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 2024, and will share their agency predictions for the year ahead!
The webinar took place on Wednesday 24th January, 2024, and was streamed live from the Mediahuis multi-media studio in Dublin.
On October, 27th, 2023, the Advertising Standards Authority for Ireland (ASAI) and the Competition and Consumer Protection Commission (CCPC) published fresh guidance for Irish influencers on the clear labelling of ads on social media. The comprehensive and accessible guidance addresses paid promotion, items ‘gifted’ by brands or PR agencies, and the advertising of own-brand products and services.
The joint guidance has been developed following extensive research, including experiments with eye-tracking technology and a survey of 500 social media users. A number of influencers were also asked to review the new guidance and provide feedback to the CCPC.
IAB Ireland hosted a webinar in partnership with the ASAI and CCPC to explain the new guidance on Thursday, 11th January, 2024, with presentations from:
Sara MacNamara, Senior Research Analyst, Competition & Consumer Protection Commission
You can watch back the webinar recording below alongside the decks presented – please note the information provided in this webinar was for the purposes of guidance only, and does not constitute legal advice.
Joan Hallinan, Media Experience Director, Havas Media Ireland and Co-chair of IAB Ireland’s Advertising Effectiveness Council
Attention has been a prominent subject in the marketing industry for quite some time.
Irish advertisers, agencies, and IAB Ireland have taken a leading role in researching the significance and impacts of measuring, reporting, and analysing Attention across different channels and formats within the digital marketing ecosystem.
Attention stands as a crucial metric; without it, advertising impact is non-existent. In an era dominated by distractions, capturing Attention proves to be the most challenging yet pivotal aspect of advertising. Without people’s focus, all other elements in advertising become irrelevant.
Multiple studies conducted highlight that Attention plays a crucial role in fostering recall, enhancing mental availability, and ultimately influencing brand choice and is a key driver for Brand growth. For marketing efforts to be effective, they need to be memorable in order to elevate the mental availability of a brand. The connection between visual attention and memory is evident, with attention playing a substantial role in brand retention.
Acknowledged as a precursor or gatekeeper to other mental processes (Rossiter and Percy, 2017), Attention in advertising serves as the key to unlocking and shaping viewers’ memory structures. Consequently, advertising must draw ample attention to unlock the gateway and impact the memory structures of viewers.
IAB Ireland is pleased to present the IAB Europe Guide to Attention in Digital Marketing. This resource serves as a valuable tool for Irish advertisers and brands, offering insights into essential aspects of Attention. Emphasizing the significance of Attention, the guide covers available tools for measurement, their use cases, and optimal strategies for integrating Attention into digital advertising campaigns.
IAB Ireland other resources on Attention include:
Research to measure attention on Irish Publisher sites – in partnership with Lumen Research
National Lottery work and research on Attention presented at IAB Connect H2 2021 and H1 2022
IAB Ireland launched a Pilot Mentoring Programme in Autumn 2023, with 9 mentoring partnerships working together over a 6 month period.
This is an exciting new initiative bringing more value to our members.
The objectives of the programme:
The objective of this programme is to facilitate executives with 4-5 years experience from member companies to learn from more experienced members from other IAB Ireland member companies across the digital ecosystem. The mentor will offer support and guidance and share skills and knowledge with the mentee ensuring better understanding and knowledge of different sides of the Industry. (ęg. an agency team member might mentor a publisher team member, platform team member mentoring a brand etc.)
IAB Ireland’s mentoring programme fosters collaboration and drives value for members with the opportunity to enhance the development of skills and knowledge among their teams.
The mentoring programme can help address specific challenges and opportunities for mentees within the digital advertising/marketing sector.
The USP of IAB IE Mentoring Programme is that it is focused on knowledge sharing of the Irish digital ad industry and fostering collaboration and developing personal skills to enhance your digital ad career rather than mentoring based on the individual’s specific career needs/challenges within a member organisation as this will be dealt with by in company mentoring schemes.
