This document summarizes Randall Rothenberg's presentation on digital advertising and the case for global standards at the Digital Winners Conference in Oslo, Norway. Some key points:
1) Norway has extraordinarily high per capita digital ad spending but the Scandinavian digital ad market is slowing.
2) Mobile advertising is growing rapidly globally but Norway's mobile ad growth lags behind the U.S.
3) Programmatic advertising is widely adopted in the U.S. but has yet to take off significantly in Norway.
4) The IAB has established many standards that have helped grow the digital advertising industry, especially in areas like video, mobile, and metrics, but more global standards are still
New fronts video ad spend report - IAB - 2017Romain Fonnier
This document reports on findings from a study about digital video advertising spend conducted in March-April 2017. Some key highlights:
- Advertisers are spending on average over $9 million annually on digital/mobile video advertising, representing a 67% increase over the past two years.
- Over half of digital ad budgets are now being allocated to video. Spending on original digital video content in particular has nearly doubled since 2015.
- Advertisers anticipate increasing their spending on digital and mobile video over the next 12 months while maintaining TV spend levels. Primary sources of increased funding will come from TV and expanded budgets.
Digital ad spending in Spain grew 9.1% in 2017 to €1,708.1 million, with digital now accounting for 31% of total media spending. Search maintained the majority at 51% while display dropped to 35.6%. The top spending sectors were automotive, retail, and food/drink. Investment increased in multi-device campaigns while desktop and mobile-only campaigns declined. Programmatic buying has not significantly increased, reaching 21.2% for display and 15.2% for video. DOOH grew almost 60% and digital audio was 0.3% of total digital spending. Trends indicate minimum 10% growth, programmatic reaching 25%, and video/native formats increasing share.
The document summarizes key findings from the IAB Hungary Adex 2016 digital ad spend study. It provides data on Hungary's digital advertising market from 2013-2016, including total ad spend which grew 22% in 2016 to 68.4 billion HUF. It breaks down spending by format such as display, search, listing and email. Mobile ad spend saw strong 79% growth and now accounts for 30% of total digital spend. Global media players accounted for over 50% of digital ad spend for the first time.
The document summarizes the key findings from the 2015 BrightRoll and IAB Canada Advertising Agency Survey. The survey found:
1) Digital video is becoming more mainstream, with more RFPs including a video component.
2) Agencies believe online video advertising can be as or more effective than television advertising.
3) Confidence in programmatic advertising is growing, with agencies planning to dedicate more budgets to programmatic.
4) Agencies view completed views, conversions, and brand lift as the most important metrics for success.
5) Targeting is seen as the most valuable aspect of digital video advertising.
6) Spending on mobile and tablet video is expected to see the largest increases
IAB internet advertising revenue report 2016FrenchWeb.fr
This document is a summary report from PwC and the IAB on internet advertising revenues for 2016. Some key findings include:
- Total internet advertising revenues in the US were $72.5 billion for 2016, up 21.8% from 2015.
- Mobile advertising surpassed desktop advertising for the first time, accounting for 50.52% of total revenues.
- Digital audio debuted as a new standalone category with $1.1 billion in revenues.
- The top 10 advertising companies commanded 73% of total fourth quarter revenues, though this concentration has remained relatively stable over the past decade.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
IAB Netherlands - Deloitte Programmatic Advertising 2018 ReportIAB Europe
The document summarizes a report by the IAB Netherlands on programmatic advertising in the country. It found that programmatic ad spending grew 11% in 2018 to 292 million euros and is forecast to increase 8% in 2019. It also saw increases in mobile programmatic spending, use of premium formats like video, and header bidding. Industry leaders commented that GDPR did not significantly impact growth and that programmatic is shifting to focus more on branding and audience targeting.
New fronts video ad spend report - IAB - 2017Romain Fonnier
This document reports on findings from a study about digital video advertising spend conducted in March-April 2017. Some key highlights:
- Advertisers are spending on average over $9 million annually on digital/mobile video advertising, representing a 67% increase over the past two years.
- Over half of digital ad budgets are now being allocated to video. Spending on original digital video content in particular has nearly doubled since 2015.
- Advertisers anticipate increasing their spending on digital and mobile video over the next 12 months while maintaining TV spend levels. Primary sources of increased funding will come from TV and expanded budgets.
Digital ad spending in Spain grew 9.1% in 2017 to €1,708.1 million, with digital now accounting for 31% of total media spending. Search maintained the majority at 51% while display dropped to 35.6%. The top spending sectors were automotive, retail, and food/drink. Investment increased in multi-device campaigns while desktop and mobile-only campaigns declined. Programmatic buying has not significantly increased, reaching 21.2% for display and 15.2% for video. DOOH grew almost 60% and digital audio was 0.3% of total digital spending. Trends indicate minimum 10% growth, programmatic reaching 25%, and video/native formats increasing share.
The document summarizes key findings from the IAB Hungary Adex 2016 digital ad spend study. It provides data on Hungary's digital advertising market from 2013-2016, including total ad spend which grew 22% in 2016 to 68.4 billion HUF. It breaks down spending by format such as display, search, listing and email. Mobile ad spend saw strong 79% growth and now accounts for 30% of total digital spend. Global media players accounted for over 50% of digital ad spend for the first time.
The document summarizes the key findings from the 2015 BrightRoll and IAB Canada Advertising Agency Survey. The survey found:
1) Digital video is becoming more mainstream, with more RFPs including a video component.
2) Agencies believe online video advertising can be as or more effective than television advertising.
