The PRWIRE Press Releases https:// 2019-10-28T21:00:00Z New research finds brand building impact of digital advertising has been underestimated 2019-10-28T21:00:00Z new-research-finds-brand-building-impact-of-digital-advertising-has-been-underestimated 29th October 2019: Digital channels are effective at delivering brand impact and more cost efficient than most offline channels according to an Australian first report released today by Kantar at IAB Australia’s MeasureUp conference. The report, The Digital Brand Effect, found that the long term retained brand impacts for digital campaigns are at least on par with those of other media; with 20% of the original brand impact of digital campaigns retained for eight weeks after the original exposure. Online video and social and online display were also found to have a higher share of brand impact compared to the share of spend, with the report finding that digital touchpoints pay their way back in building key brand building metrics including awareness, brand associations and motivation. Gai Le Roy, CEO of IAB Australia commented “The narrative that digital advertising is a purely performance media with little long-term brand impact that has become particularly loud of the last couple of years is a complete fallacy. A wide range of respected independent research companies have been able to demonstrate that digital does have strong brand building ability over many years. “The Digital Brand Effect using aggregated results from a large pool of campaigns provides a deeper level of information on how marketers can use a range of digital formats, alongside traditional media, to build long lasting successful brands,” said Le Roy. The report also confirmed that digital advertising excels when it is part of a multimedia campaign, demonstrating strong synergies when differing digital media channels combine, as well as complementing offline media. Up to 45% of digital brand effects are a result of working with other digital or offline media to produce synergistic effects, while up to 22% of digital brand effects are a result of working with other offline media. Mark Henning, Executive Director, Media and Digital at Kantar Australia, said: “Our conversations should not be about which advertising formats are the most successful individually because the reality is that advertising works best when it’s multi-channel and multi-discipline. As consumer consumption patterns shift and we move into new advertising formats, it will be even more important for marketers to consider the basic tenets of advertising best practice and to actively implement campaigns that are multimedia to ensure optimum brand outcomes.” Other findings from The Digital Brand Effect report include: While the most successful digital brand campaigns deliver a brand impact of 3.5 that of other campaigns, success is not driven by increased campaign spend. Rather success was found to be driven by designing creative with context in mind, integrating digital campaign with other media and managing frequencies. Online display advertising was found to create meaningful brand differences and build brand associations, with its impact 42% higher than investment. Online video was found to drive brand motivation with a 30% higher impact than investment. Social and video formats have truly come of age with brand ROI for online video improving 144% for brand salience over the last eight years, and social reporting brand ROI improving 90% for brand motivation. These increases reflect the adoption and reach of the formats, underpinned by improved ad units with better integration, new feature and user experience. The Digital Brand Effect report analysed the brand impact delivered by digital and other media based on over 145 Australian Kantar Cross Media Brand Effectiveness studies, over 1,300 Global Kantar Cross Media studies, and 14,500 Global Kantar Digital Brand Lift studies. IAB MeasureUp is the only measurement focused conference in Australia, designed to help shape digital and cross-media measurement in the Australian market for the next 12 months. It features both local and international speakers who discuss the ways of measuring both the opportunities available for advertisers and the impact of their investments. Key topics in MeasureUp 2019 include cross media marketing and measurement; preparing for an industry without cookies; optimising digital video campaigns; customer life time value (LTV), native advertising and brands through the eyes of youth. / Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T :(02) 8905 0995 E: pru@einsteinz.com.au Online advertising continues year-on-year growth to reach $9 billion 2019-09-01T21:00:00Z online-advertising-continues-year-on-year-growth-to-reach-9-billion Monday 2nd September 2019: Australian brands and agencies continue to grow their investment in digital advertising with total spend for the 2019 financial year increasing by 7.1% year-on-year to reach $9.0bn (2018: $8.5bn). Of the total spend, 45% was attributed to Search and Directories, 37% to General Display and the remaining 18% to Classifieds. The latest IAB Online Advertising Expenditure Report, prepared by PwC, reveals that whilst year on year growth has slowed (7.1% compared to 11% in 2018) reflecting the downturn in Australia’s overall advertising market, all online revenue categories have experienced growth. Search and Directories showed the strongest growth, increasing 8.0% in the twelve months ended 30 June 2019, whilst growth for General Display and Classifieds stood at 7.4% and 4.2% annual growth respectively. Figure 1: All online advertising categories experience growth in 2019 - Online advertising expenditure, FY19 compared to FY18 Video and mobile continue to dominate investment Video and mobile continue to gain share of digital investment. The shift from desktop to mobile continues apace with the total mobile advertising market, inclusive of search and display, increasing by $1 billion (or 28.4%) to $4.6 billion. With the introduction of 5G in the near future, faster data transfer speeds provide opportunity for future growth in this segment. Video remains the fastest growing format of the $3.4 billion display market and now accounts for 44% of total display. Total video advertising now stands at $1.5 billion (up from $1.3 billion in 2018) assisted by the growth of connected TV inventory and revenue. Gai Le Roy, CEO of IAB Australia said: “We are seeing steady digital growth within a universally challenging advertising environment. When we look some of the notable drivers of this growth, it’s clear that small and medium business investment in digital is growing at a higher rate than traditionally larger advertisers. There are also some key category shifts. Automotive is again the largest advertiser category for display, but for the first time it is also the largest video advertising category - taking over from FMCG as their spend softens.” She continued, “It is proven that a slower advertising market offers the brave marketer an opportunity to invest in order to take market share so it will be interesting to see how vertical category investment unfolds over the medium term.” The Chief Economist for PwC Australia Jeremy Thorpe, supported Gai Le Roy’s remarks commenting, “Australian businesses are operating in a challenging low growth environment. Investment in marketing is an essential tool for businesses to grow their available market to achieve growth.” June Quarter 2019 The report also sets out Q2 (June quarter) 2019 data which shows total online spending is up 5% year-on-year to reach $2.3 billion. Search and Directories experienced strong growth compared to the same quarter in the prior year growing by 10.3% year-on-year to $1.16 billion, Display was up 4.3% to $864 million and video up by a significant 16.7%. Classifieds were down by 5.9% with declining consumer confidence impacting listings. Figure 2: Online advertising expenditure compared to prior comparative quarter (June quarter 2018) With a share of 48%, video represents the largest share of general display expenditure for the June 2019 quarter. This is followed by content, native and infeed at 34% and banner/ standard display formats at 17%. Video’s share of general display has grown steadily since September 2018. Each segment has a component of mobile advertising expenditure with mobile advertising making up 68% of total general display expenditure, an increase from 56% in the June 2018 quarter. Almost half (49%) of general display advertising viewed on content publisher’s inventory was bought by media agencies via an insertion order or non-programmatic method, down from 58% in Q1 2019. 