Consumers are consuming more and more digital video content and as such digital video advertising showed significant a growth of 35.8% in 2015 and is driving brand spend into online (IAB Europe AdEx Benchmark 2015 report). However there remains little insight into the current adoption, strategies and attitudes towards the format.
Therefore, IAB Europe invites brand advertisers, agencies and publishers to share their thoughts on digital video advertising in this survey to elevate understanding and identify areas for guidance to help with strategy development.
The survey will take no longer than 10 minutes and will close on Friday 16th September. Participants will be among the first to see the results and your input will help shape future IAB Europe work streams. Please pass on the survey link to any relevant colleagues. Your response will be treated in the strictest confidence.
Take part now: https://www.surveymonkey.co.uk/r/IABEUvideo
Thank you for helping us to create another important asset for the European digital industry!
The global advertising landscape continues to evolve as investment shifts to digital across various devices and channels. This change in direction underscores the need to understand your campaign audience delivery across screens in a way that is comparable and easily actionable. This release of Nielsen's Digital Ad Ratings benchmarks and findings gives you an inside look into audience delivery across four geographic regions with the market specific information required to make strategic decisions around how you invest and optimize your campaigns.
With a new industry focus on digital advertising there has been a burst of new metrics and targeting capabilities, but this has not been enough. In the UK, 45% of impressions delivered to campaigns targeting Persons aged 25-54 ended up reaching the wrong target audience. And this only gets lower for more narrowly targeted campaigns.
Nielsen can help solve the audience delivery problem by giving you benchmarks that quantify performance against all the key demographics at global scale. This is quantified by measuring a campaign’s “On-Target Percent.” and can give useful information about when further optimization is needed. These benchmarks continue to become more robust and will expand as Nielsen starts including results from the nine new markets they on-boarded this year, bringing the total to 17 Digital Ad Ratings markets globally.
Download the report below
<strong> Get the slides <a href="https://www.slideshare.net/IAB_Europe/joint-industry-statement-e-privacyfinal1?ref=https://iabeurope.eu/" target="_blank" rel="noopener">here</a>.</strong>
Remember the internet before web browsers? I didn’t think so.
Before the advent of Netscape as the first commercial web browser in 1995, the potential of the internet lay stagnating in technological silos. In his book, The World Is Flat, Thomas Friedman describes the launch of Netscape in 1995 as one of ten levellers of globalization or “flatteners” that made the world what it is today.
Now, programmatic advertising for mobile finds itself in a similar situation to that of the pre-browser era. There are lots of screens, lots of ways to track users, lots of ways to deliver ads and none of them communicating together to deliver a holistic, customized user-targeted ad experience.
Or as the IAB puts it, “while the potential for mobile advertising is enormous, it is challenged by the lack of tools available to meet advertisers’ needs for targeting their desired audience and tracking the effectiveness of their spend…”
And yet, it’s an exciting time because we can see that potential – while advertising in VR might seem like a futuristic thought, it’s going to happen quicker than you think.
So what’s the solution? At the moment, there isn’t one and in the end it might not be a single “missing link” that creates the final holistic experience. Tech partners will need to work together to find the key that’s going to create the next Netscape. And to some extent we already are. Here are just two innovations being used right now to make technology flatter.
Tracking users: universal logins and device fingerprints.
We’ve all seen the rise of universal logins across the internet. This is when we’re given the option to login to a new online experience using an existing account, whether on Google, Facebook, Microsoft or Twitter. According to the IAB, “This type of tracking is limited to specific vendors, but enables companies with this type of universal login to gather data across applications and devices.”
Another effective way to track users is using device fingerprints. This type of software collects data points on any device in the online environment without the use of cookies. That means that this type of solution can be used to fully or partially identify individual users or devices even when cookies are turned off.
Deploying data to match the ad opportunity: Hadoop and Kafka frameworks.
