The challenge For Bannerconnect, executing sophisticated segmentation strategies often leads to complexity in one of two ways: buyers either need to juggle multiple micro-targeted campaigns themselves, or they must work with an array ad tech partners in order to achieve their goals.
Bannerconnect sought a more cost-effective way to employ highly sophisticated targeting and bidding techniques in order to achieve its automotive brand client’s direct response campaign objectives. Bannerconnect also wanted to avoid working with a “black box” bidder, which lacks transparency and doesn’t allow clients to exert control over how their data is used, or how bidding decisions are made.
The solution Bannerconnect tested the AppNexus Programmable Bidder (APB) to see if it could extract additional value by deploying customized bid strategies in a leading automotive brand’s campaign.
Get the slides here.
Collective relies on the power of video to drive brand recognition and recall among its target audiences. Historically, executing advertising campaigns across premium inventory at scale required paying a substantial price premium—the cost of video advertising tends to be significantly higher than that of display advertising on desktop or mobile. As such, Collective was looking for a scaled, more cost-effective way to achieve campaign reach and performance objectives for its advertisers’ digital video campaigns while still maintaining a high level of inventory quality.
In addition to implementing more cost-effective options for video advertising, Collective needed a solution that would complement and allow them to seamlessly layer on its own platform agnostic and transparent data and reporting interface, VISTO™ , to its chosen video buying partner. For this, Collective required a highly flexible analytics platform that would allow them to customize insights and easily compare results across the is video system.
By testing two unique scenarios, Collective compared AppNexus head-to-head against competitive cross-channel video buying solutions.
Get the slides here.
The Programmatic Pioneers Summit is taking place on the 24th – 25th of May, 2016 at Hilton Canary Wharf in London and will be THE meeting place for Europe’s most senior level event dedicated to all aspects of the rapidly developing programmatic marketing ecosystem. Featuring 150+ attendees and over 40 Heads of Digital from Europe's largest advertisers, retailers and CPG companies, the event is a one stop shop for brands looking to discover how to advance their programmatic mobile strategy and capitalise on the fastest growing marketing channel.
Programmatic Pioneers Summit - 24-25 May, 2016 - London, UK
Hilton Canary Wharf, London, UK
Agenda: https://bit.ly/1XpGEjE
Book Now: https://bit.ly/1nIqsh7
Whether you are looking at how to get started, consider yourself an expert, or fall in between the two, get ready for 2 action-packed days dedicated to helping you take your programmatic marketing strategy to the next level.
Through a series of original interactive formats, discussions, debates and structured networking, 200+ attendees will return home with real, actionable takeaways that can be immediately implemented.
IAB Europe is a proud partner of Programmatic Pioneers Summit and we are pleased to offer you a 15% discount off the price to attend.
Use the code “IAB15” when you register online here - https://bit.ly/1nIqsh7
Tamedia is a Swiss media group with its headquarter in Zurich. With its daily and weekly newspapers, magazines, online platforms as well as printing facilities, Tamedia is one of the leading media corporations in Switzerland.
With Improve Digital, Tamedia experienced a 60% growth in programmatic video revenue within 30 days.
Get the slides here.
This case study highlights a campaign for Deutsche Telekom product, MagentaMobil Start. Working with MediaCom, they used the Adform full stack to create, deliver and analyse this extremely effective, cross-device campaign.
Get the slides here.
IAB is providing publishers with tools to identify and persuade consumers to turn off blocking software and open themselves up to the free news, views, information, and entertainment that is only available on the ad-supported web.
Earlier this week, the IAB Tech Lab released an ad blocking detection script, making it freely available to all IAB and Tech Lab members around the world. With this script in place, publishers big and small can easily identify visitors who are using ad blockers and start a very important conversation. It is essential that consumers understand how the free internet functions – that they are aware of the value exchange between websites and advertisers and don't take the ad-powered engine behind the world wide web for granted.
Publishers have already proven that conversation is critical in convincing web visitors to remove ad blockers. It is all about offering a good “DEAL.” I put “DEAL” in quotes because it is an acronym for a new engagement strategy developed by IAB, standing for “Detect, Explain, Ask, and Limit.”
We’ve encapsulated this new “DEAL” and several tactics that have proven fruitful for publishers in a primer. Take a look. Test out various approaches and then let us know what works and why. The more tactics we have at our disposal the quicker we’ll be able to get consumers to forgo ad blocking for the virtues of the open, ad-supported web.
The Adform Certification Program is designed to promote openness within the digital media industry by providing further insight and access to the operational aspects of digital advertising.
Adform launches its Certification Program, designed to promote knowledge sharing within the industry by providing access to more detailed, independent and open information to refine industry knowledge of digital display advertising.
The educational program is available to Adform clients and is designed to present further opportunities to those working within the industry by extending professional networks, expanding understanding and providing the opportunity for individuals to excel in a fast-paced, but somewhat fragmented, industry.
“You wouldn’t do a heart surgery without a doctors degree, so why aren’t we expecting to see some sort of knowledge standard within our industry. This Certification Program aims to provide an approximate guide which we as Europe's largest and leading ad tech company believe is needed in order to move and educate the market at large".
