En 20 pages, le rapport «Digital Brand Advertising and Measurement» publié par l’IAB Europe mesure les attentes des publishers, annonceurs et agences autour de la mesure. Il aborde 4 thématiques : «Digital Measurement Priorities», «Digital Advertising Quality», «Key Performance Indicators» et «Organisation of Digital Measurement». Il se base sur une enquête réalisée auprès de 650 professionnels de 31 pays interrogés entre Février et Mars 2018.
Agences, annonceurs et publishers sont d’accord pour mettre en priorité le passage vers une mesure des impressions visibles plutôt que servies. La meilleure connaissance du consommateur et la compatibilité des mesures des autres médias sont les autres priorités principales énoncées.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
IAB europe - Viewable Impressions - White Paper - Feb 2015Romain Fonnier
Livre blanc IAB sur la visibilité des impressions
L'IAB propose son dernier livre blanc sur le sujet de la visibilité des impressions publicitaires, avec pour but de favoriser la confiance des acteurs et donc les investissements média dans le digital.
Ce livre blanc aborde notamment:
- l'état de l'art sur le sujet visibilité en Europe
- la métrique visibilité dans un contexte de métriques élargi
- les perspectives et les évolutions prévisibles sur le sujet
- un récapitulatif des termes et concepts utilisés couramment
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
IAB europe - Viewable Impressions - White Paper - Feb 2015Romain Fonnier
Livre blanc IAB sur la visibilité des impressions
L'IAB propose son dernier livre blanc sur le sujet de la visibilité des impressions publicitaires, avec pour but de favoriser la confiance des acteurs et donc les investissements média dans le digital.
Ce livre blanc aborde notamment:
- l'état de l'art sur le sujet visibilité en Europe
- la métrique visibilité dans un contexte de métriques élargi
- les perspectives et les évolutions prévisibles sur le sujet
- un récapitulatif des termes et concepts utilisés couramment
IAB Europe Report: Attitudes to Programmatic Advertising 2017Romain Fonnier
The third annual IAB Europe Attitudes to Programmatic report highlights four key findings:
Quality of advertising and transparency of fees are bottlenecks to investment
The business impacts of programmatic advertising beyond efficiencies are being realised
In-house strategies are becoming more prevalent
Investments in programmatic are set to continue to increase
Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as business impacts than lower media costs and trading efficiencies.
It is also worth noting that whilst programmatic is most likely to be used for display and mobile campaigns, video is not far behind in terms of adoption. Indeed, programmatic video revenues increased by 155% in 2016 emphasising it as a key growth area.
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response to IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
Online audience measurement and ad effectiveness metrics and KPIs - IAB europ...Romain Fonnier
L’IAB Europe a publié un guide de 6 pages qui présente des recommandations sur la mesure d’audience en ligne ainsi que sur les indicateurs et KPIs d’efficacité publicitaire. Ce guide a été élaboré après une enquête auprès de 700 décideurs marketing en Europe qui a établi les différents besoins. Parmi les différentes recommandations, figure le fait que les mesures d’audience utilisent des données établies telles que le GRP, la couverture et la répétition. Les audiences devraient être détaillées par écran (PC, tablettes, smartphone, etc…). Des données liées à la marque telles que les intentions d’achat devraient être intégrées. Les données de visibilité réelles doivent être prises en compte.
Les principaux objectifs de ce guide sont de promouvoir le développement d’une mesure d’audience et d’indicateurs standardisés applicables à tous les principaux médias, et d’encourager une collaboration plus étroite entre les différentes initiatives de mesures d’audience et d’efficacité publicitaire mises en place sur chaque marché européen.
Dans le même temps, un «Measurement Organisations Forum» (MOF) est lancé afin de permettre aux sociétés impliquées dans la mesure d’audience Internet et TV de collaborer sur ce guide, tout en échangeant sur leurs best pratices.
Ce guide a été produit par le Brand Advertising Committee de l’IAB Europe, et est basé sur les résultats de son enquête «IAB Europe Metrics and KPIs» ainsi que sur les contributions des organismes de mesure d’audience européens, dont Médiamétrie en France.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
Iab europe attitudes towards programmatic advertising report june 2016IAB Europe
Attitudes towards Programmatic Advertising:
Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.
Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.
Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption.
With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.
But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.
For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the in-house agency trading desk remains dominant.
Given that in 2013 the industry drove some 10% of the
UK’s eCommerce traffic and commanded a marketing
spend of £1bn according to the PwC / IAB OPM study
(see page 6), it’s a permanent (and growing) feature
of integrated digital marketing programmes. In
fact it’s a channel that exemplifies just how digital
is merging marketing and sales channels.
Affiliate Marketing is not a ‘channel’. Rather it’s an
advertising objective. Affiliate campaigns deploy
most digital advertising and marketing disciplines
including email, display, content, search, social
media and audience targeting. It works across mobile
platforms, uses programmatic methods and is now
establishing exciting offline opportunities for digital
marketers. Affiliate data is packed with audience
and customer insight providing marketers with
customer journey and point-of-sale perspectives
that enrich standard advertising analytics.
This handbook, the work of the IAB’s Affiliate Marketing
Council, exposes the industry’s diversity and even
if you thought you knew affiliate marketing, you’ll
probably be surprised by some of the marketing
opportunities mapped out in these pages. If
you’re new to digital or haven’t used affiliate
marketing before, this handbook will help you
understand the industry’s value and mechanics.
Overall, this handbook represents one of the fastest
growing digital marketing channels which many of
the UK’s top advertisers recognise as highly effective
and are thus increasing their investment in. This
isn’t simply because its yields are extraordinarily
high (14:1 ROI); it’s also because it’s a flexible
and creative space to work within that touches
customers throughout the marketing funnel.
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
In 2012, the biggest buzz word in China’s digital marketing is undoubtedly “RTB” (Real-time Bidding). Since Google launched the DoubleClick Ad Exchange Platform in China in early 2012, it has brought drastic changes to the market in adopting real-time media transaction. In a recent research paper, IDC estimated that total RTB spending in China will increase significantly from USD21 million in 2012 to USD627 million in 2016 at a 145% CAGR.
iClick Interactive has conducted a study on China’s performance marketing landscape by analyzing the growth of the 4 main digital channels: search, display, video and mobile in recent years, and how each channel is evolving to become more performance-driven to suit marketers’ growing demand on ROI. The study has also shed light on how the China’s digital marketing landscape will evolve in 2013.
Agency of the Future - Summary FindingsSapient GmbH
A survey commissioned by Sapient has established that marketers are recognising the need to make greater use of digital marketing, and accordingly are looking to marketing agencies with proven expertise in digital marketing techniques.
The study, conducted by Redshift Research between July and August 2008, measured current and future usage of digital marketing activities among 500 companies employing more than 1,000 employees across the UK, Germany, Switzerland, Sweden and the Netherlands.
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.
IAB europe priorities for digital measurementIAB Europe
This presentation shows the key results of IAB Europe’s Metrics and KPIs survey demonstrating the priorities for digital brand advertising across stakeholders. www.iabeurope.eu
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Similar to IAB Europe digital brand advertising and measurement report june 2018 (20)
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
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Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
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Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
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Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
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Cette étude montre un premier bilan de l'état d'avancement de l'implémentation des CMP par les 100 premiers éditeurs français (classement ACPM)
Au 1er décembre 2018, 56% des sites étudiés disposent d’une CMP, en hausse de 8 points sur 1 mois.
L'Interactive Advertising Bureau France (IAB France) révèle que plus de la moitié des éditeurs du Top 100 ont mis en place une CMP conforme au Transparency and Consent Framework dans son 2ème Baromètre sur l'Adoption des Consent Management Platforms. Le taux de pénétration est ainsi passé de 39% en octobre 2018 à 48% en novembre et 56% en décembre.
Dans le même temps, la proportion de CMP non conformes au Transparency and Consent Framework continue de diminuer, passant de 16% en octobre 2018 à 9% en novembre et enfin à 6% en décembre.
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Cette étude montre un premier bilan de l'état d'avancement de l'implémentation des CMP par les 100 premiers éditeurs français (classement ACPM). 57% des sites étudiés disposent d’une CMP au 1er novembre 2018, en hausse de 2 points sur 1 mois.
