Videology partnered with Gain Theory, a marketing foresight consultancy that brings together data, analytics, technology solutions and consumer insight capabilities to provide unique econometric insights into the effectiveness of video. Specifically Videology wanted to know the ROI of video, how inventory quality impacts ROI and what should the optimal AV mix be.
The results quantified some well-known truths, such as the majority of sales take place offline. No surprises there, but the impact on ROI by inventory quality was far more marked than expected. Broadcast video really matters. Video as a medium certainly works - with every case study showing a positive ROI. The great news for brands is that video can not only complement TV with cost effective reach and deliver brand uplift, but critically directly impact sales.
Get the slides here.
London, United Kingdom, 7 April 2016 - UKOM, the Industry body for UK Online Measurement, has appointed Julie Forey as its first Director of Insight. Julie brings a wealth of media research & measurement experience to UKOM having had senior research positions at Microsoft Advertising, Carlton Television and most recently AOL.
UKOM (UK Online Measurement) is the industry body owned jointly by the IAB and AOP and supported on the board by the IPA and ISBA, responsible for delivering the industry governed and recognised standard of multi-platform online audience measurement. There is a robust contract between UKOM and its audience research partner Comscore, who were appointed for at least 3 years in April 2015.
Having run Microsoft Advertising Research in the UK for several years, Julie is no stranger to UKOM as she was an influential member of the technical group when UKOM launched in 2009. Julie also has a longstanding relationship with Comscore having partnered with them on various UK & global measurement projects during international roles at Xbox, Microsoft & AOL.
As Director of Insight, Julie’s responsibility will be to drive awareness & understanding of UKOM and its capabilities and to help ensure UKOM meets the needs of its stakeholders both now and in the future.
Julie Forey says: "With the wealth of data available today, it’s a very exciting time to be working in the field of digital & audience measurement – I look forward to embracing new measurement challenges at UKOM as the digital media market becomes increasingly complex and its rapid evolution continues.
Ian Dowds, UKOM CEO says: “We are delighted to have Julie on board as UKOM’s Director of Insight, she brings a depth of expertise and a real enthusiasm for the kind of insight that the UKOM endorsed comScore data can provide. Julie’s work will make UKOM even more relevant and valuable to the entire digital marketplace.”
Julie Forey:
2015-2016 Senior Insight Manager, AOL International
2014-2015 Global Senior Insight Manager, Microsoft Advertising
2011-2014 EMEA Audience Intelligence Lead, Xbox Live Advertising
2009-2011 Head of UK Research & Analytics, Microsoft Advertising
2002-2008 Head of UK Research, Microsoft Consumer & Online
1998-2002 Research Manager, Carlton TV (Now ITV)
1994-1997 Senior Research Executive, NOP (now GGK)
About UKOM
UK Online Measurement Company (UKOM) is the industry body, owned by the Internet Advertising Bureau (IAB) and Association of Online Publishers (AOP) and supported by the Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (ISBA). UKOM’s objective is to set and oversee the delivery of a credible industry standard for multi platform digital audience measurement, currently delivered in partnership with ComScore. Visit www.ukom.uk.net for more.
About comScore
Founded in 1999 and headquartered in Reston, Virginia, comScore, Inc. (NASDAQ: SCOR) is a global media measurement and analytics company that makes audiences and advertising more valuable. Through its products and partnerships, comScore helps its more than 2,500 clients understand their audiences, know if their advertising is working, and access data where they want and need it. Please visit www.comscore.com to learn more.
On April 15th, the European Commission officially closed its public consultation on the Intellectual Property Rights Enforcement Directive, most commonly known as IPRED.
With this consultation, the Commission aims to seek views from a broad range of stakeholders in order to evaluate whether the Directive is still fit for purpose in the digital environment.
The consultation comes in the backdrop of the Digital Single Market strategy, in which the Commission committed to undertaking a set of targeted actions to foster the cross-border digital economy while ensuring a safe online environment for business operators and consumers. Among the envisaged actions is the modernisation of IPR enforcement, focusing on commercial-scale infringements (the 'follow the money' approach) and its cross-border applicability.
IAB Europe's response in 6 points:
For more insights, download the response below.