3) Confidence in programmatic advertising is growing, with agencies planning to dedicate more budgets to programmatic.
4) Agencies view completed views, conversions, and brand lift as the most important metrics for success.
5) Targeting is seen as the most valuable aspect of digital video advertising.
6) Spending on mobile and tablet video is expected to see the largest increases
IAB internet advertising revenue report 2016FrenchWeb.fr
This document is a summary report from PwC and the IAB on internet advertising revenues for 2016. Some key findings include:
- Total internet advertising revenues in the US were $72.5 billion for 2016, up 21.8% from 2015.
- Mobile advertising surpassed desktop advertising for the first time, accounting for 50.52% of total revenues.
- Digital audio debuted as a new standalone category with $1.1 billion in revenues.
- The top 10 advertising companies commanded 73% of total fourth quarter revenues, though this concentration has remained relatively stable over the past decade.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
IAB Netherlands - Deloitte Programmatic Advertising 2018 ReportIAB Europe
The document summarizes a report by the IAB Netherlands on programmatic advertising in the country. It found that programmatic ad spending grew 11% in 2018 to 292 million euros and is forecast to increase 8% in 2019. It also saw increases in mobile programmatic spending, use of premium formats like video, and header bidding. Industry leaders commented that GDPR did not significantly impact growth and that programmatic is shifting to focus more on branding and audience targeting.
Global mobile advertising revenue increased 65% year-over-year to €24 billion in 2014. Display advertising expanded its share while messaging declined. Mobile display advertising grew faster than other formats. North America remained the largest market but saw only minor changes in its share of global revenue. The report provides an analysis of mobile advertising revenue and growth trends by region and format in 2013 and 2014.
Digital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAMIAB Europe
Digital advertising in France grew 7% in 2016 to €3.5 billion, with display growing 14.5% to €1.2 billion and accounting for 35% of digital spending. Programmatic now dominates display, accounting for 53% of spending. Video format grew strongly at 35% while classic display declined. Mobile continued rising, reaching 41% of digital thanks to social and search growth. Programmatic and social networks were the primary drivers of display and mobile growth.
The document summarizes key findings from the 2015 Ad Blocking Report by PageFair and Adobe. It finds that:
- Global ad blocking grew 41% year-over-year, reaching 198 million monthly active users in Q2 2015.
- Ad blocking rose 48% in the US over the past year to 45 million monthly active users in Q2 2015, and grew 35% in Europe to 77 million users.
- An estimated $21.8 billion of ad revenue was blocked globally in 2015, with the US projected to lose $10.7 billion and the global cost seen reaching $41.4 billion by 2016.
- Gaming websites saw higher ad blocking rates while health, charity
Adobe Digital Index Q4 2015 Advertising ReportAdobe
Paid search growth slowed in Q4 2015 as both Google and Bing showed slower growth. Mobile search spending increased helping to close the "mobile gap" as smartphone CPCs were 24% less than desktop. For US retailers over Thanksgiving weekend, paid search contributed 10% more revenue than direct traffic and revenue grew faster for paid search than direct traffic. Display advertising costs rose sharply at the end of each quarter and over Thanksgiving weekend for retailers.
1) TV Everywhere (TVE) viewing continues to shift to connected TV devices like Apple TV and Roku, which saw 18% growth last quarter. Authenticated video viewing doubled year-over-year.
2) While the number of households using TVE grew 8% year-over-year, penetration remains around 12-14% of pay-TV subscribers, indicating room for more customer acquisition.
3) Viewing frequency of TVE content increased across all genres last quarter, driving a 37% rise in viewing compared to the previous quarter. Teens & Toons sees high mobile viewing while movies are preferred on larger screens.
The document provides an analysis of online advertising expenditure (AdEx) in Europe in 2011. Some of the key findings include:
- Total online advertising spend in Europe reached €20.9 billion in 2011, up 14.5% from 2010, outpacing overall ad growth of 0.8%.
- The top 10 markets by spend were UK, Germany, France, Italy, Netherlands, Russia, Spain, Sweden, Norway, and Denmark. Russia saw the most significant change, surpassing Spain as the sixth largest market.
- Central and Eastern European markets grew faster than Western Europe, with Russia and Croatia seeing over 40% growth. Overall CEE markets increased their share of European online ad spend.
#FutureinFocus examines how the latest trends in PC online usage, display advertising, online video, mobile usage that are shaping the Canadian digital marketplace and what it means for the year ahead... (via comScore)
The Bulgarian online advertising market grew 27% in 2016 with total revenues of 22.8 million BGN. Display advertising excluding mobile and video grew 26% to 10.9 million BGN, while mobile display grew 85% and search grew 26%. Programmatic advertising, as part of net display advertising, grew 90% between 2015 and 2016 and accounted for 12% of display in 2016.
Ignition one - digital marketing report - Q3 2015Romain Fonnier
Les dépenses Search continuent de croître …
Le Search Mobile connaît une croissance plus lente …
Yahoo Gemini amène des changements …
Facebook dépasse Google vis-à-vis des coûts publicitaires …
Le display programmatique indique une tendance pour le remarketing …
IAB Netherlands & DDMA - Report on Paid Search AdvertisingIAB Europe
This is the third edition of the Dutch National Search Study from IAB Netherlands and DDMA. The ambition of this study was to arm agencies and advertisers with the insights they need to make strategic decisions.
This document provides a summary of online advertising spend in Europe in 2016. Some key points:
- Total online ad spend in Europe grew 12.3% to €41.9 billion in 2016, with display format growing the fastest at 15.6%.
