IAB Connect H1 2025
Tuesday 13th May, 2025 – 9am to 1pm

‘Opportunity in Uncertainty’ is our theme for Connect H1, IAB Ireland’s digital advertising conference on Tuesday 13th May, 2025.

The rapidly evolving digital landscape creates both challenges and opportunities for businesses.

At Connect, we will bring together industry experts sharing on topics such as:  shifting consumer behaviours, the latest in measurement and effectiveness, AI opportunities in media buying and marketing, creative solutions and a special focus on Retail Media in Ireland.

We will also launch the 2024 Online Adspend report with a special presentation from our Adspend partners IRM.

Lunch will be available at 1pm for all delegates to enjoy either at the venue or ‘to-go’! 

IAB Connect H1 2025 – Agenda

Tuesday 13th May, 9am – 1pm
1WML, Windmill Lane, Dublin 2

9.00 Welcome to IAB Connect

Suzanne McElligott, CEO, IAB Ireland

9.10 Launch of IAB Ireland Online Adspend 2024

Madeleine Thor, CEO, IRM

Madeleine will launch the 2024 Online Adspend study and will also share some insights from other European markets on the trends and spends online. 

9.30 Scaling Smart, Not Big: Measurement Excellence in Challenging Market Ecosystems

Barbara Henao, EMEA EVP, Analytics, Choreograph (part of Group M)

Barbara will highlight how effective measurement, when well implemented is a real differentiator, but its successful scaling in smaller markets necessitates the adoption of specific principles.  She will emphasize the crucial need for a strategic approach to measurement that strikes the balance between short-term and long-term growth.

9.55 Beyond the Play Button

Denise Browne, Head of Sales, GCS Ireland, Google

Denise will take a deep dive into the latest consumer viewing patterns and the next wave of engagement with YouTube, in particular with the evolution of CTV.  What does this mean for marketers in Ireland? and how can they continue to build meaningful connections and deliver outcomes that matter?   And how is AI supporting this exciting evolution in viewing?

10.15 Uncertainty is where things happen

Mark James, Business & Development Director, Converge-Digital

Mark will share strategies for dealing with a fast-changing (media) world, and why AI will change advertising more than the Internet ever did.

10.35 TEA / COFFEE BREAK

11.10 Understanding the Digital Audio Listener 2025

Bryan Cox – RED C Research

11.30 Electric Ireland and Dentsu create World-First Digital Media Campaign cutting carbon emissions by 67%

Aiste Petraityte, Advertising Manager, Electric Ireland

Christian McAlinden, Senior Programmatic Manager, dentsu

A collaboration between Electric Ireland, Dentsu, Greenbids and SeenThis, which resulted in significant sustainability and performance improvements in a digital advertising campaign for Electric Ireland by Dentsu. The campaign achieved notable reductions in carbon emissions and increased engagement metrics, setting a new benchmark for sustainable advertising.

11.50 Estimation of Digital Ad Emissions: The Path to Standardization

Dimitris Beis, Data Analyst & Sustainability Lead, IAB Europe

12.05 The Reality of Retail Media

Helen Beecher, Digital Development Director, OMG

Helen Beecher is co-chair of the IAB Retail Media Council and will provide an update on the remit of this council to prove and promote the effectiveness of all aspects of Retail Media Advertising. She will also showcase the results of a recent survey assessing attitudes to Retail Media in the Irish marketplace.

12.15 From Click to Pour: Transforming Guinness Nitrosurge with Data-Driven Marketing

Tara Daly, Senior Digital Marketing Manager, Diageo

Tara will share a case study for Nitrosurge – leveraging and testing Retail Media opportunities in Ireland.

12.30 PANEL: Opportunity in Uncertainty

Moderated by: Suzanne McElligott, CEO, IAB Ireland

Panelists:

Aiste Petraityte, Advertising Manager, Electric Ireland
David Murphy, Head of Digital Media Solutions, The Irish Times
Dave Thomson, Head of Digital, Starcom
Stha Banks, Sales Manager, Services, UKI, Meta

13.00 Conference Close – Lunch is available to enjoy at the venue or ‘to-go’