Digital ad spend in Ireland hits high of €340m with 29% growth in 2015, IAB Ireland & PwC Adspend Study reveals
Mobile advertising represents 41% of total digital spend with growth year-on-year of 78%
Display advertising growth of 38% is driven by Video on Demand, Social Media and Native.
Find out more here and Download the infographic below.
Brussels, 14 April 2016 – IAB Europe takes note of the European Parliament’s vote adopting comprehensive new rules for the protection of personal data.
The European Parliament today voted in favor of new comprehensive rules on the protection of personal data and privacy to take effect in 2018. The Council of the EU already endorsed the text. Companies now have 24 months to become compliant with the regulation.
“In many ways the General Data Protection Regulation is an imperfect piece of legislation, but there is no use in crying over spilled milk. What is important now is to ensure legal certainty for businesses. Companies are faced with the herculean task of becoming compliant with the new rules in time by adapting their products, services, processes and privacy policies,” said Townsend Feehan, CEO of IAB Europe. “It is now the joint responsibility of industry and regulators to work together to determine how to make the new rules work in practice.”
“Our hope is that we can soon find find stability in what is currently an uncertain regulatory environment. The regulation aspires to comprehensively regulate the use of personal data in the EU, adapting the legal framework to the online environment. What we must avoid is that the recently-launched review of the ePrivacy Directive leads to a renewed discussion on data protection rules and a further layer of regulation for identifiers, such as cookie identifiers, that are already covered by the GDPR.”
Once the General Data Protection Regulation is published in the Official Journal of the European Union, it will take effect in 2 years and 20 days’ time.
For more information, please contact Townsend Feehan, CEO (+32478275074, feehan@iabeurope.eu)
About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations.
The online advertising industry is estimated to account for over a million jobs in Europe and contribute over EUR 100 billion to European GDP, and acts as an incubator of high-end data analytics and other digital skills that can then be deployed in the wider economy.[1]
[1] Report by IHS, November 2015, "Paving the Way: how online advertising enables the digital economy of the future".
There is still one month left to apply for the eight EACA International Advertising Summer School. From 4 to 8 July 2016, students and young professionals will be trained by leading advertising practitioners at the Design Akademie Berlin, in Germany. During that week, participants will be inspired and will learn about the different communications disciplines. They will then apply all their knowledge and skills to their work in international teams on a client brief. This year’s challenge comes from the Deutsche Telekom, one of the biggest telecommunications companies in Europe.
Participants will be split into two groups according to their level of experience. The Foundation Course is aimed at Bachelor and Master students, while the Advanced Course is tailored to professionals with up to two years of work experience. A wide range of workshops can be found in the school programme, spanning from Strategic Planning and Storytelling, Creative Idea Generation and The Future of Digital to Behavioural Economics and Presentation and Pitching Skills. Since digital advertising is gaining momentum in the industry, this year’s programme is also introducing a course on Digital advertising bootcamp: interactivity through mobile and video delivered by experts of the Interactive Advertising Bureau (IAB).
Following the success of the previous editions and quoting the Principal of the EACA International School of Advertising, Micky Denehy, the EACA Secretariat is convinced that participants of the Summer School 2016 will again show “a great mix of enthusiasm, motivation and teamwork” which will translate into impressive campaigns.
Students and advertising professionals wishing to attend the EACA International Advertising Summer School 2016 should send their application no later than 29 April 2016 to inspire@eaca.eu. Selected participants will be announced at the beginning of May. More details about the location, courses and trainers are available on the edcom website.
For further information, please contact:
Claudia Ortiz Reyero
European Education & Training Manager
EACA
+32 2 740 0716
claudia.ortiz-reyero@eaca.eu
Dominic Lyle
Director General
EACA
+32 2 740 0711
dominic.lyle@eaca.eu
About The EACA International School of Advertising and Communications
The EACA International School of Advertising and Communications was launched in 2009 by the European Association of Communications Agencies. Its purpose is to help raise professional standards across the communications industry by training and developing the skills and talents of its practitioners.