33% of general display advertising was bought programmatically, an increase of 4% on the previous quarter; taking share from media agencies. With 47% of content publishers’ video inventory being sold programmatically, video represents the general display type with the largest share sold programmatically either by real time bidding via an exchange or private market place. Connected TV (CTV) contributes significantly to this with 53% of content publishers’ CTV inventory being sold programmatically. Standard display and infeed/native/content for content publishers are still primarily purchased by agencies at 44% and 55% respectively. The two advertiser categories that increased their share of display spend for the quarter were Government at 6.7% up from 5.1% last year driven by election spend and Travel which has gradually increased share over the last year to now represent 7.3% of display up from 5.7% last year. Now in its 12th year of revenue reporting for the digital industry, the IAB Online Advertising Expenditure Report prepared by PwC is recognised as the industry standard for independent market level industry intelligence in Australia. The full report is available for IAB Australia members. The report compiled by PwC, solely for the use of the IAB, presents an unaudited aggregation of data provided by members of the IAB as well as estimates developed from publicly available information and other sources. /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Sue Ralston Einsteinz Communications T: (02) 8905 0995 E: sue@einsteinz.com.au Guardian Australia joins IAB Australia Board 2019-06-02T20:30:00Z guardian-australia-joins-iab-australia-board 3rd June 2019; SYDNEY: IAB Australia has announced the appointment of Guardian Australia to the IAB Board, effective immediately. The company will be represented by Guardian Australia’s Director of Commercial Operations, Tereza Alexandratos and Managing Director, Dan Stinton. Guardian Australia is already involved in IAB Australia as members of the IAB Audience Measurement Council and has indicated its intention to become involved in other Councils including Ad Effectiveness, Audio, Data and Standards and Guidelines. Tereza Alexandratos, Director of Commercial Operations, Guardian Australia said: "IAB plays a vital role in creating a healthy digital advertising ecosystem for consumers, advertisers and publishers. Guardian Australia will leverage its local and international experience in quality content to make a positive contribution to the Board and local digital advertising. Our unique perspective will be an asset to industry conversations.” Dan Stinton, Managing Director, Guardian Australia said: "Guardian Australia has grown significantly over the last six years. We now reach one in five Australians with our quality, independent journalism and have built a substantial advertising business – the time is right for us to join the IAB board.” Matt Rowley, CEO of Pedestrian Group and Chair of IAB Australia commented: “We are delighted to welcome Guardian Australia to our Board and look forward to the value their alternative approach and global experience will bring to our activities.” Gai Le Roy, IAB Australia CEO noted that Guardian Australia has been particularly focused on advocating for a more transparent advertising ecosystem, and increased innovation in digital advertising technology, both important issues to the IAB. “The Guardian has been heavily involved in IAB UK and we see considerable opportunity for Guardian Australia to engage across a broad range of industry shaping activities,” said Le Roy. “The organisation’s recent experience with the GDPR framework means it will also be well positioned to offer insights and experience to the local industry.” Launched in Australia in 2013, Guardian Australia has established itself as one of the leading news publishers. /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. About Guardian Australia Launched in May 2013, Guardian Australia is a free premium digital news site in Australia, with a total reach of 5.4m people (Nielsen DCR, March 2019). Guardian Australia is a trusted source of quality Australian news, with a particular focus on politics, the environment and social inequality. Guardian Australia offers national news coverage and has four bureaus, located in Sydney, Melbourne, Brisbane and Canberra. Guardian Australia is also part of the Guardian’s 24-hour global news operation, helping to cover breaking international stories in all parts of the world. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au Katie Haffner Guardian Australia T: 0403 357 831 E: katie.haffner@theguardian.com Online advertising Q1 2019 sees seasonal drop while year-on-year growth continues apace 2019-05-26T20:30:00Z online-advertising-q1-2019-sees-seasonal-drop-while-year-on-year-growth-continues-apace Monday 27th May 2019: Online advertising has continued to climb in Australia with revenues increasing 4.9% year on year to reach $2.2billion for the first quarter of 2019. The data which was drawn from the IAB Australia Online Advertising Expenditure Report (OAER) published today by PwC, also showed that video, mobile and classified advertising were the stand out performers, increasing year on year by 15%, 26% and 7% respectively. Consistent with previous years, online advertising expenditure in the first quarter of 2019 softened slightly compared to the seasonally more active December 2018 quarter, decreasing by 4.3% overall. Within this, whilst the general display and search and directories segments contracted, classifieds grew 6% in the March quarter 2019 compared to the December 2018. This classifieds growth was experienced across all three reported sectors - recruitment, real estate and automotive. Gai Le Roy, CEO of IAB Australia commented: “There is little doubt that the advertising market is tough across all platforms, but within the breadth of digital advertising there were still bright spots. The classifieds sector again had a strong March quarter and the display market saw an increased share for government/political spend which will continue into the June quarter numbers. Yet again video continues to gain share in the display sector.” Search and directories maintained its overall share of online advertising expenditure at 44% to reach $977.6m for the quarter, while classifieds reached $426.2m, a 20% share of spend and general display advertising is now 36% of spend at $799m. Video represented the largest share of general display expenditure in March 2019 quarter at 46%, followed by content, native and infeed at 35% and standard display formats at 18%. Each of these segments has a component of mobile advertising expenditure with mobile advertising making up 66% of total general display expenditure, an increase from the December 2018 quarter. Media agencies were the preferred buying method for display advertising viewed on content publishers’ inventory with some 58% bought via media agencies via an IO / non-programmatic method. 