Research reveals that despite the pandemic, programmatic investments have remained stable in Europe, with programmatic video being a key driver for growth.
80% of buy and sell-side stakeholders predict an increase in programmatic investment revenues over the next 12 months.
Brussels, 6th October, 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 2021 Study’.
Now in its seventh year, this study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving. The responses came from close to 300 advertisers, agencies, publishers and ad tech vendors in 31 markets with respondents having both pan-European and Global remits. More than three quarters of the respondents manage annual advertising budgets of €1m or above.
The latest research revealed that, despite the global COVID-19 pandemic, programmatic advertising investments remained fairly stable with growth occurring in areas such as programmatic video. In programmatic video, Connected TV remains key to further investment spurred on by shifting consumer viewing habits. In 2021 19% of advertisers allocated between 21-40% of their programmatic trading budget in connected TV.
Commenting on the growth of CTV, Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA, PubMatic said: “A lot of CTV transactions occur within curated private marketplaces (PMPs). These premium, private, curated environments give publisher sales teams greater control as to how they structure deals and provide buyers with the assurance that their campaigns are running against brand-safe content. Furthermore, PMP deals give marketers and publishers the opportunity to see the true value exchange for their investment and tailor their programmatic strategy and partnership to meet campaign and business goals.”
In terms of investment drivers, ‘better use of data’ still prevails as a key accelerator across both the buy and sell-side for all stakeholders.
“This data underlines that marketing spend is now predominantly shifting to programmatic as many more channels open up to automated, digital forms of advertising. Marketers simply want to know their budgets are being used effectively to positively shift consumers' perceptions of a brand and to drive sales, regardless of whether they buy media programmatically or non-programmatically. The changes to ways of buying, creative formats as well as the data used to target and measure campaigns, means programmatic is no longer seen as a way to simply buy long-tail, remnant inventory as it has been in the past. What has changed, predominantly in response to consumer and legislative concerns around data privacy, is the way in which data is collected and managed. We are seeing a rising shift to solutions that are based on accountable, consent based relationships with consumers, which provides me with hope. It is by aligning with consumer expectations of a fair and transparent value exchange, as well as providing ever-better creative digital solutions as technology and connectivity changes, that we will be able to build sustainable marketing practices for the future." commented Anita Caras, Research Director EMEA, Yahoo!
Gaining access to premium inventory at scale also saw substantial growth as a driver from 20% in 2020 to 50% in 2021 amongst advertisers. This highlights the importance of solutions for advertisers that allow them to connect with mass audiences in premium environments and meet campaign objectives.
Looking at the barriers to programmatic adoption, supply chain transparency dropped as the primary concern for advertisers from 60% in 2020 to 25% in 2021 suggesting that the industry is making significant paths to enhancing transparency on the buy-side. It is not surprising then that the research highlights an increase in the adoption of standards such as App ads.txt, Sellers.json, Buyers.json, Supply Path Object, Demand Path Object, among both agencies and advertisers. Advertisers are now more concerned about identifying the financial benefits of programmatic, with 46% stating that understanding the impact of programmatic trading on total revenue represented a significant barrier.
Commenting on the value of the research and the action being taken to overcome barriers to programmatic investment, David Goddard, VP Business Development, DoubleVerify and Chair, IAB Europe Programmatic Trading Committee, said “The IAB Europe Attitudes to Programmatic study provides critical insight into the key concerns, opportunities and overall direction of programmatic advertising across Europe. It enables the Programmatic Trading Committee, and the wider industry, to devise strategies based on insight from advertisers, agencies, publishers and ad tech vendors. This year, it is encouraging to see that action has been taken, and, amongst buy-side stakeholders, the concern around supply chain transparency has decreased while the adoption of key industry standards has increased. There are still clear concerns, however, that need to be addressed -- especially the steep rise in Brand Safety as a barrier to investment -- which highlights that all stakeholders need to continue to collaborate to make our ecosystem stronger, safer and more secure.”
When it comes to the topic of In-housing, the trend saw some decline in 2020 but is back and on the rise again in 2021; 50% of advertisers stated they have an in-house model for programmatic trading compared to 20% in 2020. This was 68% for agencies compared to 50% in 2020. This is mainly driven by the desire for increased control of operations, first-party data management and greater transparency on where campaigns run.
