Join us for a webinar showcasing the research awards winners to gain insight into best practice in advertising effectiveness and cross-device measurement.
Monday 13th June at 3pm CEST
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This is the first of two webinars showcasing the winners of our 2016 Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
This complimentary live webinar will share winning case studies of the Brand Advertising Effectiveness, Digital Advertising Formats, Advertising Solutions and Audience Measurement categories. You will have the opportunity to learn about advertising effectiveness, mobile advertising effectiveness and cross-device measurement and planning for effective campaigns
The winning case studies to be presented are:
Here is the recording of the webinar!
After registering you will receive a confirmation email containing information about joining the Webinar.
You can also register for the second Research Awards Webinar which will take place on Tuesday 5th July here.
Watch the recordings of our recent Programmatic Buy-side and Programmatic Sell-side webinars.
ICEEfest - Interactive Central and Eastern Europe Festival - is one of the largest Internet related festivals organized in the CEE and SE Europe.
More than 100 highly appreciated speakers are coming to this year edition (Bucharest, June 9&10), with Netflix giving the opening keynote. It's the first ever presentation in Eastern Europe for the giant network that has over 81 million subscribers all over the world.
Discover the full agenda on the festival's website.
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About ICEEfest:
Tickets @ ICEEfest 2016 are available on the official website.
At Interact 2016, IAB Europe announced the winners of its 2016 Research Awards, notably United Internet Media as the winner for the Advertising Solutions category and their research project:Awareness & Sale Boost by Sky Multi-Screen Storytelling Campaign.
Get the slides here.
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comScore continues its status as a certified solution for the digital ad market
LONDON, UK, 24 May, 2016 – comScore, Inc. (NASDAQ: SCOR) today announced that ABC UK (Audit Bureau of Circulations) has certified its Content Verification solution, continuing its status as a certified solution for the digital ad market in the UK. Content Verification is part of comScore validated Campaign Essentials™ (vCE®), which provides an unduplicated accounting of impressions delivered across a variety of key dimensions, including target audience (demographics), viewability, invalid traffic, brand safety and geography.
The ABC certificate provides transparency on the capability of Content Verification within comScore vCE, giving advertisers and agencies greater confidence in brand safety online in order to facilitate the trading process. comScore was one of the first companies to receive CV certification in 2012.
“comScore is committed to providing the highest level of brand safety for advertisers, minimising the risk of ad misplacement and protecting the reputation of brands.” said Duncan Trigg, comScore Senior Vice President of Advertising Effectiveness. “We are pleased to receive accreditation from the ABC again this year in the UK, as it highlights our commitment to bring transparency to the industry and help advertisers to make sure ads had a chance to make a real impact.”
“We are delighted that comScore vCE Validation technology has once again been certified against JICWEBS’ Content Verification Product Principles in the latest ABC CV Certification report.” said Simon Redlich, Chief Executive of ABC. “comScore’s commitment to independent testing to industry standards demonstrates its willingness to provide transparency, as well as confidence in the product’s ability to minimise risk of ad misplacement. The results shown in ABC’s latest CV report will assist media buyers in their decisions, providing them with information they need to trade with trust.”
Learn more about comScore vCE or contact us to request a live product demonstration.
To learn more about Third-Party Accreditation of comScore solutions, please visit: https://www.comscore.com/About-comScore/Third-Party-Review.
About comScore
comScore (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behaviour 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 unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behaviour 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. For more information on comScore, please visit comscore.com
About ABC
ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’.
ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond. It has two roles:
ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies. They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.
ABC UK was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC UK CEO, Jerry Wright, is secretary. Richard Foan, Group Executive Director of Communication & Innovation, ABC UK, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.
For further information please visit www.abc.org.uk or contact David Cohen or Isabel Napier-Wilson at Eulogy! on 0203 077 2000/ abc@eulogy.co.uk
Contact:
Ana Laura Zain
Sr. Manager, Corporate Marketing, EMEA
comScore, Inc.
+44 20 3111 1730
worldpress@comscore.com
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.
With the help of our expert Agenda Committee & extensive research with brands, agencies and media owners, we have put together an agenda focused on overcoming key challenges & exploring best opportunities in programmatic advertising.