Une Consent Management Platform (CMP) est un outil permettant aux sites éditeurs de recueillir les consentements d’un internaute à son arrivée sur le site et la modification de ces consentements à tout moment de son parcours. Les CMP sont apparues dans le cadre du Transparency & Consent Framework comme des solutions standardisées, de collecte, de gestion et de traçabilité du consentement utiles aux éditeurs reposant sur cette base légale dans leurs traitements de données.
Ce nouveau baromètre, qui sera publié régulièrement, dévoile par ailleurs que 4 acteurs fournissent les CMPs utilisée par 96% des éditeurs étudiés.
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Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
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Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
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3. Page 3
Digital Brand Advertising and Measurement
EXECUTIVE SUMMARY
This year’s findings demonstrate that advertisers, agencies, and publishers appreciate the
need to align advertising KPIs with growing trends and industry demands; including rising
multi-media consumption and ad quality concerns. But, when it comes to accurately
assessing the impact ads make, there is still a gap between knowing what the industry should
be tracking and putting those metrics into action.
Being able to measure cross-media and cross-device is key, both buy and sell-side
stakeholders indicate that cross-media evaluation and a better understanding of how digital
works in combination with other channels are important to drive more digital brand
advertising investment. This is further supported by the fact that the top key performance
indicators that stakeholders want to use for digital are those associated with traditional
media, e.g. brand awareness and purchase intent. Indeed, online video, a popular format for
digital branding campaigns saw growth of 35% according to the IAB Europe AdEx Benchmark
2017 study.
Programmatic advertising has continued strong growth over the past few years and is now an
€8.1bn market in Europe. Unsurprisingly the research reveals that ensuring that industry-
agreed digital audience and effectiveness studies are available in programmatic trading tools
is of high importance.
As per ongoing industry discussions, viewability and brand safety are top of mind when it
comes to determining contact or environment quality. All stakeholders agree increased
trading on viewable rather than served impressions is important and in terms of contact
quality, measuring the length of time an ad is in view, particularly for video, is top priority.
4. Page 4
Digital Brand Advertising and Measurement
The cross-industry European Viewability Initiative aims to improve the accuracy and
consistency of measuring the viewability of delivered impressions (more information on this
initiative can be found in section 2).
In terms of digital measurement organisation, the Digital Brand Advertising and
Measurement survey reveals that Joint Industry Committees (JICs) are the preferred method
of audience measurement, effectiveness survey organisation and data monitoring. However,
independent verification or audit services have increased in preference for this since the 2017
survey.
5. Page 5
Digital Brand Advertising and Measurement
INTRODUCTION
The last two decades of digital advertising have delivered consistent innovation and growth.
Indeed, digital advertising has doubled in size in the past 5 years and is now a €48bn market
according to the latest IAB Europe AdEx Benchmark study.
With digital now the largest advertising medium in Europe and investments in programmatic
advertising increasing, it is key that measurement enables effective learning and
understanding to advance the industry. In order to understand stakeholder priorities for
digital measurement, IAB Europe’s Brand Advertising Committee has undertaken the third
Digital Brand Advertising Measurement Priorities survey.
The survey asked about the following areas:
• Defining digital advertising quality, both in terms of impressions and environments
• Insights that enable effective targeting of brand advertising campaigns
• KPIs for determining digital brand advertising success
For most of the questions, survey participants were asked to rate various options on a scale
of 1 to 4, 1 being the least important, 4 being the most important.
6. Page 6
An online survey was used with the help
of the national IAB network to ensure a
representative sample across European
markets. The survey received
approximately 650 respondents between
February and March 2018.
The responses came from advertisers,
agencies and publishers in 31 markets
and respondents with both pan-
European and Global remits.
IAB Europe members can access the full
data set with region breakouts by
contacting Marie-Clare Puffett (contact
details at the back of this report).
FIGURE 1
Breakdown of participants
Digital Brand Advertising and Measurement
METHODOLOGY &
PARTICIPANTS
Advertisers,
49, 11%
Agencies, 243,
54%
Publishers,
154, 35%
7. Page 7
Cross-media evaluation is the top priority
As of March 2018, on average 57% of the EU5 digital population accesses online content
through both their mobile devices (phones and tablets) and desktop computers, according to
comScore.