- The top 10 markets accounted for 77.7% of total spend, led by the UK with €14.2 billion, more than double the next largest, Germany.
- Growth was strongest in smaller Central and Eastern European markets like Romania, Slovenia and Ireland, while Western European markets saw more modest single-digit growth.
- Mobile advertising continued to rise rapidly, accounting for one-third of search spending and nearly one-quarter of display
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...IAB Europe
This document summarizes a presentation on a virtual reality study conducted by Oath to analyze consumer behavior and brand recall in virtual reality environments. The study tested different ad placements in a virtual smart home and found that product placements generated the highest brand recall. It also found that an augmented reality ad for cheese in the virtual fridge led to a 22% increase in virtual cheese purchases. Additionally, brand recall for a TV ad decreased as other ad placements like banners and audio ads were added. The presentation demonstrates the potential for virtual reality to engage consumers and drive sales, as well as the ability to precisely measure consumer attention and behavior.
IAB Netherlands report - Online ad spend report 2016IAB Europe
The document is an IAB report on online advertising spend in the Netherlands in 2016. It provides the following key points:
- Online advertising spend increased 11% in 2016, totaling 1.683 billion Euros. Search advertising grew 12% and remained the largest category with 45% market share. Display advertising grew 11% and classifieds grew 9%.
- Mobile, online video, and social advertising grew the fastest at 34%, 25%, and 42% respectively, reflecting increasing time spent on digital platforms. Programmatic advertising grew 20% and now accounts for 33% of display revenues.
- Online advertising is on track to surpass traditional media and become the largest advertising category in the Netherlands as soon as 2017
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital 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 practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
This document provides a summary of a webinar on mobilizing customers through the purchasing funnel. The webinar was presented by Stéphanie Viriot from Gemalto and discussed Gemalto's views on mobile customer relationship management and the results of an end-user survey on perceptions of mobile marketing. The survey identified key blockers and drivers of mobile marketing from an end-user perspective. Viriot then outlined the 5 key steps to achieving success in mobile marketing and shared case studies focusing on key learnings.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
This document provides an overview of the IAB (Interactive Advertising Bureau) and trends in digital advertising. Some key points:
- The IAB represents over 600 member companies and aims to empower the media and marketing industries.
- Mobile advertising now accounts for 25% of digital ad revenue and grew over 75% in 2014, with global mobile ad revenue tripling from 2012-2014.
- Video viewing is rising rapidly, with a 31% increase in unique streamers from 2014-2015 and time spent with digital video up 22% in that period.
- Programmatic buying is growing quickly but challenges remain around terminology, opacity, and complexity.
- Native advertising is a form of paid content
Create - Day 2 - 13:30 - Programmatic 101 with David Frew, IAB UKPerformanceIN
This document discusses programmatic advertising and issues related to it. It provides definitions of key terms like programmatic trading. It also summarizes data on the growth of programmatic advertising in the UK, finding that it accounted for 45% of online display advertising in 2014, up from 28% in 2013. The document also examines factors that may continue driving future growth of programmatic and discusses some concerns of media owners, like fraud, data leakage, and lack of viewability standards.
Global mobile advertising revenue increased 65% year-over-year to €24 billion in 2014. Display advertising expanded its share while messaging declined. Mobile display advertising grew faster than other formats. North America remained the largest market but saw only minor changes in its share of global revenue. The report provides an analysis of mobile advertising revenue and growth trends by region and format in 2013 and 2014.
Digital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAMIAB Europe
Digital advertising in France grew 7% in 2016 to €3.5 billion, with display growing 14.5% to €1.2 billion and accounting for 35% of digital spending. Programmatic now dominates display, accounting for 53% of spending. Video format grew strongly at 35% while classic display declined. Mobile continued rising, reaching 41% of digital thanks to social and search growth. Programmatic and social networks were the primary drivers of display and mobile growth.
The document summarizes key findings from the 2015 Ad Blocking Report by PageFair and Adobe. It finds that:
- Global ad blocking grew 41% year-over-year, reaching 198 million monthly active users in Q2 2015.
- Ad blocking rose 48% in the US over the past year to 45 million monthly active users in Q2 2015, and grew 35% in Europe to 77 million users.
- An estimated $21.8 billion of ad revenue was blocked globally in 2015, with the US projected to lose $10.7 billion and the global cost seen reaching $41.4 billion by 2016.
- Gaming websites saw higher ad blocking rates while health, charity
Adobe Digital Index Q4 2015 Advertising ReportAdobe
Paid search growth slowed in Q4 2015 as both Google and Bing showed slower growth. Mobile search spending increased helping to close the "mobile gap" as smartphone CPCs were 24% less than desktop. For US retailers over Thanksgiving weekend, paid search contributed 10% more revenue than direct traffic and revenue grew faster for paid search than direct traffic. Display advertising costs rose sharply at the end of each quarter and over Thanksgiving weekend for retailers.
1) TV Everywhere (TVE) viewing continues to shift to connected TV devices like Apple TV and Roku, which saw 18% growth last quarter. Authenticated video viewing doubled year-over-year.
2) While the number of households using TVE grew 8% year-over-year, penetration remains around 12-14% of pay-TV subscribers, indicating room for more customer acquisition.
3) Viewing frequency of TVE content increased across all genres last quarter, driving a 37% rise in viewing compared to the previous quarter. Teens & Toons sees high mobile viewing while movies are preferred on larger screens.
The document provides an analysis of online advertising expenditure (AdEx) in Europe in 2011. Some of the key findings include:
- Total online advertising spend in Europe reached €20.9 billion in 2011, up 14.5% from 2010, outpacing overall ad growth of 0.8%.
