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Hello <<First Name>>,

Welcome to Digital Direction – the newsletter from IAB Ireland, the trade organization for Digital Advertising in Ireland. As the World Cup reaches its climax, we discuss the mobile advertising opportunity that global sporting event offers brands, find out about the introduction of mobile audience measurement in the Irish market and there is an update on Viewable Impressions Measurement. We also introduce two new projects, the Cross Media Industry Research and Digital Innovation Showcase Europe. Our annual Mobile Connect conference theme and date is also announced in this edition.

Compiling this month's newsletter is our new Communications Executive; Rowena Hennigan who we are delighted to welcome on board at IAB Ireland.

All the best,

The IAB Ireland Team

World Cup of Mobile

Prior to what many have claimed is the biggest sporting event in the world, IAB conducted research about the predicted Mobile use amongst football fans across the globe during the event.

Key pieces from the report include that over a third (37%) of those surveyed globally already positively interact with Mobile Ads on a daily basis (29% Ireland) and 68% are willing to pay for World Cup Content (63% Ireland), which spotlights a strong opportunity to reach those soccer / football fans through mobile marketing. You can view the accompanying report infographic here and the full report is available to IAB members.

A recent IAB Ireland blog piece takes a look round the web at the research and statistics in respect of Brazil 2014, for example this World Cup has been searched for more online between 2010 and 2014 than the Tour de France, the Olympics (Winter Olympics included) and the Super Bowl (yearly) combined, confirming the huge opportunity for brands. Read the full blog piece here.

IAB Mobile Connect

Save the Date!!

The third IAB Mobile Connect takes place on Thursday October 30th, in the Arrol Suite, the Guinness Storehouse.

The 2014 Conference theme is Ready...Steady...Mo!  
Hear from Pulsate, Red C, Shazam, Spotify and many others to be announced over the coming weeks.

We'll have exciting new Irish Research measuring the impact of a Mobile Ad campaign for a new product launch.
We will also be completing the IAB Ireland Mobile Optimizer study - to see just how mobile Advertisers in Ireland are!!
Other topics include:

  • Having a Mobile Strategy (we'll be launching mobile handbook at this session)
  • Mobile Advertising opportunities / Great creative on mobile
  • Mobile Trends and Innovations - exciting things happening in mobile 
  • And award-winning Brand case studies

Save the date for now - booking details to follow!


From Platforms to People

comScore has confirmed it will extend measurement service in Ireland beyond computers to measure smartphone and tablet consumption – a phased step change towards measuring multiplatform digital media consumption in our market.

Back in April IAB invited comScore’s Head of Industry Relations for EMEA, Stuart Wilkinson, to present at Google’s Dublin HQ on its vision for how mobile and video measurement could be rolled out in our market given the strong growth in both these areas in the last 18 months.

Key to this was a question on how comScore’s people-centric audience measurement service in Ireland could be extended beyond their current MMX service which solely measures desktop and laptop, PC and Mac digital media usage. The service will now extend to report on smartphone and tablet data, moving closer to reporting on true user behavior, as people move between various devices to consume digital media.

The invitation followed the 2013launch of MMX-Multiplatform in the UK which had gained UKOM Approved status awarded by the IAB UK-sponsored joint industry group responsible for overseeing their national online measurement currency. The UK launch was preceded by the rollout of a similar multiplatform audience measurement service in USA in 2012.

Feedback from IAB members following the presentation gave comScore a positive signal that the market would support the rollout of its proposed multi-tier measurement service. As a result comScore has now committed to launching the initial phase of Mobile Metrix in Ireland this year, with the first data set to be reported for the month of September. The release date will be in October and Ireland will be amongst just nine markets in all of Europe where comScore is rolling out mobile measurement services in 2014. The service will report engagement levels across smartphone and tablet data and will leverage the already very high level of comScore tagging that the Irish market has implemented in recent times.

“Measuring internet usage in the multi-device and multi-channel era is complex,” noted Wilkinson, “With more devices, more users and more cookies per user than ever before, a journey that takes us from measuring platforms to people is crucial in order to properly evaluate media and advertising. We are confident that this step change for Ireland will add value to the market and help stakeholders make more informed decisions when planning and selling online media. We are optimistic that this development will be the first of many more to come in the medium term.”
Stuart Wilkinson is Head of Industry Relation EMEA at comScore



Mark Gilleran, Chair of IAB’s Display Council proovides an update on Viewable Impressions Measurement

The question, “who has seen my ad?” has dogged advertising practitioners for the best part of two centuries.  Ad delivery technology has brought the industry closer to solving John Wanamaker’s quandary over which half of his advertising work.  A recent IAB Europe survey conducted to help the  Digital Advertising Industry better prioritize digital measurements and KPIs highlighted  brands and agencies commitment to the introduction of viewable impression measurement.

The US IAB chapter recently completed an extensive 2 year project in collaboration with the Media Ratings Council (MRC) to address viewability.  IAB UK, in conjunction with JICWEBS, published its recommendations in mid April this year on how the UK industry should tackle the issue.  

