The IAB Europe Introduction to Programmatic Advertising Course is the first in a series of training programmes developed by IAB Europe under the guidance of its Education and Training Committee and with input from its Programmatic Trading Committee. It is designed as an in-class course and is currently not available online. The Education Programme that IAB Europe is currently developing is the cornerstone of its mission to support training the next generation of professionals in the online advertising industry, one that is far too often confronted with a shortage of specific skills-sets.
The Introduction to Programmatic Advertising Course is designed to be an introduction to programmatic advertising for Publishers, Agencies and Advertisers. It serves to explain what programmatic advertising is, why it is growing and how it can be used. It builds upon and leverages the work of the IAB Europe Programmatic Trading Committee and the IAB Europe Research Committee, and includes research into market drivers, pan-European market sizing, and our flagship report the AdEx Benchmark.
Course content:
1. Tutor introduction & warm up exercise
2. Setting the context: A brief history of digital marketing
3. Why it matters: The rise and rise of programmatic
4. Overview: What it is and how it works
5. How to get started: Business readiness and programmatic models
6. Key industry themes for the year ahead
7. Exercise: Rocket science, algorithms and AI
At the end of the course delegates will be able to:
Contact us for additional information!
Digital advertising grew by 8% in Germany in 2017 and a growth rate of 10% is expected for 2018. The digital advertising market is growing steadily, outperforming the OVK forecast published in September 2017. More information can be found here or download it HERE.
Sublime Skinz expands mobile offering with the addition of two new premium ad formats, with highly engaging and interactive features
London, UK, 26th February 2018: Sublime Skinz, the leading solution for high-impact, non-intrusive digital advertising, today announced it will launch two new interactive mobile ad formats – The Capsule and The Video – at this year’s Mobile World Congress. These innovative, premium formats provide a variety of features to enhance the user experience.
Created for mobile web campaigns, the new formats – which can be sold both direct and programmatically – are designed to elevate engagement and create opportunities for more effective branding. Both consist of two banners positioned at the top and bottom of the webpage, along with a side panel that displays content when swiped open by the user.
Both of these new formats, while enhancing the user experience, also boast an impressive engagement rate of 4-5%. The Capsule’s responsive panel has been developed with HTML5 and is optimised to offer a host of interactive elements, including vertical and horizontal slideshows, video, configurators, 360° product views, and store locators. The Video format has been designed to deliver enhanced video ads seamlessly to users, and can be optimised for a single vertical or traditional asset.
The Capsule and The Video mobile formats provide advertisers with comprehensive KPI feedback, including impressions, page and product views, panel engagement rates, global click-through rates, and average video completion rates.
Andrew Buckman, Managing Director EMEA at Sublime Skinz said: “These new formats further demonstrate Sublime Skinz’s commitment to providing non-invasive but powerful solutions to advertisers and agencies. With 73% of people in the UK using their smartphones to access the internet on a daily basis, it’s more important than ever to remember that the user is king. These two new formats provide a streamlined and engaging experience that continues to put the user first with interactive and non-intrusive ads. For advertisers, the high engagement rate of the panel and the extensive KPI measurements are attractive prospects that ensure they reach their target audience, while also allowing them to effectively manage campaigns.”
About Sublime Skinz
Sublime Skinz is the leading global high-impact advertising marketplace. It is the first platform of its kind to provide multi-device advertising, working with advertisers, publishers, media agencies, and trading desks to drive efficient and effective campaigns at scale.
Sublime Skinz provides actionable statistics and transparent insights in real time, allowing brands to capitalise on the most impactful format with the greatest coverage across multiple websites. Sublime Skinz works with a clear objective to maximise revenues and optimise return on ad investments.
Founded in 2012, the Paris-based company has developed an international reach with offices in London, San Francisco and New York, and boasts an impressive network integrated with more than 3,500 websites worldwide. Sublime Skinz was honoured as the ‘audience favourite’ winner of the Launch: Silicon Valley World Cup Tech in 2014, and in 2016 was awarded Ernst & Young’s ‘Born Global’ prize and Business France’s ‘International Trophy of Digital Business.’
