More than 90% of Advertisers are Partnering with Retailers to Reach Consumers
New study from IAB Europe and Microsoft Shows that Retail Media is Now an Established Part of Media Plans
13th December 2022, Brussels, Belgium, IAB Europe, the leading European-level industry association for the digital and marketing ecosystem has today announced the results of a new industry survey on retail media advertising. Currently, retail media is one of the fastest growing sectors within the digital advertising industry and IAB Europe forecasts retail media ad spend will reach €25bn in Europe by 2026.
To further understand the retail media opportunity, IAB Europe and its member company Xandr, now part of Microsoft, surveyed over 800 buy-side stakeholders on their current use and experience leveraging retail media. The study also looked at their strategic focus for the sector over the next 12 months.
Retail Media is No Longer an Emerging Channel
The results demonstrate that retail media is a key part of advertising strategies with 92% of advertisers and 74% of agencies already partnering with retailers to reach consumers. Of the small amount that are not engaged with retail media as an advertising channel, 88% of advertisers and 77% of agencies plan to do so in the next 12 months.
First-Party Data Strategy is a Key Opportunity
Data, in particular first-party data, is a key opportunity within retail media, largely driven by the deprecation of the third-party cookie. More than a third of buyers cite this as one of the key drivers of retail media adoption and the majority are already working on their first-party data strategy. Whilst 91% of buyers have a first-party data strategy in place, 49% are still working towards scaling their first-party data strategy.
Scale and Ad Tech Key Challenges to Overcome
As with any new advertising channel, retail media is not without its challenges. A third of respondents cited ‘scale’ and ‘integration with other advertising technologies’ as their top two barriers. Buyers want to be able to purchase their advertising via one or a few technology partners and the lack of retail media ad tech integration remains a stumbling block.
Daniel Knapp, Chief Economist, IAB Europe comments on the factors driving the growth of retail media in Europe: “Retail Media in Europe is already an €8bn market and growing double-digit despite economic headwinds. The pandemic-induced rise of e-commerce, paired with retailers’ first party data in a world of signal loss, and the ability to combine ad exposure and conversion into a single platform are key market drivers. We see further potential for off-site retail media to integrate retailer’s role more widely in the upper marketing funnel.”
“Our research with IAB Europe shows how third-party cookie deprecation has accelerated the adoption of this channel since it offers the benefits of first-party data with closed loop attribution. However, there are still pain points related to scale and technology that are creating challenges for retailers and brands,” comments Paul Longo, Global Head of Retail Media Sales, Microsoft Advertising. “We are passionate about working with both retailers and brands to deliver solutions that drive meaningful business outcomes; solutions that offer retailers the tools and platforms they need to drive scale, efficiency, and performance for brands, and that enable brands to capitalise on this opportunity to reach high value audiences.”
Laura Badea, Commerce Partner, Wavemaker, commented: “The new study from IAB Europe and Microsoft confirms what we have witnessed in the last 12-18 months – the shaping of retail media as a key element in the strategic channel mix. Retail media is no longer seen as bottom-funnel activation; the development of site-serve capabilities and tech solutions which allow advertisers to deploy audience segments built with retailers’ 1st party data across the entire web has enabled the conversation to shift from brand-led to commercial-led outcomes.
The work of the new retail media working group - launched by IAB Europe in October - is therefore critical in helping to define a unified vision and standards to underpin the fast growth that moves at different levels of speed across sectors and markets.”
Amir Rasekh, Director of Nectar360, said: “The results from the IAB Europe and Microsoft study show that retail media presents a real opportunity for brands to reach consumers effectively. We have been building our data-driven Retail Media capability across Sainsbury’s and Argos for many years, with the aim of driving enhanced levels of personalisation for our customers and strong returns for clients.”
IAB Europe launched its Retail Media Working Group to enable collaborative conversations, provide education and insights, and create recommendations to shape and define this exciting advertising space. The new working group is open to all IAB Europe members and will provide education on the retail media landscape, the benefits, and use cases as well as insights and standards to enable the market to continue to grow.