Led by senior industry experts through case study presentations, interactive sessions & panel discussions, and extended networking opportunities, the two-day event will provide you a truly in-depth learning peer-to-peer platform.
Click here to view the full speaker line up and download the brochure
Mobile is everywhere with more than half of the global population owning a smartphone or tablet and developing a deeply personable relationship with their devices. As a consequence, mobile is expected to be the main driver of global adspend growth and will contribute a full 83% of the extra adspend between 2014 and 2017 according to ZenithOptimedia forecasts.
At Teads, we believe that mobile is not just another screen to be added to the video sta
ck. As users are more averse to advertising on mobile and more sensitive to intrusiveness, the industry needs to adapt video ad formats and creatives to mobile devices. This means reducing the length of the videos. The US leads the way, with 50% of campaigns planned with a mobile version of the ad in mind. If this shift in thinking doesn't happen, we risk speeding up the adoption of ad-blockers, missing the opportunity to make brands’ messages resonate with their audience.
On mobile, users are in a particular state of mind that differs to that of watching TV or working on a desktop. Mobile is flexible; it’s adaptable, it satisfies a curious appetite – be it immediate access to entertainment, shopping or friends. The day is fragmented in hundreds of micro-moments that each bring with them a new need and a new opportunity for brands to deliver relevant and engaging messages.
As content and context play an important part in the race for user attention, it comes as no surprise that native advertising formats are experiencing such stellar growth. Integrated in the feed of the content, they are very well adapted to mobile consumption, being viewable by default but not forced upon the user. Based on Teads’ video distribution expertise, this white-paper looks into the trends, challenges and opportunities offered by native mobile video advertising.
Get the slides here.
At Interact 2016, IAB Europe announced the winners of its 2016 Research Awards, notably Facebook and Instragram as the winner for the Digital Advertising Formats category and their research project: The Instagram Effect.
To browse through the research, check the slideshare or download the document below!
Get the slides here.
The MIXX Awards (short for Marketing and Interactive Excellence Awards) reward the best Digital & Mobile and Media campaigns in Europe. All European cases that have won a Digital & Mobile or Media award in a national or international award show are invited to participate for free. The MIXX Awards mainly and solely goal is to celebrate and recognize the excellence in creative and effective Digital & Mobile and Media campaigns from all over Europe.
"Between Us" for Vodafone - By Y&R Team Red Istanbul / Mindshare (Turkey)
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.
In October 2015, the Court of Justice of the European Union (CJEU) declared the Safe Harbour scheme for transferring data from the EU to the U.S. to be invalid. Since then, quite a lot has happened. The Commission had already been in talks for some time before the Court’s decision on how to improve the scheme and make it fit or the modern age – after all, the Safe Harbour adequacy decision was adopted back in 2000, now sixteen years ago.
The big impetus behind the renewal of talks was the revelations by Edward Snowden in 2013 of indiscriminate collection of EU citizens’ personal data by U.S. security authorities. Privacy activist Max Schrems, then still a law student, brought a case against American tech companies in different EU Member States, including one against Facebook in Ireland which eventually made its way to the Court of Justice. At the time, the Commission was already in advanced talks with the US Department of Commerce on renewing the Safe Harbour scheme. Intensive negotiations went on during the months following the October decision by the CJEU, with pressure being put on the Commission by the Article 29 Working Party of national data protection authorities. They announced that they would allow private companies a ‘grace period’ until the end of January 2016 before starting to investigate the legal validity of data transfers to the U.S.
The Commission and the Dept of Commerce finally came to an agreement two days after this deadline, on 2 February. They then published the new, rebranded “Privacy Shield” at the end of February 2016, along with many documents. The Working Party announced it would come to a decision in April, and chose the week of 11 April to publish its Opinion on the Privacy Shield. It wasn’t very positive – there was much criticism of the draft adequacy decision, both in terms of commercial aspects and the supposed ‘assurances’ from the U.S. government about access to data transferred under the scheme.
