Mindshare
Get Artsy with Polo!
Winners of Social Media (Gold)
After over a decade of silence, Polo had a re-launch campaign in 2017. Wanting to keep building its fun image and brand awareness, Polo interacted with young people on Instagram, using the most popular content type amongst them, GIFS. They scanned Polo in 360 degrees and uploaded it to Instagram GIPHY. Polo was the first brand that used Instagram GIPHY, at the right time while GIPHY was highly regarded & frequently used in Turkey.
Warsaw, 5 June 2019 - IAB Europe, the leading European-level industry association for the digital advertising ecosystem, is delighted to announce the winners of their prestigious MIXX Awards Europe and IAB Europe Research Awards. The annual award competitions showcase the very best of digital advertising from across Europe and the winners were announced at IAB Europe’s annual Interact conference in Warsaw, Poland on 4 June.
The 2019 MIXX Awards winning companies include: Mindshare Poland, Havas Denmark, Initiative, Reprise, Mindshare Turkey, LDV United, MediaCom Switzerland, Hype and OMD.
The 2019 Research Awards winning companies include: MeMo², Annalect, Gemius SA, Havas Media, Kantar and Teads.
The full MIXX Awards Europe winners can be viewed here and the full IAB Europe Research Awards winners can be viewed here.
The MIXX Awards Europe recognise and celebrate the best digital advertising campaigns in Europe. Chaired by Anna Lubowska, Independent Business Consultant and Supervisory Boards Member, the MIXX Awards Europe has 13 categories which were reviewed by a jury of leading industry experts. More information about the MIXX Awards Europe jury members can be found here.
Anna Lubowska, Chair of the Jury said: “Today marketers have a range of channels in which they can reach their target audiences. This brings with it challenges on deciding where to allocate advertising budgets. Celebrating the latest and greatest work, the MIXX Awards Europe highlight why digital is a necessary channel for all campaigns. The competition recognises these campaigns and the teams behind them achieving excellence in digital marketing. Winning a MIXX Awards Europe prize puts victors in the marketing spotlight.”
The IAB Europe Research Awards recognise and showcase great European digital research projects and the contribution they have made to the development of the digital advertising industry. There are 8 categories including Consumer Attitudes & Behaviour and Research & Data Innovation. The Jury was chaired by Rene Lamsfuss, Chief Analytics Officer at Publicis Media DACH. More information about the Research Awards jury members can be found here.
Rene Lamsfuss, Chair of the Jury said: “The IAB Europe Research Awards have celebrated and showcased excellence in digital advertising research from across Europe for nearly ten years. Winning a Research Award is an industry recognised achievement and I am pleased to have been able to review the breadth and depth of submissions this year.”
The winners were announced at IAB Europe’s flagship digital advertising conference ‘Interact 2019’. The Grand Prix winners of the MIXX Awards (LDV United) and the Research Awards (MeMo²) will both present their winning projects during the second day of the Interact conference on Wednesday, 5 June, where over 600 Industry leaders from across Europe’s digital advertising ecosystem, including advertisers, publishers, agencies and technology companies attended.
Notes to editors
About IAB Europe:
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
Media contact:
Marie-Clare Puffett, Business Programmes Manager, IAB Europe – puffett@iabeurope.eu
Helen Mussard, Marketing & Business Strategy Director, IAB Europe - mussard@iabeurope.eu
Market grows 13.9%, fastest growth since 2011
Out-stream video surges 44.7% YOY
Warsaw, Poland 4 June 2019 – IAB Europe, the leading European-level industry association for the digital advertising ecosystem, announced at its annual Interact conference today in Warsaw that digital advertising grew 13.9 percent in 2018 to €55.1bn, driven by strong growth in video, mobile and social spend. This is the fastest growth since 2011 and has seen the market more than double in size since 2012.
The AdEx Benchmark study is the definitive guide to the state of the European digital advertising market, covering 28 markets, and is now in its thirteenth year. In 2018, a total of twenty-one markets saw double-digit year-on-year growth
Out-stream video and mobile both dominated results in 2018, as they both grew by double-digits in all twenty-eight markets in the study. Out-stream video grew by 44.7 percent on average, compared to in-stream at 19.7 percent. Overall, video grew by 30.9 percent, to €7.6bn, accounting for 33 percent of the display market.
Search remains the largest online advertising category in terms of revenue with a growth of 12.5 percent and a market value of €25bn.
Social is fueling display growth across Europe, growing 33.7 percent year-on-year and now accounts for 49 percent of display.
