The eyes of the world are once again focused on Brazil, as the country plays host to the biggest global sporting event, the Olympic Games. For digital users, this increased attention has manifested itself in changes to online audiences and behaviour for the Olympics official website and the Sports category, not only in the host nation, but very noticeably across Europe. Social media is a crucial communication medium for live events, in this case being used to provide and distribute news and information about the games. Facebook was the main social platform used to share official content before the event, but Instagram has overtaken as the social media star for engagement during Rio 2016.
Some of the key findings:
MMX can help you understand your target audience size and engagement across the globe. All of these metrics can be compared across digital media strategies and used to understand incremental or complementary activity coming from each of them.
To understand what else you can – and should – learn from comScore's MMX Multi-Platform data: Request a demo or contact comScore.
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Join this webinar to gain insight into the results of the AdEx Benchmark 2015 report including trends, formats and cross-market comparisons.
Monday 19th September 3pm CEST / 2pm BST - If you've missed it, the recording is available here!
This webinar draws on the insights of the IAB Europe AdEx Benchmark 2015 report, the definitive guide to the state of the European online advertising market.
The report reveals some of the key milestones of the last ten years culminating in this year’s market value of €36.4bn surpassing the €33.3bn European TV market for the first time. This webinar will dive deeper into trends, formats and market by market growth across Europe.
Daniel Knapp, Director of Advertising Research at IHS Technology, IAB Europe’s research partner, will present the report’s findings.
The presentation of results will be followed by a discussion between the following industry leaders commenting on the findings and their perspectives on future trends:
Daniel Knapp, Senior Director, Advertising Research, IHS
Daniel is a Senior Director at IHS, where he oversees the global advertising research, consulting and forecasting practice. His key research areas include media market disruption, the re-architecting of the media industry through data-driven approaches, platform economics, advertising technology, and media M&A. Daniel works with a diverse array of organizations from investment banks, global media and entertainment groups, to governments and technology firms, advising on strategy, providing due diligence, trend modelling and expert insight. His insights have appeared in the New York Times, The Guardian, Le Monde, Variety and other international newspapers and industry journals. He is a regular guest on TV and radio, and frequent speaker at industry and academic conferences and policy round tables. Prior to IHS, Daniel worked in media policy for the State Chancellery in Dusseldorf, Germany, and as a Research Fellow at the European Institute for the Media, a think tank. Daniel studied in Germany, Finland, Paris and London and holds an MSc from the London School of Economics (LSE), where he is also completing a PhD.
Jean-Paul Edwards, Strategy and Product Development Director, OMD EMEA
Jean-Paul has been with OMD for 20 years. He founded Manning Gottlieb OMD’s Digital team in 1997, and led the agency Media Futures offering. He now works at OMD EMEA to drive development of the network’s offering in a digitally led, data centric media environment. Outside of work Jean-Paul is kept busy by three children, he is a keen skier and reader across a wide range of embarrassingly geeky topics.
Anita Caras, Head of International Research & Consumer Insights, AOL
Anita Cara
s is responsible for leading a team of high performing insight professionals spanning all markets outside the US. Under her direction, the team are responsible for delivering consumer insights and data assets that generate demand, support International revenue commitments and help build AOL’s 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 content pieces, which are distributed both internally and externally to agencies, advertisers and journalists across the Globe. Anita’s 20+ years of media research experience have been drawn from roles both media owner and agency side. Prior to joining AOL, Anita held roles at: Microsoft, ITV, Viacom Brand Solutions/MTV and ZenithOptimedia both in Australia and in the UK. Before that, Anita taught media production and journalistic skills to college children in Long Island, USA.
Daniel Williams, Global Online Media Manager, Shell
As Global Online Media Manager at Shell, Dan is responsible for the strategy, performance and measurement of Shell’s digital media investment. Prior to working at Shell Dan spent several years working in digital media agencies working across a range of industries from finance and telecoms to high street fashion, with a range of B2B and B2C clients.
