22 September 2023 - Brussels, Belgium – This week, at DMEXCO, Cologne, IAB Europe, the European level association for the digital marketing and advertising ecosystem, hosted a meeting for its Board of Directors to designate a new Chair, Vice Chair, and other Officers.
Thomas Duhr, Member of the Board of the Bundesverband Digitale Wirtschaft (BVDW), was elected Chair, with Bethan Crockett, Legal Counsel at GroupM, taking Vice Chair. Jon Mew, CEO of IAB UK, was appointed Treasurer. Thomas Mendrina, Senior Director Partner Sales CEEMEA at Microsoft, Pierre Devoize, Deputy CEO of IAB France, Reyes Justribo, CEO of IAB Spain, and Marianne Bugge-Zederkof, Deputy CEO of Danske Medier, complete the new Executive Committee.
Reflecting on the timing of his appointment, Thomas Duhr noted that the new Board’s mandate coincides with the final months of the current European Commission and first year of the incoming one. “The digital advertising and marketing industry in Europe is entering a vital period. The importance of our industry for the European markets and society is steadily increasing. With this growth comes an ever-increasing responsibility”, said Duhr. “The role of IAB Europe, European national associations and corporate members is to build bridges between policy makers, civil society, science and our industry. It is about nothing less than securing and strengthening Europe‘s competitiveness in times of disruptive technological change. This is the only way to shape a successful future for generations to come.”
Townsend Feehan, IAB Europe CEO, welcomed the new Executive Committee as a diverse group whose breadth of experience would provide strong leadership for the organisation. “It is hard to imagine a more interesting time for a trade association than the present, as governments in Europe and beyond seek new ways to engage with industry to understand the world around them and the implications for their citizens, and make policy choices; IAB Europe is lucky to have a Board and Executive Committee that combine the vision, energy, and sense of responsibility that this one does to lead that engagement.”
Visit IAB Europe’s website for more information on the full board of Directors.
Brussels, Belgium - 7 September 2023:
IAB Europe confirms today that, following IAB Europe’s appeal against the Belgian’s Data Protection Authority (APD) decision to validate its action plan, the Belgian Market Court has rendered an interim ruling and suspended its assessment of the validation decision pending responses from the Court of Justice of the European Union (CJEU).
The APD had unexpectedly decided to validate IAB Europe’s action plan in January 2023 in line with their February 2022 decision, despite the Market Court’s interim judgement of September 2022 which referred questions to the CJEU for a preliminary ruling and held that the APD was in breach of its duty of care.
To prevent the APD from pre-empting the referral to the CJEU and ensure that future iterations of the TCF are sustainable and aligned with EU-level interpretations of the GDPR, IAB Europe had filed a second appeal, this time against the APD’s decision to validate IAB Europe’s action plan.
The Market Court’s judgement shows that this validation (and enforcement) decision of the APD was taken too soon, as the Market Court explicitly indicated that the answers that will be provided by the CJEU will have a bearing on the legality of the APD decision to validate the action plan.
This judgement will therefore allow a serene completion of the remaining legal proceedings, and removes the risk of introducing changes to the TCF that may ultimately be found inappropriate by the CJEU and rolled back.
"This decision is a reassuring confirmation that while TCF evolutions can go ahead, like the recent TCF v2.2 changes," said Townsend Feehan, CEO of IAB Europe, "now is not the time to force any modifications that might be significantly affected by the Court of Justice proceedings". In particular, measures in the action plan that directly stemmed from the APD's finding that the TC String constitutes personal data and that IAB Europe should be viewed as a (joint) controller from a data protection perspective are thus set aside for now. "Ultimately, it is up to the Court of Justice to provide guidance on these issues, and the Market Court decision serves as a reminder of this point", added Ms Feehan.
An updated FAQ regarding the APD decision can be found on IAB Europe’s website, here.
Press contact:
Helen Mussard, CMO, IAB Europe - mussard@iabeurope.eu – +44 (0) 7399 919594
About IAB Europe:
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business partners that take account of changing user expectations and enable digital brand advertising to scale in Europe.
Majority of Retail Media Buyers and Sellers Want Standards in Media and Attribution Measurement
6th September, 2023 - Brussels, Belgium, IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released the first pan-European definitions for Retail Media in a new comprehensive 101 Guide to Retail Media. This groundbreaking initiative created by IAB Europe’s Retail Media Working Group provides a comprehensive overview of what Retail Media is, including a breakdown of on-site, off-site and in-store definitions, and essential guidance to the buying and selling of Retail Media in Europe. The Guide serves as a valuable resource for all industry stakeholders, offering an introduction to Retail Media and its growing significance in the European Market.
