IAB Europe has just released its 2023 AdEx Benchmark Report, and it's packed with insights into the booming digital advertising market in Europe. Despite economic and geopolitical challenges, the sector has demonstrated impressive resilience and growth. Here are five key takeaways from this year's report:
Europe's digital advertising market grew by an impressive 11.1% in 2023, reaching an all-time high of €96.9 billion. This growth rate outpaces that of the US, which saw a 7.3% increase. This places Europe in a strong position, showcasing the region’s ability to thrive even in challenging times.
The bulk of digital ad spending is concentrated in five key markets: the UK, Germany, France, Spain, and Italy, which together account for 69% of the total spend. However, there's notable double-digit growth in 13 other European markets. Central and Eastern European countries like Turkey, Serbia, and Ukraine are leading this charge, with Turkey experiencing a phenomenal 50% growth.
Video advertising saw a 20.9% surge, with a 15.0% rise outside social platforms, underlining its importance in the display ecosystem. Audio advertising also boomed, with a 23.1% increase driven by a 32.5% rise in podcast popularity. Connected TV (CTV) is another standout, with a 23.5% growth rate, outpacing other non-social video formats.
Programmatic advertising remains dominant, accounting for 51.9% of total display ads. However, growth in this segment is maturing as budgets shift towards new channels like CTV and Retail Media. This shift is also influenced by privacy concerns and the impending phase-out of third-party cookies, pushing the industry to explore alternative solutions.
Retail Media has emerged as a significant player in the digital advertising ecosystem, attracting considerable investment. As traditional retail and e-commerce continue to blend, advertisers are finding new opportunities to reach consumers directly on retail platforms, driving growth and innovation in this space.
European Digital Advertising Market Grew by 11% to a Market Value of €96.9bn
13 European Markets Experienced Double-Digit Growth
Brussels, Belgium, 12th June 2024 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released the AdEx Benchmark Report for 2023, revealing a strong 11.1% growth in the digital advertising market in Europe, reaching an all-time market high of €96.9 billion. Despite a challenging economic and geopolitical environment, digital advertising in Europe has shown resilience.
Now in its eighteenth year, the AdEx Benchmark Report is the definitive guide to advertising expenditure in Europe, with data collected across 29 national markets to provide a total harmonised figure for Europe. For the first time this year, the report includes additional quarterly data, offering a deeper insight into the complex dynamics that contributed to digital advertising’s growth over the last three years.
Key Highlights from the latest AdEx Benchmark Report include:
European Digital Advertising Market Saw Exponential Growth in 2023
The digital ad market grew by 11.1% in 2023, reaching €96.9 billion, surpassing other international markets, in terms of growth rate.
While the U.S. market is 2.5 times larger than Europe, Europe experienced a faster growth rate at 11.1% YoY vs a 7.3% YoY growth rate for the U.S. market.
Most European Markets Showed Robust Gains
Digital ad spending remained concentrated in the top European markets with the UK, Germany, France, Spain, and Italy making up 69% of total digital ad spend.
Most European markets showed robust gains overall in 2023 with 13 European markets seeing double-digit growth. Of those markets, 9 Central and Eastern European markets grew over the European average of 11.1% with Turkey seeing 50% growth, Serbia 27.6%, and Ukraine 25.2%. Growth in Turkey can largely be attributed to inflation.
Video, CTV, and Audio Are Among the Fastest-Growing Formats
Social ad growth rebounded in 2023 and grew by 18.2%, outperforming the display growth of 12.7%. Video advertising also played a crucial role in the growth of total display, increasing by 20.9% in 2023. It also saw substantial growth outside of social, with a 15.0% increase.
Audio also revealed itself to be one of the fastest-growing formats again this year, experiencing an increase of 23.1%. New audio data in this year’s report also showed that podcasts were integral to driving total digital audio spend, growing by 32.5%.
CTV also grew by 23.5% in 2023 to outperform non-social video.
Programmatic Market Growth is Maturing
Programmatic still accounts for over 50% of total display (51.9%), but market growth in this area is maturing. This shift is partly driven by the increasing allocation of budgets to new and evolving channels such as CTV and Retail Media, as well as the exploration of alternative solutions in response to privacy concerns and the evolving landscape surrounding third-party cookies.
