Following the success of the RTA series over the past two years, ACI’s 3rd edition of the Real-Time Advertising Summit will delve deeper into the main drivers, whilst showcasing best practices of the rapidly evolving programmatic landscape. More info on the event and registration here.

IAB Europe is proudly organising a panel at this event and will also be speaking on what the EU’s new privacy law means for digital advertising. Read more about the latter here.

Current State of Programmatic, Market Size and Growth - November 9th, 9AM

The panel will explore:
- The results of the 2015 IAB Europe market sizing and attitudes research
- Programmatic progress made to date and key trends in Europe
- How the European market compares with APAC and the US

Moderator:

Graham Wylie, Chairman of the IAB Europe Programmatic Trading Committee and Senior Director Market Development and Channels, AppNexus

Panellists

James Harris, Chief Digital Officer, Carat	Ben Hancock, Global Head of Programmatic Trading, CNN International & Turner Broadcasting	Simon Haynes, Head of Digital, N&S Plus	Filipe Almedia, Head of Media & Intelligence, ComOn	Geir Jangås, Director of Ads Platform Operations, Schibsted

Following the success of the RTA series over the past two years, ACI’s 3rd edition of the Real-Time Advertising Summit will delve deeper into the main drivers, whilst showcasing best practices of the rapidly evolving programmatic landscape. More info on the event and registration here.

IAB Europe is proudly organising a panel at this event and will also be speaking on what the EU’s new privacy law means for digital advertising. Read more about the panel here.

What does the EU’s new privacy law mean for digital advertising? - November 9th, 12.40PM

The EU has just adopted a new comprehensive law regulating the use of personal data across the European Union… and beyond. It broadens the notion of personal data to cover basically all data and sets out under which conditions businesses may process such data. Programmatic advertising has been a major reason for this massive reform and data driven business models will be directly affected once the new law becomes applicable in May 2018. This session provides a brief introduction to the principles of EU privacy law and how it impacts programmatic advertising, as well as an outlook of what the EU is planning next… and why post-Brexit-UK and US businesses cannot ignore it.

Speaker:

Programmatic buying has become a hot topic for digital advertisers in China. When we talk about programmatic buying, the first thing which comes to mind may be auction based real-time bidding (RTB), and it may sometimes associated with the perception of low quality inventory together with the uncertainty on price and volume. Fueled by these perceptions, brands from the luxury category still hesitate from trying programmatic buy given the strong concern on their brand protection as well as media quality.

While it is interesting to see the strong growth of non-RTB buying, it is also exciting to learn that such non RTB buying could be a potential way out for Luxury Brand to embrace the benefit of programmatic buying in terms of better target audience reach and more customized digital strategy. With this context, MEC and Xaxis came up with a pioneering luxury programmatic strategy for Tiffany to improve its OTV advertising effectiveness, utilizing alternative programmatic buying methods called Programmatic Direct Buy (PDB).

Download the case study below.

Challenge:

• Position Paco Rabanne Brand within the consumer spirit and develop both branding and image for the Lady Million perfume.
• Design and delivery of a VideoSkinz campaign including a video ad playing at the top of the page and in the background, while product images wrap the sides of the page to furtherimmerse the viewer. The campaign was delivered to a targeted audience of Women 25-35 years old.
• Skin-based advertising is higly impactful and performing, offers great viewability and engagement level, without intruding the user experience.

Download the case study below.

Challenge and Solution:

• Target all inclusive and AB+ Families
• Design and deliver a Skinz campaign the most impactful and non intrusive Skinz format through 120 sites across the USA and Canada. Higher affinity for All inclusive and AB+ Families.
• Daily performance optimization according to CTR and Viewability metrics

Click here to download the case study.

Click below to download the case study.

The following report provides further insight into the sell-side (publishers) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:

• Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
• Northern Europe: Norway, Sweden, Denmark, Finland
• Southern Europe: Spain, Italy, Portugal , Greece
• Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland

Download it here.

The IAB Netherlands  Online Video Task Force, the trade association for digital marketing, has published their Online Video Guide. The handbook provides a clear overview of the technical, operational and commercial aspects of the online video industry.

Click here to download the report in English (scroll to the bottom of the page)

Created by the Programmatic Trading Committee, the infographics aim to provide guidance on the key considerations and steps to developing a programmatic strategy for publishers, agencies and advertisers.

The infographics will help stakeholders to evaluate whether programmatic is suited to their business and to decide which operational model may be appropriate.

Key considerations for a buy-side programmatic strategy:

Get the slides here.

Key considerations for a sell-side programmatic strategy:

Get the slides here.

Interestingly, comScore research reveals that their digital preferences do contain traditional leanings, particularly when it comes to their media choices, with powerful implications for both media owners and brands wishing to target this audience.