Total mobile ad spend grew by 31.4 percent in 2018, to €22.8bn, and now accounts for 41 percent of all digital ad spend across Europe.
Commenting on the results, Townsend Feehan, CEO, IAB Europe said “It is encouraging to see such healthy, double-digit growth across the entire region, driven largely by mobile and video. The digital advertising industry now contributes €55bn towards European Gross Domestic Product and is adding value to both mature and emerging markets. With digital advertising now accounting for 45 percent of all paid media advertising across the region and new European data protection rules making users more aware of their choices about how their data is processed, it is important that we focus on delivering privacy-first ad experiences that protect consumers and support Europe’s digital economy”
The IAB Europe AdEx Benchmark study divides the digital ad market into three categories: Display, Search and Classifieds and Directories. Growth in these advertising formats has been underpinned by shifting uses in devices and changing consumption patterns. In 2018, Display has closed the gap with Search, growing by 17.5 percent to account for 42.2 percent of all spend.
Dr. Daniel Knapp, Chief Economist, IAB Europe continued “Mobile, video and social continue to drive growth across the region, with mobile now closing in on 50 percent of both display and search, and video accounting for a third of all display. These formats and environments reflect consumer engagement with a range of devices, for entertainment, utility and connection, demonstrating the diverse power of digital advertising to influence consumer decision-making.”
In 2018, the top five largest growth markets all came from the CEE region:
Norway entered the top 10 in 2018, with further gains by Spain and Sweden.
Top 10 rankings (by market size)
The full AdEx Benchmark 2018 Report will be published towards the end of June 2019.
Access the IAB Europe AdEx Benchmark Study here.
For more information, please contact:
Helen Mussard, IAB Europe (mussard@iabeurope.eu)
Alison Fennah, IAB Europe (fennah@iabeurope.eu)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)
About IAB Europe
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
About the AdEx Benchmark study
The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. The report includes market size and value information for 2018 for the following markets: Austria, Belarus, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK and the Ukraine. The data represents the calendar year 2018 January- December. This is the thirteenth AdEx Benchmark study 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.
Explanatory note on IAB Europe 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 studies. As the methodology of the studies varies market by market, IAB Europe has defined methodology rules to represent the figures in such a way as to make them realistically comparable. This involves:
Data reported by national IABs is supplemented with data from company filings and econometric models.
IAB Europe revealed the AdEx Benchmark 2018 study results at its annual Interact conference today in Warsaw. The results show that digital advertising grew 13.9 percent in 2018 to €55.1bn, driven by strong growth in video, mobile and social spend. This is the fastest growth since 2011 and has seen the market more than double in size since 2012.
The AdEx Benchmark study is the definitive guide to the state of the European digital advertising market, covering 28 markets, and is now in its thirteenth year. In 2018, a total of twenty-one markets saw double-digit year-on-year growth.
Access the study below.
On the 9 May, IAB Europe convened its fourth Virtual Programmatic Day – an online conference for the internet advertising industry focused on one of the most important technology trends in the sector. What follows is a summary of the four panel discussions that took place during the event. If you would like to see a list of the speakers that took part in the event please click here, where you can also review the agenda.
Programmatic audio comes of age
It’s a simple rule of marketing: brands must follow their audience. Today, that means journeying into the world of podcasts and music streaming. By bringing audio into the programmatic fold, advertisers can target listeners with personalised content, but they can also improve their overall marketing effectiveness. This is because the data generated by audio will help inform other programmatic activities, and vice versa.
“Audio is moving from a broadcast channel to one of personalisation, transparency and repositioning around performance.” – Liam Brennan, Global Director of Innovation, MediaCom
However, for programmatic audio to take off some barriers must be overcome – from a lack of awareness on the part of marketers about the availability of audio in programmatic to a lack of clarity over which part of the marketing team will activate and conduct the buys. And as an emerging channel, there’s still much work to be done around integration and standardisation.
The opportunities around voice are a bit further off, but are likely to be realised as more consumer devices become connected and 5G enters the mainstream. For this channel to be leveraged effectively by advertisers, respecting the user and placing their privacy at the centre of things will be critical.
An audience poll was undertaken during the event to find out if they think voice is an opportunity for brands or just a utility. 30% of the audience voted that they think it is an opportunity, 11% a utility and 59% both.
The rise of programmatic native advertising
The importance of the consumer is also a key consideration when it comes to programmatic native advertising. Programmatic and native are ideal companions as both are about meeting the needs of the consumer – the former by personalisation and the latter by adjusting content to the format and mode the consumer is using at a given moment. With native, advertisers can improve the user experience exponentially and deliver much more detailed content than with traditional display advertising.
