In this webinar on the 13th of May, IAB Europe member Kantar shared insights on how COVID-19 is influencing consumer behaviour, attitudes and expectations. The Kantar COVID-19 Barometer covers over 30,000 consumers in over 50 markets, providing insights into consumers’ feelings and attitudes, as well as how their media and purchase behaviours are changing, and what this means for brands and marketers.
The recording is available here and the slides here.
Speakers:
Hear from the digital experts at Microsoft Advertising in this webinar recording on how you can setup your digital advertising strategy to successfully navigate through the COVID-19 times and be ready for the time after.
In this webinar on 7th May, IAB Europe shared how it has harmonised the language used in digital measurement with its new Effectiveness Measurement Framework. This was followed by a panel of industry experts discussing how they are addressing measurement challenges and how we can work together to improve cross-media measurement.
Watch the recording here.
Download the slides here.
Speakers:
Think with Google is sharing the latest search insights from across EMEA to help marketers understand what is top of mind for customers as they adapt to this newfound situation. This week’s focus is shifting to the bigger picture - the macro shifts in consumer behaviour.
Explore the latest insights and discover how the long term impact of these changes could affect your business on Think with Google United Kingdom, Turkey, Spain, France, Northern Europe & Central Eastern Europe.
Total UK digital ad spend was up 15.4% year on year in 2019, according to IAB UK’s Adspend report.
Find out more here.
Irish Digital Advertising Spend grew by 17% in 2019 according to the latest IAB / PwC Online Adspend Study. Key highlights include:
Access the infographic below and read the full press release here.
The Virtual Programmatic Day (VPD) brings together industry experts and thought-leaders to explore the latest trends, drivers and barriers impacting programmatic trading in Europe. With over 1,500 attendees it is one of the largest virtual events in the programmatic industry, with global leaders and experts coming together to discuss and debate the hottest topics!
In this event, the speakers explored a range of topics including how the potential depletion of the third-party cookie could affect programmatic advertising, the latest in programmatic supply chain transparency, the impact of supply path optimisation and advertiser lessons learnt from advertisers in-housing programmatic.
Watch the recording here.
Below are the details of the event sessions, timestamps and links to the individual panel recordings:
00:01:00 - Introduction by the event host David Goddard (DoubleVerify)
00:05:00 - Session 1: "The Post-Cookie Era"
Moderator: Tanzil Bukhari (DoubleVerify) / Panelists: Daniel Knapp (IAB Europe), Mathieu ROCHE (ID5), Ben Hancock (CNN), Sharon Marshall (Google), Sara Vincent (Index Exchange), Richard Sharp (Oracle Data Cloud)
This session also included two presentations:
00:06:24 - "The Third Party Post-Cookie Situation - Background & Impact" delivered by Daniel Knapp
00:17:43 - "Advancing Web Privacy" - delivered by Google's Sharon Marshall
01:14:30 - Session 2: "Programmatic Transparency: Where Are We Now?"
Moderator: Clementina Piazza (Integral Ad Science) / Panelists: Gavin Stirrat (OpenX), Ross Webster (Foursquare), Stephen Wing (Rubicon Project), Emily Roberts (BBC), Andrew Buckman (SUBLIME)
02:01:33 - Session 3: "The State of Supply Path Optimisation"
Moderator: Daniel Knapp (IAB Europe) / Panelists: Lisa Kalyuzhny (PubMatic), Simon Baker (Bloomberg), Tom Fryett (Omnicom Media Group), Shane Shevlin (IPONWEB), Krzysztof Lis (Yieldlab)
02:51:21 - Session 4: "In-Housing Programmatic Trading - Lessons Learnt and Best Practices"
Moderator: Ilona Lubojemska (The Trade Desk) / Panelists: Tushar Kalra (HelloFresh), Carlotta Meneghini (Vodafone), Laerte Saliai (Vodafone), Oliver Gertz (MediaCom), Stefanie Scognamiglio (Xandr)
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 webinar on 21st April, Daniel provided an economic outlook for the digital marketing and advertising industry based on his analysis of market trends and financial reports. Alongside the economic perspective and outlook in this webinar we have undertaken an industry poll to understand industry opinion on the impact of COVID-19. The results of this poll are available here.
