Search

The growth of programmatic media buying and the ever-increasing inventory landscape is prompting many in our industry to call for more transparency in the hope it will lead to greater efficiency with ad budgets. Supply path optimisation (SPO) has become a hot topic recently and with good reason, but what is it and how can it help our industry? SPO refers to an evaluation process of media buying. It allows buyers to assess the effectiveness of their supply side partners (SSP) and identify...

In an industry first, two leading UK advertisers have publicly pledged their support for IAB UK’s Gold Standard by committing to work with certified digital advertising suppliers wherever possible. Tesco and McDonald’s will also encourage any digital advertising suppliers that aren’t currently Gold Standard certified to sign up, as well as internally educating their teams about the benefits of the initiative. Gold Standard certification began at the start of 2018, with the initiative bringing...

“Want to tune in to the audio market and turn up your creativity? Armed with a brief, you’ll build an audio strategy before writing a pitch perfect script. The number one idea will even be recorded for the winning team.” When we came in, there was three tables, and each of them had a different brief. When we were all in the room and settled, the presentation went underway. We were told to close our eyes, and then a piece of audio played, which was the sound of the ocean, and we were told what we...

The latest IAB Listening Britain results paint a very healthy picture for Digital Audio as overall audience numbers grow to reach a huge 29.6 million in the UK weekly – up 3.2M YoY. This correlates with the explosion of world-class audio content we’ve seen across the year, including eight of our own new digital radio stations from Absolute Radio 10s to KISS Ibiza and KISS Garage. Get ready for this output of content to expand further in 2020 as more players enter the digital audio game. As ways...

The report examines the high-growth markets and the metrics marketers in financial services should grasp. You can read the key findings below: APAC is the leader in finance app use globally – finance app downloads have grown by nearly 4x in just four years, driven by the popularity of WeChat and Alipay In Europe and North America, it’s the calm before the storm – finance app downloads in those two regions have reached a comparable level to APACs level in 2014 Banking apps have the best retention...

Using UKOM approved Comscore data, the DMO shares insights into what the UK Population is doing online by providing a top-line snapshot of audience behaviour each quarter. UKOM has approved Comscore’s multi-platform data which reports audience behaviour across desktop, tablets and smartphones. Key insights for Q3 include: Mobile’s share of time online continues to grow, up from 78% in June to 81% in September – driven by smartphones (up from 67% to 71%) Adults spent on average 3hrs 34mins per...

In part two of a series that deep dives into different digital channels we spoke to Gemma Howly, Search & Automation Lead UKI at Google, about how the search channel is using, and embracing, automation. How is automation currently being used within search? Automation is having a big impact on search marketing and is being used in two core ways; to drive business results and operational efficiencies. To drive business results, advertisers and agencies are using automation and machine learning, in...

In part three of a series that deep dives into different digital channels, we spoke to influencer marketing experts Buzzoole about how the influencer channel is using, and embracing, automation. How is automation currently being used within the influencer channel? Within the Influencer Marketing industry, automation is being used in two main areas: to measure brand affinity and to optimise campaign management. With regards to brand affinity, AI algorithms can scan thousands of images and...

The digital ad industry recently marked a significant birthday, with journalists and Twitter enthusiasts alike reflecting on the milestone. No, it wasn’t for yours truly (my next big birthday is a way off thanks and probably won’t result in a feature piece in Campaign). It was instead the banner ad that marked its 25th year, making it a quarter of a century since the first one took to our screens in 1994. Remember that? When dial-up, floppy discs and faxes were all the rage and mobile phones...

Using Ogury Active Insights, Ogury were able to explore the mobile use of five specific age groups, ranging from 18 to 64, to gain a more granular understanding of the interests and affinities of each age group. Key findings: Having grown up with the internet, Gen Z and Millennials (18-24 and 25-34) are by far the most frequent mobile users. Mobile is their portal to the world and everything is social. Dating, friendship building, and social presence is key, but their device use is not limited...

How is automation currently being used within native? Automation within native can be found across all aspects of the supply chain. It is used throughout planning, fulfilment and reporting to simplify otherwise laborious or impossible manual tasks. The list of applications is so long; it’s safe to say automation is an integral part of modern native technology. On the sell side, creative assets can be automatically discovered and ingested for use during pre-sale, and post-sale campaign setup...

Following yesterday’s General Election, I would like to take the opportunity to congratulate the Government on their majority win. At the IAB, we look forward to continuing to work closely with the incoming ministerial team at DCMS to ensure a sustainable future for digital advertising. From the perspective of the digital advertising industry, our priorities are now to see a smooth exit negotiated from the EU, which maintains data flows between the UK and other countries and minimises economic...

Podcasts are making up an ever increasing portion of the UK audio market, with 9.4 million people listening to over 65 million hours of podcasts every week. This compares with 29.6 million people listening to other forms of audio, including music, each week. The car and the office are the most popular places to consume podcasts, with just under half (48%) choosing to listen to them on public transport, and just under a fifth (18%) tuning in during hours usually reserved for work and study. But...

It’s been dubbed “drowning in data” – using data with limited context and no real focus on use-case. This year, IAB UK warned brands about being ‘clickheads’ and encouraged them to take a more diverse approach to measurement strategies in order to effectively inform and optimise digital campaigns. The biggest numbers – click through rates, impressions and reach – aren’t always the most appropriate ones to focus on, and campaigns suffer as a result. The plethora of data available, with...

IAB UK welcomes the opportunity to respond to the CMA’s market study interim report, and the consultative approach taken to formulating future recommendations. It’s imperative that, in exploring what appropriate measures may be to increase competition in the digital advertising industry, boost transparency and tackle fraud, the CMA protects the value our ad-funded digital economy delivers to users and the UK’s position as a world leading online ad market. The internet relies on digital...

According to the old marketing adage, ‘the customer is king’ – and never has this been truer than today. The digital age has bestowed much greater power upon consumers, and they are now also judge, jury and executioner when it comes to their relationships with companies. Customers have access to more information and options than ever to help them decide how and where to spend their money. Social media chatter influences consumer trends and online reviews drive purchasing decisions. With just a...

Following the publication of the ICO’s 'Update report into adtech and real time bidding’ in June 2019, the industry was given six months to respond to the findings of its review of the use of personal data in the real time bidding (RTB) process. Since then, we have been working closely with our members and with IAB Europe to develop an effective and proactive plan to help companies engaged in RTB to understand and meet their data protection and privacy compliance obligations in practice...

The appointment follows a broad industry consultation and a tender process undertaken to ensure that media owners, advertisers and agencies can continue to rely on UKOM endorsed data for audience reporting and be confident that it is at the forefront of an evolving online marketplace. It means that: UKOM endorsed data will recognise the primacy of mobile devices for accessing internet content UKOM data is currently reported monthly and from January 2021 the data will, for the first time, cover...

In response to the ICO’s ‘ Update report into adtech and real time bidding ’, published in June 2019, IAB UK has set out a series of actions designed to help companies engaged in RTB to understand and meet their data protection and privacy compliance obligations in practice. The ICO’s report summarised the findings of its review of the use of personal data in the real-time bidding process in terms of the relevant provisions of the GDPR and ePrivacy legislation. Following its publication, the...

IAB UK has hired Elizabeth Lane in the newly created role of Head of Research and Measurement and Dominic Tillson as Head of Industry Relationships and Initiatives. Lane joins IAB UK from the Department for Digital, Culture, Media & Sport (DCMS) where she led research and analysis for media and creative policy. Prior to this she worked at the BBC and Ipsos MORI. Lane will oversee the IAB’s research strategy, including the launch of major insight projects in 2020. Tillson, who has worked in...