Report details all factors contributing to 9.8% annual growth
Digital Audio fuels strongest format growth increasing by 22.1%
Brussels, Belgium, 13th July 2023 - IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released its full 2022 AdEx Benchmark Report following the release of the study highlights in May. Now in its seventeenth year, the report is the definitive guide to advertising expenditure in Europe covering 29 markets. It details the formats and channels that contributed to digital advertising’s annual growth of 9.8 percent in 2022, culminating in a total market value of €86bn.
Commenting on the positive market growth in 2022, Townsend Feehan, CEO at IAB Europe said, “Despite facing unprecedented macroeconomic and geopolitical challenges, such as the war in Ukraine and rising inflation, the digital advertising market demonstrated exceptional resilience, with an increase of €7.7 billion from 2021.”
Market Coverage Expansion
In 2022, the geographical coverage of the AdEx Benchmark study underwent key changes, with Belarus and Russia being excluded and Estonia, Latvia, and Lithuania added as new markets. This expansion allows for a more comprehensive overview, encompassing a wider range of markets in the report.
Video and Audio Record Strongest Growth
The findings highlight audio as the fastest-growing format, experiencing a remarkable increase of 22.1% to reach €0.7 billion. Video also witnessed substantial growth, with a 13.6% increase, valuing the format's investment at €18.3 billion.
Programmatic Commands Over 57% of Display
Programmatic, excluding social, continues to account for more than half of display ad spend, with video accounting for 52.8% of the share of programmatic spend. However, huge differences in the maturity of programmatic across markets mean there is significant headroom for growth. Key markets, including France, Germany Italy, and Sweden, remain low in programmatic share in comparison to the UK.
Dr. Daniel Knapp, Chief Economist at IAB Europe, who compiled and presented the study commented, “Growth of digital advertising in Europe slowed to +9.8% in 2022. This can be attributed, in part, to a natural correction following a robust recovery in 2021 after the pandemic, which witnessed the most substantial market expansion in more than ten years (+33.8%). Additionally, the presence of macro-economic fragility and the ramifications of the war in Ukraine acted as further obstacles. Despite these challenges, the growth rate still surpasses expectations, particularly considering that digital advertising has now become a well-established media category, accounting for over 60% of total media ad expenditure, compared to less than 20% in 2009, the last year with similar growth patterns.”
View and download the full report here
Notes:
AdEx Benchmark is the definitive guide to advertising expenditure in Europe.
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 2022 for the following markets: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, the Netherlands, Norway, Poland, Romania, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK and Ukraine. The data represents the calendar year 2022 January- December. This is the seventeenth 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, CMO, IAB Europe – mussard@iabeurope.eu - +44 (0) 7399 919594
Marie-Clare Puffett, Marketing & Insights Director, IAB Europe – puffett@iabeurope.eu - +44 (0) 7973836917
CO₂ Emissions in the Digital Advertising Supply Chain: Call for Proposals to Complete a Measurement Framework Mapping & Gap Analysis
IAB Europe wishes to engage an external contractor with expertise in environmental sustainability and the digital advertising ecosystem to develop thinking and research around the measurement of CO₂ emissions generated by the delivery of digital advertising products. The initial brief is to undertake an analysis of the measurement and methodology landscape for carbon emissions in digital advertising activation, mapping out all existing methodologies and providing an analysis of each of them in relation to their stage of maturity and their potential suitability as a starting point for a single, unified pan-European framework. Based on satisfactory completion of this gap analysis, the role could evolve into a permanent part-time support to the Association’s environmental sustainability work-track.
The role is an initial short focused project with a proposed duration of 8 weeks leading into a long term engagement to support the development of standardisation and frameworks the measurement of Co₂e emissions produced by the delivery of digital advertising and requires a sustainability supply chain expert who has a comprehensive understanding of the digital landscape and an awareness of the digital advertising ecosystem.
The role will require the individual to present the findings back to the internal IAB Europe team and also the IAB Europe ESG Methodology and framework workgroup.
Key Deliverables (8 week project):
Project Proposed Timeline:
Long term engagement:
Additional Experience & Qualifications:
The ideal candidate will have previous experience in a similar role and possess the following criteria:
Location, compensation:
To apply, please submit your resume and a cover letter explaining your interest in the position to Lauren Wakefield - wakefield@iabeurope.eu.
