Video & TV Advertising: State of the convergence by Nicolas Mignot, SVP International Key accounts Sales & Solutions, FreeWheel

What happens when digital, programmatic and TV collide? Nicolas Mignot will ask what the future holds for the original video channel, and what addressable TV means for its role in media strategies.

Slides HERE.

The Agency of the Future by Anatoly Roytman, Managing Director and EALA Lead, Accenture Interactive

Agency business models have always evolved – but that evolution needs to catch up quickly with the ecosystem of 2017. Demands for trading transparency and measurement clarity demand a redefinition of what agencies are paid for – and how that performance is measured. Dependence on new technology platforms and the importance of data ownership bring new commercial considerations with them. What does a sustainable and correctly incentivised agency model look like?

Slides HERE.

A Digital coming of Age by Nigel Morris, CEO DenstuAegis Americas and EMEA

The advertising industry has always evolved – but it’s rarely had a tighter timetable for that evolution. Nigel Morris gives a global perspective on whether the digital coming of age is happening quickly enough.

Slides HERE.

Brussels, 30th June - DIMAQ (Digital Marketing Qualification) certification is going to be introduced in Slovenia, Romania, Greece, Cyprus, Serbia, Montenegro, Bosnia&Hercegovina in May and June this year as part of a programme of standardization of knowledge and skills among industry professionals. The programme was developed and implemented successfully in late 2015 by IAB Poland, and it acts as a tool of effective assessment of industry qualifications, improves the quality of the offered services, and builds market trust. It is compliant with the principles of the European Qualifications Framework.

The introduction of a programme of standardization of competence for industry professionals is a response to the current needs of the industry - the growing competitiveness of the market of digital services, and the increasing expectations of marketers and employers across the whole of Europe. It allows industry professionals to confirm their competences, streamlines the communication between marketers and agencies, and aids employers in assessing the level of knowledge and skills of their employees, acting as an essential element of both motivation and recruitment activities.

“IAB Europe constantly strives to support high-quality education initiatives across Europe. One way it does this is by providing those programmes which raise the bar in the field of digital training with the recognition they deserve through the IAB Europe Endorsement Programme. We’re certain that the development of DIMAQ, officially endorsed by IAB Europe since March, will improve the quality of services and competitiveness of the online sector”, says Ionel Naftanaila, Business and Technology Director, IAB Europe.

Furthermore, training sessions for master coaches are under way, organized in cooperation with IAB Polska. E-marketing professionals will be able to sit for the first examination session as early as in June this year. This will be also possible in Hungary, Slovakia, and Croatia towards the end of this year. At present, there are talks on introducing the programme in other countries in cooperation with local IABs. In the second half of the year work will commence on a pan-European version of DIMAQ programme, to be developed and implemented by IAB Polska and IAB Europe.

Competence standardized

DIMAQ covers not only global issues, but also those specific to a given regional sector of e-marketing (e.g. legal issues). The DIMAQ examination assesses knowledge in the scope of digital marketing on a general level (professional). It covers matters from 12 areas, including strategy and planning, display advertising, social media and content marketing, mobile marketing, cyberlaw, e-commerce, programmatic, and analytics. Every certificate is compliant with the principles of the European Qualifications Framework.

Recertification

The validity of DIMAQ certificates is limited because of the ongoing dynamic development of the digital marketing industry. After two years of obtaining one’s certificate, it is necessary to take the exam again or to extend the certificate’s validity through participation in a special recertification programme involving collecting points for taking part in industry-specific events (conferences, workshops) accredited by IAB, participation in IAB working groups, and pursuing tertiary or postgraduate education.

About DIMAQ

Association of Internet Industry Employers IAB Poland comprises more than 200 companies operating on the Internet market in Poland, including largest web portals, advertising networks, media houses, and interactive agencies. Its main goal is broad market education on using the Internet as an effective business and promotion tool. The Association promotes e-marketing solutions as well as develops, presents and implements quality standards. It prepares reports and conducts online market research, organizes conferences, workshops and training courses. One of its flagship projects is DIMAQ, a certification program for e-marketing knowledge. IAB Poland has operated since 2000 and is part of the global organization IAB and member of IAB Europe. Find out more on www.iab.org.pl

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.

Amsterdam, 24th May - IAB Europe is pleased to announce the Gold Winners at its 2017 MIXX Europe Awards: Mindshare Turkey & Maxus Turkey, Pure New Media, Mindshare Turkey, DDB Brussels, iProspect / Dentsu Aegis Network and Framestore.

The awards recognise and celebrate the year’s best digital advertising campaigns in Europe.

