The original article (in Polish) is available here.
You can browse or download the IAB Poland / PwC Digital Ad Spend 2016 below.
ABC grants comScore the first certification for Online Video Ad Viewability in validated Campaign Essentials™
LONDON, UK, 5th July, 2017 – comScore today announced that it is the first company to be granted certification by ABC to JICWEBS Principles for video viewability measurement in validated Campaign Essentials™ (vCE®). This certification expands on the solution’s existing ABC-accredited offerings for vCE Viewability for Display and vCE Content Verification, continuing its status as a certified solution for the digital ad market in the UK.
vCE video viewability measures the opportunity to be seen, including the removal of sophisticated invalid traffic (IVT), for video advertising impressions. Video viewability is part of comScore’s holistic ad and audience delivery validation solution vCE, which provides an unduplicated accounting of impressions delivered on display, video and mobile devices across a variety of key dimensions including target audience (demographics), viewability, general and sophisticated IVT, brand safety, geography and engagement.
“We are delighted to issue the first ABC video viewability certificate to comScore, demonstrating that its vCE video viewability measurement solution has met JICWEBS industry agreed standards,” said Simon Redlich, Chief Executive at ABC. “The latest IAB UK research shows that video is the fastest growing advertising format. By extending our Viewability programme to include video testing, ABC is delivering the media industry’s stamp of trust in this important area.”
Based on JICWEBS industry-agreed Viewability Principles, ABC video viewability certification provides the industry with transparency and greater confidence to better compare viewability capabilities, ensuring agencies and advertisers can make informed purchasing decisions. comScore was one of the first companies to receive Content Verification certification in 2012 and was also granted certification for their continued commitment to delivering desktop display viewability measurement in vCE earlier this year.
“Video is an integral piece of advertising budgets today, and it’s essential that advertisers and their agencies better understand their video ad performance and whether that ad had the opportunity to be seen,” said Martin Bromfield, comScore, VP Advertising EMEA, “We are pleased to receive the first vCE video viewability certification from ABC, as it underscores our commitment to delivering a solution that aligns not just with our clients’ needs but with the rigorous standards set forth by industry bodies.”
View comScore’s Third Party Accreditation, Certification and Review page to learn more about these accreditations: https://www.comscore.com/About-comScore/Third-Party-Review.
To view comScore’s ABC certificate for vCE video viewability, please visit: https://www.abc.org.uk/Certificates/48877701.pdf
Learn more about comScore validated Campaign Essentials™ (vCE®) or contact comScore today.
About comScore
comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC:SCOR). For more information on comScore, please visit comscore.com.
About ABC
ABC delivers a stamp of trust for the media industry. We are owned and developed jointly by media owners, advertisers and agencies to set industry-agreed standards for media brand measurement across print, digital and events.
ABC is also a trusted verification provider. We audit media brand measurement data and the adoption of good practice and processes to industry-agreed standards. Established in 1931, ABC was the first UK Joint Industry Currency (JIC) and is a founder member of the International Federation of ABCs.
For more information please visit www.abc.org.uk
For press enquiries, please contact Native Consultancy: Richard Edwards and Sophie Kennedy on 01442 200971 or abcpressoffice@nativethinking.co.uk
About JICWEBS
JICWEBS is the UK's Joint Industry Committee for Web Standards and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, News Media Association, ISBA – the voice of British advertisers – and the Institute of Practitioners in Advertising (IPA).
For more information, please visit www.jicwebs.org
New advances in technology are contributing to the rise of digital video, according to AOL's new State of the Industry Video research. When it comes to new formats in digital video, the study reveals over half (55%) of buyers and sellers in the UK believe immersive formats such as 360-video will provide one of the best revenue streams over the next twelve months.
However, these formats are still in the early days of adoption, with only 20% of consumers in the UK watching virtual reality video once a week or more (vs 28% globally). 68% of Brits say they never watch VR (vs 58% globally).