We appreciate all applications, but please note that only shortlisted candidates will be contacted for an interview.
IAB Europe is an equal opportunity employer and welcomes applicants from diverse backgrounds.
On 23rd-24th May we hosted our annual flagship event Interact in Madrid, where we brought leaders from across the digital advertising and marketing ecosystem together to discuss and debate the hottest industry topics of the moment.
Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Innovation, Sustainability & Growth’.
Check out the highlights video here and event images here.
We unpacked a wide variety of topics as we looked to help the digital advertising industry become privacy first, tackle sustainability, and drive growth through innovation. From the latest ad spend figures, Retail Media, CTV, the attention economy, and trust, to premium publisher’s advertising models, sustainability, policy and more no stone was left unturned as we uncovered everything essential in our industry today.
Thanks so much to everyone who joined us and thank you to all of the amazing speakers who came together from across Europe and beyond to share their insights and expertise. With over 240 people joining over the two days, we are delighted to call it a great success.
If you didn’t have the opportunity to join us or did and want to relieve all of the great content, in this post you will find links to all of the highlights, including session overviews, as well as video recordings for you to view in your own time.
Event Highlights
Interact 2024 – Stay Tuned!
We hope you will be able to join us next year! Stay tuned for the reveal of the next location and get ready to pop the date in your diary as we prepare for Interact 2024.
In the meantime, if you’d like to know more about IAB Europe or how you can get involved in Interact 2024 please do reach out to communication@iabeurope.eu
On 23rd-24th May we hosted our annual flagship event Interact in Madrid, where we brought leaders from across the digital advertising and marketing ecosystem together to discuss and debate the hottest industry topics of the moment.
Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Innovation, Sustainability & Growth’.
Check out the highlights video here and event images here.
On day two, we focused our attention on policy and putting things into practice. From the latest updates on the DSA and the TCF to performance marketing, sustainability and premium publisher advertising models, we uncovered everything that is vital to our industry today.
If you missed it or want to catch up on everything from day two, you can find an overview of each session, key takeaways, and video highlights right here.
Welcome & Opening Remarks from IAB Ukraine
Our colleague Anastasiya Baydachenko, CEO of IAB Ukraine gave a highly inspiring opening keynote on the latest updates and importance of the situation in Ukraine.
What You Need to Know About the DSA Today
In this informative panel discussion Inés Talavera de la Esperanza, Public Policy Manager at IAB Europe led a key conversation on the latest updates on the DSA and the importance of what we need to know and do as an industry today. Inés was joined by:
The Latest Updates on the TCF
In this panel discussion, industry experts came together to discuss the latest updates with the Transparency & Consent Framework (TCF) v2.2. They discussed the benefits of the latest version of the TCF, how it has been developed, the key challenges that need to be addressed and what’s next for the framework.
Ninon Vagner, Privacy Director at IAB Europe moderated this session as was joined by:
Redefining Performance. Agility and Fluidity Across Channels
Just what is a simplified route to growth? Dave Hompe, VP at GroupM Nexus EMEA and Sara Terol, Search & Programmatic Senior Manager at Melia International Hotels took to the stage to discuss the importance today of a holistic, full-funnel approach to media plans.
Sustainability in Digital Advertising
In this panel discussion, industry experts came together to discuss the state of readiness of our industry when it comes to sustainability. They explored what is available today to help drive the reduction of carbon emissions produced by the delivery of digital advertising and took a look into what else needs to be done in order to achieve sustainability in our industry.
Claire Gleeson-Landry, Head of Investment & Sustainable Media at Good-Loop moderated this session and was joined by:
The Future of Video Across Europe
The concept of Connected TV has become a widespread topic. While transparency isn’t a new concept, it’s one that continues to evolve - especially as digital channels like CTV experience tremendous growth. With any large-scale growth, challenges tend to appear and this is the crossroads we are experiencing in CTV today. Augustin Decré, Index Exchange’s Regional Managing Director SEMEA walked us through the future opportunities CTV represents in Europe.
A Premium Publishers View on Advertising and its Changes
In this short presentation, Robert Blanck, General Manager eCommerce & Advertising at Axel Springer ran through the challenges of being a premium publisher. From the strategic question of the right balance between paid and advertising revenue, through to the current ecosystem challenges of addressability, first party data and contextual, to the question of what a healthier ecosystem can look like and what role publishers can play in it. He also looked at industry standards and alliances and how they will shape the future for publishers.