IAB Europe’s Chief Economist, Dr Daniel Knapp commented on the report saying “Digital advertising defied all odds in 2023 and grew by 11.1%. This can be attributed to interest rates improving, and the economy stabilising, giving advertisers greater confidence once more. While many remained cautious, we saw an increased recognition for more sustained spending, as brands looked to build presence back up and maintain a share of voice in the market. This period also saw a return of new companies and SMEs entering the market. As businesses have transformed to become increasingly more digital, advertising has evolved from a siloed function to a more integral part of the overall marketing strategy, helping to fuel 2023 growth.”
Looking more closely at the channels and formats that are driving digital advertising growth in Europe, Townsend Feehan, CEO at IAB Europe commented, “The 2023 AdEx Benchmark Report reveals robust growth across several key formats, highlighting key dynamic shifts and expanding opportunities in the digital advertising landscape. Social advertising's impressive 18.2% growth reflects the increasing engagement and effectiveness of social platforms in reaching diverse audiences, and video advertising's significant 20.9% growth, especially its 15.0% rise outside social platforms, underscores its critical role in the display ecosystem. We can also see how emerging channels such as audio advertising and Retail Media are contributing significantly to the overall rapid growth of our industry, offering brands more opportunities to innovate and connect with audiences in meaningful ways.”
Download the full report on IAB Europe’s website 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 2023 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, Turkiye, UK and Ukraine. The data represents the calendar year 2023 January- December. This is the eighteenth AdEx Benchmark study which began in the calendar year 2006.
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
Marketing & Communications Director, IAB Europe
wakefield@iabeurope.eu - +44 (0) 7828 514 193
Helen Mussard
CMO, IAB Europe
mussard@iabeurope.eu - +44 (0) 7399 919 594
Now in its eighteenth year, the AdEx Benchmark Report is the definitive guide to advertising expenditure in Europe, with data collected across 29 national markets to provide a total harmonised figure for Europe. For the first time this year, the report includes additional quarterly data, offering a deeper insight into the complex dynamics that contributed to digital advertising’s growth over the last three years.
Key Highlights from the latest AdEx Benchmark Report include:
Read the press release here.
Download the 2022 AdEx Full Report here.
Download the 2022 AdEx Infographic below.
The countdown is on! In just two weeks, the wonderful world of advertising and marketing will descend on the South of France for the Cannes Lions Festival 2024.
Embodying creativity (and luxury) like nowhere else, the fast-paced environment and jam-packed schedules will return 17-21 June as senior leaders from across the globe get together to celebrate the industry, forge connections, and look to drive innovation forward.
This year, the team from IAB Europe will be there to meet, greet, and share expertise with our members and to create new connections with companies from across the ecosystem.
Focusing on Retail Media and Sustainability, our Industry Development & Insights Director, Marie-Clare Puffett, and Data Analyst & Sustainability Manager, Dimitris Beis will be on hand to discuss the integral work we are doing and how we can help you to meet your needs in these innovative areas and more.
Our Chief Economist, Daniel Knapp, will also be there delivering key sessions at RTL beach.
Here are some of the exciting things we have planned for our time in Cannes:
Monday 17th June
The AI Journey of Future Media at RTL Beach
Our Chief Econimist, Daniel Knapp will be heading to the RTL beach to lead the 'AI Journey of Future Media' panel session that will provide a comprehensive exploration of AI's impact on the newsroom and journalism. Bertelsmann Group, the leading Media conglomerate in Europe, launched AI initiatives will be discussed, offering insights into the innovative strategies and technologies driving media evolution. Additionally, the panel will address AI ethics in journalism, examining the potential risks and opportunities AI presents for the newsroom. This session promises to deliver valuable perspectives on AI's transformative role in shaping the future of media.
Tuesday 18th June
Retail Media: The Road Ahead for Europe with IAB Europe & Criteo
On Tuesday, June 18th at 10 CET, immerse yourself in an exclusive gathering hosted by Criteo and IAB Europe, alongside key leaders from across the ecosystem. Amidst the buzz of Cannes Lions, we'll convene to tackle the pivotal question: What strategic steps must our industry take in the forthcoming year ahead?
Speakers include:
Expect thought-provoking insights from a diverse panel of Retail Media experts, fostering an interactive dialogue aimed at navigating the complexities of decision-making. Following the session, there will be networking opportunities and light refreshments — all set aboard the Criteo yacht.
Find out more and register to join here.
Commerce Connect at the VideoWeek Villa
Retail Media promises brands the means to deliver effective campaigns with measurable outcomes. But how are retailers actually making this promise a reality? What can we learn? Join this fireside chat led by IAB Europe to learn more from those at the forefront of developing retail media networks at the VideoWeek Villa.
