The PRWIRE Press Releases https:// 2020-07-08T23:00:39Z IAB Australia calls for digital industry to adopt transparency standards 2020-07-08T23:00:39Z iab-australia-calls-for-digital-industry-to-adopt-transparency-standards-3 Thursday 9th July 2020; SYDNEY: Following on from the launch of the Australian Digital Advertising Practices (ADAPs) last month, IAB Australia has issued a call to action for the digital industry to adopt the IAB Tech Lab’s transparency standards across the programmatic supply chain and commit to other related recommendations. According to Jonas Jaanimagi, IAB Australia’s Tech Lead, standards already exist which would address the transparency issues that were broached in the recent ISBA report. “The product and technical specialists in our industry have all mutually agreed protocols and standards that enable transparency through the supply chain, however the wider industry has shown minimal genuine interest in investing the engineering time and effort required for full adoption. Buyers need to be better supported, educated and made more aware of what standards and best practices are currently available for them to utilise.” “It’s time for all to recognise that the full adoption of these IAB Tech Lab standards requires more than just technical consultation, there also needs to also be an accompanying commercial and product awareness of why these standards and best practices are so critical and why they should be widely adopted and made more available to all and any programmatic buyers.” said Jaanimagi. IAB Australia has identified five clear areas that should be actioned today: Mandatory and immediate adoption of sellers.json & SupplyChain Object standards by all SSPs, DSPs and Ad Exchange vendors. Widespread industry adoption of IAB Tech Lab Taxonomies and the IAB Tech Lab Data Label to provide standardised and consistent language for vendors, agencies, and publishers to utilise in all campaign reporting. DSPs should prioritise Supply Path Optimisation and related best practices whilst also insisting upon always using separate trading seats for each of their clients to improve reporting, minimise bid duplications and improve the overall efficiency of RTB. The industry should review the inclusion and adoption, and logging, of some form of transaction ID (similar to the source.tid) within the OpenRTB protocols to enable cleaner retrospective audits. Industry-wide standardisation of essential T&C’s with ad tech vendors and the mutually agreed permissions access to data between publishers, SSPs, DSPs and agencies - to build upon the recommendations included within IAB Australia’s AdTech Buyers Guide. Amit Shetty, Senior Director of Product at IAB Tech Lab commented that “sellers.json and the SupplyChain Object when competently utilised together with ads.txt will provide buying platforms (DSPs) and intermediaries full transparency into the origins, paths, and legitimacy of ad inventory. “These standards will help to support more efficient supply path optimisation (SPO), which can help buyers prioritise spends through better informed or preferred paths - and can also assist in blocking impressions passing through intermediaries they may not be comfortable with,” added Shetty. According to Matt Rowley, CEO of Pedestrian Group and Chair of IAB Australia, the ISBA report findings showcase why it is so important for all in our ecosystem to adopt the IAB standards. “Brands who take the time to actively engage with the ADAPs and adopt the IAB recommended standards will immediately be able to track campaign impressions from end to end of the digital supply chain. Knowledge is power,” said Rowley. Industry transparency standards and the five action points will be discussed in an IAB Australia webinar on Transparency, Brand Safety and Ad Fraud on Thursday 9th July at 11am. Additional resources detailing transparency standards and best practice: Industry Tools Standards & Initiatives That Can Aid Transparency Australian Digital Advertising Practices IAB Tech Lab Standards /Ends About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, IAB Tech Lab standards (https://iabtechlab.com/standards/), standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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, agencies, digital publishers and ad tech agree on steps to improve digital advertising transparency 2020-06-16T22:42:56Z marketers-agencies-digital-publishers-and-ad-tech-agree-on-steps-to-improve-digital-advertising-transparency-1 17th June 2020, Sydney Australia: The Australian Association of National Advertisers (AANA), Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA) today released the 2020 Australian Digital Advertising Practices, outlining an agreed set of digital working practices to support advertisers to make informed decisions and build confidence and trust in the digital advertising supply chain. The Practices have been endorsed by the Boards of AANA, MFA and IAB, with the three industry bodies actively encouraging all advertisers to put them into practice and have conversations with their agencies, digital publishers and ad tech partners. Developed by a cross-industry