Following AOL's State of the Industry Mobile Video Report, the latest study conducted by research agency InsightsNow surveyed 1,600 buyers and sellers, and 1,300 consumers from across seven markets, including the UK to uncover the role of digital video in advertising and media consumption today.
Emerging formats to create new revenue streams
Over half of buyers in the UK (55%) think that emerging formats such as virtual reality and Out-stream will drive revenue in the next twelve months (vs 50% globally). Now a growing phenomenon, 62% of advertisers in the UK believe there is room for VR in the digital video marketplace, compared to 64% globally.
Although immersive formats are yet to fully take off with consumers, live formats are becoming mainstream, particularly on social media platforms drawing in a wide range of audiences for short bursts of time as a result. 42% of consumers surveyed in the UK now watch live content at least once a week (vs 55% globally). 68% of buyers in the UK are looking to create better user experiences when developing new video formats (vs 79% globally), in comparison to 62% of sellers in the UK (vs 58% globally).
Traditional formats are still lucrative
Two-fifths (40%) of buyers and sellers in the UK expect the amount of video inventory to rise by a quarter within the next twelve months (vs 46% globally). Commercially, 71% of buyers and sellers plan to invest in pre-roll, suggesting linear video ads are a lucrative area for revenue.
Digital video now a part of everyday behaviour
Video has now become a fundamental part of daily online behaviour in the UK, with 71% of consumers now watching digital video on any device every day, and just over half of consumers in the UK (54%) claiming they watch more digital videos today compared to just one year ago (vs 66% globally).
With video now a huge part of everyday life, over half (57%) of advertisers in the UK believe that video is the future of advertising (vs 65% globally), while almost half (49%) of publishers are saying budgets are shifting from television and other formats including broadcast and display to fund digital video (vs 54% globally).
Advertisers will experience a surge in video spend
Programmatic video spend is expected to rise, with 79% of buyers saying they expect their spend on programmatic to increase in the next 12 months. Globally, the study found that 41% of video budgets are being allocated to programmatic video buys. In the UK, 48% of digital video revenue for advertisers is now sold programmatically compared to manual direct buys.
Keeping consumers engaged
The length of a video is key for consumers as attention spans continue to get shorter and shorter - 64% of Brits watch videos that are under one minute long, and on a global scale, on average three-fifths (60%) of consumers share similar viewing habits.
As micro-videos are more frequently consumed, the report shows a depreciation in engagement as videos get longer. 72% of UK consumers watch videos under 5 minutes long (vs 81% globally) whereas 60% commit to videos lasting over 10 minutes in length – compared to 69% globally.
Growth in video comes with challenges
Creating a seamless consumer experience is a challenge that advertisers and publishers continue to face, as just over one third (34%) of consumers in the UK (and globally) say they will stop watching a video that has been interrupted twice due to buffering.
Load times continue to be a hindrance – 40% of buyers and sellers in the UK think this will act as a catalyst to spending less on mobile video advertising next year (vs 34% globally).
What does this mean for advertisers and publishers?
We're entering a new era of digital video for publishers and advertisers. The State of the Industry Video Report shows how important digital video has become, with almost all consumers in the UK (97%) expecting to watch either similar amounts or more online video within the next six months.
When it comes to new formats, consumer appetite is still in its infancy. Advertisers and publishers have an opportunity to flex their creative muscle and tailor content to serve their audiences' needs and interests.
The future is firmly in digital video, and advertisers and publishers must be prepared to invest in emerging formats to enhance the consumer experience. With new technologies such as immersive video on the rise, AOL is committed to investing in video-led content, platforms and formats so brands people love can continue to be built.
Download AOL's State of the Industry Video Research Report here.
IAB Europe’s recently published European Video Ad Format landscape report provides insight into what video ad formats advertisers, agencies and publishers are using and how they value them.
IAB Europe is delighted to announce the shortlist of finalists for The MIXX Awards Europe 2017. Winners of the thirteen categories will be announced at IAB Europe’s Interact conference in Amsterdam on 23rd May.