Wednesday 19th June
In-Store Breakfast Roundtable
Hosted in partnership with PRN, IAB Europe will bring together thought leaders from retailers for an invitation-only roundtable discussion on the evolving area of in-store retail media.
For more information on how to join please contact Marie-Clare - puffett@iabeurope.
How to Make (Data-Driven) Advertising Good Again? At RTL Beach
Data-driven business models are a central cornerstone of a diverse media landscape in Europe. However, they exist in a field of tension between consumer trust, regulatory scrutiny, and the continuous quest for innovation. The industry has not always found the right balance. This panel, moderated by Daniel Knapp, will untangle the state of affairs and future avenues to ensure a healthy combination of advertising and data for the benefit of all. In particular, it explores what options media owners, agencies, and brands have at their disposal to establish clear principles of ethical and trustworthy data use and how this is vital to ensuring a pluralistic and healthy media ecosystem.
Meet Us There!
If you are heading to Cannes and would like to connect with the IAB Europe team, please reach out to:
Marie-Clare Puffett - puffet@iabeurope.eu
Dimitris Beis - beis@iabeurope.eu
We look forward to connecting and celebrating with you in Cannes!
On 21-22 May we hosted our annual flagship conference Interact 2024 in Milan where we brought over 240 industry leaders, innovators, and experts together to answer the big questions needed to shape the future of the digital advertising and marketing industry.
Thanks to the support of our sponsors, media partners, the team at IAB Italy, and our event host Joanna Burton, we enjoyed two days of content, which focused on our theme ‘The Big Questions. The Smart Answers’.
Watch the event highlights reel here.
Going beyond standard keynote presentations and panel discussions, we brought the ‘interactive’ back to Interact this year, with each session framed around a key question that our elite, expert speakers endeavored to answer. No beating around the bush. It was all about delivering smart answers to the industry's most important questions. Plus we addressed additional questions live on stage through our engaging polls and audience Q&As.
We unpacked a huge variety of topics as we looked to address some of the industry’s biggest challenges and innovations head-on. From the latest ad spend figures, the demise of third-party cookies, and Retail Media to sustainability, policy, measurement, publisher advertising models and more, our esteemed speakers provided smart, sharp answers to our industry's biggest questions of today.
The big questions included:
If you didn’t have the opportunity to join us or you did and want to relieve all of the great content again, in this post you will find links to all of the highlights, including session overviews for you to read in your own time.
Event Highlights
If you’d like to know more about IAB Europe and the membership opportunities available to dive into these key topics and more, reach out to the team at communication@iabeurope.eu.
On 21-22 May we hosted our annual flagship conference Interact 2024 in Milan where we brought industry leaders, innovators, and experts together to answer the big questions needed to shape the future of the digital advertising and marketing industry.
Thanks to the support of our sponsors, media partners, the team at IAB Italy, and our event host Joanna Burton, we enjoyed two days of content, which focused on our theme ‘The Big Questions. The Smart Answers’.
Going beyond standard keynote presentations and panel discussions, we brought the ‘interactive’ back to Interact this year, with each session framed around a key question that our elite, expert speakers endeavoured to answer. No beating around the bush. It was all about the smart answers that our audience was after. Plus we addressed additional questions live on stage through our engaging polls and audience Q&As.
On day two, we focused on how we can support Ukraine, dived into how strategies can make the supply chain more sustainable, and assessed how publishers can reinvent their digital advertising businesses. We also turned our attention to policy and legal matters to look at the future of digital advertising policy, what’s next for the TCF, and how we can ensure transparency with the Digital Services Act (DSA).
Below you can find overviews and key takeaways from each session.
The second day of Interact began with a poignant keynote from IAB Ukraine’s CEO, Anastasiya Baydachenko. Having travelled at length to be with us again this year, she kindly shared an update on the situation in Ukraine and her latest experiences. She also shared practical examples of how we as an industry can collaborate and continue to support Ukraine, to help drive digital advertising forward in the region.
Sustainable advertising is a big industry topic and creating a no-waste, clean ad ecosystem we can all agree will benefit marketers, media owners, and tech companies alike. To kick things off in this area Scope3 and Sanofi Consumer Healthcare took to the stage to share insights into how more efficient, effective, and sustainable advertising is within our reach, and why it's needed as we head into the next era of digital advertising.