Some key findings:

• On desktop, Millennials are responsible for 25% of the total time spent in the news/information category while they are responsible for half of the time spent in the category on mobile devices during August 2016.
• News/information sites reached almost all Millennials online in the UK, with 94% reach in August 2016.
• Millennials spend an average of 69 hours per month in the category across multiple platforms, and on mobile they spend the most minutes per visitor when compared to all other demographics.
• 'Traditional' media outlets such as the Telegraph, the Guardian and Daily Mail have a higher reach amongst Millennials than amongst the total UK digital population.
• Millennials account for 36% of the total digital audience in the news/information category and the majority are multi-platform users.
• Among Millennials, those between the ages of 25 and 34 use mobile as their key device when accessing the category – 94% are mobile-only or multi-platform users.

MMX Multi-Platform can help you understand your target audience size and engagement across devices. All of these metrics can be compared across digital media platforms and used to understand incremental or complementary activity coming from each platform. To understand what else you can – and should – learn from comScore's MMX Multi-Platform data request a demo or contact comScore.

Read the original article here.

As mobile takes centre stage, advertisers are taking advantage of its growth to engage with key audiences, the second IAB Europe Advertiser Mobile Audit reveals. More than 80% of the top retail and finance advertisers have a mobile optimised site and over half use responsive web design.

Based on an audit of over 500 advertiser sites, the insights in the report aim to inspire brand advertisers to develop their mobile understanding and presence further in the context of a mobile first consumer environment.

Mobile now accounts for a quarter of all European display ad spend, approaching 50% in most advanced markets and whilst the audit indicates that mobile is becoming an integral part of advertiser strategy it also highlights that there is opportunity to extend mobile marketing strategies. App development, such as e-commerce in the case of retail brands and branch locator in the case of finance brands is still limited in some markets.

Download the report here.

Brussels, 27 September 2016 – As mobile takes centre stage, advertisers are taking advantage of its growth to engage with key audiences, the second IAB Europe Advertiser Mobile Audit reveals. More than 80% of the top retail and finance advertisers have a mobile optimised site and over half use responsive web design.

Based on an audit of over 500 advertiser sites, the insights in the report aim to inspire brand advertisers to develop their mobile understanding and presence further in the context of a mobile first consumer environment.

Mobile now accounts for a quarter of all European display ad spend, approaching 50% in most advanced markets and whilst the audit indicates that mobile is becoming an integral part of advertiser strategy it also highlights that there is opportunity to extend mobile marketing strategies. App development, such as e-commerce in the case of retail brands and branch locator in the case of finance brands is still limited in some markets.

Key findings of the research:

• The majority of retail and finance brands have a mobile presence. Over 80% of retail and finance brands have a mobile optimised site, over half of retail brands and nearly three quarters of finance brands use responsive web design. Germany and The Netherlands exceed in this area as all retail brands in Germany and all finance brands in The Netherlands have a mobile optimised site.

• Apps are a key part of mobile strategy. Over half of retail brands and nearly three quarters of finance brands have a mobile app. In the finance sector, personal banking apps are more developed than business banking apps; twice as many finance brands have personal banking apps than business banking apps. Finance brands in CEE markets are more likely to have a business banking app, whereas the vast majority of finance brands in Spain have a personal banking app.

• Mobile sites just as developed as desktop sites. In terms of functionality for retail brands, mobile sites are catching up with their desktop counterparts. Just over two thirds of retail brands have a transactional mobile (65%) or desktop (69%) site. Store locator functionality is also catching up as just over half of retail brands now have a GPS store locator on their desktop or mobile sites. Spain exceeds in the area of mobile sites as 90% have a GPS store locator.

• Over two thirds of finance brands have a finance calculator on their desktop site and mobile site. Just as many have a GPS branch locator on their desktop site as on their mobile site. Finance brands in Turkey are more likely to have a brand locator on their mobile site (80%).

• App development lags behind mobile and desktop browser sites. A similar story prevailed in the first European Advertiser Mobile Audit report undertaken in 2015 suggesting app development is lagging behind browser sites. Retail apps still have some way to go as less than half of retail brands have transactional functionality and GPS store locators on their mobile or tablet apps. Almost half of finance brands have a GPS branch locator on their mobile or tablet app.

IAB Europe collaborated with seven national IABs in Europe (BVDW / IAB Germany, IAB Ireland, IAB Netherlands, IAB Poland, IAB Serbia, IAB Spain and IAB Turkey) to audit the top media spending retail and finance advertisers in the local markets. Mobile is a key priority for IAB Europe and it aims to drive the uptake of mobile brand advertising through its recommendations, research and insights.

Ben Rickard, Head of Mobile EMEA, MEC said “We live in a mobile first environment so it is great to see that brands are developing their mobile strategies across web and apps.  Mobile display experienced more than 60% growth in 2015, which goes to show its importance to advertisers as they look to engage with their best audiences.”

Download the Advertiser Mobile Audit report here.

For more information, please contact:

Marie-Clare Puffett – puffett@iabeurope.eu

Methodology

• The seven participating IABs reviewed two advertiser sectors, retail and finance, to establish how mobile ready the brands within those sectors are.
• The top retail and top finance brands according to total media spend in the local market were audited during July and August 2016. 525 advertiser sites across the seven markets were audited in total.
• Desk research was used to manually check each brand against a set of criteria.

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.