Defining Retail Media for Europe
Retail Media has emerged as a powerful digital advertising tool in recent years, but as with any emerging technology or solution it is vital to first understand and define what we mean by Retail Media and to dispel any misconceptions or confusion surrounding the different aspects of it. To overcome this challenge IAB Europe’s Retail Media Working Group has created the first pan-European definitions of Retail Media in a digital advertising sphere. Working collaboratively with National IABs across Europe and drilling down into digital on-site, digital off-site and digital in-store, these definitions help provide a clear understanding of the Retail Media, and educate industry stakeholders on how to leverage it effectively.
Guide to Retail Media in Europe
To help support the definitions of Retail Media, the working group has also created a 101 Guide, designed to empower buyers and sellers to make informed decisions and achieve their advertising objectives through Retail Media. This introductory guide covers all the must-know aspects of Retail Media, including insights into how campaigns can be purchased, reasons why retail media is essential for brands, and an overview of available measurement and targeting options.
Commenting on the publication of the 101 Guide, Jason Wescott, Global Practice Lead, Commerce at GroupM Nexus said “The success of early adopters in digital retail media has driven more retailers to throw their hats in the ring. More digital retail media owners means buying becomes more complex, confusing, and highly specialised, as each retailer has their own definitions, campaign metrics and attribution windows. For advertisers, this makes it hard to compare across digital retail media platforms vis-à-vis planning budgets, strategies, and campaign activations. The IAB Europe Retail Media 101 Guide will empower the industry with key knowledge on what digital Retail Media is, how it can be bought and why it should matter to brands. Equip yourself with exactly what good looks like, so you can approach the exciting world of digital retail media, with confidence.”
Creating Standards for a Thriving Retail Media Market
A recent IAB Europe survey of over 100 Retail Media buyers and sellers found that over two thirds of buyers (70%) think the lack of standards for Retail Media is a barrier to investment. When asked about which standards are most important, the majority of buyers (90%) and sellers (84%) cited media and attribution measurement.
Commenting on the work IAB Europe is doing to advance education and standardisation in Retail Media, Townsend Feehan, CEO of IAB Europe said: "IAB Europe forecasts that ad spend on Retail Media will reach EUR 25 billion by 2026, exceeding traditional linear TV advertising. In order to fully realise this opportunity, we need to bridge the "knowledge gap" surrounding Retail Media. Our newly released pan-European definitions and the comprehensive 101 Guide will help industry stakeholders start to navigate this dynamic landscape. The clear call for standards that came through in our recent survey is driving our next move, with a dedicated new Retailer Council leading the work.”
The full guide is now available for download on the IAB Europe website here.
27th July 2023, Brussels, Belgium, IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released its ‘Guide to Improving Sustainable Business Decision-Making’. This initial guide has been created to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.
Terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction recently, making it increasingly important for businesses to understand the validity of such labels.
With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.
The ‘Guide to Improving Sustainable Business Decision-Making’ was written by members of IAB Europe’s Sustainability Standards Committee including, Alliance Digitale, BVDW, EssenceMediacom, IMPACT+, Microsoft Advertising, ProsiebenSat.1, and Scope3. It offers valuable insights and practical tips to help organisations make informed choices when looking to achieve sustainability in the digital advertising industry. The guide will be further supported by the development of more in-depth business reports and playbooks and sustainability scorecards that will enable market participants to consider ESG factors as well as economic benefits.
Key areas covered in the guide include tips and guidance on environmental considerations, European legislation and guidelines, anti-greenwashing principles, social considerations, and the economic benefits of sustainable decision-making.
"By launching the Guide to Improving Sustainable Business Decision-Making, we aim to support businesses in the digital advertising industry in taking crucial first steps to navigate the complex realm of sustainability," said Townsend Feehan, CEO at IAB Europe. "We believe that informed decision-making can help lead to a brighter and more sustainable future for our industry. As we look and move ahead, we eagerly anticipate enriching this initial initiative with further in-depth guidance, to empower businesses to approach sustainable strategies with greater confidence."
The full guide is now available for download on the IAB Europe website here.
Notes to Editors:
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.
About IAB Europe’s Sustainability Standards Committee
IAB Europe’s Sustainability Standards Committee was formed in October 2022 with the primary focus of bringing the industry together to create standards for the delivery of digital advertising and to help all industry participants to reduce the amount of energy consumed and carbon emissions produced through the use of digital media.
Two-thirds of European marketers rank audio’s ability to enhance wider media plans as the top driver for investment according to joint research from GroupM and IAB Europe
Media buyers plan to invest more in audio in the next 12 months
25 July 2023, LONDON, UK — GroupM, WPP’s media investment group, today announced the findings of its Europe Digital Audio Advertising Report 2023 produced by GroupM Nexus, GroupM’s industry-leading performance marketing organisation, in partnership with IAB Europe. The report explores:
The report found two-thirds (66%) of buyers plan to invest more in audio in the next 12 months. The report is based on a survey, conducted by GroupM Nexus, that leveraged the national IAB network in Europe to survey 549 advertisers, agencies, and publishers across 29 markets between May and June 2023.