Download the IAB Europe and Microsoft Industry Insider to access the survey insights and perspectives from the industry.
By Emmanuel Josserand, Brand, Agency and Industry Relations, FreeWheel
With high inflation and rising living costs likely to influence consumer spending patterns, how are marketers across Europe planning to respond?
AudienceXpress, FreeWheel’s premium video media sales house, commissioned independent media research firm CoLab Media Consulting to conduct a survey to find out. Between 18 and 22 July 2022, CoLab surveyed 500 marketing decision-makers and influencers in the UK, France, Germany, Italy, and Spain (EU5).
This third edition of the survey aims to understand how marketers – advertisers and agencies – across the five European countries are adapting to the current market forces; how they are adjusting spending priorities and preparing for the year ahead; and what their predictions are on Advanced TV.
The results from this year’s survey reveal that marketers are cautious but increasingly enthusiastic about investing in Advanced TV – which includes video-on-demand (VOD), Connected TV (CTV), over-the-top (OTT), and addressable linear TV.
Key takeaways:
• Two-thirds of marketers are looking to continue marketing spend to at least the same level as last year and not ‘go dark’ over the next 12 months
• Confidence in Advanced TV is high as 78% of marketers expect spend increase in these channels
• The rise of ad-supported VOD platforms has generated much interest: 89% of marketers intend to augment their spend in these channels
• Half of marketers are satisfied with their current level of spend in Advanced TV, while 45% would like to increase these budgets
• Data targeting and ad effectiveness are the main drivers of Advanced TV spend growth in 2022
From optimism to caution
Present economic and geo-political concerns have created a lot of uncertainties which have impacted last year’s return to optimism. As a result, 35% of marketers surveyed are expecting their overall marketing budget to decrease. However, 65% of respondents are still looking to continue their marketing efforts to at least the same level as last year and not ‘go dark’ during this difficult time.
These forecasts can differ depending on industry sectors and, of course, the region. Where UK marketers are rather pessimistic, in France, a greater proportion of marketers surveyed expect uplifts in spending, rather than decreases.
Customer acquisition is marketers’ top priority for the year ahead
As with the previous two years, the EU5 marketers surveyed remain focused on upper funnel metrics such as acquiring customers, which is now the top marketing priority for 38% of EU5 respondents. In line with these upper-funnel priorities, 41% regard reach as the number one driver for marketing success.
There is a notable difference between agencies and advertisers, however, when it comes to key priorities for the year ahead. Agencies seem more focused on customer retention and nurturing brand loyalty than advertisers. With inflationary pressure kicking in, loyalty and retention will potentially become a vital business metric moving forward.
Optimism for Advanced TV is on the rise as 2023 approaches
Confidence in Advanced TV channels appears to be accelerating in the five countries studied, with 78% of respondents expecting to increase their Advanced TV budgets in the next 12 months. In comparison, the previous survey conducted in 2021 found that 73% of participants were planning to boost investment in these channels. Present satisfaction levels with Advanced TV spend also point towards growth, as 45% of EU5 marketers surveyed would like to see their organisation invest more in these channels.
Further education about Advanced TV is paramount
With the first signs of a recession hovering over the economy, marketing budgets are once again under scrutiny. It is no surprise, therefore, that ad effectiveness is seen as the biggest driver of Advanced TV ad spend.
When it comes to defining which factors are inhibiting spend, advertisers and agencies. are split. For the advertisers surveyed, a lack of awareness around Advanced TV is the biggest barrier to unlocking further growth (25%); while for the agencies who took part in the study, 26% rank a lack of willingness to experiment with Advanced TV channels as the most significant inhibitor to spend.
AVOD and FAST to see continued investment
The past 12 months have seen a significant growth in ad-supported video-on-demand (AVOD) and free ad-supported streaming services (FASTs) with the proliferation of platforms, and new hybrid models coming into the market. As a result, almost nine in 10 marketers surveyed say they intend to raise their investments in AVOD and FAST channels.
