IAB Connect 2023 – 16th May – Presentations
Navigating the New Now
Heineken: DEI & Sustainability in Action
Sustainability’s impact on Consumer Behaviour – what this means for Brands
Katey McElroy, Strategic Partnership Manager, UKI, TikTok
Project Artemis – Solving Advertising’s Biggest Problemhttps://iabireland.ie/wp-content/uploads/2023/05/IAB-Connect_Dublin_16May2023_ProjectArtemis_dentsu_Dave-Lenny.pdf
Exploring the Endless Creative Opportunities of Digital Audio
Gaming – Let’s play
Irish Digital Advertising Spend grew by 4% in 2022 according to the latest IAB Ireland / PwC Online Adspend Study published today
Friday 12th May, 2023
- Total digital ad spend was €861m in 2022, reflecting a growth of 4% from 2021.
- Online display advertising grew 3% to €513m in 2022, with Non Social Display and Video cited as the primary drivers.
- Non Social Display grew by 8% to €121m in 2022.
- Search advertising grew by 4% to €300m.
- Classified advertising grew by 11% to €48m, with a 6% share of total online adspend.
- IAB Ireland adspend participants predict digital adspend growth in 2023 of 7% on average.
Digital advertising spend in the Irish market for 2022 reached €861m according to the latest results of the IAB PwC Online Adspend report, reflecting a growth rate of 4% year-on-year (YoY).
Display advertising grew by 3% to €513m in 2022, which was driven by the growth in Video at 7% YoY and Non Social Display growth of 8%. Following years of dramatic growth for Social Display, from €217m in 2019 to €376m in 2022 (73% growth), 2022 was an almost flat year for Social Display with 0.2% growth (YoY). Despite the levelling off of Social Display in 2022, the Display format remains the dominant format in the Irish market holding a share of 59% of the total digital advertising market. Digital Audio continues to grow strongly with 33% growth recorded in 2022 and a spend of €16m.
Search advertising grew by 4% YoY in 2022 with an adspend of €300m and a share of 35% of the total Irish digital advertising market.
2022 Market Conditions
Reflecting the challenges experienced in cost of living and global uncertainty, the Credit Union Consumer Sentiment study recorded a low of 48 in 2022 in sharp contrast with the 85.6 point average of the 27 years of the study.
Cost of living difficulties also represent the most widely felt problem issue for the year ahead, cited by 69% of consumers.
Commenting on the study results Suzanne McElligott, CEO, IAB Ireland, said, “2022 was a challenging year for the Irish and global economy with consumers and businesses faced with rising costs and increasing interest rates. Despite this difficult backdrop and the impact of increased regulation the Irish digital ad market continued to grow in 2022 to a high of €861m and 4% growth year on year.”
Finn O’Loughlin, Strategy Consulting Director, PwC, added: “While Social Display experienced almost flat growth in 2022 (0.2% YoY), it continues to be the dominant format within Display and at €376m holds a share of 73% of total Display adspend. Non Social Display grew by 8% (YoY) reflecting a positive performance for publishers with Video also achieving strong growth of 7% in 2022.”
Karen Preston, Chair of IAB Ireland’s Board and Chief Commercial Officer, Mediahuis said, “Following the very strong growth of digital advertising recorded annually by PwC since 2010, digital has now entered a more mature phase which is reflected in the slower pace of adspend growth in 2022. However further growth is predicted for 2023 with our adspend participants predicting an average 7% growth in the year ahead with Video and Digital Audio anticipated to be key growth drivers.”
You can view the full IAB Ireland PWC Online Adspend Report here.
For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, Tel: 086 852 2291 and Email: email@example.com
Important notes to editors:
- The IAB has been working with PwC since 1997 to survey the value of Online Adspend in Europe and North America.
- 20 leading publishers and 2 adnetworks/sales houses and 7 media buying ad agencies participated in the study, many of whom represent multiple websites. Other participants include advertising agencies.
- Participating publishers were selected on the basis of traffic data and market knowledge. We estimate that our study accounts for 90% of online adspend in Ireland. Reported figures are not adjusted to account for other organisations that have been included. Participation is on a voluntary basis.