team of advertisers, media agencies, digital publishers, ad tech and subject matter experts, the Practices offer practical everyday guidance, checklists and links to specialist sources and build upon and update the first version which was published in July 2018. They now also include market and regulatory updates, as well as additional information on consumer privacy. Designed to be read in under an hour, but to be referenced often, the Australian Digital Advertising Practices seek to educate, encourage shared responsibility and enable trust and confidence in digital advertising. They outline five guiding principles: champion the consumer experience; educate to inspire change; share ownership and responsibility; every value chain is unique; and fair value for outcomes delivered. An education and training program is being developed to help marketers understand the Australian Digital Advertising Practices and learn how to put them into practice. There will be a number of training options including e-learning, face to face and workshops that will explore the six key issues addressed in the Australian Digital Advertising Practices: digital value chain; viewability; ad fraud and rand safety; data governance; and consumer privacy. The MFA Board has also committed to ensure all their relevant agency staff undertake the Australian Digital Advertising Practices training program and complete a proof of knowledge to ensure they are across the updated best practice standards.According to John Broome, CEO of AANA, the second iteration of the Australia Digital Advertising Practices should give marketers confidence to better manage their digital campaigns.“Programmatic advertising is now an established choice within most marketers’ media mix. Yet it’s a complex and ever evolving supply chain. A cross industry approach to best practices that also includes embedding them through training and advancing capability is a powerful way to build trust, confidence and better business outcomes for all,” said Broome.Gai Le Roy, CEO of IAB Australia commented “Given the rapid pace of change the inclusion of the strong framework of agreed standards and practices for digital advertising is an important step in continuing to build trust and instilling confidence in the digital advertising value chain.”Sophie Madden, CEO of MFA, said “For agencies, the Practices are a valuable tool in guiding conversations with clients, engendering greater trust and enabling them to work better together – which in turn should lead to improved effectiveness and better outcomes for clients. As an indicator of how important we consider the Practices to be, the MFA requires all relevant media agency staff to undertake training to ensure they're across the updates.” There will be future updates to the Practices to align them with any significant changes in the market. The working group will also review any findings and recommendations that may come from the ACCC Digital Ad Tech Inquiry, which is scheduled to make its interim report in December 2020 and the final report in August 2021.The Australian Digital Advertising Practices do not solve all issues and are not mandated solutions. Rather they act as a starting point for advertisers, agencies and digital platforms to resolve how they will operate together. Digital Value Chain – key technology and data services direct and programmaticIndustry comments: Chris Graham, Head of Accountability and Sourcing at McDonald’s who was one of the first to adopt the original Practices in 2018, commented: “The Australian Digital Advertising Practices has improved McDonald’s relationships with our agency, publishers and digital platforms by creating a shared responsibility towards digital best practice. This enables us to remain at the forefront of the digital advertising landscape.”Matt Rowley, Chair of IAB Australia and CEO of Pedestrian Group said “We are delighted to see the second iteration of these very valuable Practices. They provide clear and usable guidance to help advertisers take better control of their advertising programs and their widespread adoption will help deliver fair value for all in the ecosystem.”Martin Brown, Chair of AANA and Nestle’s director of e-business, strategy and marketing commented: “We need cross industry initiatives to drive transparency throughout the digital supply chain. These collaborations will be enabled by a strong level of understanding and capability amongst marketers. That is why there is a strong focus on training for marketing teams in this iteration of the ADAPs.”Peter Horgan, Chair of MFA and CEO of OMD said: "Since their introduction, the Australian Digital Advertising Practices have been helpful in facilitating better conversations with clients about the digital ecosystem. This important update will ensure we remain at the forefront of technical, market and regulatory changes."