The importance of cross-platform audiences, compounded by the fact that the average
consumer owns between three and four devices and regularly switches between them to
view content, feeds the necessity to deliver better cross-media evaluation.
As a result, 91% of agencies and 83% of advertisers state that cross-media evaluation is a key
priority for driving more brand advertising investment into digital channels. Also, 87% of
agencies and 80% of advertisers state that a better understanding of how online channels
can work in combination with other media for brand advertising campaigns would attract
more investments in digital advertising.
Digital Brand Advertising and Measurement
DIGITAL MEASUREMENT
PRIORITIES
25% 57% 18%
Desktop - only Multiplatform Mobile-only
FIGURE 2
EU5 digital population segmentation
Source: comScore MMX-MP, March 2018
8. Page 8
Digital Brand Advertising and Measurement
89%
85%
82% 82% 82%
75%
86%
83% 82% 82%
80%
75%
50%
60%
70%
80%
90%
100%
Ability to
perform cross-
media
evaluation
A better
understanding
of how online
channels can
work in
combination
with other
media for brand
advertising
campaigns
Standardised
reach and
frequency
metrics to
measure
campaigns
Identification of
an agreed core
set of
effectiveness
KPIs such as
brand
awareness or
purchase intent
A better
understanding
of how online
channels can
work for brand
advertising
campaigns
An industry-wide
online
measurement
currency used
by all suppliers
2017 2018
FIGURE 3
Digital measurement priorities 2017 vs. 2018 (total respondents)
% of respondents that rated 3 or 4 (where 1 is would not help and 4 is would definitely help)
Making cross-media evaluation work requires standardised evaluation metrics in order to
make meaningful comparisons, across media and over time. Compared with 2017, in 2018 a
greater proportion of respondents identified the compatibility of online audience definitions
and demographic segments (such as age, income, etc.) with those used in other media
audience measurement as a key aspect to attracting brand advertising to online channels:
79% of advertisers, 84% of agencies, and 77% of publishers did so in 2018, whereas the
proportions in 2017 were 74%, 80% and 78%, respectively.
9. Page 9
FIGURE 4
Digital Brand Advertising and Measurement
Digital audience measurement priorities by stakeholder
% of respondents that rated 3 or 4 (where 1 is would not help and 4 is would definitely help)
29%
50%
58%
70%
67%
64%
82%
64%
77%
68%
77%
40%
52%
56%
72%
74%
65%
69%
76%
84%
80%
90%
55%
55%
56%
65%
69%
72%
79%
79%
79%
80%
86%
20% 30% 40% 50% 60% 70% 80% 90% 100%
Audience metrics reported by operating system
Audience metrics reported by publisher content
verticals (e.g. sport, lifestyle, fashion etc.)
Audience metrics reported by individual device
(PC, tablet, mobile phone)
Provision of more consumer lifestyle,
attitudinal and behavioural information
Advice on what audience metrics should be
used for different campaign objectives
Online audience measurement universe
definitions compatability with other online…
Replicate established metrics such as net reach,
frequency, GRP to provide a trading currency…
Audience metrics reported to provide a total
view of all online publishers
Online audience measurement universe
definitions compatability with other media…
More data about what the consumer is using
online, why and how
A move towards measuring viewable rather
than served impressions
Advertiser Agency Publisher
10. Page 10
Delivery dominates digital ad quality considerations
When asked about the challenges the industry currently faces in terms of digital
measurement and brand advertising all stakeholders agree that delivering quality digital
advertising impressions and ensuring the quality of the digital advertising environment are
the top two challenges. Whilst the exact definition of quality can be subjective there is a
shared understanding that a ‘high quality’ advertisement will perform better than a ‘poor
quality’ ad.