The last 18 months have certainly been challenging for the advertising industry. But in spite of that and as the economy recovers, more than 80% of all stakeholders predict an increase in their programmatic investments / revenues over the next 12 months.
IAB Europe will be exploring the insights of this report in more depth in our Virtual Programmatic Day on the 11th of November, register here to secure your free place.
IAB Europe is also hosting a free Virtual CTV event on 21st October, register here to secure your free place.
Download the report here
As part of our Trust and Transparency event series throughout September, we will be hosting a range of Industry Insider sessions with some of our members. We will be joined by leaders from Criteo, Facebook, Integral Ad Science, OneTrust, PubMatic, Sourcepoint and Xandr to dive deeper into key areas of trust and transparency.
Join the following events to hear the latest views from leading industry experts. All sessions are free and include an audience Q&A.
We look forward to seeing you there!
Industry Insider With PubMatic: Rebuilding The Value Chain With Transparency At The Core
20th September at 12.00 CET
Find out more and register here
Industry Insider With OneTrust: Web, Mobile, OTT & CTV: How to Make Consent & Privacy an Asset, Not a Hurdle
21st September at 12.00 CET
Find out more and register here
Industry Insider With Sourcepoint: Responsible Media Through The Lens Of Privacy
22nd September at 12.00 CET
Find out more and register here
Industry Insider With Criteo: The Responsible Use Of Addressable Media – Rethinking User Consent For The Open Web
23rd September at 12.00 CET
Find out more and register here
Industry Insider With Xandr: How PREX, Delta Pronatura, BurdaForward And Xandr Partnered To Find More Transparency Within The Programmatic Ecosystem!
27th September at 12.00 CET
Find out more and register here
Industry Insider with Google: Building Trust with Privacy by Design - with Google Ads & Chrome
28th September at 16:00 CET
Find out more and register here
Industry Insider With Integral Ad Science: Mind The Gap: Addressing Programmatic Supply Chain Transparency
29th September at 12.00 CET
Find out more and register here
Industry Insider With Facebook On Trust And Transparency
30th September at 12.00 CET
Find out more and register here
For more information on the Trust and Transparency event series see here.
The IAB Europe MIXX & Research Awards Are Now Open!
The early bird deadline is Friday 12th March. The final deadline is Friday 16th April. See below on how you can enter!
The MIXX Awards Europe and the IAB Europe Research Awards are accepting entries from talented and hard-working teams that have created some of the best digital campaigns and research projects in Europe. The awards offer a unique opportunity to gain pan-European exposure in front of industry leaders. Your work will be reviewed by a jury of experts from across the digital advertising and research industry who dedicate hours of their time to reviewing and discussing all entries. Winners of the awards are renowned in the industry for delivering some of the best impactful and innovative work that Europe has ever seen!
The winners will be announced at IAB Europe's flagship event 'Interact' which will be held virtually on 25th -27th May! Last year over 1000 people tuned in to watch the winners being announced.
Categories
Both awards feature categories to showcase the very best creative campaigns and research projects from across Europe. As well as these categories, we also have three categories to reward and recognise the best people in our industry:
MIXX Awards Europe Categories
Brand Advertising Campaign, Direct Response / Lead Generation Campaign, Video Advertising, Social Media, Search Advertising, Branded Content, Native Advertising, Virtual and Augmented Reality or other New Technologies, Campaign Effectiveness, Integrated Advertising, Effective Use of Data, Games & E-Sports, Influencer Marketing, Non-profit / Corporate Social Responsibility, Digital Audio Advertising, Digital OOH Advertising, Offline Digitalisation, Product Innovation, CTV advertising campaign (NEW) Digital Strategy Person of the Year, Digital Creative Person of the Year.
Research Awards Categories
Brand Advertising Effectiveness, Consumer Attitudes and Behaviour, Cross-Media Measurement, Digital Advertising Formats, Research Innovation, Audience Measurement, Best Use of Research Budget, Data Effectiveness, Digital Advertising and Marketing Industry Insights, Digital Researcher of the Year.
Entry Checklist
We have created a checklist to help you make sure your entry is on track for the early bird deadline of Friday 12th March. Consider entering your work into multiple categories to get maximum visibility for your project or campaign. There is a discounted rate for entering additional categories!