Speakers:
Key takeaways:
To continue to answer key questions on sustainability, the first panel of the day assessed the state of readiness of our industry and shared insights on what is being done to achieve sustainability in digital advertising.
Exploring the current tools and frameworks available to help reduce the greenhouse gas emissions produced by digital advertising, important regulations, and priorities for businesses, the panel considered if our industry is doing enough to reduce its carbon footprint and what other tangible actions can be taken to deliver across the value chain.
Speakers:
Key takeaways:
Moving from sustainability strategies to publisher development, our next session welcomed Lauren Dick, Executive Director at Mail Metro Media to the stage to share macro industry trends from a publisher’s perspective. From harnessing first-party data strategies, and creating original content to delivering ecommerce outcomes, she covered all key valuable attributes in today’s media mix.
Continuing on the innovative insights that Mail Metro Media shared, the next session allowed the audience to discover how publishers are moving, shaking, innovating, and reinventing their digital advertising businesses to ensure success in the new world of digital.
Speakers:
Key takeaways:
After a well-earned coffee break, it was time to answer the big questions on policy. Welcoming our first policy-focused session to the stage, speakers dived into the future of digital advertising policy in the European Union and answered questions on what to expect next.
They examined the influential factors that will steer EU perspectives on digital advertising policy, particularly in light of upcoming elections and their impact on setting the agenda. They also focused on the post-election landscape, identifying the potential hurdles and issues that EU policymakers must confront and navigate in shaping effective advertising regulations.
Speakers:
Key takeaways:
Moving to the topic of the IAB Europe Transparency & Consemtn Framework (TCF), our next panel of experts explored the TCF in light of the CJEU ruling in connection with IAB Europe’s appeal of the February 2022 decision by the Belgian Data Protection Authority. They discussed the latest adaptations to the framework and how it is evolving to work with new developments and innovations in the ecosystem.
Speakers:
Key takeaways:
In the final session and to conclude Interact for 2024, our last group of industry leaders discussed the release of the technical specifications for the DSA Ads Transparency Solution by IAB Tech Lab, in collaboration with IAB Europe, as well as the interplay between the specifications and EDAA's Advanced Advertising Transparency Programme (AATP). They also explored how compliance with Article 26 of the DSA can be facilitated and streamlined through common technical approaches, and the outstanding uncertainties underlying the enforcement of this new piece of legislation at both the EU and national level.
Speakers:
Key takeaways:
Well, that’s a wrap for Interact 2024, and what an amazing two days it was.
If you are interested in finding out more about IAB Europe and how you can get involved in our work across all of these key areas and more, or are interested in joining us for Interact 2025 and would like to know more about the event and how you can participate, please contact the IAB Europe team at communication@iabeurope.eu.
Dimitris Beis, Data Analyst & Sustainability Manager at IAB Europe shares his thoughts on the interplay between product-level programmatic emissions and the total GHG footprint of ad tech platforms across the ecosystem, as covered in Cedara's new research report.
In recent months, the conversation on sustainability in digital advertising has been largely centred on the development of much-anticipated product-level standards. The anticipation is justified; brands have long expressed that the streamlining of environmental performance estimation is a key prerequisite to substantial reductions of their ad spend’s carbon footprint. A common basis for emissions models would also enable solutions providers to focus on optimisation and deal with the uncertainty created by the current variance between estimates.
Programmatic is an area of focus, commonly regarded as a hotspot in terms of a digital ad campaign’s value chain. Trust and transparency, supply path optimisation, measurement, and ad fraud prevention are all topics that share a significant intersection with environmental efficiency.
While viewing the issue of programmatic emissions through a product-level lens is certainly valuable in terms of integrating greenhouse gas (GHG) impact into the decision-making processes (especially to IAB Europe members, brought together by the digital advertising business model and value chain), an enterprise-level perspective can provide valuable insights. Cedara’s newest research report, titled Scope 1-3 Emissions Measurement for Digital Media Businesses, addresses a topic that sometimes takes the role of the elephant in the room: the interplay between product-level programmatic emissions and the total GHG footprint of ad tech platforms across the ecosystem. Cedara’s strategy is characterised by a focus on enterprise-level emissions; the figures shared in the research report represent averages of activity and intensity data collected directly from digital media businesses.
Before addressing the report’s implications, it must be noted that it is also a great educational resource for digital ad professionals seeking to build an understanding of emissions scopes within their field. The report includes a clear explanation of the emissions sources considered based on GHG Protocol’s categories. Besides product-level emissions, considerations include corporate overhead such as purchased electricity and business travel across all three emissions scopes.