With so many data points being collected from across devices, it’s important to be able to maximize the value of that data, and it’s open-source frameworks that help us do that. We use what’s called a Hadoop framework to store and aggregate the huge amounts of data ad tech can collect. Kafka frameworks are used to move real-time data feeds, since, in our industry the timing and speed of processing and utilizing data is critical.
What does this mean for publishers and advertisers? There’s a lot we can do with what we have now.
With the tools we have now to track users and deploy data in real-time, a platform like ours can already evaluate tons of strategic data to serve up users a well-targeted experience in real-time. But we’re also pushing towards the next breakthrough. New platforms and new publishers will continue to innovate the communications industry and we must continue to innovate along with. Groups that help standardise technology requirements will help this innovation scale. Organisations such as IAB Europe have helped by simplifying the landscape of mobile ad formats across Europe and reducing the processes and costs related with planning and booking national and Europe-wide brand advertising campaigns with the Mobile Brand Builders ad format recommendation. This helps setup the market for continued growth by getting everyone on the same page. The world of mobile will continue to accelerate and grow. It’s exciting to get up every day and be able to work on new technology that will bring the industry one step closer to a holistic, customized user-targeted ad experience, a tech-flatter world.
I can’t wait to see what that world will look like.
The results were truly exciting - the research found that users scroll more in social feeds, but spend less time engaging in the content and that 23% of users are more likely to read content within premium articles vs. in social feeds. One of the most interesting takeaways was where eyes were on skippable pre-roll: nearly 9/10 of users viewed the skip button within skippable pre-roll, while 3 in 4 users skip these ads.
Download the report below.
The majority of Europeans own a smartphone, making the platform a key consideration for any industry. How can retailers best leverage consumers’ consumption habits?
An analysis of the mobile landscape taken from comScore Mobile Advisor reveals the differences in smartphone adoption in Europe, as well as the use of apps and browsers for smartphone purchases.
Key Findings:
The ability to understand how smartphones are growing as a vital commerce channel is important for retailers to optimise the right platform experience and engage their target audience. To learn more about comScore mobile solutions including Mobile Advisor, MobiLens, Mobile Metrix, and MMX Multi-Platform, please contact comScore.
You can read the original article on the comScore website here.
Brussels, 5 July 2016 – The tech and telecom industries call for the e-Privacy Directive to be repealed. We believe that simplifying and streamlining regulation will benefit consumers by ensuring they are provided with a simple, consistent and meaningful set of rules designed to protect their personal data.
At the same time, it will encourage innovation across the digital value chain and drive new growth and social opportunities. This is critical at a time when digital companies are striving to launch new innovative services and working to build a 5G Europe.
In this context, we believe that the review process of the e-Privacy Directive offers a unique opportunity to achieve a simple, clear and horizontal approach to digital regulation. Sector-specific rules on privacy are no longer able to address the challenges of the digital age.
For this reason, we believe that Europe should fully take stock of the General Data Protection Regulation (GDPR), which creates a comprehensive set of horizontal rules ensuring high levels of data protection.
During the review of the e-Privacy directive, we believe that the EU should:
Such an approach would also be in line with the Digital Single Market Strategy and would help achieve further concrete steps in the context of the Commission’s REFIT programme.
We believe that the above-mentioned steps would maximise the consistency of the rules, increase clarity for consumers and help Europe unlock new innovation opportunities across the digital value chain.
Get the slides here.
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The following 12 associations have signed this statement:
Application Developers Alliance, Cable Europe, CCIA, COCIR, DIGITALEUROPE, ECTA, EDIMA, ETNO, EuroISPA, IAB Europe, GSMA and EPC.
The AdEx Benchmark 2015 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. With an increase of 13.0% in 2015, online advertising recorded its sixth consecutive year of double-digit growth. All 27 participating markets recorded positive growth. Twenty of these markets grew double-digit for the second year running (three markets recording 30%+ growth, a further nine showing 20%+ growth and a further eight 10%+ growth).