Premium Publisher Advertising Models: Update and Outlook
How are premium publishers evolving their advertising business models? This panel dived into data strategies as well as innovations in areas such as programmatic trading, contextual, branded content, e-commerce, and partnerships.
Joanna Burton, Chief Strategy Officer at ID5 and Interact 2023’s host moderated this session and was joined by:
On 23rd-24th May we hosted our annual flagship event Interact in Madrid, where we brought leaders from across the digital advertising and marketing ecosystem together to discuss and debate the hottest industry topics of the moment.
Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Innovation, Sustainability & Growth’.
Check out the highlights video here and event images here.
On day one, we focused our attention on the trending topics of today. We tackled a whole host of industry challenges, opportunities and aspirations. If you missed it, not to worry, here you can find an overview of each session, key takeaways and video highlights.
AdEx Benchmark 2022 - The Latest European Digital Advertising Expenditure Insights
We opened Interact 2023 with a keynote presentation from our Chief Economist, Daniel Knapp around the latest AdEx Benchmark Study results.
IAB Europe’s AdEx Benchmark report is the definitive guide to the state of the European digital advertising market. Daniel Knapp unpacked the channels and formats that contributed to the digital advertising market value in 2022.
European Leaders Discussion on the Digital Ad Spend Insights
Following the opening keynote presentation, a panel of European leaders discussed and debated the latest AdEx Benchmark results and shared some of their own thoughts and predictions for the year ahead.
This session was moderated by Hannah Bowler, Senior Reporter at The Drum who was joined by:
Read ‘The Drum’s’ write-up of the session here
Resetting the Bar on Brand Communication
In this keynote session, Taide Guajardo, Brand Senior Vice-President, Europe at P&G discussed how in today’s world, full of challenges but also opportunities, it is time for our industry to not just raise, but rather reset the bar on serving the consumer with Superior Communication that delivers Growth and creates Value.
She shared insights on how Brand Communication can step up to better understand the people we serve, reach them more effectively and efficiently, and be inclusive and purpose-driven.
The Retail Media Opportunity
Alexis Marcombe, Managing Director at Carrefour Links took the audience through a Retail Media 101. He shared what Retail Media is, the kind of opportunity it represents today and gave an exclusive insight into what Carrefour plans to do with its new joint venture with Publicis.
Revolutionising TV Advertising: Unlocking Efficiency and Agility for the Digital Age
Tom Peruzzi, Spokesman of the Executive Board & CTO at Virtual Minds (ProSiebenSat.1) discussed how in today's fast-paced digital age, linear TV campaigns can no longer rely on the classic pre-planning model. With the market demanding shorter lead times and comparable KPIs to digital channels, the convergence of digital and linear TV is revolutionising the industry. He showed us how to unlock efficiency and transform TV advertising in this new landscape.
Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5
Alexandra Ong, Business Development Director at Magnite too us on an in-depth look at how advertising is driving the future of streaming in the EU5. As EU5 viewers prefer ad-supported streaming to traditional television, brands can engage with addressable audiences with ever-increasing reach and scale. The cross-device viewing habits of the EU5 audience influence purchasing decisions and advertising impact. This presents advertisers with an excellent opportunity to increase their brands' visibility and create stronger connections with consumers. Magnite presented its latest study, Streaming TV's New Era, which looks at the viewer behaviour driving this change.
Connected TV (CTV): The State of Play in Europe Today
We are now entering an Advanced TV universe with CTV revolutionising how European audiences consume TV. Now is the time for advertisers to take advantage of this impactful medium and carefully plan, optimise and measure campaigns. In this panel discussion, industry leaders discussed the current challenges and opportunities for CTV in Europe. They dived into and debated measurement and shared best practices to tap into this exciting channel.
Vincent Flood, Founder & Editor-In-Chief at VideoWeek moderated this session and was joined by:
The Power of Attention - Heineken Metacase
Attention measurement continues to demonstrate that this new wave of media research is helping advertisers drive better business outcomes compared to legacy metrics. But what does attention measurement look like in action? What happens when you take attention measurement from the lab to the wild?