- Total advertising revenue is reported on a gross basis (i.e. including commission). Figures and percentages are rounded. In some area advertising formats are not mutually exclusive – there is some overlap across specific formats.
- Adspend revenue is drawn up on the basis of actual figures provided by the study participants on a confidential basis to PwC. The study results are prepared by PwC based on the figures provided by participants, which have not been audited by PwC.
- Google, Meta (including Instagram), Twitter, Snapchat, Pinterest, LinkedIn do not publish their earnings from Irish advertisers. Instead PwC in conjunction with IAB created an independent estimate of their revenues from Irish advertisers and agencies, by extrapolating from spend data provided directly by a representative sample of their clients.
- RTÉ does not submit data to the IAB PwC Adspend Study. However, RTÉ’s digital adspend is deduced through a Freedom of Information request as well as discussions with Ireland’s leading advertising agencies.
- Programmatic advertising is the buying and selling of online advertising inventory through automated methods rather than human actions. This includes but is not limited to Real-Time Bidding (RTB).
About IAB Ireland
AB Ireland (www.iabireland.ie) is the trade association for the Irish online advertising industry. As a not-for-profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is licensed by IAB US and is a member of the IAB Europe network. The IAB network shares three core objectives, namely to; prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.
At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 158 countries with over 250,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at www.pwc.com.
PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.
Retail Digital Bootcamp 1 & 2 (26 April / 3 May) – Recording & Decks
IAB Ireland and Retail Ireland Skillnet are delighted to host the Retail Digital Bootcamps series designed specifically to address issues identified by Irish retailers.
Bootcamp 1 took place on Wednesday 26th April online via zoom:
RECORDINGS & DECKS ARE AVAILABLE NOW
Michal Sirotkin – Google
Understanding the move to Google Analytics 4 is Google’s next-generation measurement solution, and it is replacing Universal Analytics. Katie will explain how GA4 works, and useful analytics such as engagement rate, conversion rate, time on page and click through rate, and what retailers need to do to prepare
Katie Yorke, TikTok
Attracting Customers & Driving Sales on Social – Katie will give a practical guide to driving sales with practical tips on using TikTok and best practices for shoppable advertising.
Bootcamp 2 took place on Wednesday 3rd May 2023 10am -11am
Doug Farrell, DMG Media
Stand out Retail Creative that drives sales – Doug will share examples of retail creative that drives sales, working with local publishers.
Christina Hughes, Manager, Retail & Commerce UK/IE, Meta
Growth in the Age of Control – Christina will explain how to acquire new customers on Meta in these uncertain economic times.
Attention in the Spotlight: resources & research from three IABs
Wednesday 22 February 2023
Explore key resources from IAB UK, IAB Australia and IAB Ireland to help you measure the attention your ads generate
Attention is a subject that is generating lots of debate within our industry – from how it should be defined to utilising it alongside other metrics. While there is a general sense of agreement that attention is a rich and valuable thing to measure, advertisers want to have a greater understanding of the best way to go about it.
Here, we highlight how three IABs – IAB UK, IAB Australia and IAB Ireland – have explored attention within the context of digital advertising. While each initiative is different, the goal across each body of work is similar: to help the industry have a deeper understanding of attention as a metric, how to measure it and what it can show.
At IAB UK, our focus over the past year has been on demystify attention and educating advertisers on what it is, how it can be measured and what value it can deliver. We’ve done this by bringing together a number of experts with knowledge on attention – primarily via an attention working group of 25 media owners, advertisers, agencies and measurement specialists. The key objective of this group was to provide clarity into the subject by producing a set of clear resources. There have been three main outputs over the past year:
- An overview about what attention is, why it’s worth measuring and how it drives results at different stages of the path to purchase. Find this here
- A matrix of definitions that gives a more in-depth look at the four main types of methods used to measure attention – from eye-tracking to salience models. This can also be downloaded here
- For those wanting to embark on the process of measuring attention, we have also put together 10 key questions to ask measurement providers in order to find solutions best suited to your ads
If you’re after more insight into attention, listen to our podcast episode with dentsu, Havas Media and DoubleVerify.
