In this session, IAB Europe's Chief Economist, Daniel Knapp shares an overview of the commerce landscape in Europe today. TikTok then hosts a panel discussion with thought leaders from across the industry to discuss their thoughts on the past, present, and future of commerce, and the opportunities this presents for marketers.
For more information on what's happening in commerce, check out this series of videos produced by TikTok in partnership with IAB Europe.
Speakers:
Dr Daniel Knapp is Chief Economist at IAB Europe. He is an advertising and media analyst with more than 15 years of international experience. He has served in leadership roles spanning market analysis, strategic advisory, and business intelligence. Daniel spent 11 years at IHS Markit, latterly as Executive Director for Technology, Media and Telecoms. He was also an associated expert on media and AI at the European Commission. Daniel received his PhD from the London School of Economics (LSE) on the sociology of algorithms and the datafication of media. In addition to his role at IAB Europe, he is CSO at Twins Digital, a marketing services company, and a partner at Ecuiti, a data science firm.
Aoife Dowling leads Agency & Tech Partnerships for Shopify in the EMEA region, leading a team that seeks to drive growth through partner channels and expand into new markets. Prior to Shopify Aoife spent six years at WPP where she was most recently Director of Strategic Partnerships & Business Development.
Nilam Atodaria is the Global Product Director at INCA, GroupM’s brand-safe influencer marketing solution. She is responsible for exploring upcoming trends and opportunities, not only to define INCA’s unique product suite, but also to help shape the future capabilities of influencer marketing more generally. Nilam’s knowledge and expertise is underpinned by her extensive background in the industry, having spent over 7 years in influencer marketing. She has an excellent track record of supporting business growth and scale internationally and is passionate about delivering new product offerings and innovative solutions for clients.
Ryan joined the industry on the agency side, as a press planner and buyer, where he fell in love with traditional advertising: the big media brands, energised environments and the constant push to deliver reach for clients. As the industry developed, his path took him towards increasingly digital roles. Ryan's best work has included multiple players from across the world of media, working in harmony to deliver results for clients in a rapidly changing landscape.
As consumers continue to adopt and increase their use of online channels to shop for goods and services, the relative importance of eCommerce and retail media in the broader marketing mix has become prominent in recent years and is only going to grow. In fact, IAB Europe estimates that it could reach €24.8bn by 2026.
To help buyers navigate and tap into this evolving opportunity, IAB Europe’s Brand Advertising Committee has developed The IAB Europe Guide to eCommerce. The guide supports buyers that are starting to explore opportunities in eCommerce. It provides insights into how eCommerce works, the available ad formats, and considerations and best practices for the digital advertising ecosystem.
It has been a collaborative effort to produce this first European-level Guide to eCommerce, with contributors including Criteo, PubMatic, Perpetua, Skai, Xandr and Yahoo.
A big thank you to the following contributors:
The world of commerce is changing at high speed. Accelerated by shifting consumer habits during the pandemic, a nuclear explosion has sparked for the digital commerce landscape.
As habits changed, a rapid uptake of commerce solutions emerged. Faced with not being able to leave home, consumers increasingly adopted eCommerce to facilitate their shopping needs and more and more brands started to turn to and tap into this valuable channel. The once distinct worlds of brick and mortar and online merged allowing consumers to seamlessly change environments and shop with ease.
There is now a vast frictionlessness in the way people can buy things, with new technology removing the obstacles of exploring goods, buying and enquiring about them, without having to be in a physical store.
Social commerce is a rapid expansion of this already booming eCommerce landscape. Where the content and products now travel with the consumer, the social aspect, in this environment, has the ability to manifest conversations around the product and the transaction, in a fun and engaging way. And all in one place.
To further explore commerce, the rise of social commerce, and the opportunities it presents for brands, we’ve partnered with TikTok along with GroupM and Shopify to discuss commerce in more detail and to look at where this growing trend is headed.
In a series of short videos, produced by TikTok, you can hear from key stakeholders including:
Keen to learn more?
If you want to dive into commerce deeper, why not join IAB Europe and TikTok 15:00 CET on 28th September for an exclusive Industry Insider webinar as thought leaders from across the industry will join a panel to discuss their thoughts on the past, present, and future of commerce, and the opportunities this presents for marketers.
Find out more and register here to secure your free space.
On 26th January, IAB Europe hosted an Industry Insider with GroupM.
The webinar was hosted live and you can watch the recording here.
In this session, IAB Europe’s Chief Economist, Daniel Knapp shared an overview of the eCommerce opportunity in Europe today. He was then joined by Mudit Jaju, Global Head of eCommerce at Wavemaker, and Yulia Livne, eCommerce Partner EMEA at Mindshare WW who explored this channel further and discussed how brands are building and adapting their eCommerce strategy and shared best practices and practical examples.