The MIXX Awards Europe are an opportunity to gain industry recognition for your digital marketing campaigns and the contribution they have made to the development of the digital advertising industry. Winning entries will be showcased 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.
Anna Lubowska, Chairman MEC CEE, Russia & CIS and Chairman of the Jury said,
“The MIXX Awards Europe are a great showcase of the latest digital campaign creativity and innovation which is key to the development of the industry. Chairing the Jury and reviewing so many award winning campaigns has been an insightful and challenging process.”
The 2017 shortlisted entries are (in no particular order):
artworx GmBH - Share a Coffee
Pure New Media - Allianz Yolda
Lamba dijital agency - Her işte bi' Falım var
Mindshare Turkey & Maxus Turkey - Typo Domains By Nescafé
Mindshare Turkey - Last Chance
These Days - The Disposable CamerApp
Pure New Media - Keep Your Eyes On The Road While You Are Driving
Mindshare Turkey - Knorr Pide Queue
Mindshare Turkey - Spark Brilliance
Mindshare Turkey - Season Opening – Activation via Swarm
Vizeum Global - BBC Earth - More Than TV
Futatsu Industries - HELP – The Lawyer
These Days - FLOOR 99.9
DDB Brussels - EPICGRAM
V8 Interactive - Stella Artois Give Beautifully
Mindshare Turkey - Spark Brilliance
DEC BBDO - CANARY'S FOG TAGGERS
These Days - Coins of Hope
These Days - Put a price on your precious
These Days - The Disposable CamerApp
DDB Brussels - STARDUST FOR BOWIE
DDB Brussels - EPICGRAM
Turkcell - Pure New Media - Letters to Gallipoli
iProspect / Dentsu Aegis Network - A digital recruitment solution
Clixous - DenizBank Personal Loan Campaign
Hype - Winter is Coming
Hype - We Know What You Want
Neodigital - Music Is Under This Cap
Ekstra Bladet - Race The Money
Arena Media Spain - UFC 2
Carat - Maximizing shared media potential via content partnership: Sprite Teen Onedio Case
4 WISE MONKEYS - #CUTTYPAIZEI URBAN ADVENTURES CAMPAIGN
These Days - SOUND OF TOMORROW
DDB Brussels - STARDUST FOR BOWIE
DDB Brussels - EPICGRAM
Rabarba - Biscolata 'Perfect Lover Carlos’
McCann Istanbul - WakeApp Light
Mindshare Turkey - Spark Brilliance
MediaCom Turkey - EnerjiSA – Turkey’s First Energy Saving Online Campaign
MediaCom Turkey - Warner Bros. – Resident Evil: The Final Chapter
Framestore - Fantastic Beasts and Where to Find Them
KADEI - Storytelling in Augmented Reality
MELT - Play Invaders
First Content Studio - IAM12
MediaCom Agentur für Media-Beratung GmbH - Sea Hero Quest
DDB Brussels - STARDUST FOR BOWIE
Arena Media Spain - Domino’s Gaming
Pure New Media - Allianz Yolda
Turkcell - Pure New Media - Letters to Gallipoli
Bluerank Sp. z o.o. - Data-driven car selling campaign! Success story of personalization campaign for Mitsubishi.
MediaCom Turkey - Volkswagen & BeIN Digiturk – Turkey’s First TV Remarketing Campaign
MediaCom Turkey - Vestel Air Conditioner – Cooling Banner
Mindshare Turkey - Knorr Programmatic OOH
Mindshare Turkey - Last Chance
4 WISE MONKEYS - #CUTTYPAIZEI URBAN ADVENTURES CAMPAIGN
These Days - Coins of Hope
Senor - Say it out loud
Turkcell - Pure New Media - Letters to Gallipoli
Mindshare Turkey - Spark Brilliance
MediaCom - die Kommunikationsagentur GmbH - OEBB Geo Localised Ads
OMD Programmatic - The strength of a data driven marketing strategy
Bluerank Sp. z o.o. - Data-driven car selling campaign! Success story of personalization campaign for Mitsubishi.