IAB Australia has released its ‘Ad Attention Measurement Landscape Report’ to provide balanced information on the emerging techniques for measuring advertising attention, helping marketers explore which will best work for their activity and business scale. It provides transparency on the methodologies and metrics available in market from nine ad attention measurement vendors, as well as perspectives from buy and sell sides of the industry on how they see attention measurement developing into the future.
The report includes a survey showing how the industry is approaching attention metrics, including:
- That there is huge appetite to explore the use of ad attention measurement with 8 in 10 respondents intending to measure attention for campaigns over the next year
- While there has been a great deal of conversation about ad attention, most in the industry say they know a little or nothing about the alternate methods for measuring ad attention
- While time in view is the most thought of as an effective ad attention metric (by 47%), a range of different metrics are being considered and there is currently no definitive agreement on a particular metric
You can find IAB Australia’s full report here, plus explore additional resources relating to attention from IAB Australia including:
- MeasureUp 2022 panel discussion: Does focusing on ad attention really solve marketing effectiveness?
- Q&A: Attention in Gaming
- Q&A: Audio in the Attention Economy
In September 2022, IAB Ireland commissioned Lumen Research to undertake a study of attention on Irish publisher sites: irishtimes.com and independent.ie. Respondents were shown five different articles (containing the test ads and other non-test ads) and had their eye movements recorded while they were browsing. They also undertook a 12 minute online survey to measure spontaneous and prompted brand recall, message takeout, brand favourability and perceptions of advertising on these sites. Results included:
- Ads viewed on sites with deeper engagement with content – so called ‘Slow Media’ – gain greater attention. This study looked exclusively at attention on publisher sites where there is slower scrolling, which leads to greater ad attention, and more attention means more recall
- Creatives tested in this study achieved 1.2x more attention than global benchmarks and highlight a relationship between attention and recall
- 61% feel that ads on Irish publishers are trustworthy and relevant. Lumen panel data has shown a strong link between trusted sites and increased attention
Specific learnings include: local creative gains more attention than generic global creative; new creative within a familiar campaign gain more attention; and creative design needs to consider the digital format to enhance brand recall. You can download the study in full here.
Reps from Meta & TikTok join IAB Ireland Board
IAB Ireland press release
Thursday, 9th February, 2023
IAB Ireland is delighted to announce two new Board Directors:
Anastasia Mariussen, Head of Small Business Engagement at TikTok
Oliver Sewell, Director of Business, UK & Ireland, Meta
Anastasia leads the team of Strategic Partnership Managers that help new SMBs across EMEA successfully grow with TikTok. Prior to her role at TikTok, Anastasia worked at Google where she focused on Display, Youtube and Programmatic solutions.
Oliver joined Meta in 2011 in the global Gaming Team, before moving to lead the Mid-Market Agency Team in EMEA. Prior to joining Meta, Oliver started his career in Marketing at Janssen UK (Johnson and Johnson), before working in agencies in Sydney, London and Dublin.
Anastasia and Oliver join Chairperson: Abri Aucamp, Head of Pricing & Yield, Yahoo, Company Secretary: Karen Preston, Mediahuis, and directors David Murphy, The Irish Times, Doug Farrell, DMG Media, Jonathan Eakin, Reach Media Solutions, Karl Kavanagh, Head of Agency, News Ireland, Sandra Whitney, MD of Global Partnerships, OPG at Google
IAB Ireland, CEO, Suzanne McElligott, commented: “We are delighted to welcome Anastasia and Oliver to our Board. Given the current economic and regulatory environment, IAB Ireland’s remit to represent the entire digital advertising ecosystem, from Brands to Agencies, local Publishers to Global Platforms, from AdTech companies to Digital Advertising Service Providers, has never been more important. Our Board continues to support and encourage collaboration in our market to ensure the sustainable future of our digital industry.”