- The top 10 markets by spend were UK, Germany, France, Italy, Netherlands, Russia, Spain, Sweden, Norway, and Denmark. Russia saw the most significant change, surpassing Spain as the sixth largest market.
- Central and Eastern European markets grew faster than Western Europe, with Russia and Croatia seeing over 40% growth. Overall CEE markets increased their share of European online ad spend.
#FutureinFocus examines how the latest trends in PC online usage, display advertising, online video, mobile usage that are shaping the Canadian digital marketplace and what it means for the year ahead... (via comScore)
The Bulgarian online advertising market grew 27% in 2016 with total revenues of 22.8 million BGN. Display advertising excluding mobile and video grew 26% to 10.9 million BGN, while mobile display grew 85% and search grew 26%. Programmatic advertising, as part of net display advertising, grew 90% between 2015 and 2016 and accounted for 12% of display in 2016.
Ignition one - digital marketing report - Q3 2015Romain Fonnier
Les dépenses Search continuent de croître …
Le Search Mobile connaît une croissance plus lente …
Yahoo Gemini amène des changements …
Facebook dépasse Google vis-à-vis des coûts publicitaires …
Le display programmatique indique une tendance pour le remarketing …
IAB Netherlands & DDMA - Report on Paid Search AdvertisingIAB Europe
This is the third edition of the Dutch National Search Study from IAB Netherlands and DDMA. The ambition of this study was to arm agencies and advertisers with the insights they need to make strategic decisions.
This document provides a summary of online advertising spend in Europe in 2016. Some key points:
- Total online ad spend in Europe grew 12.3% to €41.9 billion in 2016, with display format growing the fastest at 15.6%.
- The top 10 markets accounted for 77.7% of total spend, led by the UK with €14.2 billion, more than double the next largest, Germany.
- Growth was strongest in smaller Central and Eastern European markets like Romania, Slovenia and Ireland, while Western European markets saw more modest single-digit growth.
- Mobile advertising continued to rise rapidly, accounting for one-third of search spending and nearly one-quarter of display
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...IAB Europe
This document summarizes a presentation on a virtual reality study conducted by Oath to analyze consumer behavior and brand recall in virtual reality environments. The study tested different ad placements in a virtual smart home and found that product placements generated the highest brand recall. It also found that an augmented reality ad for cheese in the virtual fridge led to a 22% increase in virtual cheese purchases. Additionally, brand recall for a TV ad decreased as other ad placements like banners and audio ads were added. The presentation demonstrates the potential for virtual reality to engage consumers and drive sales, as well as the ability to precisely measure consumer attention and behavior.
IAB Netherlands report - Online ad spend report 2016IAB Europe
The document is an IAB report on online advertising spend in the Netherlands in 2016. It provides the following key points:
- Online advertising spend increased 11% in 2016, totaling 1.683 billion Euros. Search advertising grew 12% and remained the largest category with 45% market share. Display advertising grew 11% and classifieds grew 9%.
- Mobile, online video, and social advertising grew the fastest at 34%, 25%, and 42% respectively, reflecting increasing time spent on digital platforms. Programmatic advertising grew 20% and now accounts for 33% of display revenues.
- Online advertising is on track to surpass traditional media and become the largest advertising category in the Netherlands as soon as 2017
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital 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 practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
This document provides a summary of a webinar on mobilizing customers through the purchasing funnel. The webinar was presented by Stéphanie Viriot from Gemalto and discussed Gemalto's views on mobile customer relationship management and the results of an end-user survey on perceptions of mobile marketing. The survey identified key blockers and drivers of mobile marketing from an end-user perspective. Viriot then outlined the 5 key steps to achieving success in mobile marketing and shared case studies focusing on key learnings.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
This document provides an overview of the IAB (Interactive Advertising Bureau) and trends in digital advertising. Some key points:
- The IAB represents over 600 member companies and aims to empower the media and marketing industries.
- Mobile advertising now accounts for 25% of digital ad revenue and grew over 75% in 2014, with global mobile ad revenue tripling from 2012-2014.
- Video viewing is rising rapidly, with a 31% increase in unique streamers from 2014-2015 and time spent with digital video up 22% in that period.
- Programmatic buying is growing quickly but challenges remain around terminology, opacity, and complexity.
- Native advertising is a form of paid content
Create - Day 2 - 13:30 - Programmatic 101 with David Frew, IAB UKPerformanceIN
This document discusses programmatic advertising and issues related to it. It provides definitions of key terms like programmatic trading. It also summarizes data on the growth of programmatic advertising in the UK, finding that it accounted for 45% of online display advertising in 2014, up from 28% in 2013. The document also examines factors that may continue driving future growth of programmatic and discusses some concerns of media owners, like fraud, data leakage, and lack of viewability standards.
La Próxima Revolución Digital por Randall Rothenberg, Presidente & CEO, IABeMarketingHoy
Randall Rothenberg, actualmente, CEO y Presidente de IAB (Interactive Advertising Bureau), a nivel global, organización comprometida con el desarrollo de la industria del Mercadeo y la Publicidad Digital, con presencia en más de 23 países alrededor del mundo habla sobre el estado de la publicidad digital en Colombia.
En 2007, fue Director Senior de Capital Intelectual de Booz Allen Hamilton, en la cual supervisó las Áreas de Desarrollo de Negocios, Gestión de Conocimientos y Actividades de Liderazgo del Pensamiento. Antes de ingresar a Booz Allen, donde superviso el desarrollo de negocios, gestión del conocimiento y pensó en actividades de liderazgo. Así mismo trabajó en el diario The New York Times, como editor de tecnología y editor de política de la revista dominical, escribió una columna diaria sobre publicidad, y fue reportero de medios y marketing.