What important insights are shared in the report?
What are the implications?
Cedara’s report is a valuable addition to the growing collection of work connecting advancements in product-level GHG estimation with enterprise-level accounting. With a significant portion of programmatic ad platforms' total emissions falling under scope 3, particularly from ad delivery and network utilisation, the path forward involves concerted efforts in streamlining estimation methods and targeting the most impactful areas for reduction. Embracing upcoming standards will not only clarify the carbon footprint across the value chain but also enable ad tech platforms to effectively address their largest sources of emissions, thereby supporting voluntary reduction targets such as those set by the Science-Based Targets initiative. As the industry moves towards more precise GHG intensity assessments and harmonised modelling frameworks, collaboration and transparency will be key in minimising the environmental impact of digital advertising and achieving long-term sustainability goals.
Emissions estimation, carbon footprint across the value chain, and voluntary reduction targets are just a few of the core areas IAB Europe’s Sustainability Standards Committee focuses on. If you are interested in finding out more about any of these topics, the work of the committee, or how you can get involved, please contact Colombe at michaud@iabeurope.eu or me at beis@iabeurope.eu.
Committee participation is open to all members of IAB Europe and key resources produced by the committee can be explored in our Sustainability Hub here.
Retail Media is transforming the digital advertising ecosystem. With this transformation comes a shift in how brands align their media investment to their marketing objectives. In this blog, experts from our Retail Media Committee explore how budgets in retail media are shifting on the buy-side, what is driving brands to consider retail media as part of their holistic marketing efforts and the challenges that need to be overcome.
A big thank you to the following contributors for sharing their thoughts:
Esme Robinson, Director Platform Solutions, EU Enterprise Products at Epsilon
Jason Westcott, Chair of IAB Europe’s Retail Media Committee and Global Head of Commerce Solutions at GroupM
James Allison, Director of Market Development (Europe) at Advertima
Q. Retail Media has been an integral part of trade marketing budgets for some time. What is compelling brands to invest further, i.e. beyond trade marketing, in retail media?
Jason - "First, it is important to understand the following dynamics. A brand’s trade marketing focuses on influencing trade intermediaries (retailers, wholesalers) to promote and sell their products more effectively. Brand spend or Advertising & Promotion (A&P) targets the end consumer to generate demand. Digital retail media evolved from e-commerce site tenancy rooted in trade marketing, to addressable advertising more akin to A&P. So, the evolution to the behavioural targeting of individual consumers has naturally attracted A&P spend. The ability to attribute sales to this media is an upside to marketers and budget controllers seeking proof of ROI for their budgets. This is endemic to more modern retail media and has helped fuel industry growth."
James -"Jason's point about growth extending beyond trade marketing is key. The ability to measure media's impact on sales across the entire marketing funnel, thanks to the rich data now available, is driving this expansion. Retail media isn't just about influencing purchase decisions anymore. Brands can leverage connected online, offline, and in-store media channels to measure and optimise for upper funnel awareness as well. Standardising measurement and integrating retail media with broader digital advertising across all channels are crucial for continued growth."
Esme - "Brands are in a position they've never been in before: from the efficacy of targeting - being able to not just reach buyers of their brand, but accurately suppress those to reach net new prospects, to the way in which those campaigns can be attributed to real people, across a host of new and existing channels. Brands can meet shoppers where they are at more stages of their shopper journey than ever before. And the work that IAB Europe and others are doing to create standards gives brands confidence in the rigour and efficacy of retail media networks and their vendors."
Q. What should retailers be doing to attract brand budgets to their media offering?
Jason - "Brand marketers want addressability at scale, to be able to deliver the exact creative message they want within the brand-safe environments they have approved, plus delivery/impact measurement that aligns with their broader digital investment framework. A simple concept but challenging to deliver. With a one or two exceptions, on-site is less appealing to Brand, being mostly lower funnel. Off-site propositions that offer cross-channel flexibility for the buy side will be more attractive to brand marketers and agencies. Shiny new formats will always attract brand marketers’ attention, but if they do not align to the tenets above, they will lack longevity."
