Join the IAB Log in

Go to cart

Search

Twitter delivers 'the roar of the crowd' with its Live Video offering

David Wilding, the social media giant’s Director of Planning, spoke of the channel’s influence and impact before talking the audience through its latest video products. Twitter provides an ‘attentive’ audience, he said - claiming, too, that the “18m most influential” people in the UK are using the channel. Scott Eblen, Director of Product Management, then showcased ‘Live Video’ – a recent development which he said had been created here in London. Eblen described it as a means of providing “the...

YouTube: “Cultural moments and new stars … on a phenomenal scale”

It’s important to consider the video channel’s scale and influence, he told the crowd at YouTube’s new office near London’s St Pancras International station, before outlining various ways in which it has created “cultural moments and new stars … on a phenomenal scale”. And, while he claimed that it’s the “number one choice” for 16 – 24 year olds, Cory also pointed out that a large chunk of its audience is over 35, too. What’s more, over 50% of views are now on mobile, he revealed - although the...

digital upfronts

More older UK users on social media than previously thought

The number of older users on social media sites in the UK could be higher than previously estimated, research shows. A study conducted by Mailjet suggests the stereotype of internet users aged 55 and over steering clear of social media may not be completely true, eMarketer reports. It found that around 20 per cent of respondents to the survey have a Twitter account, while nearly a quarter use messaging app WhatsApp. However, Facebook is by far the most popular platform among this demographic...

How to seize the moment and leverage trigger-based marketing

Life is full of unpredictable moments; this is a reality for both consumers and brands. In an noisy digital arena, what sets marketers apart is the ability to harness the power of the moment to activate relevant content to an engaged audience. With the growth of marketers’ data sets, generated by the increasing number of devices the average consumer has, the advancements in machine learning and data science, and the use of specific digital marketing applications, marketers have unbridled access...

trigger-based marketing

Two minutes on: the new online ad portfolio

What is it? A new set of online ad formats for the industry Why do we need it? Some online ads aren’t great, by which we mean they aren’t very polite to consumers. They may, in fact have the opposite intended effect and galvanize a consumer into blocking all digital advertising as a result. At the same time, the dozens of screen sizes nowadays means it is harder for brands to create ads that work seamlessly on all, so the new portfolio of ads addresses both issues - improving the consumer...

online ad portfolio

AT&T to create world media giant

AT&T has acquired Time Warner for $85.4 billion (£70 billion), in a move that will see it create one of the world's largest media companies. If the deal is approved by regulators, AT&T will gain control of television channels HBO, CNN and Cartoon Network, and film studio Warner Bros, producer of the Batman and Harry Potter film franchises. Randall Stephenson, chairman and chief executive of AT&T, said: "This is a perfect match of two companies with complementary strengths who can bring a fresh...

UKOM: insights on the 55+ audience, 2016

Using UKOM approved comScore data, this report aims to provide insights into what the 55+ UK population is doing online. UKOM approved comScore data for August 2016, shows that UK internet users aged 55+ now generate a fifth of all adults’ time online, baring in mind that anyone who was in their 30s and started using the web 20 years ago will now be in their fifties. This month UKOM explores the online behaviour of the 55+ audience and focuses on differences and similarities versus the adult...

When should you be scheduling your social posts?

As a marketer, you've probably experimented with different days and times for your social posts in a bid to ensure they are seen by as many people as possible. Well, TrackMaven conducted a study between January and July 2016 which identified the best time and day for brands to post to their networks. By analysing 17.5 million social media posts from 17,737 brands across the globe from a range of industries, it was found that each platform is best used at a different time. The results showed that...

How to grab gold in brand safety

Watched by billions of people in over 200 countries and territories worldwide, marketing platforms don’t come much larger than the Olympics, and it’s safe to say there was mixed press coverage around the Games. With its five iconic rings, the Olympic brand is associated with positive universal values such as excellence, friendship, and respect, and the International Olympic Committee (IOC) believes sponsors “benefit from one of the most recognised symbols in the world, which is associated with a...

Is Black Friday bad for brand health?