29% of general display advertising was bought programmatically with either fixed CPM and guaranteed inventory (6%) or with a variable CPM based on real time bidding via an exchange or private market place (23%). The share of general display advertising bought programmatically decrease 5% compared to the prior quarter. The Report also found that 32% of video advertising expenditure for content publishers was driven by viewing via a connected TV in the March quarter, with 39% viewed on a desktop and 29% via mobile.[i] Automotive, Real Estate and Finance lead the General Display advertising market revenue, representing 37.0% of the reported General Display advertising market for the March quarter.[ii] The same three industry categories made up 33.4% of General Display in December 2018 quarter. Government’s share of general display increased to 5.0% from 3.1% in the lead up to the May 2019 federal election. The full report is be available for IAB members. /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au [i] Expenditure by device is only in relation to content publisher and percentages can not be extrapolated across total video expenditure [ii] Reported General Display market refers to General Display expenditure reported by survey contributors and therefore excludes Facebook, Google, Twitter, Snapchat, Spotify and LinkedIn General Display advertising. IAB Australia recommends adoption of apps-ads.txt to help fight ad fraud 2019-05-22T21:30:00Z iab-australia-recommends-adoption-of-apps-ads-txt-to-help-fight-ad-fraud 23rd May 2019; SYDNEY: IAB Australia today that apps-ads.txt, its authorised inventory product for advertising within in-app environments on mobile and OTT (over-the-top) and any other app inventory, is now ready for adoption. Digital buyers have been advised they should actively look for app-ads.txt files along with ads.txt files when reviewing inventory, to help shift programmatic media spend to authorised supply paths. Additionally, IAB has recommended that local publishers adopt the solution immediately, so as to help limit the ability of criminal entities profiting via counterfeit programmatic advertising inventory. App-ads.txt is an extension of last year’s ads.txt (Authorised Digital Sellers) solution. It is a simple, flexible and secure method that publishers and authorised partners can use to publicly declare the companies they have sanctioned to sell their digital inventory. According to Georgina Fox, Publisher Partnerships and Supply Director at GroupM accessing fraud free, legitimate inventory on behalf of brands is crucial, as is supporting local publisher partners and the Australian online advertising ecosystem. “As an industry it is imperative that we work together to combat fraud in any way we can, utilising the technology we have available. The adoption of app-ads.txt will further increase confidence for buyers, sellers and importantly for app developers. The adoption of ads.txt provided an increase in advertiser and publisher confidence, and it is fantastic that we can now extend this to app,” said Fox. Jonas Jaanimagi, IAB Australia Tech Lead commented “IAB Australia and our members have been delighted by the high levels of adoption of the ads.txt standard in Australia for desktop advertising and are optimistic of this now being successfully replicated with app-ads.txt for in-app inventory. “Simple critical technical standards such as these require widescale adoption and support to be truly useful in practice and it’s only through these types of cross-industry collaboration and technical diligence that we will be able to tackle serious ongoing issues such as advertising fraud,” said Jaanimagi. REA Group Executive Manager, Audience Solutions & Automated Trading, Braden Clarke said: “As an early adopter of the ads.txt standard for web inventory, we’re pleased to adopt the recently released app-ads.txt standard for in-app inventory. We support the IAB’s Authorised Digital Sellers initiatives as a means to increase trust and transparency across the digital supply chain – ensuring buyers can effectively navigate the path to authorised supply of genuine inventory. “As witnessed with the adoption of the ads.txt standard for web – critical mass on the supply side is a required before this data can provide full value to DSPs and programmatic buyers. We would encourage other premium publishers and app developers to implement this simple solution to help overcome domain spoofing; and direct DSPs and buyers to authorised supply paths,” said Clarke How does app-ads.txt work? App-ads.txt supports apps distributed through online app stores, linking app store listings to app developer websites. A standard process is provided in the documentation to help publishers obtain the app developer’s website URL from an app listing page in an app store. App developers publishing authorizations in an app-ads.txt file on the developer’s website centralize this configuration into an online resource that the developer independently controls. Using a developer domain creates a universal namespace, which may help identify and block instances of unauthorized developer impersonation. IAB Australia also encourages digital buyers and publishers alike to revisit the Digital Advertising Practices released in July 2018, which provide guidance and resources to help agencies and marketers avoid buying fraudulent inventory. Following best practices such as these, in tandem with the widespread adoption of IAB industry standards serving as solutions and utilising quality ad technology from verified vendors, can take the lead in the fight against fraud. Industry views James Young, General Manager, Telaria commented: “At Telaria we believe a transparent, fraud-free ecosystem is vital for programmatic trading. App-ad.txt for in-app and OTT/CTV is that next step following on from the success we’ve seen with ads.txt, Open measurement and ads.cert. As OTT and CTV usage grow, it’s important to ensure that buyers and sellers transact with confidence in a trusted environment, and this is the right solution to legitimise in-app inventory across mobile and CTV devices. This moves our industry in the direction of increased clarity and transparency and we support it wholeheartedly.” Sergio Serra, Product Management, Supply & Programmatic, InMobi added: “Even though app-ads.txt's benefits are undeniable, there is a lot of education that needs to be put in place across the ecosystem. Realistically speaking, DSPs cannot really drive adoption until critical mass is reached. It's the duty of SSPs and exchanges to promote and push for it. The demand side will be able to help by mandating app-ads.txt, but only after a sufficient share of the developers have implemented it.” / Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au PwC Online Advertising Expenditure Report finds Australian Digital Advertising market worth $8.8B in 2018 2019-03-11T21:00:00Z pwc-online-advertising-expenditure-report-finds-australian-digital-advertising-market-worth-8-8b-in-2018-1 The Australian online advertising market hit $8.8bn expenditure in calendar year 2018, an increase of 11.6% on 2017 according to the IAB Australia Online Advertising Expenditure Report (OAER) published today by PwC. The independent report, which has been detailing key online market trends since 2007, includes for the first time data points about the rate of programmatic buying, as well as CTV video advertising revenue data. The strong results for the digital advertising market in 2018 is underpinned by the continuing shift in consumer media consumption. Australians now spend nearly 100 hours a month on desktop, smartphone and tablets and nearly five million people access internet content on their TV screens daily. For the full calendar year 2018, the General Display Advertising category experienced considerable growth, reaching $3.3bn for the year, a 15.8% increase on 2017. This places the category at 37% of total online advertising – the strongest share of