digital convergence: redefining advertising
Post on 01-Feb-2022
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Online Adspend 2013 – 2016
Source: IAB PwC Adspend Studies 2012 - 2015
Mobile is a key driver of online Adspend growth.
• In 2015, 81% of the Gross Online Adspend growth was due to an increase in Mobile advertising
IABIrelandPriorities2017
Coalition for Better Ads
Pan European Viewable Impressions
Initiative
GDPR / ePrivacy Regulation
CoalitionforBetterAds
Dedicatedtoimprovingusers’experienceofonlineadvertisingleveragingconsumerinsightsandcross-industryexpertisetodevelopandimplementnewglobalstandardsthataddress
consumerexpectations.IABIrelandrepresentsIABEuropeontheCFBA.
CFBAInitialStandards-Desktop&Mobile
13
ì Aconsumercentricapproach-Over25,000consumersrated104adexperiencesacrosstheNorthAmericaandtheEUDec2015toFeb2017
ì Thesurveymodelreplicated“realworld”experiencesofusersviewingadswhileconsuminghigh-qualityonlinecontent.
ì 4typesofdesktopadsand12typesofmobileadsfellbeneaththethreshold
ì CFBArunsalongsideIAB’sLEANformats(Lightfilesize,Encrypted,AdChoicesenabled,NonInvasive)LEANscoringwillpubliclyrankpublishers,advertisersandagencies
CFBA-NextSteps
15
ì Coalitionwillprovideabroadrangeofeducationalactivitiestoeducateindustryandencourageadoptionoftheresearchfindings
ì Roadmapforresearchtobereplicatedinothermarkets
ì CFBAresearchfitswithLEAN/IABFlexAds
BackgroundContext:EuropeanViewableImpressionsFramework
• Support the drive for transparent measurement of ‘viewability’ of digital ads
• Drive for comparability with TV
• Establish digital ‘opportunity-to-see’
• Progress towards digital ‘gross rating points’
• Individual markets: varied viewability trading practices and market characteristics, different stages of development
KeyBenefitsforallIndustryStakeholders
1. Significant reduction in viewability measurement discrepancies: • ensure all measurement providers use a consistent methodology (based upon a standard and
robust set of principles) to ensure results are comparable across providers
2. Towards a fully viewable digital advertising environment: • standardised process and certification framework will help significantly reduce payment for
non-viewable impressions
3. Improved transparency and value for all stakeholders (e.g. advertisers, agencies, publishers, measurement vendors):• deliberately designed to have a positive impact upon the whole industry - irrespective of
business model or size
4. Harmonised multi-national approach:• generates significant benefits (efficiencies and effectiveness) to all multi-national businesses
in the advertising ecosystem• alternative is a series of disparate and costly national initiatives - in mid to long-term, would
cause ongoing challenges for all major stake-holder groups
SummaryofCertificationFrameworkStructure
Seal of approval Compliant viewability measurement vendors would gain a pan-European seal of approval which is recognised across participating markets and removes the need for costly and time-consuming market-by-market certification.
The seal would indicate: • The pan-European authority (defining the
best practice principles and processes),• The independent certification provider
(local auditor complying with pan-European principles and processes)
• The local standards authority (checking the local auditor and issuing the seal)
Local authority composition is agreed by the local market.
Cross-industry steering group / pan-Euro Authority
European Viewable Impression Principles
Local standards
body (authority)
e.g. JIC
Independent certification
provider(auditor)
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