TREND Summit, Slovakia, June 2014

How to help display advertising to become an integral part of mixed media brand

campaigns

Alison Fennah, IAB Europe

• Why a Brand Advertising Initiative• The Brand Advertising Framework• Ad Formats

– PC & Tablet European findings– Brand Builders

• Metrics & KPIs – Industry stakeholder measurement priorities– Key European findings

• Next steps

Agenda

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• Low investment from brand advertisers in digital display

• Many different formats available in European markets driving up campaign implementation costs

• Programmatic perceived as place for ‘remnant’ rather than ‘premium’ inventory

Why a Brand Advertising Initiative

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The Brand Advertising Framework

A set of brand advertising initiatives

Ad Formats Metrics & KPIs Audience Segments &

Quality

IAB Europe Brand Builders

The ad formats survey

Ad Formats: Building a European Package | 6

In order to understand the current advertising formats landscape and diversity of the European market IAB Europe Brand Advertising Committee conducted a Brand Advertising Formats Survey which gathered the opinion of over 300 senior publishers, agencies and networks across Europe during 2013 asking about usage and trends in ad formats for branding campaigns on PC, tablet and mobile. The Survey covered 23 European markets.

• IAB Europe tackled PC and Tablet in-page formats first

• The next stage of the formats work stream will be to look at Mobile in-page and then in-stream across all devices

Formats for all devices

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Top 10 European PC in-page ad formats in terms of current use and outlook:

Current use1. 300x250 Medium Rectangle2. 728x90 Leaderboard3. 300x600 HalfpageAd/ Gigabanner4. 120x600 Skyscraper*5. 728x90 + 120x600 Wallpaper6. 300x250-> 400x400 Expandable Rectangle7. 468 x 60 Traditional Banner*8. 160-> 300x600 Expandable Skyscraper9. 400x400 LayerAd (floating)10. >=728x90 BaseboardAd

European PC in-page ad formats findings

Ad Formats: Building a European Package | 8

* Please note the 120x600 Skyscraper and 468x60 Traditional Banner have been delisted by the IAB US (http://www.iab.net/guidelines/508676/508767/displayguidelines) meaning they are no longer commonly bought or offered

in the market and therefore these have not been considered in our analysis and optimisation phases.

Part of the Brand Builders

Outlook1. 300x600 HalfpageAd/ Gigabanner2. 300x250 Medium Rectangle3. 728x90 Leaderboard4. 970x250 BillboardAd (US)5. 970x400 Footer (MSA Floor Ad)6. >=728x90 + >=728x300 PushdownAd7. 300x1050 Portrait8. 300x250-> 400x400 Expandable Rectangle9. 728x90 + 120x600 Wallpaper10. 300x250 + 970x550 Sidekick Ad US

Top 10 PC in-page ad formats in terms of current use:

Demand side1. 728x90 Leaderboard2. 300x250 Medium Rectangle3. 120x600 Skyscraper*4. 300x600 HalfpageAd/ Gigabanner5. 728x90 + 120x600 Wallpaper6. 300x250-> 400x400 Expandable Rectangle7. 468 x 60 Traditional Banner*8. >=728x90 BaseboardAd9. 160-> 300x600 Expandable Skyscraper10. 400x400 LayerAd (floating)

European demand and offer side perspective – current usage

Ad Formats: Building a European Package | 9Part of the Brand Builders

Offer side1. 300x250 Medium Rectangle2. 728x90 Leaderboard3. 300x600 HalfpageAd/ Gigabanner4. 300x250-> 400x400 Expandable Rectangle5. 120x600 Skyscraper*6. 728x90 + 120x600 Wallpaper7. >=728x90 BaseboardAd8. >=728x90 + >=728x300 PushdownAd9. 300x250 + 970x550 Sidekick Ad US10. 160-> 300x600 Expandable Skyscraper

* Please note the 120x600 Skyscraper and 468x60 Traditional Banner have been delisted by the IAB US (http://www.iab.net/guidelines/508676/508767/displayguidelines) meaning they are no longer commonly bought or offered

in the market and therefore these have not been considered in our analysis and optimisation phases.

Building the suite

Ad Formats: Building a European Package | 10

• The survey highlighted both currently popular formats and those predicted to have a bright future. It also identified formats being sought out by the demand side in contrast to those available from the supply side.

• IAB Europe took the results from the data gathering phase and analysed and optimised the findings.

• The optimisation phase achieved the following objectives:

– Provision of a set of static as well as a set of dynamic ads

– Alignment to and support of existing ad format standards

– Consideration of the evolution of screen sizes

– Harmonisation of ad format naming

The Brand Builders consist of three static and three dynamic advertising formats:

Static Advertising Formats:1. 300x600 Halfpage (static) 2. 728x90 + 160x600 Wallpaper (static) 3. 728x410 Landscape (static, new dimension, 16:9

compatible)

Dynamic Advertising Formats:4. 300x250 → 728x410 Expandable Rectangle (float/slide 16:9) 5. 728x90 → 728x410 Expandable Leaderboard (float/slide,16:9) 6. 160x600 → 300x600 Expandable Skyscraper (float/slide)

Brand Builders

Ad Formats: Building a European Package | 11

Brand Builders

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Halfpage

Type: staticDimension: 300x600

Brand Builders

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Wallpaper

Type: staticDimension: 728x90 + 160x600

Brand Builders

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Landscape

Type: staticDimension: 728x410Comments: 16:9 aspect ratio

Brand Builders

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Expandable Rectangle

Type: dynamicDimension: 300x250 -> 728x410Comments: floating or sliding; 16:9 aspect ratio

Brand Builders

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Expandable Leaderboard

Type: dynamicDimension: 728x90 -> 728x410 Comments: floating or sliding; 16:9 aspect ratio

Brand Builders

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Expandable Skyscraper

Type: dynamicDimension: 160x600 -> 300x600Comments: floating or sliding

Key benefits of the suite

Ad Formats: Building a European Package | 18

• IAB Europe offers a new, recommended branding environment to advertisers while basing it on existing format practice in terms of dimensions and ad serving.

