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This Green Paper, produced by The IAB’s Performance Marketing Advisory Group, considers the current online to offline market landscape from the perspective of the digital advertising and marketing industry, the source of many of the technologies which are fuelling rapid changes in consumer behaviours. At 39% of total UK adspend (IAB/ PwC Adspend, FY 2014) digital advertising is evolving into the most exciting advertising platform since TV began captivating its audiences with mini-dramas worthy...

See the full research here Advertisers spent a record £3.98 billion on digital advertising in the first half of 2015 – up 13.4%¹ year-on-year – according to the latest Internet Advertising Bureau UK Digital Adspend report, conducted by PwC. Display advertising revenues grew at more than twice the overall digital rate (27.5%) to hit £1.31 billion – 33% of total digital ad spend, its largest-ever share. Within display, video ad spend grew 56% to £292 million – accounting for 22% of display revenue...

Mobile now accounts for 34% of all pounds spent on digital display advertising in the UK (Source: IAB / PwC Digital Adspend Study Full Year 2014). According to the IAB’s 2013 RealView study, 4 in 5 people won’t leave home without their smartphone, and a third of people consider their smartphone as a ‘lifesaver’; so it is great to see the industry catching up with these trends. The IAB is committed to making mobile and cross-screen advertising more accessible for brands and agencies. In a time...

The IAB believes in an ad-funded internet. Our goal is to minimise Ad blocking by making all forms of digital advertising more effective, acceptable and relevant to people's interests. We want to help brands reach their audience and to provide revenue to publishers so they can continue to make their content, services and applications widely available at the appropriate cost. We believe ad blocking undermines this approach. All information is correct as of September 2016.

However, an important part of this is listening to consumer feedback and IAB UK research shows that 15% of online adults are using Ad Blocking software. We take this seriously and we understand that when consumers encounter poor user experience online this will lead them to block ads. Because of this we are launching a range of measures to address Ad Blocking and to promote a better user experience. To coincide with IAB Engage today and led by the IAB Tech Lab we are launching the L.E.A.N. Ads...

See the full research here Ad blocking is more prevalent among men surveyed (23%) than women (13%) and the propensity to block ads decreases with age – from 35% of 18-24 year olds to 13% of people 55+. 40%’s main motivation isn’t to block all ads However, less than six in 10 (57%) people who’ve ever downloaded the software said their main motivation was to block all ads; 20% said the main reason was to block certain types of ads or ads from certain websites. Less interference and fewer ads main...

The IAB wanted to find out how prevalent the use of ad blocking software is in the UK, why people want to block ads and what would make them less likely to do so. In order to answer these questions, the IAB commissioned YouGov, who conducted a survey of 2,052 GB online adults in Oct 2015. This is a follow up from the adblocking data from June 2015.

The IAB has submitted written evidence to the House of Commons Science and Technology Select Committee’s inquiry into ‘Big Data’. The submission provides an overview of the UK digital advertising market and its role in the digital economy, and how data is used to make advertising more efficient, relevant and effective. It is also highlights potential barriers to the use of data in advertising, in particular a restrictive reform of EU data protection law.

During the devastating attacks in Paris on Friday (13th November), Facebook enabled a service that allowed users to mark themselves and their friends as safe. This has been used in the past for natural disasters, and was rolled out for the first human disaster last week. The service works by using location tools such as the home city you have listed and where you are connected to the internet to establish if you are near to where a disaster has happened. You will then be sent a Facebook...

The complete report is available here The study represents the first serious attempt to detail online advertising’s contribution to the overall EU economy measured in jobs. Online advertising generated € 30.7 billion of revenue for European publishers in 2014, nearly a third of total advertising revenue. Looking purely at digital publishing (as opposed to traditional and digital combined), advertising is by far the most important source for funding journalistic content, providing 75% of all...

Facebook founder Mark Zuckerberg, and his wife Priscilla Chan, have announced upon the birth of their daughter that they now plan to donate 99 per cent of their shares in the social network to philanthropic efforts. The couple plans to set up an initiative to support good causes that "advance human potential and promote equality for all children in the next generation," Mr Zuckerberg said in an open letter on Tuesday night. The project will support good causes particularly in the areas of health...

This mobile viewability FAQ document aims to make it easier to understand the complexities of mobile viewability, why mobile viewability is important and what the industry is doing to help advertisers and agencies maximise their digital advertising budgets. This booklet is the output of the IAB UK’s Mobile Steering Group and Mobile Advisory Group, who worked together to address the frequently asked questions in this field. It is worth noting that this industry changes very quickly, and although...

New research commissioned by the European Interactive Digital Advertising Alliance (EDAA) and TRUSTe, a leading data privacy management company, has revealed that awareness of an icon aimed at providing greater transparency and control over online behavioural advertising (OBA) is rising and can have a positive impact on consumer attitudes towards OBA . The European Advertising Consumer Research Index 2015 provides a comprehensive picture of attitudes and awareness of the European Self-Regulatory...

A study of behaviour and attitudes towards social media among 180 agencies and brands by the IAB UK reveals Coca-Cola and Nike are leading the way in social media marketing – but that the discipline still has a lot of growing up to do. The research can be found here Conducted on behalf of the IAB by ICM Research, the study revealed that 20% of industry respondents cited Coke as one of three brands “doing social particularly well”, followed by Nike (15%) and Virgin (12%). “The study revealed the...

A study of behaviour and attitudes towards social media among 181 agencies and brands, with tips from social media experts on what makes for a successful social media campaign. See the press release here The study revealed the industry’s top four tips for succeeding in social are: being relevant, setting clear objectives early, being authentic and credible and being adaptable.

The new piece of legislation – the General Data Protection Regulation – now has to overcome some final procedural hurdles before formal adoption. The new regime will undoubtedly bring change. As such, the IAB will be developing guidance to help support digital advertising businesses when implementing the new rules. The IAB's Senior Regulatory Affairs Manager, Yves Schwarzbart said: “Europe’s new rules will be the biggest change in data protection in 20 years. However, the IAB believes that they...

While mobile still accounts for a fairly small share of retail sales, the impact is being seen by marketers, according to research conducted by Payvision. In 2014 just 57 per cent of retailers experienced major growth of mcommerce sales. This saw a significant increase to 79 per cent in 2015. As a result of this, the number of respondents that now offer shopping and payment options across multiple devices has also increased from 84 per cent to 91 per cent. The average total of goods and services...