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Hosted by Ebiquity’s Morag Blazey, the event took place at the Institution of Technology and Engineering (IET) in central London. Blazey introduced four guests: Justin Gibbons, founding partner of Work Research, who outlined in particular the tension between long-term brand building and short term sales; advertising legend Sir John Hegarty, on the power of creativity and the need for effective context; 02’s head of creative and media, Simon Valcarcel; and JC Conti, CEO of out of home marketplace...

Arsenal FC has now got its own chatbot to help fans find out the latest stats and news, as well as answering questions and delivering video. Robot Pires will appear on all sorts of social media platforms - from Facebook Messenger to Slack - and will respond to requests directly from fans. Individual users will be able to harness the power of the digital version of one of the club’s greatest players in whichever way suits them. Casual supporters may simply want to be updated on the score, while...

The UK is one giant step closer to tackling online ad fraud today as the Trustworthy Accountability Group (TAG) and Joint Industry Committee for Web Standards (JICWEBS) announce the next stage in their partnership, with the adoption of the TAG ‘Certified Against Fraud’ programme in the UK from 1st January 2019. This programme has seen great results in the US, including an 83% reduction in fraud in TAG certified channels. The programme will offer the significant benefit of implementing the same...

The UK digital advertising market is a success story. Through its Digital Charter, the Government has set itself the task of making the UK the best place to start and run a digital business, and it’s beginning from a strong position with the online ad industry. The market not only contributes directly to the economy – every £1 spent on advertising contributes £6 to GDP – but also helps to fund digital content and services. And the UK leads Europe: our digital advertising market is larger than...

Lego has launched a campaign to target stressed millennial adults instead of children for the first time. The plastic bricks manufacturer has produced an Instagram ad that sees a woman abandoning the quest for inner peace through yoga and turning to building a sailing ship out of Lego instead. It is tapping into a trend known as ‘kidult’ in which adults rediscover the pastimes of their youth to be reminded of the simple things that bring enjoyment. The company said in a statement: “Need an...

Google shares tips on crafting mobile experiences that people love The search giant’s Alessandra Alari and Miguel Carlos Martinez Diaz on how to create those mobile experiences that are critical to brand success Mobile performance is still far behind desktop and disappoints consumers, Google told delegates today at the IAB UK’s inaugural #Nonference. Fortunately, there is technology that can help. Google pointed in particular to AMP, its Accelerated Mobile Pages project that has the stated goal...

RYOT Studios present a guide to AR, VR and MR storytelling Oath’s branded content team break manipulated reality tech down into digestible chunks at the IAB UK’s Nonference XR technology – the umbrella term for technologies which manipulate reality, such as VR, AR and MR – can be confusing, admitted RYOT Studios at today’s Nonference. But with global AR ad spend alone having almost doubled last year, and the fact that this technology has the power to completely immerse users thereby offering a...

TripleLift shows how to create a native ad in a matter of minutes TripleLift’s Elisa Huh showed ‘nonferencers’ today how native programmatic can scale, quickly and easily, with brands able to create native ads faster than they can make a drink. TripleLift challenged ‘nonferencers’ today to create a native ad faster than you can create a really good cocktail, after Elisa Huh, director, partner management, shared a demo of its easy to use Wizard platform. Those taking part were competing to win an...

Meet people where they are: message in a bottle This session lifted the lid on the understated but powerful potential of conversational messaging. Nick Pestell, Head of Agency, Facebook reminded us that the marketing funnel is so 90’s. So 1890’s when Elias St Elmo Lewis first developed AIDA - the awareness, interest, desire and action model. The forces of change have made their mark and brands need to adapt their strategies to stand out. First people and their expectations are changing - same...

Strictly come influencing An expert panel joined @socialcirclehq to share tips on how to become the next YouTube sensation. Today’s Nonference is about taking part, we were told, and so a lovely panel of influencers joined Social Circle on stage to critique videos produced by first-time creators. Whether we were witnessing a vintage shopping spree in Shoreditch captured via Instagram Stories; the scouting of a location for a music video; a fitness challenge; or the IAB UK’s very own industry...