Teads has been putting attention measurement into action for the past 12 months. As such Phil Sumner, VP Global Research Operations at Teads shared some of their learnings, together with Peter Maxwell, Global Media Lead, The Heineken Company.
Attention Pays: The Value of Attention in Digital Advertising
The attention economy is critical for brands looking to really understand how their campaigns engage an audience at a granular level. It’s the currency of the moment, and on the tip of everyone's tongue when it comes to priorities for 2023. But why are we so invested in attention today? How does it work, how is it measured and what is its real value?
In this panel discussion industry experts came together to answer these questions and more. They looked at why attention is so important to digital advertising in Europe today and shared best practices to make the most out of this much-talked-about currency.
Andy Brown, CEO at The Attention Council moderated this session and was joined by:
Trust & Transparency: The Future of Responsible Marketing
In this keynote presentation Michael Todd, Global Director of Industry Relations at Google discussed how consumers are losing trust in the digital marketing ecosystem and that we need to come together to put responsible marketing and privacy at its core to make digital advertising safer for consumers, successful for publishers, and more impactful for businesses.
Leading the Digital Advertising Industry into a New Era of Trust & Responsibility
Digital advertising is an integral part of the European economy. Our industry is at the forefront of technology innovation and creativity, building digital products, ensuring media pluralism and enabling consumer choice.
But the industry has fallen short of creating a trusted and credible environment towards policy makers and civil society on how it operates. IAB Europe’s Industry Leadership Council (ILC) was conceived in response to this realisation. It brings together actors across the advertising ecosystem to build a bridge to policy makers for an open and constructive dialogue.
Our closing panel of the day discussed what is currently being done in the ILC and what else is required to ensure a sustainable future for the industry.
Townsend Feehan, CEO at IAB Europe moderated this session and was joined by:
IAB Common Commitment agreement signed by National IABs and Federations shows alignment on a work plan and framework that supports sustainable developments in Europe
Brussels, Belgium, 8th June 2023 -IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the release of a new European IAB Common Commitment Agreement on Sustainability signed by 20 National IABs and Federations across Europe. The Commitment demonstrates the need and wants from National Federations for a collaborative and consistent approach to the measurement methodology of carbon emissions. This includes the regulatory and policy taxonomy, and the mapping and standardisation of best practices for the delivery of ads across the digital supply chain.
Uniting on Sustainable Digital Advertising: Reducing Carbon Emissions and Taking Climate Action
The digital advertising industry has identified that the carbon emissions associated with the internet, devices, and supporting systems have reached nearly 4% of global greenhouse emissions. With these emissions projected to double in the near future, it is crucial for the industry to acknowledge the climate crisis and take decisive action now. This will help to ensure a sustainable advertising choice for brands while most importantly, helping to reduce the overall carbon footprint of the digital advertising ecosystem.
In response to this urgent need, IAB Europe, along with National IABs and Federation signatories, is committed to providing guidance and support to organisations on their sustainability journeys. By working collectively, they aim to establish consistent European standards, practices, and solutions that address the critical issues of sustainability.
The Common Commitment reflects a shared vision and dedication to a comprehensive work plan. This plan will be delivered by IAB Europe’s Sustainability Standards Committee and will involve developing strategies, guidelines, and taxonomies that align with regulations and policies while considering the broader aspects of sustainability, including environmental, social, and economic impacts. It will also help elevate work being done at a National level to bring it up to a European level in a consistent manner and will prioritise the reduction of carbon emissions specifically associated with digital advertising and emphasise the importance of climate action.
By uniting its efforts, the digital advertising industry can take significant steps towards a more sustainable future, mitigating the environmental impact and contributing to the United Nations' 17 sustainable development goals.
Commenting on the release of the Commitment, IAB Europe’s CEO, Townsend Feehan said, “The aspiration to reduce CO₂ emissions in the digital advertising supply chain will test our capacity to act in unison more than any other policy or business goal. The Common Commitment we are announcing today is a modest but critical step, enabling our European network to collaborate at an unprecedented pace internally and bringing critical mass to our engagement with global partners."
The Participating National Federations can be viewed here:
- ENDS -
Notes to Editors:
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry, and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.
About IAB Europe’s Sustainability Standards Committee
IAB Europe’s Sustainability Standards Committee was formed in October 2022 with the primary focus of bringing the industry together to create standards for the delivery of digital advertising and to help all industry participants to reduce the amount of energy consumed and carbon emissions produced through the use of digital media.