For further information please contact:
Maeve O’Meara, Marketing Manager, IAB Ireland,
Tel: 086 852 2291, firstname.lastname@example.org
Understanding your customers in a Cookieless World – Webinar Recording
This is the first in a series of Industry Snapshot webinars for 2023 – these short and snappy 30 minute webinars are a way for IAB Ireland members to share their innovations and learnings in the spirit of collaboration.
With Google Chrome’s support of third-party cookies to stop by the end of 2024, and many other browsers blocking them for years, our first webinar covered the topic Understanding your customers in a cookieless world.
The webinar was streamed on Wednesday 8th February, from 10-10.30 and featured:
Hugh Crowther, Group Sales Director & Alan Curley, Client Strategy Director, Reach Ireland
By sharing the data journey Reach has undertaken, Hugh and Alan passed on their learnings and insights. We heard about their digital transformation, how preparing for a post-cookie world allowed Reach to better understand their own loyal readers and how a combination of customers, context, and collaboration is key to surviving a cookieless world.
The deck is available here and you can watch back the webinar recording below.
IAB Ireland members who would like to be considered to present at a future webinar, please email email@example.com with your suggested topic and description of what you might present.
Digital Reboot Webinar Recording – Agency Predictions 2023
Each new year brings the annual focus on advertising/media/tech predictions.
In this Digital Reboot webinar, in partnership with Mediahuis, our panel of agency members discussed the key trends, challenges and opportunities for 2023.
Our panel discussed Adspend predictions for the year ahead, including the rise of Retail Media, the importance of meaningful 1st party data, performance and metrics that matter, the MetaVerse, AI and new technology trends, and the opportunities and challenges a small market like Ireland has.
The discussion was moderated by:
Technology Editor, Mediahuis | Irish Independent & Sunday Independent
Chief Digital & Investment Officer, Core
Chief Client Officer, Mindshare
Digital Director, Javelin Dublin
Group Strategy Director, Dentsu
Buyers are positive about Industry Standards such as the Gold Standard
From its launch in the UK in 2018 and adoption in Ireland in 2021 the IAB Gold Standard has rapidly become a prerequisite for companies identifying partners in the digital advertising supply chain. Now a requirement in the leading global media agencies T & C’s, the Gold Standard is an established benchmark for quality digital advertising practices.
IAB Europe conducted a pan-european study to ascertain Buyers attitudes to Digital Advertising quality.
The research looked at the following:
- What are buyers’ concerns and attitudes around digital advertising?
- What are the differences between brands and agencies in these concerns?
- What’s the impact of a National Quality Scheme?
Topline results are very encouraging:
- 91% aware of IAB Industry standards
- 92% agreeing with the statement ‘I prefer spending my advertising budget with suppliers that adhere to Industry standards’
- 73% agreeing they check if a media owner or supplier adheres to industry standards before spending budget with them
The results of the survey can be downloaded here.
Introducing the latest version of the Gold Standard
IAB Ireland is currently working with IAB UK to implement some changes to the Gold Standard, to ensure that the standards are evolving to meet Industry needs.
The changes are as follows:
- In addition to digital display and video, the Gold Standard will cover companies that specialise in emerging digital media offerings like Audio, CTV and In-game advertising.
- Requirements within the Security & Fraud section will be updated to include:
- Ads.txt 1.1 Ads.txt has been updated to require companies adhere to the latest version of ads.txt, 1.1, which increases levels of transparency and strengthens the ads.txt initiative.
- Buyers.json and DemandChain Object Both initiatives are new additions for Gold Standard 2.1. They have been introduced to the Gold Standard as they bring more end-to-end transparency of the programmatic supply chain, helping publishers address the challenge of Scam Ads.
- Open Measurement SDK (OM SDK) The OM SDK is a widely adopted industry standard. Requirements to adopt this initiative as part of the Gold Standard have been introduced as this initiative is successful in facilitating third party viewability and verification measurement for ads served in web video, app and CTV environments.
All certifications and re-certifications in Ireland will now include these new requirements, and we look forward to supporting our members through these changes.
Queries on the Gold Standard in Ireland can be emailed to firstname.lastname@example.org and email@example.com
In 2022, 6 in 8 adults in Ireland listen to digital audio in an average week
IAB Ireland’s Digital Audio Council commissioned Red C Research to conduct a fourth wave of Listen Up Ireland – a deep-dive into Digital Audio in Ireland.
