On 29th April, IAB Europe hosted its first Virtual CTV Event of 2021.
The event was created to further explore CTV as a key, emerging digital advertising channel, and with over 480 attendees was a huge success.
Featuring a series of panel discussions and market deep dives from IAB Europe and IAB Europe member companies, the event dived into market developments and differences across Europe, explored the programmatic opportunity for CTV, and looked at user consent and privacy within CTV campaigns.
A big thank you to our partner OneTrust for helping to make this event possible.
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.
Opening Keynote: CTV Advertising in Europe: How is the Market Shaping Up Post-Pandemic? Daniel Knapp, Chief Economist, IAB Europe
“Connected-TV (CTV) will benefit from a privacy-first advertising world”
The first session of the event gave an overview of the potential available for CTV advertising in Europe. It looked at recent research undertaken by the industry to better understand adoption, consumer habits, and future trends of this emerging channel.
Panel 1: CTV Definitions, Developments and Differences Across Europe
The first panel session of the event discussed the latest developments helping to shape the CTV landscape. The panel outlined the differences between OTT and CTV and shared insights on buying habits and trends across the different European markets.
It also explored what needs to happen to pull together a very fragmented landscape and to increase scale.
Louise Dixon, Strategic Partner Lead, Google moderated the panel and was joined by:
Panel 2: The Programmatic Opportunity for CTV
Following the recent release of IAB Europe’s Guide to the Programmatic CTV Opportunity in Europe, the second panel session of the event dived into this topic in detail. Taking a European level focus, the panel discussed the CTV programmatic supply chain and the programmatic options that are currently available to advertisers.
Sharing best practices on how to plan and operate a CTV campaign programmatically, the panel discussed targeting, brand safety, and ad fraud.
Jaden Grant, EMEA Client Services, IPONWEB moderated the panel and was joined by:
We ran an audience poll during the panel to ask what the biggest barrier to enabling programmatic CTV advertising to scale in Europe is. The majority of the audience felt measurement was the biggest restriction to success (50%). Whilst almost 40% felt market adoption was the biggest barrier. Ad fraud and viewability were next on the list at 4% each with brand safety also proving to be a cause for concern at 3%.
Panel 3: Measurement & Return-On-Investment (ROI)
The third panel session of the event unpacked some of the challenges and solutions to CTV measurement and ROI. It explored how success can be measured for a CTV campaign and looked at what KPIs exist and what the typical ROI is.
This panel also shared best practices and their ideas on how the industry can move forward to better measure campaign success in this channel.
Paul Goode, SVP Strategic Partnerships at Comscore moderated this panel and was joined by:
Panel 4: User Consent & Privacy
The final panel of the day turned to our privacy experts who discussed how user consent is collected for CTV campaigns and if the practice is universal. They also discussed user consent and privacy best practices with a focus on targeting approaches and data management.
Ninon Vagner, Pricacy and Compliance Manager, IAB Europe moderated the panel and was joined by: