The PRWIRE Press Releases https:// 2019-03-11T22:00:00Z PwC Online Advertising Expenditure Report finds Australian Digital Advertising market worth $8.8B in 2018 2019-03-11T22:00:00Z 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 2019-03-03T22:30:00Z 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 2019-02-05T22:00:00Z 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 2019-01-20T22:30:00Z 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 2018-11-27T22:00:00Z 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 2018-11-04T22:00:00Z 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 2018-10-31T23:30:00Z 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 2018-10-14T22:00:00Z 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 2018-08-29T22:00:00Z 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 2018-05-30T22:30:00Z 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 Cameron King becomes IAB Australia Chair of Board 2018-05-23T22:00:00Z cameron-king-becomes-iab-australia-chair-of-board Sydney, 24 May 2018: IAB Australia today announced that Cameron King, Managing Director of Digital Revenue at News Corp Australia will Chair its Board effective immediately. King will serve as Chair until News Corp’s Board Chair tenure ends in September 2018. He replaces outgoing Chair Nicole Sheffield, who announced her resignation from News Corp Australia in February this year. Libby Minogue, Executive General Manager, Media and Content REA Group, has also been appointed to the newly created role of Deputy Chair. The position of Deputy Chair has been introduced to add additional depth to the Board and to help manage increased IAB Council activity and output. King commented “I’m looking forward to continuing Nicole’s work in driving forward a number of important initiatives that impact IAB members, including measurement, standards and transparency, and working with Libby and the rest of the talented and supportive IAB Board.” A prominent figure in the digital industry, King is well-regarded for his leadership and passion for digital media. Since joining News Corp Australia in 2008, he has worked in senior commercial positions until most recently being appointed Managing Director, Digital Revenue in September 2017. He will work closely with Minogue, as Deputy Chair and CEO Vijay Solanki to continue to champion and evolve online advertising. Minogue brings more than twenty years’ experience in the media and entertainment sector in Australia and the USA. Prior to joining the REA Group, she was National Director of Integration and Content Partnerships at MCN. /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: Pru Quinlan/Sue Ralston Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au/sue@einsteinz.com.au IAB launches Ad Tech Purchase Guidelines to help Marketers and Publishers Maximise Investment 2018-02-28T22:30:00Z iab-launches-ad-tech-purchase-guidelines-to-help-marketers-and-publishers-maximise-investment SYDNEY, 1 March 2018: IAB Australia has launched new Advertising Technology Purchase Guidelines to help purchasers of advertising technology maximise their investment in five core pieces of technology critical to effective advertising. The Advertising Technology Purchase Guidelines, developed by the IAB Executive Technology Council, examine supply side platforms; data management platforms, demand side platforms, verification tools and ad servers; providing simplified top considerations against each area. It aims to empower purchasers of technology by providing them with the key information about each key area of technology and equipping them with questions designed to hold sellers to a high standard of account. Kamani Krishnan, IAB’s Regulatory Affairs Director who coordinated the project said, “Our aim is to simplify the ‘unknowns’ when it comes to digital advertising technology, so marketers and publishers can feel confident they understand the core purpose and function of each piece of technology through simplified structure and language.” She continued, “If we raise the level of understanding amongst purchasers of ad technology, we can drive better decision making, achieve greater return on investment and improve transparency within the ad tech supply chain.” The Guidelines include granular information on what to look for when purchasing technology – for example, within the viewability portion of the Ad Verification Technology section there are six considerations that cover things like exposure time, accreditation for mobile in-app viewability, reporting via MRC as well as some customised viewability-metrics. The Guidelines also includes real world examples of how ad technology is used by Lenovo and Carsales.com.au. “IAB Australia’s Advertising Technology Purchase Guidelines is a must-read for any decision-maker before they invest in ad technology,” said Danielle Uskovic, Head of Digital Lenovo, APAC. Marketers