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Kicking off the IAB UK’s Ideas Hack Day 2019 at Wavemaker’s Manchester office, Mike Liall, strategy director, Dentsu spoke about insight: what it is; where you can find it; and what you can do with it. The Collins Dictionary defines insight as “a penetrating and often sudden understanding of a complex situation or problem”, he said, adding: “Data is ultimately useless unless we do something meaningful with it. Insights can be around demographics, attitudes, behaviours, cultural, societal or...

The IAB UK’s CEO, Jon Mew, welcomed delegates to Manchester’s Bridgewater Hall and stressed the need for the industry to come together to build a sustainable future for digital advertising. Mew pointed out that, while advertising employs nearly 1 million people in the UK - with Manchester the second biggest city for the industry - trust in advertising is at ‘an all time low’. He also voiced a desire to learn from growing, direct-to-consumer brands, as well as urging those present to get involved...

It’s tempting to jump in right at the deep end and pick the glitziest AI solution with the most bells and whistles right from the start of your campaign. But while we all want the latest, shiniest gadgets, those aren’t the bits of tech that’ll make the most difference – at least in the short run. Here’s a few tips on why you should avoid the ‘bigger is better’ mentality and get closer to the AI that will make a real difference right now. The future is here and now Despite visions you might...

Following P&G’s lead, brands and advertisers began paying more attention to where their programmatic budgets were going. They wanted to understand how much of every dollar spent actually got in front of the consumer. There was a feeling that businesses throughout the ad tech ecosystem were unnecessarily obscure about their business models, and that everyone had a hand in the pot. A WFA report revealed only 14% of advertisers had a good understanding of the proportion of their programmatic budget...

Those were the days Back in the halcyon days of advertising-led marketing, customers would find a brand they liked – from washing powder, through to banking – and if they found that it passed ‘the Ronseal test’ (i.e. it did what it said on the tin), they stuck with it. In the absence of a brand failing or a dramatic price promotion from a competitor, people were likely to stay loyal to ‘their’ brand, sometimes for life. As time moved on, branded competition grew and, in the Mad Men era of...

International Women's Day is an important day that calls for gender equality and celebrates the social, political, economic and cultural achievements of women. Inspired by #MeToo and #TimesUp, this year's IWD theme is #PressforProgress, acknowledging the mounting global advocacy movement surrounding sexism and gender parity. Below a few of our team members talk about the significance of IWD and what it means to them. What work do you admire in relation to women’s rights and equality? Catherine...

The modern, bold look represents IAB UK’s leadership position and marks the next chapter of the trade body, which turns 21 this year. “Digital advertising has matured and so have we” said James Chandler, Chief Marketing Officer of the IAB UK. He added, “Our refreshed branding visually represents the evolution of our voice as we become more assertive within the industry.” The IAB exists to make the complex simple, which is brought to life through the new site. “We found that our members prefer to...

More than just free snacks (or beer); employees want to work for organisations that understand people are more than their day job and thus provide a healthy work/life balance and an environment based on trust and transparency. Today I’m pleased to say that the IAB UK was recognised as one of Campaign Magazine’s Best Places to Work based on its commitment to creating an innovative culture, social good, leadership and employee development. Needless to say, culture is very important to the IAB. Our...

A virtual reality (VR) bar serving up 'vocktails' - that's virtual cocktails - is coming to London next month in a world first. Scientists from the National University of Singapore have dreamt up the VR bar concept, which will be showcased at the Future Tech Now and Virtual Reality Show from Thursday April 5th to Saturday April 7th. Innovative technology has been used to create the vocktails that visitors to the event will be able to sample. In reality, they are simply water, but different...

Spotify Ad Studio has been made available to marketers in the UK and Canada, having previously only been accessible by those in the US. This innovative feature of the music-streaming platform allows marketers to create their own audio adverts to be played on the service, enabling them to reach a new audience. Spotify Ad Studio incorporates streaming intelligence to target adverts to audiences based on not only their age and gender, but also their listening preferences. As a result, brands can...

IAB research shows digital display advertising is effective across all metrics! In collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), the analysis collated results from 675 individual campaigns from 2008 through 2017 to see whether digital display advertising is effective. From analysis of these 675 campaigns , on average, digital display advertising: Raises unaided brand awareness up to 12% vs controls Positively shifts brand perceptions by 2 %...

Download the research and view the synopsis. The IAB UK commissioned a meta-analysis report in an effort to understand the level of effectiveness of digital display advertising campaigns. In collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), the analysis collated results from 675 individual campaigns from 2008 through 2017. The metrics used in the analysis measured the effectiveness for four main marketing objectives - awareness, brand...

The research consisted of qualitative research groups across three locations (London, Birmingham and Manchester) offering consumer insights into their understanding of what content and native is and what works. In summary: People are ‘Always on’ - It’s a less conscious decision to switch on and ‘go online’ People are online with a primary purpose in mind - Their primary need should be respected People have a low tolerance for interruptive advertising Relevance and value are key to the...

Snapchat users are 300 per cent more likely to make purchases via their smartphones than those who don't use the social app, new research has revealed. Criteo carried out a study assessing Snapchatters' smartphone shopping habits, which led to the discovery that 33 per cent of the app's users are happy to spend £100 in one go via their smartphones. This places them 74 per cent more likely than those not on Snapchat to spend money via their mobiles. Some 12 per cent of millennials (18 to 34-year...

Knorr is using innovative artificial intelligence-based tech to deliver a new campaign that promotes recipe ideas to Instagram users, influenced by the images they've posted on the platform. The brand worked with the agency AnalogFolk on the campaign, which uses a clever algorithm to analyse Instagram data before suggesting recipes that would complement their lifestyle. For example, Instagrammers who posted about a snowboarding event in the Italian Alps were linked to a one pot pasta and ragout...

See dax's latest report on the rise of the digital audio advertiser below.

O2, EE, Three and Vodafone have kicked off a bidding process that looks set to last several weeks to become 5G network providers in the UK from around 2020. The country's four main mobile networks are joined by two other players in the auction: Connexin Limited and Airspan Spectrum Holdings. The former is primarily focused on providing network coverage across Hull and Lincolnshire at present, while the latter has a large presence in Ireland and is rumoured to be eyeing European expansion. Next...

Research from IAB UK and Differentology that looked at the best ways to advertise to people on smartphones. The study revealed that ads optimised for smartphone devices can shift brand metrics and can increase positive perceptions, such as that of the brand being viewed as more premium and more trusted. IAB UK and Differentology compared consumer opinions of standard (non-optimised) and bespoke (smartphone optimised) creatives using a nat rep smartphone survey, in-depth interviews and facial...

See the research here The IAB UK have released a study that looked at the best ways to advertise to people on smartphones and revealed that fit for purpose ads - those optimised for smartphones - can shift brand metrics and can increase positive perceptions like that of the brand being viewed as more premium and more trusted. "As digital advertising matures, it's important the UK is leading the charge in building a sustainable future for our industry," said Tim Elkington, Chief Digital Officer...

YouTube has announced that it is making it much easier for vloggers and other content creators to livestream videos via the platform with the introduction of a new feature. Previously, YouTubers have needed a computer with an encoder to livestream via the site, but a few tweaks from the video giant mean this is no longer necessary. Instead, people will be able to livestream to YouTube directly from their smartphones or from their computers with just a few clicks. In a blog announcing the changes...