At a time of economic uncertainties, marketing budgets are often under much pressure. However, it seems that businesses are staying mindful of the commercial benefits that come from marketing through economic downturns. Continuing to meet marketers’ demand for advanced technological capabilities, such as data-driven and audience-based targeting, will drive additional growth.
These insights also demonstrate the need to further raise awareness about Advanced TV channels, as well as prove the benefits of adopting them.
You can download an Infographic on the Pan-European results below. For additional info about the survey and country specific results, please click here.
Advanced TV definition:
In the survey we defined Advanced TV as any of the following types of TV advertising:
• VOD / Video on Demand (incl. BVOD – Broadcaster Video On Demand) (i.e. advertising around a programme that has previously aired on linear TV. (B)VOD can be targetable)
• Connected TV / OTT (i.e. ads appearing in smart TV apps, external devices – AppleTV, Amazon Fire, gaming consoles, etc – or Operator Set Top Box and log-in streaming apps)
• Addressable Linear TV (i.e. linear TV advertising that, through the use of data, can reach consumers at the household level)
Methodology
This research was conducted by independent media research firm CoLab Media Consulting between 18 and 22 July 2022. Commissioned by AudienceXpress, FreeWheel’s premium video media sales house, the study aimed to understand how advertisers and agencies across five European countries (UK, France, Germany, Italy and Spain) are adapting to the current market forces; how they are adjusting spending priorities and preparing for the year ahead.
About AudienceXpress
AudienceXpress allows marketers to connect directly with major TV and digital video providers across all screens and formats while providing access to FreeWheel Media’s services. As a premium video media sales house, AudienceXpress enables buyers to purchase premium TV and video advertising on an audience basis across all platforms, including connected TV (CTV), digital publishers, and video-on-demand and streaming platforms (AVOD), and digital publishers. Empowered with high quality audience data, marketers can achieve better, more accurate campaign planning, measurement and optimisation in near real time.
About FreeWheel
FreeWheel, a Comcast Company, is one of the industry’s most complete advertising management solution. Purpose built for the New TV ecosystem, we enable our collective client base across all key industry segments to manage and monetise their premium video inventory in the brand safe ways they require. Our offerings work in synchronised tandem to meet every aspect of our clients’ business needs across all screens, data sets, and monetisation channels, while providing the full safety, compliance, and control the New TV ecosystem demands. With offices in New York, San Francisco, London, Paris, Beijing, and across the globe, FreeWheel stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit www.freewheel.com, and follow us on Twitter and LinkedIn.
Unifying Retail Media Leaders Across Europe
To Enable Collaboration, Education, Insights and Standards
13th October 2022, Brussels, Belgium, IAB Europe, the leading European-level industry association for the digital and marketing ecosystem has today announced the creation of a new Retail Media Working Group. The group will bring together stakeholders from across this emerging new channel in order to enable collaborative conversations, provide education and insights and create recommendations to shape and define this new, exciting advertising space.
Retail Media in Europe is accelerating each year and is a key part of the media plan. In 2021 the market was worth €7.9 billion and this is expected to reach €25bn by 2026, representing a significant investment opportunity. Further, a recent buy-side survey on the Retail Media Opportunity in Europe shows that retail media is already a key part of the media plan; 92% of advertisers and 74% of agencies surveyed state that they are currently partnering with retailers to reach consumers[1].
The new working group is open to all IAB Europe members and will provide education on the retail media landscape, the benefits, use cases as well as insights and standards to enable the market to continue to grow. IAB Europe is also pleased to welcome some new retail brands to its membership to take part in the working group.
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes at IAB Europe commented: “Retail Media is a key area of growth within the digital advertising sector. IAB Europe has spent the past few months discussing the landscape in Europe with key retailers and players and looks forward to kicking off the Working Group to enable cross-industry collaboration.”