Digitouch Dijital Pazarlama ve Medya A.S. - Love at Every Sight
MediaCom Turkey - Volkswagen & BeIN Digiturk – Turkey’s First TV Remarketing Campaign
Mindshare Turkey & Maxus Turkey - Typo Domains By Nescafé
The Jury is Chaired by Anna Lubowska, Chairman MEC CEE, Russia & CIS who 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.
Alison Fennah, Executive Business Advisor, IAB Europe said:
“The MIXX Awards Europe highlight the latest and greatest in Digital Campaign innovation and enable marketers to better understand how to use digital media to engage with current and potential consumers. We are pleased to have seen a wide variety of entries this year from companies large and small.”
IAB Europe is delighted to announce the shortlist of finalists for the IAB Europe Research Awards 2017. Winners of the eight categories will be announced at IAB Europe’s Interact conference in Amsterdam on 23rd May.
The IAB Europe Research Awards are an opportunity to gain industry recognition for your research projects and the contribution they have made to the development of the digital advertising industry. Knowledge is a key part of our programme to help develop the digital advertising business across Europe and we have a wealth of work that we aim to promote and share. Winning projects will become part of the IAB Europe expanding libraries of proof points, including the Programmatic, Multi-device and Connected World and Ad Effectiveness libraries, for industry professionals to use in their strategies and daily work.
Nick Hiddleston, Research Director Worldwide, ZenithOptimedia and Chairman of the Jury said, “The IAB Europe Research Awards continue to promote the sharing of best practice across Europe and beyond which is vital for the continued development of the digital advertising industry. Winning a Research Award is a great achievement and I am pleased to see the quality of entries improving each year.”
The 2017 shortlisted entries are (in no particular order):
Category: Brand Advertising Effectiveness |
|
| Kantar Millward Brown | KMB BrandLift: AOL, Cadbury Buttons 'Memory Lane' |
| NEWBASE | The Format Effect Series |
Category: Consumer Attitudes and Behaviour |
|
| AOL | AOL Content Moments |
| EDAA | European Advertising Consumer Research Report 2016 |
| Gemius | gemiusAdReal™ Research – Breakthrough Transparency in the Online Advertising Industry (inc. video, display, programmatic, search, social & viewability) |
| OMD Spain | Measuring the emotional impact on Facebook |
| Quantcast | The Customer Decision Journey Uncovered |
Category: Consumer Devices |
|
| Médiamétrie | Measurement of New Forms of TV Consumption (4-Screen TV/ Video Measurement) |
| Médiamétrie | The Evolution of Mobile Internet Measurement |
Category: Digital Advertising Formats |
|
| Moving Pictures: The Persuasive Power of Video | |
| Kantar Millward Brown | AdReaction: Engaging Gen X, Y and Z |
| MeMo² | Impact of Online Radio Advertising on Website visits and Brand Metrics |
| OMD Spain | Measuring the emotional impact on Facebook |
Category: Advertising Solutions |
|
| Bannerconnect | The exposure time research by Bannerconnect |
| Programmatic TV’s European Evolution | |
| Publicis Media GmbH | The X that changes the Media World |
Category: Research and Data Innovation |
|
| Bannerconnect | The exposure time research by Bannerconnect |
| IAB UK | Measuring the ROI of offline sales |
| Publicis Media GmbH | The X that changes the Media World |
| Médiamétrie | Measurement of New Forms of TV Consumption (4-Screen TV/ Video Measurement) |
Category: Audience Measurement |
|
| comScore | Video Metrix Multi-Platform: Unlocking Measurement of Video Audiences Across Smartphones, Tablets and Desktops |
| Dotmetrics & Ipsos | Dotmetrics – Exclusive users |
| Gemius | gemiusAdReal™ Research – Breakthrough Transparency in the Online Advertising Industry (inc. video, display, programmatic, search, social & viewability) |
| Médiamétrie | The Evolution of Mobile Internet Measurement |
| Médiamétrie | Measurement of New Forms of TV Consumption (4-Screen TV/ Video Measurement) |
Category: Best Use of Research Budget |
|
| AdRoll | AdRoll's State of Marketing Attribution Report |
| EDAA | European Advertising Consumer Research Report 2016 |
| Publicis Media GmbH | The X that changes the Media World |
| Reuters | Tomorrow's News |
The Jury is Chaired by Nick Hiddleston, Research Director Worldwide at ZenithOptimedia and 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.