The winners were announced last night at the gala dinner held as part of IAB Europe’s Interact conference in Amsterdam.

Alison Fennah, Executive Business Advisor for IAB Europe said: “Congratulations to all of our 2017 Gold, Silver and Bronze award winners, whose campaigns will be showcased to educate the market place about what works and why in digital marketing.”

Anna Lubowska, Chair of the Jury and Chairman MEC CEE, Russia & CIS said: “We are pleased to award so many great campaigns which highlight both effectiveness and innovation. Chairing the Jury and reviewing so many award winning campaigns has been an insightful and challenging process.”

See all of the award winning campaigns here.

The 2017 award winners:

GRAND PRIX

Mindshare Turkey
Spark Brilliance

The Jury was Chaired by Anna Lubowska, Chairman MEC CEE, Russia & CIS and is joined by George Zalokostas, Media Manager, Unilever, Peter Drake, Executive Creative Director at DigitasLBi, Vladimir Arandjelovic, Chairman of the Board, IAB Serbia and Managing Director ConnectAd, Ian Haworth, Executive Creative Director, Wunderman UK.

More information about the jury members can be found online here.

Contact: Marie-Clare Puffett, Business Programmes Manager, IAB Europe: puffett@iabeurope.eu

Amsterdam, 24th May - IAB Europe is pleased to announce the winners of its 2017 Research Awards; Kantar Millward Brown, OMD Spain, Mediametrie, Facebook, Publicis Media, Gemius and EDAA.

The awards recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry. The winners were announced last night at the gala dinner held as part of IAB Europe’s Interact conference in Amsterdam.

Alison Fennah, Executive Business Advisor for IAB Europe said: “Congratulations to all of our 2017 winners and highly commended entries, whose projects will become part of IAB Europe’s best practice libraries used and referenced by industry professionals.”

IAB Europe’s libraries showcase best practice multi-device research and brand ad effectiveness case studies.

See all of the award winning projects here.

The 2017 award winners:

The Jury was Chaired by Nick Hiddleston, Research Director Worldwide at ZenithOptimedia who was joined by Pierpaolo Guidi, Media Relations Agency Manager, Subito (Schibsted Media Group, Agnieszka Hoffmann, Client Manager at Millward Brown, Chechu Lasheras, Managing Director for Digital Business Development, PRISA, Tony Evans, Director of Marketing Science: EMEA, Facebook, Pawel Kolenda, Research Director at IAB Poland and Vice-Chair of the IAB Europe Research Committee.

More information about the jury members can be found online here.

Contact: Marie-Clare Puffett, Business Programmes Manager, IAB Europe: puffett@iabeurope.eu

Amsterdam, 23^rd May 2017 – At its annual Interact conference today, IAB Europe announced that online advertising grew 12.2% in 2016 to €41.8bn establishing itself as the dominant advertising medium in Europe.

The AdEx Benchmark study is the definitive guide to the state of the European online advertising market and is now in its eleventh year. The research demonstrates that online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, a total of twenty markets grew double-digit for the third year running (three markets recording 30%+ growth. Mobile continues to drive the growth with both mobile display and mobile search seeing 50%+ growth in 2016. Mobile dominates across all markets with a 100%+ growth rate in some markets.

Mobile display now accounts for €5.4bn and continues to grow its share of the display market to 33.3%, with a growth rate of 53.3% compared with 2015.

Video which is considered as a key channel for delivering brand advertising campaigns, according to IAB Europe’s Attitudes to Digital Video Advertising report, continues to experience strong growth to a share of 18.2% of the total display market.

Townsend Feehan, CEO of IAB Europe, commented “A thriving digital ecosystem for Europe depends on advertising and the eleventh AdEx Benchmark study demonstrates its continued importance to the economy. As an industry, we must continue to highlight this contribution, promote European innovation and empower our businesses to provide users with the experiences they demand.”

The IAB Europe AdEx Benchmark study divides the online ad market into three categories: Display, Search and Classifieds and Directories. Growth in these online advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.

Display advertising outperformed other categories for the third year in a row with a growth rate of 13.8% and a value of nearly €16bn.

Search continues to be the largest online advertising category in terms of revenue with a growth of 12.9% and a market value of €19.1bn. It continues to be the largest online advertising format in terms of revenue.

Daniel Knapp, Senior Director TMT at IHS Markit, said “Mobile and video are the powerhouses driving the European online advertising market as we enter a post –desktop banner advertising world. The rules and practices of online advertising have changed with these new formats and screens gaining ground, and our study shows that marketers’ and publishers’ efforts to innovate both in terms of measurement, delivery, targeting, and creative are paying off. At the same time, our 2016 data shows that search and classifieds & directories have entered a period of rejuvenation with accelerating growth rates. Classifieds & directories is fueled by industry consolidation and search benefits from better adoption of mobile and maps as search interfaces.”