For members wishing to join the working group please sign up here. Organisations wanting to be involved in the committee who are not yet members of IAB Europe, please contact communication@iabeurope.eu
Notes
[1] The full results of the Retail Media Opportunity in Europe survey will be available in November. IAB Europe and Xandr are hosting a webinar on the 27th October to present a first look at the results and host a panel discussion with leaders in this field, find out more and sign up here.
Over 1000 Industry Professionals Share Their Investment Drivers, Barriers, and Operational Models
Brussels, 29th September 2022, IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the results of its annual ‘Attitudes to Programmatic Advertising Study’.
Now in its eighth year, this study has become an industry benchmark and helpful insight to show how programmatic advertising attitudes, adoption and strategies are evolving. This year the study tripled in responses with over 1000 industry professionals taking part across 29 markets in Europe. The respondents represent four stakeholder groups - advertisers, agencies, publishers, and ad tech vendors - to ascertain the views and directions from the entire ecosystem. More than half of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above.
Nick Welch, Head of EMEA Programmatic Sales at IAS and Programmatic Trading Committee Chair at IAB Europe said: The "Attitudes to Programmatic Advertising 2022 Study' serves as an important annual benchmark towards programmatic strategies in digital advertising. The widening of the research shows its focus across various players in the industry from multiple markets. We're grateful for all the respondents to the study and helping set the agenda for the coming 12 months. Even amongst the backdrop of tightening budgets and further media scrutiny, it's encouraging to see that investment in programmatic is likely to increase. Alongside this, we're witnessing tremendous appetite across growing environments such as CTV and audio. However, marketers must play a crucial role in these areas, ensuring that balance is found between optimising media spend, data transparency and delivering a targeted and enjoyable consumer experience."
Positive Outlook Driven by Connected TV
All stakeholders (74% of advertisers, 80% of agencies and 68% of publishers) are expecting their programmatic investment to increase over the next 12 months. There seems to be consensus around connected TV as a key growth area; more than 50% of all stakeholder groups cite this as a key to programmatic growth over the next 12 months. Voice, almost non-existent as key to growth in previous years - makes a strong appearance this year with 32% of advertisers and 28% of agencies citing this as a key growth area.
Commenting further on the investment trends, James Collins, SVP, Media Network, Rakuten Advertising said “The annual Attitudes to Programmatic Report from IAB Europe is an important indicator for the industry on the opportunities and challenges for programmatic advertising. It’s positive to see that CTV remains the largest growth area for programmatic, with key learnings in this report hopefully the industry can take a step closer to capitalising on this opportunity.”
Media Cost Efficiencies Are Key to Investment
More than a quarter of advertisers and agencies ranked cost efficiencies as the most important driver for programmatic investment. This is closely followed by granularity of controls and transparency of reporting. Advertisers also cite costs as a barrier to investment; 22% ranked it as the number 1 barrier. Quality of media is also a concern (38% ranked this as the first or second barrier to investment). For agencies, hiring and training staff is a key barrier to programmatic investment.
Advertisers Shift from In-Housing to a More Dynamic Approach
In 2021 50% of advertisers said they had an in-house model. This seems to have dropped significantly to 16% in 2022. There seems to be a more hybrid or dynamic approach with advertisers tapping into a range of methods such as outsourcing to a DSP, independent trading desk etc. This is perhaps being driven by the struggle to source the correct talent, paving the way for consultancies to play a more vital role in the process.
Interaction and Quality Metrics Are Key to Measurement
When asked which metrics are important to evaluate display campaigns that are traded programmatically, the majority of advertisers cited social interactions as the most important, as opposed to sales which was the top metric in 2021 (59% vs 37%). For agencies and publishers, it is in delivering quality metrics (60% and 53% respectively) that is most important.
Shift in the Type of Data Used for Audience Targeting
The study shows a decrease in the use of first-party data alongside an increase in second-party data. Whilst 2021 showed first-party data was the priority for advertisers, agencies, and publishers in 2021, this is now ranked third behind second-party data (the most popular priority averaging 57% with agencies leading at 60%) and third-party at 49%.