“Native has made dynamic creative optimisation more scalable and affordable” – Clementina Piaza, Programmatic Director EMEA, Integral Ad Science
By improving the experience for consumers and bringing more flexibility into advertising, programmatic native also increases complexity. In this case, the main challenge is around managing creative siloes. With each publisher using different formats and standards, there’s no easy way to deliver native adverts across multiple publishers. Buyers need to be aware that there’s no ‘one-size-fits-all’ when it comes to native; and while the industry gets to grips with understanding best practice and creating new standards, good communication between creatives and publishers will be essential.
An audience poll during the event revealed that the majority of attendees think that programmatic native is defined as either ad units used for the automated distribution of content at scale and that align to the style and format of the surrounding environment or Material in an online publication which resembles the publication's editorial content but is paid for by an advertiser and intended to promote the advertiser's products.
Programmatic gets creative
Another key focus of advertisers today is how programmatic can be leveraged to improve creative. The key opportunity here is in using programmatic methods to make advertisements more relevant through the use of data analytics. Importantly, especially in the age of GDPR, this data need not be customer data: programmatic creative can be realised through non-personal data. In doing so, brands can still story-tell and deliver hyper-relevant adverts but based on context rather than individuals.
With Google set to introduce new power for users to block cookies on Chrome, such context-driven approaches to programmatic creative will only increase in importance. This will drive agencies to come up with more creative approaches to their campaigns, something that will rebalance the data-driven and automation side of programmatic content creation with human creativity.
“Data is great – but you need the human mind to come up with good creative” – Julie Selman, Senior Director and Head of Demand Strategy, FreeWheel
Another audience poll asked about the key challenges regarding creative optimisation which revealed that complexity of creating multiple versions of a creative was the top challenge (27%) followed by:
GDPR and the IAB Europe Transparency & Consent Framework 2.0
One year on from GDPR, the advertising industry has come a long way. Internally, companies have transformed as data protection and technical teams have come into existence to ensure compliance.
Meanwhile, privacy lawyers have taken on a strategic role at the heart of businesses, helping their organisations build privacy into their business models. The value chain has been impacted too, as businesses have whittled down the number of partners they work with in an attempt to limit their risk exposure.
Today, there’s greater clarity over the responsibilities of the different players in the advertising ecosystem with regards to GDPR, and partners are looking to collaborate more effectively to ensure compliance. With an increasing number of Data Protection Authorities looking to enforce GDPR this collaboration couldn’t come at a better time.
To help in this process, IAB Europe has issued version 2.0 of its Transparency & Consent Framework (TCF). In response to industry feedback on version 1.0, IAB Europe has made its new framework broader and addressed legitimate interest. The new framework also enhances publisher controls and visibility so that the legal basis for data processing is clearer for all.
“As from the end of this summer we’re hoping to see implementation of the new framework pick up and we have a technical group set up to manage this transition.” – Townsend Feehan, CEO, IAB Europe
To listen to a full recording of the Virtual Programmatic Day click here.
This webinar aims to build on the Blockchain Demystified white paper published in April and delve deeper - in an impartial way - into a technology that has the potential to revolutionise the digital advertising industry. Its promises, its shortcomings, and essentially its future will be dissected by a roster of experts in the field, from both Europe and the US. More importantly, the webinar will provide attendees with the opportunity to get answers to their most pressing questions related to blockchain in a live Q&A session.
Join us at 15.00 BST / 16.00 CEST on 25 September
Moderator and speaker
Speakers
Developed under the guidance of the IAB Europe Education & Training Committee in concert with the IAB Europe Research Committee, this survey aims to cover a series of critical areas of the digital training and human capital in the online ecosystem, identifying:
The survey will not take longer than 10 minutes to complete and will close on Wednesday, 31 July. So if you are a recruiter, trainer, or aim to start or transition into a job in digital, take the survey and help us build another valuable resource for the industry!
All participants will receive a copy of the results.
Please contact us if you have any comments or questions.
The 2018 Human Capital in the Digital Environment report is accessible here.
It’s been a busy few months for IAB Europe’s Programmatic Trading committee, from filming 101 videos on the programmatic ecosystem, to hosting the Virtual Programmatic Day and representing IAB Europe at industry events. We wanted to share some of the top highlights from the committee so you can see the great work and outreach that comes from being on an IAB Europe Committee.