Es autor de la obra Where the Suckers Moon: An Advertising Story, una crónica acerca del nacimiento, evolución y muerte de una campaña publicitaria. Obtuvo un título en estudios clásicos de la Universidad de Princeton y en la actualidad reside en la ciudad de Nueva York.
Rothenberg trabajó seis años en el The New York Times, donde fue editor de economía y política. Durante 10 años, fue columnista de marketing y medios para Advertising Age y continuo con esta labor en su blog www.randallrothenberg.com.
ValueClick Media's Director of Video Strategy, Dan Alexander, offers four tips for cross-platform marketers to maximize their digital video ROI. Before digital video, TV was one of the few visual mediums where advertisers knew that when they bought air time, they were getting a specific audience, at a precise time, for a determined spend. While navigating the current video landscape can be unnerving for both traditional and digital marketers – often unsure of what they are getting in return for their time and spend – digital video is where top brands are progressively allocating their advertising budgets.
Now is the time to grow your video comfort zone to meet increasing demand. Learn the 4 essential questions to ask your video ad provider.
The BrightRoll research team and IAB Canada are committed to understanding what matters most to Canadian advertising agencies.
Year-over-year, we mine for insights into trends and topics that deserve more attention. How do agencies allocate media budgets? How have agency RFPs changed over time? What metrics are most frequently used to measure success? It is our goal to uncover interesting, relevant, and valuable insights that video advertisers may use to grow their business.
This document summarizes the key findings of the 2014 Hungarian Digital Ad Spend Study conducted by IAB Hungary. It grew 20% year-over-year to 49.45 billion HUF. Display advertising was the largest segment at 18.645 billion HUF, followed by search at 16.8 billion HUF. Mobile advertising saw the strongest growth of 143% to 4.722 billion HUF. The report also found advertisers are increasingly shifting budgets to mobile and that local digital ad spending is growing faster than global players in Hungary.
This document discusses how programmatic advertising is transforming the digital advertising industry. It provides an overview of how programmatic advertising works, how media buying has changed from the past where it was just advertisers and publishers to today where there are technology platforms leveraging data. It discusses trends in the industry like growth in programmatic spending, shift to mobile and video. It also covers challenges and opportunities for advertisers in using programmatic like having in-house capabilities and finding partners.
This document analyzes ad blocking rates and the impact on video monetization globally based on a study of 1 billion devices from April to June 2015. Some key findings include: 62% of desktop video time in Germany is not monetized due to ad blocking, compared to 26% in the US and 43% in Canada. Time spent watching digital video is increasing rapidly across all ages and devices. The rise of ad blocking threatens significant lost revenue for publishers, estimated at 35% in Germany and 25% in the US. Ad blocking is highest in developed markets but is expected to grow substantially in emerging economies.
- Digital media operations saw 21% revenue growth while reducing expenses from prior year and beating plan. Key priorities are profitability, growth, audience growth, platform stability, and developing expertise in new platforms.
- Traffic and video streams grew significantly year-over-year. Ad sales revenue also grew 38% over prior year and is expected to exceed budget by 9%. The company is focusing on growing platforms beyond the web like long-form video and emerging platforms.
Always on – CPL in a programmatic world B2B Marketing
Kingpin is a London-based B2B tech marketing agency with over 100 years of combined marketing experience across their 17-person team. They conducted a content marketing campaign for Arcserve, a data backup and recovery company, to build awareness of Arcserve's new Unified Data Protection product. Through a content audit and refresh, Kingpin created a variety of content assets and used targeted digital advertising and video syndication to drive traffic. The campaign was highly successful, generating a 500% increase in click-through rates, 58% increase in trials, and 90% reduction in customer acquisition costs. Video content in particular engaged audiences, accounting for 58% of interactions on Arcserve's landing page.
This document provides a summary and recommendation regarding WAN's digital strategy and growth opportunities. It finds that WAN is currently underperforming digitally but is uniquely positioned to capitalize on growing video and mobile trends through short-form video content. It recommends that WAN invest in building out a video production team, multi-channel publishing platform, and mobile apps to focus on video and launch new content verticals nationally. It also recommends exiting the Yahoo7 partnership and acquiring PerthNow to implement the new video-led strategy across more assets. The recommendation is for WAN to transition to a digital strategy centered around short-form video to drive audience and revenue growth.
comScore provides cross-platform audience and advertising measurement solutions. Its products integrate various data sources to meet industry needs such as measuring unduplicated audience reach, advertising effectiveness, and invalid traffic. comScore collects over 1.7 trillion digital interactions per month from a variety of panels and census-level data to provide precise, large-scale insights. The document discusses trends in digital media consumption and advertising, including the importance of measuring across devices and platforms to understand total audience reach and the superior effectiveness of targeted mobile ads compared to desktop. It emphasizes the need for viewability, brand safety and invalid traffic measurement for programmatic advertising.
Introduction To Online Media Planning And BuyingIngenium People
The document provides an overview of online media planning and buying. It discusses the growth of the online advertising market and different types of online advertising formats and channels. Key points covered include the increasing proportion of online adspend, the importance of accountability in online marketing, and how to effectively use paid search, display advertising, social media, and other digital channels.
