Why We Need to Care About Ad Visibility

Why We Need to Care About Ad Visibility

Recent advancements in digital reporting technology now allow advertisers to report and optimise digital campaigns based on visibility. Simply, ad visibility is a metric that indicates how much time on average an ad placement was visible to consumers.

Continue reading
  3876 Hits
  0 Comments
3876 Hits
0 Comments

"Black Box" practices are on their way out; Perspective from the NEW guy

"Black Box" practices are on their way out; Perspective from the NEW guy

Just because we can, doesn't mean it always is.

This is what I consistently hear as I make my way across the programmatic and non-programmatic landscape of media, advertiser and publisher. Both the user and non-user of digital planning and buying tools (in and out of video) continue to call for greater transparency.

Continue reading
  3388 Hits
  0 Comments
3388 Hits
0 Comments

Russell Easther - Australia's First Professional to Pass the Digital Media Sales Certification

Russell Easther - Australia's First Professional to Pass the Digital Media Sales Certification

We had a chat with digitalbrief's Russell Easther - the first Australian professional to pass the Digital Media Sales Certification (DMSC). Congratulations from all of us at IAB Australia. To learn more about IAB Certifications, click here.

 

Continue reading
  3628 Hits
  0 Comments
3628 Hits
0 Comments

IAB Video Council Discusses Opportunities & Challenges in Video Advertising

IAB Video Council Discusses Opportunities & Challenges in Video Advertising

We recently launched our Video Advertising Council, drawing members from organisations representing a range of offerings and products in the digital advertising industry. In keeping with the IAB's "Big Tent" principle the members include publishers, networks and agencies to ensure that all key issues and challenges faced by the industry are addressed. 

Continue reading
  10861 Hits
  0 Comments
10861 Hits
0 Comments

Article Watch May - 'Must Reads' Powered by MediaScope

Article Watch May - 'Must Reads' Powered by MediaScope

Each month Denise Shrivell from MediaScope, curates a series of must read articles and insights for the digital media community.

Continue reading
  4276 Hits
  0 Comments
4276 Hits
0 Comments

Is it Time For a Selfie?

Is it Time For a Selfie?

In New York earlier this month the American IAB announced their newly revised Quality Assurance Guidelines Program, know by the catchy title of QAG 2.0.

Despite sounding like an extra from a Star Wars sequel, QAG 2.0 is an important set of guidelines for interactive publishers, networks, exchanges, supply and demand side platforms plus agency trading desks.

Continue reading
  3519 Hits
  0 Comments
3519 Hits
0 Comments

IAB Australia CEO, Alice Manners, on Sky News Tech Report

IAB Australia CEO, Alice Manners, on Sky News Tech Report

IAB Australia's CEO Alice Manners joined Sky News for their regular segment, Tech Report, to discuss the recent IAB/PWC online advertising expenditure report. Manners notes that digital dollars continues to move towards consumer platforms that people are using, and that online advertising always reflects the market. Moving forward, Manners predicts online advertising in retail will continue to be strong.

Continue reading
  3623 Hits
  0 Comments
3623 Hits
0 Comments

Death to the Listicle

Death to the Listicle

It's a truth almost universally accepted that digital content should be short, snappy and to the point. The audience is distracted, attention spans are fleeting and no-one wants to read more than a few hundred words on a mobile phone.

Continue reading
  5061 Hits
  0 Comments
5061 Hits
0 Comments

IAB Conversations: What is Premium Display Advertising?

IAB Conversations: What is Premium Display Advertising?

From time to time, questions pop up in the interactive advertising industry that don't have easy answers. At the IAB Blog, we like to throw these out for debate and hear from as many voices with as many perspectives as possible. In the spirit of civility, we'll call them IAB Conversations. Our CEO, Alice Manners, is kicking it off with the topic of Premium Display - and we hope you'll join the conversation.

Continue reading
  5388 Hits
  0 Comments
5388 Hits
0 Comments

How to Come Back After a Career Break

How to Come Back After a Career Break

There are a lot of reasons people take a career break. Redundancy, exhaustion, building a family, fulfilling the role of carer, or to pursue a personal passion. A career break is a good and healthy thing to do. But there is always a fear about coming back. I've taken a few career breaks in my time, and I wanted to share that story.

