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. The latest blog post dives into the theme of partnerships in digital advertising.
In this blog, our contributors explore the biggest challenges when it comes to digital advertising partnerships, they look at what has worked well and what more can be done to ensure diversity and inclusion under this umbrella.
A Q&A with:
Phil Tolliday, VP Marketing Science, EMEA, Xaxis
Sara Vincent, Managing Director, UK & IE, Index Exchange
Shez Iqbal, Director of Publisher Partnerships, Criteo
Q1. In your opinion, what are the biggest challenges when you think about diversity and inclusion in digital advertising partnerships today?
Phil - “We need to put huge effort into unpicking systemic bad practices.
Whether it's renaming the use of terms like Blacklists, or blindly repeatedly using the same content block lists without revision; inadvertently denying diversely owned publications and creators ad revenue.
Lazy practices like these need overhauling through active management, training, and education across a variety of disciplines, otherwise, the endemic problems travel with individuals from company to company as careers are progressed across the industry.
At Xaxis and in wider GroupM, we aim to equip managers and business leaders with the education they need to truly understand the disparity and ultimately make them accountable for progress towards our need to reflect the diversity of society in the people that we employ.”
Sara - “An important Cannes Bias and Inclusion report highlights how, while characters of colour are well-represented at the Cannes Lions winning ads (38%)--a significant improvement since 2006–huge gaps remain, such as LGBTIQ+ characters being virtually nonexistent (1.8%). It showcases how systemic the issue is, but also how crucial representation in advertising is for influencing diversity in the culture at large.
Through the positioning and prioritising of these advertisements both in display and omni formats, digital advertising can play a crucial role in helping change this representation. Strategic partnerships and private marketplaces have exploded in recent years in digital advertising–and with good reason, as they strengthen human relationships while promising cost savings. But cost efficiency can't be the only metric of success and reason for building these partnerships. Rather, companies should prioritise partnerships with organisations that take diversity pledges seriously in order to ensure that advertisements appearing–across all digital channels–accurately reflect the diverse worlds we live in.”
Shez - “D&I is not just focused on one action or program, it is an ongoing effort to change historical standards that have been in place over many years.
To add some context, the All-In survey from the Advertising Association found that non-white representation in London (17%) is still a long way off the general London population (38%). Furthermore, nearly a third of Black respondents and over a quarter of Asian respondents report that they are likely to leave the industry due to a lack of inclusion and/or discrimination experienced.
Helping the situation requires a mindset and behavioural change that challenges some of the systemic structures that exist throughout the digital advertising ecosystem. For instance, the industry needs to deliver a larger piece of the pie to publishers catering for diverse audiences.
At Criteo we are making a conscious effort to use more inclusive language with our tools. Keyword and publisher exclusion lists are a constant battle, with the continued effort not to throw the baby out with the bathwater each time a significant news event occurs.
There’s also the challenge of accountability for driving and sustaining improvement in diversity and inclusion. I think brands have it tough in this regard. Representation within advertising receives a mixed reception and I’m pleased to see brands are riding out the negative commentary and sticking to their values.”
Q2. Are you aware of how your partners recruit, support, and develop diverse talent? Have you seen any examples where this has worked well?
Phil - “I’m not aware of specific recruitment policies but at Xaxis we aim for roles to be both equitable and attainable; equality is the goal, equity is how we get there.
In the wider industry, many businesses still mandate that entry-level roles require a degree. That immediately rules out certain backgrounds, which then also establishes an elitist stigma that the industry is hard to break into.
The upshot of this is that more talent needs to be recruited through alternative pools that have not been traditionally prioritised.
A significantly noticeable increase in the last five years has been through the public support shown.
Many Xaxis partners show support through events and panels, all the way through to representation through their products. Google stands out in this regard with its excellent ‘I Am Remarkable’ initiative. This aims to empower women and other underrepresented groups to celebrate their achievements in the workplace and beyond.
This is also true in broader GroupM. A recent example that stands out for me is Channel 4's ‘Black to Front’ initiative with its efforts to improve Black representation on-screen and more widely in the TV industry.
But this is also culturally innate for Channel 4 - it would be good to see similar efforts from those without the same mandate”
Shez - “There is certainly more focus on the attraction, development, and internal support mechanisms across the industry towards under-represented and diverse talent pools. We’ve had a number of partners ask us about our DEI initiatives, including one large and reputable retailer. We were rightly grilled about our policies during the RFP process and we’re expecting this to be the norm. I should add, we won that RFP.”
