On 25th October, IAB Europe hosted the H2 2022 Virtual CTV Event, and with almost 300 people in attendance, it was a huge success!
Featuring a series of panel discussions and market deep dives from IAB Europe member companies, the event unpacked key topics from what to expect from CTV in 2023 and Programmatic CTV in Europe to CTV and Consent.
In this post, you will find an overview of each of the sessions covered, as well as video recordings for you to view in your own time. Enjoy!
Panel Discussion with Audience Q&A: What Can We Expect From CTV in 2023?
We are now entering a new Advanced TV universe characterised by new digital-like capabilities offered by the TV ecosystem. The rise of connected devices exacerbates the fusion of formerly distinct media, distribution and business models by bringing digitally native video to the big screen in the living room. How will these advances shape the CTV ecosystem over the next 12-18 months?
Will Jones, VP Partnerships, MediaMath moderated this session and was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Programmatic CTV in Europe
There has been great interest from broadcasters and buyers alike in finding new ways to enable more programmatic execution of advanced TV. The panel discussed the current capability of programmatic and CTV, shared best practices, and discussed how this unique ecosystem will continue to evolve in Europe.
Sarah Botherway, Director, Partner Development, Index Exchange moderated this session and was joined by:
Watch the session recording here
Keynote Presentation: Latest Measurement Standards and Initiatives for CTV
Watch the session recording here
Panel Discussion with Audience Q&A: Consent and CTV
How do you balance opportunity and responsibility in CTV? This panel discussed how consent is collected in the CTV environment, shared best practices and challenges that still need to be overcome. They looked at what the demise of the third-party cookie will mean for CTV and how the Transparency & Consent Framework (TCF) works for the CTV industry.
Paul Gubbins, VP, CTV Strategy, Publica moderated this panel and was joined by:
Watch the session recording here
In this week's member guest blog post we caught up with Shez Iqbal, Director of Publisher Partnerships and Global BIPOC Co-Community Leader, Criteo to find out what brands need to know ahead of Black History Month's 100th Anniversary.
Originated in the US in 1926, Black History Month took more than 60 years to materialise in the UK in its current form.
While undoubtedly a move in the right direction for its time, in 2022 the concept of a Black History Month provokes key questions about the state of diversity and inclusion across the UK; shouldn’t Black history be woven into the fabric of British history? Should we really have a set month to celebrate it? Do we celebrate it in the right way?
It’s clear a more nuanced conversation is required, not least when it comes to advertising. To support this, Criteo held a series of talks and panels with leaders from the advertising industry. Here we summarise some of the key takeaways from Criteo’s BIPOC Community panel discussion with Media For All, hosted by Director of Publisher Partnerships, Shez Iqbal.
From The Little Mermaid to James Bond, the conversation about Black representation in blockbuster films is as hot as ever. However, Criteo’s Jessica Luzemo warns brands to be careful about the characters and personalities they create, “so often you see the runner, the athlete, the rapper et cetera, but among these needs to be the astrophysicist, the politician, as well as everyday people.”
Choosing the person who’s not well known gives communities who rarely see themselves represented in the media an important stake in the ground, not to mention the impact on their relationship with the brand whose name accompanies that memory.
“Who doesn’t like seeing someone who looks like them in a movie or on the front cover” quipped Darren Sital-Singh of Studio PI, “but the fact is most crews behind the camera are still predominantly white.”
The importance of representation within the brand cannot be understated. One of the most interesting developments in this space is the number of studies highlighting the improved performance of diverse teams. Simon Haynes of Havas Lyons Group quoted McKinsey research revealing it’s statistically proven outputs are 35% higher on average among businesses that embrace diversity in the decision making process.
Ali Syed of ZoomInfo picked up on the pitch process, which so often fails to make any stipulation about the diversity of the team responding to a brief. “While unseen, I think it’s a really powerful way to drive change in how you operate and ensure every campaign is centred around people who understand the subject matter best.”
Black publishers can be a fantastic help to brands unsure of how to bring their ideas to market when they’re in the planning stages.
