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