The document provides an agenda and overview for a training session on online media planning and buying. It discusses the presenter's experience, the current state of the UK online advertising market, different types of online advertising solutions, and how to measure success. Key points covered include the growth of the UK online ad market to over £3 billion in 2008, with display, search, and classifieds being the largest segments. The document also outlines the roles of media agencies and creative agencies in developing online strategies.
1) The document discusses priorities and trends for digital marketing in 2009, according to a survey of digital agencies.
2) Maintaining digital infrastructure like websites and tools was considered the top priority, along with search optimization and social networks. Digital advertising, mobile, and email marketing were also seen as important.
3) Technologies like Flash, Dreamweaver, and WordPress were commonly used. Demand was expected for skills in these programs as well as in areas like search engine optimization, social media, and mobile.
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As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
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Digital Winners 2014: Randall Rothenberg, IAB
1. Digital
Advertising
& the Case for
Global Standards
Randall Rothenberg
President & Chief Executive Officer
IAB
Digital Winners Conference
Oslo, Norway
October 21, 2014
3. Norway: Extraordinary Per
Capita Digital Ad Spend…
3
Note: *Source: eMarketer 2013
ONLINE AD SPEND PER CAPITA (EURO)
141
135
115
57 55
28
160
140
120
100
80
60
40
20
0
Norway USA* UK Germany France Italy
Source: Adex Benchmark 2013 European Online
4. … In a Slowing Scandinavian
Digital Ad Market
4
SCANDINAVIAN INTERNET ADVERTISING:
OVERVIEW
1.6 1.6
2.1
2.3
2.6
3.0
3.3
3.6
3.9
4.1
4.5
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
2008 2009 2010 2011 2012 2013F 2014F 2015F 2016F 2017F
Video
Mobile
Search
Classified
CAGR:
12.9%
CAGR:
9.5%
CAGR:
[2012-
2017E]
50.0%
19.4%
9.2%
6.6%
8.4%
Source: PWC Global Media Outlook 2013-2017
5. U.S. Digital Advertising Has
Grown ~5x the Rate of GDP
5
IAB/PwC Internet Ad Revenue Report, 2004-2013
*Source for GDP growth: U.S. Bureau of Economic Analysis, “Table 1.1.5. Gross Domestic Product,” (accessed March 31, 2013)
10-year
compound
annual
growth rate
for Internet
advertising
= 18%. U.S.
GDP for
same
period =
4%.
8. Global Mobile Ad Revenue
Nearly Doubled in 2013
Global mobile ad revenue ($m)*
10,072
19,341
25,000
20,000
15,000
10,000
5,000
0
+92.0%
2012 2013
SOURCE: “GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE
WORLD”
9. Norway’s Mobile Ad Growth Is
Powerful…
100%
80%
60%
40%
20%
0%
-20%
9
Note: The figures reflect net invoiced media sales
Source: Media Agency Association Media Barometer
-15% -15%
-20%
2% 3%
30%
16%
86%
95%
39%
2%
-40%
Jan to Sept (2014)
MONTHLY ADVERTISING STATISTICS
10. …But Lags U.S. Growth
10
Advertising formats - 2013 results and growth rates
$18.4
$2.6
$1.7
$7.1
$2.8
$7.9
$0.8
$1.3
8.6% 6.9% 3.6%
110.2%
19.5%
2.9%
-9.3%
19.3%
120%
100%
80%
60%
40%
20%
0%
-20%
-40%
$20
$18
$16
$14
$12
$10
$8
$6
$4
$2
$-
Search Classifieds &
Directories
Lead
Generation
Mobile Digital Video
Commercials
Ad Banners /
Display Ads
Sponsorship Rich Media
2013 Revenue 2013 vs. 2012 % Growth
In billions
Source: IAB/PwC Internet Advertising Revenue Report, 2013
11. Top Mobile Challenges:
Fragmentation, Privacy, Metrics
What do you see as the key challenges for mobile advertising from a brand/buyer perspective?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
11
23 22
44 43
13 15
55
26 26 25
42
34
7 8 7 9
0%
High importance
Important
Fairly important
Low importance
Device/OS
Fragmentation
Lack of
Standard
Metrics
Lack of
Agency
Expertise
Privacy
Issues
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for
release Sept. 2013, n=301
13. Online Video Advertising:
• Consumers viewed nearly three times more video ads than a year ago
38,673,322
52,374,583
Total Content Videos Viewed (000)
11,322,657
35,235,361
Total Video Ads Streamed (000)
181,717
188,249
Propulsive Growth
% YoY
Change
12/12-12/13
+35%
+211%
+4%
Total Video Viewers/Unique Streamers (000)
Source: IAB Digital Usage Trend Report 2013: The Year in Review, Feb. 2014 (ComScore VideoMetrix Dec. ‘12 –Dec.’13, Computer only.)
14. Yet Most Online Video
Money Is Still on the Table
• More consumers are streaming more videos for longer, creating more inventory.
• While digital video revenue has grown, it lags growth in consumer usage.
14
Video Usage Growth vs. Video Ad Revenue Growth
4%
35%
211%
Potential
For
Growth
19%
2013 Growth in Video
Viewers*
2013 Growth in Videos
Streamed by
Consumers*
2013 Growth in Video
Ads Streamed by
Consumers*
2013 Growth in Video
Ad Revenue**
Source: IAB May 2014, *IAB Trend Report, 2013: The Year in Review, Feb. 2014 (ComScore VideoMetrix Dec. 2013),
**IAB/PWC 2013 Full Year and Q4 Internet Ad Revenue Report, Apr. 2014
15. Buyers Say Metrics Will Drive Digital
Video Growth
15
Source: An Inside Look at Demand Side Perceptions of Digital Video Advertising, prepared for IAB by Advertiser
Perceptions, 2013
17. Auctions Have Been Widely
Panelists: Has your
organization pursued an
auction based approach to
media buying/selling? Are you
likely to do so within two
years?