As the founder of The Grape Juice, a leading urban news publication, Sam Ajilore reflected on the fact he has yet to be approached by a brand looking for his consultation on how to engage his readership. Rather, he drew from his recent experiences being approached by brands with very grime oriented briefs looking for a “rapping mascot”, where a more granular approach would reveal savvier partnerships with Rihanna or Beyonce, who produce far greater resonance with Black audiences.
Ali Syed raised the important question of profiteering as brands refocus on the Black pound. It’s all too easy to join in the clamour of the moment, but when a brand’s subsequent actions don’t empower Black consumers to improve products based on their needs for instance, a question must be asked about authenticity.
The solution here is in considering if and where a connection can be made the drives meaningful benefit and opportunity for Black communities. “There’s so much potential for brands to more directly connect with consumers and give them the chance to educate the business in a way that positively grows the brand” Ali explained.
One sector which takes full advantage of the opportunity presented by the diversity of thought is pharmaceuticals. As Simon Haynes recounted from his campaign experiences, “they’re acutely aware of the discrepancies in healthcare provision to the degree the conversation about representation simply isn’t needed, it’s the modus operandi.”
Whether its the specialised hair and skin requirements of women from ethnic minority backgrounds or something universally relevant like common cold remedies, representation is woven into every creative; a benchmark for all brands to aspire to.
Finally, it’s one thing to make a host of commitments each year as October comes around, but what matters is how you deliver on them. Sam Ajilore has noticed a trend of companies speaking about their value or what they’ll achieve but in many cases last year’s promises have simply “fallen by the wayside”.
More often than not this the product of myopic thinking at the campaign planning level. To escape the vicious cycle of promise and re-promise, brands should take all of the above into consideration when planning and embed the delivery of real change throughout the organisation, from top to bottom.
Perhaps, as Darren Sital-Singh points out, “the need to talk about it in October takes away from the need to talk about it all through the year.”
As the Amazon Ads program mix becomes an ever more critical part of the advertising landscape, competition for attention on the platform has also become increasingly fierce. In this week's member guest blog post with Josh Dreller, Sr. Director of Content Marketing at Skai learn how to remain successful on the platform without overshooting your advertising budgets.
For most retail advertisers, Amazon has become too big to ignore. Over a relatively brief period, Amazon has gone from being an online bookstore to one of the largest global retail brands.
And because of its giant online footprint, Amazon Ads has become one of the leading digital ad channels for retail marketers, with worldwide advertising revenue forecasted to reach nearly £36 billion by the end of this year.
But as the Amazon Ads program mix becomes an ever more critical part of the advertising landscape, competition for attention on the platform has also become increasingly fierce. Some reports estimate that Amazon Ads prices have gone up nearly 50% year-over-year.
To remain successful on the platform without overshooting their advertising budgets, Amazon marketers must understand the types of ads Amazon offers and how to best use those ad offerings together to create a cohesive advertising strategy that maximizes spending.
Amazon Ad Types
The first step to optimising your Amazon ads program mix is understanding the four main types of Amazon ads.
Where and how you invest in these Amazon ad types will dictate a lot of the value you can get from your Amazon Ads program.
Five Best Practices for Optimising Your Amazon Ads Program Mix
Once you understand the main types of Amazon ads, the next step to successful Amazon advertising is using those ad types together to maximize their impact.
Here are some best practices for making the most of your Amazon ads:
Be Price-Conscious
Amazon ad prices vary by ad type. And as with any media mix, a balance of volume and quality is vital. Sponsored Products can offer tremendous volume and will most likely represent the bulk of your Amazon Ad impressions. However, Sponsored Brands, Sponsored Display, and Amazon DSP ads should all work together to drive a specific action.
When thinking through your program mix, ensure you are always buying about your total program, not just one ad format at a time.
Be Funnel-Focused
Retail media has long been relegated to a bottom-of-funnel tactic, but Amazon ads can be used at every stage of the purchase funnel. Amazon shoppers use the platform at every stage of their buyer’s journey, from research to final purchase. Think carefully about where your product fits into the market and how the right mix of ad formats can meet potential customers at the awareness, consideration, and action phases.