✔ Select the categories you want to enter
Visit the Awards site to review all the different categories you can enter.
✔ Download the entry notes
Our entry notes contain all the rules and entry info you need for entering the awards, including the judging criteria. Please see below to access the entry notes:
✔ Plan your time
Make sure you have enough time to draft your submissions and get them reviewed before you submit them.
✔ Review the 2020 winning entries
Why not have a look at some of our winners from last year to inspire your entry? Click here to see the 2020 winners.
✔ Ask the organisers
Get in touch with us via email if you have any questions:
Key Dates
Entry Links - Ready to be recognised?
Enter now to inspire others, reward your team and gain pan-European recognition for your digital advertising campaigns or research projects.
ENTER THE MIXX AWARDS EUROPE HERE
ENTER THE MIXX AWARDS EUROPE DIGITAL STRATEGY / CREATIVITY PERSON OF THE YEAR HERE
ENTER THE RESEARCH AWARDS HERE
ENTER THE RESEARCH AWARDS DIGITAL RESEARCHER OF THE YEAR HERE
At the beginning of the year, IAB Europe’s Brand Advertising Committee launched a new Taskforce - The Channels & Formats Taskforce. The aim of the Taskforce is to increase awareness and drive investment in emerging and established digital advertising channels and formats by providing best practices and guidance
Following on from the release of the Buyers Guide to Connected TV, the Taskforce is now working on a new guide for buyers and planners of digital audio advertising, due to be released in mid-October.
Digital Audio advertising is experiencing strong growth in Europe (41% YoY 2018-2019 - IAB Europe AdEx Benchmark 2019 Report) and the Task Force wants to ensure that buyers are well equipped to take advantage of this emerging and engaging channel.
The Guide will provide harmonised definitions for digital audio in Europe, an overview of the evolution of audio advertising and the landscape in Europe, as well as key considerations and best practices for digital audio campaigns. The Guide will ensure that buyers of traditional audio and buyers of digital advertising have the necessary knowledge to implement effective digital audio advertising campaigns.
If your company is involved in digital audio advertising and you would like to get involved with the Guide, please contact Helen Mussard (mussard@iabeurope.eu).
Author: Chris Edwards, Director, Business Development EMEA, Rakuten Advertising
AVOD is a free-to-view video-on-demand service funded by ads. It is distinguished from other VOD services that involve a monthly subscription (subscription-based video-on-demand: SVOD) or offer content on a pay-per-view basis (transaction-based video-on-demand: TVOD).
The time is now for AVOD. Research from Digital TV Research predicts the market will more than double globally by 2024 to reach $56bn*. The outbreak of coronavirus also means people have been spending more time indoors which could prompt even more people to consume AVOD content. This Rakuten Advertising study uncovers the AVOD opportunity for advertisers and agencies. The research examines awareness of AVOD and favourability towards the service by surveying almost 5,000 consumers in six countries across Europe: the UK, France, Germany, Spain, Italy and the Netherlands. It reveals how brands can use the channel to reach audiences, both during lockdown and beyond.
Key findings
AVOD provides an opportunity for brands
There is a clear opportunity for brands to reach audiences via AVOD services - 60% of consumers in the UK said they are very likely or somewhat likely to sign up for an AVOD service; 51% in France; 62% in Germany; 71% in Spain; 66% in Italy and 48% in the Netherlands.
AVOD builds on the popularity of VOD
VOD services are second only to traditional TV as the most popular channel to view video content. 30% of people use VOD, placing these services well ahead of video sites (11%) and social media (10%). With consumer appetite for AVOD clear, the VOD audience could be converted to viewing AVOD services specifically.
The impact of coronavirus is set to drive more people to use AVOD services
Once coronavirus is brought under control, 78% of people across Europe believe their use of AVOD will increase or remain the same.
Effective advertising can play a role in growing the scale of AVOD
49% of people say ads that are funny, engaging or entertaining would increase their likeliness of viewing an AVOD service
AVOD can help fill consumers’ content gap
Currently, 64% of people across Europe believe they are missing out on content. This is particularly the case in Spain, where 76% of people feel they are missing out on content. Ad-supported video on demand gives consumers the opportunity to explore what they’re missing out on without having to commit to any additional spend. For those consumers that watch major sporting events, 26% said they would be interested in streaming them on an AVOD service when this was described to them, placing this ahead of all other streaming options, including pay-per-view and monthly subscription services.