are increasingly tasked with ad tech procurement and it is imperative to be armed with enough knowledge to ask the questions needed to make the right decision.” Vijay Solanki, CEO of IAB Australia added “By educating the market, we can drive and improve transparency and weed out the minority of poor vendors that remain. We urge all executives in the digital, marketing and media industries to read, digest and use this work in their discussions with technology vendors. The Guidelines are part of IAB’s mission to drive a common language, to increase knowledge and improve trust across the industry.” The Guideline can be downloaded here. It is the latest in a series of publications designed to improve digital literacy and understanding released by IAB Australia. In the last six months it has launched the Digital Advertising Effectiveness Playbook, the Native Playbook, the Programmatic Playbook, and the Video, Audio, Mobile and Advertising Effectiveness Glossaries. The IAB have also released a quiz to accompany the Guideline to test marketers knowledge about purchasing advertising technology. /Ends- ABOUT THE INTERACTIVE ADVERTISING BUREAU The Interactive Advertising Bureau (IAB) Limited 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 visit: www.iabaustralia.com.au For further information please contact: Pru Quinlan or Sue Ralston Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au | sue@einsteinz.com.au Two thirds of Australian media agencies regularly buying streaming audio while only 13 per cent are preparing voice strategies 2018-02-21T22:00:00Z two-thirds-of-australian-media-agencies-regularly-buying-streaming-audio-while-only-13-per-cent-are-preparing-voice-strategies SYDNEY, 22nd February 2018: The second wave of IAB Australia’s Audio Advertising State of the Nation research has been published today, providing further insight on how the media buying community is using audio advertising across all platforms. The research reveals that the number of media agencies using podcast advertising regularly has nearly tripled in the last year (from five percent in December 2016 to 14 percent in December 2017). A further seven in ten agencies are either experimenting with it or looking to experiment with it this year. The emergence of new audio advertising options is invigorating the whole audio market with media buyers increasing their usage of all forms; broadcast, digital, streaming and podcasts over the last twelve months. In addition, three quarters of agencies are now planning their broadcast radio and streaming audio advertising activity side by side. Vijay Solanki, CEO of IAB Australia, noted “With 13.6 million[i] Australians streaming audio content on their digital device in December 2017, it follows that the buying community is continuing to increase investment in streaming ad opportunities. With the explosion of podcasting at both a content & consumer levels, I expect to see more brands stepping in but the opportunity is in brand integration and not spots and dots. It’s also good to see integration of audio happening as agencies have been asking for that for over a year.” In the USA, podcasting ad revenues are expected to reach over $220 million[ii] in 2017, an 85 percent increase from 2016. This growth trajectory is expected to follow in the Australian market with the research revealing that agencies are looking to trial different forms of podcasting advertising in 2018; with many looking at integrated native options and bespoke podcasts for brands. Steve Brown, Head of Digital Innovation and Operations at Southern Cross Austereo, noted, “The research supports the activity we are seeing here at SCA with clients embracing our online, streaming, podcasting and digital radio audiences, in-line with increasing appetite for broadcast inventory. It is very pleasing to see that audio in all its forms is continuing to grow strongly in buyer interest, audience and revenue when other mediums are under pressure!” However, although agencies are embracing streaming and podcasting, they are less certain about their plans to help clients with voice marketing in 2018. Only 13 percent of agencies are currently working on voice strategies and over half are unsure of their plans for voice marketing in 2018. Gai Le Roy, Director of Research of IAB Australia, stressed “Consumer usage of voice-assisted technology and devices will take off in 2018 and while marketers are reviewing their opportunities in this space carefully, media agencies need to quickly assess their role and approach to voice marketing on behalf of their clients. Expect to see measurement improve as new guidelines from IAB US come into play in the next 12 months.” The research was co-ordinated by the IAB Audio Council with representatives of broadcasters, streaming services, creative agencies and tech companies. It was conducted by independent research company