Brussels, Belgium, 1st June - IAB Europe, representing a diverse membership of thousands of digital marketing and advertising companies, media publishers, and independent third-party measurement firms, has released a policy paper outlining its position on the draft proposal for a European Media Freedom Act. The paper aims to provide valuable insights to Members of the European Parliament (MEPs) and national officials working on their negotiating positions.
The proposed European Media Freedom Act seeks to establish a common framework for media services in the internal market, addressing various aspects of the digital media landscape. IAB Europe acknowledges the significance of audience measurement provisions, particularly Article 23, and emphasises its importance for independent and pluralistic media in European democracies. Digital advertising enables media publishers to monetise their content and maintain their independence while fostering a diverse media landscape. IAB Europe recognises the investments undertaken by publishers in audience measurement for transparent pricing of their advertising services. These systems are crucial to enhance their advertising strategies, serve new advertisers online, and evaluate advertising campaigns effectively.
In its policy paper, IAB Europe supports the principle-based approach to audience measurement outlined in Article 23(1) of the draft proposal. The implementation of these principles has the potential to enhance transparency in audience measurement systems, leading to a fairer allocation of advertising revenues across the media ecosystem. However, IAB Europe asks policymakers to consider three key aspects when regulating audience measurement.
Firstly, respecting the importance of existing self-regulatory initiatives, such as Joint Industry Committees (JICs), which are well-established in many member states. These frameworks, based on self-regulation among media publishers, advertising agencies, and independent audience measurement providers, have significantly contributed to improving audience measurement systems.
Secondly, IAB Europe emphasises the need for transparency in audience measurement methodologies (Article 23(2)) to ensure fair pricing of digital advertising, questioning the effectiveness of the current draft proposal in achieving this objective. The lack of a clear definition for "providers of proprietary audience measurement systems" creates ambiguity and may unintentionally impact third-party audience measurement providers, including traditional research companies and JICs.
Thirdly and finally, IAB Europe urges policymakers to strike a balance between transparency and innovation. While advocating for increased transparency in audience methodology, IAB Europe highlights the importance of protecting proprietary methods and technology that result from substantial investments in research and development. Transparency should not impede investments in research and innovation, which are essential for the evolution of audience measurement systems.
IAB Europe stands ready to engage in constructive dialogue with MEPs and national officials to ensure that the European Media Freedom Act upholds the principle of transparency. The full policy positioning paper can be accessed here.
This week's member guest blog post is from Maria Ramiro, Head of Business Development EU at Pteal Ads, Huawei Mobile Services Europe, who discusses her experience at OMR Festival 2023, and the prominence of AI as a topic at the event. She explores the future of AI marketing and the core elements required in order to make it thrive now.
It was an eventful time at this year’s OMR Festival 2023 and one thing is for sure, AI innovation was the talk of the town. When OMR polled the Festival’s participants about their favourite topics at the masterclasses, they unanimously agreed. AI-focused presentations got the highest average experience scores outshining traditional themes such as content, email or even new work. For me, it became abundantly clear that AI is no longer a buzzword. Virtually everyone now fully agrees on its boundless potential, and the natural progression forward.
The Future of AI Marketing
Over the course of this year, we have witnessed first-hand how AI is transforming the mobile marketing landscape, including new ways of reaching audiences across borders. Elvin Altun, Country Director at Mobile Marketing Association (MMA) in Germany, shared some practical examples of how AI is being used in mobile marketing already. At the OMR masterclass held by Petal Ads, she explained how marketers have adopted the use of AI generators to create distinctive visuals capable of serving multiple scenarios. She also pointed out that AI capabilities are further optimising the way we advertise by providing helpful suggestions on methods and tools we can use.
But for AI to thrive we believe that three core elements need to come together: Computing Power, Data and Algorithms. Without these three components, AI will simply not work as it should. Based on our predicted analysis, detailed in Huawei's Intelligent World 2030 report, we strongly believe that these core elements will play a pivotal role in driving the success of future AI marketing solutions. Allow me to provide you with some explanation, as well as insight into how Huawei addresses each of these core elements:
1/ Computing Power
With the advancement of technology, the computing power of devices has increased significantly, with a predicted 105 ZetaFLOPS (1021 Floating Point Operations per Second) of computing power, marking a 500x increase since 2020. This computing power is solely dedicated to processing AI applications and algorithms for connected devices. In anticipation of such processing needs, Huawei has actively focused on the development of AI infrastructure, including chipsets, processors, and servers, to ensure the provision of abundant computing power necessary to drive AI algorithms. This ability to analyse vast amounts of data in real-time will empower advertisers to optimize their campaigns and enhance engagement.