Continue reading
  4391 Hits
  5 Comments
4391 Hits
5 Comments

4 Tips on Changing Your Agency's Culture

4 Tips on Changing Your Agency's Culture

I recently attended the Customer 360 Symposium in the Hunter Valley where I heard from the most amazing speaker. Michael Henderson was the stand out in the crowd of speakers as he was talking cultural change requirements within businesses to ensure their successful transformation in our customer centric world. As I watched the 130+ delegates nod along and sing his praises afterwards, I hit the stark reality. Michael was talking about client-side businesses, yet my brain was translating this into agency/service-side relevance.

Continue reading
  4415 Hits
  0 Comments
4415 Hits
0 Comments

IAB CONVERSATIONS: Awards Programs

IAB CONVERSATIONS: Awards Programs

Welcome to the first in a new series on the IAB Blog, IAB Conversations, where we will throw out a topic for debate and feedback. To kick it off, we're looking at the topic of Awards events.

Continue reading
  4726 Hits
  0 Comments
4726 Hits
0 Comments

Online Ad Targeting: A Biometric Perspective

Online Ad Targeting: A Biometric Perspective

I've mentioned in a previous post that I'm interested in a variety of research techniques, not least of which is biometric research. For this two-part post, I'd like to share some results from past studies I have conducted.

Continue reading
  11336 Hits
  3 Comments
11336 Hits
3 Comments

The Integrated Marketer – influencer, challenger, facilitator and student

The Integrated Marketer – influencer, challenger, facilitator and student

The Integrated Marketer is a juggler of many skills and these continue to grow every year with technology enhancements, changes in customer and consumer buying and usage behaviours and businesses striving for greater efficiencies through combining roles. In recent times the general marketer has always been in the cross hairs of the cost cutters. The Integrated Marketer is the new breed who will find themselves increasingly indispensable because they fill a number of different (and formally separate) roles and responsibilities.

Continue reading
  3826 Hits
  0 Comments
3826 Hits
0 Comments

Ankita Agarwal - Australia's First Professional to Pass the Digital Ad Operations Certification

Ankita Agarwal - Australia's First Professional to Pass the Digital Ad Operations Certification

We had a chat with IPG Mediabrand's Ankita Agarwal - the first Australian professional to pass the Digital Ad Operations Certification (DAOC). Congratulations from all of us at IAB Australia. To learn more about IAB Certifications, click here. 

Continue reading
  5928 Hits
  1 Comment
5928 Hits
1 Comment

Co-Creating With Your Customers

Co-Creating With Your Customers

Your customers are the most important people in your working life, so why not have them create your product or service offering? It might be a little rogue to let your customers pick up tools and build your next product but it shouldn't be out of the question to let them be part of the co-creation process.

Continue reading
  7679 Hits
  0 Comments
7679 Hits
0 Comments

Have we been using programmatic for the wrong reasons?

Have we been using programmatic for the wrong reasons?

TV and online video have always been divided.

While TV ads have traditionally been booked using limited demographic and viewing data (thus the focus on branding), online video has used richer behavioural and demographic data sets to more accurately target audiences and drive direct response sales.

Continue reading
  5636 Hits
  0 Comments
5636 Hits
0 Comments

5 Marketing Lessons from Eye tracking

5 Marketing Lessons from Eye tracking

The potential for eye tracking research has exploded in the last ten to fifteen years. My first eye tracker system had a control unit that was the size of a fridge and took two people to lift. My desk had to be specially reinforced, and I lived in fear of accidentally being crushed by the weight of it. Fast-forward to 2014 and eye trackers can fit in the palm of your hand. These days, eye tracking systems are so convenient to operate, easy to use and have no end to their application and ability to uncover significant insights.

Continue reading
  4820 Hits
  1 Comment
4820 Hits
1 Comment

Cream of the Crop; distinguishing the go-getters from the need-to-do-betters

Cream of the Crop; distinguishing the go-getters from the need-to-do-betters

If you're reading this, you're probably in the digital advertising industry, which means that you probably attend a lot of events: we're nothing if not a social bunch. In the nearly ten months that I've been with IAB Australia, I've noticed that people tend to ask me the same question at these events: Why is there a lack of skilled digital professionals?

Continue reading
  4330 Hits
  0 Comments
4330 Hits
0 Comments

Big Data: Stop, Collaborate and Listen

Big Data: Stop, Collaborate and Listen

Data analytics is a rapidly exploding field within Australian businesses, with different organisations and industries across the country at different stages of maturity. ADMA estimate that around 30% of Australian businesses are currently at some point on the big data continuum between data discovery and data commercialisation.