Alison Fennah, Executive Business Advisor, IAB Europe said:
“This is the seventh edition of the IAB Europe Research Awards which continue to showcase research and data innovation in digital advertising research in Europe. We have seen a high calibre of entries from a wider range of companies and European markets this year.”
Viewability was thrust back in the spotlight after Procter and Gamble’s declaration that all members of its media supply chain must meet the Media Ratings Council (MRC) viewability standards for digital advertising, or risk not getting paid.
P&G sparked a valid discussion around viewability standards in our industry and research from the Integral Ad Science H2 2016 media quality report found that for most advertising campaigns, although they may be in view, that the vast majority of consumers are underexposed. The report shows that 70-85% of consumers are served no more than one viewable impression and that only 50-65% of consumers are exposed to an ad for a total of five seconds or less.
These latest IAS consumer-level insights help to provide more in-depth analysis of viewability across campaigns and help to highlight an often neglected issue in our industry. If 70-85% of consumers aren’t being served more than one viewable impression, how is advertising expected to have the desired impact? Additionally, we can’t discuss viewability without highlighting the importance of advertising being free from ad fraud, to ensure those that are seeing the ads are in fact human consumers. Focusing on viewability metrics alone is not sufficient when trying to assure a transparent media supply chain.
In order for advertising campaigns to be truly successful, viewability has to be considered alongside fraud and context. There is not much value in an ad being verified as viewable, if it was in fact viewed by a bot on a page with undesirable, inappropriate content that a brand would not wish to be appearing next to.
Viewability alone is not a passport to advertising success, there are other elements that brands should consider when evaluating the performance and success of their campaigns:
Pick the right format
In a bid to keep ads viewable, many brands and publishers have focused on filling pages with multiple, attention-grabbing ads. While this might raise viewability rates on a campaign, it can also clutter up sites and diminish the user experience. Instead of striving for as many views as possible, brands should track which formats produce the greatest levels of engagement on each channel and make quality their number one priority. This will improve the user experience and achieve greater consumer engagement overall.
Centre on the creative
Putting ads in front of users is one thing, piquing their interest is another, and that’s still the job of high quality creative. If brands want to stir consumer interest, they need to spend time finding out what works: a/b testing campaigns, tweaking design and adjusting messaging to determine the ideal mix for individual consumers.
Refocus perspective on media quality
In-depth, accurate campaign reporting data that can be used to optimise performance is the holy grail for all brands. Yet, if they only measure whether ads are in-view, this goal will remain unfulfilled. To establish what produces the best results, brands also need to track exposure and frequency – the total length of time consumers are exposed to ads, and how many times they do so across multiple placements. The resulting insights can then be assessed, in conjunction with conversion data, to pinpoint the right formula for advertising effectiveness - identifying the optimum exposure time and frequency.
Whilst viewability is a key campaign performance metric, it is imperative for brands to ensure that they are considering viewability alongside fraud and context; that they are not looking at these metrics in silos. All of these media quality metrics must be combined in order for brands, and their agencies, to plan and execute successful advertising campaigns that achieve optimum consumer engagement.
Xaxis EMEA President John Wittesaele has spent the best part of two decades launching and growing adtech businesses. We asked him what his top tips for programmatic success are.