Virtual Programmatic Day
Hosted at the Verizon Media’s studios on 9 May, the Virtual Programmatic Day H1 2019 had a packed agenda covering the following topics: the Development of Programmatic Audio Advertising in Europe; using Programmatic to power Creative Advertising and IAB Europe’s Transparency and Consent Framework 2.0. Over 380 people ‘virtually’ attended, and we had active participation through panel polls to ascertain the audience’s viewpoints throughout the sessions.
If you missed the VPD, or would like to listen again, you can watch the full recording here.
Register for IAB Europe’s H2 VPD here which will be held on 19th November. Stay tuned for further details!
Industry events
Simon Halstead, Chair of the committee took part in the ‘International Experts’ Panel’ at d3con on 2 April. Held in Hamburg each year, d3con is the world's biggest event on Programmatic Advertising. The panel discussed and debated a range of industry topics including programmatic video trading, scale and measurement of connected TV, solutions to increase transparency, consolidation in the marketplace, effective programmatic native advertising, walled gardens, in-housing
View the full panel discussion here: https://www.youtube.com/watch?v=W7sVH1a58QY
Simon also chaired a panel on centralisation vs. decentralisation of programmatic strategies at the Programmatic Pioneers event on 21 May in London. He was joined by experts from Visa, Uber, Zenith, Hotels.com and Infectious Media and they discussed how buyers can gain a single view across markets to deliver a consistent programmatic strategy that offers greater control over campaigns.
Industry insights and outputs
The committee has much more planned this year including a white paper on Programmatic OOH, blog series on Programmatic Audio and the Attitudes to Programmatic Report.
We are in the process of gathering responses to our annual Attitudes to Programmatic Advertising survey. This industry benchmark survey assesses the current adoption of and attitudes towards programmatic advertising from both buy and sell-side stakeholders. Take part in the survey here: https://www.surveymonkey.co.uk/r/iabprogrammatic
Get involved!
IAB Europe’s Programmatic Trading Committee’s objective is to increase understanding of the programmatic ecosystem and the impact it is having on digital advertising and influence industry initiatives to improve the ecosystem. As part of its annual work plan, the Committee develops and delivers a comprehensive pan-European programme of educational outputs, as well as representing IAB Europe at leading industry events, and contributing towards expert whitepapers and research.
Being part of the Programmatic Trading Committee is a great opportunity to share best practices, gain industry insights and increase your knowledge and expertise by collaborating with some of the best programmatic leads from across the region.
If you are an IAB Europe member and would like to get involved in the Programmatic Trading Committee, email Marie-Clare Puffett, the Business Programmes Manager - puffett@iabeurope.eu
Drop8’s client, a travel booking platform, was focused on delivering fully completed video ads at the lowest possible price, while still reaching its target audience on the client site list.
In an effort to deliver video completes for advertisers, Drop8 optimized toward Cost per Completed View (CPCV), but their chosen solution engaged traders in several manual steps on a daily basis, including retrieving and analyzing reports, reviewing data and optimizing each campaign based on those findings. As a result, the team dedicated considerable time and substantial internal resources to reporting true video completion back to clients.
Drop8 turned to AppNexus, whose CPCV-buying capability, Guaranteed Completes, allows buyers on its DSP to simplify video campaign set-up and leverage optimized prediction via machine learning for a more efficient buying process, while guaranteeing 100% video completion, regardless of ad length.
Download the complete case study below.
This article was originally published here.
London, 13 May 2019 — Index Exchange today announced it has secured the Internet Advertising Bureau (IAB) UK Gold Standard 1.1 Certification, becoming the first-ever company to achieve this newly minted status.
The news comes less than five months after Index Exchange joined the Board of the IAB, a trade association representing more than 1,200 of the country’s leading brands, media owners, technology providers and agencies. James Prudhomme, Index Exchange’s Executive Vice President of International, has been representing the organisation on the board since January, sitting alongside leaders from Google, Microsoft, The Trade Desk and more.
Though Index Exchange has long been involved with the IAB UK, their new position on the board and receipt of Gold Standard 1.1 Certification mark a new phase of their involvement with the trade organisation. The 1.1 certification also demonstrates the company’s solidified commitment to reducing ad fraud, improving the digital advertising experience and increasing brand safety throughout the advertising technology ecosystem.
“Programmes and initiatives launched by IAB UK — particularly the Gold Standard Certification — have served to bring credibility and transparency to the programmatic ecosystem,” said James Prudhomme of Index Exchange. “We’re thrilled to be the first company to earn the Gold Standard 1.1 seal, and we look forward to working alongside the IAB UK as they continue to transform the advertising community for the better.”