the overall online ad market to date. Search and Directories hit $3.4bn for 2018, a 9.2% increase, while Classifieds increased 9.5% to reach $1.6bn spend in 2018. For the quarter ending 31st December 2018, the General Display Advertising category grew 5.4% to a market total of $2.3B and according to new data points captured in the OAER report for content publishers for the first time, 51% of this inventory was bought via media agencies using either an insertion order or another non-programmatic method. Of the balance, 34% of general display advertising was bought programmatically with either fixed CPM or guaranteed inventory (9%) or a variable CPM based on real time bidding via an exchange or private market place (25%), while 9% of all display advertising was bought directly. With connected TV inventory now a significant part of the digital video market, for the first time content publishers provided data points breaking down revenue sources in this OAER report. It found that in Q4 2018, 23% of video advertising revenue for content websites was generated by connected TV inventory, while 48% of video advertising revenue for content websites was via desktop; and 29% via mobile video advertising. Gai Le Roy, CEO of IAB Australia commented “Marketers continue to reinvest their budgets in a range of digital advertising options because they know it helps grow their businesses. 2019 will see the IAB demonstrate to marketers how they can increase the effectiveness of their spend across a wide range of digital formats and how it can work together efficiently with other media channel investments.” Megan Brownlow, Partner at PwC said: “We are pleased to release the latest version of the Online Advertising Expenditure Report with a number of new features. The market had headline growth and is now worth $8.8B with video again the bright spot,making up 42% of the general display market and up 26.2% on 2017.” For calendar year 2018 Mobile advertising continued to drive strong growth in both General Display and Search and Directories, reaching $4.2bn in 2018, a 34.9% increase year on year. Mobile advertising now makes up 63% of total General Display advertising. Video advertising grew 26.2% to reach $1.4bn in 2018, demonstrating the continued positive trend for publishers as brands continue to seek premium environments in which to showcase their offerings. The Report notes that with connect TV advertising remaining a big focus, the use of technology and strength of content will be pivotal in differentiating publishers in this segment. The new data points around buying methods and video revenue was supported by a number of contributors including Amobee (including Videology), carsales.com.au, Daily Mail Australia, Domain, Guardian News and Media Limited, Here, There & Everywhere, Mamamia, Multi Channel Network, News Corp Australia, Nine, REA Group, Seven West Media, SpotX, TEN and Verizon Media. Listen to the IAB Podcast interview with Megan Brownlow, PwC partner and author of the Online Advertising Expenditure Report. The full report will be available for IAB members at www.iabaustralia.com.au /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au 87% of media buyers used ads within streaming services in 2018 according to IAB Audio Advertising State of the Nation Report 2019-03-03T21:30:00Z 87-of-media-buyers-used-ads-within-streaming-services-in-2018-according-to-iab-audio-advertising-state-of-the-nation-report MONDAY 4TH March 2019: IAB Australia today released the 3rd wave of its Audio Advertising State of the Nation Report. The Report, which covers broadcast radio, streaming digital audio, DAB+ and podcasts, is a truly collaborative industry project with support from 13 different media and technology companies as well as industry body Commercial Radio Australia. The headline finding for the report was 87% of agencies used streaming audio advertising in 2018 and that brand advertisers embraced podcast advertising in 2018 in Australia. Additionally, the report found that there is a strong appetite in market to try dynamic audio creative development to make the most of the data and targeting capability of streaming and programmatic audio and provide more relevant and better ad experiences for consumers. The industry’s understanding of voice marketing was also found to be improving, though the report found that it’s still currently at a low level of adoption. Other headlines include: The experience and understanding of digital audio advertising in the Australian market is continuing to grow. Streaming audio was regularly bought by more than six out of 10 media buyers through 2018, while more than eight out of ten media buyers bought streaming audio; Podcast and DAB+ advertising had the greatest traction in 2018; 20% of media buyers regularly bought podcast advertising in 2018 – up from 14% in 2017; a further in 4 in 10 buyers experimented with podcast ads in 2018 and an additional 28% are looking to try for the first time in 2019; The introduction of new ad placements and creative formats have continued to gain traction with media buyers. Dynamic audio creative is of particular in interest, nearly a quarter of buyers have used this so far but a further 57% are looking to recommend dynamic audio creative development for clients in 2019; The number of agencies using programmatic buying for audio has increased slightly in the last 12 months however major growth is expected for programmatic guaranteed arrangements with expectations that this will grow from 37% to 47% in 2019; 50% of podcast ad investors have used the format to meet brand awareness goals versus just 12% of buyers using it for direct response campaigns. This differs considerably with the US experience where direct response is the primary goal; Voice marketing hit the radar for the first time in 2018 with 9% of buyers already active in this space and it is emerging as a strategy for consideration through 2019; 70% of media buyers intend to invest in cross platform (broadcast and digital) opportunities from radio networks; Although 75% of agencies are either planning &/or buying their radio and streaming audio inventory through a joint team, the 25% of agencies that still have separate functions for this has remained the same since the last wave of research 12 months ago; and While brand safety is less of a concern for most audio formats compared to other media options, agencies are aware that this needs to be on their radar more with podcasts due to the variety of content in market. The Report notes four key areas the industry should focus on over the next twelve months as highlighted by respondents. These are: Cross platform and cross media measurement Demonstrating effectiveness Education on programmatic audio Showcasing creativity. Gai Le Roy, IAB CEO commented “Streaming audio is now cemented as part of the commercial media market and we are pleased to release the third wave of this important industry audio research to help the audio market thrive in 2019. IAB will continue to invest in research projects such as this to provide the market with objective market wide data.” Richard Palmer, co-chair of the IAB Audio Council and Director of Market Development at Triton Digital said: “With 13.8m Australians streaming audio content on their digital devices in December 2018, the media community is continuing to increase their investment in streaming ad opportunities as well as starting to embrace the commercial opportunities that podcasting is bringing to the market.” Thirteen organisations participated in this project including ABC, ARN, Commercial Radio Australia, Eardrum, Macquarie Media Limited, Nova Entertainment, Omny Studio, Rubicon Project, Southern Cross Austereo, Spotify, The Trade Desk, Acast, Triton Digital and Whooshkaa. The research was conducted by Hoop Group in December 2018. The full report will be available at