The report, written by industry experts from IAB Europe’s membership, and forms part of a comprehensive programme of pan-European educational and guidance outputs published by the IAB Europe Programmatic Trading Committee. The full report with accompanying graphs can be downloaded from IAB Europe’s website HERE.
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of media, technology and marketing companies and national IABs, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market.
One of the key objectives of IAB Europe and any National IAB is to build a sustainable future for digital advertising and marketing. This can be achieved by creating standards and rules to encourage responsibility and quality in digital advertising. Over the last few years there has been a surge of industry challenges from ad fraud to unsafe brand environments which has threatened the quality of digital advertising campaigns. A recent survey by IAB Europe found that 92% of buyers prefer to spend their advertising budget with suppliers that adhere to industry quality standards, such as the IAB UK Gold Standard, Digital Ad Trust in France or IAB Poland QUALID.
In order to highlight the great work being undertaken by National IABs and provide a summary of the national level certification schemes aimed at combating these challenges, IAB Europe first created the National Quality Initiatives Navigator in 2020 and has continued to provide updates to it. The latest version of the Navigator includes a summary of the national level quality certification schemes in Europe plus any other guidelines or best practice guides that exist to enable digital advertising to be delivered responsibly and to the highest quality.
As is evident in the paper, a vast amount of work is being undertaken in Europe and beyond to build and ensure a sustainable future for digital advertising and marketing. There are both similarities and differences across all of these initiatives. As a next step, IAB Europe has formed a Working Group of National IABs to establish whether European Baselines can be established.
Access the latest update to the Navigator here.
On 21st & 22nd of September, DMEXCO will be back live and in person for all to attend.
IAB Europe is proud to be a part of this year’s stellar lineup, as we host two keynote presentations and a panel discussion for you to join.
The Time to Act is Now: How Can We Address Sustainability in Digital Advertising?
Media Stage (Hall 8) - 21st at 2.30-2.50 pm
On 21st September at 2.30pm CET our Programmatic & Sustainability Advisor, Andrew Hayward-Wright will dive into what sustainability is and why it matters to our industry today. He will explore the possible ways that we can approach the growing crisis and look at what can be done as an industry to help ensure a sustainable future.
Programmatic Advertising in Europe: Latest Trends, Attitudes and Growth Drivers.
Masterclass (MC 8A, Hall 8) - 22nd, 12-12.30 pm
On 22nd September at 12pm CET we will reveal the latest insights on the development of programmatic in Europe from our annual ‘Attitudes to Programmatic report’. Nick Welch, Head of Programmatic, EMEA, IAS, and Head of IAB Europe’s Programmatic Trading Committee will reveal the latest buy-side and sell-side drivers, barriers, and strategies. A panel of industry leaders will then discuss the key findings.
Our team will also be at DMEXCO, and we’d love to meet you. If you’d like to connect with us, please contact communication@iabeurope.eu.
We look forward to seeing you all there!
IAB Europe's Advertiser Council launched in March. It is an exclusive council for Advertisers to provide insights and information on the latest Digital Advertising trends and developments.
The next meeting will take place virtually on the 16th of September where IAB Europe will present the latest market stats, trends and insights to help advertisers better prepare and understand the role of digital advertising and the wider advertising landscape. We will also share the latest policy and regulatory updates.
If you are an advertiser and interested in finding out more, please contact:
Lauren Wakefield, Marketing & Industry Programmes Director, IAB Europe – wakefield@iabeurope.eu
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes, IAB Europe – puffett@iabeurope.eu
98% of buyers agree that buying inventory in a quality media environment is important
92% prefer to spend their advertising budget with suppliers that adhere to industry standards
Brussels, Belgium, 14 July 2022 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released results of a new survey, which surveyed buyers to identify their digital advertising quality concerns and understand their attitudes towards industry standards, and different types of inventory.