For more insights, please download Rakuten Advertising’s report here.
Author: Alexander Bachmann, Owner of AB Capital Group and Founder/CEO of Admitad
LetyShops cashback service has been given $3M — a one-time investment from the German AB Capital Group. The investment will increase the holding’s share in one of the Eastern Europe’s leading cashback service providers.
“The first time we invested in LetyShops was in 2016, after the service’s explosive growth in both active users and sales. We see a great potential in the cashback market in the new regions and are certain that LetyShops will fully discover it.” – AB Capital Group founder Alexander Bachmann believes.
AB Capital Group owns a cluster of IT-companies centered around Admitad, a global affiliate network that last year generated over $5B in advertisers’ revenue. For Admitad and its clients LetyShops becomes a stepping stone to assist in the new markets. The ownership gives them more leverage and helps to boost CPA performance for advertisers that are key to the affiliate network’s long-term development. It is a trump card: both an exclusive partner and a nice training area for Admitad to test its tools. The last but not least, the investment will slightly diversify the net revenue of the global affiliate ecosystem by providing them with a bite of the juicy publishers’ reward.
LetyShops has already claimed the throne as one of the top cashback providers in CIS and shows a dynamic growth in Western Europe as well as other regions, so the investment comes as an extra boost to enhance this advancement. In 2020, the LetyShops revenue is expected to grow by another 30% and hit $30 M.
LetyShops’ plan to draw funding does not stop at that. The service is expected to get another round of investment approximately H1 2021. That money will also serve to push forward and consolidate the company’s progress in the multiple digital markets.
“Our strategy is to continue with the fast-paced growth in Spain, Germany, Poland, Latin America & India as well as launch in the new markets. Letyshops generates $10 million in gross merchandise volume monthly for its partners and expects this figure to grow dramatically after raising funding from Admitad. To achieve this goal, we will invest in marketing and development of new products so we can help our advertisers increase sales and acquire new users”, – Letyshops CBDO Sergey Korneyev says.
LetyShops is currently available in 7 languages, hosts a total of 2400 e-shops and 12 million users. According to SimilarWeb, LetyShops.com website has seen 4 million visitors in May 2020. Top five countries by number of impressions were Russia, Ukraine, Spain, Poland and Belarus.
Admitad is an affiliate network that brings publishers and advertisers together on one platform and helps them cooperate.
WARC spoke to IAB Europe's Marketing and Industry Programmes Manager, Marie-Clare Puffett, about the importance of digital media for delivering brand outcomes and positively influencing long-term growth. Read the original article on WARC here.
For decades, marketers have used traditional channels such as print, radio, TV and outdoor advertising to reach consumers and build their brand. It’s an accepted fact that digital channels have disrupted marketing and advertising, and are now core to delivering brand outcomes as well as driving sales. From 15 second video ads in publisher content streams to Connected TV advertising, digital video is fast becoming the marketer’s choice of engaging consumers.
IAB Europe’s recent annual Attitudes to Digital Video Advertising report highlights that buyers see digital video as a key channel for brand building and driving sales. The study found that nearly 60% of advertisers are investing in digital video to build their brand or gain competitive advantage whilst 40% of agencies invest to tell brand stories. It is no surprise then that in 2019 digital video experienced a growth of 29% to account for a third of display advertising in Europe (source: IAB Europe AdEx Benchmark 2019 Report).
The Attitudes study also demonstrates a continued trend towards cross-media planning meaning that digital video is no longer only a secondary touchpoint to TV but a key channel in the planning and buying process. In fact, the way digital video advertising is bought and sold mirrors that of TV, typically a brand building medium, with the majority of video inventory traded via direct buys.
How do we know that digital advertising is an effective tool for delivering brand outcomes?
In 2018 IAB UK undertook a meta analysis across multiple research suppliers to understand how effective digital campaigns are. An analysis of 675 campaigns showed that digital display advertising raises unaided brand awareness by up to 12% (vs. controls); positively shifts brand perceptions and drives purchase intent.