2/ Data
The volume of connected devices has witnessed a substantial increase in recent years, accompanied by advancements in connectivity, notably the emergence of 5G capabilities. Our projections indicate that the number of smart devices is expected to reach 200 billion by 2030. This surge in connected devices is set to generate a significant accumulation of data, resulting in the expansion of storage capacity by 23x since 2020, equivalent to 1 Yottabyte or one million trillion megabytes. Recognizing the potential value of such vast data, Huawei adopts a comprehensive approach, utilizing both hardware and software aspects to effectively collect and harness it.
3/ Algorithms
Given the vast amounts of data available, it is fundamental to leverage machine learning and deep learning techniques to gain insights and effectively target your audience. Huawei capitalizes on this by incorporating advanced algorithms within our Petal Ads platform. This empowers us to elevate on-device advertising to unparalleled heights of effectiveness and efficiency, allowing for precise audience targeting and enhanced advertising outcomes.
Harnessing On-Device AI Advertising to Reach Chinese Shoppers
AI capabilities and recent breakthroughs in how AI is being applied have inspired us at Petal Ads to explore mobile ad solutions targeting China’s growing outbound travel and tourism market.
Over the past six months, we have witnessed more than 2.5 million Huawei device users from China venturing into the EU, and this figure is expected to rise to reach two-thirds of the 2019 level when 13 million Chinese tourists came to the EU¹. What's more, is that over 70% of these travellers heavily rely on smartphones to get around.
As these Chinese travellers eagerly anticipate the opportunity to purchase tax-refundable goods, there is a strong expectation of a surge in demand for such products. To cater to the needs and preferences of these typically high-value consumers, we’re currently working with several multinationals in the luxury retail, automotive and travel industry. Specifically, these brands are trialling Petal Ads' capabilities to target and segment Chinese users travelling to Europe or particular countries. To enhance targeting effectiveness, Petal Ads customises campaigns to be either specifically tailored for overseas platforms or precisely catered to Chinese platforms, or both depending on campaign goals.
To make any significant impact targeting Chinese consumers it is crucial to use the right advertising strategy. Whilst that’s always been a challenge in itself, I’m encouraged by the fact that AI’s integration into mobile marketing is real and happening as we speak. Moreover, it has coincided with the advertising sector in China projected to reach 6.3% growth in 2023² and a promising outlook forecasting 30% increase in international travel among Chinese consumers³.
Sources:
¹Eurostat ING Research, Oxford Economics 2023
²GroupM advertising forecast for China; March 8, 2023
³Tourism Economics, March 2023
Are you a motivated individual looking to embark on a career in EU affairs? Are you seeking a hybrid and flexible traineeship opportunity? Join our multicultural and dynamic team based in Brussels, where you will have the chance to take on responsibilities from day one and foster your professional growth.
About IAB Europe:
IAB Europe is the leading European-level association for the digital marketing and advertising ecosystem. Our membership includes media, marketing, and high-end technology companies. As a Public Policy Trainee, you will play a vital role in shaping the digital advertising and marketing policy landscape in Europe.
Responsibilities/Scope of Work:
As a Public Policy Trainee, you will closely collaborate with IAB Europe's Public Policy Manager and the Director of Public Policy. Your primary responsibilities will include:
About you:
To be considered for the role of Public Policy Trainee at IAB Europe, you should meet the following criteria:
What we offer:
If you are a motivated and passionate individual with an appetite for EU affairs and a desire to make an impact in the digital advertising and marketing industry, we encourage you to apply for this exciting opportunity.
To apply, please submit your resume and a cover letter explaining your interest in the position to policyteam@iabeurope.eu. The application deadline is June 16, 2023.
We appreciate all applications, but please note that only shortlisted candidates will be contacted for an interview.
IAB Europe is an equal opportunity employer and welcomes applicants from diverse backgrounds.