/EndsFor more information please contact: Pru Quinlan – Einsteinz Communications for IABT: 02 8905 0995 or pru@einsteinz.com.au Gabriel McDowell – Res Publica for AANAT: +61 417 260 918 or gmcdowell@respublica.com.auSophie Madden – MFAT: 02 9282 9634 or mfa@mediafederation.org.au Australian Digital Advertising market slows across all categories 2020-05-18T22:30:00Z australian-digital-advertising-market-slows-across-all-categories Tuesday 19th May 2020: Total online advertising growth slowed in the first quarter of 2020 to deliver overall year-on-year growth of 3.8% according to the IAB Australia Online Advertising Expenditure Report (OAER). The Report compiled by PwC, found that the drop in expenditure traditionally experienced after the December holiday quarter was more pronounced this year, with the total advertising in Q1 reaching $2,286m in expenditure. The Report, which captures data until 30th March 2020, reflects the traumatic summer season of bushfires and drought, as well as the traditional post Xmas decline, but only includes a couple of weeks of data when the country was seriously impacted by COVID-19 lockdown. Gai Le Roy, CEO of IAB Australia commented: “While this report captures the zeitgeist of the tough start to the year we experienced Australia wide, it precedes the real impact of COVID-19. There is no doubt that the current quarter will be tougher for all in the industry but we are seeing shoots of hope in some sectors.” Additional findings from the IAB OAER Report from PwC All online advertising categories showed growth year on year, but general display and search & directories declined from the preceding December quarter (12% and 4% respectively. Classifieds grew 2% from the December quarter. Video advertising continued to grow, increasing to 53% share of general display advertising, an 18% growth on the same quarter last year. The skew towards programmatic advertising continued, with 43% of all advertising bought programmatically versus 38% being bought from agencies using insertion orders (IOs). The percentage of inventory bought directly from advertisers increased to 19%. Some 56%, the bulk of content publisher’s video inventory, was bought programmatically in the March quarter. For the first time, the entertainment category entered the top five industry categories, joining retail, finance, real estate and automotive, despite all recording declines against the previous quarter. The technology sector experienced the largest increase in share quarter on quarter, while the travel sector experienced the largest decline. The Report also found that in Q1, content publisher’s desktop video inventory revenue share increased slightly to 36% with an increase in people working from home, up from 34% the preceding quarter, while viewing via connected TVs was 38% and 26% viewed via mobile video advertising. Second wave of Ad Impact Research IAB is working on the second wave of its ad impact research to understand the investment intentions of advertisers and agencies for the coming months. Data to date shows that approximately 50% of advertisers who had previously pulled spending are now back in market investing, though mostly at a reduced level. The number of those who have reduced or stopped their spending all together appears to have decreased, though a significant number continue to delay investment or completely withdraw. /Ends About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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 Context is king in challenging COVID advertising landscape 2020-05-06T05:00:00Z context-is-king-in-challenging-covid-advertising-landscape 6th May 2020 – Sydney, Australia: Timeliness, connection and trust are the most significant context attributes for trusted news environments according to research testing COVID related content released today by IAB Australia and leading neuroscience research firm Neuro-Insight. The study of over 900 Australians, assessed three different types of news content – hard breaking news, COVID related updates and lifestyle content that is linked to our current COVID lockdown lives – and explored how the attributes of these could help advertising messages take on additional meaning. The study challenged the notion that advertisers need to develop new creative that directly or indirectly addresses COVID-19. It found that while it’s important that advertisers are not ‘tone deaf’, that the news environments do some of the heavy lifting for the advertising messages in allowing marketing messages to achieve a certain amount of transferred equity that speaks to messages being “timely”. This can also help with encouraging consumers to take action in relation to the message in a timely manner. The research will be presented at a free webinar hosted by the IAB tomorrow (Thursday 7th May at 11am). The full study will be available on the IAB website from Monday 11th May 2020. According to Gai Le Roy, IAB Australia CEO, with changes in third party cookies and increased privacy regulation around the world, the industry should be actively revisiting the power of context, not to the exclusion of data, but as a bonus super power “The importance and value of a thriving credible news environment is coming through loud and clear with increased audience numbers and engagement. Last month we called on marketers to stop blocking advertising on essential news sites and we are now delivering research that