AR you ready for the revolution? Snapchat showed the audience how easy it is to create customised, original lenses at today’s Nonference. ‘Nonferencers’ were invited to download Snap’s Lens Studio today, before being walked through the process and shown how easy it is to create custom lenses. The crowd was told that what makes Snap different is the wider implication of audiences growing increasingly accustomed to having a camera on their smartphones, always to hand, and how these generations of...

Media Chain’s Sporf brand on how to cut through the noise on social Nick Speakman, founder and head of Sporf, told delegates at today’s #Nonference how to engage today’s internet dependent millennial fans Delegates at today’s IAB UK Nonference today learnt how millennials engage in ‘fast filtering’ behaviours, with Sporf’s Nick Speakman sharing the key characteristics of this audience segment. He shared the story of how he started the site whilst studying at Loughborough University, where he...

Last week at our inaugural Nonference event, Neuro-Insight and marketing agency Mindshare hosted their session titled 'Alexa or Alex? Our subconscious response to the gender of voice assistants'. The full research revealed a positive bias towards female voices among younger people - those aged under 35 - and gives strong reasoning behind the female gendering of home assistant devices like Amazon's Alexa and Microsoft's Cortana. It found that subjects of all ages and genders were 32 per cent more...

Thank you for not taking notes Thanks to the wealth of sessions on offer at our inaugural #Nonference last week, everyone had the chance to experience something out of the ordinary and really learn through 'doing' rather than just listening - a rarity at your average industry event. We thought we’d share a little insight into our day via numbers and recap on some of the stand-out themes of the day, for those who were there but also for those who sadly missed it. It’s hard to narrow it down, but...

Avnet has teamed up with Not Impossible Labs to create a product that could transform the concert experience forever. Music fans will be able to don a vest made from Vibrotextile, complete with wrist and ankle bands that pulse in time with the beat, to feel, as well as hear it. The wearables are expected to be particularly popular with the deaf audience, opening up a new way to appreciate music, although the Music: Not Impossible bundle is not aimed exclusively at this market. For the wearable...

John Campbell gives advice on gaining results in voice search using Google. To date the majority of advice around gaining results on voice search has been focused on gaining featured snippets on traditional Google web search results. Featured snippets, or answer boxes, appear when Google extracts the answer to a user’s search from an existing ranking page. For example, “ lowest calorie food from chinese takeaway”. At the time of writing Google created a snippet of information from a page on the...

The internet has transformed the world as we know it, changing the way we operate, the ways we interact with brands and the way we communicate as human beings. Digital products and services have continuously evolved and as a result, the digital advertising market alone has grown from 8% market share in 2005 to 52% in 2017 (Source: IAB / PwC 2017 Digital Adspend Study). The IAB’s Guide to Digital Innovation features 17 expert led chapters discussing the innovations in digital that could impact...

Data is helping advertisers and brands know their audience and gain insights into customer behaviour. But for companies to use data successfully they need to understand the consumer on an individual level in addition to knowing what they search for online. Mark Lindsay, sales director at Experian, says: “Take, for example, a student who has a passion and an interest in high-performance cars and who is online looking at websites with expensive cars. “Does that mean that we can understand from...

Brussels, 12 November 2018 - IAB Europe, in collaboration with IHS Markit, has today published the AdEx Benchmark H1 2018 Study revealing that digital advertising grew by 10% to €25.7bn in the first half of this year. The Study reveals that mobile ad spend crossed the €10bn mark and is approaching a 50% share of digital ad spend. The latest European Programmatic Market Sizing Report published by IAB Europe and IHS Markit shows that more than half of programmatic display spend is in mobile...

Using the latest RAJAR MIDAS research for Autumn 2018, the IAB took a deep dive into the UK's digital audio audience. The results revealed that: In total, 25.8 million people in the UK listen to online audio, 47.1% of the 15+ population People spend 12.6 hours a week on average listening to digital audio, increasing to 14.9 hours on average for 15-24 year olds 17% of people who listen to digital audio listen exclusively online. This increases to 30% of 15-24 year olds.