European Digital Advertising Market Grew by 9.8% to a Market Value of €86bn
Total Display Accounts for 50% of Total Market Value
Brussels, Belgium, 23rd May, 2023 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced at its flagship conference Interact 2023 in Madrid today that digital advertising spend in Europe increased by 9.8% in 2022 to achieve a market value of €86bn.
2022 Digital Advertising Investment
Now in its seventeenth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe with data collected across national markets to provide a total harmonised figure for Europe. For 2022, IAB Europe has amended the geographical coverage of AdEx Benchmark to remove Belarus and Russia and add in new markets; Estonia, Latvia and Lithuania, meaning the study now accounts for 29 European markets. Amongst the markets, Turkey achieved the strongest total growth of 93.3%.
Despite the economic and political headwinds in Europe, €7.7bn was added to the digital advertising market total in 2022.
Daniel Knapp, Chief Economist at IAB Europe commented on the results: “Brands are digitising their overall businesses to drive efficiencies and in the same vein are shifting advertising budgets into digital. Thus, digital advertising in Europe has experienced robust growth despite the volatile macro environment. It reinforces the importance of digital for brands during a period of downturn due to its measurability and performance.”
Audio and Video Post Strongest Growth
The study shows that audio saw the largest growth across all formats in 2022 with a 22.1% increase to €0.7bn. Video also experienced significant growth with an increase of 13.6% to value the format investment at €18.3bn. Meanwhile display grew by 9.5% to €40.1bn with search experiencing a 10.7% increase to €37.4bn.
The AdEx Benchmark Study highlights can be downloaded here.
The full AdEx Benchmark 2022 Report, which will provide full commentary and data across all 29 markets, will be published in June 2023.
---ENDS---
Notes to editors:
AdEx Benchmark is the definitive guide to advertising expenditure in Europe. The study is now in its seventeenth year and covers 29 markets. The geographical coverage of the study has changed to remove Belarus and Russia and add in new markets; Estonia, Latvia and Lithuania.
The study covers the following advertising formats: display, social media, video, audio, programmatic, classified, directors & affiliates and search.
Contacts:
Helen Mussard, CMO, IAB Europe - +44 (0) 7399 919594
Marie-Clare Puffett, Marketing & Insights Director, IAB Europe - +44 (0) 7973836917
On the 4th of May, IAB Europe hosted its first Virtual Programmatic Day to discuss and debate the latest trends, drivers, and barriers impacting programmatic trading in Europe.
This event brought industry experts together to discuss the value and evolution of programmatic, programmatic omnichannel, the programmatic angle of Retail Media and commerce, and what the future holds for programmatic, including AI.
A big thank you to our event partner Xaxis for hosting this hybrid event.
In this post, you will find an overview of each of the sessions as well as links to the video recordings for you to view in your own time. Enjoy!
Panel Discussion with Audience Q&A: The Value and Evolution of Programmatic – From Header Bidding to SPO to Conquering AV & TV
Programmatic advertising has transformed the way digital ads are brought and sold. First introduced to the market in the mid-2000s through the advent of real-time bidding (RTB) technology, advertisers can now target specific audiences with greater precision and efficiency through automation. Something that adds immense value to any media plan. But what is the real value of programmatic today and how has it evolved from Header Bidding and Supply Path Optimisation (SPO) to tackling new and emerging channels and formats such as AV and TV?
Jaidev Kakar, Director, Advertiser Solutions, EMEA at PubMatic, moderated this session and was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Programmatic Omnichannel
In this session, a panel of experts discussed the challenges and opportunities of programmatic omnichannel campaigns. They addressed how the programmatic ecosystem has evolved to enable the delivery of effective omnichannel campaigns and what we can expect to come in this area.
Rebecca Rose, Head of Clients EMEA, Verve Group moderated this session and was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A – Retail & Commerce Media – The Programmatic Angle
Retail media is no longer an ‘emerging’ channel and is expected to reach 25bn in ad spend by 2026. But what impact do programmatic capabilities have on retail and commerce ads? This panel of experts discussed this plus how retail and commerce media can be planned, bought, and sold programmatically.