Digital Brand Advertising and Measurement
DIGITAL ADVERTISING
QUALITY
FIGURE 5
Digital measurement challenges by stakeholder
63% 63%
56% 56%
41%
58% 57%
49%
55%
40%
64%
49%
59%
48%
33%
30%
40%
50%
60%
70%
80%
Delivery of quality
digital advertising
impressions
Integration of
industry-agreed
online audience
and effectiveness
measurement in
programmatic
trading tools
Ensuring the
quality of digital
advertising
environment
Ensuring brand
advertising
campaigns reach
target audiences
Ensuring
consumer
receptivity to
brand advertising
Advertisers Agencies Publishers
11. IAB Europe’s quality initiative defines four key areas of quality for digital advertising (which
are centred around delivering the right message to the right people in the right environment
in the right way. Those areas are:
• Campaign / creativity: The ad and creative itself is a decisive factor in the success of a
campaign.
• Delivery: Ensuring the ad reaches the intended target groups in a brand safe environment
is viewed by a human.
• Media environment: The relevant content, placement, level of professionalism as well as
user loyalty of the media environment can all have an impact on the overall quality.
• Media product: The media product or ad type can also have an impact, for example the
interactivity, flexibility and size.
Page 11
Digital Brand Advertising and Measurement
Delivery
Media
Environment
Media
Product
Campaign /
creativity
• Reach intended target groups
• Viewability of ad impressions
• Brand safety
• Non-human-traffic
• Relevance of content
• Placing and proportion of content
• Level of professionalism of content
• User loyalty
• Credibility of content
• Ad positioning e.g. above or below the fold
• Interactivity
• Cross-media compatibility
• Flexibility for expansion
• Size
The campaign and creative
itself is a decisive factor in
the success of a campaign
FIGURE 6
IAB Europe Quality Initiative
12. Page 12
Digital Brand Advertising and Measurement
Brand safety determines the quality of the environment
Recent ad misplacement issues and rising ad fraud costs have put brand safety and ad
verification firmly in the industry spotlight demonstrating that the delivery of advertising is key
to ensuring quality. It is no surprise then that 82% of respondents stated that measuring brand
safety, fraud and viewability is a key factor for driving brand advertising investment online.
Further, the most important criteria for environment quality is ‘brand safety’, with 84% of
respondents confirming this, followed by invalid traffic, at 82%. On the other hand, the ‘quality
of the non-advertising content’, which correlates with audience affinities, comes in third
position, at 78%.
Perhaps surprisingly however, ad blockers, a topic routinely making the headlines, seem to be
less of a concern as the lowest scored quality variable. This may be due to the emergence of
solutions for ad blockers or industry initiatives that aim to address improving user experiences
with ads such as the Coalition for Better Ads.
Reach and viewability determine the quality of a contact
For the purposes of this report, a ‘contact’ can be defined as an individual intended to be
reached with an ad. It is interesting to note that 88% of respondents chose the ‘number of
contacts reached by the campaign’ as an important criteria to define contact quality. In
comparison, more sophisticated metrics such as geo-verification of the contact, or in-target
verification of the contact ranked lower; only 68% thought that geo-verification mattered, and
78% did for in-target verification. Measuring the length of time an ad has been viewed is
deemed almost as important as reach for video advertising. The cross-industry European
Viewability Initiative aims to improve the accuracy and consistency of viewability
measurement, a vital step towards identifying realistic brand exposure levels. This will help to
make digital advertising more directly comparable with TV where ‘opportunity for the
consumer to view’ or ‘opportunity to see’ an advertisement is the accepted tenet for brand
advertising.
13. The initiative has been developed by IAB Europe, EACA and WFA in order to:
• Raise minimum quality standards in digital advertising measurement for all stakeholders
across Europe.
• Enhance the (internet) user experience in the context of changing user expectations.
• Measure digital ad exposure which is deemed a key step towards increasing confidence in
digital ad trading.
• Improve confidence in the digital ad environment.
