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Hello <<First Name>>,

Welcome to the January 2015 edition of Digital Direction – the monthly newsletter from IAB Ireland, the trade organization for Digital Advertising in Ireland. 

This month, we look back on 2014 and review the year of IAB Ireland research and events.  Professional development is top of most New Year's Resolution lists so we'll update you on how you can 'Stay Ahead with IAB Training'.  We provide an update on the results of our Display Advertising Survey which assessed the readiness of the Irish Market for Viewable Impression Trading.   

We also look forward to 2015 and give you some key dates for your diaries, whilst officially launching our first conference in 2015: IAB Connect 2015.

Key IAB Ireland events in 2015: 

IAB Connect26th March, 2015, Guinness Storehouse, Dublin
IAB Video Connect14th May, 2015, Guinness Storehouse, Dublin
IAB Mobile Connect29th October, 2015, Guinness Storehouse, Dublin

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 Ireland in 2014 - the Year in Review

Time to reflect on 2014 for IAB Ireland and do a round-up of the events, research releases and activities which resulted in a busy and successful year. Our latest blog post "IAB Ireland - the Year in Review" reflects on the reports, analysis and findings, from the areas of Digital Adspend, Video on Demand and The World Cup of "Mobile" (which studied the use global use of Mobile during the world's biggest sporting tournament).

Read the full round-up in our Blog post here - 
"IAB Ireland - the Year in Review"

Research highlights from 2014 included:
- H1 Adspend Synopsis - Total Online Adspend Reaches
- IAB Ireland Mobile Audit - View our easy to digest Infographic on the audit. 
- Mobile Effectiveness of a Mobile Only Advertising Campaign, proving the effectiveness of Mobile Advertising. Read the full presentation by Red C research here.
- Video On Demand Research Infographic - looking at consumption and attitudes towards VOD 

Further research resources and downloads can be found in the Research section of our web site.

Stay Ahead with IAB Ireland Training

Many people have the New Year's Resolution of professional development and skills improvement. IAB Ireland offers high-quality training which will help you Stay Ahead in the fast moving world of Digital Advertising. IAB Ireland offers three different types of training:

  • IAB Global Certification, in Digital Media Sales & Advertising Operations 
  • Training Workshops
  • Bespoke In-Company Training
Upcoming workshop this Spring, include Mobile Marketing and 9 steps to Building a Successful Social Media Strategy, we are also offering IAB Global Certification, in Digital Media Sales & Advertising Operations. 

Read more about our Training Offering here.

Launch of IAB Connect 2014


Content: Creation, Curation and Amplification is the very topical theme for IAB Connect 2015, which takes place on Thursday, March 26th (8.30am - 1pm) in the Guinness Storehouse, Dublin 8.

Digital has revolutionised the opportunity for content creation, advertisers and consumers are now actively engaged in developing content alongside digital publishers.   Content is an integral part of modern Marketing strategies - quality content feeds into your Social Media Strategy, your SEO and PPC strategies, your PR strategy and your Marketing / Advertising plans.

IAB Connect 2015 will examine this paradigm shift and its impact on media consumption, our expert speakers will share their insights and learnings on the development of impactful content strategies.

IAB conferences are both practical and insightful - if you're working in digital advertising or a marketer looking to develop your Digital Marketing strategy, this is a must-attend event.

First keynote speakers announced:

Mark Little, Founder, Storyful
Brian Fallon, Co-founder, Distilled Media

Click here for more and to book your seat at early bird rates.

Viewable Impression Trading

Results from a recent survey issued by IAB Ireland's Display Council showed that IAB Members are gearing up to trade in Viewable Impressions (VI). The survey was issued with the goal of gauging the current understanding and usage of Viewable Impressions in the Irish market.

Key Findings:

  • 45% of respondents recognized the global IAB definition of VI:  50% of an advertisement in view for a minimum of one second
  • 66% said their own company was ready/somewhat ready to trade in VI
  • 73% felt that their agency was somewhat ready/ready to trade in VI

A number of vendors are now actively providing VI measurement tools in the Irish market.  Advertisers are beginning to adopt VI as both a performance and trading metric in respect of digital advertising.  As VI tracking and trading swiftly develops in our market, it is important that reasonable expectations should be set in monitoring viewable impressions due to technological challenges.   It should also be noted that non-measured impressions do not equal impressions that are not viewable. 

Respondents to the survey indicated a high level of interest in an IAB VI Briefing in the Irish Market.  We have begun preparing for this session, invites will follow shortly - Invite enquiries to:

In brief: the IAB Ireland news round-up

Digital Innovation Showcase Europe (DISE) provides a strong voice for Digital SME's in Brussels was one of 6 digital SMEs chosen from across the EU to share their business model to EU officials at an IAB policy outreach in Brussels.  As EU policy makers debate the draft General Data Protection Regulation, IAB's DISE  (Digital Innovation Showcase Europe) programme focuses on the need to ensure that EU MEPS and Commission members have a real understanding of the digital ecosystem.  

Speaking at the launch of DISE in the European Parliament on December 3rd, Brian Fallon, CEO, Journal Media highlighted the importance of data for the development of TheJournal.  'The reason we could get as far as we have gotten is data.  A framework that allows continued innovation in the use of data is imperative for the group's future development' he explained. Read more about DISE here.

Call-out to Agencies!
IAB Ireland Member Independent News & Media is inviting Agencies to complete a very brief survey to enable INM to better understand what Advertising Agencies are looking for in terms of Research and Audience profiling.

The survey will take approximately 5 minutes to complete and all responses are confidential.   We'd really appreciate if you would take 5 minutes to complete this survey: Please take the survey here.

The 2nd European AR Marketing Conference has been confirmed to take place on Wednesday 29th April 2015 at Croke Park Conference Centre, Dublin.  Sign up for the monthly updates here

This year there are more speakers, more exhibitors, more hands on chances to experience the latest Augmented and Virtual Reality technologies - and to see how they can build your business.  Plus the AR Business Exchange provides additional focused opportunities to do business around the conference.   The first 4 keynote speakers have been announced: Tomi Ahonen - Hong Kong (, Steve Dann - UK (Amplified Robot), Dave Lorenzini - USA (Glassware Foundry) and Keith Jordan - Ireland (iTagged).
Find out more about the 2015 speaker lineup here.


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