Interview with Brent Smart, IAG CMO

IAB CEO Vijay Solanki sat down to talk with IAG CMO Brent Smart his career and how automation and data intersect with creativity. Part 1: Brent talks about his career and the journey from being a brand-focused creative to his present role as a client...


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IAB MeasureUp 2017: Three of the most popular sessions

We have made public three of the more popular sessions from our recent MeasureUp 2017 Conference. To view the three videos just click the link in the top-left (1/3) of the video. Included are: Know when to Art and When to Science Brent Smart, CMO, IA...

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Simple small steps with big data - IAB Australia’s Digital Data Best Practice Handbook

Simple small steps with big data - IAB Australia’s Digital Data Best Practice Handbook
​ Several years ago, I was part of a small group of people working very long hours in a small flat in South London. By some minor miracle of luck and ignorance, as the founders of our newly formed digital business we made a series of very simple, una...
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Council Member of the Month: Rick Knott

Council Member of the Month: Rick Knott
Name: Rick Knott IAB Council: Mobile Advertising Council Involved in the IAB Council since: 2010 Day job + company: Regional Director, APAC at Celtra I joined the Council because: At that time no one really had a clue how to deliver effective display...
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Progression of Australian Digital Measurement

Progression of Australian Digital Measurement

So 2016 was an interesting year for digital measurement to say the least. There was some well-deserved questioning, some scrutiny that comes with an increased market share and a lot of people confusing metrics and their meaning. Australians spent 72 hours online on PCs, phones and tablets in November 2016. Regardless of whether you agree or disagree on recent criticism levelled at digital metrics, the answer is not to retreat to an earlier era but to find new solutions and add extra layers of assurance that are relevant to current consumer behaviour.

 

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Three Data Trends that will define 2017

Three Data Trends that will define 2017

2017 is here, and it’s time to try to predict what the future holds for us. Here are the trends we think will go big this year and what businesses need to watch out for:

 

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5 ways to use real-world insights and data analytics to engage with consumers visiting stores

5 ways to use real-world insights and data analytics to engage with consumers visiting stores

Consumer-centricity and one-to-one relationship building are now core concepts of modern marketing, so getting to know the consumer is vital for retail brands. But we all know this can be challenging in an offline environment. 

Fortunately, the increased use of mobile devices in store – nine in ten people now use a smartphone while shopping – combined with vast volumes of data analytics, science and marketing knowhow, has provided a wealth of in-depth consumer knowledge. 

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Mobile Creativity: From the Experts

Mobile Creativity: From the Experts
On August 3 members of the IAB Mobile Advertising Council participated in the “Latest and Greatest in Mobile Creativity” seminar at PwC.  The event was opened by Mihael Mikek, founder and CEO of Celtra , who was pleased to see so many people at the event. He said it is...Mobile Vijay 3

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How Qantas is using Finding Dory to save the Great Barrier Reef

How Qantas is using Finding Dory to save the Great Barrier Reef
Qantas is generally associated with aircraft flying at 10,000 metres, and a red kangaroo. However, throughout June and July the airline’s focus was a forgetful blue fish called Dory who lives several metres under the sea. Partnerships are nothing new to large companies and Qantas has had its fair share...
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Excellent Creative for Mobile: Case Studies

Excellent Creative for Mobile: Case Studies
IAB’s Creative Showcase attracts some of the best creative campaigns in digital advertising. As we lead up to our Latest and Greatest in Mobile Creativity event we are highlighting some of the best mobile campaign case studies of the past 18 months.   American Classics Krispy Kreme launch new American...Krispy 10.4
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A social election year, for better or worse

A social election year, for better or worse
There is doubt about how much social media actually influences participation in political campaigns and the likelihood of voting, with it being shown to have much greater influence in civic engagement and mobilization. An analysis of 36 major studies measuring the link of social media and civil and political engagement...
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Are Your Campaigns Run Like Opinion Polls?

Are Your Campaigns Run Like Opinion Polls?
Just because Australian politics seems to be driven by opinion polls, that doesn’t mean you should run your advertising the same way. As Australia puts itself through an election, Eyeota’s Trent Lloyd, says data counts – but how reliable is the data you are using? If political polls were doing...Eyeota Graphic
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Four ways data products are redefining brand interactions

Four ways data products are redefining brand interactions
Brands today collect multiple data points across consumer interactions, ranging from key promotional events and social comments to consumer whereabouts and inquiries. One of the key challenges faced by brands and enterprises is to fuse these multiple data streams in real-time and act on them. Overcoming this challenge would redefine...
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Ad Ops targets Melbourne

Ad Ops targets Melbourne

The first ever Melbourne based Digital Ad Ops Conference was held at the REA Headquarters on 2 May 2016. The conference is committed to developing and growing professionals working in Ad Operations. The event covered a range of relevant topics including Global Digital Trends, Ad Technology, Mobile, Programmatic, Viewability, Ad Fraud, HTML5 and Career Progression. There was definitely no shortage of expertise with a wide range of speakers from a number of platforms and publishers.