Page 13
Digital Brand Advertising and Measurement
FIGURE 7
Priorities for digital advertising quality
% of respondents that rated 3 or 4 (where 1 is would not help and 4 is would definitely help)
Total Advertiser Agency Publisher
Environment quality
Measuring the proportion of a video ad that
is in view
76% 75% 81% 76%
Measuring the length of time a video ad is
in view
84% 82% 91% 80%
Measuring whether a video ad has been
viewed as originally served or in full screen
56% 65% 59% 41%
Measuring the proportion of an in-page
display ad that is in view
74% 75% 75% 71%
Measuring the length of time an in-page
display ad is in view
74% 71% 78% 69%
Measuring the average time spent on a web
page
64% 64% 68% 56%
Measuring the number of contacts reached
by the campaign
88% 83% 89% 82%
Geo-verification of the contact 68% 57% 75% 64%
In-target verification of the contact 78% 75% 84% 67%
Environment quality
Measuring how ‘brand safe’ the
environment is
84% 78% 85% 84%
Measuring the degree of ad clutter on the
environment
78% 82% 82% 71%
Measuring the levels of invalid traffic (IVT)
on the environment
82% 79% 82% 78%
Measuring the number of ad blockers on
the environment
69% 75% 78% 58%
The quality of the non-advertising content 78% 89% 80% 70%
14. Page 14
Digital Brand Advertising and Measurement
Context and ‘level of attention’ important for effective targeting
The context of the editorial or content environment is considered by around 80% of all
stakeholders to be the most important factor to ensure that brand advertising campaigns
reach the target consumer. Coincident indicators such as ‘insight on consumer's position in
the purchase decision process’ and ‘insight on consumer search behaviours and websites
visited’ performed almost equally well. Surprisingly however, predictive indicators such as
the ‘prediction of engagement with the ad based on interests and / or previous exposure to
similar ads’ did not generate as much interest as the other variables.
The majority of stakeholders agree that the consumer’s level of attention has an impact on
their receptivity to brand advertising significantly more than other measures such as the
location and situation i.e. (office, commuting, second-screening).
80% 78% 77%
73%
81%
72%
65%
61%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Relevant
context of
the editorial
or content
environment
Insight on
consumer's
position in
the
purchase
decision
process
Insight on
consumer
search
behaviours
and
websites
visited
Prediction of
engagement
with the ad
based on
interests
and / or
previous
exposure to
similar ads
Consumer's
level of
attention
The device
the
consumer is
viewing the
ad on
Consumer's
situation /
location
(e.g. in the
office /
commuting /
at home)
Consumer's
multi-
tasking
activities
Consumer's
mood state
(e.g. excited,
relaxed,
stressed,
unhappy,
etc.)
FIGURE 8
Priorities for reach and consumer receptivity to digital brand
advertising campaigns (total respondents)
Reach Receptivity
15. Page 15
Digital Brand Advertising and Measurement
KEY PERFORMANCE
INDICATORS
Mismatch between vision and reality
When it comes to assessing the impact of digital advertising, there is a gap between what KPIs
the industry should be using and those actually being used. For example, metrics related to ad
impact, such as purchase intent (88%), sales (79%), and uplift in direct site visits (77%) are
ranked highly as important measures. Yet figures for deployment of these KPIs are far lower,
with all measured by less than half of stakeholders. Indeed, even viewability is presently
measured by just 48% of agencies, advertisers, and publishers.
If brands want to stand out against competitors, ads must leave a positive and lasting
impression; particularly as consumers’ preferences to avoid trawling through endless retail
options mean 90% of purchase decisions are now made via subconscious shortcuts.
Therefore, it is no surprise that brand awareness is not only cited as a vital KPI for 88% of
stakeholders, but also already used by more than two thirds. On average, 64% of
stakeholders currently measure brand awareness and, among advertisers and agencies,
adoption is even higher at 78% and 74% respectively.
Delivery metrics rank higher than segmentation metrics
The data also demonstrates that the industry is more focused on delivery metrics such as
viewability rather than segmentation metrics such as type of device, publisher content
verticals or consumer lifestyle data. Indeed, when asked about what aspect of audience
measurement would boost digital advertising investments, most (84%) stakeholders chose
‘measuring viewability rather than served impressions’, making it the single most important
answer - a three percentage points increase compared to 2017 (see figure 4).
16. Page 16
Digital Brand Advertising and Measurement
On the other hand, segmentation metrics that allow fine-grained targeting did not have the
same consensus: only 51% of respondents thought that audience metrics by
publisher content verticals (such as sport, lifestyle or fashion) would prompt greater
investment in digital advertising - a nine percentage point decrease compared to the previous
year.