Indeed, Kantar’s CrossMedia data, based on 1200 campaigns, shows that online display continues to generate impact across all brand metrics. However as Kristanne Roberts, Global Development Director - Brand Lift Insights at Kantar, writes, in order to succeed, digital campaigns need to be tailored carefully across display vs video and desktop vs mobile formats, and they also need to be customised to specific media environments. Further research from Kantar shows that digital ads (online video, online display and Facebook) contribute 15% towards brand awareness compared to radio which contributes 7% or OOH contributing 8%.
A recent case study from Nielsen also demonstrated the effectiveness of newer forms of digital communication, specifically influencer marketing. Lucozade Energy managed to increase its brand relevance by 8% and its brand perceptions by 25% using an influencer marketing campaign (based on Nielsen’s Influencer Brand Effect insights).
The power of creative
Performance of any advertising varies considerably based on the quality of the creative and this is no different for digital. While the best ads can have a very strong impact on brand metrics, poorly branded or dull creative units can result in campaigns which have no statistically significant impact on brand metrics. The key creative determinants of digital brand impact include branding, likeability, distinctiveness and relevance. Optimising creatives for specific media placements such as social platform in-feed environments generally improves performance.
The importance of measurement
Whilst marketing has become infinitely more measurable with the growing importance of digital, the question of what to measure has become increasingly complex. In order to quantify the impact digital has on brand outcomes it is vital that campaigns are measured effectively but knowing what to measure can be a perplexing question. The IAB Europe Digital Advertising Effectiveness Measurement Framework provides a set of harmonised definitions, measures and metrics in three key areas of digital advertising effectiveness measurement; Media, Brand and Sales Effectiveness. For Brand Effectiveness the Framework lists the following as key measures for evaluating the effect digital campaigns have on delivering brand outcomes:
● Was brand awareness positively impacted?
● What was the ad recall rate (aided and unaided)?
● Was brand equity positively impacted?
● Has brand differentiation been achieved?
● Was purchase intent positively impacted?
● Has brand favourability been achieved?
● Was brand trust positively impacted?
Ensuring contextual relevance
To make digital advertising as effective as possible, advertisers need to ensure their ads are placed in contextually relevant, high quality environments. This can be done by adopting a brand suitability strategy. As an example, Disneyland Paris worked with Oracle Data Cloud to implement a brand suitable approach by specifically aligning their brand with travel and family content, whilst also applying curated custom brand safety segments to protect Disney from brand-unsuitable content and environments. This resulted in a 2.5x reduction in CPA across their campaigns and a 200% increase in conversions.
Research from Integral Ad Science highlights that advertising alongside positive headlines generates the most favourable response; consumers in the UK would be 2.5x more favourable towards a brand and consumers in Germany 2.4x more favourable if their ads appeared next to positive headlines. Placing ads in low quality environments also has consequences; more than 90% of consumers in Spain, Italy and France find it annoying when a brand appears next to low quality content according to the further research from IAS.
Digital advertising is an important channel for delivering brand outcomes and positively influencing a brand’s long-term growth but there are a number of factors at play to ensure a successful campaign; compelling creative, relevant context, measurable KPIs, appropriate channel and format to reach the target audience and effective measurement.
Connected television (CTV) has been considered the new kid on the block since its emergence as a complement to satellite, cable and IPTV. It is a way for audiences to watch streamed video on large screens via an internet connection with increased choice and more flexibility.
Consumers across Europe have continued to join the movement of accessing television through streaming services and CTV has now progressed beyond its status as a complement to traditional services and is now considered a replacement. It is not a fad or short-lived tech trend, and it is not just for digital natives or members of the millennial generation – CTV is for everyone.
Viewership figures support this concept. Multiple sources indicate that the CTV audience size has steadily increased over the past few years and that the proliferation of smart TVs, in particular, has accelerated access to CTV content in homes across Europe.
That is why now, as we enter the connected decade, SpotX has taken a closer look at the state of CTV viewership behaviour across Europe’s five largest markets.
Conducted by research firm Statista, the report reveals the latest data identifying the characteristics of CTV viewers in the big five markets.
The findings, complemented by unique insights from Samsung Ads Europe, aim to help advertisers better understand CTV usage trends across Europe as well as effectively reach the growing number of consumers adopting the technology in specific markets.
10 key takeaways:
Download the full report for insights into the big 5 European markets.