Speakers:
Daniel Knapp, Chief Economist, IAB Europe
Dr. Daniel Knapp is Chief Economist at IAB Europe. He is an advertising and media analyst with more than 15 years of international experience. He has served in leadership roles spanning market analysis, strategic advisory, and business intelligence. Daniel spent 11 years at IHS Markit, latterly as Executive Director for Technology, Media and Telecoms. He was also an associated expert on media and AI at the European Commission. Daniel received his PhD from the London School of Economics (LSE) on the sociology of algorithms and the datafication of media. In addition to his role at IAB Europe, he is CSO at Twins Digital, a marketing services company, and partner at Ecuiti, a data science firm.
Mudit Jaju, Global Head of eCommerce, Wavemaker
Mudit was recruited to the WPP MBA Fellowship while doing his MBA at Yale and came to Wavemaker after stints at Ogilvy and Red Fuse. He has consulted with the C-suite of brands looking to set up their eCommerce operation such as Tiffany & Co., Pfizer, Danone, Colgate, Mondelez, L’Oreal, Xerox, LVMH, and Vodafone.
In his current role, Mudit oversees Wavemaker’s global eCommerce practice and is tasked with delivering solutions for clients to grow their eCommerce business in a holistic way across media and retail through our proprietary tools. He also oversees the consistency of delivery through direct management of the ecommerce teams in each of the markets. He also serves on WPP’s Commerce Council.
Yulia Livne, eCommerce Partner at Mindshare EMEA
Yulia has been working in the eCommerce space for over 10 years, covering pureplay, omnichannel, social commerce & D2C, with first-hand experience in all areas impacting commerce business – from digital shelf and media to CRM and online stores development.
Currently, Yulia is leading eCommerce at Mindshare EMEA, designing new services across consulting, content and paid media, helping the brands to optimise their online shopping experience at every touchpoint of the consumer journey, and to reach their commercial goals. Before moving to EMEA, Yulia lead the Unilever eCommerce team at Mindshare UK, with a focus on marketplace and retail media capabilities, while driving best-in-class Amazon practices.
Our second Economic Trends Forum of 2021 took place on 20th April.
Led by Dr. Daniel Knapp, IAB Europe’s Chief Economist, The Economic Trends Forum (ETF) offers market analysis and industry insights for our corporate members and network of National IABs.
In this session we take a deep dive into e-commerce across Europe including an overview of the trends, developments, challenges, and opportunities for this exciting advertising channel.
Watch the recording here.
If you're a member and would like access to the deck, please email Helen Mussard at mussard@iabeurope.eu
On the 20th of March, IAB Europe hosted an Industry Insider webinar with Facebook.
The webinar was hosted live and you can watch the recording here.
Synopsis: In the digital by default world we are living in, every business is an e-commerce business. At Facebook, we are fascinated by the discovery mindset audiences are in and the opportunities this provides for businesses. We call this shift from people finding products, to products finding people, discovery commerce. If a product can be considered and purchased, within 5 taps or less, how does this change marketing for businesses as we know it? Showing up with relevance and creativity at the most critical moment is a powerful reset for brands, shifting expectations and reframing choice.
Watch the session recording here.
Speakers:
Daniel Knapp, Cheif Economist, IAB Europe
Dr. Daniel Knapp is Chief Economist at IAB Europe. He is an advertising and media analyst with more than 15 years of international experience. He has served in leadership roles spanning market analysis, strategic advisory, and business intelligence. Daniel spent 11 years at IHS Markit, latterly as Executive Director for Technology, Media and Telecoms. He was also an associated expert on media and AI at the European Commission. Daniel received his PhD from the London School of Economics (LSE) on the sociology of algorithms and the datafication of media. In addition to his role at IAB Europe, he is CSO at Twins Digital, a marketing services company, and partner at Ecuiti, a data science firm.
Zehra Chatoo, Connection Planner, Facebook
Zehra is a Connection Planner at Facebook with a key focus on driving consumer insights and brand building to achieve business growth. Zehra recently joined Facebook, having worked both client and agency side in her 17 years in the industry. In her most recent role, Zehra headed up strategy at Manning Gottlieb OMD, working across a range of brands including Estee Lauder Companies, Starbucks, Virgin, Sony Pics and Government comms. Zehra has won numerous industry awards for her strategic work including IPA Effectiveness, Cannes, MediaWeek and Campaign awards.
Zehra was also recently named as one of the top 30 eCommerce influencers of 2021.
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