provides marketers with proof that ads within news environments not only connect with engaged audiences it allows them to leverage the brand assets of the media environment as well. “Transferred equity of timeliness, connection and trust would be assets many brands would be seeking. This research shows that investing in news environments is not only good for society it is a smart brand investment,” said Le Roy. The study also affirmed that increasing share of voice and having stronger associative factors with a media environment is incredibly powerful and is likely to weaken a competitors attributes. Peter Pynta, APAC CEO of Neuro-Insight commented: “The way media context influences ads is largely a subconscious process. We intuitively know it’s there, but it’s extremely difficult to articulate and measure through traditional means. Neuroscience is uniquely suited to capturing and measuring these effects through carefully designed studies which allow us to deliver a routine, objective measurement technique that can examine two crucial dimensions: the medium’s context and its influence on advertising. “We believe this research can help identify new creative opportunities for marketers that offer an optimised brand fit between advertiser and media environment unlocking increased economic benefits through the advertising investment,” said Pynta. The research was commissioned by IAB Australia following its call to marketers last month to support news environments that were investing in producing highly valued news and information. Neuro-Insight is world renowned for its neuroscience research and this study build on top of a large body of research developed over many years by Neuro-Insights. /Ends About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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 expands Board 2020-04-22T22:00:00Z iab-expands-board 23rd April 2020: IAB Australia is expanding its Board to provide greater industry representation, announcing today that the chair of its Executive Tech Council (ETC) will now be represented on the Board. Rohan Creasey, Country Manager ANZ for Rubicon Project who has been the Chair of ETC since June 2019, will be the first representative, taking up the position from April 2020. The ETC includes representatives from 22 different media and technology companies including Adobe, Amobee, Cartology, EMX Digital, Google, Impact, Integral Ad Science, Index Exchange, LinkedIn, News Corp, Pubmatic, Quantcast, Rubicon Project, SalesForce, Spotify, SpotX, SWM, The Trade Desk, Twitter, Verizon, WooliesX and Xandr. Matt Rowley, Chair of IAB Australia and CEO of Pedestrian Group commented: “As the market continues to evolve and broaden, it’s imperative for the IAB Australia Board to do so as well. I’m very proud of the diversity across our Board and the appointment of an Exec Tech Council representative will ensure we continue to have a breadth of voices and perspectives to reflect the wide range of IAB Australia members”. Rohan Creasey, Country Manager, ANZ of Rubicon Project said: “I’m honoured to have the opportunity to represent the ETC on the IAB Board and to facilitate a more efficient flow of information between the Councils and the Board. There is significant value in providing feedback directly from the front lines to the Board and in turn, the ETC will gain leadership and guidance from the Board. Together, this mutually beneficial exchange will result in significant improvements for our industry.” The IAB Board is made up of representatives from News, Pedestrian Group, REA Group, Simpsons Lawyers, The Guardian, Facebook, Seven, Google and Verizon Media. The addition of an ETC representative will bring additional technical insights to Board discussions around standards, guidelines and general industry issues. /Ends About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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 Australian direct brands redefine the retail economy 2020-04-15T03:02:18Z australian-direct-brands-redefine-the-retail-economy 15th April 2020 – Sydney, Australia: With Australian brands actively reviewing how to adapt their businesses models to address the rapidly changing market conditions, new research conducted by Pollinate for IAB Australia has recommended reviewing the strategies of direct brands, particularly around ecommerce, finding that the direct brand economy is achieving mainstream status and has much to offer traditional brands. The report, Direct Brands Australia was commissioned by IAB Australia to help the local industry understand the implications of the rise of direct brands. It follows on from ground breaking research conducted by IAB USA and UK. The direct to consumer movement for new disruptor brands has been well documented over the last few years and this local research looks at what it takes to build and retain a sustainable direct business, identifies the challenges as these business grow; and gives guidance to traditional brands now moving to data-driven and e-commerce models. The full report can be accessed on the IAB website. Direct Brands Australia, found that direct brands are doing more than just