Advertising is essential to the success of the European digital market. It has a key role in helping fund digital content, services and applications, making them widely available at little or no cost, as well as driving growth in the digital sector. We have gathered in this short paper key facts from existing studies, highlighting the various ways in which digital advertising is a key driver for the European digital economy.
IAB Europe has published a blueprint to outline goals and recommended actions for online audience measurement and ad effectiveness metrics and KPIs.
It aims to drive further brand advertising investment into digital channels by increasing advertiser confidence and to improve best practice across Europe.
The key objectives of the blueprint are:
Karim Attia, Chairman, IAB Europe Brand Advertising Committee and CEO, nugg.ad comments, “This measurement blueprint is an important step in encouraging best practice in the measurement of online audiences and campaigns and developing metrics that brand marketers want”.
Bas de Vos, Director, Stichting KijkOnderzoek (The Netherlands), added “IAB Europe’s research and recommendations reinforce the need for a core set of metrics coming from independently measured data. The measurement industry needs to work together to enable marketers to better plan, execute, and evaluate longer-term brand building campaigns.”
At the same time, the Measurement Organisations Forum (MOF) is being launched which will enable companies involved in the measurement of online and TV audiences to study and build on the blueprint, whilst collaborating and sharing best practice in a non-commercial environment in order to move digital measurement forward. These companies include Joint Industry Committees and measurement organisations across Europe.
Uwe Scheid, Department Manager Research & Innovation, AGOF Services GmbH (Germany), said '“A neutral platform such as the IAB Europe Measurement Organisations Forum is vital for effective industry cooperation to advance the measurement of digital media in Europe”
Andrzej Garapich, CEO & President, Polskie Badanie Internetu(Poland), added “This initiative aims to help measurement organisations learn from each other to be better equipped for both local market challenges and for developing common recommendations for the benefit of all stakeholders."
The blueprint has been produced by IAB Europe’s Brand Advertising Committee and is based on:
The following organisations are included in the IAB Europe outreach:
OWA (Austria), CIM (Belgium), SPIR (Czech Republic), Danske Medier (Denmark), Media Metrics (Finland), Mediametrie (France), AGOF (Germany), DKT (Hungary), Audiweb (Italy), Vinex (The Netherlands), Mediebedriftene (Norway), PBI (Poland), BRAT (Romania), IAB Slovakia (Slovakia), IAB Slovenia (Slovenia), AIMS (Spain), IAB Sweden (Sweden), Net Metrics (Switzerland), IAB Turkey (Turkey), UKOM (UK)
AGTT (Austria), ATO (Czech Republic), TV Meter Group (Denmark), Finnpanel (Finland), AGF (Germany), Mediametrie (France), AGB Nielsen Media Research (Greece and Hungary), Auditel (Italy), SKO (The Netherlands), AGB Nielsen Polska (Poland), ARMA (Romania), TNS Gallup Media (Russia), PMT (Slovakia), AIMC (Spain), MMS (Sweden), Mediapulse (Switzerland), BARB (UK)
This blueprint outlines IAB Europe's goals and recommended actions for online audience measurement and ad effectiveness metrics and KPIs
This blueprint outlines IAB Europe's goals and recommended actions for online audience measurement and ad effectiveness metrics and KPIs, which aims to drive further brand advertising investment into digital channels by increasing advertiser confidence and to improve best practice across Europe.
The blueprint forms part of the Metrics & KPIs pillar of IAB Europe’s Brand Advertising Framework and provides recommendations for deliverable metrics and measuring online audience and ad effectiveness metrics. The key objectives of the blueprint are:
The blueprint has been produced by IAB Europe’s Brand Advertising Committee and is based on:
IAB Europe has developed Brand Builders, a suite of six recommended brand advertising formats, which offers a new branding environment to advertisers. The Brand Builders are part of IAB Europe’s Brand Advertising Framework which aims to drive brand investment into digital.
2014 saw strong delivery of the pan-European Self-Regulatory Programme aimed at providing citizens with greater transparency and control over Online Behavioural Advertising (OBA), according to the European Interactive Digital Advertising Alliance’s (EDAA) 2014 Activity Report published today.
The ongoing roll out of the programme saw considerable take-up across European markets as well as growing consumer awareness of privacy tools, such as the AdChoices icon available in or around ads.
Key highlights of the 2014 Activity Report include:
Dr. Oliver Gray, Director-General of the EDAA, commented: “Today’s report signals that the EDAA and EU Self-Regulatory Programme are firmly up and running, providing great benefit to consumers and businesses alike. It shows a real boost in the number of participating companies, from larger players to SMEs, operating right across Europe.”