Qingzhen Chen, Senior Analyst at IHS Markit, added “In 2016, CEE markets contributed more to European industry growth than ever before. We saw eight countries in the region grow above 15%. Markets like Poland, Czech Republic and Turkey are also among the leaders in mobile and video advertising. At the same time, mature Western European markets remain in healthy shape, with the UK and key Nordic markets growing above European average despite their already high online ad spend per capita.”

Top 3 Individual growth markets were:

1. Romania – 36.9%
2. Slovenia – 32.2%
3. Ireland – 31.4%

Top 10 Rankings

1. UK – €14.2bn
2. Germany – €5.9bn
3. France – €4.2bn
4. Russia – €2.6bn
5. Italy -€2.3bn
6. Netherlands – €1.7bn
7. Spain – €1.6bn
8. Sweden – €€1.6bn
9. Belgium – €0.9bn
10. Switzerland – €0.9bn

For more information, please contact:
Alison Fennah, IAB Europe (fennah@iabeurope.eu)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)

You can download the results here

About IAB Europe

IAB Europe is the leading European-level industry association for the online 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.

About the AdEx Benchmark study

The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analysed by IHS Markit. The report includes market size and value information for 2016 for the following markets: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2016 January- December. This is the eleventh AdEx Benchmark study which began in the calendar year 2006.

Display includes PC-based and mobile banners, rich media and video formats.

See further explanatory note on data below. 

About IHS Markit Technology, Media & Telecom’s Advertising Intelligence Service

IHS Markit Advertising Intelligence Service provides its clients with a holistic and global view of a rapidly evolving advertising and marketing landscape. Developed and maintained by a team of expert analysts, it offers accurate, continuously updated market data, forecasts and reports that give our clients deep perspective on a dynamic advertising market. As the only global product that offers the same detail and scope for both established and emerging media we provide a unique, independent and objective view.

About IHS Markit (www.ihsmarkit.com)

IHS Markit (Nasdaq: INFO) is a world leader in critical information, analytics and solutions for the major industries and markets that drive economies worldwide. The company delivers next-generation information, analytics and solutions to customers in business, finance and government, improving their operational efficiency and providing deep insights that lead to well-informed, confident decisions. IHS Markit has more than 50,000 key business and government customers, including 85 percent of the Fortune Global 500 and the world’s leading financial institutions.  Headquartered in London, IHS Markit is committed to sustainable, profitable growth.

IHS Markit is a registered trademark of IHS Markit Ltd. All other company and product names may be trademarks of their respective owners © 2017 IHS Markit Ltd. All rights reserved.

Explanatory note on IAB Europe/IHS Markit AdEx Benchmark figures

Each national IAB in Europe runs its own annual online advertising spending study and the IAB Europe AdEx Benchmark figures are based on these studies. As the methodology of the studies varies country by country, IAB Europe and IHS Markit have defined methodology rules to represent the figures in such a way as to make them realistically comparable. This involves:

• Readjusting local figures to allow for harmonised representation. Readjustment rates are supplied by groups of local market experts
• Estimating/harmonising ad spend data for certain formats or segments in certain countries where local IAB studies do not include data or the definition or scope of a format is substantially different from IAB Europe standardised segments
• Where local data is collected in a currency other than Euros, the average exchange rate in 2016 has been used to convert this to Euros. To provide data for prior year growth rates, the prior year figures have also been re-calculated using a constant exchange rate in order eliminate currency effects.
• AdEx Benchmark focuses on four normalised segments: ‘Display’ (including mobile display, rich media and video), ‘classifieds and directories’, ‘paid search’ and ‘other’ (including email but excluding email marketing).

Figures quoted are gross figures (i.e. net invoiced value of the media, plus agency commission if any).

Join our European Online Advertising Spend 2016 webinar on Tuesday 18^th July 3pm CEST // 2pm BST. Register here!

The AdEx Benchmark study is the definitive guide to the state of the European online advertising market and is now in its eleventh year. The research demonstrates that online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, a total of twenty markets grew double-digit for the third year running (three markets recording 30%+ growth. Mobile continues to drive the growth with both mobile display and mobile search seeing 50%+ growth in 2016. Mobile dominates across all markets with a 100%+ growth rate in some markets.

The results of the study can be browsed or downloaded below

Browse or download the case study below:

Get the slides here.
 

Browse or download the case study below:

Get the slides here.
 

Slides HERE.

Browse or download the case study below:

Browse or download the case study HERE.