Digital Convergence: Redefining Advertising

6TH APRIL 2017

Media Partner:

IAB Ireland Online Adspend 2016

Media Partner:

Online Adspend 2013 – 2016

Source: IAB PwC Adspend Studies 2012 - 2015

Mobile is a key driver of online Adspend growth.

• In 2015, 81% of the Gross Online Adspend growth was due to an increase in Mobile advertising

Online Media Mix (Desktop & Mobile) 2016

Social Media Advertising (Desktop & Mobile) 2016

Pre/Post Roll Video (Desktop & Mobile) 2016

Native Advertising(Desktop & Mobile) 2016

ProgrammaticTrading

YoY growth rates for digital formats

Adspend 2016 Infographic

Infographic on our website now: www.iabireland.ie

IABIrelandPriorities2017

Coalition for Better Ads

Pan European Viewable Impressions

Initiative

GDPR / ePrivacy Regulation

CoalitionforBetterAds

Dedicatedtoimprovingusers’experienceofonlineadvertisingleveragingconsumerinsightsandcross-industryexpertisetodevelopandimplementnewglobalstandardsthataddress

consumerexpectations.IABIrelandrepresentsIABEuropeontheCFBA.

CFBAInitialStandards-Desktop&Mobile

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ì Aconsumercentricapproach-Over25,000consumersrated104adexperiencesacrosstheNorthAmericaandtheEUDec2015toFeb2017

ì Thesurveymodelreplicated“realworld”experiencesofusersviewingadswhileconsuminghigh-qualityonlinecontent.

ì 4typesofdesktopadsand12typesofmobileadsfellbeneaththethreshold

ì CFBArunsalongsideIAB’sLEANformats(Lightfilesize,Encrypted,AdChoicesenabled,NonInvasive)LEANscoringwillpubliclyrankpublishers,advertisersandagencies

CFBA-NextSteps

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ì Coalitionwillprovideabroadrangeofeducationalactivitiestoeducateindustryandencourageadoptionoftheresearchfindings

ì Roadmapforresearchtobereplicatedinothermarkets

ì CFBAresearchfitswithLEAN/IABFlexAds

IABLEANFlexAdTesting

Participating Publishers:

Participating Agencies:

BackgroundContext:EuropeanViewableImpressionsFramework

• Support the drive for transparent measurement of ‘viewability’ of digital ads

• Drive for comparability with TV

• Establish digital ‘opportunity-to-see’

• Progress towards digital ‘gross rating points’

• Individual markets: varied viewability trading practices and market characteristics, different stages of development

KeyBenefitsforallIndustryStakeholders

1. Significant reduction in viewability measurement discrepancies: • ensure all measurement providers use a consistent methodology (based upon a standard and

robust set of principles) to ensure results are comparable across providers

2. Towards a fully viewable digital advertising environment: • standardised process and certification framework will help significantly reduce payment for

non-viewable impressions

3. Improved transparency and value for all stakeholders (e.g. advertisers, agencies, publishers, measurement vendors):• deliberately designed to have a positive impact upon the whole industry - irrespective of

business model or size

4. Harmonised multi-national approach:• generates significant benefits (efficiencies and effectiveness) to all multi-national businesses

in the advertising ecosystem• alternative is a series of disparate and costly national initiatives - in mid to long-term, would

cause ongoing challenges for all major stake-holder groups

SummaryofCertificationFrameworkStructure

Seal of approval Compliant viewability measurement vendors would gain a pan-European seal of approval which is recognised across participating markets and removes the need for costly and time-consuming market-by-market certification.

The seal would indicate: • The pan-European authority (defining the

best practice principles and processes),• The independent certification provider

(local auditor complying with pan-European principles and processes)

• The local standards authority (checking the local auditor and issuing the seal)

Local authority composition is agreed by the local market.

Cross-industry steering group / pan-Euro Authority

European Viewable Impression Principles

Local standards

body (authority)

e.g. JIC

Independent certification

provider(auditor)

IABIreland–NewMembers

Media Partner:

Digital Convergence: Redefining Advertising

6TH APRIL 2017