Nick Stringer, Chair of the EDAA and Director of Regulatory Affairs at the Internet Advertising Bureau UK (IAB UK), added: “The EDAA’s 2014 Activity Report shows significant progress on the path towards greater consumer awareness and trust whilst enabling the delivery of content, services and applications to people right across Europe at little or no cost.”
Media
Please contact Dave Barron, EDAA project manager dave.barron@edaa.eu T: +32 (0)2 213 4180
IAB Europe has launched the Library of Ad Effectiveness Case Studies to give advertisers more insight on the effectiveness of digital advertising for branding campaigns.
A recent Metrics and KPIs survey undertaken by IAB Europe revealed how more than 80% of advertisers want to gain a better understanding of how digital can work for brand advertising. IAB Europe has launched the Library of Ad Effectiveness Case Studies to address this need.
The library brings together recent case studies from across Europe to demonstrate how traditional brand key performance indicators (KPIs) are achieved and measured in digital.
As part of IAB Europe’s strategy to drive brand investment into digital the library demonstrates that brand KPIs such as brand awareness, brand recall, purchase intent and brand perceptions have been enhanced with digital campaigns, including mobile and video advertising formats.
Alison Fennah, Executive Business Advisor at IAB Europe said “This initiative is important to show the increasing contribution of digital advertising to the KPIs which are traditionally most popular with brand advertisers.”
The studies cover a range of Western and Eastern European markets and a variety of brands including Audi, British Airways, Danone, Duracell, Leibniz, Microsoft, Philips, Renault and Toyota.
The following organisations are featured in the library at the time of launch BVDW, Exponential, Gemius, IAB Poland, Millward Brown, MediaCom, Mobilike, nugg.ad, Widespace and United Internet Media.
The Library is an ongoing initiative and if you are an IAB Europe member or National IAB member and would like to find out about featuring your case studies then please contact: puffett@iabeurope.eu
Watch webinar recording here
The IAB Agency Snapshot study gives a real insight into the current knowledge of mobile advertising and overall uptake within today’s current media climate.
The Agency Snapshot study has been conducted for the first time by IAB France, BVDW / IAB Germany, IAB Italy, IAB Spain, IAB UK and IAB Europe in November and December 2014.
It was completed by a total of 154 media agency employees across the five European markets. The study was carried out in partnership with YouGov to assess agency approaches to mobile advertising over the last year.
Encouragingly more than 60% of media agency employees surveyed stated that mobile is a regular part of client proposals.
Nearly half (42%) of media agency employees across Europe claimed that mobile is unlocking new budgets, however a large majority (71%) claimed their mobile budget is coming from other media budgets, such as Internet, TV, Print and Radio.
Integration will be key in 2015 with 82% claiming that mobile will be integrated into their wider agencies by the end of this year.
Alison Fennah, Executive Business Advisor, IAB Europe said “The collaboration between the local IABs and IAB Europe to produce this study across five European markets is important to gauge the level of mobile understanding across Europe and the key drivers / barriers of growth. It is encouraging to see that new budgets are being found for mobile advertising demonstrating the attraction of the medium for advertising investment.”
63% of respondents felt that location based advertising was the most exciting mobile opportunity.
The study also demonstrates that whilst mobile and digital specialists are felt to be the main advocates of mobile advertising within agencies (74% and 76% respectively), strategists are also driving the move to mobile (61%).
This suggests that mobile is becoming more mainstream with a stronger understanding across agencies.
Mobile programmatic, brand safety and mobile privacy are all areas of concern for media agencies – all of which came out on top as areas with relatively low levels of understanding.
Approximately 1 in 2 media agency employees want to know more about complying with mobile privacy (57%) and brand safety on mobile (45%).
Nearly 80% of media agencies felt that not being able to track cross screen campaigns was a huge barrier to mobile growth whilst nearly three quarters state that clients’ lack of understanding of mobile advertising is holding back spend on mobile.
IAB Europe has published a White Paper on viewable impressions today as an important step in its strategy to drive brand investment into digital advertising.
IAB Europe has published a White Paper on viewable impressions today as an important step in its strategy to drive brand investment into digital advertising.
IAB Europe identified viewability as a metric of importance to brand advertisers. Indeed our recent Metrics and KPIs surveyrevealed that 84% of brand advertisers stated that they want to see a move towards viewable impressions rather than served impressions (see results here).
The trading of viewable impresssions manifests itself differently across European markets of varied characteristics and levels of digital development. This White Paper will help to deliver insight on market development and educate and foster confidence in this specific aspect of digital advertising trading.
