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Press Release: Irish Sports Fans Prepare for a Smartphone World Cup


Smartphones to play major role in 2014 world cup according to ground-breaking global research from IAB

Ireland is one of 11 countries participating in an International IAB study which has just been launched: 2014 World Cup: A Global Mobile perspective.

The research was carried out by IAB’s across eleven markets between April and May 2014. 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). The research was conducted via a mobile survey by research agency On Device Research.

Spotlighting a strong opportunity to reach those soccer / football fans through mobile marketing, the research shows that over a third (37%) of those surveyed globally already positively interact with Mobile Ads on a daily basis (29% Ireland) and 68% are willing to pay for World Cup Content (63% Ireland).


Some other key take-aways from the global study are:

  • 37% of the sports fans in our sample click on a mobile ad daily, therefore targeting consumers via mobile advertising offers a gateway for brands – if ads offer relevance, deals and are of a fun/entertaining


  • 48% will use their smartphone to watch/follow the World Cup, second only to TV viewing at 63%.


  • Clear evidence that consumers will be dual screening (TV and Mobile) – 37% globally will use their device at half time (35% Ireland), while 35% globally will use it throughout the game (39% Ireland).  Meaning that smartphones offer a clear platform to facilitate multimedia campaigns and further consumer engagement.


  • 68% of consumers globally are willing to pay for World Cup video content (63% Ireland) – offering a potential revenue opportunity. 


  • 90% of consumers intend to share their World Cup experience (87% Ireland) and social media is seen as being part of, and enriching the World Cup experience for consumers.

View the World Cup of Mobile Infographic which highlight’s the main results and where the results for Ireland can be benchmarked against other markets. A full presentation of results is also available on request.


For further information please contact:

Maeve O’Meara, Marketing Manager, IAB Ireland, 086 852 2291.




A 20-question survey was designed and fielded by OnDevice Research in 11 markets (Australia, Brazil, China, Colombia, France, Ireland, Italy, Japan, Mexico, U.K. and U.S.). In each country 500 consumers who were 18-plus, owned or had access to a smartphone, follow football and plan to follow the World Cup were interviewed via their mobile device. All respondents were asked the same questions, with fieldwork taking place from April 22 – May 12, 2014.

In addition to IAB in the U.S., nine global IABs participated in the study: IAB Australia, IAB Brazil, IAB China, IAB Colombia, IAB France, IAB Ireland, IAB Italy, IAB Mexico and IAB U.K. The DA Consortium, a Japanese organization that provides leading display advertising and search solutions to agencies and advertisers, also took part in the research.


About IAB Ireland

IAB 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.

IAB Connect 2014 – Agenda



Suzanne McElligott, CEO, IAB Ireland

Joanne Looby – Guinness Global Senior Digital Manager, Diageo

Amit Kotecha – Head of Marketing, EMEA, Quantcast

Steve Plimsoll, Chief Technology Office, Mindshare Worldwide

Ollie Smith and Julian Lynch (IAB Ireland Search Council)

Ciaran Quilty – SMB Media Director EMEA, Facebook

Don O’Leary – Senior Sales Manager, UK and Ireland, Twitter

Please note this presentation is not on the webcast

Brian Brady – Head of Account Management EMEA, AdRoll

IAB Real time Advertising Breakfast Seminar

  • What is Real Time Advertising / Bidding / Programmatic Buying?
  • And what are the opportunities for my company?

Over the past decade the display ecosystem has developed from direct buying and selling into an increasingly complex environment with data now powering real time bidding and selling. This session aims to demystify the display landscape and talk about the opportunity now available through programmatic real time media trading.

If you are a brand looking to improve the ROI on your Digital Marketing plans or a publisher looking to learn more about programmatic buying, this is a must-attend event.

This event has passed

IAB Europe AdEx 2012 Press Release


Online advertising sector hits all time high

AdEx Benchmark 2012 reveals outstanding year for online advertising as it surpasses newspaper advertising spend for the first time

Brussels 28 August 2013 – IAB Europe, in association with IHS has launched the AdEx Benchmark 2012 report, the definitive guide to online advertising spend across Europe. This year the report revealed outstanding results for online advertising with an overall growth of 11.5% despite the toughest economic climate for the broader advertising market since 2009.