selling online directly to consumers, noting that their nimble business models, strong brand purpose, empathetic mission-based marketing, combined with classic marketing expertise across pricing, promotion, product and distribution were all contributing to the resilient direct brand landscape in Australia. The report dispelled the idea that direct brand shoppers are just millennial, with nearly two thirds of those who have purchased from a direct brand aged over 40. It also found that almost 80% of all direct brand shoppers always research before making a brand purchase for the first time (versus 66% for people who do not purchase from direct brands). According to Gai Le Roy, IAB Australia CEO, direct brands are redefining what it means to be a customer centric, data driven business. “Even though this research was conducted pre-COVID19, the findings are more important than ever for marketers,” said Le Roy. “These direct brand organisations are engaging resilient and well-rounded marketers who are hands on with the promotional components, as well as driving product, pricing and distribution strategies. While direct brands will find themselves in a learning phase as they mature, the success of sustainable direct brands offers important lessons for the wider retail and advertising industries,” said Le Roy. Direct Brands Australia noted that traditional brands should focus on four key areas to adapt to the direct brand model: understand the opportunity of direct-to-consumer including the value of using new channels and routes to market that offer 1st party data relationships; return to a clear brand purpose; position the brand as a master of a category to demonstrate authority; and employ a nimble test and learn approach to marketing and innovation in product development. By contrast direct brands need to focus on six key areas to build long term sustainability including combining branding and performance in campaigns; prioritising LTV over CAC and avoiding over reliance on WOM and advocacy. Howard Parry Husbands, CEO of Pollinate said: “Direct businesses should continue to be customer-centric and explore the opportunity in a broader media mix, but they should look to learn from the wider media industry and traditional marketing models to drive growth without losing what’s special about them.” Direct Brands Australia also noted the convergence of commerce, data and content popularised by direct brands and e-tailers is also surfacing the opportunity for direct brands to potentially disrupt traditional media companies. This could result in a few savvy, highly successful multi-disciplined direct brand companies becoming the new media gatekeepers, using their own first party user data and selling ads on their own content. Kristy Chong – Founder of Modibodi commented “We don't lock in anything further than a quarter ahead. We know that also means we pay price premiums [for media], but because we want to maintain that flexibility, and we are still testing as well. So, we are testing all these different channels and seeing how they all work together.” The IAB USA direct brand research released in February 2020 noted that while only one third of direct brands see incumbent brands as their primary competitor, an increasing number of traditional brands are adapting to the direct brand model, including Nike, P&G and L’Oréal, often both with their own existing products and with the acquisition of disrupter brands. The full report is available to members. /Ends About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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 Advertisers asked to stop blocking advertising on essential news sites 2020-04-02T22:00:00Z advertisers-asked-to-stop-blocking-advertising-on-essential-news-sites-1 Friday 3rd April 2020 – Sydney, Australia: Industry association IAB Australia has issued an urgent call to action for brands, agencies, ad verification firms, and other companies in the digital advertising supply chain to stop blocking the news. The call comes as many brand and agency teams have mistakenly updated their programmatic and all other media buying to prevent any advertising surrounded by topics including “crisis,” “COVID-19,” and “coronavirus”. IAB has also encouraged brands who may currently be reviewing their creative and messaging before relaunching their advertising campaigns to ensure they consider their policy around which environments they support when they relaunch to ensure they don’t inadvertently block premium content sites. According to Gai Le Roy, CEO of IAB Australia, news consumption has understandably changed over the last month as people seek out information and return to news websites for regular updates, yet advertisers aren’t keeping step with this demand. “Credible news and media organisations are seeing huge jumps in online traffic, but many brands are blocking advertising from appearing near content mentioning coronavirus. It’s essential that brands support news and journalism because with this content now so ubiquitous, without advertising support it will be simply unworkable and unsustainable for the production of news content.” Production