This document discusses shifting advertising models from 30-second TV commercials to digital content. It notes that digital advertising now accounts for 50% of ad spend in the UK. As the digital industry has matured since the 1990s, standards and guidelines have been established for ad measurement, privacy, viewability, and various formats like video and mobile. The growth of ad-funded content is projected to increase significantly by 2021. Premium publishers and content specialists are positioned to benefit from rising digital content consumption. However, quality concerns remain regarding how advertising is bought and sold. The document poses the opportunity for businesses to consider how content fits within their own strategies.

1. Shifting Ad-Funded Models
Una Carney
Photo by Mario Calvo

2. Legacy of
the 30 sec
TVC
Photo by Brandon Wong

3. Digital is
now 50% of
ad spend
Source: WARC: UK advertising spend in Q3 2017

4. Maturing
digital
industry
1996 – IAB founded
1998 – ‘Impression’ definition and
audience measurement guidelines
2000 – First privacy guidelines
released
2003 – First cross media
optimisation study
2004 – Universal ad standards
2005 – Creativity awards
celebrating marketing and
interactive excellence
2005 – Video measurement and
video ad creative guidelines
released
2008 – Video ad serving template
2009 - Mobile buyers guide
2010 – Networks & exchanges
quality assurance guidelines
2011 – Mobile Rich Media Ad
interface definitions
2011 & 2012 – ‘Rising Star formats’
and ‘Mobile Rising Star formats’
launched (brand building)
2013 – SafeFrame release
(viewability)
2013 – IAB Digital Content
NewFronts
2014 – IAB Tech Lab for Global Tech
Standards
2015 – Digital Data Solutions
certification program
2015 – First Podcast Upfront
2016 - Mobile App Marketing
Glossary
2017 - OTT Video Overview
2018 - OpenRTB (Real-Time
Bidding)
Source: IAB website, 2018Photo by Joanna Kosinska

5. Growth of
ad-funded
content
0
50
100
150
200
250
300
350
400
Digital Advertising Content Advertising
Revenue Billions $
2017 2021
$50bn
+32% YOY
$372bn
+14% YOY
Source: Polar, eMarketer (2017)

6. Premium
publishers to
benefit

7. Rise of the
content
specialist
Photo by rawpixel

8. Shifting
buying
models
Photo by NeONBRAND

9. Quality
concerns
Source: IAB, 2017

10. Opportunity
Photo by Drif Riadh

11. Photo by Diego PH
Ingredients
for success

12. What’s the content opportunity
for your business?
Thanks!
Una Carney
Photo by Agustinus Nathaniel