Sophie in ‘t Veld, MEP for the ALDE Group, shares many of the concerns of the Article 29 Working Party and, with the backing of her group and the S&D group, also plans to put forward a resolution criticising the Commission’s proposed adequacy decision. The Commissioner in charge of the dossier, Věra Jourová (Justice, Consumers and Gender Equality) acknowledged the concerns and said that she hoped to iron them out. However, she also drew attention to the fact that the opinion of the Working Party is not binding. At the same time, the U.S. has indicated that they have no intention to reopen the agreement on any substantive issues.
So what happens now? If in ‘t Veld’s resolution were to pass, it would not be binding on the Commission but nonetheless send a strong political signal from the European Parliament. The Working Party’s opinion is also not binding, but because it is made up of the very data protection authorities which must enforce the Privacy Shield their opinion must be considered seriously. Alleviating their concerns without changing the substance of the adequacy decision, however, does not seem a straightforward task.
With stark criticism from the home camp and a reluctance to change the deal from the U.S. side, Commissioner Jourová is put in the unenviable position of having to come up with a solution. Unless, of course, the committee of national experts on data protection approves the Privacy Shield. They are technically the only piece of the puzzle left for the adoption of the new adequacy decision, and a positive decision from them, which is expected in the month of May or June, would mean a legislative green light for the European Commission.
Until we know what the national experts decide, the crucial question will remain whether the Privacy Shield is, as some have taken to calling it, Schrems-proof. On the one hand, businesses need the legal certainty of an adequacy decision to continue transferring data to the U.S. It is just a simple reality of the modern economy that large amounts of data need to be transferred, which is why businesses want it concluded as soon as possible. The question could reasonably be asked, however, if there is much point to rushing out an adequacy decision that is doomed to be struck down again by the CJEU for invalidity. It would obviously not happen immediately, which means that the negotiators from across the Atlantic will be acting under a new President.
For a more technical piece on the Safe Harbour framework and the CJEU decision, see my previous blog ‘Is a Safer “Safe Harbour” on the Way?’.
Lisbon, 13th May 2016 - IAB Europe is pleased to announce the winners of its 2016 Research Awards; Yahoo!, BBC Global News Ltd, IAB UK, Instagram / Facebook, Millward Brown, United Internet Media, comScore and News UK, Gemius and The Guardian.
The awards recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry. The winners were announced last night at the gala dinner held as part of IAB Europe’s Interact conference in Lisbon (www.interactcongress.eu).
Alison Fennah, Executive Business Advisor for IAB Europe said: “Congratulations to all of our 2016 winners and highly commended entries, whose projects will become part of IAB Europe’s best practice libraries used and referenced by industry professionals. We are pleased to see the quality of entries improving and the number of markets participating increasing.”
IAB Europe’s libraries showcase best practice multi-device research and brand ad effectiveness case studies.
The 2016 winning and highly commended entries are:
| Category: Brand Advertising Effectiveness | |
| Organisation | Entry title |
| Winner:
Yahoo! |
Return on Inspiration: New World Content Marketing |
| Highly Commended:
BBC Global News Ltd |
The Science of Engagement |
| Category: Consumer Attitudes and Behaviour | |
| Organisation | Entry title |
| Winner:
BBC Global News Ltd |
The Science of Engagement |
| Category: Consumer Devices | |
| Organisation | Entry title |
| Winner:
IAB UK |
Real_Living: How devices compete for attention in the living room |
| Category: Digital Advertising Formats | |
| Organisation | Entry title |
| Winner:
Instagram / Facebook |
The Instagram Effect |
| Highly Commended:
Millward Brown |
AdReaction: Video Creative in a Digital World |
| Category: Advertising Solutions | |
| Organisation | Entry title |
| Winner:
United Internet Media |
Awareness & Sale Boost by Sky Multi-Screen Storytelling Campaign |
| Category: Research and Data Innovation | |
| Organisation | Entry title |
| Winner:
comScore & News UK |
Project Footprint - Exploring Consumers’ Online & Offline Behaviours |
| Category: Audience Measurement | |
| Organisation | Entry title |
| Winner:
Gemius |
Overnight™ - Revolution in Delivering Final and Complete Internet Audience Results |
Attila Weisz, Business Development Director at Gemius said: "We are truly honoured and humbled at Gemius to win this important award for the second time in a row in 2016. It reinforces our strongest commitment to data science lead innovation - of which more products and services will emerge in the very near future, for the benefit of both European and global digital ecosystem."
