4. 375 Advertisers
Advertisers represent 45% of our
membership base
5. Our councils and working groups
Education – Collaboration – Standards & Best Practice
Resolving industry issues – Self-Regulation
Display
Leadership Mobile Games
Trading
Regulatory Lead
Social Media Research
affairs Generation
B2B Video Ad-Ops Email
Behavioural
Affiliate Search Future
Targeting
6. Council Focus/Output
Research
Training
Events
Educational
Handbooks /
Whitepapers
Standards/
Guidelines
7. 2013 Strategy – 3 priorities
“Define best practice and standards for
programmatic buying and online campaign
DATA
measurement and promote responsible use of
data”
“Understanding how, why and when people use
different mobile devices and how media owners
DEVICES
and advertisers can take advantage of this”
“Increase brand spend online. Showcase the
BRAND opportunities offered to brand advertisers by
digital advertising formats and new devices”
9. IAB US Making Measurement Make Sense
(3MS) – What & Who?
A cross-industry collaboration that will improve
planning, buying and measurement of digital
media and facilitate cross-platform comparison
across ALL media...digital and legacy.
Facilitators: Supporters:
10. IAB US - Making Measurement Make Sense
(3MS) – 5 Pillar Solution
11. Programmes Overall 2013 Roadmap
Q1 Q2 Q3 Q4
• OPM Study • Incremental Reach seminar • Affiliates advertiser survey
• Incremental Reach project • Search Barometer study • Games ROI study
Research • Games-Brand Effectiveness
• RTA Advertiser/Agency snapshot
Marketing & • Blogs • Blogs • Blogs • Blogs
• Newsletter • Newsletter • Newsletter • Newsletter
PR • Search handbook-FMCG • Search handbook-Finance • Search handbook-Charity
• Video Guide/Handbook
• RTA Dinner - 22nd Jan • RTA Conference-4th Apr • Brand Forum – 16th Jul • Video Conference-28th Nov
• OPM Seminar – 26th Feb • Video Advertiser dinner • Data hackathon-1st/2nd Aug • RTA Advertiser dinner
Events • Games evening – 28th Feb • Search Conference – 13th • Data Forum – 26th Sep • Desktop vs Mobile Search
• Attribution on Trial -14th Mar Jun • Video Advertiser dinner debate
• Games Advertiser dinner • Games Advertiser dinner
• B2B Social Media w/shop • Video Advertising for brands • Video Advertising for brands
Training • B2B Metrics roundtable • B2B Metrics seminar • B2B Metrics webinar
• Pick and mix presentations
• RTA Advertiser w/shop–12th Feb • Affiliate standards w/shop • Affiliate Marketing w/shop • OLG 101 w/shop
• OLG 101 w/shop-20th Mar • RTA Agency w/shop • RTA Advertiser w/shop • RTA Agency w/shop
Education • B2B Content whitepaper • B2B Metrics w/paper
• Games boxed vs ad funded • Advanced OLG w/shop
w/paper • OLG Brand guidelines w/paper
• Online Workflow Standards • Affiliate Standards • Consumer Data Initiative
• Voucher Code COC • Ethical Merchant Charter
• Social Video Guidelines • Ethical Publisher Charter
Standards & • VOD regulation • Video Guidelines
• VAST/VPAID implementation
Regulations
• Measurement standards
• Open RTB standards
• SafeFrame
13. Objectives
1. Prove and remove
Prove the effectiveness of mobile advertising, and remove barriers to
entry
2. Inspire and integrate
Inspire advertisers and agencies to make mobile mandatory, and to
integrate mobile into their strategy
3. Protect and promote
Protect and promote the mobile marketing industry by encouraging best
practise and self regulation
14. Mobile Roadmap 2013
Q1 Q2 Q3 Q4
•Mobile Opt study II •Retailers on mobile audit •Agency snapshot •Big, huge, integration study
Research •Back Up Gif Report •IAB/PWC Adspend Study •Mobile Regs Study •IAB/PWC adspend study
•Industry Discrepancy Report
•Measurement definitions •The Big Mobile shopping •Mobile & Tablet creative •Integration white paper
Marketing & PR guidelines (US) Handbook gallery •Mobile newsletter
•Tablet creativity whitepaper •Mobile newsletter •Mobile newsletter
•Mobile newsletter
•Consumer Journey event (29th •IAB/PWC launch (10th April) •Mobile privacy event (30th July) •IAB/PWC launch (9th October)
Jan) •Mob Engage VIP dinner (2nd •Advertising & creativity on tablet •Engage (17th October)
•Measuring mobile event (5th May) event (3rd Sept) •Integration event (30th Oct)
Events March) •Mobile Engage (16th May) •Device forum (7th November)
•Mobile Retail event (18th •Mobile debate (5th Dec)
June)
•MRAID 2.0
Standards &
•DTSG
brand safety •Rising Stars
• AdChoices consumer •EU-wide guidelines for •Consumer attitudes to mobile •Educate policy leaders
Mobile Regs campaign / support AC on mobile advertising report •Support for guidelines
mobile
•Mob/tab Marketing Cert •Advanced mobile • Mobile workshop • Mobile Marketing Cert
Training •Mobile Workshop (agency)
•Agency ambassadors •Agency ambassadors •Agency ambassadors •Agency ambassadors
•Mobile council •Mobile council •Mobile council Mobile council
Education •Presentations to agencies
and advertisers
16. The digital media mix
% share of revenues for the H1 2012
Category H1 2011 Share
Search 58%
Display 23%
Classified 17%
NB: Other includes Lead Generation, Search Affiliate, Solus E-mail, Mobile SMS/MMS
Source: : IAB / PwC Digital Adspend H1 2012
17. Online Performance Marketing
3,000 – 4,000 advertisers
spending
£814 million on
Lead Generation 14%
10,000 publisher
Affiliate Marketing 86%
websites
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
18. Project Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Performance Marketing
Social Media Effectiveness
Incremental reach
Games Effectiveness
Digital Adspend
B2B Brand Decisions
Major Devices Study
Mobile advertising attitudes
B2B Media Owners
B2B Use of data
Ad Choices awareness
Cross device brand study (tbc)
20. Promoting transparency & control in
advertising
The IAB – in partnership with the entire EU advertising industry – is implementing an initiative to
enhance transparency and user control over targeted ads.