of accurate helpful and accessible information by journalists working for credible news organisations need to be financially supported through advertising, yet worryingly, while news organisations are investing heavily to keep the public informed, the word “coronavirus” and “COVID” are fast accelerating up advertiser blocklists, leaving swathes of news inventory redundant of much needed ad revenue. “Brands and agencies have the ability to decide for themselves the news organisations they deem legitimate and critical to the Australian public and economy. For those brands able to advertise at the moment, having advertising messages in these trusted environments with engaged audiences is an important investment,” said Le Roy. The IAB endorsed Nielsen industry audience measurement currency, Digital Content Ratings, shows that overall time spent on digital news sites and apps is up 29% for March to date compared to the same period in February and records continue to be set daily. IAB Australia has advised advertisers to always block specific words that are 100% unsafe, but for other more common or easily misunderstood terms, they recommend using more than just lists of keywords. Instead they recommend always utilising semantic contextual targeting to ensure that you can fully understand the editorial context from the text on the page and the level of risk within or adjacent to the associated environments. Further advice includes: Be creative with the targeting attributes and utilise them in conjunction with publisher’s audience data to take advantage of the enormous levels of regularly returning highly engaged audiences on premium content sites. This will help buyers to build-out models that are much more precise, meaningful and robust. Try to understand the basics of any verification vendor methodologies, regularly review performance during these critical times and be prepared to interpret the data directly. Tereza Alexandratos, Director, Commercialisation and Delivery at The Guardian | Australia “At this troubling time, delivery of high quality and broad reaching news service is imperative. The Corona virus is one of the most important stories of the decade - advertisers must be brave enough to have their messaging appear next to the stories that Australians are reading. This approach offers the most effective advertising for brands, and for Guardian Australia, we need advertisers support more than ever to ensure our survival and continue reporting on this health crisis.” Alistair McEwan, SVP Commercial Development APAC, BBC Global News “Brands that are making lazy decisions to block or avoid news for their current advertising are not only hurting news publishers and journalism, they are missing a cast iron opportunity to really connect with audiences. Now is the time to step up and not shrink into the shadows and I encourage brands and their agencies to work closely with publishers at this time to understand and deploy sensible and appropriate solutions.” Matt Rowley, CEO of Pedestrian (and Chair of the IAB Australia Board) “Applying generic brand safety rules without fully considering whether the news organisation is legitimate and critical will cause brands more harm than good. We encourage all advertisers to take advantage of their ability to control with precision where their ads appear and to embrace the opportunity to support the ongoing production of news and journalism in these uncertain times.” Neil Robinson, Managing Director Digital Solutions, News Corp "With the crisis now the dominant news story, at News Corp Australia, we’ve been asking brands to back us not block us. It's important that brands understand that there can be no stigma attached to such far reaching essential news. Appropriate, relevant and empathetic advertising on reputable and premium news sites around Coronavirus content can be extremely powerful. In fact, such messages can be vital communication tools for brands when consumers need more information, not less, to cope through crisis" Paul Sigaloff, Managing Director, Verizon Media “As a business, Verizon Media’s editorial staff have been working around the clock creating highly engaging and informative content for the Australian public which has led to a significant uplift in our audience (up to 57%) as consumers move to trusted and transparent news sources. We understand the risks that advertisers are trying to avoid and we have brand safety measures to mitigate these risks. In saying this, it is worth noting there is a clear distinction between blocking your advertising from somewhat risky or unsuitable content, and blocking it from what has become a cultural phenomenon. COVID-19 has inserted itself into every part of the consumer’s life, and that also applies to content. For most brands, to block yourself from appearing against COVID-19, is to effectively block yourself from the consumer’s view. In that situation, your brands, the publishers and the Australian public miss the opportunity for relevant engagement.” Peter Holder, Managing Director, Daily Mail Australia “Daily Mail Australia is first and foremost a news website and, as the COVID-19 situation