IAB Europe will be providing a monthly update on the impact of the pandemic on our industry.
Watch the recording here.
Members can download the slides below by logging in.
Leading UK fashion retailer uses audience targeting efficiencies of In-market audiences and Product Audiences through the Microsoft Advertising platform to increase their campaign performance, lowering their CPA by 40%. Find out more here or download the case study below.
The IAB Europe Digital Transformation Playbook is a resource which aims to help channel the efforts of organisations from any field on their journey to digital transformation. Developed by the IAB Europe Education and Training Committee, the playbook leverages the experience and know-how of some of the largest players in the field of digital and IAB Europe National members. It is envisioned as a living resource that will be updated and refined on a regular basis, so stay tuned for future updates.
You can browse the IAB Europe Digital Transformation Playbook below (please allow up to 30 seconds on slower connections for the flipbook to load). Use the controls to zoom in, display all pages, download in .pdf or share. You can also return to the Table of Contents at any time by clicking the link in the footer on each page.
In addition to an expanded roster of contributors and updated version of the current content, the 2020 Digital Transformation Playbook will see the results of a pan-European survey being included.
For more information contact Alex Macarescu.
The below article, in German, outlines the efforts of the BVDW on providing the first industry definition of an "advertising identity" and provides access to their latest white paper on the topic.
Article originally published here.
Against the backdrop of technical and regulatory restrictions * in the use of so-called third-party cookies, the Federal Association of Digital Economy (BVDW) eV has published a basic paper on alternative approaches to the delivery of targeted advertising. Among other things, the paper contains the first definition of "Advertising Identity", which continues to guarantee compliance with data protection regulations and pseudonymisation of users. After all, a successful digital economy requires solutions and standards that can be exploited over a wide area in order to play out advertising to the appropriate target groups in the future, while at the same time processing pseudonymised, but also personally identifiable or personal data.
"At the moment, we are experiencing a very heterogeneous level of knowledge on the subject of 'Advertising Identity' on the market," says Eric Hall (HO / DS - Hall of Digital Strategies), Lableiter Identity at BVDW. "As an association, we have therefore taken on the task of explaining Identity in the context of Advertising in more detail and actively developing the market." Alwin Viereck(United Internet Media), Deputy Lableiter Identity in the BVDW: "On the other hand, we want terms such as Identity, Identifier, ID Graph or Anonymization vs. To correctly delineate pseudonymization around the topic of using identity in the context of targeted programmatic advertising. So far too often there are both technical and legal misunderstandings and thus misinterpretations in dealing with the 'Advertising Identity'. "
Definition of "Advertising Identity"
The definition in the wording: "The 'Advertising Identity' should allow the recognition of a pseudonymised profile for the purpose of efficient advertising control in the form of personalization, localization, verification, performance measurement and contact and reach-optimized budget allocation of advertising materials. With "Advertising Identity", the BVDW means the purely technical, pseudonymized identity of the user in the form of the entirety (graph) of the identifiers (ID) and thus the combination of the ID forms used in the various devices. The 'Advertising Identity' still does not explicitly have the purpose of identifying natural persons. "
Firefox blocks DigiTrust universal ID from the IAB Tech Lab
However, the topic of identity is already overshadowed by current market developments. For example, from the news ** that Firefox intends to block the DigiTrust Universal ID of the IAB Tech Lab or to allow it in only a few cases. BVDW vice-president Thomas Duhr (IP Germany): "Browser manufacturers are increasingly inclined to use their special technological role as a de facto regulator. This can certainly be seen as an abuse of market power, at least the legitimacy is questionable, since hardly more than four to five companies dominate the global market. At this point, sensitivity and openness for the entire digital economy is in demand in the interest of all market participants. Politicians may be called upon to do this. "
The definition of "Advertising Identity" and the results of a study on the understanding of the BVDW members on "Advertising Identity" can be found in the new whitepaper "Identity" here .