At its heart is a new icon in ads themselves and also on web pages. The icon links to information
on data collection / use and ways to control it.
Official icon providers – Evidon and TRUSTe – are currently delivering over 9.5bn icons per
month across EU markets.
The initiative is backed up by an independent & ‘tried and tested’ complaints handling (eg
ASA) and enforcement system.
It has strong political support from the UK Government and the European Commission.
A consumer campaign to make the public aware of the icon and what it does will begin in Q2.
We are also working the initiative to cover mobile.
21. New EU data protection reforms
The European Commission is proposing new rules to update and streamline data
protection law across EU markets. It announced the reforms in January 2012.
The IAB supports strong data protection law to protect consumers but believe the proposals
need to balanced in allowing for new business models / innovation.
However, the draft proposals are very prescriptive and re-draw the regulatory landscape for
the use of data in a restrictive way.
This has the potential to affect the digital advertising market significantly (as well as
innovative self-regulation), as well the UK digital economy – one of the leading digital economies
in the world.
The UK Government supports a balanced and proportionate approach. It’s recent Impact
Assessment showed that the proposals will add significant costs and burdens to
businesses.
The proposals are currently being examined by the Council (national governments) and the
European Parliament (elected MEPs).
22. Greater ad trading transparency
Ad exchange Publisher
Advertiser/ 1010101010 1010101010 1010101010
Agency ATDs DSP SSPs
1010101010 1010101010 1010101010
Ad networks
Travel Retail
Retail Finance
24. Go on, brag a bit…
Enter our monthly Creative Showcase
--Submit your best campaigns each month
--Be a part of history – we’re celebrating the ten-year anniversary
--Enter your work – it’s FREE: www.creativeshowcase.net/
Shine a light on your research
--Share your research on our site and spread knowledge
--Upload your own research on our site
--Visit: www.iabuk.net/research/submit
Share your thought leadership: blogs
--Dying to say something about digital?
--Send your blog & head shot to editorial manager, stuart@iabuk.net
25. Stay up to speed
Follow us on Twitter!
--Timely, useful updates help us lead the pack among trade bodies
--20,000 followers, an industry resource
--Follow us @iabuk for what’s new and what’s on
Get tailor-made updates
--Anyone in your company can register on our site
--Select custom updates - events, training, policy, & mobile
--Visit www.iabuk.net/email-signup
Find us on Facebook or join our LinkedIn group
--See Creative Showcase winners (FB)
--Get industry and member updates on LinkedIn
--Look us up: Internet Advertising Bureau (IAB) UK
28. Mission and objectives
• Mission
• Grow the display market by providing clarity and helping the digital
industry understand the benefits and strengths of display media
trading
• Objectives
• Show the effectiveness of display trading to advertiser, agencies, and
publishers
• Demystify the display trading ecosystem so that the market can make better
use of the opportunities
• Define best practise within the display trading ecosystem
iabuk.net/contact
29. Roadmap 2013
Q1 Q2 Q3 Q4
•Advertiser/Agency snapshot •B2B Media Owner study •TBC
Research
•Newsletter •Newsletter •Newsletter •Newsletter
Marketing & PR •Blog •Blog •Blog •Blog
•Attribution on trial - 14th •RTA Conference – 4th April •Open data hackathon – 2nd •Advertiser / Publisher dinner
March August
Events •Advertiser / Publisher dinner •Data Forum TBC – 26th
– January 22nd
•IAB Engage – 17th October
Training •RTA Workshop (Advertiser) – •RTA Workshop (Publisher) – •RTA Workshop (Advertiser) - • RTA Workshop (Publisher) -
12th February 22nd April TBC TBC
•Investigate Display
Advertising Curriculum
•Presentations to advertisers, •Presentations to advertisers, •Presentations to advertisers, •Presentations to advertisers,
agencies and publishers agencies and publishers agencies and publishers agencies and publishers
Education
•DTSG updates
Standards, Best •Investigate Open RTB
Practice and standards
iabuk.net/contact
Regulations
30. Events
• Real Time Advertising Workshop
12th February 2013
A one day sessions for advertisers who want to get to grips with the ever changing display
and trading ecosystem and learn how to leverage the opportunities it now offers;
DTC Participation: Quantcast; Infectious Media; Google; Yahoo!; Criteo
• Attribution on Trial
14th March 2013; IAB Offices
Speakers:
Quantcast; Google; Yahoo!; Mediamath; Infectious Media
Judging Panel:
Dr Wing Yee Lee, Head of Business Analysis, Adobe
Pete Robins, Managing Partner, Agenda 21
Kevin Clapson, UK Head of Sales, Trip Advisor
• Get with the programme: Real Time Advertising Conference
4th April 2013; The Business Design Centre, Islington
Leading advertisers, agencies, publishers and networks share best practice in RTA
iabuk.net/contact
31. Evolution of Online Display Advertising
http://www.youtube.com/watch?v=1C0n_9DOlwE
