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Hello <<First Name>>,

Welcome to the January 2017 edition of Digital Direction, the IAB Ireland newsletter. Last year was busy at IAB HQ and 2017 promises to be even busier as we bring you many exciting and important initiatives. We have provided you with an overview of resources we think are important viewing for you from the last 12 months #icymi

We are delighted to announce that announce that the leading multi-platform publisher, Image Publications Ltd and market leader in outdoor advertising in Ireland, Exterion Media have joined IAB Ireland as members. Read some of our Member Testimonials here.

Native advertising continues to be a key theme across the industry, with programmatic also becoming increasingly important for all online advertisers and publishers. To this end, IAB Ireland will be publishing key expert content and developing events and training programmes focused on these topics. We will cover the recently produced IAB white paper on Native Advertising and Content Marketing below.

Advertising delivers powerful economic benefits across the EU and the first-ever EU-wide report to isolate the economic and social contribution of advertising highlights its ability to drive economic growth across the EU has just been released, which shows how advertising delivers powerful economic benefits across the EU.

Using econometric modelling, the study, conducted by Deloitte and commissioned by the World Federation of Advertisers and other industry partners, found that advertising contributed nearly 6m jobs across the EU and 4.6% of total GDP.  The report also highlights the free services that online advertising funds and warned against further restrictions  being imposed on the European ad industry in the revised ePrivacy Regulation. The report is available here 

Miss an edition of Digital Direction? Catch-up in our Newsletter Archive.

All the best
The IAB Ireland Team

IAB Connect 2017: Digital Convergence – Redefining Advertising

In the rapidly evolving world of digital, the digital convergence of data, creativity and technology is truly redefining advertising as we know it.  UserX is central - with brands and media owners creating competitive advantage by putting customers first.

In 2017 IAB is setting the agenda for digital advertising as never before and IAB Ireland is playing a central role in the key IAB initiatives such as the Pan European Viewable Impression framework, and the Global Coalition for Better Ads.

IAB Ireland’s annual conferences provide the perfect forum to inform and involve the key stakeholders in Ireland’s digital advertising industry and are delighted to bring you IAB Connect 2017: Digital Convergence - Redefining Advertising. Click here to book your place.

Speakers and topics confirmed to date include:    

Grainne Galvin, Brand Manager at General Mills
Grainne will share the planning and activation around the recent ‘I love my age’ campaign for Yoplait. 

Gawain Owen, Head of Programmatic at Diageo
Gawain will talk about Programmatic and the opportunities and challenges it offers.

Brian O’Keeffe, Managing Director, Ve Interactive
Brian will share case studies on how brands drive conversion and maximise ROI from digital advertising.

Facebook (speaker TBC)
Facebook, in collaboration with IAB Ireland Social Media Council, will have new Irish case studies to share highlighting the power of Social Media Advertising and the do’s and dont's to maximise the results of your campaigns.

Book your place today.


Here are links to various resources you might have missed:

The Power of Video on demand and its growth is apparent from a recent research study conducted by IAB Ireland in conjunction with Nielson. Figures show 3 in every 4 of Irish adults viewed VOD in the last 6 months, with growth particularly strong amongst 16-24 year olds. VOD also delivers on hard-to-reach audiences and advertising is not seen as a barrier to viewing. The full infographic can be viewed and downloaded here

Data Protection, the office of the Data Protection Commissioner has issued guidance in respect of the General Data Protection Regulation (GDPR) which will come into force on 25th May 2018, replacing the existing data protection framework. IAB Ireland will be organising information sessions in relation to the forthcoming privacy sessions, featuring the Data Protection Commissioner, Helen Dixon. These sessions will be member only briefings and will take place in early March. They will play an important part in IAB's 'Protect' remit, to ensure we aid our members in establishing an effective compliance strategy for their businesses.
Mobile Adspend overtook Desktop for the first time in the H1 2016 IAB Ireland PwC Online Adspend Study - Total Adspend in H1 2016 reached €216m - Infographic is available here and full report is here locked for IAB members use only.
Mobile commerce is a global phenomenon - 75% of Mobile internet users globally have purchased a product or service via their smartphone or tablet in the last six months - this figure is 80% for Irish Mobile Internet users!  View the Irish results of this study conducted by On Device Research here. The global results infographic is also available here.
So how mobile ready are we?
92% of Finance and Retail brands in Ireland are now Mobile optimised - for more on how mobile ready the Finance sector is, view the infographic here and for Retail view the infographic here.

IAB Europe White Paper: Native Advertising and Content Marketing

Today's consumers are being bombarded with over 5,000 messages each day, meaning that engaging formats, such as native advertising, have become critical in online advertising. 

IAB Europe have released a very comprehensive white paper on Native Advertising and Content Marketing. The paper includes an excellent example, detailing how 'House of Cards' used a native campaign to promote the third season of the show. Interactive charts and video material were used to animate the story about the relationship between chosen U.S presidents and their wives - click here to see the campaign.

The paper also provides guidance on a number of key considerations for creating and distributing native advertising, including enabling meaningful consumer relationships, format types, and improving execution. 

For more on understanding Native and IAB's recommended disclosure principles, check out the IAB Ireland Native Council's Native Guide here.

Let's Get LEANer

Creating a better User X is a top priority for IAB globally and will continue to be throughout 2017. 

We recently held a member briefing to talk about the LEAN standards which are standards aimed at improving the quality of digital advertising.  Hand in hand with that is the new ad portfolio, which is a series of 12 ad units that are flexible across screens and based on ratio aspects rather than fixed pixel sizes.

In Brief - IAB Ireland News Round-Up

- IAB Digital Recruitment Advertising, Advanced Workshop - Driving Your Recruitment Portfolio, book your place 

- The future of programmatic: 2017 and beyond, Econsultancy discusses what 2017 has in store

- Three predictions for native in 2017, from Forbes Communications Council

- Mobile site development "now level with desktop sites", according to Netimperative article

- Irish Digital Media Insights Report 2016, published by Virgin Media 

- European Programmatic Market increases by 70.3% in 2015, according to new IAB Europe Research


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