Q3. Are D&I objectives incorporated into briefs you share with your partners or that your partners share with you? What more do you think can be done to encourage/adopt this?
Phil - “A great example in GroupM is that inclusivity is systemically built into Mindshare's Orchestration System, the Good Growth System. This is available to all employees worldwide.
It replicates the entire planning process in a digital environment to break down silos and encourage collaboration.
At every stage of the process, there are prompts to reflect and consider diversity in planning to overcome any biases, investigate inclusive innovation and outline inclusive investment plans.
It also holds all resources in one place for easy access at each stage, including a partnership with the Diversity Standards Collective.”
Shez - “We have built DEI focussed deals and curated marketplaces to help brands and agencies target inventory based on context. We are also currently working on a pilot in the US across our supply and publisher partnerships team to build an offering that supports incentives for black-owned partnerships.
Of course, I’d always like to see more. As experts on their audiences, publishers can be a fantastic help to brands unsure of how to bring their ideas to market when they’re in the planning stages. Sam Ajilore, the founder of That Grape Juice, a premier Urban Pop Culture website, told me he has yet to be approached by a brand looking for his consultation on how to engage his readership.”
Q4. What are the biggest opportunities available today for more diversity in digital advertising partnerships?
Phil -
In a more direct and practical sense, there are areas of governance that can be elevated more directly to the agencies and publishers;
Sara - “Collaboration is crucial to start seeing real industry transformation. Cross-industry initiatives–like the BRiM, devoted to improving the representation of Black people in marketing in the UK–can deliver frameworks and focus areas that might be less of a priority for individual companies. Meanwhile, industry bodies like the IAB offer platforms to highlight achievements in the industry to inspire other organisations. Partnering with these industry bodies will help to build a culture of change that will help make the industry more diverse, with the sort of coordination and encouragement that will also ultimately ensure that those changes are lasting.”
Shez - “The biggest opportunity as we see is elevating the voices and visibility of people that are generally under-represented. There is a significant benefit to reflecting the diversity of the populations and the markets we engage in; McKinsey research proves outputs are 35% higher on average among businesses that embrace diversity in the decision-making process. Through this, our industry has opportunities to become more creative and reflective of society in general.
Pharmaceutical companies are something of a benchmark here. They’re acutely aware of the discrepancies in healthcare provision and as such depend on building teams able to speak for each key audience. Whether it's the specialised hair and skin requirements or something universally relevant like common cold remedies, representation is woven into every creative.
As we look at our brand at a consumer level, our priority is to connect with our audiences, and this isn’t just about ticking a ‘diversity box’, it is about supporting a companywide ecosystem where we are aligned with the values of the partnerships we engage with.”
Online retailers and digital marketers look forward to the E-commerce Berlin Expo every year. This conference, which takes place every winter in the German capital, offers insights into the latest trends and technologies shaping our online world.
E-Commerce Berlin is thrilled to announce its first speakers today! For e-commerce enthusiasts everywhere, this is exciting news, as it means we're getting closer to the event.
About E-commerce Berlin Expo
A leading international e-commerce conference, E-commerce Berlin Expo is a gathering of digital leaders, innovators, and entrepreneurs. The event will take place on the 23rd of February 2023 at STATION-Berlin. They have an impressive line-up of speakers from around Europe who are leading experts in their respective fields - so you can expect some fascinating insights.
What is the process for selecting our speakers?
They always seek speakers with considerable expertise in their fields, but at the same time - they must be dynamic and innovative. It is their goal to create a conference that goes beyond regular e-commerce strategies and discusses new technologies and future trends as well.
Attendees are always the focus of its efforts.
#1 Call for Papers winners
The first group of speakers announced for the E-commerce Berlin Expo 2023 are the winners of the Call for Papers. This is an annual event that invites e-commerce experts from all over the industry to submit their proposals for talks. Public voting, and then a panel of judges, decide which proposals are the most interesting and insightful, and these are the talks that get selected for the event. This year, there were over 500 submissions, and the judges had a tough time narrowing it down to the final selection. But they've done it, and we're very excited to announce the following talks as part of the E-commerce Berlin Expo 2023:
#2 Regular Presentation Slots
Every single year, they invite a wide range of speakers to cover the latest trends and developments within their specialist areas. These regular presentation slots form an essential part of the E-commerce Berlin Expo and help ensure that attendees gain actionable insights that they can take away and apply to their own businesses.
Some of the topics that will be covered in these regular presentation slots include:
#3 Keynote Speakers
Several keynote speakers will grace the stage next year. Among them, you’ll find:
We cannot wait!