| Category: Best Use of Research Budget | |
| Organisation | Entry title |
| Winner:
The Guardian |
The Guardian Guide to Context |
Nick Hiddleston, Research Director Worldwide at ZenithOptimedia was Chairman of the 2016 Jury which and was joined by Paul Hardcastle, Research Director, EMEA at Yahoo!, Ariane Längsfeld, Client Manager – Media & Digital at Millward Brown, Pawel Kolenda, Research Director at IAB Poland and Tuncay Yavuz, IAB Turkey Board Member, Head of Technical Committee on Measurement and Digital Director at OMD Turkey.
Lisbon, 11th May 2016 – At the 10th edition of its annual Interact conference today, IAB Europe announced that online advertising grew 13.1% to a market value of €36.4bn in 2015 surpassing the €33.3bn European TV market.
The AdEx Benchmark research – the definitive guide to the state of the European online advertising market – revealed a €30bn net addition to the online ad market in the last 10 years. All markets participating in the study recorded positive growth, a total of twenty 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). Mobile and video formats continue to show strong growth.
Townsend Feehan, CEO of IAB Europe, commented “These results confirm the lead position for digital advertising in the European media landscape echoing today's digital first consumer environment. Given the ever-increasing contribution of digital advertising to the economy and its role in the delivery of digital content and services we must continue to foster European innovation and empower our businesses to compete across the globe.”
The IAB Europe AdEx Benchmark study splits the online ad market into three broad segments: Display, Search and Classifieds and Directories. Growth in these online advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.
Display advertising outperformed other categories with a growth rate of 17.4% and the pace of Display growth further accelerated versus 2014. In 2015, the total value of the Display ad market was €13.9bn.
Search showed growth of 12.6% - and a market value of €16.9 billion. It continues to be the largest online advertising format in terms of revenue, and has increased its growth in 2015 after a slight decrease in 2014.
Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research said, "Over the past ten years, online advertising in Europe has morphed from an afterthought in media buying into an indispensable set of channels for reaching and engaging consumers that now trumps TV in terms of overall marketer spend. Online advertising today stands for a diversified infrastructure that caters to multiple marketing objectives from direct response to branding, as the sustained growth of both paid-for-search and video in our study demonstrates.”
Mobile and video continue to be the key growth drivers of the European online ad market and this becomes increasingly apparent when looking at the more advanced mobile economies (like the UK and Ireland) where nearly 50% of online advertising is now generated on mobile.
Mobile display now accounts for €3.5bn or 25.4% of the display market, with a growth rate of 60.5% compared with 2014. Online video advertising also showed strong growth, now representing 16.7% of the display market.
Eleni Marouli, a Principal Analyst at IHS Technology and author of the report said "It is a fitting milestone to see online overtake TV as the largest advertising medium on the tenth anniversary of the AdEx Benchmark edition. In a challenging economic environment and flat media market, online advertising has been the shining star, keeping the European advertising market afloat and again in 2015 lifting it out of decline. Mature and emerging markets alike have noted strong growth rates again this year, demonstrating that innovation in formats, data and targeting continues to attract performance and brand budgets online."
The top 10 list of markets are as follows. Top 3 Individual growth markets were:
Top 10 Rankings
The AdEx Benchmark is available for download here.
Media please contact: Alison Fennah - fennah@iabeurope.eu
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About IAB Europe’s AdEx Benchmark
The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analyzed by IHS Technology. The report includes market size and value information for 2015 for the following markets: Austria, Belarus, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2015 January- December. This is the tenth AdEx Benchmark which began in the calendar year 2006.
Display includes PC-based and mobile banners, rich media and video formats.
See further explanatory note on data below.
