On 25th and 26th May 2022, IAB Europe hosted its flagship annual event in Madrid!
We finally got the chance to bring leaders from across the digital advertising and marketing ecosystem together! Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Driving the Next Decade’.
Check out the full highlights video here.
On day one, we focused our attention on the trending topics of today. We tackled a whole host of industry issues, opportunities, challenges and aspirations. If you missed it, not to worry, here you can find an overview of each session, along with some video highlights.
European Digital Ad Spend - All the Latest AdEx Benchmark Study Insights
We started, as we always do, with a keynote presentation from IAB Europe’s Chief Economist, Daniel Knapp around the latest AdEx Benchmark Study results.
IAB Europe’s AdEx Benchmark report is the definitive guide to the state of the European digital advertising market. Daniel Knapp unpacked the channels and formats that contributed to the digital advertising market value in 2021. Daniel was then joined by Charlotte Bricard, Editorial Director, and Lisa Humphreys, COO, GroupM for an in-depth fireside chat on the results.
The Workday Consumer Has Logged in with Asha Dinesh, Senior Consultant at Forrester EMEA Consulting Group
Next up, Asha Dinesh, Senior Consultant at Forrester EMEA Consulting Group took to the stage to deliver her keynote presentation.
In the anywhere-work world, the boundaries between employees’ work and personal lives have blurred, with many people switching between employee mode and consumer mode during work hours. This collision of work and personal life has led to the rise of the Workday Consumer, and brands have an opportunity to capitalise on this. They must update their persona-design assumptions and rethink their online targeting strategies to attract, convert, and retain the Workday Consumer and other emerging personas. Asha’s talked about this and other key findings from a global study conducted by Forrester Consulting on behalf of Microsoft Advertising.
Understanding the Attention Economy: The Next Chapter
Data is not the only new currency in the evolving digital ecosystem - attention appears just as critical. Our first panel discussion of the day, moderated by Ryan Martin, Global Business Marketing - Program Manager at Tik Tok, discussed consumer trends, their impact on the industry as well as new metrics and best practices that are reshaping the next chapter of advertising and marketing.
The panel featured:
Keynote Presentation with Thomas Servatius, Co-CEO, MD Platform & Technology, Smartclip - AdTech Built for Europe’s Largest Broadcaster Group
After a quick lunch break, Thomas Servatius joined us to deliver his keynote presentation.
RTL Group has decided to pursue it’s own, fully controlled adtech approach. Thomas explained the rationale for this decision and gave an overview of the current key initiatives.
Connected TV (CTV) Deep Dive: Today, Tomorrow and Beyond.
Now, onto CTV! Moderated by Vincent Flood, Editor-In-Chief, VideoWeek, a fantastic panel of experts treated us to a CTV Deep Dive.
In this session, panellists explored the emerging and exciting digital advertising channel that is CTV. With such a fragmented CTV landscape across Europe, this is a must-attend event to truly understand the opportunities and challenges of the ecosystem today and to learn what the future holds and how to make the most of this channel.
The panel featured:
The Evolving Retail Media Opportunity in Europe and How to Tap into it
The afternoon continued with some Retail Media Introductory comments from Daniel Knapp, Chief Economist at IAB Europe, which was closely followed by a panel discussion around The Evolving Retail Media Opportunity in Europe and How to Tap into it.
Retail Media is seeing rapid growth across Europe and impacting the entire digital advertising ecosystem. How can this opportunity be taken advantage of? How will this drastic shift affect digital marketing strategies of the future? Our panel unpacked the answers.
This panel was moderated by Charlotte Bricard, Editorial Director and Interact Host, who was joined by:
Keynote Presentation - The Metaverse: Building for the Future with Carrie Timms, Director, Global Business Marketing EMEA at Meta
What is the metaverse? What marketing opportunities does the metaverse offer today and tomorrow? In our penultimate presentation, Carrie Timms explored how the metaverse will help brands tell more immersive stories, create more meaningful connections with people, and drive business results. She shared Meta's latest thinking on the next major technological shift, and what it means for you.
Keynote Presentation with Anastasiya Baydachenko, CEO, IAB Ukraine - The New Role of Industry Associations During Crisis
And finally, we had our closing keynote from Anastasiya Baydachenko, CEO, IAB Ukraine - The New Role of Industry Associations During Crisis. This incredible keynote can be watched here.
For those would like to help, IAB Europe has created a document, intended to help IAB Europe members, including European IABs, and the members of European IABs, to identify actions they can take to support our colleagues in Ukraine and the people of Ukraine. Find the document here.
Thanks so much to everyone who joined us and thank you to all of the amazing speakers who came together from across Europe and beyond to share their insights and expertise. With over 275 people joining over the two days, we are delighted to call it a great success.
We hope you will be able to join us next year! Stay tuned for the reveal of the next location and get ready to pop the date in your diary as we prepare for Interact 2023.