Almost half (47%) of the advertisers and agencies surveyed state that audio advertising is either their top or among their top media choices. Buyers’ three main drivers for audio ad spend include the channel’s ability to enhance wider media plans (65%), raise brand awareness (55%), and reach specific audiences (48%). Investment is also diversifying across a rich variety of audio channels and ad formats, with the majority of buyers surveyed directing their spend toward streaming (59%), podcast (59%), or online radio (57%).
Marketers are optimistic about digital audio
According to the survey, two-thirds (66%) of buyers plan to invest more in digital audio advertising specifically in the next 12 months with almost one-quarter (24%) expecting to increase spend between 11% and 30%. These forecasts indicate high levels of confidence in digital audio as a channel that can make an impact with target audiences.
Daniel Knapp, Chief Economist at IAB Europe commented: “From 2018 to 2022, digital audio has outpaced all other advertising channels in Europe in terms of compound annual growth rate**. The pandemic served as a cyclical catalyst for digital audio, particularly podcasts, due to a rise in consumption. However, structural enhancements like improved measurement, simplified buying and automation continue to advance the market. The advertising industry's emphasis on attention in a screen saturated media environment, quality of reach and brand safety positions digital audio as a promising investment channel for advertisers and a potent platform for publishers to exploit context. We project the European digital audio market, which stood at €772 million in ad spend in 2022, to surpass the €1 billion mark by 2025.” *
Marketers surveyed ranked incremental reach (46%), innovative activation such as dynamic creative ads optimisation (DCO) (43%), and targeting efficiencies (42%) as the top three drivers for digital audio spend. These will play a significant role in attracting further investment over the next 18-24 months, with 76% of advertisers and agencies intending to increase their audio ad spend in this time period. Advertisers and agencies ranked smart speaker interactive ads to be the biggest opportunity for increasing digital audio budgets in the future, followed by dynamic audio ads. Cross-channel insights and activation technology, alongside advanced contextual targeting, also rank as significant opportunities to unlock digital audio growth. Capabilities that allow buyers to capture audience attention, drive consumer action, and execute informed cross-channel campaigns are critical for securing greater ad spend.
Audio ads reach audiences on the go through personal devices
Seven in 10 marketers surveyed expect to connect with their audiences via audio ads on mobile, followed by desktops and laptops (48%) and tablets (44%).
The prevalence of mobile as a key audio device implies that digital audio offers marketers a valuable opportunity to engage audiences throughout the day. Survey respondents also believe they connect with audiences via Connected TV, game consoles, and stand alone radio devices, demonstrating the pervasiveness of audio.
Harry Harcus, GroupM Nexus EMEA commented: “Audio is a channel buzzing with opportunity as buyers and publishers expect notable growth in the near future. As a medium that reaches highly engaged audiences at moments when its more visual counterparts cannot, audio is capable of complementing buyers’ wider plans and publishers’ media offerings. Advancing the technologies that enable audio advertising can unlock cross-channel optimisation and performance for buyers, in turn making audio inventory even more attractive and driving revenue for publishers.”
For further insights into current audio investment, as well as key drivers and challenges for advertisers, agencies, and publishers, the full 2023 report is available here.
ENDS
About GroupM and GroupM Nexus
GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and mSix&Partners, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at www.groupm.com.
GroupM Nexus is the industry’s largest community of performance marketing experts designed to drive performance and innovation at scale for GroupM’s agencies and clients. With the most platform accreditations in the industry combined with proprietary technology, media and solutions, a culture of continuous innovation and scaled partnerships, GroupM Nexus consistently sets new benchmarks for effectiveness and efficiency across all forms of media to drive growth for the world’s leading advertisers.
ABOUT IAB EUROPE
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry and enable cross-ecosystem collaboration among its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.
* IAB Europe’s AdEx Benchmark study currently measures ad spend for display, audio, social, video. Retail Media is not currently a part of the study.
Report details all factors contributing to 9.8% annual growth
Digital Audio fuels strongest format growth increasing by 22.1%
Brussels, Belgium, 13th July 2023 - IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released its full 2022 AdEx Benchmark Report following the release of the study highlights in May. Now in its seventeenth year, the report is the definitive guide to advertising expenditure in Europe covering 29 markets. It details the formats and channels that contributed to digital advertising’s annual growth of 9.8 percent in 2022, culminating in a total market value of €86bn.
Commenting on the positive market growth in 2022, Townsend Feehan, CEO at IAB Europe said, “Despite facing unprecedented macroeconomic and geopolitical challenges, such as the war in Ukraine and rising inflation, the digital advertising market demonstrated exceptional resilience, with an increase of €7.7 billion from 2021.”