www.iabaustralia.com.au /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au IAB launches Future of Measurement Project 2019-02-05T21:00:00Z iab-launches-future-of-measurement-project Sydney, 6th February 2019: IAB Australia has detailed its plans to conduct a full review of audience and cross media measurement. The project, known as the Future of Measurement will see the IAB deliver a plan that encompasses measurement solutions, standards for ad measurement, delivery and verification, as well as guidelines and best practices, with the goal of delivering data and meaningful metrics to marketers, agencies and publishers to enable them to assess opportunities and track performance in a complex cross media world. Commencing this month with extensive engagement with key stakeholders and industry bodies in the local market on the buy and sell side, and an assessment of various developments in overseas markets, the IAB will also be conducting a buy and sell side research survey on market. The findings from the market analysis will be presented at an industry Town Hall meeting on 25th March where other interested parties will also have the chance to discuss the next steps. A final report for market is expected to be released in April 2019. The project will be spearheaded by IAB Australia CEO Gai Le Roy and newly appointed IAB Australia Research Director, Natalie Stanbury. Stanbury, who will start work with the IAB Australia on 11th February, was previously Research Director at News Corp Australia. She is held in high regard across the industry and brings more than nineteen years research experience to her role including five years as Head of Research & Insights with Fairfax Media, as well as working with ninemsn and Ticketek. Gai Le Roy, CEO of IAB Australia commented: “While the IAB has been consistently leading the efforts to drive continual enhancements of our markets digital advertising measurement solutions, it’s been five years since we conducted a complete review of the market requirements. As the peak body for digital advertising, we hold a great deal of responsibility to ensure all voices are heard and that a comprehensive plan is developed to address the future requirements for both audience and cross media measurement. We look forward to working with industry on this Future of Measurement project.” IAB Australia has long been engaged with driving standards for digital measurement, holding the first measurement town hall meeting in 2007 and has endorsed an official audience currency since 2011. This currency was further updated to meet market requirements in 2013, 2015 and 2017. The most recent iteration, Digital Content Ratings delivered by Nielsen, is the most advanced, transparent and independent media audience currency available. Concurrently the IAB has developed and regularly updated industry guidelines for advertising measurement best practice. As well as overseeing the endorsed industry audience measurement currency, the IAB both locally and globally, are key bodies developing standards for ad measurement, delivery and verification. Commenting on Stanbury’s appointment Le Roy said: “I’m delighted that Natalie has agreed to join me at the IAB. Her research pedigree is exceptional and I’m confident that all in market will agree that her appointment is a real win for the ongoing development and focus of our online advertising industry.” Any enquiries about the Future of Measurement project should be directed to: research@iabaustralia.com.au /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au Matt Rowley appointed Chair of IAB Australia Board 2019-01-20T21:30:00Z matt-rowley-appointed-chair-of-iab-australia-board-1 Monday 21st January 2019: Matt Rowley, Director of Sales, Publishing at Nine, has been elected as Chair of the IAB Australia Board. He replaces Cameron King who resigned from News Corp late last year and who will be finishing his tenure as IAB Chair immediately. Rowley, who was appointed Director of Sales, Publishing at Nine in December 2018 following the merger with Fairfax Media where he was the Chief Revenue Officer at Fairfax Media. He oversees sales for all Nine’s publishing assets including nine.com.au, 9Honey, 9Now, The Sydney Morning Herald, The Age and The Australian Financial Review. Rowley has been the alternate director for Fairfax Media on the IAB Board for the last two years. Through 2018 he worked closely with IAB Australia CEO, Gai Le Roy, on the Australian Digital Ad Practices with AANA and MFA, as well as supporting the development of IAB’s new Charter which was launched late last year. Rowley commented “Now more than ever the IAB has a critical role to play in delivering on its purpose of growing sustainable and diverse investment in Australian digital advertising. I’m honoured to have the opportunity to lead the Board and look forward to working closely with my fellow Board members to support the advertising industry.” Gai Le Roy, CEO of IAB Australia said “Matt’s background and passion for developing strong media brands with robust commercial models that help sustain a rich media landscape as well as deliver on advertiser objectives makes him a wonderful choice to lead the IAB Board. I look forward to working closely with him, continuing to roll out initiatives that will highlight the strengths of digital advertising, as well as provide guidance and standards on best practice for all sides of the media and marketing ecosystem.” /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au Video and native underpin continued revenue growth for digital advertising 2018-11-27T21:00:00Z video-and-native-underpin-continued-revenue-growth-for-digital-advertising Sydney, 28th November 2018: Fueled by strong growth in both video and native/in-feed, digital advertising revenue hit $2.2 billion for the September quarter 2018, representing a 13.2% increase year-on-year. The data which was drawn from the Online Advertising Expenditure Report released today by IAB/PwC also confirmed the industry maintained stable quarter-on-quarter growth of 1.6% from the preceding June 2018 quarter. The latest report shows Search and Directories continues to represent the largest proportion of the online advertising market in Australia at 44 percent ($983.2m) for the September quarter, with General Display at 37 percent ($822.8m) and Classifieds at 19 percent ($429.7m). Distribution of revenue across General Display advertising remained steady through the quarter, with video inventory now representing 40% of display advertising at $329m – an increase of 18% year on year. Native/content/in-feed advertising increased from the last quarter and now represents 37% share of the total display advertising, while banner and standard display formats represent 21% share. According to Gai Le Roy, CEO of IAB Australia, the continued increase in video advertising reflects the rapid increase in video consumption on digital devices, with adult Australians now consuming nearly 31 hours per month on digital devices – an increase of 23% year on year. “Marketers are continuing to reinvest in digital advertising targeting people where they are spending record levels of time-consuming media. Adult Australians are now spending over 90 hours per month on their devices and this is creating new advertising opportunities that can help businesses grow,” said Le Roy. Mobile advertising made up 62% of total general display expenditure in the September 2018 quarter, an increase from 56% in the June 2018 quarter, to reach $1,078.3m. Although the top five advertiser industry category ranking list for General Display advertising expenditure did not change, there was an increase in the finance industry’s share of general display as well as FMCG, a category that continues to invest heavily in video inventory. Despite softening on the prior quarter, automotive advertising continued to lead expenditure in the General