Online advertising spend managed to surpass newspaper advertising investment1 for the first time, as a result becoming the second biggest media category in Europe and attracting one-in-every-four advertising Euros.

Online has more than doubled its share of all media revenue since 2006 when the AdEx Benchmark study began. Today it accounts for 25.6% (€24.3bn) of total advertising spend in comparison with 10.3% (€9.4bn) in 2006.

“Overall our sector has remained strong,” stated Kimon Zorbas, CEO of IAB Europe, adding, “Growth has continued at an impressive rate especially when compared with the overall economy. Even more remarkable is the increase in CEE markets, which indicates their exciting potential.”

The trajectory of the online advertising industry demonstrates a fundamental shift in advertising strategies globally. 2012’s strong growth is attributable to the increasing number of consumers online and the diversity of online advertising solutions particularly mobile and video formats, which is changing the landscape in dynamic ways.

The 2012 study quantifies these emerging trends, showing for example the exponential increase of 78.3% in mobile display advertising driven by the desire for mobile and tablet devices and video consumption. Mobile display advertising now equates to 5% (€392m) of all online display advertising spend in Europe.

“The AdEx Benchmark report helps advertisers understand how to get their messages across more effectively and in a more relevant context,” concludes Zorbas, adding, “to meet demands from the market, next year we will extend our AdEx reports to offer further data and analysis on a commercial basis”

IAB Europe’s AdEx Benchmark study collates advertising spend across twenty-six markets. It highlights the prominent position of online in the media landscape as a platform of choice for advertisers.


Media please contact:

Natalia Kurop, Press Relations, pressrelations@iabeurope.eu

Bénédicte Blondel, Communications Manager, communications@iabeurope.eu


About IAB Europe’s AdEx Benchmark:

Compiled by IHS Electronics and Media, the research covers the entire European region, from the mature markets of Western and Northern Europe to the emerging markets in Eastern and Southern Europe for the calendar year 2012.

Note to Editors:

1 –2012 Newspaper advertising spend – €19.3bn. Source IAB Europe/ IHS

The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analysed by IHS Electronics and Media. The report includes market size and value information for the full membership of the IAB Europe in 2012 including Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2012 January- December. This is the seventh edition of AdEx which began in the calendar year 2006.

Explanatory note on IAB Europe/IHS Electronics and Media AdEx Benchmark figures

Each national IAB in Europe runs its own annual online advertising spending study and the IAB Europe AdEx figures are based on these results. As the methodology of the studies varies country by country, IAB Europe and IHS Electronics and Media have defined methodology rules to represent the figures in such a way as to make them realistically comparable. This involves:

  • Readjusting local figures to allow for harmonised representation. Readjustment rates are supplied by groups of local market experts
  • Estimating/harmonising ad spend data for certain formats or segments in certain countries where local IAB studies do not include data or the definition or scope of a format is substantially different from IAB Europe standardised segments.
  • Where local data is collected in a currency other than Euros, the average exchange rate in 2010 has been used to convert this to Euros. To provide data for prior year growth rates, the prior year figures have also been re-calculated using the 2010 exchange rate in order to give transparency over the growth rate.
  • AdEx Benchmark focuses on four normalised segments: ‘Display’ (including mobile Display, rich media and video), ‘classifieds and directories’, ‘paid search’ and ‘other’ (including email but excluding email marketing).
  • Figures quoted are gross figures (i.e. net invoiced value of the media, plus agency commission if any).

About IAB Europe

IAB Europe is the voice of digital business. Its mission is to protect, prove, promote and professionalise Europe’s online advertising, media, market research and analytics industries. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations.
The member countries are: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Macedonia, Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine and United Kingdom.

Our corporate members include AB Inbev, Adconion Media Group, Adition, Adobe, ADTECH, AGOF Services GmbH, AOL Advertising Europe, AudienceScience, BBC Advertising, CNN, CoAdvertise, comScore Europe, Creafi Online Media, Criteo, Deutsche Post, eBay International Advertising, Emediate, Evidon, Expedia Inc, Fox Interactive Media, Gemius, Goldbach Group, Google, GroupM, Hi-Media, Koan, Mediamind, Meetic, Microsoft Europe, Millward Brown, News Corporation, nugg.ad, Nielsen Online, OMD, Orange Advertising Network, PHD, Prisa, Proxistore, Publicitas Europe, Pubmatic, Quisma, Sanoma Digital, Selligent, Tradedoubler, Triton Digital, Truste, United Internet Media, ValueClick, Verisign, Viacom International Media Networks, Webtrekk, White & Case, Yahoo!, Yandex and Zanox.