Attend this Webinar to find out more about:
• The European online advertising market: size and growth
• How online advertising performs compared to other media
• Trends in display, paid-for-search, classifieds & directories
• The rise of video and mobile advertising in Europe
• What is driving growth in the market?
• What is holding back online advertising?
• Comparison of 27 European markets
After registering you will receive a confirmation email containing information about joining the webinar.
It’s no secret that Europe has established itself as a hot bed for ad tech innovation. Fuelled by the uptake of programmatic, this is creating an increasingly lucrative market for ad tech. While the US still represents roughly half of global programmatic spend, Europe is now hot on its heels with the UK, France and Germany prevailing as more established markets.
In fact, the IAB Europe’s latest AdEx Benchmark report found that the digital advertising market has now reached €36.4 billion and is the largest advertising medium in Europe, overtaking television for the first time last year. Programmatic advertising’s market value increased to more than €3.6 billion with 40% of desktop display revenue generated programmatically. According to a report on the Attitudes towards Programmatic Advertising, also from IAB Europe, programmatic trading will continue to grow, with over 90% of study respondents – including advertisers, agencies, and publishers – predicting that their programmatic investment and revenue will continue to increase over the next 12 months.
When you break this spend down by market, it’s no surprise that the UK has clearly established itself as an advanced market alongside the US – MagnaGlobal has estimated that in the UK, programmatic will be valued at $7.7B by 2017 while eMarketer predicts that total digital ad spend for the UK spend will reach $14.4B by 2017, representing more than half of all brand spend. The majority of UK publishers are considering programmatic, or have already embraced programmatic monetization. For example, in the UK, real time bidding has without doubt become an incredibly vital part of the digital ad stack.
While the UK is certainly the biggest European market for programmatic, we see clear opportunities for growth in key markets on the mainland over the next twelve months, with the Netherlands and Nordics continuing to gain strong programmatic penetration, particularly as the Netherlands has had the highest programmatic adoption rate in Europe. We’ve also seen a recent programmatic push in Finland, with three-quarters of advertisers having bought ads programmatically in 2015, showing that the technology is now becoming an established part of the country’s media buying process.
Outside of the UK, programmatic adoption is still high, as publishers view it as essential to their marketing strategy – however, the IAB Europe report found that in most European markets, the biggest barriers to investing in programmatic remain underdeveloped skill sets and data quality, while uptake has also been hampered by a lack of transparency and the inability to scale across some of the more fragmented markets. For example, the same research from the Association of Finnish Advertisers found that almost half, 44 per cent, of advertisers polled cited a lack of transparency as one of the leading challenges to programmatic uptake in the country.
On the flip side, programmatic hasn’t seen mass uptake in Germany yet, partly because it is still dominated by big publishing houses that are typically slower to embrace new technology. Germany has the same ability to scale like France, the UK, and Nordics; however, there is still a walled garden approach to their sales strategy. Premium inventory segments are clustered in various walled gardens and sold as such to partners with long term established relationships. In addition, Germany has one of the highest ad blocking rates across the EU, so premium publishers prefer to keep control within these closed markets.
While Germany is controlled, not by the demand side, but by the publishing side of the business, it follows a similar path to programmatic growth as other countries in key EU markets. And, working together, these markets are moving in the right direction. We now have clear, established best practices for overcoming the challenges of brand safety, fraud, viewability and latency. In addition, the inception of header bidding is flipping the current publisher model on its head; challenging the traditional ‘waterfall’ approach and promising increased yield for publishers who are struggling to optimize their programmatic revenue.
With 87% of advertisers, 92% of publishers, and 93% of media agencies now deploying some form of programmatic advertising in Europe, it goes without saying that these markets are all quickly catching up to the more developed US and UK territories as programmatic adoption moves from back room tactics to boardroom necessity. What will be interesting to see going forward is how much these markets will benefit from having been a little more cautious in their uptake of programmatic until now. They are likely to find themselves in an advantageous position that will see them learn from the initial mistakes made by those in the more mature programmatic markets and we may start to see the adoption rate increase much more quickly in the next year.
