iab - adtech marketplace event 050213

IAB UK 2013 & Beyond Steve Chester, Head of Data & Industry Programmes

5th February 2013

08 February 2013

Agenda

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IAB UK Overview

2013 Strategy

Programmes

Mobile

Research

Regulatory Affairs

Display Trading Council

850 members

Advertisers

Agencies Media

Owners

375 Advertisers

Advertisers represent 45% of our

membership base

Our councils and working groups

Regulatory

affairs Social Media Research

Lead

Generation

Ad-Ops B2B Video Email

Mobile Display

Trading Leadership

Education – Collaboration – Standards & Best Practice

Resolving industry issues – Self-Regulation

Behavioural

Targeting

Affiliate Search Future

Games

Council Focus/Output

Research

Training

Events

Educational Handbooks / Whitepapers

Standards/ Guidelines

http://www.specificmedia.com/

2013 Strategy – 3 priorities

DATA

DATA

“Define best practice and standards for

programmatic buying and online campaign

measurement and promote responsible use of

data”

DEVICES

“Understanding how, why and when people use

different mobile devices and how media owners

and advertisers can take advantage of this”

BRAND

“Increase brand spend online. Showcase the

opportunities offered to brand advertisers by

digital advertising formats and new devices”

Programmes

08 February 2013 iabuk.net/contact

IAB US Making Measurement Make Sense

(3MS) – What & Who?

A cross-industry collaboration that will improve

planning, buying and measurement of digital

media and facilitate cross-platform comparison

across ALL media...digital and legacy.

Facilitators: Supporters:

IAB US - Making Measurement Make Sense

(3MS) – 5 Pillar Solution

Programmes Overall 2013 Roadmap

Q1 Q2 Q3 Q4

Research

• OPM Study

• Incremental Reach project

• Games-Brand Effectiveness

• RTA Advertiser/Agency snapshot

• Incremental Reach seminar

• Search Barometer study

• Affiliates advertiser survey

• Games ROI study

Marketing &

PR

• Blogs

• Newsletter

• Search handbook-FMCG

• Blogs

• Newsletter

• Search handbook-Finance

• Blogs

• Newsletter

• Search handbook-Charity

• Video Guide/Handbook

• Blogs

• Newsletter

Events

• RTA Dinner - 22nd Jan

• OPM Seminar – 26th Feb

• Games evening – 28th Feb

• Attribution on Trial -14th Mar

• RTA Conference-4th Apr

• Video Advertiser dinner

• Search Conference – 13th

Jun

• Games Advertiser dinner

• Brand Forum – 16th Jul

• Data hackathon-1st/2nd Aug

• Data Forum – 26th Sep

• Video Advertiser dinner

• Video Conference-28th Nov

• RTA Advertiser dinner

• Desktop vs Mobile Search

debate

• Games Advertiser dinner

Training • B2B Social Media w/shop

• B2B Metrics roundtable

• Video Advertising for brands

• B2B Metrics seminar

• Video Advertising for brands

• B2B Metrics webinar

Education

• Pick and mix presentations

• RTA Advertiser w/shop–12th Feb

• OLG 101 w/shop-20th Mar

• Affiliate standards w/shop

• RTA Agency w/shop

• B2B Content whitepaper

• Games boxed vs ad funded

w/paper

• Affiliate Marketing w/shop

• RTA Advertiser w/shop

• B2B Metrics w/paper

• Advanced OLG w/shop

• OLG Brand guidelines w/paper

• OLG 101 w/shop

• RTA Agency w/shop

Standards &

Regulations

• Online Workflow Standards

• Voucher Code COC

• Social Video Guidelines

• VOD regulation

• VAST/VPAID implementation

• Measurement standards

• Open RTB standards

• SafeFrame

• Affiliate Standards

• Ethical Merchant Charter

• Ethical Publisher Charter

• Video Guidelines

• Consumer Data Initiative

Mobile


Objectives

1. Prove and remove Prove the effectiveness of mobile advertising, and remove barriers to entry

2. Inspire and integrate Inspire advertisers and agencies to make mobile mandatory, and to integrate mobile into their strategy

3. Protect and promote Protect and promote the mobile marketing industry by encouraging best practise and self regulation

Mobile Roadmap 2013

Q1 Q2 Q3 Q4

Research

•Mobile Opt study II

•Back Up Gif Report

•Industry Discrepancy Report

•Retailers on mobile audit

•IAB/PWC Adspend Study

•Agency snapshot

•Mobile Regs Study

•Big, huge, integration study

•IAB/PWC adspend study

Marketing & PR

•Measurement definitions

guidelines (US)

•Tablet creativity whitepaper

•Mobile newsletter

•The Big Mobile shopping

Handbook


•Mobile & Tablet creative

gallery


•Integration white paper


Events

•Consumer Journey event (29th

Jan)

•Measuring mobile event (5th

March)

•IAB/PWC launch (10th April)

•Mob Engage VIP dinner (2nd

May)

•Mobile Engage (16th May)

•Mobile Retail event (18th

June)

•Mobile privacy event (30th July)

•Advertising & creativity on tablet

event (3rd Sept)

•IAB/PWC launch (9th October)

•Engage (17th October)

•Integration event (30th Oct)

•Device forum (7th November)

•Mobile debate (5th Dec)