DETAILS ALL FACTORS CONTRIBUTING TO 12.3% ANNUAL GROWTH
INCLUDES MARKET BREAKOUTS FOR SOCIAL AD SPEND FOR FIRST TIME
Brussels, Belgium, 15 July 2020 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released its full 2019 AdEx Benchmark Report following on from the release of the study highlights in June. The report is the definitive guide to advertising expenditure in Europe covering 28 markets.
The report details the formats and channels that contributed to digital advertising’s annual growth of 12.3 percent in 2019, culminating in a market value of €64.8bn. The market has more than doubled since 2013 and on average, €4bn has been added to the digital advertising market every year since 2006.
In 2019, a total of twenty-one markets experienced double-digit year-on-year growth with the CEE markets leading this growth.
Social Media advertising
For the first time, IAB Europe has provided a by-country breakout of social ad spend revealing that social exceeds €1bn in France, Germany, Italy and the UK. Social now accounts for 21.8 percent of the total display market whilst non-social display is 24.1 percent.
Video advertising
Video grew by nearly 30 percent to almost €10bn; out-stream was the driving force behind this growth with an increase of 36 percent. In some markets out-stream experienced growth of more than 40 percent, for example in Finland, Greece and the UK. However, while in-stream video growth has slowed in recent years, it accelerated again in 2019.
Digital Audio advertising
For the first time, the report included an estimate of digital audio ad spend in Europe demonstrating a strong 41 percent 2018 to 2019 growth rate culminating in a market value of €452m. IAB Europe plans to provide further additions of emerging channels and formats (e.g. Connected TV) in the next version of this study.
Mobile advertising
The 2019 stats finally highlighted that the European digital ad market is now mobile-first. Mobile ad spend crossed the 50 percent threshold in 2019 both for display and search.
The full AdEx Benchmark Report can be accessed here
Notes
AdEx Benchmark is the definitive guide to advertising expenditure in Europe. The full report which will be released in July, reveals the key milestones contributing to the 2019 market value of €64bn.
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 2019 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 2019 January- December. This is the fourteenth AdEx Benchmark study which began in the calendar year 2006. Display includes PC-based and mobile banners, rich media and video formats.
The report provides a comprehensive perspective of digital advertising spend across Europe which is essential in benchmarking market development trends, the increasingly pan-regional nature of digital advertising investments and the role of Europe’s digital economy in a global context, attracting global start-up funding and European policy formulation.
For more information, please contact:
Helen Mussard, IAB Europe (mussard@iabeurope.eu / +44 7399 919 594)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu / +44 7973 836 917)
Adform, Dagmar, IPG Media Brands and Sanoma have developed a Proof of Concept and are testing programmatic buying purely on the basis of first-party data.
Jaakko Kuivalainen, Director, B2B Digital Business, Sanoma (responsible for Sanoma's media sales digital business and product development):
“This is a great example of how domestic players, along with international technology companies, can influence and be at the forefront of development in the digital marketing revolution associated with the looming depletion of third-party cookies.
The goal of the collaboration is to prepare for the future cookie change, but also to improve the functionality of advertising buying in the near future for Safari and Firefox browsers. The development is focused on targeting with first-party data as well as reporting and measurement activities.
We will share more information about the wider availability of this so-called Proof of Concept in the near future as the project progresses. The technical implementation is complete and the next step is testing with the campaigns of selected customers of Dagmar and IPG Mediabrands“
Antti Kallio, Chief Business Officer, Dagmar:
"Dagmar wants to make sure that we will have the ability to buy high-quality advertising in an effective and targeted manner and first-party cookies will be an important part of effective marketing.
We hope that we will be able to find ways to get first-party identifiers into the buying ecosystem. We see that the common IDs and first-party cookies will meet third-party cookies in the gap left by targeting techniques ".
Christopher Fernandez, Managing Director, Nordics, Matterkind (IPG Media Brands):
“The way we work is to try new innovations and gain experience from something new by participating, either in Proof of Concepts or doing our own piloting. At present, there is uncertainty about audience targeting and it is important to find new ways to implement it.
While there is uncertainty in the short term, we see a lot of potential in new solutions. In the longer term, I’m not worried. Changes to cookies will eventually improve measurement, for example, and allocations will be renewed as part of the changes. ”
Jakob Bak, CTO, Adform
"The change to first-party cookies is essential, as it allows for programmatic targeting e.g. Safari traffic that has been lacking for some time. In addition, this change emphasizes the importance of local publishers and will help to direct advertising money into their properties.”