The search for information and news around the UK’s historic referendum on the EU membership had a dramatic impact on digital behaviour. Key content categories such as Politics and Government saw significant changes to their audience behaviours and compositions, while mobile devices played a key role for instant news. The ‘referendum effect’ also extended beyond the UK, as international visitors used local sources to make sense of proceedings.
The referendum helped drive substantial increases in the number of visitors to politics sections of news /information websites in the UK. While the total digital population of the News/Information category remained flat during the first half of the year, the audience of the politics category grew 136 percent across all devices, reaching 51.3% of the total digital population in June 2016. The Guardian Politics ranked 3rd in the world with the news around politics ranking during June 2016, a 529% increase in their worldwide population from January 2016 to June 2016.
Whilst all devices showed increases, mobile (smartphone and tablet) time spent on politics sections increased 702% between January and June 2016. Mobile proved essential, with mobile only and multi-platform users accounting for two thirds of the category’s total digital audience. The UK audience also spent 5x more time in the category on their tablets, with 38% of the total tablet audience in the country visiting this type of content in in June 2016.
Showing the biggest growth in the News/information - Politics category across Europe, ABOUTMYVOTE.CO.UK was the 5th most accessed website in its category in June 2016. This surge in activity was largely driven by a growing share of Millennials, who dominated the site’s audience in June.
Seeking news at source, the ‘referendum effect’ delivered new international audiences to the UK news properties. BBC News, for example, had dramatic uplift for users in Germany, where the audience increased by over a third in June compared to earlier in the year. Increases in France and Spain were also ahead of the uplift experienced at home in the UK. Despite being further away geographically, the EU Referendum likely contributed to the 11% uplift seen in BBC News’ audience in the USA.
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.
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dmexco is the global business and innovation platform of the digital economy. It enables visitors to experience disruptive trends and defines the business potential of tomorrow. This is the meeting place for makers and shakers, visionaries marketing and media professionals, techies, and creative thinkers. dmexco combines the leading trade fair for digital marketing with an extraordinary conference – and it’s the sector’s top event of the year.
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Remember to also check out our DMEXCO Policy Panel and the Fireside chat!
Join us in Seminar room 2 at 13:00 on 14 September
Stakeholders are reaping the benefits of concrete business impacts from investing in programmatic advertising, according to IAB Europe’s second Attitudes towards Programmatic Advertising report . In this panel representatives from across the digital advertising ecosystem will come together to discuss the latest programmatic advertising spend trends, the drivers and challenges and the future of programmatic in Europe. Gain insight into how programmatic strategies and models evolve as users and markets develop in experience and sophistication across the region.
Moderator:
ALISON FENNAH
Executive Business Advisor, IAB Europe
Alison is responsible for expanding the IAB Europe research and marketing programmes. Alison brings with her over 20 years experience in marketing, business development and finance. She was previously Executive Director of the European Interactive Advertising Association, and joined IAB Europe when the two companies merged in May 2011. Alison helped to launch the EIAA in 2002 and oversaw the development of a wide-ranging activity programme involving: consumer, advertising and market research; event programmes across Europe; standardisation activities and education, of both the market and government, on the role of interactive advertising all aimed at growing the European interactive advertising market. In the 1990s, Alison worked in senior roles in European Marketing and PR with companies such as Yahoo! and Acclaim Entertainment, she also worked on the launch of some of the first Sony Playstation games. Alison started her career with Barclays in a variety of international banking roles. She speaks five languages and has a BA Hons degree In French and Spanish from Birmingham University.