For more information, please visit www.sublimeskinz.com.
Press Contact
GingerMay PR
Chantelle Pattemore, Senior Account Executive
chantelle.pattemore@gingermaypr.com
Tel: +44 (0)203 642 1124
In this member-only webinar, a number of national market representatives provide an update on:
• Key programmatic challenges
• Programmatic market size and growth
• Current local / IAB programmatic initiatives
The webinar recording is available here.
On 23 February 2018, five associations, among them IAB Europe, representing the European advertising industry have published an open letter to the European Commission addressing the public consultation on fake news and online disinformation.
The signatories to the paper are aware of the fake news and online disinformation phenomena and are highly concerned by the issue. Since online advertising is the main source of revenue for the diverse media landscape in Europe[1], the stakeholders reaffirm their industry-wide commitment to work towards ensuring that we support quality journalism and cutting off the financial incentives to fake news providers.
The letter comes as part of IAB Europe’s response to the European Commission’s public consultation. The Commission is expected to publish its EU-level strategy regarding this issue in spring 2018.
Read and download the full paper HERE.
[1]IHS Markit, The Economic Contribution of Digital Advertising in Europe (2017), available at: https://datadrivenadvertising.eu/wpcontent/uploads/2017/09/DigitalAdvertisingEconomicContribution_FINAL-1.pdf. The latest research shows that this revenue source makes up more than 81% of the online revenues for publisher’s journalistic content and more than 50% of mobile application revenues.
As more digital out-of-home inventory becomes buyable programmatically, new use cases are appearing. Mindshare Turkey ran a month-long campaign for MAC Cosmetics on the digital out-of-home inventory integrated to the Awarion programmatic OOH exchange in two busy malls where the brand has stores.
As research shows, proximity of out-of-home positively correlates to store visits for advertisers. With data coming from the brand's store analytics platform on how many visits and purchases were occurring on an hourly basis, optimisation on when and how frequently to buy DOOH became possible. Using Platform 161 DSP, real-time changes to the campaign was possible without the need for manual communication.
In addition to the targeting strategy, a creative strategy was deployed in order to show the right creatives at quiet and busy moments of stores. The results of this programmatic OOH campaign optimised to first-party data was staggering; week-on-week sales increased 28% compared to 13% at malls where non-programmatic DOOH buys were carried out through traditional insertion order buys.
Watch the case study here.
HP's Sprocket printer product has a niche set of target audiences: travel enthusiasts and students. By running programmatic digital out-of-home campaigns through Platform 161 DSP and data on these audiences coming in from a proximity marketing company, Blesh, OMD Turkey left the campaign on auto-pilot to run in two malls when the target audiences were highly concentrated.
The real-time targeting was possible through Blesh's integration with Awarion's out-of-home exchange, enabling immediate activation of a campaign based on such criteria. By executing a campaign this way, OMD was able to create significant media efficiency for their client and show different creatives for each target group, whenever one was higher than the other. Since the campaign was run from a DSP, lat-long targeted line items for the digital realm ran in-sync to the programmatic OOH campaign, targeting these audiences through multiple channels and creating a unified point of media buying and reporting.
Watch the case study here.
European digital advertising continues to experience double-digit growth; in the first half of 2017 it grew by 11.5% to €22.2bn from €20.2bn in H1 2016.
In this webinar, Daniel Knapp, Executive Director TMT, IHS Markit dove deeper into the trends and formats driving growth across Europe.
Watch this. webinar recording to find out more about:
The AdEx Benchmark H1 2017 report can be downloaded here.
You can watch the recording of this event here.
Following the success of the first Virtual Programmatic Day in 2017, IAB Europe will be holding two in 2018. The first Virtual Programmatic Day will take place on 19 April.