Be Target-Minded
No matter which Amazon ad type you’re using, there are plenty of targeting options–keywords, product, audiences, interests, behaviors, and more. However, not every ad type offers all of these targeting methods, so understand what each ad type is capable of, then use those capabilities in conjunction with one another to seek out your ideal audience with each ad.
Be Competitive
The Amazon ad landscape is crowded, and knowing what types of ads your competitors are buying and where those ads are popping up is a critical piece of the Amazon advertising puzzle.
To remain competitive with your Amazon Ads program mix, you will sometimes need to bid higher because competitors are buying up the market share of ads, but occasionally, you will have to back off. For example, a competitor launching a new product might raise keyword bids in the first weeks or months after the release but lower bids afterward. Waiting means still claiming share of voice without blowing your budget trying to compete.
Be “Retail Ready”
Amazon has always encouraged its sellers to make product detail pages (PDPs) as well-built as possible. These pages act as a virtual storefront, offering potential customers insights into your product.
For advertisers, winning a bid that leads those shoppers to a PDP that doesn’t look like a virtual showroom that fully answers all their questions about a product is not likely to move shoppers down the funnel. So save your ad spend for PDPs that do your product justice.
For more information about how you can make the most of your Amazon ads program mix, download “The Skai™ Marketing Guide to Mastering Amazon Ad Types” here.
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The leading digital advertising and marketing companies in the Baltics have joined together to launch a unique industry association - The Interactive Advertising Bureau Baltics (IAB Baltics). IAB Baltics aims to bring together the leading players of digital media and advertising industries in Latvia, Estonia, and Lithuania to represent their interests, conduct cutting-edge marketing and media research, promote employee education, and exchange experience.
IAB is an industry-recognised global association of digital advertising players, operating in dozens of countries with more than 700 members. "The Baltic States was one of the few regions not represented on the IAB European map and our market data was not analysed in the IAB global research. There is a lack of sufficient data on the size and opportunities of Latvian, Lithuanian, and Estonian online advertising markets. It has a negative impact on attracting global advertisers and reduces opportunities for exporting advertising services. Regular research of Baltic advertising market data will identify trends and provide a more accurate picture of the volume of interactive advertising activity," says Digna Degtjarova, Chairman of the Board of IAB Baltics.
Besides research, IAB Baltics' main tasks are to promote the industry's expansion, establish clear guidelines and quality standards for digital advertising.
"Currently, there are no uniform rules in the Baltic digital advertising market. We believe that the introduction of uniform guidelines will reduce the number of unscrupulous players, make the industry more transparent and increase the level of trust among advertisers. IAB Baltics plans to defend the interests of its members, to increase the value of the industry to legislators and policymakers. We are here as a trusted source for our members, the industry, advertisers and authorities to help simplify and explain the complex world of digital advertising," says D. Degtjarova.
Another key focus of IAB Baltics is on educating market players, offering digital advertising education to agencies and media as well as advertisers. This will help to use the funds invested in advertising more efficiently and increase the competitiveness of the Baltic advertising market in the global environment. The IAB's unified standards and certification system are recognised in the USA, Canada, Europe, and other regions, and the association will offer market-relevant knowledge to industry professionals and students alike.
The organisation was initiated by leading players in the digital advertising market, including Httpool, Google, Ekspress Grupp, digital advertising experts Digital Matter, on-demand printing and warehousing company Printful, Digital innovation bureau Quantitas, advertising agency Frank by Inspired, and media TVNET GRUPA. The organisation is encouraging other members to join.
BRUSSELS, BELGIUM - 7th October 2022: The Belgian Data Protection Authority (APD) has informed IAB Europe that it intends to pursue its examination of the action plan submitted in April with a view to its possible validation. This is despite the Belgian Market Court’s interim ruling of September 7th 2022 that declared illegal the APD decision (which served as a basis for the action plan) because of the APD’s lack of due care. In addition, the Market Court has referred fundamental questions on the substance of the matter - and relevant to the action plan - to the Court of Justice of the European Union (CJEU).