About IHS Electronics and Media

The IHS Electronics & Media product portfolio is the unique combination of strong legacy brands (including Screen Digest) and proven research methodologies. Leveraging proprietary market data, forecasts, and expert analysis, IHS Electronics & Media provides comprehensive coverage at every operational step of increasingly complex technology, media and telecommunications value chains, from strategy, planning and analysis to product design, market development and supply chain management.

About IHS

IHS (NYSE: IHS) is the leading source of information and insight in critical areas that shape today’s business landscape, including energy and power; design and supply chain; defense, risk and security; environmental, health and safety (EHS) and sustainability; country and industry forecasting; and commodities, pricing and cost. Businesses and governments around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS employs more than 6,000 people in more than 31 countries around the world.




IAB Mobile Connect 2013


The theme of IAB Mobile connect 2013 was Connect with Consumers in a multi-screen world. A webcast is now available to view the morning’s presentations – please allow a few minutes for it to download, you can skip to specific presenations by clicking on chapters.

The order of presentations is as follows:

Making the Most of Mobile
Jon Mew, Director of Mobile and Operations, IAB UK,

A Mobile Future

Richard Colwell, CEO, RedC,

The Great Debate: Mobile App vs Mobile Site
Dorothy Creaven, Co-Founder / CEO – Element Software,

Location marketing
Fintan Lonergan, Managing Director, O2 Media,

Stephen Grant, Director of Online, TV3 Group,

Engagement on Mobile
Aidan McCullen, Head of Digital, Communicorp Group,

Spanning the Mobile Divide(s)
David Liversidge, Head of Online2Store (O2S), Google, Northern Europe,

Panel ‘A Question of Mobile’

Michelle O’Keeffe, Electric Media
Julian Douglas, Entertainment.ie
SallyAnn King, Starcom

To view webcast of IAB Mobile Connect 2013 click here

Data Protection Regulation SME Roundtable



The forthcoming data protection Regulation is the most significant set of regulations that will impact on all business in Europe to date.  As the legislation is in the form of a Regulation it becomes law automatically in every EU member state. Once the regulation is passed at EU level there is no possibility for a member state to make changes to the Regulation.   It is therefore essential that the regulation is a workable and thought-through piece of legislation.

IAB Ireland held a media briefing on Friday June 14th to inform the media about Irish SME’s concerns on aspects of the proposed Data Protection Regulation.

The legal basis that permits a company to process data lawfully is a key issue of concern in the Regulation. Many digital companies rely on user consent to process data. Under the draft Regulation the requirement for consent has changed to explicit consent for processing most types of data.

The proposed reform will place enormous additional burdens on SME companies and on startups, as it means for first party companies that their potential user base will be significantly reduced as users could potentially be obliged to register, rather than serendipitously discover a website. Further, pushing users through a registration process will mean that far more personal data is gathered, which is completely contrary to the spirit of the data protection regulation.

Speaking in relation to third party companies, John Patten, Director of Digitize said, “It will be extremely difficult, if not impossible, to gather explicit consent on the websites on which adnetworks or site analytics companies operate as these companies do not have a direct relationship with the users from whom they would need to obtain explicit consent”.

The draft Regulation also includes a major extension of what is defined as “personal data” to include non-personally identifiable data including un-linked IP addresses (not associated with registration data) and cookies.

Eamonn Fallon CEO of Distilled Media said, “I would hate to see large parts of the web disappear behind login walls. This would be a terrible experience for users and may be an unfortunate side effect of the proposed Regulation. In broadening the definition of personal data to cover data such as IP addresses and cookies the only way companies like ours can legally run web analytics and third party adservers would be to force all our users to login”

Justin Cullen, MD of Radical and Director of Core Media spoke in relation to the needs of his clients across the business spectrum to process data for day-to-day operational needs and future planning. “The concept of pseudonymous data and a different set of legal obligations for this type of data must be incorporated in the Regulation for companies to be able to conduct their business and planning going forward”.

