IAB
2017 was first full year smartphones overtook computers for internet time
Research has shown that Smartphone advertising grew 37.4% to account for 45% of internet ad spend
Accompanying YouGov consumer data shows that podcasts, social media stories and learning new skills are smartphone activities seeing biggest surge in popularity
Social media ad spend grew 38% - with 83% of social spend now going on phones according to the research
The IAB UK commissioned a meta-analysis report in an effort to understand the level of effectiveness of digital display advertising campaigns.
In collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), the analysis collated results from 675 individual campaigns from 2008 through 2017.
The metrics used in the analysis measured the effectiveness for four main marketing objectives - awareness, brand perception, education and sales intent across each of the campaigns. [more…]
Inskin Media has become the first ad tech company to achieve certification for the IAB UK’s Gold Standard, the initiative designed to raise standards in digital advertising and address the key issues facing the industry. [more…]
Unilever and Nestlé study reveals ROI of online ads
Year-long study involving nine consumer goods brands shows £1 on display ads drives £1.94 in sales
A year-long research project involving Unilever, Nestlé, i2c, Nielsen, Nectar and the IAB UK has revealed the degree to which online display ads drive sales of popular household brands both in-store and online.
Ads for nine brands – Nescafé, Häagen Dazs, Persil, PG Tips, Magnum, Surf, Maille, Tropicana and Aquafresh – were tested across mainstream desktop and mobile sites including The Guardian, Yahoo!, eBay, Gumtree, AutoTrader and Mail Online. [more…]
For the first time since it started measuring ad viewability, the level in the UK rose for two consecutive quarters – to hit the highest mark for 18 months – according to the latest quarterly benchmark report from ad verification company @Meetrics .
In the third quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines rose from 51% to 52% – the highest level since Q1 2016 (54%). This followed a rise from 47% to 51% in the previous quarter.
23 senior IAB Board members commit to new initiative
In an effort to raise the standards in digital advertising and address the key issues facing the industry, the IAB UK is launching the “IAB Gold Standard” initiative, comprising three primary actions that media owners can take. [more…]
The rise in popularity of people watching online video means advertisers spent more on video ads than banner ads for the first ever time, according to the latest PwC/IAB Digital Adspend study. [more…]
Mobile drives digital ad spend past £10 billion threshold
- 17.3pc rise is highest annual growth rate for 9 years
- Mobile driving almost entire growth, up 51pc
- Mobile video the fastest growing ad format, up 103pc
Driven by advertisers’ need to tap into people’s rising use of mobile to watch content, digital advertising grew at its fastest rate for 9 years, crossing the £10bn threshold for the first time.
The Internet Advertising Bureau UK is promoting a new portfolio of online ad formats as part of the industry-wide drive to improve people’s online experience and reduce ad blocking.
The IAB’s current portfolio of 33 different ad formats will reduce dramatically and will only comprise those which are (a) flexible in that they use responsive design to automatically resize to best fit whatever device they’ll be served on and (b) compliant with the LEAN principles (Light file size, Encrypted, Ad Choices-enabled and Non-invasive). [more…]
Research reveals next wave of digital sales growth in popular retail categories will be driven by older consumers -