More speakers to come - stay tuned!
We hope you enjoy this sneak peek of the E-commerce Berlin Expo 2023. Keep an eye out for updates in the coming weeks regarding more speakers and sessions. It's going to be so much fun seeing you there!
If you want to be up to date with the latest news, trends, and tricks for e-commerce in 2023 and beyond, you simply need to be there.
In addition, attendees can visit the booths and speak with many great exhibitors during the EBE 2023. To name a few, you can have your choice of ChannelAdvisor, Tradebyte, Nexi Group, Empactcom, felix1, Smarketer, Checkout.com, Deutsche Post or Shopware. They will be eager to exchange feedback and knowledge, as well as to see new tactics to implement in the world of e-commerce.
The EBE2023 is free to attend. Visitors can register for a ticket here.
Find out more about the E-commerce Berlin Expo 2023.
The E-commerce Germany Awards are back and better than ever! This year, the contest starts on December 1st, so make sure you're prepared. The E-commerce Germany Awards recognise the best of the best in the industry, so it's definitely an honor to be nominated.
If you're not familiar with the contest, it's basically a way to recognize outstanding individuals and businesses in the e-commerce field in Germany. It's a great opportunity to get your name and your business out there, and you might even walk away with an award.
About E-commerce Germany Awards
The E-commerce Germany Awards is a yearly event that recognizes the achievements of e-commerce companies in the German market. The event is designed to serve as a platform for networking and sharing experiences and provides an informal opportunity for clients, competitors, and partners to meet. Additionally, the awards provide recognition for excellence and creativity in the e-commerce field. If you are involved in the e-commerce field, this is an event you don't want to miss!
Who can submit their entry to E-commerce Germany Awards?
Any company which is present & active in the German market and contributes to the e-commerce industry in the DACH region may take part in E-commerce German Awards (EGA) contest. There is no entry fee for taking part in the competition. All you have to do is fill out an online application form before the deadline.
The e-commerce industry caters to everyone, as evidenced by the 12 different categories in the E-commerce Germany Awards:
These Awards recognize excellence in e-commerce activities, from online retail to payments and logistics. Last year's winners include Sendcloud, Stripe, Channable, Bloomreach, Droppery, Ax Semantics, JTL, Storyblok, Link Mobility, Basecom, Everstox, and Xentral.
Stages of the E-commerce Germany Awards
In the first round, the public is invited to vote (via LinkedIn accounts) for their favorite companies in each category. The ten companies with the biggest amount of votes in each category will move on to the second round, where a panel of experts will choose the final winner in each of the twelve categories. This year's award is sure to be hotly contested, and it will be interesting to see which companies come out on top.
The award ceremony is a major event on the e-commerce calendar. This year, the awards will be given to companies with the highest total number of points from the public and jury voting combined. The Award Ceremony and Networking Party will take place on 22.02.2023 in Berlin, and it promises to be a night to remember. So mark the date in your diary and make sure you're there to celebrate the success of the winners.
The jury of the E-commerce Germany Awards
The E-commerce Germany Awards are given out annually to honor excellence in the field of online retail. This year's jury is composed of industry leaders and experts from various companies, including BASF, Google, Zalando, HUGO BOSS AG, Meta, Mercedes-Benz, Infosys, and TUI. With such a diverse group of judges, the awards are sure to reflect the best of what the e-commerce industry has to offer. So be sure to keep an eye out for the winners when the awards are announced early next year.
Why should you submit your company to the E-commerce Germany Awards?
Being awarded as the best in e-commerce can help your company in several ways. Awarded companies enjoy additional visibility in their industries. The award can help develop brand awareness with potential clients and competitors. For companies with multiple products or services, an award can create a halo-effect that raises the perception of the company's other offerings. The award can also motivate team members and help an organization become the destination for top talent! Finally, an award can boost a company's bottom line by increasing sales and customers. For all these reasons, it makes sense to submit your company to the E-commerce Germany Awards!
E-commerce Germany Awards submissions are accepted until the 6th of January 2023.
In this week's member guest blog post we caught up with Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA at PubMatic who takes a look at supply chain transparency and the key topic of sustainability.
Across the digital advertising industry, the conversation about sustainability is growing louder. The terms ‘carbon neutral’ and ‘net zero’ have made their way into our day-to-day vocabulary and as a result, we are more informed and better equipped to understand the steps we need to take to protect our planet. However, we’re still at the beginning of the quest to decarbonise the digital advertising industry and there is a lot of work to be done if we’re to reach net zero by 2030 as pledged by Ad Net Zero and its members.
