Webinar: Research Morning
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Join us for our Research Morning where we will be showcasing some of the industry’s most illuminating research covering a variety of topics within digital advertising including UKOM’s industry updates and insights.
Julie will be giving an update on UK internet usage. After huge category highs and lows in April following the first month of lockdown, UKOM’s latest analysis focuses on how online behaviour has changed between April and May as the lockdown begins to ease.
As European markets carefully prepare for businesses to re-open, marketers are now front and centre, orchestrating a reset of marketing to align with new consumer behaviours to future-proof for the uncertain days ahead. In this presentation, Kate Barry from Amobee will share a summary of how marketers are rethinking the building blocks of their audience strategy.
GumGum enlisted neuro-analytics company, SPARK Neuro, to conduct a unique experiment in order to understand how consumers relate to contextual ad placements. Peter's presentation will talk through the results, showing a clear correlation between an advertisement's degree of contextuality and the engagement that the ad elicited.
Mike will give a ten minute summary on The Attention Council, an initiative that brings together a combination of ad industry professionals, academics, technology vendors and marketers to form thought-leadership around the attention economy. It's aim is to share attention learning and best practice to benefit brands, publishers and consumers.
Consumers are using more connected personal devices than ever before, providing more opportunities than ever for advertisers to reach them and to personalise messaging. However, consumer antipathy towards receiving advertising based on past online activity remains very high. 60% of British consumers claim to find this intrusive. Kantar draw on findings from their recent consumer research and industry expert views to look at how the media industry can provide relevancy effectively whilst staying the right side of the privacy line set by the consumer.
In 2020 there are more ways than ever to distribute and create video content and brands continue to take advantage of the evolving medium to enhance their storytelling capabilities and build an audience. However, there is an issue here. Advertisers are spending a lot of time and money on creating high-quality video content for an audience who are more likely to forget ever watching that content than they are to correctly recall the specific brand on display. So, how exactly do you create a memorable video without including a gorilla playing Phil Collins on the drums? New research from Unruly suggests that advertisers can better equip their ads for memory by leveraging a mental short-cut known as the peak-end rule.