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."
Adform, the independent and open full stack ad tech platform has launched Europe’s first programmatic TV solution, and now offers clients programmatic TV campaigns through its DSP.
Adform’s latest endeavor enables clients to programmatically run ads across TV screens, where users can access microsites via the ads by pressing the red button on their remote controls. The programmatic TV campaigns support impression capping, granular targeting and storytelling features, as well as featuring all crucial metrics such as clicks, engagement, unique impressions, video play time and visibility time, along with campaign geography and a host of technical reporting capabilities.
First introduced in the Czech market, new HbbTV (Hybrid Broadcast Broadband TV) inventory was made available in Adform’s PMP by Adform partners R2B2, who facilitated the technical integration with Óčko, a Czech music television channel. Sazka, a Czech lottery company, ran the first campaign using this setup via their agency AdExpres. The campaign ensured that every time a targeted user switched channel to watch Óčko, a 750x100 Sazka banner would be visible for 10 seconds on the bottom of their television screen.
“As the first provider to offer true Programmatic TV, Adform is once again setting the standards in the industry, bringing programmatic to the next level. That we can serve programmatically across TV already puts us at the top of the pile of Ad Tech vendors, but the fact that we are going to take it a step further and integrate it into our Cross-Device proposition makes this not just an industry first, but a groundbreaking moment where programmatic and TV are finally integrated.”
Mobile Principles launched at first ever EDAA Summit on 1 March 2016
Brussels, 1 March 2016 – The European Interactive Digital Advertising Alliance (EDAA) announces today the launch of New Mobile Principles, adapting the EU Self-Regulatory Programme on Online Behavioural Advertising to the mobile environment.
The announcement, made at the 2016 EDAA Summit, confirms the application of the existing Principles of transparency and control to mobile web-browsing and extends the scope of the Programme to cover the collection and use of:
to tailor ads to Internet users based on their interests.
The new Principles, as developed by IAB Europe, builds on the existing Self-Regulatory Principles which apply in the desktop environment. The Consumer Choice Platform at www.youronlinechoices.eu is already optimised for mobile browsing.
Going forward, companies in the mobile advertising space will be required to provide enhanced notice and choice to consumers with regard to their OBA practices, through the well-recognised ‘OBA Icon’ (
), and Consumer Choice Platform. A pan-European consumer choice mobile app will be released to improve the user experience when exercising choice on mobile.
Companies’ mobile ad operations shall also be subject to the compliance and enforcement mechanisms under the Self-Regulatory Programme.
“Whilst EU legislators have been discussing new data protection laws, advertising businesses and industry have been implementing practical ways to give users greater transparency and control over behavioural or interest based advertising. These new Principles adapt this approach to the mobile environment, reflecting the growth of advertising spend on mobile devices across EU markets.”
“The dynamic of the global digital space is driving the need for the already established EDAA Self-Regulatory Programme to apply beyond the desktop environment. Today’s launch of the new Mobile Principles gives a clear industry signal to implement this in Europe over the next few months.”
Beyond the mobile extension, EDAA’s first ever Summit today sees high level debate around the key policy and business challenges for the online advertising industry in promoting transparency and control towards consumers.
Recent research, communicated at the Summit, shows brand advertisers and consumers value ad self-regulation. Today’s evolution of the European Self-Regulatory Programme demonstrates once again the ability to balance regulatory and non-regulatory means for the benefit of consumers and businesses alike.
About the EDAA
The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the Self-Regulatory Programme for Online Behavioural Advertising (OBA) across Europe since its launch in October 2012. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach. More information can be found at www.edaa.eu
For media enquiries contact:
Dave Barron, EDAA
+32 2 213 4180
dave.barron@edaa.eu
A classified search engine for property, jobs, cars, products and holiday rentals, Trovit launched in 2006 and is now present in 45 countries across five continents. The 100% digital company needed to address consumers’ rapid shift from desktop to mobile. With mobile accounting for over 50% of total traffic in some countries, improving the revenue from advertising on Trovit’s mobile properties became a key focus.
Discover it here.
Research from Turn shows the four groups of young people that marketers want to engage with the most, spending up to 500% more to reach them online.
This report featuring Turn's Richard Robinson and digital leaders from brands and creative agencies explores the role of creative within programmatic advertising. Themes explored include whether marketers and maximising the creative opportunities around retargeting, how programmatic can be used for brand-building, and the importance and benefits of using data to inform creative development.
IAB Europe has prepared FAQs providing an overview of the implications of the Court of Justice of the European Union (“CJEU”) decision invalidating Safe Harbor. The FAQs also offer some guidance to companies about what to do in wake of the judgment and updates on the latest developments relating to Privacy Shield, the Safe Harbor successor. Click here to view the FAQs.
On 6 October 2015, the CJEU delivered its judgment in C-362/14 Maximilian Schrems v Data Protection Commissioner invalidating the U.S.-EU Safe Harbor decision. On 29 February 2015, the European Commission formally presented the draft for Safe Harbor's successor: The EU-U.S. Privacy Shield.