Display market for the September quarter 2018, making it the leading category for over five consecutive years. Now in its 11th year of revenue reporting for the digital industry, the IAB / PwC Online Advertising Expenditure Report is recognised as the industry standard for independent market level industry intelligence for online advertising in Australia. To achieve differentiation from existing estimates and accomplish industry-wide acceptance, key aspects of the OAER include: Obtaining data directly from companies earning online advertising expenditures Making the OAER as inclusive as possible, encompassing all forms of Internet/online advertising, including web sites, mobile and video advertising and email providers Ensuring and maintaining a confidential process, only releasing aggregate data Performing “spot checks” of data submitted by participants to increase the overall integrity of the data. The online advertising expenditure measured by the OAER is based on amounts charged to the advertiser before any reductions for agency rebates. Therefore, the amount reported is the gross commissionable advertising revenue. The full report is available for IAB Australia members on the IAB website. /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au IAB Audio Council releases Audio Creative Best Practice Showcase 2018-11-04T21:00:00Z iab-audio-council-releases-audio-creative-best-practice-showcase Sydney, Australia - 5th November 2018: IAB Australia’s Audio Council has released an Audio Creative Best Practice Showcase for marketers and advertisers, partnering with insurance brand Choosi, to bring their recommendations to life. Launched last week at IAB Australia MeasureUp, the Showcase and audio examples are available online. According to Ralph van Dijk, Founding Creative Director of Eardrum and member of the IAB Audio Council, a brand’s audio identity should be designed to be as meaningful and coherent as its visual identity and marketers need to be aware that there is no one-size-fits all approach to audio. “Each audio platform is consumed in a different way and has its own nuances which need to be considered. Just as you wouldn’t put a long copy print ad on a billboard, you shouldn’t simply put your radio ad in a podcast, for example. The creative message needs to be tailored to suit each medium to ensure relevancy,” said van Dijk. Simon Hovell, CMO of Greenstone Financial (and Choosi) commented: “With this suite of creative assets, we’re now able to look at the opportunity that radio and other audio platforms present with greater confidence.” Gai Le Roy, CEO of IAB Australia, said: “If advertisers make the effort to develop creative which maximises the advantages of the different audiences and ad products on offer, they will be assured they are getting the best ROI on their audio campaigns.” Richard Palmer, co-chair of the IAB Audio Council and Director of Market Development (APAC) at Triton Digital said, “This showcase is an excellent example of the collaborative nature of the work undertaken by the Audio Council. Our members are drawn from all sides of the audio industry from radio to podcast, CRA to tech vendors and this combined expertise has enabled us to deliver a valuable resource for marketers.” The Audio Showcase outlines the process that brands should consider to adapt the same message for nine different audio platforms, starting with the need to establish a consistent brand voice which matches the essence of the brand and develop an audio sonic logo which incorporates music, voice or sound effects. The platforms in the Showcase includes: Spotify - Targeted audio ads. Because Spotify listeners are often curating the content themselves, they have higher levels of engagement. But because they have a sense of ownership to what they’re listening to, advertisers need to work harder to avoid being seen as an unwelcome interruption. This is achieved by making the message more relaxed, conversational and relevant to the playlist and the daypart. Spotify - Active Ads. Noting that Spotify allows advertisers to accompany their audio with video and display ad formats, the Showcase recommends encouraging the audience to “click the banner” or “watch the video” in the call to action to continue the conversation. iHeartRadio - ShakeMe. With some digital audio platforms like iHeartRadio, ShakeMe technology is available, which means when a listener shakes their mobile, an interaction such as making a call or opening a website is triggered. This allows listeners to respond to an ad immediately and simply making it ideal for direct response messages. Podcasts - Host Read Pre-roll. Much like a live read on radio, a host-read message at the start of a podcast needs to be in-keeping with the host’s regular style and ideally made relevant to the podcast subject matter. Sponsored Podcast. Noting that podcasts are the perfect medium for special interest subjects and niche audiences, the Showcase notes that any link to its product or service will need to be very subtle. Radio - Commercials. Radio listening is usually habitual, with audiences tuning into the same station at the same time of day and in the same place. If you tailor your message to match the daypart it is broadcast, you will increase cut through and relevance. Digital Home Assistants. Smart speakers are making it easier for consumers to navigate and search online using their voice, but the Showcase explains this makes it harder for brands to have the same presence they had when appearing in sponsored search results on a screen. The Showcase recommends that advertisers should consider creating useful apps and skills that are relevant to their category which will benefit their customers, such as guestimate voice app allowing customers to obtain a ballpark quote without having to enter detailed information on a website. IVR Messaging. The Showcase notes that given callers spend between 10-20 minutes on hold each and every week, brands would be wise to use the time to reference its charitable activities or entertain them by playing its branded podcast, but should not try to sell to customers who are made to wait. The IAB Audio Council includes members from ABC, ARN, Commercial Radio Australia, Eardrum, Macquarie Media Limited, Nova, Omni Studio, Rubicon Project, Southern Cross Austereo, Spotify, The Trade Desk, Triton Digital and Whooshkaa. / Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers.   Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au Leading marketing analytics firm blows up the digital versus TV argument 2018-10-31T22:30:00Z leading-marketing-analytics-firm-blows-up-the-digital-versus-tv-argument 1st November: Leading marketing analytics consultancy, Analytics Partners, has described the notion that TV advertising is more effective than digital as fantasy and called on Australian marketers to apply greater rigour when reading industry driven research with extreme data points. Speaking today at IAB Australia’s annual MeasureUp conference, Paul Sinkinson of Analytics Partners said “The whole digital versus TV discussion is dangerous. It’s like asking if you want food or water. You should have both. If you pick one over another then you will destroy your ability to get full value and ROI from your campaign. “I find it very concerning reading research from self-interested parties that purport that one channel is far superior to another. They each serve a different purpose and when integrated almost inevitably deliver superior outcomes for brands according to the context in which they are placed,” said Sinkinson. Sinkinson referenced data from thousands of studies and hundreds of peer reviewed academic papers from around the world making the point that while research confirms that digital can deliver the best ROI for advertisers, it can generate an additional 50% ROI when paired with TV, showing the importance of