85%
72%
Advertisers
Publishers
Today
91%
83%
Advertisers
Publishers
In Two Years
Adopted
Source: IAB/Winterberry Group Study “Programmatic Everywhere” Nov 13
17 www.iab.net/programmatic
18. Programmatic Transactions =
20% of U.S. Display Market
18
• 85% of advertisers buy programmatically
• 91% plan to over the next two years
Programmatic Everywhere? IAB White Paper 11/13
19. The Programmatic Tsunami
Has Yet to Hit Norway
19
8%
18.5%
29%
36%
92%
82%
71%
64%
120%
100%
80%
60%
40%
20%
0%
Norway* Europe US UK
Programmatic Non-Programmatic
Source: Tomorrow’s programmatic landscape & how publishers can claim control 2014
*The State of Programmatic in Norway 2014
20. Despite Growth, Uncertainties
Remain
Confusion over terminology
Opacity
Complexity of tech stack
Channel conflict
Lack of clear technical standards &
20
guidelines
Lack of liquidity
22. The Case for Global
Standards
IP is the world’s only global medium
Global marketers are demanding global
distribution infrastructure
International demand for “metrics that
matter”
More media & tech companies are
going cross-border
22 IAB PowerPoint | PowerPoint Tips | Best Practices
23. IAB Standards Built the
Digital Ad Industry
IAB UK launched
first international
23
IAB
First XMOS
Study
IAB Universal
Ad Package
Updated
IAB MIXX Awards
Celebrate Digital
Creativity
Public Policy
Office Opened
Digital Video
Measurement
Guidelines
Released
Video Ad
Creative
Guidelines
Published
First
Industry
Ts and Cs
IAB Long Tail
Alliance
Formed
Video Ad
Serving
Template
Released
First
Internet Ad
Revenue
Report
First Universal
Ad Standard
Portfolio
Released
IAB Defines the
“Impression”
First IAB
Privacy
Guidelines
Issued
Impression
Measurement
Standards
Released
IAB
Launches
Training
Program
IAB Publishes
Mobile Buyers
Guide
MRAID, or
“Mobile
Rich Media
Ad Interface
Definitions”
is released
Creation of
MMCOE (Mobile
Marketing
Center of
Excellence
Privacy Matters, first
Ever Consumer
Privacy Campaign
Released
Ad Ops
Council
releases
QAG
3MS
initiative
launch
First Digital
Media Sales
Certificant
Creation
of Ad
Technology
Council
Quarterly Revenue Growth Trends, in Billions 1996–2012
1996 1997 1998 2000 2001 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
IAB Rising
Stars
launch
IAB Oversees
Digital
Content
NewFronts
SafeFrame
Release
24. IAB Standards Synch With 3x Online Video
• Video ad revenue continues its double-digit annual growth
$0.7
$1.0
Growth
US Digital Video Ad Revenue ($ Billions)
Full Year and % YoY Growth
VPAID 1.0
(Video Player
Ad In Stream
$1.4
$1.8
$2.3
$2.8
2008 2009 2010 2011 2012 2013
Source: IAB/PwC Internet Advertising Revenue Reports, Full Year 2008 - 2013
24
39%
FY
Growth
19%
YoY
Growth
40%
FY
Growth
27%
FY
Growth
29%
FY
Growth
Video Ad
Creative
Guidelines
Published
Digital Video
Measurement
Guidelines
Released
VAST 1.0
(Video Ad
Serving
Template)
Released
Serving)
Released
VSUITE
(VAST 3.0,
VPAID 2.0,
VMAP 1.0)
Released
Video
Rising Stars
Ads
Released
Digital Video
In-Stream Metric
Definitions
Updated
25. IAB Standards Align With Triple-Digit
Mobile Ad Growth
IAB Publishes
$0.6
$7.1
US Mobile Ad Revenue ($ Billions)
and year over year growth
Mobile Ad Revenue ($ Billions)
MRAID 1.0
(Mobile Rich
Media Ad
Interface
Definitions)
released
Mobile
Buyers
Guide
2010 2011 2012 2013
Source: IAB Internet Advertising Revenue Reports, Full and Half Year 2010-2013
25
150%
FY
Growth
111%
FY
Growth
110%
FY
Growth
$1.0
$2.2
IAB Digital Usage Trend Report 2013: The Year in Review
MRAID 2.0
(Mobile Rich
Media Ad
Interface
Definitions)
released
HTML 5
Guidelines
for Digital
Advertising
released
Mobile
Creative
Guidelines
released
26. IAB Seller Certification Grows Industry
101
275
423
Knowledge
Positive Impact of Sales Certification 81%
592
Certifications
958
…on my
company's
sales team
1429
74%
1824
2257
2689
3500
3000
2500
2000
1500
1000
500
0
Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014
Total New Certificants Cumulative
Source: IAB internal data
26
262%
YoY
Growth
in New
Certificants
…on my
confidence about
61% digital advertising
say sales certification
has had a positive
impact on my
career growth
66%
…on the
digital advertising
industry as a whole
156%
YoY
Growth
in New
Certificants
27. IAB Standards Improve Business
“We expect the IAB Video Suite to benefit the
entire online video ecosystem, providing
better experiences for users while
incentivizing creative agencies to develop
more engaging ads.”