The IAB UK announced it was becoming more exacting in the criteria required to receive Gold Standard Certification in April of this year. Specifically, the trade body added benchmarks to the already stringent list of best practices it required groups to meet, ensuring only those companies who are fully certified under JICWEBS Digital Trading Standards Group — and whose partners are compliant with both ads.txt and the Coalition for Better Ads — receive the 1.1 accreditation.
“Congratulations to Index Exchange for becoming the first Gold Standard 1.1 certified company!” said Tim Elkington, Chief Digital Officer of the IAB UK. “This achievement not only underlines Index Exchange’s commitment to building a responsible and sustainable digital advertising ecosystem, it also sets a great example for others to follow.”
About Index Exchange
Index Exchange is a global advertising marketplace where premium digital media companies sell their ad impressions openly and in real-time. Built on the pillars of neutrality, clarity, and the most reliable technology, Index is the ad exchange that media companies trust. With no other business interests to divide its attention, Index’s sole focus remains connecting media companies with premium demand at massive scale. Visit Index Exchange at www.indexexchange.com or @indexexchange.
About IAB UK
The Internet Advertising Bureau (IAB) UK is the trade association for digital advertising, representing over 1,200 of the UK’s leading brands, media owners, technology providers and agencies. Digital advertising is continuously growing and evolving.
IAB Europe, in partnership with the IAB Tech Lab, announced on 25th April that the Policies and Technical Specifications for version 2.0 of the Transparency & Consent Framework (TCF) are being made available for public comment. The opportunity to comment will last for 30 days, up to 25th May 2019.
During this consultation period, IAB Europe hosted a webinar for Publishers, to provide a full overview on the TCF v2.0. This 1.5-hour information session includes a 45-minute presentation from key contributors to TCF v2.0 and a 45-minute Q&A session to answer questions from participants.
Download the Presentation slides HERE. And watch the Video recording HERE.
Note: Due to the technical issues encountered in the first webinar, the webinar here above is a second recording. As a result the names or titles of the speakers may have changed between the first and the second recording.
This week has seen complaints submitted to four new European Data Protection Authorities (DPA), in Belgium, Luxembourg, the Netherlands and Spain, by a number of consumer privacy activists. This follows complaints originated by Johnny Ryan, an executive from an internet start-up, and it has been suggested by a lawyer working with the complainants that this is part of a co-ordinated approach to generate a “cascade of complaints” to a wide range of DPAs.
As the nature of the complaints are very similar, it suggests there is still some confusion regarding the mechanics of the online advertising industry, the role a not-for-profit trade association such as IAB Europe plays and the purpose of an industry framework like the IAB Europe Transparency & Consent Framework (TCF).
Whilst this is not the forum to go into detail on the nature of Real-Time Bidding (RTB), we did want to provide some further clarity on the IAB Europe Transparency & Consent Framework.
The TCF was developed with the sole purpose of ensuring that when personal data is processed for the purpose of digital advertising that this takes place under an appropriate GDPR legal basis, with the various conditions of that legal basis being met.
The current version of the TCF enables website publishers to obtain consent from a user for the processing of personal data in relation to advertising and content personalisation and to store or access information in connection with processing data for one of those purposes. During this process, the B2B advertising technology companies the publisher works with to generate advertising revenue for their site are also disclosed to the user.
The TCF uses a standardized protocol - a series of rules, guidelines and language - to capture and communicate in a consistent way the choices made by a website user. The protocol makes it clear to all parties operating within a digital advertising value chain which vendors have received user consent for data processing, and for what purposes. If any vendor or Consent Management Platform (CMP) implementing the TCF shares the personal data of a user with another vendor that does not have a GDPR legal basis, that vendor or CMP is acting in violation of the TCF Policies and Terms & Conditions and will be suspended from the Framework.
We launched the Transparency & Consent Framework (TCF) in April 2018 and have recently issued an update, TCF v2.0, for public consultation. Once implemented, as part of a more complete accommodation of the “legitimate interests” legal basis, Version 2 will integrate the users’ “right to object” functionality directly into the string of data being communicated between business partners. This will increase visibility and control for users and publishers and give confidence to users that their data may not be used for personalised ads, if that is their wish.
Over the past year we have had the chance to present V1 of the TCF to a number of European DPAs. Indeed, some of the changes in V2 reflect our attempts to take account of DPA feedback on V1. As we socialize V2 and the important changes it brings, we will continue to work with DPAs and to seek their guidance on how the Framework can promote compliance with both the GDPR and the ePrivacy Directive.