IAB Europe welcomes every opportunity to enter into a dialogue with the APD, and other supervisory authorities concerned, on its action plan and how best to deliver extended functionality to the Transparency and Consent Framework (TCF). The action plan is the result of a careful assessment of what measures would best meet the APD's interpretation of the GDPR, and the resulting obligations that it creates for IAB Europe. It reflects the willingness of the sector to find solutions and to cooperate on tools that are meaningful for data subjects, while practical and scalable for all market players involved.
However, while the action plan is a basis for discussion to continue the work on improving the TCF, IAB Europe firmly believes that the APD decision cannot be enforced.
Firstly, the Market Court found that the APD’s decision was illegal due to irregularities at the stage of the APD’s investigation. Secondly, the measures proposed in the action plan stem directly from the assumptions that (i) the TC String (a digital signal containing user preferences) should be considered personal data and that (ii) IAB Europe acts as a (joint) controller for the dissemination of TC Strings and other data processing done by TCF participants. The Belgian Market Court has decided to seek guidance from the CJEU on both of these points, based on questions raised by the APD itself during the course of the proceedings.
IAB Europe reserves the right to engage in any form of available legal action should the APD attempt to enforce its illegal decision and preempt responses from the CJEU on the central issues that have been referred to it
“The questions that have been referred to the CJEU are foundational as they call into question whether an enforcement action should have been brought against IAB Europe in the first place,” comments Townsend Feehan, CEO of IAB Europe. “Pending the answers from the CJEU on the matter, we look forward to soliciting guidance from Data Protection Authorities to deliver extended functionality to the TCF. ”
An updated FAQ on the case may be consulted on IAB Europe’s website here.
BRUSSELS, BELGIUM - 7th September 2022: IAB Europe acknowledges the interim ruling handed down today by the Belgian Market Court (part of the Brussels Court of Appeal) in connection with IAB Europe’s appeal of the February 2022 decision by the Belgian Data Protection Authority (APD) on IAB Europe and the Transparency & Consent Framework (TCF). In its interim ruling, the Market Court has decided to refer preliminary questions to the Court of Justice of the European Union (CJEU) on how the concept of data controllership in the GDPR as it pertains in this case, is to be interpreted and on whether a TC String (a digital signal containing user preferences) can be considered as “personal data” under the GDPR. The referral to the CJEU means that a final judgement by the Market Court is unlikely until 2023 or even 2024.
IAB Europe welcomes the Market Court’s decision to seek guidance from the CJEU. “The interpretation of the notions of personal data and controllership embraced by the APD is unnecessarily broad from a consumer protection point of view and has significant negative implications for the development of open standards and the Codes of Conduct foreseen in the GDPR,” noted Townsend Feehan, IAB Europe’s CEO. “It would place an unacceptable financial burden on host organisations, discouraging the development of these important compliance tools”.
An updated FAQ on the case may be consulted on IAB Europe's website here.
The world of commerce is changing at high speed. Accelerated by shifting consumer habits during the pandemic, a nuclear explosion has sparked for the digital commerce landscape.
As habits changed, a rapid uptake of commerce solutions emerged. Faced with not being able to leave home, consumers increasingly adopted eCommerce to facilitate their shopping needs and more and more brands started to turn to and tap into this valuable channel. The once distinct worlds of brick and mortar and online merged allowing consumers to seamlessly change environments and shop with ease.
There is now a vast frictionlessness in the way people can buy things, with new technology removing the obstacles of exploring goods, buying and enquiring about them, without having to be in a physical store.
Social commerce is a rapid expansion of this already booming eCommerce landscape. Where the content and products now travel with the consumer, the social aspect, in this environment, has the ability to manifest conversations around the product and the transaction, in a fun and engaging way. And all in one place.
To further explore commerce, the rise of social commerce, and the opportunities it presents for brands, we’ve partnered with TikTok along with GroupM and Shopify to discuss commerce in more detail and to look at where this growing trend is headed.
In a series of short videos, produced by TikTok, you can hear from key stakeholders including:
Keen to learn more?