New specialist articles on the topic of identity are also available here in the "Expert Talk" on www.bvdw.org .
* See for example: https://www.bvdw.org/der-bvdw/news/detail/artikel/unit-ad-tech-des-ovk-forciert-post-cookie-loesungen/
** Firefox blocks IAB's DigiTrust universal ID: https://digiday.com/media/firefox-browser-will-block-the-iabs-digitrust-universal-id/?utm_medium=email&utm_campaign=digidaydis&utm_source=uk&DM2=555341&utm_content=191126
With more and more connected devices becoming available to users, finding a single user behind the numerous mobile phones, laptops, connected TVs, and tablets is vitally important. Discover the important benefits from a branding, performance, and financial perspective that result from cross-device marketing.
Download the white paper here.
This second webinar in a series of two brought together industry experts to explore the measurement and creativity considerations for programmatic native advertising.
Watch the webinar recording
Webinar panelists
Moderator: Clementina Piazza, Programmatic Director, EMEA, Integral Ad Science
Clementina Piazza is Programmatic Director for EMEA at Integral Ad Science. Her focus is to support and develop IAS programmatic offering for the region. Clementina comes to IAS having previously worked on the DSP side, the latest being Amazon Advertising Platform, working both across the UK and EMEA.
Ben Geach, Senior Director, Global Product Strategy, Oracle Data Cloud
Ben leads Product Strategy for global markets at Oracle Data Cloud. He spent the last decade working with the world’s leading brands and most innovative agencies to ensure their digital marketing reaches the right consumer, at the right time, with the right message.
Raouf Ziri, Programmatic Operations Director, Outbrain
Raouf Joined Outbrain in April 2019 as Director of Global Programmatic Operations, where he is bring many years of experience to build operational excellence for Outbrain’s recent expansion into Native Programmatic. Prior to joining Outbrain, Raouf spent 5 years at Ligatus, as VP of Operations where he helped manage their expansion across Europe, and before that at Group M France as Head of Advertising Operations.
Graeme Lynch, Head of Demand, SpotX
Graeme Lynch is head of demand at SpotX, the leading video advertising platform unifying TV and digital video globally. In his current role, Lynch manages the multinational demand facilitation and demand operation teams responsible for working with SpotX’s demand partners including advertising agencies, brands and demand-side platforms (DSPs) across Europe. He is responsible for advising buyers on approaches to programmatic video, such as private marketplaces and Curated Marketplaces, as well over-the-top (OTT) television and mobile video advertising.
Lynch has more than fifteen years of advertising industry experience gained at companies including OMD, Fox Networks, Utarget.Fox, Specific Media and Adobe Ad Cloud (formerly TubeMogul). Most recently, he worked at addressable TV specialist Sorenson Media where he managed and developed the EU launch strategy, as well as managing relationships with agencies, broadcasters, and third party data providers. He joined SpotX in January in 2019.
TV is becoming increasingly data-enabled and buy- side and sell-side industry participants are gaining access to more and more viewer data. This enables new offerings of advanced TV attribution products to the market, allowing advertisers to match viewer outcomes (e.g. offline/online traffic or sales, brand metrics and TV tune-in) to TV advertising exposure with increasing levels of accuracy. To some extent, the TV industry is responding to developments in the online advertising market, where advertisers are able to see the impact of digital campaign touchpoints on online conversions and sales, often in real-time. Some digital campaign reports even offer the ability to track offline activity.
This report by the FreeWheel Council for Premium Video and MTM focuses on the emergent state of TV attribution in Europe: where it is today, the vendor landscape, broadcaster initiatives and the key challenges the industry will need to overcome in order for advanced TV attribution to reach its full potential. The report uses interviews with industry stakeholders to inform its findings. Interviewees include representatives from European media agencies, tech vendors, trade bodies and broadcaster / pay-TV sales houses.
Podcasts are still a relatively new addition to many media plans, and to a large extent, they’re unchartered territory for many brands. The surging popularity of podcasts, however, is hard to ignore, and is likely inciting FOMO into the heart’s of marketers around the globe who are eager to not get left behind, but still might be unclear on the tangible value they add.
