Ryan Martin was elected as the Chair of the Brand Advertising Committee on 17th February at the first quarterly meeting of 2021. Replacing Clementina Piazza (Automation Lead, Spotify), Ryan was elected to lead the committee’s work to drive brand investment into digital by providing Brand Advertisers with a reliable and trusted Brand Advertising Framework for converging digital and traditional media environment. The Framework is composed of a set of initiatives designed to be compatible with global programmes.
Commenting on his newly appointed role and vision for the committee, Ryan said “Having worked in media since graduating, I believe we are entering a really exciting and pivotal moment for the digital advertising and marketing industry. This means that our role, as the IAB Europe Brand Advertising Committee members, will become more important than ever before. In my role at TikTok, we are all about learning and developing our practices to build our credibility and relationships. Not just with consumers and advertisers but the ecosystem too. We want to understand how we can develop brand advertising for the better. We don’t want to do things just because it’s how they've always been done, we want to help make them better and we can only do that with the support of the ecosystem. As a committee, I believe we can collaborate to drive the industry forward.”
The Brand Advertising Committee is a multi-stakeholder group, which aims to provide valuable education and guidance to the wider community.
About Ryan Martin, Global Business Marketing - Program Manager, TikTok
Ryan joined the industry on the agency side as a press planner and buyer and fell in love with the traditional way of working, with big media brands and titles and essentially delivering reach for brands. As the industry developed his path took him into more and more digital roles. He’s always felt his best work included multiple players from across the media landscape, working in harmony to deliver results for clients.
He joined TikTok two years ago and has helped build it into the business it is today. To work at a business with creativity at the heart makes coming to work every day for him is a joy and to showcase unparalleled opportunities to brands is a pleasure. TikTok is a platform where businesses can feel safe and confident with their brand and he has worked on multiple initiatives to prove this, such as its recent IAB UK Gold Standard 2.0 accreditation. As a leader in product, partnerships, and creative innovation he’s excited about the impact he and TikTok can have on the IAB Brand Advertising Committee.