If you want to dive into commerce deeper, why not join IAB Europe and TikTok 15:00 CET on 28th September for an exclusive Industry Insider webinar as thought leaders from across the industry will join a panel to discuss their thoughts on the past, present, and future of commerce, and the opportunities this presents for marketers.
Find out more and register here to secure your free space.
According to the recently released AdEx 2021 study, the European digital ad market is now programmatic first with 57% of all non-social display spend now being transacted programmatically.
Programmatic is and continues to be a big deal. But to really understand the status of programmatic adoption across Europe on both the buy and the sell side of the digital advertising industry, we need your help.
IAB Europe is inviting all stakeholders, from advertisers and agencies to ad tech and publishers, to answer the 2022 Programmatic Survey! Take part here.
Now in its eight year, this survey aims to illustrate the current adoption of and attitudes towards programmatic advertising. The results will help inform the IAB Europe Programmatic Trading Committee that provide guidance on developing a programmatic advertising strategy for publishers, agencies, and advertisers.
The deadline to complete the survey is Friday 5th August and it takes just 10 minutes to complete. Plus your response will be treated in the strictest confidence and all respondents will be sent a copy of the 2022 report with full results.
Help us uncover how programmatic advertising attitudes, adoption, and strategies are evolving. Take the survey today!
Check out last year’s report to see what the findings provide so much value and insight.
As part of IAB Europe’s key focus on topics of corporate responsibility in the digital advertising industry, The Programmatic Trading Committee has set up a mini-series to discuss diversity and inclusion in 2022, with the latest blog post diving into the theme of marketing in digital advertising. In this blog, our contributors explore D&I in media planning and buying, talk about what companies can do to embrace more diversity in marketing campaigns, and assess what can be done to make media more inclusive and culturally relevant.
A Q&A with:
Amina Begum, Solutions Consulting Director Xandr
Michael Shmarak, Senior Director of Communications, Verve Group
Clare Ritchie, Global Head of Programmatic, Mediacom
Alanna Tyminsk, Strategic Alliances Director, EMEA, IAS
Q1. In your opinion, what are the biggest challenges when you think about diversity and inclusion in marketing?
Amina - “A recent report from Media for All, showed that there is still a perception gap around diversity and inclusion in marketing and I think this is a constant challenge. According to the report ‘those who are not directly impacted by it are more positive across the board on outcomes and progress on diversity, equity and inclusion than those from minoritised backgrounds.
Part of the issue is that when there is an event that brings diversity and minoritised groups to focus, there is a quick reaction of support both from consumers and brands. However, the follow-through and action plan tend to be a lot slower and this lack of action creates a perception gap.
Thinking that we as a marketing industry are doing ‘enough’ is idle, we as an industry should do more to understand why this gap exists and ensure we have an action plan to address the outcomes.”
Michael - “The biggest challenge is making sure marketers look beyond D&I as "corporate social responsibility." It is as intertwined with the fabric of an organisation as anything that appears in financial statements. Ultimately, having the right and best people matters more than ever. At Verve Group, we have colleagues from more than 30 countries across the globe, so it is imperative that we practice what we preach. Marketers need to move beyond “checking off a box" and prove to their stakeholders that having diverse populations and ideas matter in a global economy.”
Clare - “The biggest challenges we face are authentication & intelligence. Diversity & Inclusion are more than buzzwords. Inclusive marketing for diverse audiences should come from diverse marketers with the aim of speaking to everyone and avoiding stereotyping. It is not just the change of a strapline or representative, but cultural awareness and appreciation which extends through planning, creative, and media placement. Messages should be tested and honed within the audience that they are trying to reach to ensure relevancy and reaction.”
Alanna - “Having a clear definition of what diversity, equity & inclusion (DE&I) actually encapsulates is really important, and there is more progress to be made. Ethnicity, race, LGBTQ+, gender equality, people with disabilities, and more, all come under this umbrella. This is the first step to ensuring diverse groups in marketing and advertising are represented and have a voice that can be championed. There have been good steps made, but there is still a way to go.”