The IAB Europe White Paper on viewable impressions provides:
“IAB Europe’s White Paper is an important step in increasing the understanding of viewable impressions and how they fit into the overall metrics landscape,” said Bjorn Kaspring, BVDW / IAB Germany member and Head of Premium Display, Interactive Media “Clarifying definitions and terms is important to bolster digital advertising investment from brand advertisers.”
We would like to thank the leading industry experts that have contributed to this White Paper :
AppNexus, BVDW / IAB Germany, comScore, Danske Medier/ IAB Denmark, EACA, GroupM, IAB Europe, IAB Finland, IAB France, IAB Hungary, IAB Italy, IAB Netherlands, IAB Poland, IAB Spain, IAB Sweden, IAB UK, Infectious Media, Integral Ad Science, Meetrics, Microsoft Advertising, Xaxis.
The White Paper is part of the Metrics and KPIs pillar of IAB Europe’s Brand Advertising Framework and lays the groundwork for further reflection on recommendations for the European industry.
IAB Europe’s next steps are to further consult with the local IABs, measurement organisations and suppliers on the findings of this White Paper.
We will also expand our focus on quality – both of delivery of digital advertising and of the digital advertising environment - during 2015.
“Whilst digital ad spend has grown four-fold since IAB Europe started its AdEx Benchmark report in 2006 there are still several commonly acknowledged challenges which hold back further growth and measurement is one of these” said Karim Attia, Chairman of the IAB Europe Brand Advertising Committee and CEO, nugg.ad. “This White Paper aims to address the area of viewable impressions measurement specifically and will be followed with market consultations. During the year other initiatives such as the IAB Europe Measurement Blueprint and wider Quality topics including environment and delivery will be developed within the Brand Advertising Committee.”
The White Paper has been officially launched with a Webinar on 11th February. To watch the recording please click here.
The Webinar featured the following speakers: Anant Joshi, Director of International Business, Meetrics; Tim Jones, Europe Research Manager, Microsoft; Jon Chase, Chairman Media Agencies Council, European Association of Communications Agencies (EACA); Steve Chester, Director of Data and Industry Programmes, IAB UK; Emese Balatoni, Head of Sales – Digital Services, Central Media Group and IAB Hungary member and Stuart Wilkinson, Head of Industry Relations EMEA, comScore.
This White Paper on viewable impressions is as an important step in IAB Europe's strategy to drive brand investment into digital advertising. It aims to educate and foster confidence in this specific aspect of digital advertising trading and lays the groundwork for further reflection on recommendations for the European industry with local IABs, measurement organisations and suppliers.
The White Paper brings together a range of leading industry experts to provide:
The European Agency Snapshot study gives a real insight into current knowledge of mobile advertising and uptake within today’s current media climate across five European markets (France, Germany, Italy, Spain and the UK). The study has been conducted for the first time in France, Germany, Italy and Spain. The report is divided into four sections:
Under a new CEO since February 2014, IAB Europe recently rolled out a unique network of digital innovators based in 20+ of its national associations, the Digital Innovation Showcase Europe (DISE), to help bring technology and business insight to bear on policy-making in Brussels.
Adding to its much-watched AdEx Benchmark annual snapshot of digital advertising spend, IAB Europe in 2014 issued for the first time a market sizing on “programmatic” trading in Europe as well as a programmatic trading white paper.
IAB Europe Multi-Device and Connected World Library of Research to showcase the evolving consumer landscape and its potential for advertising.
IAB Europe is proud to announce that ten new members have joined for 2015 to help drive the European digital advertising business forward: Adtruth, DMA Institute, MediaMath, Nextplora, Quantcast, SpotXchange, Teads, The Trade Desk, WebSpectator, and Widespace.
Seventeen companies have joined during the last 12 months, bringing the total corporate membership to over 65, including household names such as Microsoft, Orange, Yahoo! and Google, alongside less well-known high-growth companies from across the EU.
The membership boost reflects continued expansion in the digital advertising industry but also a wider realisation of the value of working together to address common challenges.
“There are significant opportunities today for innovative companies in the digital marketing space, but also threats,” noted IAB Europe Chairman Constantine Kamaras. “The latter arise from the potential for regulation that errs too much on the side of protecting online users from themselves and ends up penalising both companies and users, and the fact that digital is still a relatively novel and poorly-understood medium.”
“IAB Europe’s multi-stakeholder programmes, events and regulatory activities are fundamental to enable key players to come together and deliver the initiatives and insights that underpin business growth. The Teads team is delighted to be able to collaborate in IAB Europe with our industry peers on areas such as developing the quality advertising environment, via, for example, viewability and measurement initiatives.” said Christophe Parcot, COO of Teads.