Read the complete article here.
Boosting awareness and installs with Facebook mobile app
When this job search platform ran Facebook mobile app install ads, incremental installs increased by 21% and it measured a significant lift in preference compared to its competitors.
Access the full case study here.
Increasing intent to visit retail outlets with Facebook video ads
When the owner of some of the largest and most popular retail destinations in the UK complemented its festive TV ad campaign with engaging Facebook and Instagram video ads, it measured a 16-point increase in ad recall and an 8-point increase in intent to visit its centres.
Access the full case study here.
This first webinar in a series of two brought together industry experts to explore the challenges and opportunities that advertisers, agencies and publishers are facing.
Watch the webinar recording
Webinar panelists
Moderator: Liam Brennan, Global Director of Innovation, MediaCom
Liam is Global Director of Innovation at MediaCom, where he is helping develop business & digital transformation agendas with some of MediaCom’s largest clients through the use data, technology and start-ups as part of BLINK – a new strategic initiative designed to help clients harness the marketing innovation opportunity technology offers.
Over the past two years, the BLINK team has showcased over 250 tech companies and start-ups to MediaCom clients and worked on over 50 live projects for clients such as Mars, Coca-Cola, GSK and Warner Music. These projects have helped BLINK clients solve critical business challenges, and find innovative new partners that can be deployed across their internal teams and local markets to drive scalable growth. Liam has previously led the digital strategy for brands such as The Coca-Cola Company, Adidas Group, ASOS, Red Bull and Airbnb.
Agathe Rakowicz, Global Director, Programmatic Business, Outbrain
Agathe joined Outbrain in 2011, as a founding member of the french office where she set up and led the account management function for Outbrain France and then all of Southern Europe. In this role, Agathe was responsible for growing numerous global clients and was instrumental in successful product launches across Europe. In 2018 as Outbrain evolved to deliver a much broader proposition for Advertisers, Agathe stepped in as Global Programmatic Director, leading Outbrain growth through operational excellence and building new strategic partnerships. Most recently, Agathe joined the IAB Europe Programmatic Trading group as a Committee member.
Jeremy Varner, Head of Programmatic Partnerships, Taboola
Jeremy is the Global Head of Programmatic Partnerships at Taboola overseeing the expansion of Taboola’s programmatic business. He leads a team that is charged with onboarding and managing DSPs as well as partnering with the sales organization to drive successful programmatic partnerships for holding companies & agencies.
Jeremy has spent over 15 years in digital media with roles in sales, ad operations, & client services. Prior to Taboola, Jeremy was part of the leadership team at Taykey, which was acquired by Innovid in 2017, and was previously at Zynga where he was part of the founding team that launched the Zynga advertising business.
Currently, Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services.
Terence Robinson, Head of Ad Technology, BBC Global News
Terence joined the BBC in 2011 and is the Head of Ad Technology for BBC Global News, who manages a team responsible for the integration and management of the digital commercial systems, including CRM, Order Management, Ad Serving, Audience and Programmatic.
Terence has spent 15 years in digital advertising, holding roles in Ad Operations, Data Science and Pricing and Inventory Management.
Find out more about the second webinar in this series here.
IAB Europe members interested in speaking in our webinars please contact Marie-Clare Puffett (puffett@iabeurope.eu) and Helen Mussard (mussard@iabeurope.eu)
This webinar aimed to build on the Blockchain Demystified white paper published in April and delve deeper – in an impartial way – into a technology that has the potential to revolutionise the digital advertising industry. Its promises, its shortcomings, and essentially its future were dissected by a roster of experts in the field, from both Europe and the US.
Please watch the recording below and download the deck here.
IAB Europe would like to thank the Moderator of this webinar, Anton Kopytov, and the stellar roster of speakers Toccara Baker, Tom Kershaw, Jason Manningham, Shailley Singh, and Samuel Zwaan, who have joined us today an delivered a truly exciting insight into blockchain.
