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Hello <<First Name>>,

Welcome to Digital Direction – the quarterly newsletter from IAB Ireland, the trade organisation for Digital Advertising in Ireland.

In this month's edition we announce the key speaker details for our Connect 2015 event on the 26th of March at the Guinness Storehouse. This year our theme is Content: Creation, Curation & Amplification and you can read about the various speakers already announced below including Stephanie Himoff, UK Managing Director, Outbrain (pictured) who will speak about Optimising your Content for ultimate engagement. Read more about the event and topics to be covered.

Viewable Impressions trading and measurement is a key area for discussion in the Industry at the moment, we are holding a dedicated Viewable Impressions Briefing on the 26th of February. Representatives from IAPI, AAI, IAB UK, JICWEBS and various industry vendors will attend.

We are delighted to announce the following new IAB Ireland Members; Atomic, Matrix InternetOutbrain and Publicis,

Did you miss any previous editions of the Digital Direction newsletter? Visit our Newsletter Archive here to catch up.

All the best

The IAB Ireland Team

IAB Connect 2015 - Content: Creation, Curation & Amplification

IAB Connect 2015 will be held on the 26th of March at the Guinness Storehouse in Dublin. The theme this year is very topical: Content: Creation, Curation and Amplification. Speakers announced to date are:
  • Stephanie Himoff, UK Managing Director, Outbrain will speak about Optimising your Content for ultimate engagement
  • Brian Fallon, Co-founder, Distilled Media will speak about how the skillsets and thinking that brands need to embrace to move From Content Creation to Content Strategy 
  • Rob Newlan, Head of EMEA, Facebook Creative Shop will speak about Creating and amplifying compelling content.  Rob and his team work with brands to create amazing content and build and target campaigns to engage audiences.
  • Patrick Hourihan, Research Director EMEA, Yahoo will share new research into mobile native advertising and Why blending in is the new standing out.  According to this research, smartphone users are 2.2 times more likely to agree that 'if content is engaging, then I don't care it is an advert'. 
  • Mark Little, Founder, Storyful who will talk about The Golden Age of Storytelling 

Viewable Impressions Briefing - Update for the Irish market

Given the global focus on Viewable Impression (VI) definition, VI measurement and trading, IAB Ireland’s Display Council is hosting this briefing in order to facilitate a better understanding and discussion on this topic.

This morning briefing will include representatives from the UK market (IAB UK and JICWEBS), IAPI, AAI and various industry vendors. The panel discussion and speaker Q&A will be chaired by Mark Gilleran, Sales Director, Yahoo and Chair IAB Ireland Display Council.

Full agenda and booking here. Please register now for this event, as we predict a sold-out event due to the interest in this topic.

IAB Digital Dinner Series 2015, Informing the Digital Agenda

The first IAB Digital Dinner of 2015 was held at the RDS Private Members dining room on the 21st of January. This event is an invite-only IAB event, gathering the key industry experts together in one place to discuss key topics with the aim of; "Informing the Digital Agenda".  IAB Ireland were delighted to announce Independent News & Media as the sponsors of the 2015 series of dinners.

The key note speaker was Sharon Walsh, Marketing Director, Heineken Ireland who outlined how Heineken Ireland uses creative storytelling to tell their brand story. They then use effective distribution through owned and paid media which often results in earned media exposure. Sharon's view on 2015 is:  “Storytelling and content are key in 2015, we have already seen how much earned media you can get if you get the story right".

Other dinner guests were also asked to comment on their Digital Wishlist for 2015, read the  full blog piece here.


IAB Global Certification - Stay Ahead with IAB training

IAB Ireland offers two IAB Global Certifications; the Certification in Digital Media Sales and the Certification in Digital Advertising Operations. These credentials are the only professional industry-led certification created specifically for the Digital Advertising Industry. Since these were launched in late 2014 in the Irish market,  the number of successful candidates who have achieved the award has already reached double figures.
Find out more about the IAB Ireland Global Certifications,

IAB Ireland also offers bespoke in-company training and specific workshops covering topics such as Mobile Marketing and Social Media, designed specifically for the Digital Advertising Industry in Ireland. Read about our other training offerings here.

In brief: The IAB Ireland News Round-up

9 Steps to a Successful Social Media Strategy Workshop - last few places remaining, book now

New IAB Ireland Native Working Council - With the growing focus of advertisers on the need for a cross platform content strategy IAB is setting up a Native Council for IAB members who are working in the native/content area.  The native council will be lead by Adrian Acosta, COO  Increasing investment in content is a global phenomenon, this week IAB UK have issued Native guidelines, which provide a useful context for IAB Ireland's new council. 
For further information on IAB's Native Council email Maeve

The agenda  for the 2nd European AR MarketingConference & Business Exchange is shaping up for a very “hands-on” experiential plenary and Consumer track sessions with the latest AR & VR developments for brands, tourism, shopper engagement, gaming, sport, entertainment, and growth through technological innovation. IAB member companies qualify for a day pass at the discounted price of €195 + vat.   Members should email Maeve to get the discount code.

IAB Europe Viewable Impressions Whitepaper - revealing trends in trading on viewable impressions across varied European markets



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