James - "Traditionally, retailers focus on proving sales results (ROI/ROAS) to brands, pitching their ad space primarily as a conversion tool (with the exception of certain activations). This caters to shopper and trade marketers seeking direct sales impact from media buys. However, retail environments are also prime spots for building brand awareness. Consider frequency, crucial for brand recognition: European grocery shoppers spend an average of 41 minutes per visit, providing a lot of exposure to in-store media and therefore driving brand recognition.
As mentioned earlier, consistent measurement and long-lasting, plannable formats (both digital and in-store) are vital. By showcasing the power of brand building alongside clear measurement standards, retailers can attract brand budgets."
Esme – "It is important that retailers understand how e brand budgets work, especially within agencies. Brands or Brand agencies expect consistent, transparent person-based performance reporting – in fact 75% of Brands rated ‘transparency on up-to-date campaign performance reports’ as the most important capability of a retail media network (Epsilon RMN Survey Report: The state of retail media in 2023) as well as wanting customer insights to complement measurement. To attract brand budgets, retailers need to demonstrate how these results and insights can inform media planning compared to just being the provider of an audience to buy."
Q. Can you give an example of some evolving use cases for retail media and brand budgets?
Jason - "Brand marketers can leverage digital retail media's audience targeting to achieve specific brand objectives. For instance, they can boost customer lifetime value by using retailers' customer profile data to offer brand-exclusive subscriptions via their owned domains. To regenerate demand from lapsed buyers, targeted video content is effective to help consumers reengage with the brand - optimising for video completions rather than immediate sales here is the best approach. Video can also be used to drive awareness among relevant audiences, leveraging shopper profiles based on real shopping behaviours, such as tech enthusiasts or pet lovers, especially during new product launches, offering reasonable scale with less wastage."
James - "Building on the concept of audience-based marketing, a powerful new use case is emerging: real-time, seller-defined in-store audience targeting. This reduces ad waste by allowing brands to deliver targeted messages directly to relevant shoppers at scale.
Imagine a drink brand with four flavours, each popular with distinct demographics. With audience AI, they could promote the entire range using mid-funnel tactics like mobile ads and digital out-of-home displays near stores to attract "all adults." Then, in-store, the technology personalises content for each SKU based on real-time shopper data. This hyper-relevance drives lower-funnel conversions by reaching the right person with the right message at the point of purchase. This strategic combination of mid-funnel awareness and targeted in-store promotion creates a powerful tool for brands."
Esme - "Beyond the channel and data points mentioned above, an evolution we’re seeing is that brand budgets aren’t just being spent with retailers they have an endemic relationship with. There’s a definite rise of non-endemic retail media, which is born from the expansion of the types of retailers and brands that are entering the retail media space. Non-endemic retail media gives brands from all verticals the opportunity to target hyper-relevant potential shoppers and opens up a new revenue stream for retailers, which they can then funnel back into their overall marketing budgets."
Q. Can you share two top best practices for brands?
Jason - "Retail media client strategies I have designed consistently emphasise the advertiser's business objectives throughout. Successful approaches weight performance across a retailer's media offerings, aiming for genuine business impact rather than chasing superficial sales metrics. Key practices include valuing targets appropriately, such as being prepared to flip competitor’s customers even at a negative campaign ROAS, and maintaining clear campaign segmentation with a single KPI per objective to avoid conflating multiple goals across line items. This ensures campaigns remain focused and effective in driving growth and achieving genuine business outcomes."
Esme – "Brands should embrace a strategic channel mix to maximise opportunities to connect with shoppers – but always maintain overarching strategy and goal to prevent disparate conversations or unnecessary duplication. Brands will need to know exactly what they want to achieve (trusting their convictions) and will ideally be able to tie back messaging from any channel to a real outcome from a real person. This relies on good identity resolution and people-based targeting and attribution – with this assessment of capabilities being a necessary best practice for brands when considering where to spend budgets."
Q. How do agencies and advertisers view retail media now versus 5 years ago?
Jason - "Five years ago, digital retail media operated independently from core digital channels, often in isolation with limited alignment and accountability. Today, there is a shift towards integrating retail media into core media frameworks and processes across marketing organisations. More retailers have become media owners or expanded their offerings, often through technology provider integrations and new media partnerships (i.e. CTV via established broadcasters). It is overstated, but the growth acceleration of e-commerce through the pandemic was a boon for retail media. As Europe and Central Asia’s fastest growing channel (+15%) with 6.9% channel share (according to GroupM), it is firmly in the industry spotlight and will be exposed to growing pressure for greater digital channel conformity as it continues to scale."
