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In part one of a series that deep dives into different digital channels, we spoke to Awin and Revlifter about how the affiliate channel is using, and embracing, automation. How is automation currently being used within the affiliate channel? The affiliate channel has used elements of automation for some time but we are now seeing a much wider range of options and areas to automate. The trick here is finding the balance between tasks that can be automated and tasks that shouldn’t be...

A successful digital marketing campaign depends on a multitude of factors, which all need to play to your favour in order to identify and move customers through your marketing funnel and turn impressions into sales. As is generally true in life, the first step of that customer journey is often the hardest. The top-of-funnel step, often referred to as awareness or outreach, is where you cast a wide net and try to reach as many potential customers as possible, in the hope of creating engagement...

While much of the programmatic world is still adopting header bidding, here in the UK, this transition took place long ago. We are now in a stage of maturity whereby we’re all looking at ways to optimise rather than increasing supply and demand. As noted in a recent eMarketer report, nearly nine in 10 digital display ad dollars will be spent on programmatic inventory in the UK this year. And that adoption isn’t slowing down. So, with this focus on optimisation in mind – as well as the seemingly...

Total UK digital ad spend was up 13% year on year in the first six months of 2019, according to IAB UK’s half year Adspend update. Conducted with PwC, the analysis shows that Display (video) and Search were the biggest drivers of growth between January and June 2019 – up 27% and 13% respectively. Search now accounts for £3.7 billion of total H1 digital ad spend, while combined Display (video and non-video) is worth £2.8 billion, a 17% annual uplift. Non-video remains the largest Display format...

timeTo has today published new research by Credos, the UK advertising industry think tank, which shows one in 10 respondents from timeTo endorsing companies have experienced sexual harassment during the past 12 months. 79% of respondents who had been sexually harassed never reported the incident and 46% of the people surveyed said their company would benefit from very clear sexual harassment guidelines and policies. In response the findings, timeTo is launching an extensive toolkit for all...

The latest AA/WARC Expenditure report shows that UK ad spend rose 5.8% year-on-year to reach £6 billion in Q2 2019, marking UK advertising’s 24th consecutive quarter of market growth. Overall market growth is being driven by increased spend on online advertising, which saw rises across most formats. Digital ad formats for radio broadcasters witnessed a year-on-year rise of 15.9% and online national newsbrands recorded growth of 15.6% over the same period. Digital out of home – not included in...

It takes connectivity to a whole new level. From wearable tech to AR and VR, the impact on how we tell stories and interact with technology is set to be huge. The big question is how will this play out? What opportunities and challenges does 5G present and how can the digital advertising industry best harness it? We spoke to IAB UK’s Video Steering Group and Mobile Steering Group to find out. How do you think 5G will impact the video advertising industry? Sophy Part, connections planning...

GDPR was announced in April 2016, with The Economist subsequently reporting that data is set to become more valuable than oil. Since coming into effect, it has drawn people’s attention to the value of their data, as well as their right to own and protect how it’s collected and used. It has also resulted in large internet browsers implementing technological changes that restrict third party cookies on their browsers; with Safari, Firefox, Explorer and Chrome having either already done so, or set...

Black Friday was introduced into the United Kingdom by Amazon in 2010. Shortly after, it was turbocharged by Asda’s headline-grabbing, in-store frenzy in 2013 – which comically included fisticuffs over heavily discounted Blaupunkt televisions. With IMRG reporting that consumers spent £1.49bn over Black Friday last year, it’s undeniable that Black Friday has become a significant event in the shopping calendar heralding the arrival of the festive season, for retailers and consumers alike. Against...

One of the biggest complaints among internet users is the repetition or obtrusiveness of advertising. Often caused by poor, incomplete or stale data, consumers can find themselves stalked through their online journey, exposed to the same adverts again and again. But how can brands grab the increasingly sought after attention of consumers while not slipping into the territory of ad bombardment? The subject of ad frequency has come under further scrutiny over the past few months. The Trust Group,...

Just as CTV audiences display specific viewing habits distinct from linear TV, IAB UK’s insight shows that advertisers need to be taking into account CTV-specific factors when advertising across video on demand (VOD) services. Crucially, the following should be considered: Ad frequency when binge watching : The advent of VOD services has given rise to a culture of binge watching, with platforms actively encouraging viewers to continue watching. Advertisers should be mindful of over-exposure to...

Lots of people are listening to online audio - 29.6 million people in the UK every week, to be exact. 53.8% of the population aged 15 or over listen to 13.3 hours every week, a year-on-year increase since autumn 2018 when 25.9 million people tuning in for 12.6 hours per week . But what about how people are accessing audio content online? 68% use smartphones, followed by 28% for desktops, and 22% for voice activated speakers (an increase from 16% in 2018 ). Commenting on the results, Jake Jones...

The Advertising Standards Authority (ASA) has today, Tuesday 16 June, launched a UK Scam Ad Alert system in partnership with the major digital advertising and social media platforms - including Facebook and Google - to help get online paid-for scam ads taken down across multiple platforms. We at IAB UK and a number of our members have worked with the ASA to set the system up. The launch follows a successful three month trial during which the ASA piloted a scheme that enabled it to alert...

Responding to the outbreak of COVID-19 in the UK earlier this year, the House of Commons Digital, Culture, Media and Sport (DCMS) Committee launched an inquiry into how the pandemic was impacting sectors within the Committee’s remit. IAB UK submitted evidence to the Committee’s call for evidence, setting out the significant challenges facing the digital advertising industry with evidence drawn from its survey of IAB UK members as well as intelligence from IAB Europe.

The annual report shows that people’s online usage has surged in lockdown with adults spending an average of 4 hours and 2 minutes a day online, versus 3 hours 29 minutes in September 2019, as platforms such as TikTok, Twitch and video call services see unprecedented growth. Ofcom states: “With people seeking new ways to keep connected, informed, entertained and fit during the pandemic, emerging video-sharing and video-calling services are surging in popularity.” Here are some of the key trends...

You’d be forgiven for thinking that Brexit been paused in the midst of the COVID-19 crisis. It hasn’t and you might have noticed that Brexit has been making the headlines again. Like most of us working from home, Brexit negotiating teams have also had to make do with using video conferencing technology. They’ve managed to convene four rounds of negotiations, which is an impressive feat in itself but negotiating over video conference hasn’t been ideal and progress has been slow. It was clear that...

After a short break for our Stay Engaged daily offstage sessions, IAB UK's James Chandler is back in the busiest seat in digital advertising. We kick off this new series chatting to Ed Couchman, UK General Manager of Snap Inc. Ed and James discuss the small touches that make a big difference to staff and clients, the many shapes of recovery (upside down square root, anyone?) and the Snap 2020 Partner Summit. For more information about how we are supporting our members at this time, as well as...