Speakers:
DANIEL KNAPP
Senior Director, Advertising Research, IHS
Daniel is a Senior Director at IHS, where he oversees the global advertising research, consulting and forecasting practice. His key research areas include media market disruption, the re-architecting of the media industry through data-driven approaches, platform economics, advertising technology, and media M&A. Daniel works with a diverse array of organizations from investment banks, global media and entertainment groups, to governments and technology firms, advising on strategy, providing due diligence, trend modelling and expert insight. His insights have appeared in the New York Times, The Guardian, Le Monde, Variety and other international newspapers and industry journals. He is a regular guest on TV and radio, and frequent speaker at industry and academic conferences and policy round tables. Prior to IHS, Daniel worked in media policy for the State Chancellery in Dusseldorf, Germany, and as a Research Fellow at the European Institute for the Media, a think tank. Daniel studied in Germany, Finland, Paris and London and holds an MSc from the London School of Economics (LSE), where he is also completing a PhD.
GERHARD LOUW
Senior Manager, International Media Management & Digital Transformation, Deutsche Telekom Group
Gerhard Louw has been with Deutsche Telekom AG at the headquarters in Bonn, Germany for more than 9 years. As Senior Manager, International Media Management & Digital Transformation, he is responsible for steering and coordinating the international media function for the Deutsche Telekom Group across its 13 national telecommunication companies in Europe. A strategic focus area for him is the digital transformation of media & marketing: the way consumers connect with brands and screens (today and in the future), the way advertisers can use data & technology to shift from mass communication to targeted communication as well as the role of agencies and suppliers in the transformation process. His professional background spans 20 years and includes many aspects of marketing management on local and global levels, having worked in four of the most dynamic industries: advertising, fast-moving consumer goods, IT & Telecommunications. A South African native, Gerhard has worked across 4 countries and 2 continents, speaks 4 languages and truly enjoys working closely with people from different countries and cultures in cross-functional and virtual teams. He has two business degrees and a post graduate diploma, is a registered Coach and a workshop facilitator & moderator. He recently published his first book, a guide to finding one´s feet and integrating in Germany.
ALEX STIL
Chief Commercial Officer, GroupM Connect Worldwide
Alex is known as a results-driven senior "digital" executive with unique combination of operational, digital and creative experience. Alex is widely recognized as a passionate digital pioneer and entrepreneur in the online media market. Currently CCO at GroupM Connect where he is commercially responsible for al real-time media management activity in the group. Prior to this he was leading digital in the EMEA region at Mindshare combined with leading programmatic media globally. He started his career at GroupM in 2008 as COO Mindshare Netherlands. Prior to joining Mindshare in 2008, Alex was CEO and co-founder of Reddion, the first online media agency in Europe, which was sold to WPP in 2007. With Reddion Alex worked for clients to develop their digital knowledge and assets and was overall responsible for all their digital campaigns. Clients Alex worked for are: Unilever, KPN, monster.com, ING, Dell and Kodak. Next to CEO of Reddion Alex was in the same period also shareholder in Bloosem Media, a successful search engine marketing in the Netherlands. Alex started to work in the digital market in 1996 as managing director of Arthouse Multimedia, a subsidiary of Arthouse design & advertising. He and his companies have received numerous industry honors such as Spin awards, Amma; Agency of the year 2x, Dutch search engine marketing award, Dutch email marketing award and was nominated twice as online media man of the year.
DAVID GODDARD
Global head of Programmatic Trading, Advertising Sales BBC Worldwide
David is responsible for programmatic advertising across the BBC’s commercial digital portfolio across the globe. He is focused on automating the BBC’s display and video advertising and ensuring that its inventory is discoverable in all markets outside of the UK. Prior to joining BBC Worldwide in 2014, David was responsible for programmatic trading at Gumtree (part of eBay inc) where he was at the forefront of premium programmatic trading in the UK, setting up Gumtree’s first private market place in 2011. Before Gumtree, David worked at London Metro.
