Mike’s UK launched a 2022 summer campaign to promote their Hard Seltzer line and sought to understand how the presentation of their different flavours, cue types and messaging impacted performance. VidMob ran a mid-campaign analysis to answer their creative curiosities and optimised the assets for the second half of the campaign.
Using Creative Analytics, VidMob uncovered new creative insights which were then applied to 12 optimised creatives that also adhered to Facebook’s best practices. Small changes generated significant performance lifts.
This guide to attention in digital marketing has been developed by experts from IAB Europe's Brand Advertising Committee as both an introduction to the topic and as a means of sparking wider industry debate around how attention measurement should develop over the next few years.
Still a nascent field, this guide provides an overview of what attention is in digital advertising and why attention measurement is gaining interest now. The guide also reports a suggested framework for measuring attention and outlines implementation best practices, as well as case studies from real-world deployments of attention measurement tools.
In short, this guide attempts to answer key questions brands are currently asking about attention measurement including:
A big thank you to our contributors for helping with this Guide:
On the 9th May IAB Europe brought together a panel of experts from its Brand Advertising Committee to discuss our recently released updated Guide to In-Gaming and advertising within In-Gaming environments in Europe.
This webinar explored the key opportunities, challenges, and innovations in this nuanced advertising space. We heard from digital advertising experts on how In-Gaming is developing and how brands can take advantage of this emerging channel.
Watch the recording here
IAB Spain has presented their '2023 Social Media Study', sponsored by Epsilon Technologies and Wuolah, and developed in collaboration with Elogia.
The report analyses the evolution of social media effectiveness, user profiles, advertising saturation levels and brand engagement to name a few. This study has been presented annually since 2009 and has become a reference for our industry.
Here are some of its key findings:
These findings provide valuable insights into the current state of social media usage, user behaviour, and brand engagement, highlighting the continued influence of these platforms in our daily lives.
Preparing for the cookieless future is top of mind for all marketers. But more and more advertisers across the globe are becoming aware of the missed opportunity that cookieless browsers present today. In ID5’s State of Digital Identity 2022 report, it was found that 69% of advertiser respondents want to be able to reach cookieless audiences today, and 87% believe they are missing out on the opportunity of doing so.
In response to increasingly unaddressable environments, universal identifiers (UIDs) have proven themselves as one of the top alternatives to third-party cookies and MAIDs. Universal IDs are alternative identifiers that enable user-level identification across websites and platforms without third-party cookies. They optimise the number of addressable users and enable campaign strategies such as targeting and measurement, benefiting both the buyers and sellers of data-driven digital advertising.
In ID5’s State of Digital Identity 2022 report, first-party universal identifiers took the top spot as the most favoured solution to replace third-party cookies above all other options, with 38% of respondents opting for this alternative.
For advertisers, universal IDs are a valuable asset to consider. These solutions can unlock the ability to increase ROI, reach more users, and deliver campaign objectives across both cookie-based and cookieless environments. Ultimately, they replace the capabilities that cookies have been used for in a privacy-compliant way.
Yet, with over 40 identifiers trying to establish themselves as valid alternatives - understanding the difference between IDs and their effectiveness is key to prioritising what to test and, eventually, adopt.
Learn about the essential criteria for evaluating universal identifiers and the pathways you can take to leverage these solutions via ID5’s new guide: Unlocking the value of cookieless: a brand's guide to leveraging universal IDs.
Click here to download the guide now.
In order to respond to the changes and needs of the market, while continuing to help players in the online ecosystem comply with certain requirements of the ePrivacy Directive and the General Data Protection Regulation (“GDPR”), the Transparency and Consent Framework needs to be updated on a regular basis. In particular, constant evolutions in case law as well as in guidelines of Data Protection Authorities (DPAs) place ever higher demands on market participants in terms of data protection requirements. The TCF instances have therefore drawn inspiration from them to bring some new iterations to the Framework, including some changes related to the Action Plan that was submitted to and validated by the Belgian Data Protection Authority (more information here).
These new iterations will be released as part of the Transparency & Consent Framework v2.2 in the next few weeks, and TCF participants will have until the end of Q3 2023 to make the necessary changes to their respective implementations. All iterations have been developed to avoid breaking changes to the existing v2.1 Technical Specifications and facilitate adoption in a timely manner by CMPs and Vendors.
In the run up to the launch of TCF v2.2, IAB Europe will publish background material and host a series of webinars to offer full support and guidance to CMPs, Vendors and Publishers. Registration links can be found below.
Session 1: Overview of the main differences between the TCF policy 3.5 & 4.0
Thursday 20th April| 15:00 CET – Register here
An overview of the main differences in policies between v2.1 & v2.2. This session is for all TCF stakeholders.
Session 2: Overview of the changes to the TCF technical specifications between v2.1 & v2.2
Thursday 20th April| 16:00 CET – Register here
An overview of the changes to the TCF technical specifications between v2.1 & v2.2. This session is to help CMPs and Vendors navigate the different technical resources.
Discover this textbook (around 100 pages) on Supply Chain by David Bauckmann of IAB Czech Republic (SPIR). This book is free to download in PDF for all IAB Europe members. All you have to do is go to the website and fill in the registration form with the code ‘IAB’. You will then receive an email with the link to download the book. Check it out below.
On the 30th March IAB Europe bought together a panel of experts from its Programmatic Trading Committee to discuss advertising within Premium Video environments in Europe. The panel explored what constitutes Premium Video, dove into the challenges of cross-channel and platform measurement, and shared their thoughts on what to consider when looking to buy Premium Video ads programmatically.
This is a must-watch for anyone wanting to explore the programmatic advertising opportunities of Premium Video in Europe today.
Watch the session recording here
IAB Spain has released their Guide on Data Efficiency, sponsored by GroupM and prepared by one of the working groups of the IAB Spain's Data Commission. As the guide establishes, measuring the effectiveness of the use of data in online marketing campaigns is a key process to determine the success, impact and scope and to determine what works and what does not in advertising strategies. Digital advertising based on data is essential to boost short-term metrics. By collecting and analysing data about user interactions with their websites, advertisements, and other marketing activities, industry professionals can identify patterns and trends that allow them to improve their strategies and increase their return on investment. To see the full guide download below.
Looking for simple explanations on different industry topics, challenges and emerging trends from those most in the know?
‘IAB Europe Explains’ video series brings together industry experts from across our membership to provide overviews and explanations that will help you make sense of the latest topics and trends in our ever evolving and changing ecosystem.
From the latest Economic Outlook to Retail Media, Sustainability, Disinformation and more, find out everything you need to know in our video series below:
The videos are between 5 to 15 minutes long, so sit back, grab a coffee and become an industry expert in no time.
Magnite's latest research study, “Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5” finds that streaming TV, which comprises television content streamed via the internet on any device, is now the most-watched form of TV across the region and delves into how consumer attitudes and viewing habits are reshaping the streaming landscape in the UK, France, Germany, Spain and Italy.
As streaming offerings expand in line with rising viewership, the study finds the majority of viewers prefer ad-supported options, and 82% watch some form of ad-supported content, with 78% watching internet-delivered content across multiple devices.
Key findings from Magnite’s study include:
To explore additional insights, please click here.