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Shoppable video - a format that allows consumers to interact with a video ad through a series of clickable signals that lead them through to a purchase - is quickly gaining momentum with brands. In its survey of Direct to Consumer brands, the Interactive Advertising Bureau (IAB US) found the number of brands that planned to integrate shoppable video into their ad strategies grew by 10% from 2018 to 2019. And, with brands seeking new ways to catch consumers’ attention at home during COVID-19...

With the rise of the social media ‘influencer’, a shift change has occurred in the media and marketing landscape, dramatically changing the way audiences interact with each other and with brands. Celebrity brand endorsements, which historically featured household names from popular culture on billboards and TV ads, have evolved to come from more relatable individuals; influencers – or digital-first talent, as we prefer to call them – who live out their lives online to large, super engaged...

The numbers in gaming are staggering. With a predicted global audience of 3.1 billion by the end of 2023, around one in three people are gamers. Research firm Newzoo predicts gaming will create an annual global income of USD$200 billion by the end of 2023. In the UK, the numbers are just as impressive, with 35.2 million gamers – half of us – playing across mobile, desktop, console and esports. Making up this number is a highly diverse audience across a variety of demographics. Contrary to the...

Contextual targeting appears to be having its watershed moment in digital marketing. The online news and content cycles are more volatile and unpredictable than ever before. There are increased data and privacy regulations that make legacy targeting tactics more challenging. We’re also more cautious and cognizant of our ad placements in terms of the businesses and content we’re supporting, the messages our brands are aligning with, and the risks of poor perception by consumers. Those factors...

Rocket are a youth and children's marketing business who help brands understand young people. Their lockdown diaries with children aged 5-11 reveal how kids have reacted to being stuck at home and in this episode James Chandler speaks to James Erskine and Sophie Thirlwell about some of the children's brands that have made a big impression - from Sea Life Centre's lesson plans to Fortnite putting on a concert for 27 million people. Find out more about them at wearerocket.co.uk For more...

In a piece published on Wednesday in The Times by the CEOs of Channel 4, ITV and Sky, a number of claims were made about online advertising - claims that were, somewhat ironically, often neither decent, honest or truthful. Of course, the work in improving online advertising is ongoing but our view is that the opinions expressed in the article didn’t represent the truth about a £15 billion industry that is regulated by the ASA, invests heavily in the cost of self-regulation and offers consumers...

Automation has been widely used within the marketing industry for over a decade. Today, everyday marketing tasks from scheduling follow up emails to posting on social media are done automatically. Yet there are still some areas where automation technology could be hugely beneficial but isn’t used nearly enough. Andy Chandler, VP, Customer Success at Adjust, explores the possibilities available to mobile marketers and discusses why digital campaign management is the next task that needs to be...

Automated digital out of home (DOOH) is increasingly gaining attention as online programmatic services look to enter the out of home (OOH) space and grow their digital reach. This can be seen through the various advertising technology companies starting to offer their services in DOOH as well as online, and even expressing their interest in the potential of programmatic digital out of home (PrOOH). The shifting focus of these players stems from programmatic advertisers looking for an opportunity...

Are our eyes really worth ten times more than our ears?" asked Daniel Ek, Spotify's Founder in relation to the comparable ad spend between video and audio. In this episode, Spotify's VP EMEA and Multi-Market Sales, Marco Bertozzi, discusses the trajectory of online audio, Spotify's work in podcasts and - in case you missed it - his lockdown garden marathon. For more information about how we are supporting our members at this time, as well as resources and trends from across the industry, take a...

Facebook’s ‘ Global State of Small Business Report ’ shows that UK small businesses are among the most digitally savvy in Europe, with over half (56%) making more than a quarter of their sales online, behind only Ireland where 65% are equally digitally savvy. In the UK, 63% of female-led SMEs make a quarter of their sales online, compared to less than half (48%) of male-owned businesses. The survey also found that while 43% of UK small businesses were forced to temporarily close due to lockdowns...