Market Coverage Expansion
In 2022, the geographical coverage of the AdEx Benchmark study underwent key changes, with Belarus and Russia being excluded and Estonia, Latvia, and Lithuania added as new markets. This expansion allows for a more comprehensive overview, encompassing a wider range of markets in the report.
Video and Audio Record Strongest Growth
The findings highlight audio as the fastest-growing format, experiencing a remarkable increase of 22.1% to reach €0.7 billion. Video also witnessed substantial growth, with a 13.6% increase, valuing the format's investment at €18.3 billion.
Programmatic Commands Over 57% of Display
Programmatic, excluding social, continues to account for more than half of display ad spend, with video accounting for 52.8% of the share of programmatic spend. However, huge differences in the maturity of programmatic across markets mean there is significant headroom for growth. Key markets, including France, Germany Italy, and Sweden, remain low in programmatic share in comparison to the UK.
Dr. Daniel Knapp, Chief Economist at IAB Europe, who compiled and presented the study commented, “Growth of digital advertising in Europe slowed to +9.8% in 2022. This can be attributed, in part, to a natural correction following a robust recovery in 2021 after the pandemic, which witnessed the most substantial market expansion in more than ten years (+33.8%). Additionally, the presence of macro-economic fragility and the ramifications of the war in Ukraine acted as further obstacles. Despite these challenges, the growth rate still surpasses expectations, particularly considering that digital advertising has now become a well-established media category, accounting for over 60% of total media ad expenditure, compared to less than 20% in 2009, the last year with similar growth patterns.”
View and download the full report 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 2022 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, Turkey, UK and Ukraine. The data represents the calendar year 2022 January- December. This is the seventeenth AdEx Benchmark study which began in the calendar year 2006. Display includes PC-based and mobile banners, rich media and video formats.
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:
Helen Mussard, CMO, IAB Europe – mussard@iabeurope.eu - +44 (0) 7399 919594
Marie-Clare Puffett, Marketing & Insights Director, IAB Europe – puffett@iabeurope.eu - +44 (0) 7973836917
IAB Common Commitment agreement signed by National IABs and Federations shows alignment on a work plan and framework that supports sustainable developments in Europe
Brussels, Belgium, 8th June 2023 -IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the release of a new European IAB Common Commitment Agreement on Sustainability signed by 21 National IABs and Federations across Europe. The Commitment demonstrates the need and wants from National Federations for a collaborative and consistent approach to the measurement methodology of carbon emissions. This includes the regulatory and policy taxonomy, and the mapping and standardisation of best practices for the delivery of ads across the digital supply chain.
Uniting on Sustainable Digital Advertising: Reducing Carbon Emissions and Taking Climate Action
The digital advertising industry has identified that the carbon emissions associated with the internet, devices, and supporting systems have reached nearly 4% of global greenhouse emissions. With these emissions projected to double in the near future, it is crucial for the industry to acknowledge the climate crisis and take decisive action now. This will help to ensure a sustainable advertising choice for brands while most importantly, helping to reduce the overall carbon footprint of the digital advertising ecosystem.
In response to this urgent need, IAB Europe, along with National IABs and Federation signatories, is committed to providing guidance and support to organisations on their sustainability journeys. By working collectively, they aim to establish consistent European standards, practices, and solutions that address the critical issues of sustainability.
The Common Commitment reflects a shared vision and dedication to a comprehensive work plan. This plan will be delivered by IAB Europe’s Sustainability Standards Committee and will involve developing strategies, guidelines, and taxonomies that align with regulations and policies while considering the broader aspects of sustainability, including environmental, social, and economic impacts. It will also help elevate work being done at a National level to bring it up to a European level in a consistent manner and will prioritise the reduction of carbon emissions specifically associated with digital advertising and emphasise the importance of climate action.
By uniting its efforts, the digital advertising industry can take significant steps towards a more sustainable future, mitigating the environmental impact and contributing to the United Nations' 17 sustainable development goals.
Commenting on the release of the Commitment, IAB Europe’s CEO, Townsend Feehan said, “The aspiration to reduce CO₂ emissions in the digital advertising supply chain will test our capacity to act in unison more than any other policy or business goal. The Common Commitment we are announcing today is a modest but critical step, enabling our European network to collaborate at an unprecedented pace internally and bringing critical mass to our engagement with global partners."
The Participating National Federations can be viewed here:
- ENDS -
Notes to Editors:
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry, and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.
About IAB Europe’s Sustainability Standards Committee
IAB Europe’s Sustainability Standards Committee was formed in October 2022 with the primary focus of bringing the industry together to create standards for the delivery of digital advertising and to help all industry participants to reduce the amount of energy consumed and carbon emissions produced through the use of digital media.
Brussels, Belgium, 1st June - IAB Europe, representing a diverse membership of thousands of digital marketing and advertising companies, media publishers, and independent third-party measurement firms, has released a policy paper outlining its position on the draft proposal for a European Media Freedom Act. The paper aims to provide valuable insights to Members of the European Parliament (MEPs) and national officials working on their negotiating positions.