integration. Jane Ostler, Global Head of Media at Kantar Insights Division, who also spoke at MeasureUp echoed Sinkinson’s comments noting that “the mine is bigger than yours” debate is not helping marketers. “There is too much talk about channels used by marketers on an ‘either/or’ basis when the real focus should be on how to take full advantage of synergies offered by using multiple channels,” said Ostler. “We strongly recommend that marketers look at the bigger picture about media and touchpoints and understand that integrated, customised campaigns are much more effective at influencing campaign objectives.” Ostler shared data during her presentation that showed integrated and customised campaign deliver 157% better ROI than single channel campaigns. She also noted than the primary blocker of holistic measurement and optimisation is a lack of consistency in the measurement used to evaluate across channels and platforms. For example, TV measurement is still dominated by reach and frequency while online and mobile measurement relies more on ROI. Gai Le Roy, CEO of IAB Australia commented: “It is not new news that cross channel advertising is an incredibly effective way to grow businesses, but as audiences continue to increase their amount of time with a range of digital channels marketers are looking for guidance on how to ensure their advertising both reaches the right audience and has an impact. With digital advertising investment increasing to represent over half of the total ad market in Australia, now worth $8.5B per year, accurately measuring its impact is more important than ever.” IAB MeasureUp is the only measurement focused conference in Australia, designed to help shape digital and cross-media measurement in the Australian market for the next 12 months. It features both local and international speakers who discuss the ways of measuring both the opportunities available for advertisers and the impact of their investments. Key topics covered in MeasureUp 2018 include: How media consumption changes are shaping total audience measurement How marketers can connect with CTV audiences Rejecting Extremes - Measurement to help grow your brand and your marketing budget Innovation in ad effectiveness research How to make the most of streaming audio & podcasting Using tech & collaboration to solve measurement issues Measuring what Matters – the why & not the what of digital measurement Making the most of search in your digital ad mix Metrics That Drive Business Growth Planning for attention: how to increase the effectiveness of your ad spend The Role of Industry Currency Data in the Future of Measurement Findings and discussions from MeasureUp will feed into IAB Australia’s 2019 Future of Measurement initiative, which will include a thorough market review of what digital content and ad measurement will be needed in market to accurately report and measure digital advertising activity. / Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia. The IAB Industry Charter, which was announced in October 2018, details the organisation’s focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au Gai Le Roy appointed CEO of IAB Australia 2018-10-14T21:00:00Z gai-le-roy-appointed-ceo-of-iab-australia-1 15th October 2018: IAB Australia today announced that it has appointed Gai Le Roy as CEO. The appointment follows a four-month executive recruitment process, during which Le Roy was interim CEO. Le Roy, who has more than 20 years’ experience working in the media industry across strategy, analyst, research and data roles, has held the role of Director of Research for IAB Australia for the last two years. Previously she was Chief Operating Officer with Gateway Research and General Manager of Audience Insights and Research for Fairfax Media. IAB Australia Chair, Cameron King commented: “Gai’s track record is exemplary and her commitment to our industry is absolute. Her depth of experience and understanding of the issues that relate to digital advertising and measurement will enable her to lead the IAB towards its goal of supporting sustainable and diverse investment in digital advertising across all platforms in Australia.” Mr King added: “The Board undertook a thorough executive search process with Talent Capital’s Chris Davy, to identify the right candidate for this critical role in leading the digital advertising industry. We are delighted, as many in the industry will be, that Gai will continue her contribution to growing the industry.” As part of the announcement, Le Roy has unveiled a new IAB Industry Charter which will see the organisation focus on helping marketers and agencies understand how digital advertising can deliver on their business objectives. Foundation elements of the IAB Industry Charter include a renewed focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers and publishers. Beyond the IAB’s continued focus on content and ad measurement, the Charter outlines four additional areas of activity: digital ad effectiveness, data and data privacy; standards and guidelines; and improving the digital value chain. The IAB has recently broadened its member base and experienced strong growth through 2018 with an increasing number of brands joining and taking active roles in its Councils, including Suncorp, Woolworths, ANZ, ING and AMEX. IAB also recently announced that Seven West Media has joined the IAB Board. In August, the IAB launched the Australian Digital Advertising Practices in collaboration with AANA and MFA. /Ends EDITORS NOTE Gai has updated her corporate photo – see attached. Please use this image and update your editorial photo libraries to remove any old images. Many thanks. About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ digital advertising as part of their marketing strategy, to better target and engage their customers and build their brands. IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice. For further information about IAB Australia please contact: Gai Le Roy CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au Marketers continue to reinvest strongly in digital advertising 2018-08-29T21:00:00Z marketers-continue-to-reinvest-strongly-in-digital-advertising-1 Australian marketers support for digital advertising has continued to strengthen, with the latest data from PwC showing that overall digital advertising revenues have increased 11% year on year, while video has increased 45% year on year. The research has been supported by key marketers including Westpac, who have affirmed their support for digital advertising describing video advertising as both accountable and effective. Total digital advertising for the financial year ending June 2018 reached $8.5bn, an increase of 11 percent year on year according to the latest IAB / PwC Online Advertising Expenditure Report. The report highlighted a continued shift in advertising spend from the desktop to mobile devices, with mobile revenue growing 39% year on year. This shift is in line with recent data from Nielsen[i] that reported that in July 2018 more than 1 million more Australians consumed content online via their smartphone compared with one year earlier. The Report also notes that while Classifieds has continued its steady and stable growth to reach $1.6bn, the general display advertising category is now worth $3.1bn, of which $1.3bn was attributed to video advertising. This strong growth in video expenditure from 33% to 41% of all display advertising has been attributed to marketers investing more brand dollars into rich media as they pursue consumers who have increased the total time they spend watching video on digital devices by 14% from 2017 to 2018[ii]. According to Toby Dewar, Head of Media, Digital and Social, Westpac, the role of storytelling through video plays a key role in building the brands across the Westpac Portfolio. “Over the last 12 months we have seen a marked increase in the