Standards &

brand safety

•MRAID 2.0

•DTSG

•Rising Stars

Mobile Regs • AdChoices consumer

campaign / support AC on

mobile

•EU-wide guidelines for

mobile advertising

•Consumer attitudes to mobile

report

•Educate policy leaders

•Support for guidelines

Training •Mob/tab Marketing Cert

•Mobile Workshop (agency)

•Advanced mobile

• Mobile workshop • Mobile Marketing Cert

Education

•Agency ambassadors

•Mobile council

•Presentations to agencies

and advertisers


•Mobile council


•Mobile council


Mobile council

Research


The digital media mix % share of revenues for the H1 2012

NB: Other includes Lead Generation, Search Affiliate, Solus E-mail, Mobile SMS/MMS

Source: : IAB / PwC Digital Adspend H1 2012

Category H1 2011 Share

Search 58%

Display 23%

Classified 17%

Online Performance Marketing

3,000 – 4,000 advertisers spending

£814 million on

websites The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC

10,000 publisher Lead Generation

14%

Affiliate Marketing

86%

Project Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Performance Marketing

Social Media Effectiveness

Incremental reach

Games Effectiveness

Digital Adspend

B2B Brand Decisions

Major Devices Study

Mobile advertising attitudes

B2B Media Owners

B2B Use of data

Ad Choices awareness

Cross device brand study (tbc)

Regulatory Affairs


Promoting transparency & control in

advertising

The IAB – in partnership with the entire EU advertising industry – is implementing an initiative to

enhance transparency and user control over targeted ads.

At its heart is a new icon in ads themselves and also on web pages. The icon links to information

on data collection / use and ways to control it.

Official icon providers – Evidon and TRUSTe – are currently delivering over 9.5bn icons per

month across EU markets.

The initiative is backed up by an independent & ‘tried and tested’ complaints handling (eg

ASA) and enforcement system.

It has strong political support from the UK Government and the European Commission.

A consumer campaign to make the public aware of the icon and what it does will begin in Q2.

We are also working the initiative to cover mobile.

New EU data protection reforms

The European Commission is proposing new rules to update and streamline data

protection law across EU markets. It announced the reforms in January 2012.

The IAB supports strong data protection law to protect consumers but believe the proposals

need to balanced in allowing for new business models / innovation.

However, the draft proposals are very prescriptive and re-draw the regulatory landscape for

the use of data in a restrictive way.

This has the potential to affect the digital advertising market significantly (as well as

innovative self-regulation), as well the UK digital economy – one of the leading digital economies

in the world.

The UK Government supports a balanced and proportionate approach. It’s recent Impact

Assessment showed that the proposals will add significant costs and burdens to

businesses.

The proposals are currently being examined by the Council (national governments) and the

European Parliament (elected MEPs).

Greater ad trading transparency

DSP

ATDs SSPs

Advertiser/

Agency

Publisher Publisher

Ad networks

Travel Retail

Retail Finance

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Ad exchange

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Marketing & Communications


Go on, brag a bit…

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Display Trading Council


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Membership 2013

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Mission and objectives

• Mission • Grow the display market by providing clarity and helping the digital

industry understand the benefits and strengths of display media

trading

• Objectives • Show the effectiveness of display trading to advertiser, agencies, and

publishers

• Demystify the display trading ecosystem so that the market can make better

use of the opportunities

• Define best practise within the display trading ecosystem

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Roadmap 2013

Q1 Q2 Q3 Q4

Research •Advertiser/Agency snapshot •B2B Media Owner study

•TBC

Marketing & PR

•Newsletter

•Blog

•Newsletter

•Blog

•Newsletter

•Blog

•Newsletter

•Blog

Events

•Attribution on trial - 14th

March

•Advertiser / Publisher dinner

– January 22nd

•RTA Conference – 4th April

•Open data hackathon – 2nd

August

•Data Forum TBC – 26th

•IAB Engage – 17th October

•Advertiser / Publisher dinner

Training •RTA Workshop (Advertiser) –

12th February

•Investigate Display

Advertising Curriculum

•RTA Workshop (Publisher) –

22nd April

•RTA Workshop (Advertiser) -

TBC

• RTA Workshop (Publisher) -

TBC

Education

•Presentations to advertisers,

agencies and publishers







Standards, Best

Practice and

Regulations

•DTSG updates

•Investigate Open RTB

standards

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Events

• Real Time Advertising Workshop

12th February 2013

A one day sessions for advertisers who want to get to grips with the ever changing display and trading ecosystem and learn how to leverage the opportunities it now offers;

DTC Participation: Quantcast; Infectious Media; Google; Yahoo!; Criteo

• Attribution on Trial

14th March 2013; IAB Offices

Speakers:

Quantcast; Google; Yahoo!; Mediamath; Infectious Media

Judging Panel:

Dr Wing Yee Lee, Head of Business Analysis, Adobe

Pete Robins, Managing Partner, Agenda 21

Kevin Clapson, UK Head of Sales, Trip Advisor

• Get with the programme: Real Time Advertising Conference

4th April 2013; The Business Design Centre, Islington

Leading advertisers, agencies, publishers and networks share best practice in RTA

Evolution of Online Display Advertising

http://www.youtube.com/watch?v=1C0n_9DOlwE




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