Check the Adform Certification Program here.
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IAB Turkey has revealed the winners of the sixth annual MIXX Awards Turkey –also known as Digital’s Oscars- at an award ceremony and dinner reception attended by leaders of the digital marketing and media industry. The ceremony took place at 24 February 2016 in Shangri-La Bosphorus Hotel, İstanbul and was attended by the Chairman of IAB Europe Constantine Kamaras. Most successful digital advertising campaigns of year 2015 had been awarded in 24 different categories.
This year 125 advertising agencies and 137 advertisers made 597 applications to MIXX Awards Turkey. This was the highest number of applications of all 6 years. And Best of the Year prize went to Samsung Turkey and Leo Burnett Istanbul with Samsung Hearing Hands project.
Watch it here.
In the ceremony; Chairman of Turkish Foundation of Advertisers Mr. Ahmet Pura has been awarded with a special prize due to his contributions to IAB Turkey and digital industry.
“Turkey is a country connecting East and West. Our minds reflect the mixture of eastern agility and western intellect. The duty of IAB Turkey, consisting of responsible players of the industry is to increase the wisdom in this mixture. Therefore we have to follow the improvements and standards of Europe and contribute IAB Europe by taking responsibility in the Board and Task Forces. In fact, the MIXX itself demonstrates us that we have come a long way so far on this objective. Turkish agencies and advertisers have won 17 awards in MIXX Europe and 11 of it have been won in 2015. Similarly In MIXX USA, 9 of 12 awards won by Turkey has been received in 2015. These tremendous results reflect our creative wisdom and prove us again that Turkey is the unique bridge uniting two continents and our destination shall and must be West and Europe.”
"Celebrating digital creativity is a key part of the IAB's mission as it is creative excellence that, in the end, underpins the evolving ecosystem of quality services and engaged consumers. The MIXX Awards constitute, across the world, a fundamental pillar of our efforts in this direction - and very few, if any, organize and deliver these awards better than IAB Turkey which deserves our congratulations and admiration for the amazing work."
Ad Blocking Detection Script, and Improved User Experience, are keys to better value exchange, Trade Group says.
NEW YORK, USA – The IAB Technology Laboratory today released its Publisher Ad Blocking Primer, outlining the tactics publishers are successfully employing to persuade users to stop deploying ad blockers.
The IAB Tech Lab simultaneously released its exclusive ad blocking detection script available to all IAB and IAB Tech Lab members around the world, providing them with the opportunity to see – and ultimately engage with – visitors to their sites who have ad blockers turned on.
The primer identifies DEAL as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process:
“The release of this primer in conjunction with the open-source ad blocking detection script will open the door for transparency and meaningful dialogue with visitors using ad blockers,” said Scott Cunningham, General Manager, IAB Tech Lab, and Senior Vice President, Technology and Ad Operations, IAB. “We believe that a combination of tools and the DEAL approach to communication with consumers will allow publishers big and small the chance to cut through the blockade, ensuring the strength of the open, ad-supported internet.”
“The IAB and the IAB Tech Lab have provided publishers helpful insights into how to build trust with readers and move them towards disabling their ad blockers,” said Jed Hartman, Chief Revenue Officer, The Washington Post, and member of the IAB Board of Directors. “Their focus on engaging readers in this process is vital to the growth of digital marketing and media.”
Several of the tactics highlighted in the primer fit into the DEAL sequence – and all strongly encourage adhering to the LEAN (Light, Encrypted, Ad choice supported, Non-invasive ads) principles, which were released in October 2015 to help publishers create an uncluttered, smooth user experience on ad-supported sites. The paper points out that the DEAL method of engaging with consumers who have installed ad blockers will be more effective if a publisher’s site offers a user-friendly web environment.
The IAB Tech Lab Publisher Ad Blocking Primer was developed by the IAB Tech Lab Ad Blocking Working Group and released at the IAB Programmatic Marketplace conference in New York City. To read the entire paper, go to iab.com/adblockingprimer. In addition, IAB and IAB Tech Lab members from across the globe can request access to the IAB Tech Lab ad blocking detection script by visiting iab.com/detectionscript.
About the IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.
IAB Media Contact
Laura Goldberg
347.683.1859
laura.goldberg@iab.com
Drawing on some of the IAB Europe member case studies within the programmatic library the sell-side and buy-side webinars showcase how programmatic works and how it can deliver on key objectives.
This is the third instalment of our blog series “European Education in figures - a broad overview of 2015 and plans for 2016 at National IAB level”. You can read Part 1 here and Part 2 here.
The courses offered by the National IABs range in price from free to EUR 3,200
AUSTRIA
IAB Austria boasts over 100 students and professionals having attended its courses in 2015. With curricula spanning across various segments of the digital advertising environment and courses ranging from basic to advanced, its education programme is one to be held in high regards. The Digital Marketing Basics course and its Advanced counterpart are at the core of training efforts at IAB AT and create a very solid backbone on which future courses and workshops could rest.