Everyone is under pressure to get results now. But there is no good way to cut corners on data quality. Unless marketers understand what motivates their audience, how their customers behave online and what developing data signals really mean for their campaigns, then they can risk reaching the wrong people, in the wrong way, at the wrong time. Misunderstanding your audience can be costly and affect any ongoing campaigns. My advice? Listen to your data teams and give them what they need, even if it’s that most precious of commodities — time.
When programmatic advertising is done well, it can achieve media-buying efficiency, scale, and intelligent audience reach. However, if marketers see this as coming at a risk to brand safety, then these benefits fade into the background. It is our [the AdTech industry] responsibility to begin conversations about brand safety at the same time as discussing a marketer’s campaign objectives.
Multivariate testing (MVT) and dynamic creative optimisation (DCO) are incredibly powerful tools. At Xaxis, we’ve been able to achieve fantastic results using just these two tools. Of course, it only works if you also have top-flight creatives who are used to working with dynamic content. This is really where forward-thinking creatives, able to work with tech and data teams, come into their own.
Artificial intelligence technologies currently in use, and under development, allow us to process data in quantities and at speeds that would have been unimaginable a few years ago. As we move towards programs which not only recognise trends in data and learn from their experience, but can also improve themselves, we can expect to achieve even greater efficiencies. Invest in your algorithms.
Despite a rapid move towards AI technologies, obtaining the best data remains unrealised if you don’t have the analysts and data scientists capable of working with it. Only people can turn data into information. The people who combine a mathematical mind with an empathetic ability to understand the human implications of data are going to become increasingly valuable. So, treasure your teams. Help them build rewarding and intellectually satisfying careers so that they can use the full extent of their talents to help your clients.
Advertisers, agencies and publishers are looking for options for delivering brand advertising campaigns via digital video ad formats, the first IAB Europe Video Ad Formats survey reveals.
Based on a survey of approximately 700 advertisers, agencies and publishers from across 31 markets, the study provides insight into the video ad formats landscape across Europe, including the current usage for brand advertising campaigns, trends and technological specifications.
The research reveals that there are three dominant formats across all devices in the European video advertising market which are the in-stream pre-roll format, out-stream in-article / in-page format and broadcast 30 second spot. These formats lead in terms of current usage, trends and ROI across the industry with little variation between advertisers, agencies and publishers.
Key findings of the report:
Register and download the report below.
Brussels, 27 April 2017 - Advertisers, agencies and publishers are looking for options for delivering brand advertising campaigns via digital video ad formats, the first IAB Europe Video Ad Formats survey reveals.
Based on a survey of approximately 700 advertisers, agencies and publishers from across 31 markets, the study provides insight into the video ad formats landscape across Europe, including the current usage for brand advertising campaigns, trends and technological specifications.
The research reveals that there are three dominant formats across all devices in the European video advertising market which are the in-stream pre-roll format, out-stream in-article / in-page format and broadcast 30 second spot. These formats lead in terms of current usage, trends and ROI across the industry with little variation between advertisers, agencies and publishers.
Key findings of the report:
Video advertising is a key topic within the IAB Europe’s 2017 annual plan and is driven by the Video Ad Formats Task Force. Other recent outputs include the Attitudes to Digital Video Advertising report. The topic will also be explored further at the annual IAB Europe Interact Conference on the 23-24 May in Amsterdam.
Download the European Video Ad Format Landscape Infographic and Report here.
