Search

The fact that short-form video’s popularity is increasing probably won’t be news to you, but what is driving its rise? And what does it mean for brands looking to connect with customers through the format? We lead busy lives; we have shorter and shorter attention spans and are used to having all the information we could ever need in the palm of our hands. While this has infinite benefits in connecting us with the world around us, for marketers it means that the competition for people’s attention...

Following last week’s preliminary report by the Belgian Data Protection Authority, the APD, as part of its investigation into IAB Europe’s role and practices in relation to the Transparency & Consent Framework (TCF), IAB UK is fully supportive of IAB Europe’s response. Contrary to the headlines, the DPA has not “found the TCF to breach the GDPR”, and the report is not a final ruling, nor binding. It has been transferred to an internal adjudication unit that will deliberate over the coming months...

Try the tool here Helping SMEs unlock the power of digital advertising Look at the data and you can understand why SMEs often get called the ‘backbone’ of the UK. They make up a huge 99.9% of private-sector business and have grown by 63% in the past two decades - providing millions of jobs and helping to define our nation as one of entrepreneurial innovation. With its accessibility and affordability, digital advertising has played a significant part in fuelling SMEs’ growth - and vice-versa. It...

Earlier this month, the digital ad market recorded its first fall in growth since reporting began in 1997, reflecting the uncertainty and challenges that have been brought about by the pandemic. In order to support both brands and agencies at this challenging time, we’ve developed a new initiative alongside our board and agency members - including MediaCom, Mindshare, PHD, Manning Gottlieb OMD, Goodstuff and Dentsu Aegis - that will see us fund brand evaluation campaigns for clients that have...

Some recent media reports suggested that the system used by hundreds of thousands of website and app publishers to ensure transparency and consent around online advertising was found in breach of GDPR by the Belgian Data Protection Authority. As IAB Europe states, there are inaccuracies in many of the early reports and IAB Europe refutes these as well as many of the preliminary findings of the Inspection Service of the Belgian DPA. Commenting on recent media coverage of the Belgian Data...

What are the benefits of mobile app vs mobile web advertising? What can you measure in-app? Is it all just gaming? And what on earth is an SDK? If you’ve ever found yourself pondering these questions, fear not. We’ve gathered experts from our Mobile In-App Steering Group to give us a key insight into how to use in-app advertising - from those in the know. Featuring Sandra Schneider from ironSource, Russell Burden from AppsFlyer and Richard Smith at Adjust. Find out more about our Mobile In-App...

All digital video should be created for a sound-off environment, all mobile video should be vertical and the six second creative is the holy grail for digital advertisers … right? We’ve all heard these one-liners about digital video advertising, but how true are they for your brand? To find out, we’ve gathered some of the brightest minds in video advertising to offer nuanced insights across creative best practice - debunking some of the most common myths buzzing around the industry while they’re...

Trust, transparency, crumbling cookies and increasing regulation. Buckle up as we get into the hard hitting topics with our Display and Data Steering Group. Tune in for an honest discussion about mistakes made by our industry and what is being done to build a sustainable ad-funded ecosystem with the consumer at its heart. Hear from Matt Bennathan from Oracle, Sara Vincent from Index Exchange and Michael Simpkins at Xandr on what they’ve learned from working in display and what emerging formats -...

Try the tool here Look at the data and you can understand why SMEs often get called the ‘backbone’ of the UK. They make up a huge 99.9% of private-sector business and have grown by 63% in the past two decades - providing millions of jobs and helping to define our nation as one of entrepreneurial innovation. With its accessibility and affordability, digital advertising has played a significant part in fuelling SMEs’ growth - and vice-versa. It’s a symbiotic relationship that has helped to...

Obesity is rightly recognised by the public and by health experts as a complex problem, and one for which there is no single answer. But the proposal to completely outlaw online advertising of certain food and drink is a severe and disproportionate measure that goes far beyond the Government’s objective of protecting children. Instead, it will do untold harm to the UK’s vitally important creative sector and food and drink businesses at an economically precarious time. The advertising sector is a...