What are the biggest problems facing the industry today?
Advertising has always been a blend of art and science, and sustainability is a redefinition of the science component of that equation. Sustainability is about creating a thriving economy and society for all, now and forever. Today, the digital advertising industry sits somewhat behind the curve and there is work to be done to ensure that advertising has a role in a net-zero society.
When we hold a mirror up to the digital advertising industry what we see is complexity - a plethora of technology and data companies intertwined with each other, trying to best serve the needs of publishers and advertisers. This complex web of interoperability has also, in the past, suffered from a lack of transparency and brand safety issues. Solving these issues has largely been shouldered by publishers leaving a legacy of ‘responsibility’ for the state of the supply chain.
Today, we need a mindset shift where there is a collective feeling of responsibility throughout the supply chain. We need all parties to work together to define how we can create new values and principles that best serve advertisers, publishers, consumers, and the environment. We need to learn from the past and ensure that no one party in the chain dictates the future and that there is a robust definition of what we’re trying to achieve; why we’re trying to achieve it; and most importantly, how we’re going to measure results consistently.
Steps we can all take now to make advertising more sustainable
First and foremost, we need to ensure we’re not wasting energy which is such a precious resource to society. There are simple rules that can be set such as not buying from one supply-side platform (SSP) via another that you already have a partnership with. This means that energy is not being wasted in an unnecessary hop in the supply chain thus making it more efficient both commercially and environmentally. Implementing changes like this that have a clear commercial and environmental benefit will accelerate the rate of change as there is clear value rather than altruism which is not a long-term solution.
There is a real need for education and understanding across the industry both globally and on a local level in different countries to cater for market nuances and ensure that the best possible approaches are being taken based on individual market circumstances. This education process needs to extend beyond the digital advertising industry and include consumer-focused communications. We need to explain what the issues are, what they mean, what we’re doing, and show the results. This will help build consumer confidence in advertising as a force for good.
The approach has to be systematic and pragmatic - like tidying a messy room. Optimise existing processes, scrutinise the path behind and ahead of you, and ensure that everything works in the most efficient way possible. Look at what you can do now, what you can do in six months' time, 12 months, 2 years, or even 5 years from now. Be realistic about what you can achieve and when and be transparent about it. No one is going to win in sustainability by covering up the truth or pretending to deliver change.
What happens next?
Cleaning up supply paths by reducing hops from advertiser to publisher, the removal of cookies, and responsible use of first-party data will help improve sustainability with near immediate impact. However, we also need to look to the future and what else we can do with a long-term lens.
New companies are entering this space with new tools and solutions designed specifically with sustainability in mind. As industry leaders, we need to ensure that we’re collaborating with these new companies to ensure that best practices are verified commitments and not a race to the bottom or profit-driven. Collectively, we need to keep in mind that no one has a silver bullet which is why we need a common end goal that is robustly defined and well-understood.
The digital advertising industry has been built on technology and more often than not technology companies have been the ones that have stepped up to solve the challenges marketers face. Sustainability is different. Any company that is creating emissions needs to be responsible for reducing them. Regulations similar to the Task Force on Climate-related Financial Disclosures (TCFD) designed to improve and increase reporting of climate-related financial information could well come into play in digital advertising and help guide the way forward.
How to set up for success
Each organisation will follow its own path towards a more sustainable future but there are some factors that will undoubtedly contribute to success regardless of the specific action plans laid out.
Investing in grassroots and engaging people on a personal level through initiatives such as beach or river clean-ups, removing plastics from office kitchens, or providing training on how to improve personal sustainability will help to foster a culture of responsibility and consideration throughout your organisation. Empowering people to think about how they can contribute to a more sustainable future no matter what their job role or level is will create long-term action rather than a tick-box attitude or laser focus only on specific climate awareness days.
Ultimately, the question we need to ask ourselves when it comes to thinking about the long-term is: “How do we make sure sustainability doesn’t become de-prioritised?” Two things are key here - 1) build sustainability and measurement into all business processes, and 2) hire people who care. Doing these two things will enable companies to deliver change both now and in the future. We’re only just getting started on our sustainability journey in digital advertising and there is a lot of hope and optimism that we need to nurture as we go through this radical transformation for good and work to become a net zero society.
IAB Europe has not one but two new exciting working groups for you to join.
Check out the details below and sign up to participate today.
Sustainability Standards Committee
The committee will bring the industry together to create new standards for the delivery of digital advertising. These standards will help and direct all industry participants to reduce the amount of energy consumed and carbon emissions produced through their use of digital media.