What are the benefits for both Mentors and Mentees:
Mentors:
Mentees:
The programme will allow mentors to enhance their leadership skills in the digital advertising industry by providing guidance, motivation and support to their mentees, and sharing their own knowledge with mentees as well as gaining a fresh perspective.The mentor’s role is to listen and guide, and share their knowledge and perspective of the Digital Advertising Industry – to broaden the mentee’s knowledge.
Mentees are the drivers of the relationship and should have personal objectives and goals in mind when signing up. The mentee can expect a mentor who will listen and guide, share knowledge and their own experience. The programme is designed to enhance the knowledge of the mentee in the Digital Advertising space, and to help them develop the personal skills to enhance their career.
Our Guidelines for a successful Mentor / Mentee relationship:
Be clear about Goals – what do you want to learn / gain from the relationship?
Bearing in mind your experience may be limited to date, what skills and knowledge do you need to develop your career further in the digital advertising industry? What would help you to gain a broader / 360 view of the industry?
Be clear at the start of each meeting, what the objective is. Have a focus for each discussion, prepare specific questions or specific work challenge, a new experience etc.
Both parties should commit to:
Being open and honest.
Being open and active listeners.
Keep confidences.
Honour their commitments, including any meetings. Be respectful of each others time.
Enjoy the experience!
IAB Ireland facilitated a one hour virtual workshop with a professional coach for mentors and a second one hour workshop for mentees – this was to outline how the programme will work and what each participant can expect from the programme. We also required both parties to sign a Mentoring agreement / Code of Conduct, and as this is a pilot programme, we will be seeking high level feedback from both the mentor and mentee at the end of the programme.
This feedback will help determine if we will roll out this programme again in 2024.
Retail Media Focus – Meeting for Publisher & Agency members – April 21st
Daniel Knapp shared his insights and trends on the Retail Media – with a specific emphasis on the opportunities for publishers and agencies within this growing format.
IAB’s Agency and Publisher councils were invited together with their colleagues to join this meeting.
IAB Ireland Digital Dinner – May 10th
Guest Speaker Brian Moloney, Customer Marketing Manager, Three Ireland:
Beyond Mobile: Accessibility at the heart of Three’s digital journey
IAB Ireland workshops for Retail Ireland members – April 26th & May 3rd
Two x 1 hour zoom webinars –
Theme: Retail Digital Bootcamp
Speakers included:
Michal Sirotkin, Google re: GA4
Katie Yorke, TikTok re: sales on social
Doug Farrell, DMG Media on Creative Retail Advertising
Christine Hughes, Meta on Unlocking AI for retailers
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
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).
On Thursday 9th November, 2023, we hosted a on-hour webinar which featured updates on Sustainability in Digital Advertising from IAB Europe and IAB France.
Speakers included:
Lauren Wakefield, Marketing & Industry Programmes Director, IAB Europe
Dimitris Beis, Data Analyst and Sustainability Manager, IAB Europe
Arthur Millet, CEO, IAB France / Alliance Digitale
Adeline Gabay, Consultant, IAB France / Alliance Digitale
Lauren and Dimitris shared the taxonomy of what is available and the work being done to drive the sustainability agenda in digital advertising – the webinar was tailored at an introductory level, reviewing the material and guidance available and advising on how to adapt those materials to members’ own needs.
Arthur and Adeline shared IAB France’s Framework for calculating the carbon footprint of Digital Campaigns as well as their Guide to Eco-Friendly Programmatic Media Buying.
Check out the resources referenced:
IAB TechLab – The Sustainability Playbook: Starter Guide for a Sustainable Programmatic Marketplace (June 2023) here
IAB Europe – Guide to Improving Sustainable Business Decision-Making (July 2023) Download here
IAB France – SRI/Alliance Digitale – Framework for calculating the carbon footprint of Digital Campaigns (May 2023) here
IAB France – Guide to Eco-Friendly Programmatic Media Buying here
GARM Sustainability Action Guide to Reduce Media Greenhouse Gas Emissions (June 2023) here
Watch back the recording of this important practical webinar to aid sustainable decision-making around digital advertising below.
In partnership with Retail Ireland, we hosted two free to join Zoom workshops, 45 minutes each on Thursday 12th & Thursday 19th October.