Q2. What are the biggest opportunities available today for more diversity in marketing?
Amina “When it comes to diversity in marketing there are huge opportunities available for the advertising industry, both from an advertising and publishing perspective. For brands, this is an opportunity to reach audiences they haven’t engaged with before and a chance to build up new target markets.
From a publisher perspective, support for smaller and minority-owned publishers who have historically been overlooked because they haven’t had the budgets from advertisers before, now get the opportunity to be able to scale up their businesses.”
Michael - “Marketers should do a better job of listening to those who don't typically sit in their comfort zone to learn more about how their decisions impact others, especially in advertising. Here at Verve Group, we often find that the best ideas come when "worlds collide," literally and figuratively speaking, because we are listening to vantage points of others. Imagine the possibilities if we listened more than we spoke!”
Clare - “Consumers, especially younger generations expect more from marketing than ever before. They look for brands who are supporting important issues and showing diversity. The engagement and opportunity for resonant marketing to be shared within the right audience groups allows these messages to travel beyond the confines of paid media, bringing incremental value to any communication.
Thinking specifically about programmatic, we are in the age of addressability. We have the option to engage with our audience with relevance not previously attainable.
One size does not fit all, one message is not relevant to all. Using the technology available to us, and bringing together more precise and intelligent data about a brand's audience, should allow for a more equitable conversation.”
Alanna - “Have a diverse voice from the very beginning to drive inclusivity from within the business.
That means especially involving individuals from all groups with different backgrounds to the conversations and projects to ensure everyone is heard and represented.
Businesses should create these opportunities for everyone. There are already positive steps that are being taken within the industry. Clients and agencies are forming working teams within the business that are focussed on DE&I and starting to build out policies that support diversity on marketing plans.”
Q3. How do you think we can advance D&I in the media planning and buying process?
Amina “To put D, E&I at the forefront, it should be engrained in every part of the process. For example, if as a company you’ve historically never had diverse media plans before you should take the approach of equity. Meaning, this is something you’ve neglected so you are going to take actionable measures to put extra focus on this topic until it naturally becomes embedded in everything you do.”
Michael - “The industry needs to think about what "diversity" really means in this day and age, and to make it a part of one's strategy. There is so much opportunity to fuse diversity into operations and strategies, and in doing so, create great media plans. For example, I find it counterintuitive when I hear LGBTQ+ content is being blocked from ad plans because it is perceived as "different content." The LGBTQ+ community is vibrant, with people, ideas, and thinking that can influence brands. We often talk about walled gardens in our business, but we also need to break down some of these walls to achieve more.”
Clare - “We have a responsibility to hire with diversity, creating fluid talent pools across organisations, who are reflective of the market being reached. Creating approaches founded in insight-driven planning, allowing room for variation, feedback and change will advance thinking. Coupling this with clearly measurable outcomes will create accountability in advancing D&I throughout the media planning & buying process.”
Alanna - “First of all, education on effective tools that are already available in the market. They can really support media planning and buying when it comes to DE&I. The heavy reliance on existing tools, such as keyword lists, means that there is not only blocking of good content but also underprotection against unfavorable content for clients.
Technology vendors such as IAS need to also collaborate with clients to help them deliver against goals around DE&I in this process. We have worked with the Brand Safety team at GroupM to deliver a solution using our avoidance technology to help ensure that their clients do not appear against any negative content that is perceived as discriminatory.”
Q4. How can brands build more diversity and inclusion into their marketing plans?
Amina “Brands need to look internally at the make-up of their organisations – consumers can see through those that exhibit authenticity and those that are jumping on the latest bandwagon.
Companies need to ask the right questions, for example, are their staff diverse and representative of the local population? What about those in leadership positions? It is important that their employees feel empowered to put their voices forward and do not feel forced to change themselves in order to fit in and feel included. For brands to build more diversity and inclusion, they need to start by making sure their organisation is able to offer the right perspective in this area.”