The IAB Europe Endorsement Programme aims to raise the visibility and reach of high-quality training initiatives across Europe
FINLAND
With a focus on degrees and certification, IAB Finland raises the bar when it comes to education in Europe. On offer from IAB Finland, the IDM Degree is a whopping one-year course designed to be followed while working and caters to both undergraduates and postgraduates. In addition, IAB Finland has also adapted IAB Sweden’s interpretation of the IAB US Digital Media Sales Certification to the local market; the Digimediamyyjien Sertifiointi is expected to draw in 40 students in 2016, in addition to the 35 that will likely graduate the IDM Degree this year.
Over 90% of trainers delivering courses for the National IABs which responded to the 2015 Questionnaire are paid for their services
PORTUGAL
The latest addition to the European National IAB family, IAB Portugal is certain to become one of the big players in terms of Education on the European scene. The strategy there is to start off very strong with a comprehensive 2-day Digital Fundamentals Course, with a projected attendance of 300 students and professionals by December 2016, and then use it as a springboard to swiftly roll out additional courses and programmes.
IAB Poland and IAB Italy have the highest projected number of attendees for 2016 training programmes with close to 1,000 and around 300, respectively
SWEDEN
Similarly to IAB Finland, IAB Sweden focuses on certification when it comes to Education. This European training powerhouse offers the IAB Sweden Sales Certification, a local adaptation of the IAB US Digital Media Sales Certification, as well as IAB Sweden AdOps Certification. The Sales Certification saw over 200 professionals graduate in 2015 with 150 more expected to become certified this year. The AdOps Certification, scheduled to launch in Q2 2016 will be taken by an estimated 50 professionals in 2016.
Over 50% of National IABs collaborate with third party organisations and institutions for training purposes
This series, focusing on concrete figures on Education across Europe, will be expanded as more information on the courses provided by the IAB Europe National members becomes available. The information presented here and in future articles will also likely be used to draw up a Yearly Report on Education at the end of each year.
In 2015, programmatic advertising was 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. With 2016 underway and a comprehensive schedule of outputs planned, we asked some of our Programmatic Trading Committee members to reflect on the challenges and achievements of 2015 and what we can expect from the year ahead. This blog is part of a Programmatic Future Trends series.
This blog includes contributions from Nigel Gilbert, VP Strategic Development EMEA, at AppNexus and Ben Faes, Managing Director Partnership Business Solution EMEA, at Google.
"As the IAB Europe report shows, more than 90% of publishers in 29 markets plan to increase their programmatic investment or revenue over the next 12 months and 40% expect an increase of more than a third. Indeed, publishers finally have better options than they did over the past decade for monetising their content, through a new crop of next-generation ad technology companies, -- particularly those that don’t also run competing media businesses. 2015 marked the year that major publishing companies more fully embraced programmatic and landmark programmatic sell-side deals were signed, many outside of the walled gardens that have long dominated global ad tech. For example, AppNexus signed deals in the second half of 2015 with over 50 new publisher partners, including Schibsted, Foursquare, Groupon, and NASDAQ. Publishers exist to provide the compelling journalism, music, film and information that comprises the Internet, and their quest to more effectively monetise their content, to create better forecasting models, and overall remain competitive in the high-stakes digital age, is only going to accelerate into 2016 and beyond through the lens of programmatic."
"In 2015, we partnered with BCG to understand how publishers can build programmatic teams for long-term success. The study found that the most successful publishers develop the right capabilities in sales and yield management, and realign their organisations to support cross-channel data-driven sales strategies. Successful programmatic teams have skill sets more like financial analysts or data scientists, and also approach sales channels holistically -- e.g. work across traditional direct sales and programmatic sales in order to best maximise total sales yield. An integrated stack enables publishers to create intelligent cross-screen campaigns to help advertisers capture moments that matter. And publishers can make a much bigger impact in 2016 by fully utilising the technology and understanding the impact of the programmatic techniques they’re using and trials they’re conducting. This was a key insight from the study. Publishers need to measure the impact of important changes to ensure they’re best maximising the right advertiser moments and creating the most short- and long-term value."
"Without a doubt, the most interesting area to watch in 2016 is programmatic TV. As an automated technology-driven method of buying and delivering linear TV ads, programmatic TV represents a significant opportunity which IDC estimates at $1.1bn in 2016. Another key driver for programmatic video in 2016 is efficiency. More advanced and sophisticated technologies allow buyers and sellers to trade more simply in a vibrant ecosystem. The introduction of Programmatic Guaranteed is particularly meaningful for video, allowing buyers and sellers to execute reservation deals in a simple, scalable way. Dynamic Ad Insertion will expand advertising opportunities for broadcasters and will enable inventory to be purchased programmatically. In a market with a lot of constraints on inventory, both are set to be game changers in 2016 and beyond. Finally, format innovation creates new opportunities for programmatic monetisation and provides buyers with scalable supply. The widespread adoption of in-feed video is a great example here, with more to come in 2016."