The Virtual Programmatic Day H1 is an online event that will explore the key areas impacting programmatic trading including GDPR, auction dynamics and transparency and trust.
Please download the agenda for this event here.
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The recording of this webinar is available here.
Wednesday 14 March 15.00 CET / 14.00 GMT
Join this webinar in which we will explore the transparency and trust challenges in the digital advertising supply chain and industry driven solutions.
Register here
Following on from the publication of the IAB Europe Transparency Guide, we are hosting a webinar to dive deeper into transparency concerns in the supply chain and explore the applications of the Transparency Guide and other industry initiatives.
The IAB Europe Transparency Guide aims to improve transparency in the digital advertising supply chain in the areas of data, cost and inventory source. The guide provides questions for each stakeholder category to be asked at different stages of the supply chain.
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After registering you will receive a confirmation email containing information about joining the webinar.
Brussels, 02 February 2018 – 2015 saw IAB Europe endorsing the Google Digital Workshop. Designed as a one-stop shop for mastering digital marketing, the programme developed by Google is an exhaustive take on digital training, covering 26 topics (as of last year) and culminating in the Digital Workshop certificate of The Fundamentals of Digital Marketing .
With three new modules added in 2017 (Plan your online business strategy, Get started with content marketing, and Turn data into insights), Google sought and received a renewed endorsement from IAB Europe. The IAB Europe Endorsement aims to give recognition to those programmes which meet a series of criteria - chief of which are brand-neutrality (where applicable) as well as accuracy and thoroughness of topic covered. These programmes are awarded the coveted “IAB Europe Endorsed” seal, a confirmation of the high-standards of training they set and concrete contribution they bring to the industry.
“We are delighted to have renewed the Endorsement for Google Digital Workshop, one of the flagship digital training programmes currently available for professionals, business owners, and digital enthusiasts seeking a career in online. Training initiatives such as this are particularly vital during this period of flux for the industry, when seasoned vets and newcomers alike need to keep abreast of the developments and breakthroughs in all areas connected to digital. Programmes such as Google’s Digital Workshop are not only making great strides in offsetting the digital skill shortage the market is currently facing, they are building the future of the industry” said Townsend Feehan, CEO, IAB Europe.
The integrated approach taken by Google in building its Digital Workshop is where the strength of the programme lies. Each of the aforementioned 26 topics comes with several lessons and completing them all results in a certification bound to add value to any CV poised to take the next generation of digital industry experts by storm. All this content is supplemented by bonus materials, coaching and live training sessions.
“Opening up the opportunity of digital technology for everyone is at the heart of Google’s work. In Europe, and now in the Middle East and Africa, we've been working with partners to help everyone, whether in work, studying or unemployed, to grow their skills, careers, and businesses through Google's training, tailored to each country. We are proud to have trained 4M people through our Digital Workshop program in 53 countries in the region - and are delighted to have IAB Europe recognise and endorse our efforts”, said Matt Brittin, Google EMEA President.
About - Google Digital Workshop
Google Digital Workshop provides free digital skills training courses, tools and in-person coaching to help people get the right skills to find a job, advance their career or grow their business. It offers flexible and personalised learning plans and provides a certificate endorsed by IAB Europe upon the digital marketing course completion to help graduates boost their LinkedIn profile and CV.
You can find out more about the Google Digital Workshop here.
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.
More information on this initiative by IAB Europe can be found here.
We’re looking forward to seeing you in Milan for Interact 2018 on the 23-24 May 2018.
Digital is accepted as a disruptive force. But what happens when the digital landscape itself faces radical change? How are Europe’s leaders preparing their people and their businesses? The importance of digital advertising to business growth will only increase. This year IAB Europe’s Interact brings you stakeholders who will share their vision of the industry in 2018 and beyond.
This year, IAB Europe will also make a €5 donation to the Worldwide Fund for Nature (WWF) for every delegate attending Interact 2018.