Content Taxonomy 2.1 and Audience Taxonomy 1.1 introduce additional consumer privacy safeguards, which aim to minimise the risk that content categorisation signals within Open RTB requests could be used to generate sensitive data points - about things like race, politics, religion or other personal characteristics - that could result in discrimination. Specifically: The Content Taxonomy 2.1 introduces an extension (indicator) to taxonomy nodes that could be used to generate sensitive or special...

In the last year, we’ve seen an increased demand for transparency and efficiency across the programmatic landscape. One of the ways in which buyers have achieved this is by consolidating their supply partners, with agencies, brands and DSPs deciding which supply side partners they want to commit to working with more deeply and strategically. These buyers are embracing Supply Path Optimisation (SPO) in order to achieve greater control and better outcomes when buying programmatic media. These days...

Influencer marketing is one of the most innovative facets of the digital marketing mix. It has evolved at a phenomenal pace over the last decade and is expected to grow to be worth $9.7bn in 2020 . The latest evolution, Ambassador Marketing, sees brands engaging customers to create content, provide reviews and suggest future product lines, all while putting the spotlight on authenticity. The need for authenticity and relatability is reminiscent of the early days of blogging over a decade ago...

Four months after the WHO declared COVID-19 to be a pandemic, we are starting to understand the impact of the crisis on the UK’s economy. While lockdown is cautiously easing across the nation, businesses’ recovery remains uncertain. Latest figures show that Britain’s economy has shrunk by a quarter since the pandemic began and that it has rebounded more slowly than expected in May - up just 1.8% month-on-month - casting doubt on hopes for a sharp ‘V’ shaped recovery. So what does this mean for...

How has this crisis emphasised the importance of research in the media industry? Mike Follett, Managing Director, Lumen The COVID crisis has unleashed a torrent of (often conflicting) advice and opinion. In response, smart marketers will see the importance of getting real, behavioural data on what is actually happening and what really works. Decent research helps brand owners see through the chaos and take advantage of the opportunities out there. In the next few months, we’ll see lots of...

The research, which was conducted in June 2020, shows that people have been more attuned to brands’ actions since the start of the pandemic and say they are more likely to purchase products from brands that they feel have reacted well to the crisis. They are less likely to buy from brands that they feel have taken advantage of the situation or acted insensitively. Here is a round-up of the key findings: 79% of people asked said that they are likely to favour brands that have behaved well during...

With holidays during lockdown out of the question, there are few industries that have been hit by COVID-19 as hard as the travel industry. In this episode, the IAB's James Chandler talks to Tripadvisor's Associate Director of Research and Insights, Shibani Walia. They discuss Tripadvisor's COVID-19 recovery white paper, new travel patterns already emerging and what consumers want from travel brands right now. For more information about how we are supporting our members at this time, as well as...

After many years working with media companies, Sarah Christie, a coach and hypnotherapist, bought Crockwell Farm in Cornwall where she set up a retreat to help people escape life and manage work-related stress. In this episode of the IAB Connected Podcast, Sarah joins James from here retreat (her description of which will whisk you away to rolling hills and blue seas) to take a different perspective on lockdown: how different types of people have coped, what we can learn from those who have...

It’s official: the EU Court of Justice has invalidated the U.S. Department of Commerce EU-U.S. Privacy Shield Framework in their landmark ‘ Schrems II’ case. To summarise, this means that any company that has been relying on the Privacy Shield to transfer personal data from the UK to the U.S. will no longer be able to do so. The Court also reviewed the validity of Standard Contractual Clauses (SCCs) as an alternative basis for international data transfers and concluded that they remain valid...

Diversity has become an increasingly important discussion topic in the digital advertising industry in the last few years and it has recently been amplified by the #blacklivesmatter movement and protests around the world. Have we, as an industry, done enough to support diversity in our organisations and in our initiatives? Some have probably done more than others, but we can recognise that our industry is far from being a fair representation of society’s overall diversity. At ID5, we have put...