continues to unfold, our audience has increasingly relied on us to keep it informed on events which are changing almost by the hour. Now is not the time for incessant chat about brand safety, but it is a great opportunity for many brands to connect with very seriously engaged sets of eyeballs.” /Ends About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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 Australian Digital Advertising market hits $9.3B in 2019 2020-03-01T22:00:00Z australian-digital-advertising-market-hits-9-3b-in-2019-1 Under embargo – not for publication before Monday 2nd March 2020: The Australian online advertising market growth has slowed, but still achieved 5.6% year-on-year to reach $9.3bn expenditure for the full calendar year 2019 according to the IAB Australia Online Advertising Expenditure Report (OAER) compiled by PwC. All online advertising categories showed growth through the year, while video advertising was again the growth driver in the general display category with 19.9% growth year-on-year. For the full calendar year 2019, the General Display Advertising category maintained steady segment share and growth of 5.1% to reach $3.5bn for the year and Classifieds grew just 1.7% to reach $1.7bn spend in 2019. Search and Directories growth slowed year-on-year to 7.7% to reach $4.2bn for 2019, the category still outperformed the market overall. 47% of content publishers general display inventory was bought via media agencies using either an insertion order or another non-programmatic method for the calendar year 2019. Of the balance, 29% of general display advertising was bought programmatically with fixed CPM and 8% via guaranteed inventory (9%), while 17% of all display advertising was bought directly from advertisers. The Report also found that for calendar year 2019, content publisher’s video inventory was most regularly viewed on a desktop at 37%, while viewing via connected TVs was 35% and 28% viewed via mobile video advertising. However for the 2nd half of the year CTV overtook desktop as the leading device in terms of revenue. While automotive advertising continues to lead general display expenditure at 21.5% share, travel advertising has broken into the top five industries for general display expenditure for the first time at 7.5% share for the year. Retail increased its use of video advertising for the year to reach 10.7% share. Gai Le Roy, CEO of IAB Australia commented “It should be no surprise to people in the industry to see a slowing of digital ad growth in 2019 as the whole market has seen media investments under pressure and the growth rate under half of what the market experienced 2018. “We have seen a further shift in video inventory dominating the overall general display category and standard display formats contracting by 16%. It was encouraging to see the travel advertiser category gain share following investment and development of travel content by a number of publishers.” said Le Roy. The full report is available for IAB members. /Ends About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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 Agencies turn to podcast advertising to help build brand awareness according to IAB Audio Advertising State of the Nation Report 2020 2020-02-25T22:00:00Z agencies-turn-to-podcast-advertising-to-help-build-brand-awareness-according-to-iab-audio-advertising-state-of-the-nation-report-2020 Wednesday 26th February 2020: Advertising across digital audio platforms is maturing, with 90% of media buyers placing ads in streaming services and 75% now embracing podcasts (up from 63% in 2018) according to the IAB’s Audio Advertising State of the Nation Report released at the IAB Australia Audio Summit today. The report, which is in its fourth year, also found that brand awareness is the main driver for the audio market growth, particularly for podcast advertising with 48% of agencies using podcasts primarily for branding, an increase from 35% in 2018. Creative was identified by the Report as one of audio advertising’s greatest strengths and also its greatest challenges. The ease and speed of audio creative development has proven to be a great attraction for agencies, however only 17% of media agencies are consistently tailoring their creative to suit the different audio environments, which is vital when creative is the most important element of campaign impact. Although brand awareness is the number one objective of audio advertising, only one third of the buy-side are tracking these metrics and only 25% are tracking sales. As advertisers increase their investment more focus is being paid to the metrics that are being used to measure success. Reach, frequency and completion are the most common metrics for both streaming and podcasts, though agencies are more confident in measuring these metrics for streaming audio compared to podcasts. The Audio Advertising State of the Nation Report is a truly collaborative industry project, supported by 18 different media and tech companies, as well as industry body Commercial Radio Australia. Fieldwork was conducted by independent research company Hoop Group in