Continue reading
  3960 Hits
  1 Comment
3960 Hits
1 Comment

Whither Foursquare?

Whither Foursquare?
If a dog-year is equivalent to 7 human years then for an internet start-up 12 months can equate to a lifetime. With that in mind Foursquare, which was launched way back in 2009, is positively ancient and had recently been seeming appropriately fragile: whilst it was valued at $600 million...
Continue reading
  4897 Hits
  0 Comments
4897 Hits
0 Comments

Making Metrics Matter; the Do's & Don'ts of Digital Metrics

Making Metrics Matter; the Do's & Don'ts of Digital Metrics

One of the things I love about working in digital media is the accountability of the metrics. If you can do it, you can measure it, but should you? Finding the metrics that matter for your business, and getting people inside and outside to understand what you track and why it matters, are just as important as what those numbers look like.

Continue reading
  4206 Hits
  0 Comments
4206 Hits
0 Comments

The Tenets of Online Advertising

The Tenets of Online Advertising
Are online's "new" targeting options better than traditional media's? Digital marketing has some very passionate advocates. For some people this zealotry can approach religious levels. If there are three tenet's of belief for these people about online advertising they seem to be: Digital advertising has better targeting than all other...
Continue reading
  3954 Hits
  1 Comment
3954 Hits
1 Comment

Audience First: Going beyond the “Wow” factor

Audience First: Going beyond the “Wow” factor

There are so many places where Australians excel in the digital advertising landscape. The 2014 Digital Skills Survey ranked Australians as the most motivated to learn more about digital marketing worldwide. When it comes to new technologies there is always that initial "wow" factor. What's really exciting, however, is when campaigns go beyond the "wow" and create relevance around a new technology for target audiences.

Continue reading
  3735 Hits
  0 Comments
3735 Hits
0 Comments

When making the social jump: think before you leap.

When making the social jump: think before you leap.
Call me old fashioned, but I am a strong believer in planning before making a jump into a new campaign or channel. With the fast pace of digital marketing, particularly in the social arena, it's all too easy to leap into a new marketing initiative before you've had a chance...
Continue reading
  3856 Hits
  2 Comments
3856 Hits
2 Comments

The Importance of Media Attribution Modelling

The Importance of Media Attribution Modelling

As marketers explore cross-channel marketing campaigns, is it worth the investment without media attribution modelling?

Continue reading
  9516 Hits
  1 Comment
9516 Hits
1 Comment

Branding with banner ads.... are you crazy?

Branding with banner ads.... are you crazy?

The humble flash banner ad is a forgotten relic of today's online brand advertising ecosystem. Talk to any media agency or brand/marketing team and all the focus is the video, social or data driven strategies. The banner ad has become the poor cousin, confined to performance based buying and only valued if it can land a click (accidental or otherwise).

Continue reading
  5831 Hits
  1 Comment
5831 Hits
1 Comment

Article Watch April - 'Must Reads' Powered by MediaScope

Article Watch April - 'Must Reads' Powered by MediaScope

Each month Denise Shrivell from MediaScope, curates a series of must read articles and insights to inform the digital media community.

Continue reading
  5960 Hits
  0 Comments
5960 Hits
0 Comments

7 Ways to Bring Transmedia Storytelling Into Your Campaign

7 Ways to Bring Transmedia Storytelling Into Your Campaign

It is widely accepted that the role of advertising is to generate salience for a brand, product or service and elicit a behavioural response of purchase intent, actual purchase or affinity/loyalty.

Continue reading
  10207 Hits
  1 Comment
10207 Hits
1 Comment

It’s time for our Metrics Magna Carta; connecting your mobile objectives to your metrics

It’s time for our Metrics Magna Carta; connecting your mobile objectives to your metrics

Legend has it that in the 12th century King Henry I declared that a yard was the distance from his nose to his outstretched thumb. The issues this would have caused are both amusing and innumerable. It wasn't until Richard the Lionheart instituted the Magna Carta that measurements were standardised, stating "There shall be but one Measure throughout the Realm!" – Most of us in the digital advertising industry are looking forward to yelling that out of our office windows. I would just add an additional caveat – "and let it be the best!"

Continue reading
  4876 Hits
  1 Comment
4876 Hits
1 Comment