Seán Kelly, Member of the European Parliament and Rapporteur on the data protection dossier provided an overview of the amendments he has tabled providing for a balanced Regulation both for users and industry.  “We are working hard at an EU level to ensure that the Regulation balances strong protection for consumer rights with the opportunity to facilitate SMEs in Ireland and across Europe to prosper in the digital economy“.

Suzanne McElligott, CEO of IAB Ireland thanked the media for attending the briefing.  “IAB and its members are committed to ensuring the creation of an effective Regulation of our digital sector. The purpose of our briefing today is to focus on the impact of key aspects of the proposed data protection law, which will also have an adverse affect on users’ privacy. IAB recommendations in respect of amendments to the Regulation propose a solution that ensures digital businesses can scale, innovate and grow the Irish and European economy while also providing protection of personal data of users.”


For further information please contact:

Suzanne McElligott, CEO, IAB Ireland, 086 2260403.   Suzanne@iabireland.ie

Notes to Editors


About IAB Ireland

IAB Ireland 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 a member of both IAB Europe and IAB US. 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.


IAB Ireland launches consumer awareness campaign re: OBA June 2013



  • Ad campaign is designed to drive consumer awareness, provide information and enable consumer choice.
  • Ireland among first countries in wider pan-European roll out

IAB Ireland launched today a consumer-focused awareness campaign, developed and funded by the European Interactive Digital Advertising Alliance (EDAA), designed to increase consumer awareness, understanding and empowerment regarding online ‘interest-based advertising’ otherwise known as ‘Online Behavioural Advertising’ (OBA).

The ad campaign, designed in partnership with Mediacom’s Beyond Advertising division,

features various creative concepts including a zip, which opens to reveal the blue triangular ‘AdChoices’ icon that has accompanied behavioural ads in Ireland and across the EU for over a year.

On clicking the ads, users are taken to a landing page explaining the role of online advertising and how privacy can be protected. Consumers may also watch a video, which provides a user-friendly description of ‘interest-based advertising’ OBA Consumer Awareness Campaign landing page.  Subsequently, users can also click through to a broader website (www.youronlinechoices.ie).

Given its pan-European nature, the campaign is a ground-breaking initiative for the online advertising ecosystem. The first phase of the campaign commences in June across Ireland, the UK and Germany.  Other EU countries will join the schedule in the Autumn.

Jon Chase (Chairman of EACA’s European Media Agencies Council and CEO of Velvet Rock Communications) who helped to develop and coordinate this European campaign on behalf of all stake-holders involved, remarked ‘The launch is the result of a huge effort from all sectors of the European online advertising ecosystem, involving representative associations at both EU and national level, as well as the direct involvement of digital media companies providing substantial amounts of advertising inventory to ensure the campaign reaches a significant audience across Europe.’

The ‘AdChoices’ icon is an integral part of the pan-European OBA self-regulatory initiative supported by the European Commission, IAB Europe, EASA, EACA and various other organisations acting on behalf of the advertising industry.  The OBA framework provides consumers with increased transparency and control in respect of targeted online ads.  On clicking the icon, users visit the Your Online Choices (YOC) website and receive detailed information on how data is collected and used to serve these ads and ways users can control OBA.

Interest-based advertising is not based on any personal information which identifies a user rather, it is based upon the sites previously visited by the user.

The online ad campaign will initially run from Monday June 24th for eight to ten weeks. IAB Ireland’s members across news, media owners, and classified sites, as well as advertising technology businesses have donated inventory in support of the campaign.*

ASAI, as a member of EASA, has announced today that from September 1st, in accordance with the terms of the EASA Best Practice Recommendations on OBA, it will take on the role of handling complaints from consumers in respect of online behavioural advertising.  ASAI’s role in complaint handling will provide consumers with further recourse in relation to any OBA complaints: ASAI OBA Rules.

Suzanne McElligott, CEO of IAB Ireland said ‘We are delighted that the Irish market is one of the front runners in driving consumer awareness and understanding of online behavioural advertising.  This reflects the real commitment of IAB Ireland and its members to strong self-regulation.  It is indeed timely that ASAI are also today announcing their role in relation to OBA complaint handling.’

‘The EDAA’s consumer-focused awareness campaign will help users understand how online advertising works while enabling users to make choices in relation to OBA’, Suzanne concluded.