December 2019 with more than 250 respondents. Gai Le Roy, CEO of IAB Australia commented: “It’s clear the market has evolved from experimentation into a more strategically driven brand building approach to digital audio advertising, reflecting the growing consumer consumption of audio formats, particularly podcasting. We take very seriously our responsibility as the industry body to invest in research that provides the industry with objective market wide data and we’ll continue to push hard to secure valuable insights for marketers and agencies alike.” Richard Palmer, co-chair of the IAB Audio Council and Director of Market Development at Triton Digital said: “The benefits of digital audio advertising are now widely understood and the market is clearly embracing the branding potential different formats offer. Over the next twelve months we anticipate the industry will come to understand the need to move from repurposing existing ads and instead look to produce creative campaigns tailored to suit the environment in which it appears.” Key headlines from the report include: Nearly two-thirds of media agencies are regularly using streaming digital audio advertising. Call to action spots are most popular format of streaming audio and have increased in usage strongly year on year Recorded radio spots are the most popular format, while usage of native audio and branded podcasts have experienced growth with potential for further growth over the next year. Advantages of data and targeting continue to drive the adoption of programmatic trading in the audio advertising space and in a challenging ad market, price has increased as an influence. Increasing brand awareness is the key objective for broadcast, streaming and podcast advertising and satisfaction with audio’s ability to meet this objective is high. The full report will be available at www.iabaustralia.com.au Themes from last year’s Audio Advertising State of the Nation research helped the IAB Audio Council to design a guide to provide marketers with information and resources to take advantage of advertising opportunities and build successful audio campaigns. The Guide which was issued last year has been widely used by agencies and publishers for training industry wide and is available here. /Ends Note for media: if you would like a copy of the report to assist you with writing a story please contact Einsteinz Communications (details below) About the Interactive Advertising Bureau As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. www.iabaustralia.com.au 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 Growth continues for online advertising underpinned by strong video trading 2019-11-27T22:00:00Z growth-continues-for-online-advertising-underpinned-by-strong-video-trading 28th November 2019: Although growth is slower than in previous years, digital has bucked the overall advertising slowdown, with the latest IAB Online Advertising Expenditure Report prepared by PwC revealing the market grew 3% quarter on quarter and 6.5% year on year to reach $2.381b for the September quarter. The report, which is recognised as the industry standard for independent market level industry intelligence in Australia, has been revamped to enable members to review market data at a glance. The three advertising categories, general display, classifieds and search & directories all recorded year on year growth, broadly maintaining their respective share of market spend. Within general display, the travel sector is now within the top three industries, almost doubling its share of spend to 8.2% of the total general display market for the quarter. Automotive remains the top spending advertising category representing 22% of display revenue for content sites. Video was the main driver within general display advertising, growing steadily through the September quarter to reach $413m and 48% of the total display spend, fueled by the retail, FMCG and Technology sectors. Connected TV is now the dominant device for video inventory expenditure, increasing to 38% from 31% for the September quarter, while desktop (34%) and mobile (28%) expenditure both slightly decreased. Programmatic trading continued to increase, with content publishers reporting that 36% of all general display advertising inventory was sold programmatically in the September quarter. By contrast, agency direct buys, via insertion order, which is the dominant buying method for general display advertising, reduced to 47% of inventory. Within video inventory, some 49% was bought programmatically versus 46% via agency buys. 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 Pru Quinlan Einsteinz Communications T: (02) 8905 0995 E: pru@einsteinz.com.au New research finds brand building impact of digital advertising has been underestimated 2019-10-28T22:00:00Z 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 2019-09-01T22:00:00Z 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 2019-06-02T21:30:00Z 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 2019-05-26T21:30:00Z 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 2019-05-22T22:30:00Z 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