The research, which has tracked Digital Audio since 2019, specifically looked at: the Incidence & demographics of using Digital Audio, the channels used, time spent listening, devices used, reasons to engage with and attitudes towards Digital Audio.
The key findings are:
- Digital audio consumption has grown vs 2021, with 77% of adults in Ireland consuming digital audio
- The Demographic profile of digital audio users remains the same, with younger cohorts, those working full time and ABC1s over-indexing.
- While frequency of consumption (daily/weekly/monthly) follows a similar pattern to the previous year, there is a welcome bounce back in the number of hours spent listening to digital audio (average weekly consumption 19.3hrs).
- The growth is across all digital audio formats: on demand music, online radio and podcasts.
- While smartphone continues to dominate as the most used device, compared to 2021, connected car & smart speakers overtake desktop/laptop.
- Entertainment, relaxation and having an accompaniment to daily tasks are the top 3 reasons why digital audio users engage with the medium.
View the full Research Deck below. Any queries to firstname.lastname@example.org
NEW Irish research – Attention on Publisher sites
Irish Publisher sites over index on advertising attention
Attention measurement has become a key digital advertising metric, IAB Ireland’s Brand council has prioritised Attention as one of their top 5 priorities for our industry.
Seeking to grow understanding of Digital Attention’s role in advertising effectiveness and to add to the work undertaken by our member, The National Lottery, on social attention, IAB Ireland commissioned Lumen Research to undertake a study on Irish publisher sites. The sites: irishtimes.com and independent.ie were selected as representatives of IAB Ireland’s Publisher council. OmnicomMediaGroup was IAB Ireland’s agency partner in the research.
The research design consisted of an online news testing environment designed by Lumen. Respondents undertook a 12 minute online survey, they were shown 5 different articles from irishtimes.com and independent.ie and were able to browse the sites as they would normally do whilst having their eye movements recorded. Each article included one test ad as well as some advertising clutter from several different brands and categories. The test ads were for OMG clients: Aer Lingus, Gas Network Ireland, Skoda and Virgin Media. Respondents then answered a questionnaire to measure spontaneous and prompted brand recall, message takeout, brand favourability and perceptions of advertising on these sites.
Slow Media leads to greater attention – In this study and other Lumen studies, the data suggests that deeper engagement with content – or slower scrolling – leads to greater ad attention.
Creatives tested in this study achieved around 1.3x more attention than UK benchmarks 1.2x more attention than Global and highlight a relationship between attention and recall.
61% feel that ads on Irish news brands are trustworthy and relevant. Lumen panel data has shown a strong link between trusted sites and increased attention.
Some specific findings and learnings:
- Local creative gains more Attention. Specifically in the Skoda campaign which compared local v global creative, the local ad captured more attention and in turn led to a higher brand favourability scores.
- New creative in the case of the Gas Networks Ireland campaign also gained more Attention. The newer creative which was a progression on the popular previous campaign with a distinctive brand character led to increased prompted recall and improved message takeaway.
- Creative design needs to consider the digital format. Both Virgin Media formats (Video and Mpu) had a very strong performance against relative norms. Like other Lumen studies show, video often captures more viewers than static display formats. However, as Video viewing is often front-loaded, ensure ads are ‘frontloaded’ with distinctive assets in order to improve spontaneous brand recall. In general and in this VM case, the static MPUs scored high for spontaneous brand recognition and messaging.
- Attention leads to brand recall, the longer users engaged with the advertising the more likely they were to recall the brand. Both spontaneous and prompted recall results grew with increased attention When people spent longer engaging with the content – such as the seasonal article tested, attention to the Aer Lingus ad increased by 36%.
This study of advertising attention on quality content sites is a first for IAB Ireland. The findings reflect Lumen Research’s global studies demonstrating the power of ‘slow media’ to drive advertising attention and grow brand favourability measurements.
The particularly strong attention results from Irish quality sites outperforming the UK and Global benchmarks is very good news for the Irish advertising industry.