For further information please contact:

Maeve O’Meara, Marketing Manager IAB Ireland, 086 8522291, Maeve@iabireland.ie

Notes for Editors:

The following companies are supporting the OBA campaign:  AOL, Adtech, Boards.ie, Daft.ie, Donedeal.ie, Independent Digital, The Irish Times, TheJournal.ie, Microsoft, Sky Media, TV3 and Yahoo!

Velvet Rock Communications is coordinating the campaign on behalf of the European Interactive Digital Advertising Alliance (EDAA), the body administering key aspects of the European Self Regulatory Programme on OBA.

Campaign Artwork:

Landing page: www.youronlinechoices.com/ie/ads-the-internet-the-icon-revealed










IAB Ireland 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 a member of both IAB Europe and IAB US. 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.



The European Interactive Digital Advertising Alliance is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach.

More information can be found at www.edaa.eu.



The Advertising Standards Authority for Ireland (ASAI) is the self-regulatory body set up by the advertising industry, including advertisers, agencies and media companies, to promote the highest standards of commercial advertising and to enforce the ASAI’s Code, full details of which are available on ASAI’s website – www.asai.ie.


Primarily, the education campaign will drive awareness of the OBA icon, licensed by the EDAA and placed on online ads, to ensure consumers associate it with meaningful transparency, choice and control over online behavioural advertising.

The OBA icon is a means for consumers to identify where OBA is being practiced in a clear and contextual manner. The icon links consumers to a pan-European consumer choice platform at www.youronlinechoices.eu, which aims to inform and provide choice and control. The website has been revamped alongside the launch of the campaign.

Through the Programme, consumers will better understand online advertising, as well as the means that are available to them if they wish to file complaints. Credible consumer complaint handling mechanisms in each national market will be handled by well-established and recognised national advertising self-regulatory organisations (SROs).


The “Unzipped” campaign has been designed by Mediacom Beyond Advertising and was based around a concept initially developed by a team of students from KH Leuven in Belgium (finalists in the 2012 Ad Venture student competition run by the European Association of Communications Agencies (EACA)).



The Self Regulatory Principles for Online Behavioural Advertising have been developed through a cross-industry effort at European level, with EASA’s (European Advertising Standards Alliance) Best Practice Recommendation on OBA building on the IAB Europe (Interactive Advertising Bureau Europe) OBA Framework.


An essential role regarding compliance with these Principles is played by the national Self-Regulatory Organisations (SROs) and IABs. Companies should be aware of the national SROs where they operate. More information, including contact details of SROs can be found on EASA’s website: www.easa-alliance.org.


IAB Europe awards MEP Sean Kelly for standing up for data privacy rights

Sean Kelly, Fine Gael MEP for Ireland South, has been selected to receive the prestigious IAB Europe Award for Leadership and Excellence for his approach to dealing with privacy concerns over shortcomings in the European Commission’s data protection proposal.

IAB Europe represents more than 5,500 online advertising media, research and analytics organisations.

Kelly, who serves as the EU’s Industry Committee Rapporteur for the General Data Protection Regulation, gave a keynote to 500 internet industry delegates in Barcelona this morning at the 7th annual Interact conference on the proposed data regulation on businesses in Europe – the largest reform of data privacy law in two decades.

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IAB Connect 2013


The theme of IAB Connect 2013 was Digital: Driving Business Transformation. A webcast of the event is now available to view – please allow time for the webcast to upload the first time you view. The order of presentations is as follows:

Suzanne McElligott, CEO, IAB Ireland – Welcome and Introduction

Digital transforming businesses – the latest trends and what’s next
David Shing, Digital Prophet, AOL

Ireland’s Digital Agenda
Lucinda Creighton, TD, Minister of State for European Affairs

Donald Howarth, comScore

From Evolution to Revolution – Activating Sponsoring in the Digital Age
James Munnelly, Head of Marketing, Bank of Ireland

Building a future for an iconic Irish Brand
David Field, Group Head of Marketing and Retail Development, Eason

Heinz Digital Journey in Ireland
Maresa Cagney, Head of Marketing – Ireland HJ Heinz Company

Open all Hours
Shane Cassells, Online Conversion Specialist, Google

To view webcast of IAB Connect 2013 click here