This week’s member guest blog post is from Ilhan Demir, Academy Manager at IAB Turkey, who discusses his experiences of day one of our very own Flagship event Interact in Madrid. He shared his key highlights and takeaways of the event. Read below to learn more.
IAB Europe’s Annual Flagship Event Interact was held between 23rd - 24th May 2023 in Madrid for the second time, with the theme of ‘Innovation, Sustainability & Growth’.
Here are my notes about the event, I hope you enjoy reading!
AdEx Benchmark 2022 Report “Under the Shadow of Inflation”:
AdEx Benchmark Report, which is Interact’s most anticipated session and the opening keynote every year, was announced again this year by IAB Europe’s Chief Economist Daniel Knapp. Although Türkiye has been facing high inflation for a while, the inflation problem was also highlighted on the agenda of other European countries.
According to the report, European Digital Advertising Investments reached 86 billion Euros in 2022 with a growth of 9.8%. Among 29 countries, Türkiye has the highest growth of 93.3%. When we look at the data adjusted for HCPI, Türkiye is still number one in growth ranking and has the highest growth rate (CAGR) for 3 years at 41.5%.
At last year's conference, the growth forecast for 2022 was announced as 10.1%. According to Daniel Knapp's forecast, total Digital advertising investments are expected to be 90.1 billion Euros, with a growth of 4.8% for 2023.
You can find the report highights here.
P&G Europe’s Brand Senior Vice-President, Taide Guajardo emphasised the concept of “accessible advertising” in her presentation “Resetting the Bar on Brand Communication”. Guajardo shared one of the most mind opening presentations of the conference, which touched on the changing ad formats, target audience breakdowns, ad technologies, ad creatives and many concepts from the past to the present.
Retail Media 101
Carrefour Links General Manager Alexis Marcombe addressed Retail Media from A to Z in his presentation bringing all attendees to the same point on Retail Media - one of the hottest topics of recent years. According to Marcombe; Retail Media is seen as the third wave of digital advertising after Search and Social.
Marcombe lists the top motivations of advertisers to invest in retail media as follows:
Alexandra Ong, Business Development Director at Magnite's Streaming TV's New Era: How Ads Are Powering Streaming's Future in the EU5 highlights included:
In my opinion, the most "remarkable" session of the event, both in terms of its content and the speakers’ contribution was ‘The Power of Attention’. The concept of Viewability and the Attention Economy was discussed in a joint presentation by Peter Maxwell, Global Media Lead from The Heineken Company and Phil Sumner, VP Global Research operations from Teads. Highlights from the session are as follows:
Trust & Transparency: The Future of Responsible Marketing
Trust and Transparency was addressed by Michael Todd, Global Director of Google Industry Relations. According to Todd;
The Locomotive of the European Economy: Advertising Industry
In the closing panel of the first day, the contribution of the Digital Advertising industry to the European economy was discussed. Highlights from the session are as follows:
And the Prizes…
This year’s MIXX Awards Europe winners were announced on the evening of the first day. Turkish agencies and advertiser teams won 5 awards in total. You can find the full list of awards here.
Right after the keynote speakers’ presentations, highlights and outcomes were discussed in the panels organised with the participation of people with various expertises. And there is no doubt that Circulo de Bellas Artés, the venue of Interact, was a great choice regarding the location and the fascinating ambiance. Thanks again to the IAB Europe and IAB Spain teams for the organisation!