IAB UK launches interactive online tool to support small businesses, pulling together tailored advice on how to best use digital advertising from over 30 of its members This follows research showing that 40% of SMEs aren’t using digital advertising and, among those that do, more help is needed to get the most out of it The industry body for digital advertising has today launched a new online tool to help small businesses use digital advertising and maximise the value they get from it. Pulling...

This report looks at digital user habits in the UK during September 2020 and, where appropriate, compares data with June 2020. Given many categories and properties witnessed significant growth or decline during the first lockdown the report also gives an update on those sectors that experienced most change between January and September. Key insights this month include: The UK online adult population spent 280 billion minutes online in September, after peaking at 330 billion during the first...

According to IAB UK’s H1 Adspend update , produced with PwC, video ad spend grew by 5.7% in the first six months of 2020. Shining further light on the causes behind this upward trend, we have worked with our Video Steering Group and YouGov to survey marketing decision-makers about their use of digital video advertising during the UK’s nationwide lockdown in spring 2020. Our survey of 499 marketing decision-makers, conducted between 16-24 July 2020, shows that: Almost 1 in 3 (32%) increased spend...

As part of our work to address the ICO’s concerns about ad tech and real-time bidding, we have worked jointly with IAB Europe to develop this practical guide to carrying out data protection impact assessments (DPIAs). This is in the context of processing data for digital advertising generally, and for real-time bidding, in order to help companies understand their obligations and how to comply with them in practice. It explains how to incorporate the DPIA process into a company’s normal course of...

The pilot In order to increase transparency within the digital advertising supply chain, The Trustworthy Accountability Group (TAG) - formerly known as JICWEBS and of which IAB UK is a board member - ran a year-long pilot between July 2019 and July 2020 to see whether blockchain works as an always-on solution to drive accountability and business efficiency within digital advertising. This was run with Fiducia, the developer of a Distributed Ledger Technology (DLT), as selected by an independent...

What makes a great affiliate campaign? Affiliate marketing is a cost-effective and valuable channel for advertisers but, in an increasingly competitive environment, a great programme needs to challenge the norm and think outside of the box. A campaign should have clear goals from the outset and then build a strategy that leverages a range of different affiliate types to support it. A goal could be anything from generating brand awareness through to converting customers, the important part here...

1. If we sign up to support the Gold Standard, do all the companies we work with have to be Gold Standard certified? We ask supporters to prioritise working with digital advertising suppliers who are Gold Standard certified. However, we recognise that since companies need to be members of IAB UK in order to certify, some players in the industry may not hold a certificate. We also recognise that brands may work with some smaller publishers who may not be big enough to manage the certification...

Sitting down to reflect on 2020, it’s very hard to put it into words. The past 12 months have simultaneously flown by, while also bringing such fundamental and all-encompassing change as to make ‘normal’ life seem like, well, a lifetime ago. The fact that the Oxford Dictionary is also having the same problem when it comes to summing up the year is somewhat comforting. Instead of releasing its annual ‘Word of the Year’, the gatekeeper of the English language has released a selection. ‘Words of an...

What’s happened so far? In July 2019, the CMA launched a market study to assess how well the markets for search, social media and digital advertising are working - with particular focus on the market power of Google and Facebook, consumers’ control over their data and the current state of competition within the digital advertising market. Following an interim report that IAB UK responded to, the CMA released its final report in July 2020. This recognises the benefits of the services provided by...

Our understanding of quality is fundamentally subjective – what one person considers to be a high-quality ad won’t necessarily hold for another. To help us understand quality better, we went straight to the end-user – surveying over 200 UK consumers to explore what quality means to them and what factors lead to the perception of a higher quality online advertising experience. Working with research company Sparkler and our Display & Data Steering Group, we recruited users from a range of website...