Michael - “My father once said that we human beings have two ears and one mouth, and we need to remember that proportion. Brands would be wise to listen to my Dad’s advice–they should become active listeners to what diversity and inclusion mean to their customers as opposed to what THEY think D&I means to them. It also means that leadership teams need to become more deeply acclimated with the channels and networks where audiences reside and recognise the power that these channels hold in the marketplace.”
Clare - “We all need to take the time to really know our audience and understand how and where they are receptive. Listen to the data available, be that sales, focus groups, feedback, or social media, and create tailored approaches to speak to the complexities of real people that are a key representation of our brands. Accepting that what works today may not work tomorrow or next time and that we are in a fluid environment will aid success.”
Alanna - “Brands need to be conscious about where the advertising is being placed at the start of the media planning process. We advise to look at forming partnerships with publishers of under represented groups, as well as a diverse group of publishers during the planning process.”
Q5. What more can be done by the industry to make media more inclusive and culturally relevant?
Amina “Media has shifted and content creation has changed. It is now a lot easier to become a content creator as all you need is a camera phone. This means content creation has been opened up to a much more diverse pool of creators and brands should be taking note of this. By choosing to support a varied selection of creators and small businesses they can make their offering more inclusive and culturally relevant.
Formats are also evolving and some work better than others with diverse audiences. Brands should continue to experiment with formats to truly understand which platforms speak to broader audiences and invest in those spaces. Consumers will choose a platform that speaks to who they are, what represents them and they will take their spending power along with them.”
Michael - “I recall reading an article in CAMPAIGN that highlighted this issue to a tee–I highly recommend reviewing it, as it opened my eyes to where opportunities lie for all of us marketers. In it, the author cited a disconnect between the right/best data that is collected about audiences for specific campaigns. The author cited the methods that many marketers define audiences as inefficient because of racial, gender, and ethnic bias. If a media plan can be shaped with diversity and inclusion as a goal, some of those biases come off the table.”
Clare - “Ultimately we need to ensure that diversity and inclusion are given appropriate focus and space, through all stages of creative and media planning and buying. It's not a retrospective fit or a last-minute buying tweak. Audience and the approach to engage meaningfully should be in every conversation, but to enable this, we need to properly fund the time, thought and creativity needed.”
Alanna - “Policy can only succeed if culture drives it. What does this mean exactly? Everybody has the responsibility to play their role when it comes to diversity & inclusion - so does Ad Tech. Over the past years, we developed tools that can support our mutual goal for more inclusivity and deliver effective campaigns. So Tech providers have a responsibility to educate brands on how more sophisticated technologies can be used to achieve goals.
We want to make sure that we balance much-needed Brand Safety with a sensitive diversity level by consciously managing brand suitability and safety alongside inclusion.”
Report details all factors contributing to 30.5% annual growth
All 28 markets recorded double-digit growth
Brussels, Belgium, 28 June 2022 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released its full 2021 AdEx Benchmark Report following the release of the study highlights in May. The report is the definitive guide to advertising expenditure in Europe covering 28 markets. It details the formats and channels that contributed to digital advertising’s annual growth of 30.5 percent in 2021, culminating in a total market value of €92bn.
Commenting on the positive market growth in 2021, Townsend Feehan, CEO, IAB Europe said:
“The past two years have been challenging for many and it is encouraging to be able to report such positive growth for our industry. This is a testament to the people, products and services that help steer and grow the digital advertising industry, even in the most exceptional circumstances.”
Every market in the study experienced double-digit growth
All 28 markets covered in the study have recorded double-digit growth. Seven markets grew above the average growth rate of 30.5%, with a mix of countries from Western and Central & Eastern Europe.
The market recorded the highest growth rate since 2008
IAB Europe forecast a growth rate of 28.6% for 2021. The markets surged and exceeded expectations to achieve a growth rate of 30.5%, which is the highest growth recorded in the study since 2008. This equated to a total of €21.5bn added to the digital advertising market in 2021.
Still headroom for growth
When looking at digital ad spend per head, some key markets still lag behind the European average of €115; Spain for example at €92 and Poland at €38.
Video continued strong growth in 2021
Video was a key driver of growth both in and out of social spend. It grew by 46.2% and now accounts for 41% of all display ad spend. Video also now exceeds half of total display spend in three markets; Ukraine, UK and Italy.
