IAB Connect H2 showcased innovative measurement strategies utilising AI, focused on maximising attention and brand building. We also shared the latest learnings from agencies, platforms and publishers and as our industry dedicates itself to a more Sustainable future, a very timely case study from Energia on digital advertising carbon measurement.
Event Decks (relevant links where decks can’t be shared)
Johanna Schmidt, Director – Data & Measurement EMEA, Google
Summary: Powering growth with measurement & AI in a privacy first world
On generative AI: McKinsey predicts that generative AI is forecasted to add $2-$4 Trillion in market value to the economy globally in the years ahead (across 60+ use cases in sales, services, marketing…).
On predictive AI: Examples:
- Retailer Fruugo was able to capture 36% more conversions that would otherwise have been lost, while reducing the average cost-per-action (CPA) by 26%, using privacy centric and AI-first Marketing solutions (Consent Mode, pMax, and Google Analytics 4).
- Retailer bol.com embraced AI solutions to boost performance
On Measurement: 4 ways to move forward with confidence in a privacy-first world, using AI powered solutions; and Measurement considerations for 2024 and beyond.
On Experimentation: Harvard Business review found that advertisers who ran 15 experiments in a given year saw about 30% higher ad performance that year, compared to advertisers who did not experiment.
For more, please contact Eoghan Phipps, Country Manager, Ireland & Sector Lead, UK Large Client Sales · Google
Cécile Blanc, Head of Growth, Group M Nexus
The opportunities for AI in media buying
Cécile shared the opportunities AI offers in the programmatic ecosystem.
Mark James, Director of Business & Strategy, Converge
The Power of Positive Measurement: A Practical Toolkitfor Irish Advertiser
Gavin Byers, Head of Agency and Key Client Sales, Mediahuis
Advertising Effectiveness – Innovation & Measurement – A Publisher’s perspective
Tom Roach, VP Brand Strategy, Jellyfish
Brand-building creativity in digital
Ross O’Mullane, Head of Digital, Energia Group
Building Sustainability into Energia’s Ad campaigns