Esme – "the most significant change has been the knowledge and experience within Retail Media Networks, Brands, Vendors and Agencies. The expectations from brands have (rightly so) grown significantly with more demands for meaningful performance, transparent reporting, more channels and greater expertise and support from Retail Media Networks. The industry is rapidly increasing its ability to meet those demands but with such a vast array of approaches, technologies, and partners to choose from, there are still key challenges that need to be addressed to ensure those brand demands are met and not obscured with the latest shiny development."
This week marks the launch of a brand new series - ‘Programmatic Perspectives’.
Brought to you by the members of IAB Europe’s Programmatic Trading Committee, we will share regular blog posts and podcasts that delve into all things programmatic in the digital advertising ecosystem.
From exploring agency models and audio trends to the post third-party cookie era, AI, and more each of our guests will offer their unique and personal perspectives on the industry’s hottest programmatic topics.
Explore Our Latest Blog Posts
Check Out Our Podcast
Our new Programmatic Perspectives Podcast lets you get the insights you need on the go.
Each episode is hosted by Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify, who is the Chair of IAB Europe’s Programmatic Trading Committee. Wayne speaks to committee members on an array of programmatic subjects so you can get a first-hand perspective into the topics shaping the people and products of programmatic advertising.
The first episode is out now!
In our flagship episode, Wayne is joined by Rob Georgeson, Head of Programmatic, Performics at Zenith, UK to explore the role of an agency in 2024. Wayne and Rob discuss agency talent, the integrated client model, and what brands want over the next 12 months. They also debate what solutions will win in the post third-party cookie era, with advice to brands on what they need to do to prepare. It’s a must-listen and a great way to kick off this new series.
Listen to our first episode here.
So whether you are a programmatic pro or just curious to learn more about the wonderful world of programmatic, Programmatic Perspectives is for you.
Keep your eyes peeled for more content coming soon!
Please note: Programmatic Perspectives is just that - views from our members, not IAB Europe. We are championing different perspectives from across Europe.
2nd May 2024, Brussels, Belgium - IAB Europe is thrilled to announce that today Europe’s biggest digital advertising awards are back. The MIXX Awards Europe calls upon the finest talent and dedicated teams to submit their outstanding campaigns for consideration in the 2024 awards.
With a range of categories available, including audio, CTV, social media, retail media, and sustainability, there are plenty of opportunities to showcase the breadth of your work from across the last year to our esteemed panel of industry judges. With hundreds of entries anticipated from all corners of Europe, participating in the awards will also offer more than just recognition, it provides a platform for your work to be seen and celebrated by the industry throughout 2024 and beyond.
The early bird deadline for the awards is open until Monday 20th May with the final deadline set for Friday 7th June. The 2024 winners will be announced at a virtual awards ceremony on Thursday 18th July. Hosted by IAB Europe, the ceremony will be live-streamed to ensure that anyone from across Europe can participate. Winners will also be invited to participate in a series of IAB Europe webinars and podcasts on 2024 creativity in digital advertising. Promoted across IAB Europe’s network of National IABs and corporate members, it will be a great opportunity to promote and celebrate the very best of our industry by doing a deep dive analysis into the strategy, creativity, and results of the 2024 winners.
Why Enter the MIXX Awards Europe 2024?
Winners of the awards are renowned in the industry for having delivered some of the most impactful and innovative work that Europe has ever seen. Here’s why you should enter:
Enter Now For Early Bird Discounts
Enter before the early bird deadline on Monday 20th May, to make the most of the discounted entry fee! You can find the entry notes here and FAQs here to help you make sure your entry is on track. We also recommend entering your work into multiple categories to get maximum visibility for your project or campaign.
Submit your entries here for MIXX Awards Europe.
The final deadline for all entries is Friday 7th June.
Study shows strong adoption with 91% of respondents already using or experimenting with Gen AI
Brussels, Belgium, 30th April 2024 - Today, IAB Europe, in collaboration with Microsoft Advertising, released their first research study on Generative Artificial Intelligence (Gen AI) in digital advertising. This research provides valuable insights into the rapid adoption, diverse applications, and pressing educational needs surrounding Gen AI.
This survey leveraged IAB Europe’s network of national IABs and corporate members across Europe and received 146 respondents, with nearly 50% of respondents having over 10 years of experience working in the digital advertising industry across a variety of departments and markets in Europe.