"This test provides much-needed guidelines for what the future will look like when third-party cookies change to first-party. We are looking forward to the test results which we have just started collecting from the first campaigns. We expect to share our first conclusions at the end of the summer.”
Mark Howe, Managing Director, EMEA, Agencies & Industry Relations, Google
As I discussed at IAB Europe's Interact Online event on 3rd June, one of the biggest changes caused by the coronavirus pandemic has been the surge in people heading online to work, shop, and connect with friends. For many businesses, keeping pace with this huge behavioural shift has been hard. This recent article looks at how first-party data (information sourced from customers through CRM and other touchpoints), can help them keep up.
A new report by Boston Consulting Group (BCG), commissioned by Google, has found that first party data, when used responsibly, can drive increases in sales and revenue as well as boosting efficiency for marketers - something that is especially important as businesses navigate their way through the current situation and move towards recovery.
Q&A
Why did you commission this work?
First-party data is becoming an increasingly important asset for advertisers, particularly when it comes to advancing digital maturity. The cause is clear - user demands around privacy are changing, and we have seen the ecosystem respond. Third-party cookies are being phased out, and tighter regulations mean that the whole industry is facing a fundamental shift in the way that they use data.
Our ambition with this research was to examine the first-party data opportunity that exists for advertisers in Europe. We wanted to better understand the perceptions, use cases and best practices surrounding first-party data.
The study involved more than 70 interviews with leading companies in seven European markets and across seven industries, and addresses the barriers that companies face to accessing and using this data, along with the key success factors that help companies to create value for consumers and competitive advantage for their business.
What are the key takeaways from this report?
There are several. Firstly the research found that effective use of first-party data delivers more relevant experiences for customers. It can also lead to revenue and efficiency benefits for the business as part of a two-way value exchange. Customers won’t willingly share their data with brands if they don’t understand this relationship. It is not enough for companies to collect and use data responsibly. They have to make sure that their customers know what data they are handling and what they get in return.
Companies that do it well - that’s those that draw upon all of their first-party data sources - can generate up to double the incremental revenue from a single ad placement, communication or outreach and 1.5 times the improvement in cost efficiency vs. companies with limited data integration.
Despite the benefits it can bring, we found that whilst nine out of ten marketers say that first-party data is important to digital marketing programs, less than a third are consistently effective at utilising it. The research also revealed that marketers need to couple organisational enablers alongside technical enablers to improve first-party data capabilities.
How does good first-party data strategy impact digital maturity?
This report builds on BCG's existing digital marketing maturity benchmark and shows that effective first-party data use is one of the most important drivers in digital marketing maturity. It demonstrates how companies can deliver more relevant marketing to their users, improving customer experience and showing up at the right moment consequently leading to business growth.
Where can I find out more?
You can read more and download the report on Think With Google.
On the 30th of June, IAB Bulgaria awarded the best digital campaigns in Bulgaria in the fifth edition of the local MIXX Awards 2020. The prizes were awarded in the presence of over 150 guests and over 100 people followed the ceremony live on the IAB Bulgaria Facebook page. This year's edition featured a total of 16 categories and the campaigns were judged by two different juries focused on Strategy and Objectives and Tactics and Tools. For the first time, in addition to professionals from the Bulgarian digital industry, the jury also included international experts.
The Bulgarian MIXX Awards are one of many local MIXX Awards competitions in Europe and all entrants are eligible to enter the annual MIXX Awards Europe competition.
Three winners were announced in each category - the winners are listed below.
Best Mobile First Campaign
1st place - Air Dropping Fries, Advertiser Skapto, Agency proof.
2nd place - Safenet, Advertiser Telenor, Agency guts & brainsDDB
3rd place - On the road to OMV, Advertiser OMV Bulgaria, Dentsu Aegis Network Bulgaria Agency
Best Social Campaign
1st place - @Ceco, Advertiser Skapto, Proof Agency.