Participants:
Moderator and speaker
Anton Kopytov, Partner Technology Consulting, Mindshare Worldwide and Chair of the IAB Europe Research Committee
Speakers
Toccara Baker, Senior Product Marketing Manager, Ad Cloud, EMEA, Adobe
Tom Kershaw, Chief Technology Officer, Rubicon Project
Jason Manningham, General Manager, Blockgraph (part of FreeWheel)
Shailley Singh, Vice President, Product Management, IAB Tech Lab
Samuel Zwaan, EU Product Lead Programmatic Advertising, eBay
For more information please contact Alex Macarescu
Our Chief Economist, Dr. Daniel Knapp, provided a deep dive into digital audio advertising across Europe including an overview of the trends, developments, challenges and opportunities for this emerging advertising channel. Watch the recording and download the slides from this event below.
This edition of the Forum was hosted by IAB Europe member, S4M in Paris on 18th September with a virtual audience as well.
IAB Europe’s Economic Trends Forum offers market analysis and industry insights for our corporate members and network of National IABs. Every 8 weeks, a webinar or face to face event will be hosted. Free for members to attend, each forum will focus on a different industry topic with a detailed analysis of the marketplace.
The next Economic Trends Forum will focus on Connected TV in November (exact date TBC). Watch this space or sign up to our newsletter on our homepage for more information.
Economic Trends Forum Digital Audio Advertising Slides
Economic Trends Forum Digital Audio Advertising Recording
Simon Ejdemyr, Data Scientist at Facebook, explains how to develop machine learning-based approaches for measuring campaign performance.
As the media landscape continues to grow more complicated, advertisers need to be innovative in how they measure their campaigns. With its ability to quickly interpret data and predict results, machine learning is an exciting technology that can help marketers combat complexity and understand performance.
Download the document here and make sure to visit Facebook IQ for more powerful and actionable insights on consumer behaviour, marketing, and measurement.
The second edition of the annual IAB Europe Human Capital in the Digital Environment Report highlights a series of findings which come to support the efforts of the industry to combat the skill gap and talent shortage currently affecting it.
Employers continue to focus recruitment on technical roles, with programmatic and analytics the most sought-after skills (59% and 51%, respectively), followed by social media positions and cross-media (44% and 43%, respectively).
The main barrier to recruitment in digital is by far the shortage of available talent (75% of respondents having marked this as critical). This is followed by the salary expectations of candidates that do come forward (cited as a main hurdle by 54% of respondents). A smaller pool of available candidates translates into a greater demand, which, in turn, means that those candidates who do pass the scrutiny of recruiters, have high salary expectations.
Training levels within companies are not spectacular, for either junior- or senior-level staff with the majority of respondents reporting that only fewer than 30% of the employees in their organisation have received training in the past 12 months. The outlook on training budgets is not particularly bright either. 44% of respondents are optimistic about budgets growing, whereas 30% estimate that training budgets will stagnate.
Potentially as a result, the appetite for training remains high, with over 90% of respondents willing to take courses, even if they have to pay out-of-pocket for them.
In terms of skills, employers and candidates are largely aligned. Programmatic and analytics rank highest on the list of what candidates believe employers are most interested in (55% and 51%, respectively). Soft skills also sit on a top position (41%), again reflecting the needs expressed by employers.
The following industry experts explain the key trends that they think will impact the future of digital advertising from the use of data and metrics, importance of creative to emerging media channels.
Watch the other IAB Europe Explains videos:
The following industry experts explain the key opportunities in programmatic advertising for buy and sell-side stakeholders, the challenges that exist from transparency to media quality.
Check out IAB Europe's Supply Chain Transparency Guide which provides questions for each stakeholder category to be asked at different stages of the supply chain.
Watch the other IAB Europe Explains videos:
The following industry experts explain how programmatic advertising works, what a DSP, SSP and DMP is, types of data available, how to use data in programmatic and the buying models available.
Watch the other IAB Europe Explains videos:
The following industry experts explain what digital advertising is, how the market is evolving, market size and growth in this IAB Europe Explains video:
Watch the other IAB Europe Explains videos:
Want a simple and sensible explanation on different industry topics, challenges and emerging trends? Introducing ‘IAB Europe Explains’... This new initiative brings together industry experts from our membership to provide the explanations that will help you make sense of our ever evolving and changing ecosystem!