Digital Audio recorded the strongest percentage growth
In 2021 digital audio grew by 50.7%, higher than all other formats. The audio market continues to grow rapidly, from a low base, reaching €700m in 2021, or 3% of display spend.
Programmatic now commands 57% of display ad spend
Programmatic, excluding social, accounts for more than half of display ad spend driven by a move to private market places and adoption in CEE markets.
Dr. Daniel Knapp, Chief Economist, IAB Europe, who compiled and presented the study commented:
“All parts of digital advertising benefited from the 2021 bonanza, but most notably those formats and approaches that enable small and medium sized businesses, e-commerce related advertising, video-based storytelling and formats that provide access to new consumer behaviour at scale, such as audio and gaming.
Although market growth in 2021 was tightly clustered in the mid-20ies for most countries, European digital ad markets are heterogeneous with a wide range of ad spend per capita allocations even in markets of similar economic power. This signals significant headroom for growth remains available.”
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 2021 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 sixteenth 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:
Lauren Wakefield, IAB Europe (wakefield@iabeurope.eu / +44 7828 514 193)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu / +44 7973 836 917)
16 June 2022, Brussels, Belgium - IAB Europe today declared its formal endorsement of the strengthened Code of Practice (CoP) on Disinformation, as part of its participation in the launch event held in Brussels.
The CoP was revised to take account of the European Commission’s Guidance on Strengthening the Code of Practice on Disinformation released in May 2021. IAB Europe was an active participant in the revision process, alongside other stakeholders including corporate players from online advertising and platforms sectors as well as fact-checking organisations, civil society representatives and other parties providing solutions to fight disinformation.
IAB Europe was one of the signatories of the original CoP in 2018, widely recognised as the first-ever policy tool addressing the challenge of disinformation. In its role as a trade association signatory, IAB Europe has been evangelising the Code within the industry and encouraging continued collaboration on it across the digital ecosystem.
“Online disinformation is a scourge and a major challenge to contemporary society,” said Townsend Feehan, IAB Europe CEO. “The drafting process of the strengthened Code has brought together a diverse group of stakeholders, including direct participation of advertising industry players and their experts. Their involvement allowed for in-depth discussions and commitments to address brand safety aspects that are particularly important for ensuring brands’ confidence in a safe and trusted digital ecosystem. We are looking forward to seeing through the commitments of the CoP, to help defund the dissemination of disinformation and support industry innovations that contribute to diminishing its incidence.”
IAB Europe will continue to help educate the industry on the importance of the CoP and of its commitments that aim to contribute to a digital space that continues to provide accurate information and views, on terms that are accessible and affordable for all citizens. IAB Europe will also work with other signatories to ensure a strong monitoring framework in order to assess the implementation and impact of the CoP, reporting on its contribution accordingly.
European Digital Advertising Market Grew by 30.5% to achieve €92bn
Turkey Achieved 99.7% Market Growth
Audio Grew By 50.2% Across All Markets
Brussels, Belgium, 25th May, 2022 - IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced at its flagship conference Interact 2022 today that digital advertising grew 30.5% in 2021 to €92bn. This exponential growth shows that the digital advertising market has truly bounced back from the challenges and impact of COVID-19.
2021 Digital Advertising Investment
Now in its sixteenth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe, covering 28 markets. In 2021, all markets experienced double-digit year-on-year growth. Turkey was the most dynamic market posting an exceptional growth of 99.7%. In 2021, no markets experienced a decline in digital advertising.
Audio and Video Post Strongest Growth
The study shows that audio saw the largest growth in 2021 at 51.3%. Whilst the audio market still remains small, it represents positive growth. Video also grew by an impressive 46.2% to €18.5bn. Meanwhile display grew by 34.5% to €45.6, with search experiencing a 29.9% increase to €39.5bn.
The AdEx Benchmark Study highlights can be downloaded here.
The full AdEx Benchmark 2021 Report, which will provide full commentary and data across all 28 markets, will be published in June 2022.