HENK VAN NIEKERK
Head of Publisher Services, AOL International
Henk van Niekerk is Head of International Publisher Services at AOL International. In this role, he leads the international publisher teams in all markets outside of the US across EMEA, Americas, APAC and SEA. Henk is responsible for seeking out and developing relationships with large publishers, content and syndication partners, and programmatic demand sources to increase the adoption and usage of ONE by AOL for Publishers display, mobile and video advertising platform and services. During his time leading the international publisher business, Henk has built a team that works with publishers to show how AOL can provide all the tools to successfully monetise their properties. Before joining AOL in 2013, Henk oversaw publisher sales and inventory operations at video ad platform Adap.tv. Henk has spent more than 16 years in the gaming, entertainment, advertising and technology industries holding a wide range of positions in business development, sales, operations and marketing.
Don't get lost - dmexco is bigger than ever! Download the floor plan here and join us in Hall 5, Seminar room 2!
About the Expo
Within just a few years, dmexco has developed into the most important meeting point for the global digital economy. This is where visitors can conclude direct business deals, make valuable new contacts, and evaluate business ideas. The expo presents all the relevant brands of the digiconomy. The focus is on dialogue – and that certainly pays off. Around 50,000 visitors and more than 950 exhibitors are expected in 2016.
About the Conference
Thanks to its outstanding international conference program, for two days dmexco will be the hotspot of the digiconomy. The leading thinkers of the digital economy will be coming here from all over the world in order to present and discuss the latest trends and innovations. Visitors can look forward to a full program of practice-oriented presentations by top international speakers, lively discussions, and a wealth of new impulses.
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This blog article was originally published on the TYPES Blog. TYPES is a EU-funded programme under Horizon 2020 whose aim is to support growth in the online advertising industry through trust-enhancing tools and technologies, in the face of the growing popularity of advertising mitigation software such as ad blockers. IAB Europe plays a critical role in this programme, by providing insights and inputs from the digital advertising industry perspective.
As from 2018, under the newly adopted General Data Protection Regulation (EU) 2016/679 (GDPR), the Article 29 Working Party (WP29), bringing together the European Union’s national data protection authorities, will become the European Data Protection Board (EDPB).
The Working Party recently published its work programme for 2016 – 2018. The plan reflects the significant changes to the regulatory landscape arising from the adoption of the GDPR, and indeed was accompanied by a supplementary statement drilling down on GDPR-specific priorities. Both documents illustrate the important institutional implications of the new Regulation, which the WP29 will need to manage while continuing to perform its advisory role on substantive matters.
So what have the Data Protection Authorities (DPAs) identified as their priority tasks for the coming two years?
The work plan for 2016 to 2018 is laid out according to Working Party’s structure of eight sub-groups.
The eight subgroups cover a range of substantive topics, and includes one cooperation sub-group which is tasked with overseeing any coordinated actions by DPAs, specifically those around the consequences of the Court of Justice of the European Union (CJEU) case which invalidated the Safe Harbour arrangement.
The other seven subgroups focus on these substantive issues:
All of the subgroups will be re-examining the opinions relevant to them in light of the new legislation, to hammer out any inconsistencies. Particularly interesting for the TYPES project are the Technology and Key Provisions subgroups.
The Technology subgroup looks at technological developments and their impact on privacy – for example the Do not Track standard. It also works on the topic of user friendly and privacy-complaint was of informing and expressing consent by way of smart devices, the e-Privacy Directive, and the Digital Single Market.
The Key Provisions subgroup, on the other hand, will be looking at interpreting all the key concepts contained in the new legislative framework, which could have some interesting results.
In the action plan on implementing the GDPR, issued on 2 February 2016, the WP29 indicates it will add new objectives and deliverables to the action plan in 2017, and also states that it will regularly consult relevant stakeholders (where appropriate) about the implementation of the GDPR.
The plan has four priorities, two of them being directly related to the creation of the EDPB. One such priority is setting up a Task Force dedicated to creating a structure for the EDPB in terms of its administrative aspects, such as IT, human resources, and budget. Another priority is focusing on communications around the EDPB – making it “visible and identifiable as a key player which legitimacy stems from the DPA”. As a part of this it aims to create an online communication tool.