Mark Melling, Director of Video, EMEA at AOL said: “When we look at the most popular video formats being used across Europe it’s no surprise that 30 second pre-roll ads are so high on advertisers’ lists given it’s the easiest way to put TV ads into digital. But we as an industry need to be careful of simply taking the “easy route” at the expense of user experience, we need to ensure creativity and custom experiences are at the forefront of what we do. Our own video creative research shows that where 30 second ads drive highest recall amongst consumers, it is actually 15 second ads that drive highest affinity and purchase intent. This means that if completion rates are advertisers’ KPI then the shorter the length of the video the higher the completion rate. It is great to see the rise of native advertising formats such as out-stream which enable advertisers to provide a consumer experience that doesn’t disrupt or interrupt their content experience What will be exciting will be looking at the new formats that we can create as an industry for immersive environments such as 360 degree video, VR and even AR: where video will continue to have a huge role in brand communications but where things like interactivity and creativity could become the make-or-break for whether a consumer will allow you to interact with them or not.”
James Palmer, Global Investment Manager at Mediacom said: “Online video continues to provide advertisers with growing and varying opportunities to deliver brand messages. Understanding these different formats and how each can serve different campaign and brand objectives is very important in order to get the most out of online video. In an age of ad-blocking, advertisers need to be more mindful than ever of user experience in order to guarantee impact.”
Dana Ghazzi, Video Product Manager at Improve Digital said: “This report from IAB Europe is in line with what we see in the market with our content providers and buying partners. Out-stream adoption in particular is increasing, proving to be a valuable and attractive format for advertisers, whilst enabling content providers to expand their video inventory offering in a user-friendly way. This report shows that the video advertising industry is fast-moving, and thinking beyond pre-roll on a single device.”
For more information, please contact:
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)
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 by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations. The online advertising Industry is estimated to account for over a million jobs in Europe and contribute over EUR 100 billion to European GDP, and acts as an incubator of high-end data analytics and other digital skills that can then be deployed in the wider economy.
About Interact
Interact is the premiere gathering of Europe’s digital advertising industry, where leaders advertisers, industry experts, agencies and media owners come together to celebrate the achievements of the industry, analyse emerging business and technology trends, and reflect together on the challenges for the coming year and how best to address them.
Find out more and check out the impressive line-up of speakers here: www.interactcongress.eu
IAB Turkey AdEx-TR 2016 Report reveals that, digital ad spend in Turkey reached TRY 1,872.4 Million with a growth rate of 13.7%.
Considering the recent developments in the industry, this year IAB Turkey changed the method of analyzing data. One of these major changes is positioning “mobile” as a platform, rather than a format. Keeping only “search engine performance advertising” under “Search” category, moving “search engine ad network performance advertising” under Display are the other ones.
IAB Turkey reveals that display ad spend grew by 11% and reached to TRY 1,059.1 million. In Display Ad Category, Impression or Click Based Ad Investments had the biggest share with TRY 821.4 million. While video ad spend rises by 34% to TRY 179.8 million, Native reached to TRY 58 million.
Whereas Search Engine Ad Investments reached to 706.6 million TL, Classified & Directories escalated to TRY 91.1 million. E-mail had decreased to TRY 5.6 million probably because of Law on Regulation of Electronic Commerce. On the other hand, In-Game Advertising had increased to TRY 10 million.
Out of 1,872.4 million TL of total digital ad spend, TRY 601 million was invested to mobile platforms, including Display, Search, Classifieds & Directories, E-mail and In-Game Advertising. 64% of social media ads, which corresponds to TRY 262.4 million, invested spent on mobile devices. In 2016, programmatic trading proceeded to grow and reached to 993.8[1] million TL.
Chairman of the IAB Turkey Dr. Mahmut Kurşun, states that “At the beginning of 2016, digital ad spend had increased by 20%, which was amazing. However, because of known reasons, after mid 2016, there had been a considerable slowdown which had affected yearly performance. Still 14% of growth rate is a success. Digital is the locomotive of ad industry in Turkey, like the rest of the world. On the other hand, Accenture Strategy – Digital Disruption Growth Multiplier Report states that 22.5% of the world’s economy is consisting of digital economy. Digital technologies have a serious impact on business practices therefore digital transformation is an important topic in today’s business world. IAB Turkey, in cooperation with IPSOS Turkey and Bosphorus University Administrative Sciences Faculty, has prepared a Multiplier Effect of Digital Advertising Research, which states that; every TRY 1 invested to digital advertising increases national income by TRY 17.2. Moreover, this report states that, in 2015, digital ad industry contributed to employment by 1.26 people with its direct and indirect effects. Since digital ad technologies are among the tools to improve digital economy, sustainable growth of digital ad industry is crucial for Turkey.”
