It was, for a long time, a widely accepted truth that whilst people might use phones to access the internet, they wouldn’t use them to buy things. Too small a screen; too hard to type; not secure enough; the list of reasons was as long as it was - so time has proved - wrong.
Each month the IAB profiles a Council Member working hard to proactively define the future of digital advertising.
Name: Stewart Heys
IAB Council: Mobile Advertising Council (and Video Council)
The Australian online advertising market has delivered some amazing growth again, increasing $1.6 billion to reach $6.8 billion for the full financial year, (up 29.7 percent year-on-year). It is, in fact, the largest growth in online ad expenditure in the past five years, as our CEO Vijay Solanki pointed out in his...
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 comparable to...
Olympic fans all around Australia are getting ready to turn their attention to Rio, and while the athletes are competing for medals, brands are competing for consumers’ attention and business.
Using programmatic to reach residents in high-risk bushfire areas
In October 2013, approximately 100 fires burnt across eastern New South Wales, including six major bushfires. These fires killed two people, burned 768,000 hectares of land, destroyed 279 homes and the damages eventually totalled well over $100 million. A problem existed with the standard messaging: It lacked impact, urgency and relevancy. Something needed to be done.
Programmatic was once a space populated by hordes of software providers.
Like the group buying industry, it grew fast, with opportunists cropping up left, right and centre to capitalise on the windfall. Now the market is starting to consolidate. We'll see vendors merge, many die, and within two years, supply side platforms (SSPs) and ad servers will cease to exist as we currently know them.
As we flagged in February, we're making a change to our search rankings, to include 'mobile-friendliness' as one of the many criteria we use to rank search results.
There have been a few misconceptions flying around about this change, so we wanted to clear them up.
IAB Australia has been tracking digital advertising expenditure since 2003 when the total market was only $236 million and I am personally old enough to remember getting excited when online advertising tripled in 1998 to $8 million. We released the latest Australia digital advertising revenue information in the IAB/PWC Online Advertising Expenditure Report a couple of weeks ago and the market neared $4.4 billion for FY14.