The other two priorities set out are largely based around continuing to fulfill its role as the EU-level privacy watchdog; issuing guidance on new concepts introduced by the GDPR, and preparing the consistency mechanism. This includes designating a lead data protection authority, the one-stop shop that was promised for enforcement cooperation, and creating the vaguely termed ‘EDPB consistency mechanism’.
This consistency mechanism is a reference to Article 63 of the GDPR, a mechanism through which DPAs cooperate to contribute to the consistent application of the GDPR. There are several references throughout the GDPR to this consistency mechanism so it will be quite an important issue for the EDPB to get right. The recitals explain it a bit further – the mechanism should apply in any cases where national DPAs may adopt a decision that affects a large number of people in multiple Member States.
The question still remains whether becoming the EDPB is more than simply rebranding. The work plan seems to indicate that the WP29’s subgroups will be continuing their work as usual, but the action plan indicates that some substantive changes will need to happen in the coming year and a half. Particularly, the administrative restructuring of the WP29 and the focus on improving its communications indicate that the EDPB wants to have a louder voice and become a more prominent body. This makes sense given the GDPR assigning a stronger role to DPAs. Added to that are several provisions in the GDPR where the EDPB gets to have the final say. Based on this, it’s safe to say that the EDPB is not simply a rebranded Working Party, but a larger and more important body.
Programmatic advertising has become an essential component of modern marketers’ digital strategies. With its real time insights, granular targeting, effective tracking, and precise cross-device capabilities, programmatic advertising has gone mainstream, with most publishers now offering premium inventory for Real-Time Bidding (RTB) buying.
However, nothing comes without challenges.
A major concern for marketers in regards to RTB has always been brand safety. Marketers naturally need their ads to appear on sites that align with their brand’s DNA. Unfortunately, when inventory is purchased via an open ad exchange, brands do run the risk that their ads could appear on undesirable sites due to nefarious activity.
However, since the dawn of programmatic, Adform has invested considerable resources into creating a wide range of market leading data science solutions based on complex algorithms to effectively combat fraudulent activity.
As experts within the field, we are fully dedicated to providing our clients with a brand safe programmatic environment, and actively support initiatives that help us ensure that we remain at the very forefront of brand safety. We have therefore been assisting the European Commission and IAB Europe at the Intellectual Property Right (IPR) Enforcement Conference in a project which aims to eliminate commercial scale online IPR infringements by preventing money from online advertising budgets flowing to websites based on such activities.
At the conference, a wide range of key European and international decision makers, public representatives, enforcement agencies, multinational companies and other stakeholders reviewed the progress made and planned the next steps in arranging and applying new measures to further disrupt and suppress all IP infringing activities at their source, with the goal of ensuring full supply chain integrity.
Being part of the IAB Europe Policy Committee and the Digital Single Market Task Force, our CTO Jakob Bak said of the project:
“This initiative is a very welcome collaboration between government bodies and the industry towards ensuring brand safe advertising placements. On a more practical level, I initially expect the initiative will help ensure that the process of sharing black lists (of IPR infringing sites) with local police, enforcement agencies and other industry partners becomes a much more streamlined and common practice. Further down the road, I expect that increased industry participation (based on a self-regulatory approach) will result in higher commitment by advertisers, intermediaries, sell-side networks and exchanges. This is key in order to effectively eliminate advertising revenue flowing to these illegal websites, and will thereby disrupt IP infringing activities. This initiative is a positive development towards increased industry collaboration and commitment in regards to tackling the larger issues I see in terms of combatting programmatic fraud.”