The survey, developed by national IABs within IAB Europe’s European Quality Working Group, found that the role of industry standards, such as the IAB UK Gold Standard, Digital Ad Trust in France or IAB Poland QUALID, is paramount. 84% of all buyers said that they are willing to pay a premium price for higher quality, trusted inventory whilst 92% said that they prefer to spend their advertising budget with suppliers that adhere to industry standards. Additionally 73% said that they check if a media owner or supplier adheres to industry standards before spending budget with them. Only 19% of buyers that responded to the survey said that they don’t mind about industry standards at all.This decreased to 6% if the buyer was in a market with a national quality standard.
A vast amount of work is being undertaken in Europe to improve and uphold quality standards in digital advertising as outlined in the IAB Europe Quality Initiatives Navigator. In 2017, IAB UK created the Gold Standard in order to tackle quality concerns. Fast forward to today, there are now seven markets with a national quality standard or scheme in place. The results suggest these standards help raise awareness of quality concerns, such as brand safety and ad fraud; buyers in markets with a national standard vs. those in a market without were more likely to be aware of those concerns.
In terms of the key quality concerns, the survey found that when buying digital advertising, viewability and brand safety are considered the biggest issues for advertisers and agencies. 89% said they were concerned or very concerned about viewability and 79% said the same about brand safety.
The survey also asked buyers about the areas most in need of the development of standards and CTV came out on top closely followed by Audio and DOOH.
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes at IAB Europe said: “The results of the study we are releasing today, provides reassurance, for the national IABs that already have a quality standard in place and those that are in the process of creating one, that buyers value those standards when spending their budgets within our ecosystem. The work of our European Quality Working Group is important to ensure harmonisation so that International businesses don’t have to adhere to a multitude of different standards across Europe.”
Tim Elkington, Chief Digital Officer, IAB UK commented: “The fact that 92% of advertisers and agencies prefer to spend their budget with suppliers that adhere to industry standards underscores the vital importance of creating shared standards at a national level - such as the Gold Standard in the UK - as well as building consistency of standards between different markets. Increasing collaboration between IABs can play an essential role here, making it easier for our members to navigate and adhere to digital advertising best practice at both a national and international level.”
Wlodek Schmidt, President, IAB Poland and Chair, IAB Europe Board of Directors commented on the importance of a national quality standard in a fast growing market: “In 2021, digital advertising accounted for half of all ad spend in Poland, meaning Poland was on par with the more mature markets in terms of digital ad spend. With this in mind, we as an industry need to focus our efforts to combat cybercrime and advertising fraud more than ever. Following the example of the most advanced markets in Western Europe and the USA, IAB Poland established the QUALID Programme which aims to develop, collect, and promote positive and effective solutions that will contribute to improving the quality of digital advertising in Poland.”
Access the results here
Notes:
Markets with a national quality scheme - UK, France, Poland, Germany, Sweden, Ireland, Italy
Markets without a scheme - Austria, Bulgaria, Croatia, Czech Republic, Denmark, Finland, Greece, Hungary, Macedonia, Netherlands, Norway, Portugal, Romania, Serbia, Slovakia, Slovenia, Spain, Switzerland, Turkey, Ukraine
For more information, please contact:
Lauren Wakefield, IAB Europe (wakefield@iabeurope.eu / +44 7828 514 193)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu / +44 7973 836 917)
Strong growth in online video advertising is being driven by emerging channels and formats but media buyers still seek better measurement solutions
Today, IAB Europe and PubMatic released an industry report titled “The State of Online Video Advertising in Europe”. The report highlights media buyers’ appetite to continue to increase investment in video advertising, in particular connected TV (CTV).
Over 140 online video buyers from agencies and advertisers across 31 European markets took part in the survey-based research generating key insights such as:
“Media buyers are excited about the potential of CTV advertising as it offers a cost effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, Senior Director, CTV/OTT, EMEA at PubMatic.