Payam Shodjai
Product Manager, Google/YouTube
“Now, with these new specs in place, I think
we will increasingly see advertisers using them
to create innovative new ad experiences for
consumers, and distribute and measure them
27 IAB Standards
across partners and devices.”
Teg Grenager,
Founder and VP Product, Adap.tv
“Although the breakneck pace of
mobile evolution continues, these
guidelines are a foundation for
creative and media companies
to build on, even as devices and
software continue to transform.”
Michael Becker,
Managing Director, MMA
“As marketers we are all going to be
more efficient in maximizing our
production resources by having
more structure around rich digital
advertising units”
Christi Gettinger,
Senior Director Brand Management,
Westin Hotels & Resorts
“DAAST is a major breakthrough for digital audio
advertising that is a crucial first step toward
creating a truly universal standard that covers
audio, video, and all other digital advertising,”
Chris Doe
VP Emerging Media Products, Vindico
28. Only IAB Can Globalize Standards
28
Europe Europe
Regional
Africa Asia
Pacific
South
America
North
America
• IAB Austria
• IAB Belgium
• IAB
Bulgaria
• IAB Croatia
(INAMA)
• IAB
Denmark
(FDIM)
• IAB Finland
• IAB France
• IAB
Germany
(BVDW)
• IAB Greece
• IAB
Hungary
• IAB Ireland
• IAB Italy
• IAB
Macedonia
• IAB
Netherlands
• Norway
(INMA)
• IAB Poland
• IAB Romania
• IAB Russia
• IAB Serbia
• IAB Slovakia
• IAB Spain
• IAB Sweden
• IAB
Switzerland
• IAB Turkey
• IAB UK
• IAB
Europe
• IAB South
Africa
• IAB
Australia
• IAB China
(IIACC)
• IAB New
Zealand
• IAB
Singapore
• IAB
Vietnam
• IAB
Argentina
• IAB Brazil
• IAB Chile
• IAB
Colombia
• IAB
Ecuador
• IAB Peru
• IAB
Uruguay
• IAB (United
States)
• IAB Puerto
Rico
• IAB Canada
• IAB Mexico
25 1 1 5 7 4
29. 2014
IAB’s Five Enduring Priorities
Advertising & Data Technology
Mobile
International Relations
Public Policy & Lobbying
Consumer & Market Research
Marketing & Thought Leadership
Training & Development
Industry Change Management
The
Trustworthy
Digital
Marketing
Supply
Chain
Making
Measurement
Make Sense
Publisher
Transform-ation
Moving
Mobile
Mainstream
Building
Brands
Digitally
29 IAB 2014
30. IAB Tech Lab
Global tech standards body
Operationalize IAB standards through
open source code library
Technical certification programs
Industry test bed
Industry knowledge base
30
Video Streamers continue to grow, although modestly at 5% over the year, as the medium reaches maturity. The number of videos streamed continues double digit growth at 35% over the year, as video viewers engage with the medium more. Video ads have nearly tripled over the year, reflecting the fact that streaming video is becoming the norm and as viewers watch more videos, more opportunities for video ads are presented.
While video ads have grown tremendously, video ad revenue growth is disproportionate.
Video Streamers continue to grow, although modestly at 5% over the year, as the medium reaches maturity. The number of videos streamed continues double digit growth at 35% over the year, as video viewers engage with the medium more. Video ads have nearly tripled over the year, reflecting the fact that streaming video is becoming the norm and as viewers watch more videos, more opportunities for video ads are presented.
Video ad revenue has grown the most of any subcategory of display, at 19%. Also, video usage and video ad streaming has grown substantially year over year. Video ads streamed have tripled over 2013, accounting for about 40% of all videos streamed and about 6% of all time spent watching videos
While video ads have grown tremendously, video ad revenue growth is disproportionate.
Video Streamers continue to grow, although modestly at 5% over the year, as the medium reaches maturity. The number of videos streamed continues double digit growth at 35% over the year, as video viewers engage with the medium more. Video ads have nearly tripled over the year, reflecting the fact that streaming video is becoming the norm and as viewers watch more videos, more opportunities for video ads are presented.
Video ad revenue has grown the most of any subcategory of display, at 19%. Also, video usage and video ad streaming has grown substantially year over year. Video ads streamed have tripled over 2013, accounting for about 40% of all videos streamed and about 6% of all time spent watching videos
Online ghosts
1996: First Banner Ad Standards
1996: First Internet Ad Revenue Report
1997: IAB UK launched – first international IAB
1998: IAB Convenes Europe Membership Meeting
1998: IAB Defines the “Impression”
2000: Mobile Privacy Guidelines Issued
2001: IAB Issues Interactive Advertising Glossary
2002: First XMOS Study
2002: IAB Universal Ad Package Released
2004: Impression Measurement Standards Released
2005: IAB MIXX Awards Celebrate Digital Creativity
2005: First IAB Ad Operations Summit
2005: Video Ad Creative Guidelines Published
2006: Digital Video Measurement Guidelines Issued
2006: Mobile Committee Formed
2007: Public Policy Office Opened
2007: IAB Launches Training Program
2007: Rich Media Measurement Guidelines Set
2008: IAB Long Tail Alliance Formed
2008: Video Ad Serving Template Released
2009: IAB Publishes Mobile Buyers Guide
The IAB is the leading industry organization empowering growth across the digital marketplace, around the globe
The IAB was founded in 1996 and just a year later grows internationally opening IAB UK in 1997
Today we have grown our global network to of 42 country IABs, and one regional organization, IAB Europe based in Brussels.