The proposed European Media Freedom Act seeks to establish a common framework for media services in the internal market, addressing various aspects of the digital media landscape. IAB Europe acknowledges the significance of audience measurement provisions, particularly Article 23, and emphasises its importance for independent and pluralistic media in European democracies. Digital advertising enables media publishers to monetise their content and maintain their independence while fostering a diverse media landscape. IAB Europe recognises the investments undertaken by publishers in audience measurement for transparent pricing of their advertising services. These systems are crucial to enhance their advertising strategies, serve new advertisers online, and evaluate advertising campaigns effectively.
In its policy paper, IAB Europe supports the principle-based approach to audience measurement outlined in Article 23(1) of the draft proposal. The implementation of these principles has the potential to enhance transparency in audience measurement systems, leading to a fairer allocation of advertising revenues across the media ecosystem. However, IAB Europe asks policymakers to consider three key aspects when regulating audience measurement.
Firstly, respecting the importance of existing self-regulatory initiatives, such as Joint Industry Committees (JICs), which are well-established in many member states. These frameworks, based on self-regulation among media publishers, advertising agencies, and independent audience measurement providers, have significantly contributed to improving audience measurement systems.
Secondly, IAB Europe emphasises the need for transparency in audience measurement methodologies (Article 23(2)) to ensure fair pricing of digital advertising, questioning the effectiveness of the current draft proposal in achieving this objective. The lack of a clear definition for "providers of proprietary audience measurement systems" creates ambiguity and may unintentionally impact third-party audience measurement providers, including traditional research companies and JICs.
Thirdly and finally, IAB Europe urges policymakers to strike a balance between transparency and innovation. While advocating for increased transparency in audience methodology, IAB Europe highlights the importance of protecting proprietary methods and technology that result from substantial investments in research and development. Transparency should not impede investments in research and innovation, which are essential for the evolution of audience measurement systems.
IAB Europe stands ready to engage in constructive dialogue with MEPs and national officials to ensure that the European Media Freedom Act upholds the principle of transparency. The full policy positioning paper can be accessed here.
Brussels, Belgium, 24th May 2023 - IAB Europe, the leading association for the digital advertising and marketing industry, is thrilled to announce the winners of its highly anticipated 2023 MIXX Awards Europe, Research Awards, and Outstanding Contribution Award. This year's award competitions once again showcased the very best of digital advertising from across Europe, recognising outstanding campaigns, innovative research, and remarkable contributions to the industry.
The rigorous judging process involved a panel of esteemed experts from international organisations such as Bloomberg Media, Visa, Publicis Groupe, TikTok, The Good Loop, PHD, Samsung Ads, Freewheel and DoubleVerify, across more than ten European countries..
Under the leadership of Eddie Adedji, Global Trading & Investment Lead PMX Investment Managing Partner at Publicis, the MIXX Awards Europe Jury spent many hours meticulously assessing the campaigns, evaluating their creativity, effectiveness, and overall impact. This year, the jury evaluated the new Outstanding Contribution Award, recognising a team or individual who has made exceptional contributions to the digital advertising industry over the past 12 months. Meanwhile, the Research Awards Jury, led by Kristanne Roberts, Product Management Director at Kantar Marketplace, delved into the realm of innovative research projects that push the boundaries of digital marketing insights.
The winners were unveiled and celebrated at the Gala Awards Dinner held during IAB Europe's flagship annual event, 'Interact,' in Madrid.
This year's award recipients showcased outstanding achievements, demonstrating excellence in digital advertising and contributing to the advancement of the industry. Their innovative campaigns, cutting-edge research, and notable contributions have set new benchmarks and inspire others within the ecosystem.
The winning campaigns and projects will become a part of a new Hall of Fame on IAB Europe’s website which will be unveiled in June.
