November 2019 Newsletter

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Digital Brand Effect Research | MeasureUp Videos & Presentations | Latest Podcasts


Dear IAB Community,

The year is almost at a close, but the pace hasn’t let up. In the past two weeks we have held two of the biggest events on our calendar – MeasureUp and our Sydney Ad Ops Conference – and the initial feedback has been overwhelmingly positive.

MeasureUp saw us host over 240 people at PwC in Sydney for a day full of learning from brands, agencies and tech companies around digital ad effectiveness and measurement experiences. Much of the content from the day is available now for members and those who attended, so check it out and learn about some best practice and experience to help get the most from your ad investment. Thanks to all our members and to our sponsors IAS, Google, Nielsen, Facebook and supporting partners ARN, Ferrero and Verizon: It couldn’t happen without you.

At MeasureUp we launched an Australian-first study in conjunction with Kantar. The Digital Brand Effect report analysed the brand impact delivered by digital and other media based on over 145 Australian Kantar Cross Media Brand Effectiveness studies, over 1,300 Global Kantar Cross Media studies, and 14,500 Global Kantar Digital Brand Lift studies. The report is available to the public and can be downloaded here.

Ad Ops is always a highlight of the year. In fact, if you didn’t know, we run it in both Sydney and Melbourne annually, under the leadership of IAB Tech Lead Jonas Jaanimagi and Head of Membership Jenn Thomas. We’ll be back in Melbourne in mid-2020, so keep an eye out on LinkedIn for the dates and speakers in the new year. A special shoutout to our incredible sponsors Index Exchange, The Trade Desk, Pubmatic, OpenX, Google and Fox Sports.

But the year isn’t over just yet. We have our Q3 Online Advertising Expenditure Report due out before December, and we will have more amazing research and playbooks to get to you before the end of the year, so stay tuned.

Gai Le Roy
CEO
IAB Australia
LATEST RESEARCH & RESOURCES
The Digital Brand Effect
The IAB have partnered with Kantar, global leaders in advertising measurement, to deliver independent insight into the contribution digital advertising makes to brand building and long-term impact. In an Australian first, Kantar have analysed their extensive database of real campaign effectiveness studies to provide aggregated, independent data on the brand impact marketers can expect from their digital campaigns and provide inspiration on optimising their digital investments.
DOWNLOAD THE RESEARCH
Digital Advertising Glossary of Terms - 2019
It is essential for our industry to create common language across the different platforms, so we have tasked our Ad Effectiveness Council and Video Advertising Council with updating a series of glossaries originally published in August 2017. These interactive Glossaries are available to the public, and aim to standardise and explain the common terminology used by digital advertising experts.  (We also have Outdoor and Audio in the works.)
DOWNLOAD THE GLOSSARIES
Future of Measurement Report
The Australian online advertising market has grown significantly in size and complexity, and hence audience and advertising measurement needs to continue to evolve to ensure diverse commercial opportunities and monetization of digital audiences. The Future of Measurement review, presented at a town hall event in March this year, has been conducted to understand the priorities of the market (including advertisers, ad agencies, media owners, tech providers and research/data vendors) to drive confidence in digital advertising into the future. The scope of our review has defined the digital measurement landscape to include content ratings, ad ratings, ad verification and ad impact.
DOWNLOAD THE REPORT
MeasureUp 2019 Content
Video content and presentations from the sessions and panels from MeasureUp 2019 is now available to IAB members and those who attended the conference. It's all about ad effectiveness and using the right metrics, so settle in and prepare to learn a few things. 
VIEW AND DOWNLOAD THE CONTENT
LATEST PODCASTS
Digital Out of Home Advertising in Australia 
Out-of-home (OOH) advertising as we know it has been around since the early 1800s but has recently gone digital – and it’s quickly becoming a big part of the digital ecosystem. in this episode we talk to taskforce members Yun Yip, VP Partnerships & Country Manager at MediaMath AUNZ, and Steve Geelan, Group Director - Channel and Solutions at oOh!.

Growing Up Outside The Valley
Index Exchange started as a small self-funded tech company in Canada and now has 12 offices across seven countries. IAB CEO Gai Le Roy talks to Adele Wieser, Regional Managing Director, APAC and Alex Gardner, Chief Revenue Officer at Index Exchange about the difference in international markets and the advantages and disadvantages of growing up outside Silicon Valley.

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IAB COUNCILS
UPCOMING IAB COUNCIL MEETINGS
  • Audience Measurement Council - Dec. 5
  • Video Advertising Council - Nov. 12
  • Ad Effectiveness Council - Nov. 27
  • Mobile Advertising Council -  Nov. 28
  • Audio Council - Dec. 4
  • Data Council - TBD
  • Executive Tech Council - TBD
  • Standards and Guidelines Council - TBD
NEW ON THE BLOG
Making Marketing Budgets Work Harder
The IAB Australia has always been committed to presenting data and insights to help inform and educate our industry on using the right measurement and metrics to assess marketing investments.
Read the Blog
IAB BrightSpots: Working with Fun, Passionate and Inspirational People - Unruly & News Corp
In the second episode of our Bright Spots series, we speak to a few of the people who make the work day better for the employees of Unruly and News Corp. From Sales to Data to Strategy to Programmatic, these ladies make their colleagues smile and inspire them to greater heights... and, not surprisingly, the feeling is mutual.
Watch the latest Bright Spots Video
MEMBER UPDATES
View all of these great IAB Member resources and more in our Member Updates section.
2019 State of e-Commerce, Asia PacificAccording to eMarketer, the global e-commerce market is forecasted to grow 21% in 2019 to $3.54 trillion. The Asia-Pacific (APAC) region alone will account for 64% of total e-commerce sales worldwide this year, a 25% Year-on-Year (YoY) growth.
Download the Rakuten e-Comm Report
Kantar & IAB: The Digital Brand Effect
In an Australian first, this report analyses the brand impact delivered by specific digital (and other) media
channels based on over 140 Australian Kantar Cross Media Brand Effectiveness studies and is combined
with multiple global Kantar data sources to prove that digital does help build strong brands and also provide
some guidance on how to get the best out of your digital channels.
Download the Kantar/IAB Research
IAS Image
The Halo Effect: Ad Environment & Receptivity
The latest biometric research released by Integral Ad Science (IAS) provides neurological evidence that an ad's environment has a dramatic impact on how people react to the ad. The research found that ads viewed in high-quality mobile web environments were perceived 74% more favorably than the same advertisements seen in low-quality environments. 
Download the Biometric Research
Kargo: Viewability vs Memorability
Viewability has traditionally been the most popular indicator of a digital campaign’s success. But just because an ad has a chance to be seen, does that mean that consumers are actually seeing it? Or remembering it?
Download the Kargo Report
Google: The brand value of search: New research in SEA reveals the power of being present
For brands in Southeast Asia (SEA), showing up in users’ search results isn’t just about driving clicks and conversions. Here, Jenny Lim, Search Performance Solution Specialist at Google Malaysia, breaks down our latest research with Ipsos and Kantar which shows the direct impact on awareness, recall, and consideration that being present in upper-funnel searches can have on brands.
Read more from Google 
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