Many brands will slash their prices to boost sales on Black Friday. But will this discounting damage their long-term brand health? There is a growing body of proof that discounting destroys hard-earned brand equity. The most interesting experiment on this topic was conducted by Baba Shiv, professor of marketing at Stanford University. He recruited students to answer maths puzzles and paid them a small sum for every correct answer. Before the students were tested they were allowed to buy a...

Influencers are a brand's best friend

So many of us look to influencers to discover the latest trends without even realising it, which proves how valuable they can be to brands. It makes perfect sense really - if a brand aligns themselves with a person who has a large following, they can then recommend the brand to that audience. However, the question is now being raised: is that following even interested in the product you're offering? Instead, brands are now beginning to look more to micro-influencers, who have a significantly...

influencer marketing

Thinking differently about online video

It really is an exciting time to work in this industry with our latest figures showing that £4.777bn was spent on digital advertising in the first half of 2016, which is a growth of just over 16% year on year. When you look behind the numbers there are two main drivers for the spike in spend…the growth of mobile, and the growth of video. In fact, video is now 30% of display, making it second only to banners as the biggest format. For me, what’s exciting is the growing number of opportunities...

Instagram to become a shopper's heaven

Instagram is the perfect place to browse and find your favourite brand products, from clothes and accessories to homeware. However, it's set to become even better, as from next week, users will be able to review, learn more about and click through to buy the items that interest them on the app. The first brands to get involved are Kate Spade, Coach and J Crew, with it being available at first to just a select number of users on iOS devices within the US. It's expected that this will then swiftly...

IAB UK response to the CAP e-cigarette advertising consultation

The IAB has submitted a response to CAP's e-cigarette advertising consultation.

Consultation responses

UKOM: Digital Market Overview September 2016

Using UKOM approved comScore data, the Digital Market Overview aims to provide insights into what the UK population is doing online. UKOM has approved comScore’s Multi-platform data which reports audience behaviour across desktop, tablets and smartphones. The Digital Market Overview provides a top-line snapshot of audience behaviour each quarter and headlines from this month include: Total Digital Population across desktop & mobile devices 50.1m in September 2016 62% of adults' time online is...

time spent online

The nuances of shopper browsing & buying

How do shoppers browse, how do they buy and what motivates them to ultimately click the buy button? HookLogic completed the first annual UK Online Shopper Survey, polling consumers about their online shopping behaviour, and combined the results with data on cross site activity from the HookLogic Exchange. Together this in-depth data is explored in the new white paper Browsing & Buying by Category: 2016, which will help marketers and retailers understand both the behaviours and attitudes that...

Homewares in the UK: The Comforts of Ecommerce

How comfortable are consumers with buying everything from refrigerators to rugs online? The latest Category Deep Dive from the HookLogic Exchange transactional data shows that size is no impediment, nor is the lack of being able to touch the merchandise. According to the Office of National Statistics, in August 2016, Homewares had a 46.6% leap in online sales year-over year – and the growth rate each month of 2016 was over 30%. With driving factors like the Internet obsessive, convenience...

YouTube focuses on creativity with new ad campaign

YouTube has chosen up-and-coming stars of the platform as the focus of a new ad campaign that will feature the brand's first programmatic cinema advertising. The Google-owned social video site is rolling out ads featuring 18 UK-based YouTube creators - who have a combined subscriber figure exceeding 48 million - today (November 7th). Cinema screens, bus shelters and digital panels alongside escalators are some of the out-of-home sites that will host the ads, which run until December 12th...

video conference

Two minutes on: the new online ad portfolio

What is it? A new set of online ad formats for the industry Why do we need it? Some online ads aren’t great, by which we mean they aren’t very polite to consumers. They may, in fact have the opposite intended effect and galvanize a consumer into blocking all digital advertising as a result. At the same time, the dozens of screen sizes nowadays means it is harder for brands to create ads that work seamlessly on all, so the new portfolio of ads addresses both issues - improving the consumer...

Brands can now add links to Instagram Stories

The use of Instagram by brands is growing continuously, and this is only going to get bigger, as the image-sharing social network has now made it possible to add external links to Stories. Instagram Stories is a feature that allows users to share videos and pictures with their friends that disappear after 24 hours. Since its launch in August, this has now grown to being used by more than 100 million people every day. The ability to include a link in Stories will first be rolled out as a test to...

instagram stories

IAB UK Chatbot