MIXX Awards Europe 2023 Winners
Brand Advertising Campaign
GOLD
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
SILVER
#HairHasNoGender by Pantene by Publicis Groupe / Starcom Greece
BRONZE
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
Branded Content
GOLD
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
SILVER
Samsung #22EpicNights by Cheil Centrade
BRONZE
ZDF - The Terra X Elevator Quiz by MEDIAPLUS GERMANY
BRONZE
WHOOPing Ireland into Shape by Spark Foundry
BRONZE
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
Campaign Effectiveness
GOLD
Bookvertising by Saatchi Creative Hub Bucharest
SILVER
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
BRONZE
WHOOPing Ireland into Shape by Spark Foundry
Connected TV Advertising
BRONZE
Grundig Eco-Anxiety Campaign by Arcelik A.S. & Ingage Media & The Or
Digital Audio Advertising
Taking Action with Voice Technology for MSC Cruises by Xaxis & Say It Now
Digital OOH
BRONZE
The Neverending Chase by Havas Media & Havas Italy
Direct Response/Lead Generation Campaign
GOLD
Drive Yourself Healthy by Sanofi, PHD Poland, Publicis Groupe
BRONZE
Playing with the Snake by Havas Play
BRONZE
Audi Attention Optimization for Performance by EssenceMediacom
Ecommerce
BRONZE
From Worrying to Peaking at the End by Fingerspitz
BRONZE
Ice Cream Now by Unilever & Mindshare Poland
Effective Use of Data
BRONZE
Warsteiner - Thirst for Data by MEDIAPLUS GERMANY
BRONZE
meridol Turkey - Co-Pilot beat human intelligence! by Wavemaker Turkey & GroupM Turkey
BRONZE
Ice Cream Now by Unilever & Mindshare Poland
In-Gaming
GOLD
Adopt a Mod byHavas Play
SILVER
Grand Job Experience by v8 & Kaufland Romania
BRONZE
Privacy Protectors by Twitch & WhatsApp
BRONZE
ING City in ROBLOX by GONG & ING
Influencer Marketing
GOLD
Grand Job Experience by v8 & Kaufland Romania
SILVER
Xbox – Equality Controller by Mediaplus Germany
BRONZE
Domino's Effect by Arena Media Spain
Integrated Advertising
GOLD
Drive Yourself Healthy by Sanofi, PHD Poland, Publicis Groupe
BRONZE
#HairHasNoGender by Pantene by Publicis Groupe / Starcom Greece
BRONZE
ZDF - The Terra X Elevator Quiz by MEDIAPLUS GERMANY
Non-Profit/Corporate Social Responsibility
GOLD
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
SILVER
The Bear Right Tax Initiative by TheNEW
SILVER
Vodafone - Every 11 Minutes by VMLY&R Istanbul
Product Innovation
SILVER
Grand Job Experience by v8 & Kaufland Romania
SILVER
NAverse by Havas Play
BRONZE
Grand Single Origin by Pom Pom Communications
BRONZE
Visibility for real by Xaxis Sweden Toyota, GroupM Nexus (Xaxis The&Partnership, Acceleration) and Tobii
Retail Media
SILVER
Vodafone Metaverse Store by VMLY&R Istanbul
Search Advertising
BRONZE
Revolutionizing Search Strategy: Samsung Smart TVs' Revenue Boost by Starcom Romania
BRONZE
Fingerspitz & Cortina – Brand term advertising on Google... do or don't? By Fingerspitz
Social Media
GOLD
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
GOLD
Bookvertising by Saatchi Creative Hub Bucharest
SILVER
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
BRONZE
On Romanian's Mother Tongue by v8 & Kaufland Romania
BRONZE
Yuki Saaki by Saatchi Creative Hub Bucharest
Sustainability Campaign
SILVER
Irish Life Responsible Pensions by Zenith, part of Core
SILVER
IKEA - naturally sustainable! by EssenceMediacom
BRONZE
Aqua Allegoria October 2022 by Guerlain & IMPACT+
Video Advertising
SILVER
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
SILVER
The Bear Right Tax Initiative by TheNEW
BRONZE
April 23rd Children's Day 5G Technology by VMLY&R Istanbul
Virtual and Augmented Reality or other new technologies
GOLD
NAverse by Havas Play
GRAND PRIX
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
Outstanding Contribution to the Digital Advertising Industry 2023 Award Winners
WINNER
Laura Wade
Global Head of Sustainability Strategy atEssenceMediacom
RUNNER UP
David Bauckmann, CTO at Impression Media
IAB Europe Research Awards 2023 Winners
Sustainability Measurement
HIGHLY COMMENDED
Advanced tech solution to reduce digital advertising environmental impact by IMPACT+
Audience Measurement
HIGHLY COMMENDED
Total Video Audience by Nielsen
Brand Advertising Effectiveness
HIGHLY COMMENDED
‘The impact of live optimisations on improving attention metrics and outcomes for Heinz Zero’ by Teads
HIGHLY COMMENDED
Capitalising on inspiration: Unlocking a ski resort’s potential through emotional understanding by Wunderman Thompson
Consumer Attitudes and Behaviour
WINNER
Your Online Voices: Your Voice, Your Choice by EDAA
HIGHLY COMMENDED
Kantar’s Media Reactions 2022: Which ad platforms do people prefer? By Kantar
Cross-Media Measurement
WINNER
Qreach; our brand new KPI that minimizes contact pollution and optimizes towards impactful reach by Wavemaker/GroupM
HIGHLY COMMENDED
Total Video Audience by Nielsen
Data Effectiveness
HIGHLY COMMENDED
Samsung Ads Enhanced Addressable CTV Targeting by Kantar Media
Digital Advertising and Marketing Industry Insights
WINNER
ISBA & PwC Programmatic Study II by PwC
HIGHLY COMMENDED
Collaborating with 41 parties provides the entire industry with crucial insights about awareness impact by
GroupM
Research Innovation
WINNER
ISBA & PwC Programmatic Study II by PwC
HIGHLY COMMENDED
‘The impact of live optimisations on improving attention metrics and outcomes for Heinz Zero’ by
Teads
HIGHLY COMMENDED
PHD Viewermatch byPHD UK
For more information about the award winners and to learn about upcoming IAB Europe events and initiatives, please visit www.iabeurope.eu.