This session was moderated by Nick Welch, Head of Programmatic, EMEA, Integral Ad Science (IAS) & Chair of IAB Europe’s Programmatic Trading Committee who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A – AI & The Future of Programmatic
AI is widely adopted and utilised in the programmatic space, with DSPs creating machine learning algorithms and buyers adopting key processes to help optimise toward campaign success but what does the future look like and how will AI technologies help advance programmatic trading and the digital advertising industry?
In this session, a panel of industry experts discussed the role that AI and new technologies play in programmatic advertising, the current opportunity and challenges in this space, and what the future holds with new technologies and innovations on the horizon.
Chloe Nicholls, Head of Ad Tech at IAB UK moderated this session and was joined by:
Watch the session recording here
If you’d like to find out more about programmatic and view some of the work of our Programmatic Trading Committee, please check out the links below:
A note from IAB Europe's CEO, Townsend Feehan on her remarks for delivery at the DG Just Stakeholder Roundtable on the Initiative for a voluntary business pledge to simplify the management by consumers of cookies and personalised advertising choices.
Thank you for the invitation to attend today (Friday 28th April) and the opportunity to participate in DG JUST’s reflection over the coming months.
In my speaking time, I would like to call out two assumptions in the Discussion Note circulated in advance of today’s meeting that are worth bearing in mind, and two ways that IAB Europe can support the reflection.
First, the Discussion Note helpfully acknowledges that personalised advertising delivers benefits to both consumers and advertisers. The reality is that personalisation is attractive to advertisers because it offers the prospect of less wasted spend; the Discussion Note explicitly suggests that consumers understand and accept this fact.
Second, the Discussion Note’s focus on improving information to consumers seems to confirm DG JUST’s continuing faith in the information-and-choice paradigm for European consumers on which existing privacy and data protection law are based (as opposed to contemplating a different paradigm that would take choice and control out of consumers’ hands).
These seem to us to be important and positive foundational assumptions.
With respect to how IAB Europe can support the reflection that is being kicked off today, we believe we are well-placed to contribute to each of the two key areas of focus laid out in the Discussion Note.
First, with respect to information to be provided to consumers, IAB Europe can help give practical effect to a future DG JUST pledge by ensuring that its Transparency & Consent Framework (TCF), which is implemented on hundreds of thousands of EU websites, integrates additional information disclosures. TCF is a best-practice minimum standard that helps websites solicit, establish, record, and signal a GDPR legal basis and ePrivacy consent for data processing for advertising. The TCF dialogue box that opens when a user visits a website or app for the first time could be modified to include an explicit reference in the first layer to the site being “ad-funded”, or “partially dependent on advertising revenue”, or “ad-free and subscription-based”. The dialogue box could also explicitly state that content is offered in exchange for a willingness to receive advertising. TCF UIs already indicate what “trackers” or other personal data the website or app is asking for user agreement to process, for what purpose(s), and the legal basis/es for processing (whether consent or legitimate interests) if the user agrees.
Second, with respect to exploring “alternatives to tracking-based advertising” that are also personalised in some way, we can provide insight into the state of play on the industry’s own work to identify and further develop alternatives to third-party cookies and help the stakeholders participating today understand the implications of that work for consumers. As DG JUST and other colleagues here today will be aware, there are already alternatives (for example, personalisation based solely on context) and work to identify means of personalising advertising that do not involve the use of cookies has been accelerated in recent years by technology and business decisions taken by browser and operating system manufacturers.
It is important that this reflection be clear-eyed about there being winners and losers in any evolution of the paradigm. As an example, arguably contextual advertising works for eCommerce platforms, single-topic or ‘niche’ sites, and large news sites that have the resources to run sports and lifestyle feature sections, but less well – or not at all – for smaller news sites that do not have those resources. Even large news organisations using only contextual would need to let a great deal of content go “unmonetised” as it is difficult to match advertising content to serious news content. Similarly, certain news media platforms cannot build commercially attractive audience segments based solely on first-party data due to their content being limited to “serious” news, user engagement with which reveals nothing about a product or service that someone might be interested in buying.
And when specific categories of online actors “lose”, the consumers that have benefited from free or low-cost access to their content and services also lose.
IAB Europe would be pleased to host a workshop to which DG JUST and all attendees of today’s Roundtable would be invited to present the state of play on the development of these alternative models. I hereby formally extend that invitation.
We are looking forward to participating in this important reflection between now and the end of the year.
Thank you again,
Townsend Feehan, CEO, IAB Europe
