Search

While gaming is becoming an increasingly established part of the media mix, myths still persist that need to be addressed in order to fully unlock spend growth. Here, members of IAB UK’s Gaming Group, draw on the evidence to challenge some of the misconceptions about in-game ads. Melinda Spence, Head of Insights & Measurement, Activision Blizzard Media Myth 1: Players don’t like advertising within gaming environments Certain player segments are highly receptive to in-game ads, especially when...

The inaugural Manchester-based event follows the success of Future of Media London, which has been running since 2021, and will bring together the North’s thriving media industry for a future-facing look at trends shaping the market. The event will see industry leaders explore changing media business models and market opportunities. Speakers from Matalan, Schuh, Sky, The Guardian and Havas Media Manchester are currently confirmed, while Uzo Oleh - award-winning photographer and film director -...

The latest data from UKOM, the UK’s online measuring body, shows that 54% of the UK population now uses TikTok every month, up 1.6m from 51% in March 2024. Growth in the app’s use is now highest among 45–54-year-olds (up 15%). The findings also show that mobile apps outperformed other brands when it came to user growth thanks to EURO 2024 and the UK General Election, with ITVX being the adding the most (+2 million visitors). Key insights from June 2024’s report also include: The average time...

In just a few short decades, gaming has transformed from a niche hobby into a global multi-billion dollar industry that draws in billions of daily users, with in-game advertising enjoying high attention rates and diverse audiences. But gaming is still widely viewed as a ‘nice to have’, rather than an integral component. Here, members of IAB UK’s Gaming Group explain why marketers should hold gaming in the same regard as other marketing channels. Why should marketers think of gaming as a premium...

“Lots has been written, talked and posted” following Google’s announcement that it is removing the 2025 third-party cookie deadline on Chrome, explained IAB UK’s CMO James Chandler, opening the event. “This afternoon is about getting you some detailed perspectives from across the industry - giving you a sense of how people are reacting to the news and how they are responding - as well as hearing from Google.” He encouraged delegates to feedback their views on Google’s proposal to the CMA by 12...

The consultation seeks to gain feedback on a number of developments to the Gold Standard, including the evolution of the initiative to distinguish between different channels, with bespoke requirements for web, app, connected TV, podcast and retail media. Having first launched in 2017, IAB UK’s Gold Standard aims to reduce ad fraud, uphold brand safety, improve the user experience, and aid compliance with GDPR e-privacy law by pulling together existing industry initiatives. Key changes now being...

Dissecting the election outcome In the recent UK general election, a record 335 MPs were elected for the first time – with a further 15 becoming MPs again after a gap in service – quite a change to a Parliamentary population of 651 MPs! The sheer number of new MPs means that the average Member of Parliament knows far less about our industry than their predecessor – so we have plenty of work to do in informing them about digital advertising and its value to UK businesses, consumers and the...

Cadbury’s ‘Yours For 200 Years’ campaign, which celebrates its 200th anniversary and a long-standing home in the nation's hearts, includes a Gen-AI-powered tool that places users in nostalgic Cadbury posters. Created by VCCP London’s digital experience agency, Bernadette, the ‘ My Cadbury Era’ campaign activation is a free tool which allows people to take a selfie, upload it to their favored Cadbury poster and automatically be entered into a £200 prize draw. “As a self-avowed and proud Swiftie...

The latest figures from the Advertising Association and WARC show UK advertising spend increased 9.3% to £9.2bn during the first three months of 2024 – setting a new high for a first quarter period. The findings show that growth was fuelled by digital, with online formats accounting for 79.7% of all UK spend in Q1 2024, as well as search (including retail media) up 12.0%, online display (including social media) up 12.8% and BVOD up 19.2%. You can find out more here . Speaking about the latest...

What Google has said Google has announced that it is pursuing a new path for Privacy Sandbox and will not be deprecating third-party cookies on Chrome in 2025 as previously planned. In a blog post published on 22 July, Anthony Chavez, VP of Privacy Sandbox, said: "We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing...