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About IAB Europe
IAB Europe is the voice of digital business and the leading European-level industry association for the interactive advertising ecosystem. Its mission is to promote the development of this young and 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
www.iabeurope.eu @IABEurope IAB Europe
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About IHS Technology’s Advertising Media Intelligence Service
IHS Advertising Media Intelligence Service provides its clients with a holistic and global view of a rapidly evolving advertising and marketing landscape. Developed and maintained by a team of expert analysts, it offers accurate, continuously updated market data, forecasts and reports that give our clients deep perspective on a dynamic advertising market. As the only global product that offers the same detail and scope for both established and emerging media we provide a unique, independent and objective view.
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About IHS (www.ihs.com)
IHS (NYSE: IHS) is the leading source of insight, analytics and expertise in critical areas that shape today’s business landscape. Businesses and governments in more than 150 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs about 8,800 people in 32 countries around the world.
Explanatory note on IAB Europe/IHS Technology AdEx Benchmark figures
Each national IAB in Europe runs its own annual online advertising spending study and the IAB Europe AdEx Benchmark figures are based on these results. As the methodology of the studies varies country by country, IAB Europe and IHS Technology have defined methodology rules to represent the figures in such a way as to make them realistically comparable. This involves:
The old phrase ‘Europe is like the US, but three to five years behind’. Where have we heard this before? It seems like every digital marketing generation needs to learn the same lesson over and over again. So here it is - Europe is different, and not a time delayed template copy of the US. The same lesson applies in programmatic and data activation.
Programmatic media buys are increasingly part of every media plan, including premium campaigns. Programmatic approaches are spreading from the web to mobile and into television. A natural consequence of this traction is that, in Europe, advertisers, agencies and specialist providers are scrambling to develop programmatic and data activation strategies and to make this part of their marketing approaches.
US and Europe: Lumascape maps versus a patchwork quilt
They are finding, however, that this is anything but simple. On the one hand, the US seemingly has all the answers. Beautifully developed Lumascape maps showing all the players and their respective areas, standardized services provided by Data Management Platforms (DMPs) and Demand Side Platforms (DSPs) including simple and straightforward means for on-ramping offline and Customer Relationship Management (CRM) data. A wide range of third party data is readily available to enhance premium targeting. Private marketing clouds can be relatively easily built by advertisers anxious not to see their data leaked into big data pools.
Europe, on the other hand, is more of a patchwork quilt. Many countries have local tech champions and it’s not always size that matters. Deep local knowledge is required to understand which combination of global and local partners to work with in each market.
The IAB Europe panel: discussing the European approach to programmatic
But maybe the European landscape is confusing only at first sight. GfK has been invited by IAB Europe to participate in a panel of European programmatic leaders and experts at its Interact in Lisbon on May 11, 2016, to discuss the European approach to Programmatic.
Here are some soundbites of the upcoming panel:
"I have heard very clever people say that Europe is a 'white space' in terms of programmatic. This is a ridiculous hypothesis given the amount of activity we see here by publishers, brands, ad tech companies, agencies and data providers. Take the publisher alliances of Pangaea (UK) and eMetriq (Germany), for example, in which anonymous data is shared to improve insight and targeting. European start-ups such as Eyeota or Adsquare have developed novel approaches to onboarding third party data while protecting personal information. And we are only at the beginning of this development. Publishers, start-ups, US players and data providers are working right now on exciting new approaches which will ensure that Europe will be a dynamic growth market for years. Instead of finding a confusing mess of incomprehensible markets, Europe will provide safe, sound and smart ways to reach their customers for to advertisers willing to engage themselves here."
“In Europe, it is essential for marketers and agencies to have a market by market approach to be able to activate the best local opportunities either in terms of publisher opportunities but also when it comes to data and adtech sometimes. We, marketers and agencies need to protect our local and European publishers in order to give them the opportunity to scale.”
“Digital is creating immense opportunity for marketers to engage with people more effectively. Relying upon data & automation, it’s possible for brand & response marketers to offer a relevant message at the right moment to make people laugh, cry-out or buy! Much of the digital ecosystem originated in the US, but Europe is a very different world where one-size doesn’t necessarily fit all. We are excited to discuss the areas of complexity in order to illuminate the means & opportunities to invent a new programmatic model for and in Europe.”