European Digital Advertising Market Grew by 9.8% to a Market Value of €86bn
Total Display Accounts for 50% of Total Market Value
Brussels, Belgium, 23rd May, 2023 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced at its flagship conference Interact 2023 in Madrid today that digital advertising spend in Europe increased by 9.8% in 2022 to achieve a market value of €86bn.
2022 Digital Advertising Investment
Now in its seventeenth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe with data collected across national markets to provide a total harmonised figure for Europe. For 2022, IAB Europe has amended the geographical coverage of AdEx Benchmark to remove Belarus and Russia and add in new markets; Estonia, Latvia and Lithuania, meaning the study now accounts for 29 European markets. Amongst the markets, Turkey achieved the strongest total growth of 93.3%.
Despite the economic and political headwinds in Europe, €7.7bn was added to the digital advertising market total in 2022.
Daniel Knapp, Chief Economist at IAB Europe commented on the results: “Brands are digitising their overall businesses to drive efficiencies and in the same vein are shifting advertising budgets into digital. Thus, digital advertising in Europe has experienced robust growth despite the volatile macro environment. It reinforces the importance of digital for brands during a period of downturn due to its measurability and performance.”
Audio and Video Post Strongest Growth
The study shows that audio saw the largest growth across all formats in 2022 with a 22.1% increase to €0.7bn. Video also experienced significant growth with an increase of 13.6% to value the format investment at €18.3bn. Meanwhile display grew by 9.5% to €40.1bn with search experiencing a 10.7% increase to €37.4bn.
The AdEx Benchmark Study highlights can be downloaded here.
The full AdEx Benchmark 2022 Report, which will provide full commentary and data across all 29 markets, will be published in June 2023.
---ENDS---
Notes to editors:
AdEx Benchmark is the definitive guide to advertising expenditure in Europe. The study is now in its seventeenth year and covers 29 markets. The geographical coverage of the study has changed to remove Belarus and Russia and add in new markets; Estonia, Latvia and Lithuania.
The study covers the following advertising formats: display, social media, video, audio, programmatic, classified, directors & affiliates and search.
Contacts:
Helen Mussard, CMO, IAB Europe - +44 (0) 7399 919594
Marie-Clare Puffett, Marketing & Insights Director, IAB Europe - +44 (0) 7973836917
18 May 2023 Brussels, Belgium - Advertising is nothing without an attentive audience. However, with consumers exposed to thousands of ads daily, securing this attention is becoming increasingly difficult. To address this challenge, today IAB Europe, the European-level association for the digital marketing and advertising ecosystem released a new guide to attention in digital marketing. The guide aims to provide an introduction to the topic and spark wider industry debate around how attention measurement should develop over the next few years.
Digital marketers face a perfect storm of challenges that threaten to disrupt existing advertising metrics, including audience fragmentation, the explosion of new creative models, and the deprecation of third-party tracking cookies. Concurrently, the advertising industry is coming under pressure to adapt to more sustainable practices to help reduce greenhouse gas emissions. As a result, many advertisers are looking for new measurement approaches to ensure better business outcomes and to reduce waste, which are bringing attention measurement tools and methodologies to market.
This guide to attention in digital marketing provides an overview of what attention is in digital advertising and why attention measurement is gaining interest now. "In a world where consumer attention is increasingly difficult to secure, this guide provides a valuable introduction to the topic of attention measurement in digital advertising," said Helen Mussard, CMO of IAB Europe. "It answers key questions brands are currently asking about attention measurement, including why it's important, what tools are available to measure attention, what are the use cases for these tools, and how can brands best integrate attention into their digital advertising campaigns."
The guide was written by 19 industry stakeholders from IAB Europe’s Brand Advertising committee including DoubleVerify, Microsoft, GroupM, Kantar, FreeWheel, Scibids, ShowHeros, Teads, Eskimi, PubMatic, Verve Group, Xaxis, Viznet and Vidmob. IAB Europe also worked with The Attention Council to ensure cross industry collaboration and harmonisation.