Our trainers are all practitioners working in the digital advertising sector in Ireland, who have shared their knowledge working with clients to drive sales. Each speaker also shared retail case studies to inspire Retailers this Black Friday and Christmas.
Recordings:
Thursday 12th October, 2023
Amy Owens, Senior Industry Manager, Google
Amy took us through Performance Max, an easy to use performance-driven product which helps you maximise your reach and meet more customers wherever they are shopping. Get your products in front of tens of millions of potential customers from a single campaign!
Lauren Smith, Senior Account Manager, Fashion and Luxury, Meta
Holidays and seasonal sales moments like Black Friday are just around the corner. To help you maximise performance during this peak shopping season, Meta’s Lauren Smith shared recommendations on how to make the most of Meta’s AI-powered business solutions like Advantage+ shopping, to win this Q4 and beyond.
Thursday 19th October, 2023
Camila Franco Soler, UKI Sales Team Lead, TikTok
Camila shared her expertise on maximising attention and stand out on TikTok to drive sales and revenue in Q4 and beyond.
Joan Hallinan, Media Experience Director, Havas Media Ireland
Joan shared her favourite tactics and tips, utilising the strengths of the full digital media mix, that you should consider to drive sales for the Black Friday and Christmas seasons.
We are delighted to share with you a recording of this webinar, the third 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.
This speaker and topic for this webinar on Wednesday 11th October, from 10 – 10.30am was:
Emily Flanagan, Account Manager UKI, TikTok
The Secrets to Unlocking Creativity on TikTok and Search Ads
Emily shared her tips for creating on TikTok, as well as the launch of the Search Ads Toggle, a new feature on TikTok Ads Manager that allows brands to serve ads in TikTok search results. The Search Ads Toggle leverages advertisers’ existing In-Feed Ad creative to serve ads alongside organic search results from relevant user queries.
Please see Emily’s presentation deck here, and view the recording below.
IAB Ireland is very much looking forward to hosting the Global Summit for 2023, in Dublin from Monday 23rd to Wednesday 25th October.
We are very grateful for the input from our IAB colleagues across the globe in developing the summit agenda, and are delighted to now share it together with details of the location and the evening entertainment.
Please note the event is fully in-person, attendance is not possible via video conferencing platform.
Location:
The Davenport Hotel in the heart of Georgian Dublin
IAB UK AI Bot for Digital Ad queries: Tim Elkington, IAB UK
IAB Canada Government submission on AI: Sonia Carreno, IAB Canada (AI Panel lead)
Tech Lab AI outputs – Anthony Katsur, IAB TechLab
11.15am Tea / Coffee
11.40am Standards
Quantifying the impacts of standards / Updates on IAB Standards incl Retail Media & Sustainability standards, Gaps / Barriers – where we need to do more:
Tim Elkington, IAB UK
Daniel Knapp, IAB Europe
Anthony Katsur, IAB TechLab
12.40pm LUNCH
1.40pm Sustainability Presentation plus panel – IAB Progress & 2023 Roadmap / Ad Net Zero & similar programmes
Arthur Millet, IAB France
Anthony Katsur, IAB TechLab
David Cohen, IAB US
2.40pm Guest Presentation – A Media Landscape for Everyone: Tiernan O’Morain, Digital Transformation Director, Diageo
3.10pm Learning & Development Presentation plus panel
Wlodek Schmidt, IAB Poland
Ömür Erdem Çelik, IAB Turkey
Gai Le Roy, IAB Australia
Suzanne McElligott, IAB Ireland
Gabriel Richaud, IAB Mexico
Wlodek Schmidt, IAB Poland
Sherryl Goldstein, IAB US
4.10pm Presentation & Discussion: IAB Global Statement of Principles (formerly Code of Conduct)
Natally Cavalari, IAB Brazil together with Pedro Ramos
5pm Day 2 Close
7pm Collection from Hotel Lobby for Dinner hosted by Google at Roe & Co Distillery
Agenda: Wednesday 25 October
9.30am IAB Engagement / Relationship with other trade orgs