Today, it’s estimated that the Internet’s overall environmental impact is around 2%-4% of global carbon emissions, with a typical ad campaign emitting around 5.4 tons of CO2. As the industry and wider society become increasingly aware of the climate crisis, and the impact that the internet and digital ads have on the environment, it has now become more important than ever to take responsibility and action.
To tackle these numbers, the committee will produce a ‘Green Media standard’ which is composed of practical and measurable steps that participants can implement to decarbonise their digital media.
For members wishing to join the committee please sign up here. Organisations wanting to be involved in the committee who are not yet members of IAB Europe, please contact - communication@iabeurope.eu
Retail Media Working Group
The Retail Media Working Group will bring together stakeholders from across this emerging new channel in order to enable collaborative conversations, provide education and insights and create recommendations to shape and define this new, exciting advertising space.
Retail Media in Europe is accelerating each year and is a key part of the media plan. In 2021 the market was worth €7.9 billion and this is expected to reach €25bn by 2026, representing a significant investment opportunity. Further, a recent buy-side survey on the Retail Media Opportunity in Europe shows that retail media is already a key part of the media plan; 92% of advertisers and 74% of agencies surveyed state that they are currently partnering with retailers to reach consumers.
The new working group is open to all IAB Europe members and will provide education on the retail media landscape, the benefits, use cases as well as insights and standards to enable the market to continue to grow.
For members wishing to join the working group please sign up here. Organisations wanting to be involved in the committee who are not yet members of IAB Europe, please contact communication@iabeurope.eu
In this week's Member Guest Post we hear from Chris Costello, Senior Director of Marketing Research at Skai. He dives into what difference was seen across the two Prime Days that took place in 2022 and what happens when it's no longer a "singular" event.
Amazon Prime Day has been an event that always attracts both shoppers and advertisers in large numbers for years. As a singular event, once a year, it typically yields advertiser spending at three to four times the daily average for the month running up to the two-day online sale.
So, what happens when it is no longer a “singular” event?
Prime Day Early Access 2022 results
In 2022, we had a second Prime Day event for the first time, spanning October 11 and 12. Sandwiched between the first Prime Day—maybe call it Prime Day Prime?—and the holiday season, the nominal goal of the new event is to help jumpstart holiday spending well in advance of Thanksgiving weekend. To some extent, that was what happened in 2020 when the initial event was pushed back because of the COVID-19 pandemic.
With marquee events on either side of the Amazon Prime Day Early Access Sale, as it was officially called, advertisers and consumers could be forgiven if they didn’t respond quite as strongly. Compared to the 4X increase in advertiser spending for the first Prime Day in July, compared to the previous 30 days, the October version only saw an average spending increase of 2.8X.
One constant across both the two events this year and the Prime Day event in 2021 is the premium on ad prices. The average cost per click (CPC) across the October Prime Day was up 56% compared to the average for the 30 days beforehand. By comparison, CPC increased 50% in July and 53% for the 2021 event in June.
This means that the spending difference resulted from a smaller increase in click volume this time around. While it would be easy to point at the macroeconomic environment, it should also be noted that consumers do not have an inexhaustible supply of dollars to spend even in the best of economies, so competing with a similar event just three months ago was always going to be a very high bar to clear. Overall volumes, whether spending, clicks or sales revenue, were down compared to that event by 30-50% depending on the metric.
When we look at ad-driven sales revenue–how much Prime Day advertisers made in product sales–the increase over the previous 30 days was 2.9X.
If you’re doing the math at home, that makes the October Prime Day effectively neutral with regard to Return on Ad Spend (ROAS), up just 3%. By comparison, sales revenue in July increased 4.5X, resulting in a ROAS bump of 12%.
As we have come to expect, Computers & Consumer Electronics continued to dominate Prime Day, even in October. Spending increased 6.6X over the previous 30 days, and sales revenue grew 5.2X, making this event more purely about sales volume than ROAS this time around for the category. Other strong showings came from Hobbies & Leisure (3.5X spending increase) and Home & Garden (4.1X spending increase).
On balance, the Amazon Prime Day Early Access Sale 2022 ROAS took a bit of a hit for most individual categories, but a sales volume strategy can be just as compelling, as evidenced by previous Prime Day performances from categories like Beauty & Personal Care. Considering some of the inventory issues that have been reported as supply chain issues have convulsed over the last year, Prime Day may have ultimately been effective in clearing the decks, and the warehouses, as we prepare for the holidays.
For more information on Skai and its Retail Media Solution visit its website here.
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.