role for video across our product plans, enabling us to now reach a number of audiences at scale, and on their terms. This ability to leverage brand safe environments, connected to our own Westpac data provides a highly accountable and effective platform to drive consideration and customer growth across our media plans,” said Dewar. Gai Le Roy, Interim CEO of IAB Australia noted that marketer’s use of digital advertising tightly reflects the consumer migration to digital across smart phones, CTV, desktop and tablets. “Marketers are open about their thorough and continued assessment of their digital advertising programs to ensure effectiveness and ROI, so it’s very pleasing to see them reinvest their marketing budgets in digital advertising across a broad range of platforms and channels,” said Le Roy. Additional data points: General Display advertising showed the strongest growth, increasing 15.2% in the twelve months ended 30 June 2018, whilst growth for Classifieds and Search and Directories slowed compared to prior year with 12.1% and 7.2% annual growth respectively. Growth in General Display and Classified advertising took share from Search and Directories, resulting in General Display making up 37.1% of total advertising, while Classifieds made up 18.7% and Search 44.2% According to the Report, the Australian market is maturing and diversifying with marketers across a broader range of verticals now embracing digital video. According to the report, the top three categories for expenditure on digital video in 2017 represented 45% of spend, whereas in 2018, the top three now represent just 31%. Now in its 11th year of revenue reporting for the digital industry, the IAB / PwC Online Advertising Expenditure Report is recognised as the industry standard for independent market level industry intelligence in Australia. The full report is available for IAB Australia members. /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia and was incorporated in July 2010. Its Charter is to grow sustainable and diverse investment across all platforms in digital advertising across Australia, by helping marketers and advertisers understand how digital advertising delivers on their business objectives. IAB Australia leverages the skills, experience and commitment of its members to develop solutions, standards and guidelines that drive trust and transparency; reduce friction associated with the digital ad supply chain’ and improve the ad experience for consumers, advertising and publishers. For further information about IAB Australia please contact: Gai Le Roy Acting CEO - IAB Australia T: 0408 431 455 E: gai@iabaustralia.com.au Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au [i] Nielsen Digital Panel July 2018 [ii] Nielsen Digital Panel July 2018 General Display advertising steals back marketer’s hearts in Q1 2018 2018-05-30T21:30:00Z general-display-advertising-steals-back-marketers-hearts-in-q1-2018 Sydney, 31 May, 2018 - Digital advertising revenue reached $2.1 billion for the first quarter of 2018, driven by significant growth in both video and mobile advertising according to the Online Advertising Expenditure Report released today by IAB/PwC. The report also highlights a shift in advertising spend with marketers favouring General Display advertising over both Classifieds and Search and Directories. While the overall digital advertising revenue increased 13 percent year on year, General Display advertising recorded 20.3 percent growth in the same period. Classifieds increased 11.2 percent year and Search recorded 8.8 percent year on year growth. Both video and mobile advertising were up (38 percent and 39 percent respectively) each in Q1 2018 versus Q1 2017, with video reaching $320 million for the quarter, representing 42 percent of the total General Display advertising category. Total revenues for Q1 were down 3.5 percent versus the December 2017 reflecting a standard seasonal trend where the March quarter tends to be softer following the Christmas period. “Our market is chameleon-like, mirroring the significant shifts in consumer behavior towards mobile and video, so it’s little surprise to see an increased investment in these formats ,” said Gai Le Roy, IAB Director of Research. “While it’s likely we will see a continued softening in some of the more established digital ad revenue streams, we fully expect mobile and video advertising continue to surge as marketers explore and challenge the possibilities of digital to build trust and reputation for their brands.” Now in its 11th year of revenue reporting for the digital industry, the IAB / PwC Online Advertising Expenditure Report is recognized as the industry standard for independent market level industry intelligence in Australia. The latest IAB / PwC OAER also provides data comparing international markets from a variety of IAB global reports on the distribution of dollars across digital revenue streams[i]. The data shows that the Australian market more closely resembles the UK than either the US or NZ markets, with Display advertising representing 36 percent and 35 percent of ad expenditure in Australia and the UK (respectively) compared to 50 percent of ad spend in the US. Similarly Australia’s share of video advertising as a proportion of total online advertising is 38 percent, in line with the UK’s 39 percent and significantly higher than both the US (29 percent) and NZ (23%). According to the Q1 report, auto advertisers continue to be the largest investors in digital display advertising at 18.3 percent share of spend, however the FMCG industry is increasing its spend and is now the largest advertiser category for Video advertising at 12.2 percent. Overall the range of industries investing in video has diversified over the last 12 months, with industries including Finance (10.8 percent) and Telecommunications (8.7 percent) increasing their Video spends. The top five spenders in video who make up a combined 47.4 percent of the total market include FMCG, Finance, Telecommunications, Retail and Automotive. The latest report shows Search and Directories continues to represent the largest proportion of the online advertising market in Australia at 45 percent ($937m) for the March quarter, with General Display at 36 percent ($767m) and Classifieds at 19 percent ($397m). Mobile advertising expenditure decreased in the March quarter to $909.1 million after record growth in the December 2017 quarter during the Christmas retail period. 56 percent of mobile advertising expenditure is attributed to Mobile Search and 44 percent to Mobile Display. Smartphones continue to attract a greater share of advertising expenditure at 90 percent compared to tablets’ 10 percent share, increasing its share from the prior December quarter (80 percent and 20 percent respectively). Independent research company, CEASA confirmed in March 2018 that digital represented 50.7% share of the total advertising market expenditure of $15.6B for calendar year 2017. The full report is available for IAB Australia members. /Ends About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited www.iabaustralia.com.au is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia's principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy. The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands. By addressing the core pillars of growth of the online advertising industry - simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice. IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB's membership benefits such as resources, events, reporting, and industry representation. For further information about IAB Australia please contact: Vijay Solanki CEO - IAB Australia T: 0409 089 620 E: Vijay.Solanki@iabaustralia.com.au Pru Quinlan/Sue Ralston Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au [i] Source: IAB Australia/PwC; IAB US/PwC; IAB UK/PwC; and IAB NZ/Staples Rodway