The initiatives regarding online advertising are only a part of the Commission’s focus, which also deals with the illegal counterfeiting of physical goods. However, Jakob Bak sees similarities between counterfeiting physical goods and ad fraud:
“In my view, online advertising fraud is simply digital counterfeiting, as fake inventory is often sold while labelled as a premium brand. Although Adform has our own powerful fraud prevention technology (called Bearskin) in place, I believe that the sheer existence of this significant issue is hurting the industry in general, in particular programmatic, through the total allocated budgets as well as through the continued funding of criminal operations which fuels even more advanced fraud, such as malware, hacking, DDOS attacks and the like. We hope that this initiative will act as a catalyst to expand the commission's focus to ultimately tackle these problems as well."
To learn more about Adform, IAB Europe and the European Commission’s battle against IPR infringement, or our own Fraud Detection solutions, please contact Jakob Bak here.
Further information on the event can be found here.
Read the original article here.
Guy Phillipson, the Chief Executive of the UK’s Internet Advertising Bureau has announced his intention to step down in January 2017 after exactly 12 years heading the industry body. Phillipson will stay involved in the media business through advisory and non-executive roles.
Since his appointment in January 2005, the UK online advertising industry has experienced rapid growth, from £825m to £8.6bn in 2015, representing a world record 43% of total UK media expenditure. During his time as CEO, Phillipson transformed the IAB to become a valuable, free resource for marketers, encouraging best practice and setting standards for audience measurement, brand safety, and ePrivacy through the global Ad Choices programme.
He also devised and launched the IAB's Engage conference which endures as the focal point of the year for the digital advertising industry in Britain.
IAB UK, CEO, Guy Phillipson said, “For me, leading the IAB has been the most rewarding and exhilarating job in the world, navigating the growth of video, social, mobile and programmatic advertising – none of which really existed when I took over. But the best part has been recruiting and nurturing a team of top professionals, and working with incredibly bright and supportive member companies right across the global digital industry. So to be moving on at a time when the UK is so far ahead, and digital advertising is a large, vital ingredient to the success of all ad campaigns, is a big decision for me. But the time feels right”.
Richard Eyre, CBE, Chairman of IAB UK said, “Guy has transformed the IAB, creating a model trade organisation of 1200 businesses which has played a consistent role in building confidence in online marketing. He has achieved this with tenacity, humanity and a lot of laughs. His place in the history of online advertising is assured. We'll all miss him, but he’s played a blinder”
The IAB UK will be considering internal and external applications for the position of CEO, with a view to appointing Phillipson’s successor before the year-end.
For more information contact:
Harriet Gale, Senior PR & Communications manager, IAB UK, +44 020 7050 6957, harriet@iabuk.net
About the Internet Advertising Bureau UK
The Internet Advertising Bureau (IAB) is the UK trade association for digital advertising, representing most of the UK’s leading brands, media owners and agencies. Given the rapidly evolving nature of the digital landscape, the IAB works to ensure that marketers can maximise the potential of digital media and mobile devices, helping members engage their customers and build great brands. By disseminating knowledge and fostering dialogue through research, policy guidance, training and events, the IAB aims to be every marketer’s authoritative and objective source for best practices in internet advertising. To access the IAB’s current research, policy briefings, training opportunities and events schedule, please visit www.iabuk.net.
Below you can find a list of recordings for all 2015 webinars hosted by IAB Europe.
The IAB Europe European Programmatic Market Sizing report reveals that the European Programmatic market grew by 70.5% reaching €3.65bn in 2014. This webinar dives deeper into the trends driving this growth.
The recording is available here.
The white paper includes an EU-level estimate of the number of jobs attributable to digital advertising, using a new approach that is intended to finesse the shortcomings of some earlier attempts, but without constituting a full, formal economic impact assessment.
The recording is available here.
This webinar addresses how sell-side stakeholders can develop their programmatic strategy including considerations for choosing an SSP, how to use data effectively and how mobile and video can be developed as part of this strategy.
The recording is available here.
This webinar addresses how brand advertisers and agencies can develop their programmatic strategy including considerations for choosing a DSP, how to use data effectively and how mobile and video can be developed as part of this strategy.
The recording is available here.
