Search

With previous research proving the link between attention, brand recall and short-term sales growth, IAB UK and Lumen set out to explore how advertisers can maximise the attention their digital ads receive. The study, which spans desktop and mobile, shows that there are five key ways to boost advertising attention online: Quality matters: Being in a premium content environment (aka, a quality news brand or magazine site) is the single biggest driver of ad attention, generating three times more...

Below you can read the full report which draws from the IAB / PWC ad spend study. It seeks to prove the causal link between advertising and the wider economy, even saying that advertising has a closer link to investment and consumption that GDP.

Podcasts have proven to be particularly popular in recent years, but who is driving growth? As part of our Listening Britain Series drawing on latest RAJAR MIDAS data (Spring 2019), we’ve taken a closer look at who is listening, how much time people spend tuned in per week and how they are accessing podcasts. Some key stats include: 7.6 million listen to podcasts in the UK each week Podcast listeners in the UK consume 7.3 hours of podcasts per week on average, equating to 56 million hours in...

As an FMCG brand, you live and die by your distribution, if you aren’t available you can’t be sold and you risk losing a prospective consumer to a competitor. Whilst the online revolution is continuing to reshape the retail landscape and new technologies, if used effectively, can provide a wide array of opportunities for connecting with your audience. It’s important to not lose perspective of the here and now. In spite of the prevailing doom and gloom on the high street, physical stores still...

The IAB recently conducted research seeking to understand how people feel about online advertising, and asking whether they were aware of the value exchange that allows for a free internet, and also how much they value the internet itself. This research can be read in full here. We also created a one page report with all of the key findings from our research. This can be downloaded below.

Earlier this year the IAB hosted an event giving everyone working in Parliament a chance to learn about how online advertising actually works, explaining what types of digital ad exist, how they work and how the industry is regulated. Continuing with our political outreach, last week we returned to Parliament to host a breakfast roundtable, bringing politicians together with members of our Board to discuss the state of the industry, the challenges it faces and reasons to be cheerful. The IAB...

The Government’s Online Harms White Paper did not include proposals specific to digital advertising, but did propose the establishment of a new regulator. The IAB submitted a short response urging the Government to recognise the effectiveness and respect the remit of the UK’s world-leading system of self-regulation that currently exists within the digital advertising industry, including the CAP/ASA system, the European Digital Advertising Alliance, JICWEBS, and the IAB’s own Gold Standard. Our...

The IAB recently submitted a response to the Government’s call for evidence on its cross-government National Data Strategy, which you can view in full below.

The ICO’s ‘Update report into adtech and real time bidding’ is clear that there are issues that both individual companies and the UK industry collectively need to address in order to meet the standards of the GDPR and ePrivacy legislation. The report identifies two broad areas of concern in relation to RTB and people’s information rights: processing of ‘special category’ data without the appropriate consent, and data security (i.e. how personal data is controlled and protected when it is shared...

Managing brand safety in digital has always been a delicate trade-off between suitability and scale. Advertisers understand the potentially disastrous consequences for their brand image and reputation if their messaging appears next to salacious content. But they also understand that if their brand safety standards are too restrictive, they inadvertently avoid safe content, negatively impacting reach. Most advertisers use brand safety blocking to ensure their ads do not appear next to content...

DOOH offers advertisers an eye-catching and dynamic way of reaching consumers and raising a brands’ profile. But how much are marketers using the medium and what do they think about it? We teamed up with YouGov to get the inside track from 504 marketing decision makers across a range of sectors and company sizes. Here’s some of the key findings: 41% of marketing decision makers are responsible for OOH campaigns, of which 36% are using DOOH DOOH is unlocking new budget with 19% of spend coming...

What do you think is driving DOOH growth? With digital out of home having grown by 11% year on year and now delivering over 1 billion impacts each week, the DOOH market offers unprecedented opportunities for advertisers in terms of reach, flexible planning as well as creativity. DOOH operates in a highly brand safe and accountable environment that doesn’t have some of the same challenges as other forms of online advertising. Ad blocking, brand safety and viewability aren’t concerns when you know...

IAB Europe has released its full 2018 AdEx Benchmark Report; the definitive guide to advertising expenditure in Europe, with this study covering 28 markets. Whilst the topline results from the research study were announced at the IAB Europe Interact event in Warsaw in June, the full 80+ page report allows for a far deeper study into the factors influencing market growth. This includes the impact from the introduction of the GDPR, as well as format trends for display, video, social, mobile...

Introduction This summary offers an overview of subnetworks within the affiliate space and gives clarity about their business practices and ‘ways of working’. This is spilt into three sections: Section 1. An overview of subnetworks Section 2. Challenges when working with subnetworks Section 3. Subnetworks ‘ways of working grid’ Thanks to Acceleration Partners and Awin for putting together the content and thanks to Digidip, Skimlinks, Yieldkit, Sovrn Commerce, Admitad, Clickwork7 and Shopping...

The industry body for UK digital advertising is calling on all of its members involved in real-time bidding (RTB) to review current practice following the release of the ICO’s ‘ Update report into adtech and real-time bidding’. Highlighting key areas of concern in regards to RTB, data security and GDPR compliance, the report makes it clear that the ICO will not hesitate to take regulatory action if companies do not respond accordingly. The industry now has just months to address the points...

With Boris Johnson’s new cabinet now in place, I would like to take the opportunity to congratulate Nicky Morgan MP on her appointment as Culture Secretary. As the head of DCMS, we look forward to working with her and her team to help build a sustainable future for the digital advertising industry. As with all reshuffles, it’s hugely important to us that the new Government maintains a consistent approach to industry regulation and we will be ensuring that we continue to represent our members...

The questions fall under three different categories: Pricing Placement Data Pricing What is your business model and how do you make money? BidSwitch charges a percentage of media traded either to media suppliers (“SSPs”) or media buyers (“DSPs”), trading pairs dependent. BidSwitch also supports either the DSP or SSP covering the trading fee, which is known as ‘Flexible Fee Assignment’. Can you outline the full details of the agreement on a booking form / contract? BidSwitch supports two trading...

The latest AA/WARC Expenditure Report shows that UK ad spend rose 4.2% year-on-year to reach £6 billion in Q1 2019, making it the 23rd consecutive quarter of market growth. As Stephen Woodford, the CEO of the Advertising Association, said: “These figures are testament to the resilience of UK advertising during an uncertain period for business, leading up to the original Brexit date.” Online advertising performed well across a number of formats, with online radio in particular seeing year-on-year...