IAB Europe Digital Brand Advertising and Measurement survey Key - - PowerPoint PPT Presentation

IAB Europe Digital Brand Advertising and Measurement survey

Key highlights

Key priorities

Cross-media measurement Brand safety and fraud key to quality advertising Viewability remains a key driver Audience data availability in programmatic trading Brand KPIs important for digital campaigns

2 1 3 4 5

Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018

Cross-media evaluation A better understanding of how online channels can work for brand advertising in combination with other media Identification of an agreed core set

• f effectiveness KPIs such as

brand awareness or purchase intent Standardised reach and frequency metrics to measure campaigns An industry-wide online measurement currency

2018 – 86%; 2017 – 89% 2018 – 83%; 2017 – 85% 2018 – 75%; 2017 – 75% 2018 – 82%; 2017 – 82% 2018 – 82%; 2017 – 82%

Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018

Cross-media measurement remains top priority

More than three quarters of the respondents state that brand safety and invalid traffic are most important to defining the quality of the ad environment.

Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018

Brand safety and ad fraud key to quality advertising

More than 80% of stakeholders want to see a move towards viewable rather than served impressions

Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018

Viewability remains a key driver

Programmatic trading is now mainstream and driving the need for real-time metrics. More than 80% of the respondents want to see industry-agreed audience data available in programmatic trading tools.

Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018

Audience data availability in programmatic trading

Brand awareness and purchase intent remain top KPIs for digital brand advertising campaigns

Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018

Brand KPIs important for digital campaigns

IAB Europe Quality Initiative

to the right people

in the right environmen t

in the right way. The right message

IAB Europe Quality Initiative

Delivery Media Environmen t

Media Product Campaign / creativity

• Reach intended target groups
• Viewability of ad impressions
• Brand safety
• Non-human-traffic
• Relevance of content
• Placing and proportion of content
• Level of professionalism of content
• User loyalty
• Credibility of content
• Ad positioning e.g. above or below the

fold

• Interactivity
• Cross-media compatibility
• Flexibility for expansion
• Size

The campaign and creative itself is a decisive factor in the success of a campaign