[1] The rise is too big because of low base and change of data analysis.
Read the original article here.
More than 80% of respondents in a new Ipsos study report that innovative outstream units are the most appealing and effective video format compared to other dominant video types, including pre-roll
NEW YORK, April 6 2017: Sublime Skinz, a leading global provider of skin-based advertising, today announced that its video “outstream” ad format, VideoSkinz, is the top choice for online audiences, according to a recent study — with performance significantly outpacing traditional pre-roll skippable video ads.
VideoSkinz was identified by more than 80% of respondents as the most appealing ad unit, making it the clear winner in a study that aimed to find which digital advertising formats achieved the greatest impact in the growing video market.
VideoSkinz also generated high scores for key brand metrics including ad recall, with 33% of respondents citing VideoSkinz as the most memorable format, in contrast to just 15% for skippable pre-roll.
A further 40% of consumers who completed the survey were able to quote the advertiser brand after viewing the VideoSkinz ad – which was 2.1 times higher than those who viewed the pre-roll format. VideoSkinz viewers were also 30% more likely to take action than pre-roll viewers.
Global market research experts, Ipsos, executed the study and canvassed the views of 600 respondents across the US on two core ad types — VideoSkinz and pre-roll.
“With the video market expanding at a rapid rate, this research offers vital insight for brands working to harness the power of video to better engage their audiences and boost conversions,” said Jerem Febvre, Co-Founder and President, Sublime Skinz Inc. “The higher ad recall and audience satisfaction that VideoSkinz can deliver make it the go-to choice for brands that want to succeed with video. Its ability to outperform other, more traditional formats reveals the rapid rate of evolution in the industry and raises the question — could the end for ‘classic’ video formats like pre-roll already be here?”
The study results come after a busy six months for Sublime Skinz and follow the launch of two new ad formats: VideoSkinz and M-Skinz, which are used for mobile web campaigns. The company is a leader in the march towards new and innovative methods of digital communication that pique audience attention, without intruding on their user experience.
The research was conducted via a self-complete, desktop-only online survey, with 600 participants across the US exposed to different ad formats within mock-up pages. The research, undertaken by Ipsos, was subject to strict operating rules to maximize the random nature of the sample selection and ensure accurate reporting.
Get the slides here.
Ranked the third-best organization in the global research space, Ipsos strives to deliver excellence and accurate, actionable insight. Its multi-specialist research offering covers a rage of areas including, media, advertising, marketing, social and mobile, as well as client and employee relationship management, and cross-channel data collection. From its base in France, the organization’s presence extends across 88 countries and clients are supported by over 16,000 global employees. Ipsos is listed on Eurolist - NYSE-Euronext. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
More information is available at www.ipsos.com
Sublime Skinz is a leading ad tech company specializing in the distribution and optimization of skin-based advertising. It is the first platform of its kind to provide skin-based advertising on multi device, working with advertisers, publishers, media agencies, trading desks to drive efficient campaigns at scale. Sublime Skinz provides actionable statistics and transparent insights in real time, allowing brands to capitalize on the most impactful format with the greatest coverage across multiple websites. Sublime Skinz works with a clear objective to maximize revenues and optimize 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 honored as the ‘audience favorite’ 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.
UK
GingerMay PR
Kay Seago, Senior Account Executive
kay.seago@gingermaypr.com
+44 (0)203 642 1124
US
WIT Strategy
Alexandra Levy
alevy@witstrategy.com
650-996-5758
The IAB / PwC UK Digital Adspend Study 2016 is only accessible to members.