Its key recommendations are that for IAB Universal Ad units are considered viewable if 50% of the ad is in view for at least one second and IAB Rising Star formats are considred viewable if 30% of the ad is in view for at least 1 second.  While IAB US has accredited 13 vendors to measure viewability, the UK has accredited 6 vendors to date.  The Audit Bureau of Circulation, ABC, has been appointed to handle vendor accreditation in the UK and a great deal of information on the vendor accreditation process can be found on the ABC website.

The vendors currently approved in the UK also offer services to Irish advertisers.  They are Alenty, Double Verify, Glam, Google, Integral Ad Science and Sizmek.  While working with a variety of vendors results in each company having a proprietary method for verification, the MRC has worked with each vendor to minimize wild variances and feels that it will be reasonable to expect a discrepancy range of 5%-10%. It is anticipated that the technology and tracking will see rapid development and innovation over the next 18 months.

IAB Ireland and the Display Council is committed to ensuring best in class consistency is applied in the Irish market. We will be conducting a short survey in the coming weeks to better understand the needs of the Irish market.

Mark Gilleran is Agency Sales Manager for Yahoo Ireland, a board member of IAB Ireland and chair of IAB Ireland’s Display Council


DISE (Digital Innovation Showcase Europe)

IAB’S DISE programme promotes the innovation of SME digital advertising companies across the EU and demonstrates the innovation potential of the sector to policy makers and the press. This project is the basis of lobbying actions and material aiming at addressing some very concerning policy challenges the digital advertising industry is facing today.
DISE will share these ‘best example’ case studies, which highlight particular business models that are driving the transition to a data-driven economy. The sharing of these case studies will facilitate a deeper understanding of digital advertising among policy makers as well as highlighting the employment potential and important economic impact created by digital advertising.

Suzanne McElligott, CEO of IAB Ireland welcomed the DISE initiative saying “this programme is an important driver of understanding and confidence in the Irish digital ad space among policy makers. We will be nominating 3 innovative digital advertising SMEs from our membership who will be featured in the DISE outreach programme”.

If you are an SME member of IAB Ireland with a positive story of digital innovation to share, nominate your company to become a DISE champion  by emailing Suzanne on - closing date for nominations is Wednesday July 16th.



Multi-media campaigns are increasingly used by advertisers, agencies and media owners to target and connect with consumers as effectively as possible.  In order to facilitate the planning of such multi-media campaigns it is desirable to have the ability to evaluate different media together in a single database.

The Cross Media Integrated Research is a project to integrate the Irish media currencies on behalf of a joint steering group formed by the major media stakeholders including IAB, IAPI and the other media currencies. Suzanne McElligott, IAB and Mark Gilleran, Yahoo! represent IAB members on the steering group. The project will involve data integration of the respective media audience currencies.  

The media audience currencies involved in the CMIR project are as follows:

Comscore, JNLR Joint National Listenership Research (Radio), JNRS Joint National Readership Survey (Press), JNOR, Joint National Outdoor Research, RoI Film Monitor, TAM Television Audience Measurement

The CMIR database will:

  • Make each media currency data more relevant.
  • Take the industry standard audience data in each currency and extend the life of all the media currencies.
  • Provide a single source survey and multi-channel planning system
  • Act as a gateway across data sources
  • Enable the industry to better integrate consumer medusa consumption into its planning approach

There are a number of examples of similar projects in other countries, either already in operation or in the process of set-up, including the IPA TouchPoints Survey in the UK and projects in Belgium, the Netherlands, Norway, and the USA.

Memorandum and Articles are currently being prepared for the governance of the CMIR. Tender documents have been prepared for the research work to be undertaken. Once the company is formally in place the reserach tender will be issued. Further updates will be provided in the  IAB newsletter as to the progress of the CMIR project.


Customised training is the solution to the skills challenge

Results from a recent survey show that 74 per cent of agency respondents claim it is difficult to hire new people with the right skills set, with about 65 per cent of in-house advertisers claiming likewise.


Agency Run


Advertiser-In house


Advertiser – Agency

The survey which examined the impact of Real Time Advertising was carried out by The Drum and Quantcast and findings were based on the responses of 225 inhouse and media agency advertisers in April 2014. Note: Colour bars in histogram represent - Blue = Agency Run, Yellow = Advertiser-In house and Turquoise = Advertiser – Agency) Source:  © 2014 Quantcast International

Given the very real skills gap it has never been more important to invest in quality training for your digital team. IAB Ireland offers customised training courses to meet your company’s unique business challenges and your team’s specific skills gap.  IAB training is targeted at growing the skills of marketing and advertising executives and has been undertaken by a variety of companies including Associated News, Core Media , EIrcom , Google, Group M, Ryanair, The Irish Times, and TV3. Read more here about IAB Ireland Bespoke Digital Training courses.


This month’s Digital Direction has been compiled by Rowena Hennigan the newly appointed Communications Executive for IAB Ireland

Copyright (C) 2014 IAB Ireland All rights reserved.
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