IAB Ireland in 2014 – the Year in Review

It is that time of year already, time to reflect and a look back over 2014 at the key activities, research and events at IAB Ireland.

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Digital Storytelling – share your brand story and get to know your audience

Digital Storytelling was the theme for our fully booked annual conference IAB Connect, in February. Opening the conference Joanne Looby, Guinness Global Senior Digital Manager, Diageo encouraged advertisers to “Live their story not just tell it”.  Other speakers highlighted that the interplay of quality digital content with data provide brands with dynamic new tools to communicate with consumers.

IAB Connect Logo(06-12-10)

IAB’s Search Council showed how search advertising builds a closer relationship with the consumers thereby turning stories into business. Twitter followed with advice to brands to develop an authentic voice, to communicate visually and to always be attentive to the needs of your consumer, and Facebook showed the importance of being mobile first with the balance of their revenue now coming from mobile devices.

Addressing the conference Suzanne McElligott, CEO IAB Ireland said, “Ireland is renowned as a nation of story tellers. The digital channel provides Irish advertisers with powerful opportunities to share their brand stories, to know their audience, to engage, surprise and collaborate with them. Digital analytics enables advertisers to learn from their consumers and greatly enhance their digital story telling.’

The World Cup of Mobile

When the Summer arrived, World Cup fever grabbed us all. IAB focused on the opportunity the world’s largest Sporting event offered to brands. We did a review of the tournament; “Half-Time Analysis” during the event and also afterwards, focusing on the Mobile Usage and the user behaviour of Multi-screening (oh yes, dual screening is so 2013!). Ireland was one of 11 countries participating in an International IAB study, where some 5,500 interviews were conducted with adult football fans, who owned a smartphone across 11 markets (Australia, Brazil, China, Colombia, France, Ireland, Italy, Japan, Mexico, UK and USA). View the Infographic of the research here.

In summary, according to Twitter data, the World Cup championship final between Germany and Argentina set a new Twitter record with 618,725 tweets per minute. Read the associated Press Release here. 

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Ready…..Steady….Mo! for IAB Mobile Connect 2014

Autumn signaled the culmination of months of research on Irish Mobile behaviour, which resulted in the IAB Ireland Mobile Audit and a case-study using Innocent Smoothies on the effectiveness of Mobile Advertising. The H1 Adspend study was also published  This research featured in IAB Mobile Connect  event 2014. The theme of which was Ready…..Steady….Mo!  Speakers at the event covered topics including Mobile Creativity, understanding the Mobile Consumer & how to Mobilise your market. Read more about IAB Mobile Connect 2014 here and view the event video’s.

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In VOD we trust – exploring the Reach, Resonance and Reaction of Consumers to Video on Demand

The power of Video on Demand event, launched new Irish research conducted by Nielsen, shared ideas on how to use Video innovatively and showcased brands who are embracing the emotive power of Video Advertising. The brand new VOD research, conducted by Nielsen, explored the 3 R’s – Reach, Resonance and Reaction of Consumers to Video on Demand, and the opportunities VOD presents to brands. Key results from the research were:  VOD Consumption is a daily activity for Irish Adults, with 16-24 year old viewers being the most engaged – VOD delivers harder to reach audiences.   Also, free ad-funded channels are the most popular for accessing content. Read more about the research and event here.

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Author: Rowena Hennigan is the Communications Executive at IAB Ireland, email: rowena@iabireland.ie

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