2nd place - PURINA ONE’S CAT ACADEMY, Advertiser NESTLE BULGARIA, All Channels Communication Agency
3rd place - Safenet, Advertiser Telenor, Agency guts & brainsDDB
Best Brand Awareness Campaign
1st place - For all who do not have a village, Advertiser Rostar BG, Nitram Agency
2nd place - SPIRIT Transformations: COOL libraries, Advertiser Spirit Fine Paints, Hub Ahead Agency
3rd place - Rowenta Robotoholics: The unsung heroes at home, Advertiser Groupe SEB, Agency guts & brainsDDB
Most Effective Use of Data
1st place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
2nd place - Ice-Hot Banners, Advertiser Carlsberg Bulgaria, Proof Agency. Media partner: Initiative
3rd place - Mania VIP Club, Advertiser Mania, All Channels Communication Agency
Best Branded Content Campaign
1st place - People of the Mountains, Advertiser Carlsberg Bulgaria, Proof Agency. Media partner: Initiative
2nd place - SPIRIT Transformations: COOL libraries, Advertiser Spirit Fine Paints, Hub Ahead Agency
3rd place - Spice Boys, Advertiser Kotanyi Bulgaria, Nitram Agency
Best Engagement Campaign
1st place - Heineken: The Focus, Advertiser Heineken Bulgaria, NEXT-DC Agency
2nd place - choose love over hate, Advertiser Skapto, Proof Agency.
3rd place - FordDA, Advertiser Moto-Pfohe, Agency guts & brainsDDB
Influencer campaign
1st place - PURINA ONE’S CAT ACADEMY, Advertiser NESTLE BULGARIA, All Channels Communication Agency
2nd place - Foundation portraits, Advertiser AVON, Proof Agency.
3rd place - AVON K-Beauty collection launch in Bulgaria, Advertiser AVON, All Channels Communication Agency
Best Native Campaign
1st place - Air Dropping Fries, Advertiser Skapto, Agency proof
2nd place - DZI Online Security, Advertiser DZI, Agency guts & brainsDDB
3rd place - ELANA: Making finances personal, Advertiser ELANA Fund Management, BG-Mamma Agency
Real time
1st place - 04:20, Advertiser Skapto, Proof Agency.
2nd place - IKEA iDEALISK, Advertiser IKEA Bulgaria, The Smarts Agency
3rd place - Stick to Burgers, Advertiser Skapto, Proof Agency.
Programmatic
1st place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
2nd place - Credit Cards & Overdraft, Advertiser Unicredit Bulbank, Mediacom Agency
3rd place - Zagorka IPA, Advertiser Zagorka Bulgaria, Red Star Agency / Dentsu Aegis Network Bulgaria
PR Digital
1st place - PURINA ONE’S CAT ACADEMY NESTLE BULGARIA, All Channels Communication Agency
2nd place - Come back to Bulgaria, Advertiser Telus International Europe, Agency: proof. & Proximity, Media partner: httpool
3rd place - AVON K-Beauty collection launch in Bulgaria, Advertiser AVON, All Channels Communication Agency
Digital Sales Campaign
1st place - Black Friday 13, Advertiser DZI, Agency guts & brainsDDB
2nd place - WHAT TO DO WHEN THE BIGGER OVERWHELM IN THE LINE FOR THE DUNERS ?, Advertiser Aladin Foods, Xplora Agency
3rd place - MYT, Advertiser Reebok / Adidas Advertiser, Mediacom Agency
Creative Effectiveness
1st place - Unlock Totem, Advertiser ITAL FOODS, Sunday Media Agency
2nd place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
3rd place - Porn to Date, Advertiser Dextrophobia Rooms, Agency proof.
Best Video Campaign
1st place - Rowenta Robotoholics: The unsung heroes at home, Advertiser Groupe SEB, Agency guts & brainsDDB
2nd place - People of the Mountains, Advertiser Carlsberg Bulgaria, Proof Agency. Media partner: Initiative
3rd place - For all who do not have a village, Advertiser Rostar BG, Nitram Agency
Best Lead Generation Campaign
1st place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
2nd place - FordDA, Advertiser Moto-Pfohe, Agency guts & brainsDDB
3rd place - Black Friday 13, Advertiser DZI, Agency guts & brainsDDB
Brave Campaign Bridge
1st place - 04:20, Advertiser Skapto, Proof Agency.
2nd place - rrrrRRRrrrRR, Advertiser IKEA Bulgaria, The Smarts Agency
3rd place - choose love over hate, Advertiser Skapto, Agency proof.