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Location Intelligence: The Next Frontier

Location Intelligence: The Next Frontier
Location Intelligence Platforms are the next tech frontier (on the same scale as search or e-commerce) as mobile, wearable and Internet-of-things (IOT) technology have been prototyped, experimented with and deployed in real-world scenarios. These platforms will help to answer the following - What? When? Where? Who? - with respect to...
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Digital Ratings Monthly in a nutshell

Digital Ratings Monthly in a nutshell

In October 2014, after a rigorous process, IAB Australia appointed Nielsen as the sole and preferred supplier for the digital measurement currency that is used for the planning, buying and reporting of digital audiences in Australia – extending the existing relationship to 2018.

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Once enemies, programmatic and direct are becoming best friends

Once enemies, programmatic and direct are becoming best friends

There are many misconceptions associated with programmatic video buying. Many of these, like the assumption marketplaces drive CPMs down, arise when people fail to distinguish between the very different display and video markets.

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Ad Blocking: The Threat and the Way Forward

Ad Blocking: The Threat and the Way Forward

Programmatic Summit 2016 was a resounding success. Publishers, agencies, ad tech companies and pretty much everyone involved in programmatic came to hear about the state of the industry and thoughts on its future from leaders in the field.

Crucial to this topic was a well-attended panel titled “Addressing Industry Hot Topics: Ad Fraud, Ad Blocking and Viewability”.

 

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Leveraging Mobile Location Data for enhanced consumer understanding

Leveraging Mobile Location Data for enhanced consumer understanding
In Australia, the Quick Service Restaurant (QSR) industry will see an annual revenue growth rate of 2.4 percent in the next five years. This market, which is led by McDonald’s and Subway has an annual revenue of more than $15 billion currently and employs more than 150,000 people. The reason...
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Attribution is top of mind for ANZ marketers, reveals AdRoll’s State of the Industry report

Attribution is top of mind for ANZ marketers, reveals AdRoll’s State of the Industry report

Last week we released the latest State of the Industry report at The Programmatic Summit held at The Hilton in Sydney. The report, which was conducted by third party research company Qualtrics, surveyed 265 ANZ marketers asking their perspective on the changing dynamics of the advertising and marketing landscape.

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Debunking five myths on data and programmatic

Debunking five myths on data and programmatic

The digital landscape is inundated with ads. The sheer range of choice means agencies are being pressured to ensure they reach target audiences effectively, whilst publishers fight for audience attention. Bigger audiences do not just mean more ad impressions, they also provide the opportunity to gather more data, helping to pinpoint advertisers’ target audiences more effectively.

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With data, big is not always best

With data, big is not always best
Sometimes quality and beauty comes in small packages: diamonds, chocolates, poodles, bonsai trees, the Olsen twins. Okay, scrub the last one. But you get the idea? Quality is usually better than quantity. Yet, in advertising we seem to ignore this premise. We look at reach and frequency as the two...
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Brands and Social Media: Basic Rules to Remember

Brands and Social Media: Basic Rules to Remember

With digital marketing mainstream and social media an everyday communication tool, it can be a bit overwhelming when engaging with audiences across various social media channels, which can lead to even the most exceptional brands forgetting basics.

Below are a few tips of what not to do when using social media for your business/brand.

 

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Digital and demographics – a marriage made in heaven

Digital and demographics – a marriage made in heaven

There is little doubt that online advertising must make more of demographics. We have become so focused on behavioural, that we often forget the ‘who’ part of the equation.

Demographics have been around since the early days of direct marketing, long before the Internet erupted. Mail-outs were A-B tested, just as landing pages and online ads are today. And audiences were segmented based on geo-demographics – the scientific way of telling who you are based on where you live. If you live in a four-bedroom house in Point Piper in Sydney’s east, for example, you are probably a wealthy family. You might even be the Prime Minister.

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Marketing by (the right) numbers

Marketing by (the right) numbers

Marketing has always been about numbers. Sadly, in the past, the quest was for figures to justify headcount and the expense of media campaigns. B2C marketers with big budgets might have been able to show that increased spending produced more sales, but it is always difficult to prove that the same couldn’t have been achieved with less. Or a different approach might have produced a better return. B2B marketers, meanwhile, have often been subservient to the sales team, who claim the credit for all revenue and see the marketing team as their back-up resource, creating content and organising the occasional event.

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How to make sense of the ad tech explosion by creating a single view of the consumer

How to make sense of the ad tech explosion by creating a single view of the consumer
This year advertisers will spend AU$775 billion worldwide . Whilst the U.S., China, Japan, Germany and the U,K, lead the charge across all media this year, Australia continues to punch above its weight. In fact, right now have the highest digital ad spend per internet user - $265.45 (according to eMarketer). Across all media we’re spending $504 per person, rising to $525 by 2018 , a quarter more than the Poms. 
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Transcending competition to avoid chaos

Transcending competition to avoid chaos
More than 1800 adtech players have burst onto the digital advertising scene in recent years, each pushing their unique selling point and agenda. This is the nature of any emerging and open market, although the pace and intensity is unprecedented in our industry. It's brought with it an exciting new...
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A person's a person, no matter how small

A person's a person, no matter how small
I think every year of this millennium has been 'the year of mobile' but for me 2014 was when it became painfully apparent the Australian digital media was well out of step with our audience. For the brands I'm closest to, which thrive on being immediate and relevant to a...
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