In 2015 the focus will be on four key work-streams:
Anne Goodman, VP Global Sales Marketing & Enablement at BBC Advertising (part of BBC Worldwide), has been appointed Vice Chairman of the IAB Board of Directors. “IAB Europe operates at the heart of the innovative European digital economy and provides a unique blend of policy and industry promotion activities for its members,” commented Goodman, “I look forward to helping to capitalise on the significant growth opportunities for the digital advertising business.”
IAB Europe CEO Townsend Feehan said, “There could not be a more interesting time to be in digital marketing, as EU citizens increasingly move online for news, education, entertainment and integration into the society around them. We look forward to working with our new members and welcoming more.”
Interact 2015, IAB Europe’s flagship annual digital industry event, will take place at the Axica Congress Centre in Berlin on 20-21st May. 2015 also sees the 20th anniversary of BVDW, IAB Europe’s German member association, and the two organisations will co-operate to take the Interact event to a new level.
On 3 December 2014, IAB Europe celebrated the official launch of Digital Innovation Showcase Europe (DISE) in the European Parliament, with the kind support of Danish MEP Morten Helveg Petersen.
The launch was a great opportunity for leaders of innovative European online companies to deliver their messages about how the EU could better support this flourishing ecosystem straight to policy makers.
Getting legislation right for European digital players
As the Digital Single Market is one of top priorities of the new European Commission, and the EU institutions are currently discussing a range of dossiers that will have a critical impact on the digital world (e.g. data protection and copyright), it is crucial that decisions are based on a good knowledge of the European online ecosystem.
Unfortunately, awareness of the European digital players and their contribution to growth and job creation is not as high as it might be within EU institutions.
This is due in part to the fact that a lot of the European digital champions operate in the B2B space, rather than being consumer-facing – so the companies don’t become household names.
Secondly, of course, European Internet companies are mainly SMEs and have no dedicated public affairs staff in Brussels.
To help close the knowledge gap about the great innovation potential we have in Europe, and provide European digital businesses with a strong voice in Brussels, IAB Europe decided to create Digital Innovation Showcase Europe (DISE) with the support of national IABs.
DISE, giving a voice to European digital companies
DISE is a network of innovative European digital players that are driving the transition to the data-driven economy in Europe.
The goal is to share these best-case examples, highlighting new business models the Internet is fostering and giving its European pioneers a voice in the policy debates that will have a critical impact on their future, and ours as a region.
Each DISE member has a story to tell and a message for the EU institutions about how policies that originate in Brussels land in the real world.
Their messages are gathered on the DISE online platform where policy and media professionals can learn about the various online business models and read digital entrepreneurs' analyses of how the EU could better nurture this high-growth ecosystem.
Visit www.digitalinnovationeurope.eu
Policymakers open to ‘real world’ input
DISE was officially launched on 3rd December in the European Parliament with a conference and a networking cocktail kindly hosted by Morten Helveg Petersen, Danish liberal Member of the European Parliament (MEP).
This was the occasion for DISE members to explain to policy makers their business models and provided them with feedback on what they need in order to continue innovating and providing high-value jobs.
“Trust European start-ups”, Christopher Engman, CEO of Vendemore, urged, “give them clear and harmonised rules and they will take care of the rest.” Speaking about the proposed Data Protection Regulation, he warned “The drafts I have seen would put my company out of business in three weeks”.
Vincent Potier, COO of Captify, recalled, "Europe does have a wealth of innovative digital companies, both start-ups and bigger ones. So the first rule needs to be, don’t damage what is already out there." He explained, "The online advertising industry does not care about the individual, it needs to segment the masses. The rest is superfluous."
Commission officials from different Directorates, and Euro-parliamentarians, both welcomed the dose of “real world” feedback, and a good channel has been opened to allow the institutions to tap the network for business and technology insight going forward.
Though some of what the companies had to say, particularly on the current data protection reform, was highly critical, there was a clear will on the other side of the table to ensure that policy decisions and EU-level investments do take account of the needs of the entrepreneurs that are actually building Europe’s digital future.
Mr. Laso, Head of the Startup Europe programme at the European Commission’s DG CNECT stated:
“Commissioners Ansip and Oettinger are ready and willing to listen to concrete, actionable proposals that will enable them to do the best possible job of supporting Europe’s Internet ecosystem. Input and feedback from companies such as the DISE network will help ensure that its investments make business sense and enable rather than hampering future growth and innovation.”
How much the policy development process permits those needs to be reflected in the final outcome remains to be seen.This is only the start of a dialogue and IAB Europe will continue to coordinate more such activities in 2015.