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 Nick Reid, Managing Director UK at TubeMogul, Nigel Gilbert, VP Strategic Development EMEA at AppNexus, Amit Kotecha, Head of Marketing EMEA at Quantcast, and Paul Coffey, Director, Customer Solutions and Innovation, Platforms at EMEA Google.
"Just as more and more inventory becomes available programmatically, there will be an increase in demand for talent to keep up with the sector's rapid growth. We anticipate that there will be a skills shortage for a long time to come as brands and agencies grapple with ever-changing needs and internal shifts. For example, now that we have programmatic TV coming on-line, who will take ownership: The existing TV buying team or the digital team? Each year (if not day) brings new, exciting technology innovations that will, in turn, need more specialised staff and training. 2016 will be no different in terms of requiring access to top talent. It is also up to the providers of the technologies to ensure that their customers have the skill sets in place to use the tech to its full potential. We offer TubeMogul Academy training to our customers to get them 'fingers-on-keys' familiar with the platform and will always provide research and education as new elements come to the fore."
"In June 2015, Circle Research, in association with AppNexus, WARC DDMAlliance, IAB Singapore, and IAB Australia with support from multiple IAB bodies across Europe, conducted an online survey of more than 1,200 professionals involved in advertising across three continents. Among the findings were that most agencies believe that "knowledge of targeted digital advertising will be a more useful skill to have than creativity itself”. However, the same study showed that nearly half of the ecosystem (44%) understands very little or nothing about how programmatic works. This is particularly acute among advertisers (63%), agencies (48%), and publishers (47%). Clearly the talent in the global advertising industry will only be enhanced with better education about the inner workings of programmatic, and in 2015 major agencies started to make big investments in rigorous training for their teams. Of course, there's clearly more education to be done around the industry, and the reality is we are all in a highly competitive hiring market for the right talent."
"We’ve definitely noticed a rapid adoption of programmatic skills, having trained over 2,000 people globally last year through our IAB-approved Real Time Advertising academy. We’re also starting to see agencies lose the word “digital” from job titles, and digital departments disbanded. It’s good to see this move forward in our industry, because across the board more than 12m people and 1m businesses feel they are lacking in digital skills. The ad industry is being quick to amend this disparity because of an increased expectation that digital will pervade everything we do for clients and, though programmatic is slightly behind this, we’re not far off seeing a knowledge of programmatic trading becoming commonplace. Agencies and their employees are attuned to the fact that if they automate the optimisation of advertising campaigns they will deliver greater efficiency and effectiveness, as well as free up space to think more strategically and creatively for clients, which is what gives them a competitive edge."
"Realistically, it’s likely to be sometime before the problem is solved completely. We’re seeing the demand for programmatic skills increasing, but technology is evolving faster than upskilling can happen. With that in mind, it’s important to seek people possessing transferable skills than to train people from scratch. The challenge is how to leverage existing talent, for example finding those who are already competent in running programmatic search campaigns and then applying their abilities to programmatic display. Again, it comes down to the three building blocks of speed, collaboration and data.
"We don’t think that the shortage will really ease in 2016. A lot of advertisers are trying to build up in-house technology and knowledge and are looking for people with the right skillsets, but companies are not so willing to educate or train the people because this costs time and money and there is a risk associated with them leaving for other career options."
Read how Evans Cycles harnessed Turn’s data insights & programmatic technology to hone in on new audiences, improve ad performance and drive sales.
Get the slides here.
The I-COM Global Summit is the world's leading Marketing Data & Measurement Strategy event, where the who's who from Smart Data Marketing gather from around the world to Learn, Network, Trade and Lead. It's a unique opportunity to see the big picture, as we holistically address topics across countries, sciences and stakeholder groups.
Supported by our Patronage Associations, the 7th edition of the I-COM Global Summit will be held on April 18-21st, 2016 in Seville, Spain. The Summit theme is “Making Data Human”.
I-COM will provide special discounts on ticket price to IAB Europe Members.
In addition, I-COM will provide extra 10% discount to IAB Europe members based in Central and Eastern Europe. If you want to benefit from the extra discount, Click HERE.
Kindly ask them to mention IAB Europe CEE in the comment option.
Learn more about the event HERE.
Register NOW!
Library of Programmatic case studies buy-side webinar
Wednesday 16th March 15.00 CET / 14.00 GMT
Following on from the launch of our programmatic library which to illustrates good practice and aims to increase understanding, IAB Europe is hosting a buy-side webinar, the second in a two-part series. The webinar will feature insights from a brand advertiser as well as drawing on some of the case studies within the library.
The webinar will feature speakers from L’Oreal, ZenithOptimedia, Adform, AppNexus and Rocket Fuel.
Visit the programmatic library here
After registering you will receive a confirmation email containing information about joining the webinar.
Watch the recordings of our Library of Programmatic sell-side, Road to Programmatic Buy-Side Considerations, Road to Programmatic Operational Considerations, and European Online Advertising Spend webinars.