Enhancing measurability and transparency in programmatic trading
Half of European display ad revenue is now traded programmatically and has continued to
experience strong growth. It is no surprise then, that 90% of advertisers, 88% of agencies, and
85% of publishers concur on the significance of industry agreed online audience and
effectiveness studies to be available in programmatic trading tools alongside measurement
and trading data.
The impact of the GDPR and the need to clearly identify the roles of all the players in data
management processes will influence the need for more measurement data to be available in
programmatic trading tools in the coming months.
17. Page 17
Digital Brand Advertising and Measurement
KPIs - vision KPIs - reality
Advertiser Agency Publisher Advertiser Agency Publisher
Advertising recall 81% 80% 71% 48% 47% 35%
Brand awareness 89% 90% 86% 78% 74% 51%
Brand familiarity 82% 72% 71% 37% 19% 18%
Brand affinity 81% 76% 72% 26% 31% 23%
Purchase intent 78% 92% 87% 44% 52% 31%
Likelihood to
recommend
63% 78% 70% 22% 21% 14%
Becoming a fan or
follower
52% 51% 41% 19% 26% 13%
Social reaction to the ad
(e.g. likes, shares and
comments)
59% 54% 45% 33% 46% 21%
Interaction with the ad
(egg, swipe, click,
expand)
82% 69% 60% 19% 47% 34%
Synergies of multi-
screening
56% 71% 44% 11% 12% 10%
Uplift in direct site visits 78% 85% 72% 37% 43% 23%
Uplift in search
behaviours
82% 82% 56% 15% 37% 11%
Level of viewability 85% 82% 72% 30% 58% 52%
Completion rates 77% 82% 65% 37% 55% 54%
Targeting accuracy 82% 84% 76% 22% 41% 42%
Cost per mile (CPM) 52% 63% 61% 63% 72% 76%
Cost per completed
view
70% 79% 62% 37% 60% 42%
Volume of impressions
delivered
52% 69% 64% 48% 62% 55%
Level of brand safe,
non- fraudulent
impressions
59% 84% 84% 19% 38% 34%
Sales KPIs 78% 86% 66% 52% 59% 44%
Reach and frequency 82% 86% 83% 63% 79% 63%
FIGURE 9
KPIs that stakeholders would like to use and KPIs they are currently using
18. 48%
3%
25%
6%
2%
14%
2%
48%
3%
26%
6%
2%
13%
2%
0% 10% 20% 30% 40% 50% 60%
Via a Joint Industry Committee (JIC) representing all…
Via a Media Owner Contract (MOC) - research is…
Via an independent verification/ audit service
As a commercial service offered by research agencies
As an initiative by individual online publishers
Provided by any type of source but based on a…
Survey organisation is of little relevance
FIGURE 10
Digital audience measurement survey organisation (total respondents)
FIGURE 11
Digital effectiveness survey organisation (total respondents)
44%
4%
26%
8%
2%
14%
2%
37%
3%
31%
8%
2%
15%
3%
0% 10% 20% 30% 40% 50% 60%
Via a Joint Industry Committee (JIC)…
Via a Media Owner Contract (MOC) - research is…
Via an independent verification/ audit service
As a commercial service offered by research…
As an initiative by individual online publishers
Provided by any type of source but based on a…
Survey organisation is of little relevance
2018 2017
Page 18
Digital Brand Advertising and Measurement
ORGANISATION OF
DIGITAL MEASUREMENT
The industry has a preference for digital audience and effectiveness and KPI surveys to be
organised via Joint Industry Committees (JICs). Whilst this is the general consensus, there are
some differences between buy and sell-side, more than 40% of advertisers want to see
effectiveness and KPI studies organised via independent audit verification or services.
19. Page 19
Digital Brand Advertising and Measurement
WITH THANKS
IAB Europe would like to thank the following contributors who helped draft the report:
Alex Gevers
Corporate Marketing Manager, comScore
Christer Ljones
Head of Product Strategy, Schibsted
Norway Advertising and Vice-Chair, IAB
Europe Brand Advertising Committee
Estelle Reale
Director of Marketing EMEA, Sublime
Skinz
20. 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.
CONTACT
Marie-Clare Puffett puffett@iabeurope.eu
Business Programmes Manager, IAB Europe
ABOUT IAB Europe
@iabeurope
/iab-europe
www.iabeurope.eu