Generative AI (Gen AI) is set to revolutionise digital advertising by automating tasks, personalising content, and driving data-driven decisions. The study shows strong adoption with 91% of respondents already using or experimenting with Gen AI. 41% of respondents said that they have a specific budget assigned to experiments with and using Gen AI, whilst half are fostering AI talent within the team (e.g. upskilling current teams and hiring new talent). Additionally, almost one-third said that their company is providing dedicated days and time for team members to learn about AI.
Beyond operational streamlining, professionals are increasingly leveraging Generative AI for content creation and creative endeavours. More than two-thirds said they were using Gen AI within their business to develop content followed by half of respondents using it to develop creatives.
The study also highlights a clear demand for enhanced education within the industry, with 89% of respondents calling for more training initiatives. Additionally, it emphasises the importance of transparency and trust, as stakeholders navigate the integration of AI technologies into their workflows.
Commenting on the study, Marie-Clare Puffett, Insights & Industry Development Director of IAB Europe said “As the digital advertising landscape evolves, embracing Gen AI is essential for staying ahead of the curve. By addressing the educational gaps and fostering transparency, stakeholders can harness the full potential of this innovative technology. This month, IAB Europe launched a new Gen AI Working Group which aims to foster a collaborative and informed community, and empower stakeholders across the digital advertising ecosystem with the knowledge, resources, and support necessary to navigate the evolving landscape.”
Mascha Driessen, Microsoft Advertising's Europe Regional Vice President, added "This research demonstrates that adoption is rising, and it's exciting to see the impact that generative AI is already having on creativity, productivity, and performance. At Microsoft Advertising, we believe that these innovations will help everyone, everywhere, across the advertising ecosystem to achieve more than we ever imagined. However, it will take a focus on learning, experimentation, and partnership to tap into the transformative power of generative AI."
For more information and to access the full report, visit the IAB Europe website here.
Brussels, Belgium, 25th April 2024 - Today, IAB Europe has published the final version of the Retail Media Measurement Standards for Europe to provide media buyers with a framework for consistent metrics to compare their retail media investment. The Standards have been finalised following a public comment period between February and March 2024, where a wide range of industry stakeholders from across Europe provided feedback and insights to shape the final version.
Jessica Wegner, Vice President New Business & Retail Media at DOUGLAS Marketing Solutions commented on the importance of these standards: “In the advancing landscape of digital advertising, Retail Media emerges as a crucial media solution, yet its potential was hindered by challenges such as the lack of standardisation. According to IAB Europe research, only half of buyers currently recognise the efficiencies of Retail Media and seek consistent measurement and standards. To unleash the full power of Retail Media, addressing this critical gap through standardised measurement methods is paramount. Moving beyond traditional KPIs like ROAS or CPC, the focus on standardisation, particularly in media and attribution measurement, holds the key to unlocking its true efficiency.”
The Retail Media Measurement Standards were developed following consultations with retailers, media buyers (brands and agencies) and cover the following areas:
The full standards can be viewed here alongside the FAQ document here.
Commenting on the need to equip retail media stakeholders with standards to help drive investment and market sophistication, Jason Wescott, Chair of IAB Europe’s Retail Media Committee, and Global Head of Commerce Solutions at GroupM said: “IAB Europe’s Q3 2023 Retail Media Standards Survey revealed a significant hurdle to investment: over two-thirds of respondents cited the absence of standards. In response, we convened fifteen top regional retail media firms in January 2024 to pioneer IAB Europe’s inaugural Digital Retail Media Standards. This initiative addresses the intricate landscape of onsite, offsite, and digital in-store media, alongside e-commerce and omnichannel commerce metrics. With diverse offerings from numerous retail media owners, achieving unity is paramount. The Retail Media Standards project is a cornerstone of our 2024 agenda, and this launching version marks a substantial stride toward harmonising and streamlining the region's industry for advertisers.”
Commenting on IAB Europe’s drive to support retail media across Europe, Townsend Feehan, CEO of IAB Europe said “With the publication of the first set of European Retail Media Measurement Standards, we affirm our dedication and commitment to providing industry stakeholders with a robust framework that ensures consistency across the ecosystem and enables Retail Media to thrive. These standards not only establish much-needed uniform metrics but also foster transparency, making room for greater innovation and investment in this space. I am excited to see how this pivotal step allows us to collectively drive Retail Media forward over the next 12 months and beyond.”
To access more information, industry education, and intelligence about Retail Media in Europe, please visit IAB Europe’s dedicated retail media hub on its website here.
