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IAB Europe Webinar Deck: Digital Brand Advertising and Measurement

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IAB Europe Webinar Deck: Digital Brand Advertising and Measurement

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IAB Europe Webinar Deck: Digital Brand Advertising and Measurement

  1. 1. IAB EUROPE WEBINAR DIGITAL BRAND ADVERTISING & MEASUREMENT 6 SEPTEMBER 2018 Welcome to the webinar – we will begin shortly
  2. 2. MODERATOR & PRESENTER TODAY’S PANELISTS Christer Ljones Vice-Chair, IAB Europe Brand Advertising Committee and Head of Product Strategy, Schibsted Estelle Reale Marketing Director EMEA, Sublime Skinz Clementina Piazza Programmatic Director EMEA, Integral Ad Science Phil Sumner Global Media Insights Director, Teads Anton Kopytov Partner, Technology Consultant, Mindshare Worldwide
  3. 3. Brand advertising and measurement priorities Cross-media measurement Brand safety and fraud key to quality advertising Viewability remains a key driver Audience data availability in programmatic trading Brand KPIs important for digital campaigns 2 1 3 4 5
  4. 4. Cross-media measurement remains top of mind Cross-media evaluation A better understanding of how online channels can work for brand advertising in combination with other media Identification of an agreed core set of effectiveness KPIs such as brand awareness or purchase intent Standardised reach and frequency metrics to measure campaigns An industry-wide online measurement currency 2018 – 86%; 2017 – 89% 2018 – 83%; 2017 – 85% 2018 – 75%; 2017 – 75% 2018 – 82%; 2017 – 82% 2018 – 82%; 2017 – 82%
  5. 5. Brand safety and ad fraud key to quality advertising environments More than three quarters of the respondents state that brand safety and invalid traffic are most important to defining the quality of the ad environment.
  6. 6. Reach and viewability determine the quality of a contact More than 80% of stakeholders ranked reach and viewability as important measures to determine the quality of a contact
  7. 7. Brand KPIs important for digital campaigns Brand awareness and purchase intent remain top KPIs for digital brand advertising campaigns
  8. 8. However there is a mismatch between vision and reality Vision Reality 88% Purchase intent 44% 79% Sales 47% 77% Direct site visits 36%
  9. 9. Audience data availability in programmatic trading Programmatic trading is now mainstream and driving the need for real-time metrics.More than 80% of the respondents want to see industry-agreed audience data available in programmatic trading tools.
  10. 10. MODERATOR & PRESENTER TODAY’S PANELISTS Christer Ljones Vice-Chair, IAB Europe Brand Advertising Committee and Head of Product Strategy, Schibsted Estelle Reale Marketing Director EMEA, Sublime Skinz Clementina Piazza Programmatic Director EMEA, Integral Ad Science Phil Sumner Global Media Insights Director, Teads Anton Kopytov Partner, Technology Consultant, Mindshare Worldwide Panel discussion
  11. 11. Contact Marie-Clare Puffett, Business Programmes Manager puffett@iabeurope.eu @iabeurope /iab-europe www.iabeurope.eu

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