Top 10 Rankings – year-on-year growth
Digital again drove the overall advertising industry, its 13.0% increase balancing a larger decline of 4.1% registered by other media to arrive at a positive 1.0% growth overall for the total advertising industry against a background of continued low GDP growth.
3 in 4 Irish Adults (16 +) have viewed VOD in the first 6 months
63% of VOD viewers watched when “out & about” compared to just 47% last year
Advertising acceptance in & around VOD content is rising amongst medium/heavy users – up from 48% to 54%
29th June 2016. The Power of VOD 3 was launched today at IAB Video Connect 2016 at Chartered Accountants House in Dublin. This is Wave 3 of IAB Ireland’s research, conducted by Nielsen looking at the reach and profile of VOD users, the trends emerging in VOD consumption, time spent viewing and reactions to advertising.
The second wave was conducted last year in 2015, and Wave 3 builds on those insights.
The key findings of the research are:
‘IAB’s Power of VOD 3 research, demonstrates that Irish consumers strong engagement with VOD continues to accelerate in 2016. It is not surprising that brands are increasingly harnessing the power of VOD in their advertising campaigns’ said Maeve O’Meara, Marketing Manager, IAB Ireland.
Notes: By VOD, we mean streamed, downloaded video content online on any device such as tablet, smartphone, desktop, smartTV, games console. Both professionally produced and user-generated video content is included, whatever the length of the video.
Full copy of the research will be available to view at www.iabireland.ie
For more, contact Maeve O’Meara, 086 8522291 or email Maeve O’Meara.
Click the button on the bottom of the page to download the research.
About the Study:
The first wave of this online survey was conducted by Nielsen in September 2014, and presented to the industry in early December.
The second wave took place in March 2015, and comprised of two phases:
About IAB Ireland
IAB Ireland (www.iabireland.ie) is the trade association for the Irish online advertising industry. As a not for profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is licensed by IAB US and is a member of the IAB Europe network. The IAB network shares three core objectives, namely to prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.
Brussels, 4 July 2016 – IAB Europe, in collaboration with IHS Technology, has today published the tenth AdEx Benchmark 2015 Report1 – the definitive guide to the state of the European online advertising market.
The report is a comprehensive perspective of online advertising spend across Europe which is growing ever more essential in the light of European policy formulation, attracting global start-up funding, benchmarking market development trends, the increasingly pan-regional nature of digital advertising investments and the role of Europe’s digital economy in a global context.
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. With an increase of 13.0% in 2015, online advertising recorded its sixth consecutive year of double-digit growth. All 27 participating markets recorded positive growth. Twenty of these markets grew double-digit for the second year running (three markets recording 30%+ growth, a further nine showing 20%+ growth and a further eight 10%+ growth).
Top 10 Rankings – year-on-year growth
Digital again drove the overall advertising industry, its 13.0% increase balancing a larger decline of 4.1% registered by other media to arrive at a positive 1.0% growth overall for the total advertising industry against a background of continued low GDP growth.
Townsend Feehan, CEO of IAB Europe said, “The tenth edition of the AdEx Benchmark report reveals a huge milestone for the European digital advertising industry as it surpasses TV. As an industry body we strive to work with our members to adopt standards in new business areas help to develop advertiser confidence in new opportunities and at the same time provide transparency and choice to users about how data may be processed. We are also deeply invested in engaging with policy makers on the regulatory framework governing online advertising, notably in the area of data protection.”
Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research, said, "The study shows that even the most mature online advertising markets in Europe sustain double digit growth, clearly indicating the economic vibrancy of the sector. A key driver behind this growth is the proliferation and consolidation of intelligent data infrastructures that serve as a connective tissue between consumers, media and brands.”
The report incorporates data from the following online advertising formats:
Within these formats, the report also breaks out video advertising (as a subset of display) and mobile (display and search).
The report can be accessed here.
Click the document below to download it.
Click the document below to download it.
Click the document below to download it.