About edcom
edcom, The European Institute for Commercial Communications Education, was founded to promote excellence in commercial communications education and research, enhance communication and co-operation between the European commercial communication sector and academic partners, to facilitate cross-border education, employment and exchange of commercial communications students and to promote knowledge and understanding of innovative advertising and communication techniques and new use of media and other public platforms.
About EACA
EACA, the European Association of Communications Agencies, The European Association of Communications Agencies (EACA) represents more than 2 500 communications agencies and agency associations from 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. They create and place adverts and develop brandbuilding campaigns. EACA promotes honest, effective advertising, high professional standards and awareness of the contribution of advertising in a free market economy and encourages close co-operation between agencies, advertisers and media in European advertising bodies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively.
Programmatic advertising has been at the centre of discussions and events across the advertising industry. From Advertising Week in London and Interact in Berlin to the Festival of Creativity in Cannes, it has never been far from the headlines.
However IAB Europe’s Attitudes towards Programmatic Advertising research in 2015 found that whilst 90% of respondents were planning to increase their programmatic investment or revenue some key barriers to adoption still exist, namely hiring and training people with the right skill set. It is, therefore, one of IAB Europe’s objectives to educate the industry on the strategic opportunity that programmatic offers for both buy and sell-side stakeholders.
Assessing the current adoption of and attitudes towards programmatic advertising is key to this to elevate industry understanding and identify areas for guidance. The 2016 Attitudes towards Programmatic Advertising survey aims to dive deeper into drivers, barriers and operational models.
Advertisers, agencies and publishers are invited to share their latest thoughts on programmatic advertising in this survey which should take no longer than 15 minutes to complete.
The survey will close on Friday 6th May. 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.
Please contact us if you have any comments or questions.
Thank you for helping us to create another important asset for the European digital industry!
As part of Tommy Hilfiger’s online strategy, Atlas delivered cross-device ads via post-impression retargeting. Atlas was then able to characterize which devices consumers used to view the company’s ads prior to making their in-store pur- chase. This insight was enabled by Atlas’ ability to measure impressions across devices, whether desktop or mobile: Consumers reached solely through mobile devices were almost as likely to purchase as those reached through desk- top alone. However, both channels were far more effective when experienced in tandem as part of the sequential mes- saging strategy: consumers reached on both desktop and mobile devices made purchases at more than twice the rate of those reached on only one device type. Additionally, Atlas’ unique ability to tie offline retail purchases to online ad exposure proved invaluable. We compared sample CRM data sourced from Tommy Hilfiger’s “Hilfiger Club” subscribers in Germany with impressions and clicks generated by campaigns run through Atlas to determine overlap between the campaign’s online audience and the in-store purchase data provided by the company.
Get the slides here.
Atlas enabled MobeSeek to measure mobile site conversions for the first time. Based on these results, MobeSeek says it will use Atlas to measure campaigns for other clients in the future.
Get the slides here.
Using people-based delivery and analysis, Atlas found that men represented up to one-third of campaign impressions and reach across the top four publishers, although the goal had been to target females. These off-target impressions represented the equiv- alent of 18% of spend — money that, now identified, can be re-invested on higher-performing channels in future campaigns. Ultimately, data-based audience planning demon- strated greater efficiency (cost per qualified contact) than contextual targeting Channels. The campaign’s niche publishers and RTB plat- forms were found to be more cost-effective and demographically relevant than powerful home page placements. One of these niche publishers, a well-respected fashion periodical, delivered 43% of its impressions to the key demo of women 18-34 — a more efficient ROI than the larger publishers. Audience planning via RTB delivered the highest reach among the target market, resulting in a highly efficient CPM.
Get the slides here.
Digital agency 55 recently managed a French campaign for its client Ferrero to promote Tic Tac candy as part of a larger tie-in with the animated, global box-office hit “Minions.” 55 implemented Atlas as a measurement tool to gauge the campaign’s success in reaching its primary target audience. Ferrero is a well-known Italian confectionery company and the third largest chocolatier in the world.
Get the slides here.
Live Nation, the world’s largest live entertainment com- pany. Though Live Nation now uses Atlas to promote and analyze sales for all of its tours, the smash-hit 2015 Madonna “Rebel Heart” tour was the company’s first global, end-to-end campaign launch with us.
Get the slides here.