Commenting on contributing to the guide, Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations, FreeWheel said ‘’According to our 2022 Marketers survey, Advanced TV Uncovered, one of the biggest challenges in our media industry remains measurement, often cited as one of the main inhibitors of ad spend. In such a difficult economic environment, where budgets are coming under a lot of scrutiny, reaching consumers is no longer enough. Increasingly marketers need to understand how well their campaign performed and if viewers have actually paid attention to the ads, which is where attention measurement comes in. Attention measurement has come to the forefront of industry interest as an alternative solution, due to the inability of online measurements to provide effective reports on ad exposure and the actual real impact on consumers. But attention measurement is still very new and often mis-understood. This IAB Europe Guide is an invaluable resource for anyone to explore what “attention” really means and how it can be a powerful tool in our measurement arsenal’’.
Rob Gedge, Global Solutions and Innovation Manager at Xaxis added “GroupM's focus of delivering 'fewer, more effective ads' is key to our work here at Xaxis. By measuring and optimising towards higher attention environments we can look beyond standard digital KPIs and deliver brand uplift that is more in line with clients’ business outcomes”.
The guide to attention in digital marketing is now available on the IAB Europe website for free download here.
Commenting on why brands should take notice of Attention and the new guide, Justin Adler, Director of Product Strategy - Quality and Compliance, MediaMath said "Attention is one of the most asked-about metrics by our clients, this guide by IAB Europe is a great starting point for any brands looking for next-generation metrics that correlate to the outcomes they care about most."
In order to continue helping players in the online ecosystem comply with certain requirements of the ePrivacy Directive and the GDPR, the Transparency & Consent Framework (TCF) Steering Group has approved iterations to the Framework. The TCF working groups have worked intensively to bring further standardisation of the information and choices that should be provided to users over the processing of their personal data, and to how these choices should be captured, communicated and respected.
Constant evolutions in case law as well as in guidelines of Data Protection Authorities (DPAs) place even higher demands on market participants in terms of data protection, and the latest Transparency & Consent Framework v2.2 (TCF v2.2) brings meaningful changes in an attempt to better meet the expectations of regulators and needs of end-users.
TCF 2.2 launches today, 16th May 2023. This article provides an overview of the main policy and technical changes as well as a detailed timeline to help all stakeholders implement TCF 2.2.
TCF v2.2 Main Policy Amendments
Please consult the relevant sections of the updated Policies for further details and IAB Europe’s blogpost here.
TCF v2.2 Technical Specifications Updates
With a view to implementing these policy changes, IAB Tech Lab has updated the technical specifications for the Transparency & Consent Framework. These changes include:
Please consult the updated Technical Specifications for further details and IAB Tech Lab’s blogpost here.
The Javascript Library that supports TCF participants’ implementation is also being updated to accommodate TCF v2.2 here.
Implementation Timeline
Please note the following deadlines:
30 June 2023
Deadline for Vendors to update their GVL registration with the new required information (as well as any other required information they failed to update previously). They can do so by logging-in to the GVL registration portal here that has been updated with new registration fields for TCF v2.2. If you don’t see your existing data in the portal, clear your cache or log-in using a different browser.
Only Vendors that update their GVL registration according to the requirements will be published in the new version of the GVL (v3).
Vendors updating their registration will also continue to be published in the current version of the GVL (v2) that will continue to run until the end of the implementation period.
The GVL v3 will start being published weekly as Vendors update their registrations at https://vendor-list.consensu.org/v3/vendor-list.json, to enable CMPs to test the new format, and to start building new user-facing disclosures in line with the requirements of the Policies. Translation will be made available progressively here.
10 July 2023 (Reminder)
Deadline for CMPs to host their scripts on a domain other than consensu.org subdomains as per the notification here.
31 July 2023
Deadline for Vendors to complete a TCF Compliance Assessment form and submit it through the GVL registration portal as part of the updated TCF Compliance programmes described here.
30 September 2023 - end of implementation period
CMPs are required to implement the new policies and specifications by 30 September 2023. CMP Framework UIs will not need to apply for re-validation. Compliance with the new requirements will, however, be verified as part of IAB Europe’s regular monitoring of CMPs’ live installations as of the implementation deadline. To support CMPs in their developments, IAB Europe has released a new CMP Validator Chrome Extension available here that includes all requirements of TCF v2.2.
Vendors are required to implement the new policies and specifications by 30 September 2023. Similar to CMPs, compliance with the new requirements will be verified as part of IAB Europe’s regular monitoring of Vendors’ live installations as of the implementation deadline.
Please visit the TCF section of IAB Europe’s website for more information or read the FAQs document here.
Dedicated webinars were held at the beginning of June for each category of participants - Publishers, CMPs and Vendors and you can watch these in your own time below.
Vendors
Webinar recording for Vendors can be watched here and the presentation deck can be downloaded here.
CMPs
Webinar recording for CMPs can be watched here and the presentation deck can be downloaded here.
Publishers
Webinar recording for Publishers can be watched here and the presentation deck can be downloaded here.
Thank you for your support!