This is the second of two webinars showcasing the winners of the 2015 IAB Europe Research Awards which recognise and celebrate the contribution made to the development of the industry by innovative research projects and the teams behind them.
The recording is available here.
This webinar explores the trends in the Global Mobile Ad Revenue 2014 report.
The recording is available here.
This webinar explores some key considerations from the IAB Europe Road to Programmatic white paper for developing a programmatic strategy.
The recording is available here.
This webinar explores the trends of the IAB Europe AdEx Benchmark 2014 report, the definitive guide to the state of the European online advertising market.
The recording is available here.
This is the first of two webinars showcasing the winners of the 2015 IAB Europe Research Awards which recognise and celebrate the contribution made to the development of the industry by innovative research projects and the teams behind them.
The recording is available here.
This webinar provides insight and education into Programmatic Trading and how it is developing across Europe drawing on some of the content of the IAB Europe Introduction to Programmatic Trading white paper.
The recording is available here.
Below you can find a list of recordings for all 2016 webinars hosted by IAB Europe. This list will be updated regularly.
Drawing on some of the case studies within the programmatic library the webinar showcases how programmatic works and how it can deliver on key objectives.
The recording is available here.
Drawing on some of the case studies within the programmatic library the webinar showcases how programmatic works and how it can deliver on key objectives.
The recording is available here.
This is the first of two webinars showcasing the winners of the 2016 IAB Europe Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
The recording is available here.
This is the second of two webinars showcasing the winners of the 2016 IAB Europe Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
The recording is available here.
Criteo Dynamic Retargeting helped La Redoute unlock a new sales stream and convert new customers across Facebook’s desktop and mobile properties.
By adding Facebook Dynamic Ads to its existing Criteo Dynamic Retargeting campaigns, La Redoute converted +10% more customers at about half the cost of sale. Criteo’s tight integration with Facebook Dynamic Ads and ability to capture purchase intent across the entire shopping journey enabled La Redoute to reach new customers across Facebook properties when they were most likely to convert, generating 28% incremental sales from new product discovery at 18% lower cost per order
Click the button below to get the case study.
The future of data for programmatic advertising is bright but is not without its challenges. brands, agencies and publishers have made their steps in developing their programmatic strategy in the last few years and some even more strategic steps. However, more and more recognise that Programmatic without data is very linear and its getting more difficult to reach the goals with every additional buyer. So data is the key to being a smarter buyer and seller. If you want to get your customer journey or attribution model straight you have to get all your own data together, if you want to leverage your bidding on programmatic platforms you need third or second Party data to be the smartest buyer out there, because with every additional buyer it becomes harder to get the right impression at the best CPM.
Unfortunately getting data is still not that easy. For third party data, the markets need quality, transparency and reach for the buyers across multiple markets and countries. Second party data requires platforms and technologies directly at the data owners and if they have a data technology in place, it must be compatible to the technology of the partners or must be connected with an API (application programming interface - a direct connection between two different systems). And for first party data you need technology in place to start with and then questions, like “inhouse data privacy questions” or “how do we deal with opt in and opt outs of our users and customers” have to be addressed
If you are global brand with 50 countries and regions, 20 different brands and units and different regulations across markets or unexpected challenges like “UK leaving the EU” it is very challenging, takes time, resource and the right technology partners to accomplish a programmatic data strategy. But in the end, no one has a choice. Businesses will automate what can be automated, they will do digital advertising where possible and in the future trade all advertising programmatically.
However, reaching the target audience using data and programmatic is not the end, the message needs to be relevant and with the rise of ad blocking this is more important than ever. Data provides the possibilities to reach those audiences with relevant ads and content they want to look at.
So programmatic is here already, now it’s the right time to get the strategy for data right.
IAB Europe and its members is currently working on producing a white paper outlining how to use data in programmatic trading effectively, watch out for this publication in September. The Road to Programmatic white paper provides guidance on key considerations for developing a programmatic strategy.