The study also found that when media buyers find the same programmatic video inventory available via multiple sell-side platforms (SSPs) - which is often the case - from almost half say performance KPIs are the most important factor in deciding which SSP to work with. This is followed by cost (26%) and data activation (16%)
“This focus on KPIs as a deciding factor in SSP selection highlights the importance of maximising audience addressability – a known driver of better performance. Combining brand- and publisher-owned first-party data and independent ID solutions helps better predict consumer behaviour and thus maximises the size and accuracy of addressable audiences across the open web,” said Bhatt. “Today, A/B testing different addressability strategies is one of the best ways to establish which partners can deliver the best performance. Early tests show that a portfolio approach delivers the best performance.” said Bhatt.
The deprecation of third-party cookies has changed buyers’ approach to online video advertising in browser environments, however, despite previous reliance on third-party cookies, programmatic remains strong with two-thirds of respondents allocating the majority of budget to programmatic channels.
Key to driving more revenue into digital video will be solving a lack of cross-screen measurement cited by 46% as the biggest barrier and 57% actively seeking more measurable formats. Despite measurement being a significant challenge, almost one-quarter (23%) of digital media buyers are planning digital campaigns as cross-screen including TV in that definition.
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes, IAB Europe commented on the research: "IAB Europe and PubMatic's The State of Online Video Advertising study provides a view into the direction of travel in Europe for this growing advertising market. The findings will help advertisers, publishers and the broader digital advertising industry plan ahead and make the most of the opportunities on offer. This report shows that advertisers view online video as a strong channel for brand building. However, there are also clear concerns around cross-device targeting that will need to be addressed for the value of online video advertising to be realised in full. Given the aptitude for innovation in the digital advertising sector I have every confidence these concerns will be overcome and online video will continue as an important channel for brand building."
Launching in March, IAB Europe will be hosting a new and exclusive council for Advertisers to provide insights and information on the latest Digital Advertising trends and developments.
The council will meet on a quarterly basis, where IAB Europe will present market insights to help advertisers better prepare and understand the role of digital advertising and the wider advertising landscape. We will also share the latest policy and regulatory updates and showcase best practices and advances in digital advertising.
If you are an advertiser and interested in finding out more, please contact:
Lauren Wakefield, Marketing & Industry Programmes Director, IAB Europe - wakefield@iabeurope.eu
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes, IAB Europe - puffett@iabeurope.eu
One of the key objectives of IAB Europe and the National IABs is to build a sustainable future for digital advertising and marketing. This can be achieved by creating standards and frameworks to provide a set of principles and rules to encourage responsibility and quality in digital advertising. Over the last few years there has been a surge of industry challenges from ad fraud to unsafe brand environments which has threatened the quality of digital advertising campaigns.
In order to highlight the great work being undertaken by National IABs and provide a summary of the national level certification schemes aimed at combating these challenges, IAB Europe first created the National Quality Initiatives Navigator in 2020 and has continued to provide updates to it. The latest version of the paper includes a summary of the national level quality certification schemes in Europe plus any other guidelines or best practice guides that exist to enable digital advertising to be delivered responsibly and to the highest quality.
As is evident in the paper, a vast amount of work is being undertaken in Europe and beyond to build and ensure a sustainable future for digital advertising and marketing. There are both similarities and differences across all of these initiatives. As a next step, IAB Europe has formed a Working Group of National IABs to establish whether European Baselines can be established.
Access the latest update to the Navigator here.
IAB Europe and PubMatic are inviting all advertisers and agencies to take part in their latest Online Video Survey!
The European Online Video (OLV) market is seeing rapid growth. In Europe, it now commands nearly 40% of all display spend and is the fastest-growing segment within social. Innovations in this space, such as advancements in video quality, mean that this growth will only continue.
The market is, however, fragmented, due to several factors including media consumption habits, regulation, and media trading cultures. Plus there is still a lack of research into formats and the factors affecting buying decisions in the online video programmatic space.
As such, IAB Europe and PubMatic created this short survey to better understand online video formats and the factors impacting buying behaviours across Europe to get a picture of the ‘State of Online Video Advertising in Europe’.
The deadline to complete the survey is Friday 21st January, and it takes just 10 minutes to complete. Your response will be treated in the strictest confidence and is greatly appreciated.