The first videos in this series explain (click on the links to access the videos):
The videos range from 5 to 10 minutes long so you can sit back, grab a coffee and become an industry expert in no time.
Crowne Plaza had three key business objectives: find and own the ‘business traveller’ audience, raise awareness and drive favourability of the Crowne Plaza brand, and ultimately disrupt the hotel category.
Based on Verizon Media's trusted audience insights, a section of Huffpost’s audience was identified that was the perfect match for Crowne Plaza’s modern ‘business traveller’ audience, overlapping across professional demographics and core interest categories
Click here to download the case study
As the largest independent demand-side platform (DSP), The Trade Desk has one of the most ubiquitous cookie footprints in the world. As a key industry initiative to help make advertising better for everyone, they are giving away our proprietary cookie ID for free with the unified ID solution. By letting any other DSP, supply-side platform (SSP), data management platform (DMP), or data provider match audience data using one of the most prevalent IDs in the ecosystem, we’re providing the best opportunity to scale a truly universal ID.
PubMatic was an early adopter of the unified ID solution. Like The Trade Desk, they saw the benefits of a cookie consolidation solution from both the SSP and consumer perspectives.
Click here to download the case study
All Nippon Airways (ANA), one of Japan’s largest airlines, wanted to increase brand awareness and tap into cultures and communities to engage with leisure travellers, ultimately becoming the trusted guide on how best to enjoy Japan.
See the solution provided by Verzion Media by downloading the case study below
NatWest wanted to help tackle gender inequality within business and become the go-to bank for women who want to start or grow their own business.
Download the case study below to see what solution Verizon Media found.
On 9th November, IAB Europe hosted the H2 2022 Virtual Programmatic Day, and with almost 700 people in attendance, it was a huge success!
The Virtual Programmatic Day (VPD) brought together industry experts and thought leaders to explore the latest trends, drivers, and barriers impacting programmatic trading in Europe. From the latest attitudes to programmatic advertising stats and programmatic without cookies to diversity and inclusion and what to expect for 2023, our series of panel discussions and keynote presentations covered everything you need to know in programmatic today.
In this post, you will find an overview of each of the sessions, as well as the video recordings for you to view in your own time. Enjoy!
Keynote: The European Programmatic Advertising Landscape & Attitudes Towards Programmatic Advertising
In this keynote presentation, Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee shared the latest insights on the development of programmatic in Europe and revealed the latest buy-side and sell-side drivers, barriers and strategies from the latest Attitudes to Programmatic Advertising Report.
Watch the session recording here
Panel Discussion with Audience Q&A: The European Programmatic Advertising Landscape
Following an overview of the key trends, drivers and challenges, this panel dove into the latest on the Programmatic Advertising landscape in Europe. The panel discussed how the industry is coming together to overcome the key barriers to investment and what the key opportunities are.
This panel was moderated by Nick Welch, Head of Programmatic, EMEA, IAS & Chair of IAB Europe’s Programmatic Trading Committee who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Programmatic Without Cookies
This panel dove into different stakeholders’ views on programmatic outcomes and the challenges faced with going into a cookieless world. It discussed the metrics that are being worked towards and how else we can educate on different metrics in our industry.
This panel was moderated by Travis Clinger, SVP, Addressability and Ecosystem, LiveRamp, who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Diversity & Inclusion: How can we help each other be more diverse and progress the conversation
This panel addressed how we can demand and drive more diversity and inclusion in the European digital advertising industry. It dove into how we are doing today and what we can do to support each other to continue to improve.
This panel was moderated by Maya Tank, Client Partner, DoubleVerify who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A – Tackling 2023 – The Big Themes Coming Up
This panel explored the big industry trends we need to be familiar with and the themes that we should be focusing on as we enter 2023 and beyond.
This panel was moderated by Andrew Hayward-Wright, Group Commercial Director Strategic Partnerships, SeenThis and Programmatic & Sustainability Advisor, IAB Europe who was joined by:
Watch the session recording here
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