Hoop Group and canvassed information on the experiences and opinions of over 150 media agency executives and marketers. The research is available for IAB members and can be downloaded here. The IAB Audio Council consists of member from: ABC, ARN, Commercial Radio Australia, Eardrum, Macquarie Media, Nova Entertainment, Omny, Southern Cross Austereo, Spotify, The Trade Desk and Triton. / Ends [i] Nielsen Digital Ratings Monthly Dec 2016 [ii] IAB Podcast Advertising Revenue Study 2017 About the Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) Limited 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 visit: www.iabaustralia.com.au For further information please contact: Pru Quinlan or Sue Ralston Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au | sue@einsteinz.com.au IAB Australia tackles ad fraud head-on with roll out of ads.txt 2017-10-31T22:00:00Z iab-australia-tackles-ad-fraud-head-on-with-roll-out-of-ads-txt SYDNEY, 1 November 2017: IAB Australia today announces that it has been working with major Australian publishers, agencies and tech vendors to implement ads.txt, a global IAB initiative designed to eliminate counterfeit inventory in the programmatic advertising ecosystem. It also urges the entire Australian digital advertising industry to adopt ads.txt in order to increase trust and transparency in programmatic advertising. Ads.txt (which stands for Authorised Digital Sellers) is a simple, flexible and secure method developed by IAB Tech Labs in New York that publishers and authorised partners can use to publicly declare the companies they have sanctioned to sell their digital inventory. Once adopted at scale, buyers can use ads.txt files to shift media spend to authorised supply paths. “We’ve been encouraged by the response so far to ads.txt but we need the entire digital ecosystem to get on board in order to drive wholesale changes and to ensure the full potential of ads.txt is realised,” said IAB Australia CEO Vijay Solanki. “I’m calling upon all Australian publishers to adopt ads.txt to help stamp out ad fraud and give buyers the confidence that the inventory they are buying is legitimate. We need to act collaboratively in order to continue to drive progress in our industry and help provide a safe programmatic environment for Australian brands.” Jonas Jaanimagi, IAB Australia executive consultant and recognised ad tech expert has been working with publishers, agencies and programmatic exchanges to support the implementation of ads.txt. To date, over two hundred Australian publishers have adopted and are supporting the technology, including The Guardian Australia, News Corp Australia, Fairfax Media and Mamamia. IAB Australia would like to see this figure increase to over 1,000 to achieve critical mass. Tony Bell, national sales director at The Guardian Australia, noted that The Guardian has adopted the ads.txt protocol globally. “We support all moves to clean up the digital ecosystem and improve transparency of the programmatic supply chain. Ads.txt verified vendors provide buyers with a guarantee that inventory is genuine, and will help eliminate fraud practices in the industry." Publishers simply post the "/ads.txt" file on their root domain and any subdomains as needed. This enables programmatic buyers to crawl the web for publisher ads.txt files in order to create a list of authorised sellers for each participating publisher. “Mass adoption of ads.txt will benefit the entire digital advertising eco system,” noted Jonas Jaanimagi. “Sellers will be protected from spoofing and buyers can buy programmatically with greater confidence from domains with this simple solution in place. The wide-scale adoption of ads.txt will give major brands peace of mind that their marketing messages will only appear on verified domains, significantly improving brand safety and eliminating any risk of ad fraud.” Sarah Melrose, Programmatic Director at Ikon Communications believes it is a win-win situation for the industry, “As a buyer, decreasing fraud is a number one priority. Ads.txt automatically gives me increased security in programmatic that hasn’t been possible before. It’s a win-win for us all. It allows buyers to ensure that we buy the correct inventory and also ensures the revenue intended for publishers actually reaches them, not fraudsters. In the next 3 months our focus will be on buying inventory from publishers that have ads.txt in place to safeguard our clients against fraud." IAB Australia urges Australian publishers to adopt ads.txt and is committed to supporting the simple process. Ads.txt is a key global priority for the IAB and its development will be discussed at this week’s IAB Global Summit in New York. IAB Australia will also be working with IAB Tech Labs in New York to roll-out a workable update for non-web environments (e.g., mobile apps). Tim Whitfield, director, technical operations at GroupM is