This is the second year in a row that the survey - which has over 1,200 respondents and is supported by Kantar - has found that marketers consider digital to be more effective at brand building than offline channels. The 2024 results also show that marketers believe digital ads deliver more emotional impact, as well as being funnier. When it comes to measurement, 69.3% of marketers say it’s either “very easy” or “somewhat easy” to measure media effectiveness in digital channels, compared to...

IAB UK’s response to the Ofcom consultation lays out our support of the ASA’s designation in relation to VSPs (reflecting the IAB’s remit), which we supported when the current VSP ad regulation was introduced in 2020. Ofcom has a set of criteria it uses for designating a regulator – it believes the ASA continues to meet these criteria and we agree with its assessment. You can download our response in full below.

Less Healthy Food & Drink ad ban Announcements included in the King’s Speech include confirmation that the Government will legislate ”to restrict advertising of junk food to children”. Government officials have since clarified that this commitment refers to the existing ‘ less healthy food and drink’ advertising restrictions and the delayed secondary legislation that is needed to give clarity on the scope and details of the ban. Last week, the IAB wrote to new Ministers to encourage them to...

A report out today from the Advertising Association’s think tank shows that the percentage of people who believe advertising drives positive change in society has increased by an impressive 10 percentage points in just three years: from 34% in 2021 to 44% in the first half of 2024. ‘ Social Contribution of UK Advertising 2024’ reveals that advertising’s social contribution is the second strongest driver of public trust in advertising, after the creative quality of the adverts themselves. The...

Block out your calendar, Digital Upfronts is back! Events will run between 2-24 October as Amazon, BBC Studios, The Sun and YouTube give advertisers exclusive insight into what they have coming down the track over the next 12 months and beyond. Expect a healthy dose of new product launches, plenty of big-name talent and expert trend analysis to shape your 2025 planning. Gaming, Retail Media and Connected TV Upfronts will return to The Steel Yard as we take a three day deep-dive into how these...

IAB Debrief returns on 19 November, bringing together marketers, agencies and digital dynamos to share how digital can affect positive change to standout uses of emerging formats in campaigns and has driven results for advertisers. Last year IAB UK members took to the stage, hearing from Abercrombie & Fitch, E.ON Next, Boots and Bodyform (to name a few), sharing smart ways they’ve used digital channels to challenge the norm, deliver results and spark some joy. Speaker submissions are now open...

In order to ensure that the Gold Standard certification process at the IAB is robust and transparent, ABC has completed its annual comprehensive audit of the systems in place. The review states that the processes for maintaining and updating the Gold Standard are “designed and operating effectively”, with the recent updates to the Gold Standard “well managed and communicated to IAB members”. The review adds: “2024 was a period of staff transition for the IAB Gold Standard with the current team...

I’d like to congratulate Lisa Nandy MP on her appointment as Secretary of State for Culture, Media and Sport - we’re looking forward to working with the new Minister and her team to ensure that the UK’s world-leading digital ad industry continues to provide universal access to the diverse and vibrant web we all rely on. To put it simply, digital advertising is the lifeblood of the open internet. It allows people around the country to access a vast wealth of content and services every day and it...

The incoming government represents not only a change but a valuable opportunity to take stock and reassess how to address challenges within the online ecosystem. We’re calling on Labour not to automatically pick up where the Conservatives left off when it comes to making policy decisions about further regulation of digital advertising, and to take time to carefully interrogate the evidence and define its priorities. We’re looking forward to working with the new Government and our members to...

The manifestos are out, TV debates are raging and - more than ever before - the political parties are turning to social video to capture all-important Gen Z votes. As it stands, Labour is well ahead in the polls and it looks very likely that a Starmer-led government will be in power come this Friday, ending 14 years of Conservative leadership. But what does Labour’s manifesto tell us about how the front-runner for No.10 will approach digital ad regulation? And - with 81% of all UK ad spend now...