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Meet Your Audience Where They’re Listening With most people still spending most of their time at home - we find ourselves turning to audio to soundtrack the various moments throughout the day. This has opened up new opportunities for brands to reach people in relevant ways - but only if the message lands right. Recent research from Spotify reports that 45% of listeners wish brands could understand what they're doing when they hear (or see) ads, so they can be more relevant and less disruptive...

Driving Results for Publishers and Buyers The digital marketing industry is grappling with the pandemic's impact on ad spend, swirling questions about the future of Identity, as well as the upcoming US election, Cyber Monday, and the holidays. Join Aleksandra Injac, Mindshare’s US Programmatic Lead, Jessica Kadden, Meredith’s Vice President of Programmatic Sales, and Alex Gardner, Index Exchange’s Chief Revenue Officer to hear about the programmes and initiatives publishers and marketers are...

The Music Must Go On We could all name a dozen music videos which will stick with us forever. They have this magical way of bringing your favourite songs to life and connect you with the artist and the narrative behind those lyrics you can’t help but sing along to. Celebrating the enduring power of music videos and their impact on the world of media and advertising, Vevo launched their 2020 Digital upfront: Vevo Homecoming. Vevo’s upfront features an introduction from international superstar...

Tracking the traffic Similarweb are offering a daily assessment of the repercussions on consumer and business behavior amid the growing coronavirus outbreak. The tool drills down into data on the sectors and industries that are being most impacted, as well as tracking the traffic patterns to different websites offering statistics on COVID-19. Take a look. Evolving OOH With a rather dramatic shift in how we live our lives - from social distancing and working from home to changing our shopping and...

From doing our weekly shop to catching up on the daily news, apps have become an engrained and essential part of our daily lives. So it’s no surprise that our appetite for apps saw us download a total of 204 billion of them in 2019 and that latest data shows that usage is surging in lockdown. But are marketers fully embracing the opportunities that can be found in mobile and in-app advertising? And what is the outlook for the channel going forward? We spoke to the IAB’s Mobile In-App Steering...

The Covid-19 pandemic has had an unprecedented impact on all of our lives. As we start to adjust to the realities of a home working economy, it is important for us to monitor how consumers’ behaviour is changing, the opportunities and challenges being created for different channels and the overall long-term impact that this period may have on our industry. Here, IAB UK’s Video Steering Group share how they’re seeing the Covid-19 outbreak change viewing habits, including insight from Carat UK...

As part of our work to address the ICO’s concerns about ad tech and real-time bidding, we have developed this guidance on special category data, to help companies understand their obligations, and how to comply with them in practice. The guidance aims to help educate the digital advertising industry about: What ‘special category data’ is, as defined in the GDPR (including how it may arise from the way in which other data is processed) The legal provisions and requirements that apply to...

In our response to the ICO’s Update report we identified a number of actions we would take in relation to special category data. These included developing UK-focused guidance on the Content Taxonomy; education for the industry on special category data restrictions and requirements; and work to identify potential controls to minimise the risks of special category data arising from the use of other data (such as the content of referred URLs and other information related to bid requests), if it is...

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...

Healthy competition is the bedrock of a successful, diverse and sustainable digital ad industry. The IAB is fully committed to supporting a fair and competitive UK online marketplace and its ability to compete globally. IAB UK responded to the CMA’s ‘Online platforms and digital advertising market study’ interim report , published in December 2019, and we will now be looking closely at the recommendations in its final report and engaging with the call for information from the new Digital Markets...

Launching today, the 2020 Guide to Digital Innovation delves into key digital trends and looks to the future of innovation to ask what’s next. It has been created in partnership with 36 member companies from across the digital ad industry to provide a 360 degree insight into fast-evolving areas of digital, advice on how brands can authentically tap into them and to help businesses prepare for the future. The guide is split into six chapters: Market Disruptors : The digital innovations that will...

Gaming is at an all-time high in 2020 and will continue to grow as technology evolves and provides more sophisticated and immersive experiences. Increased number of gamers, session length and engagement across the board has led to esports and gaming gaining more mainstream attention than ever, moving into the wider public consciousness. We believe this momentum can catapult gaming into becoming a main media channel for brands and agencies over the next five years and beyond. As of 2018, there...

What is attribution? The (Google) dictionary definition is: “ The action of regarding something as being caused by a person or thing.” So, in our advertising world, it’s the essential practice of being able to demonstrate that doing (or not doing) something in a campaign leads to a measurable, hopefully positive, effect - such as increases in sales, intent to buy, store visits and so on. With an accurate understanding of what is working, brands and agencies can reap the rewards of better...

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...