an advocate of ads.txt, "GroupM is an advocate of any technology enhancement that improves transparency in the marketplaceAds.txt is one of the key initiatives that help push the industry forward towards a safer environment for all players. The good work that governing bodies, like the IAB, do is key to continuously disrupting, evolving and advancing. We are fully supportive of ads.txt." More information and support on ads.txt can be found at https://www.iabaustralia.com.au/ads-txt-info or by contacting Jonas Jaanimagi at Jonas@iabaustralia.com.au /Ends ABOUT THE INTERACTIVE ADVERTISING BUREAU The Interactive Advertising Bureau (IAB) Limited 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 visit: www.iabaustralia.com.au For further information please contact: Pru Quinlan or Sue Ralston Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au | sue@einsteinz.com.au IAB Publishes Two New Playbooks to Drive Digital Effectiveness 2017-10-24T22:00:00Z iab-publishes-two-new-playbooks-to-drive-digital-effectiveness-1 SYDNEY, 25 October 2017: IAB Australia today launches The Native Playbook and The Programmatic Playbook, both designed to drive best practice, encourage commonality of language and help educate marketers on rapidly evolving digital disciplines. “Native Content has come of age and has proven its value in building strong relationships between brands and publishers' audiences,” said Susie Bayes, Brand Partnerships Director at Guardian Australia and one of the authors of the Native Playbook. “It's the right time for IAB Australia to lead the way, showcasing best practice, providing consistent and simplified definitions and inspiring marketers to see its value as part of their marketing and communications strategy.” The Native Playbook encompasses native content and native advertising, and includes examples of 12 leading native content executions, including examples from News.com.au/Tourism Tasmania, BuzzFeed/Samsung, Business Insider Australia/Commonwealth Bank and Pedestrian/Telstra. The Programmatic Playbook is designed to provide clarity, understanding and guidance for both buy and sell side audiences. It is an updated version of the IAB Australia’s 2015 inaugural Programmatic Playbook “The refreshed Programmatic Playbook seeks to provide clarity and simplify an often-misunderstood topic,” said Jonas Jaanimagi, Executive Consultant to IAB Australia and recognised ad tech expert. “The automation of digital media buying continues to evolve at a rapid pace and will always experience dynamic change. It is therefore imperative that both buy and sell side industry players keep up to speed with the key developments and related best practices.” Dylan McBride, Commercial Director of AppNexus and one of the authors of the Programmatic Playbook, added, “The Programmatic Playbook also serves as a foundation for regular updates on key topics and themes. IAB Australia’s ‘The Automation Series’ will build upon the knowledge and information of the Playbook to provide in depth informant on specific programmatic topics and themes. The first two in the series will cover Header Bidding and Artificial Intelligence.” The new Playbooks are the latest in a series of initiatives by IAB Australia designed to improve digital literacy and understanding. In the last two quarters, it has launched the world’s first Daily Content Ratings with Nielsen; launched the Video, Audio, Mobile and Advertising Effectiveness Glossaries and held its inaugural and sold out measurement conference MeasureUp 2017. According to IAB CEO Vijay Solanki, the two new Playbooks are the result of a renewed focus on collaboration across the IAB membership community. “The IAB Australia Councils and Taskforces are doing a tremendous job at leveraging their combined expertise to produce best in market industry guidance and digital resources,” said Solanki. “We are delivering on our refreshed mandate to simplify and inspire digital for Australian marketers and have a strong pipeline of initiatives in play to take us into 2018.” The Native Playbook is the first of its kind and is compiled by IAB members from Allure Media, American Express, BuzzFeed, Fairfax Media, The Guardian, News Corp, OMD, Outbrain, Publicis Media and Yahoo!7. The Programmatic Playbook is a significantly updated version of its 2015 inaugural Playbook. It was compiled by Jonas Jaanimagi, Executive Consultant to IAB Australia and IAB members from AdRoll, AppNexus, Bench, Exponential and Publicis Media. The Native Playbook can be downloaded here. The Programmatic Playbook can be downloaded here. /Ends ABOUT THE INTERACTIVE ADVERTISING BUREAU The Interactive Advertising Bureau (IAB) Limited 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 visit: www.iabaustralia.com.au For further information please contact: Pru Quinlan or Sue Ralston Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au | sue@einsteinz.com.au