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Hello ,

Welcome to Digital Direction – the monthly newsletter from IAB Ireland, the trade organization for Digital Advertising in Ireland. In this month's edition we focus on IAB Connect 2015, one of our key annual events. The theme for this year's event is Content: Creation, Curation & Amplification.

We have an agenda packed with expert speakers covering all that you need to know about the impact of Content Marketing on Digital Advertising and in particular how the industry is beginning to embrace Native and Content based advertising. The event will also see the launch of the IAB PwC Online Adspend study for 2014. Read more about the event and book your tickets here. 

All the best

The IAB Ireland Team

Agenda: All you need to know on Native & Content based advertising

The IAB Connect 2015 event will be held at the Guinness Storehouse on Thursday March the 26th from 9am until 1pm. A light lunch to go, will be provided to all delegates.

Agenda Highlights
  • Suzanne McElligott, CEO, IAB Ireland - Welcome & Launch of IAB PwC Online Adspend Study for 2014
  • Mark Little, Founder, Storyful - The Golden Age of Storytelling 
  • Brian Fallon, Co-founder, Distilled Media - From Content Creation to Content Strategy 
  • Stephanie Himoff, UK Managing Director, Outbrain - The native opportunity: what is the value for the publisher, advertiser and consumer?
  • Kahlil Coyle, Campaign Manager, See Change - A native advertising case study from See Change, the National Mental Health Stigma Reduction Partnership 
  • Patrick Hourihan, Research Director Yahoo EMEA - Why blending in is the new standing out New research into mobile native advertising
  • Andrew McNulty, Joint Creative Director, ICAN - The shift to content led advertising 
  • Jury’s Inn, Quantcast, Agenda21 - Using data to drive creativity 
  • Rob Newlan, Head of EMEA, Facebook Creative Shop - Creating and amplifying compelling content

Full event details & booking here.


IAB PwC Adspend Study 2014 Update

The IAB PwC Online Adspend study for the full year 2014 will be launched at IAB Connect on 26th March.

Digital Adspend grew by a record 40% in the first half of 2014

  •  Total Online Advertising reached €130m
  •  Mobile adspend is now 29% of total digital spend

To recap on the H1 2014 study click here

Viewable Impressions - Resources from IAB's briefing last week

Given the global focus on Viewable Impression definition, measurement and trading, IAB Ireland’s Display Council hosted a briefing on 26th February in order to facilitate a better understanding and discussion on this topic.
During the briefing, Steve Chester, of IAB UK shared the background to Viewable Impression measurement in the UK and gave an update on the collaboration of the UK market in relation to definitions, standards and measurement. Richard Foan of ABC and JICWEBS then provided an overview on vendor accreditation and the next steps taken in the UK market.
Three presentations followed from Industry Vendors: comScore, Moat and FLE Marsh, sharing best practice and data, both local and global regarding Viewable Impression measurement.
Finally there was a cross industry panel with Barry Dooley, AAI (Advertisers Association of Ireland), Jill Robinson, Group M representing IAPI (Institute of Advertising Practitioners in Ireland), Denise Farrelly, Google, Steve Chester IAB UK and Suzanne McElligott, CEO, IAB Ireland.  Mark Gilleran, Chair of IAB’s Display Council chaired questions already submitted by attendees to the panel.

The high level of attendance at the event showed the level of interest in the development of viewable impression measurement, IAB Ireland looks forward to working with the Irish Digital Advertising Industry to develop a roadmap for Viewable Impressions for our market.

To catch up on event presentations, click here

IAB Interact 2015 - IAB Europe's Annual Congress

Interact 2015 – 9th edition will be held in Berlin on May, from Tuesday 19th (PM) to Thursday 21st at the AXICA, next to the historic Brandenburg Gate.

IAB Europe's major annual industry event, Interact, will be held this year in Berlin in May. Interact will take place at the AXICA Congress Centre, next to the historic Brandenburg Gate, from May 19th to 21st!

Kicking off with an exclusive "fireside chat" with Sir Martin Sorrell, CEO of WPP, Interact is the essential meeting-place where leading European advertisers, agencies, technology platforms, media owners and analysts gather for digital insight, debate and inspiration.

Over three days, sessions will cover the latest business and technology developments in video, mobile, programmatic, content creation, brand safety, media fragmentation, and much more...

As every year, other highlights include:
The release of the annual AdEx Benchmark survey
The Research Awards competition
The Mixx Awards competition

Anyone can attend Interact but IAB Members will receive a 15% discount for daily or full conference passes – please email Maeve to get your discount code.

IAB Ireland - News Round Up - March 2015

Welcome to IAB Ireland's newest members: Noster Mobile, Publicis, Matrix Internet  . For full Members' Directory click here

OMD Worldwide predict half of global digital media buying will be programmatic by 2020

Do Native ad works? Guardian and Unilever 'to prove value of sponsored content

US Nielsen Brightroll Study - Mobile Video Advertising strenghtens TV Media Advertisements

IAB Ireland The Power of Video on Demand December 2014

Check out the IAB Ireland / Nielsen Research Infographic from Dec 2014 here -  phase 2 of this research now in field and will be presented at IAB Video Connect on 14th May - SAVE THE DATE

Follow IAB on Twitter and on Linkedin


Copyright (C) 2015 IAB Ireland All rights reserved.
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