to processing on the basis of a “legitimate interest” and new granular controls for publishers about the data processing purposes permitted by them on a per vendor basis. Most recently, thanks to Verdon’s guidance, IAB Europe recently announced the development of a new CMP validation tool for the TCF.
IAB Europe, with collaboration across the industry, released the open-source Transparency and Consent Framework in April 2018. It’s the only GDPR consent solution that has been built by the industry, for the industry, creating a true industry-standard approach. This framework is helping publishers, technology vendors and marketers speak in the same language when it comes to obtaining user consent for data processing after GDPR. Version 2 of the framework is due to be released later this year in association with IAB Tech Lab.
Verdon brings a strong track-record of working in the Internet and mobile spaces and has held CTO roles in several successful start-ups. Most recently, he co-founded Databoxer, a CMP for websites. On joining IAB Europe Verdon said “My role will be focused on driving both product development and technical implementation across the Transparency and Consent Framework. I am coming back to my roots to ensure that the policy governance of the Framework takes good account of technology considerations, so we release a robust and commercially friendly updated version for all global stakeholders”.
Verdon will also be the team lead for IAB Europe’s new Technical Committee, which will convene for the first time in May2019, bringing together technology and business-side experts from IAB Europe member companies to ensure technical vetting of solutions the Association is driving to help the industry address challenges and leverage opportunities.
Mussard joins IAB Europe from a global AdTech company, Vibrant Media, where she was VP of Global Marketing. Her focus at IAB Europe in the first few months will be overseeing the release and implementation of the updated TCF to all industry stakeholders. Longer term she will be looking at how IAB Europe communicates with all constituents to help shape and implement the strategic objectives of the association, enabling digital advertising to innovate and scale throughout Europe.
Prior to joining Vibrant in New York, Helen lived in London and Berlin working both agency-side and in-house for TV channels, government organizations and digital start-ups.
Mussard said “IAB Europe is the leading voice for policy and regulatory discussions throughout the digital advertising ecosystem. Never has it been more important to defend and promote our industry to show the positive impact that digital advertising can have to consumers, publishers and advertisers. I’m incredibly excited to join Townsend and the team whilst we release our updated transparency and consent framework, to support the industry’s efforts to comply with GDPR and raise the standard and trust in online advertising”.
Speaking on the new hires, IAB Europe’s CEO, Townsend Feehan said “Patrick and Helen bring the perfect blend of technical brilliance and commercial intelligence to our work, at a time of huge change and opportunity in the industry. With new technologies and regulatory developments constantly changing, it’s important we are out in the market talking and listening to our members, to support their businesses, add real value, and ultimately enable digital advertising to scale across Europe.”
This article was originally published here
New research from Boston Consulting Group (BCG), commissioned by Google, found that best-in-class digital marketers benefit from 1.4 times greater cost benefits and up to 2.5 times revenue impact.
This new research builds on what BCG found in its initial study last year – that just 2% of brands are best-in-class at data-driven marketing. Yet best-in-class brands drive up to 20% more revenue and 30% more cost savings as a result. So there’s a lot of value being left on the table.
The initial research also uncovered the specific practices that leading marketers follow to achieve these compelling growth results. Some of these top practices include:
To measure the specific value achievable by applying these key practices of digitally-mature marketers, BCG ran tests with six brands.
Through 16 tests, 200 brand surveys, and more than 40 expert interviews, this new research revealed how the most successful marketers are driving impressive results:
BCG’s latest study shows that after just four to six weeks of tests using advanced data-driven technology, advertisers saw increases of up to 50% in online transactions. These resulted in significant growth results, with up to 33% in return on ad spend, alongside up to 44% drop in cost per action.
While the available technologies are powerful, ongoing input from people remains critical in driving performance. Businesses must have people in place to make smart strategic decisions, optimise the technology, and decide how best to apply machine learning-based algorithms to campaign objectives, category characteristics, and customer behaviours.
According to BCG, companies using advanced data-driven technologies can produce up to 20% better campaign metrics over time, and that adjustments to the campaign by people can add another 15% to performance.
BCG’s survey of over 200 global brands showed that more than 85% of those in the two most advanced stages of data-driven marketing maturity (Connected and Multi-moment) also have high organisational maturity.
The new study shows that advertisers who apply both technical and organisational best practices get better results. In fact, organisationally mature brands are seeing 1.5 times greater cost benefits and up to 2.5 times the impact on revenue from their data-driven marketing efforts than low-maturity marketing organisations.
The BCG research indicates that before scaling up, marketers need to create momentum by systematically testing, learning, and showing clear value to senior stakeholders.
Looking longer term though, companies’ success will require breaking down internal silos, embedding expertise with in-house teams, and establishing strategic partnerships.
Download the full report to see how you can realise the true potential of digital marketing transformation to drive your business growth.
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