• The suite includes formats that are both currently popular formats and those predicted to have a bright future across Europe so the dimensions are familiar to those involved in developing brand advertising.

• The suite is a blank canvas rather than a prescriptive package, the only format prescription within the suite being the pixel dimension, the rest is to be decided on by the advertiser/ creative agency enabling detailed formats such as the IAB Rising Stars or BVDW Premium Ad Package formats to be adopted under the Framework.

Key benefits of the suite

Ad Formats: Building a European Package | 19

• The suite includes both static and dynamic (expandable) brand advertising formats.

• The suite offers a 16:9 TV compatible dimension (x410) with the aim of making brand advertising across TV and digital easier. By providing a 16:9 TV compatible dimension the suite is able to support in-page video advertising

• By fuelling the increase of high value, high quality inventory for large scale brand advertisers, IAB Europe also envisages an increase in the programmatic trading of premium digital advertising.

• Executive Report: a summary of topline European findings, methodology details and information about the Brand Builders ad formats

• Full Report: the Full Report includes detailed information about the initiative and survey, the complete PC in-page findings – including market and regional findings – and a comprehensive explanation of how IAB Europe built the Brand Builders suite

• For more information about the Executive Report or the Full Report please contact brandbuilders@iabeurope.eu

More information

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The Brand Advertising Framework

A set of brand advertising initiatives

Ad Formats Metrics & KPIs Audience Segments &

Quality

IAB Europe Brand Builders

Metrics and KPIs survey - two stage approach

Stage 1 – semi-structured scoping interviews (Oct-Dec 2013)

A series of qualitative interviews with senior executives in the UK, Germany, France, Sweden, Norway

Stage 2 – online survey (Mar-Apr 2014)Europe-wide online survey of over 700 major stakeholders to understand their measurement priorities

Brand advertisers

12%

Agencies35%

Publisher/ online sales

specialist26%

Measurement supplier/ data

provider12%

Other15%

Survey composition

Base: all who answered this question

Local remit75%

Pan-European/

Global remit25%

Priorities for attracting more brand advertising investment online

Base: All respondents (n=721)% ranking 3 or 4 where 1 is would not help and 4 is would definitely help

73%

75%

77%

78%

81%

84%

Standardised post campaign verification

Identification of an agreed core set of effectiveness KPIs

An industry-wide accepted online measurement currency

Integrated data from online audience surveys with othermedia surveys to provide cross media evaluation

A better understanding of how online channels can workfor brand advertising

A better understanding of how online channels can work incombination with other media for brand advertising

Audience survey priorities

Base: All respondents (n=721)% ranking 3 or 4 where 1 is would not help and 4 is would definitely help

64%

64%

70%

75%

76%

77%

Provision of more respondent lifestyle, attitudinal andbehavioural information

More data about what the respondent is using online, whyand how

Audience metrics to be reported by individual device

A move towards measuring viewable rather than servedimpressions

Online survey universe definitions and demographicsegments compatible with those used in other media…

Replicate established metrics to provide a trading currencyby demographic audience

“Advertising executives are used to planning their brand campaigns against measures such as net reach, frequency and GRPs. They also know that such campaigns work well when using print or television, with 50 years of accumulated evidence. In the absence of such measurements companies are unlikely to shift significant chunks of their budgets into online” - Vanessa Oshima (Director of Consumer Knowledge, The Coca Cola Company)

“Online audience metrics should be GRP based and include net reach and frequency and be updated regularly.” - John Hackett (SVP Global Marketing, The Coca Cola Company - Esomar Congress 2013)

“Reach, frequency, GRPs are absolutely necessary as a trading currency for all media.” - Lynne Robinson, (Research Director, IPA)

Down with the silos

77% of respondents see the need for an online currency as important or very important

Currency related metrics

77% of respondents rate replicating established metrics as important or very important

70% of respondents think audience metrics reporting by device is important or very important

More than three quarters of respondents state that an industry-wide accepted online measurement currency and replicating established metrics are helpful to brand advertising…

Base: All respondents (n=721)% ranking 3 or 4 where 1 is would not help and 4 is would definitely help

78% of respondents think the option to integrate data from online audience surveys would help or definitely help

Cross media

76% of respondents feel that the online survey universe definitions and demographic segments being compatible with other domestic currencies would help or definitely help

60% of respondents say the online survey universe definitions and demographic segments being compatible with European surveys would help or definitely help, rising to 64% amongst those with a pan-European/Global remit

The option to integrate data from online audience surveys would help attract more brand advertising investment...

Base: All respondents (n=721)% ranking 3 or 4 where 1 is would not help and 4 is would definitely help

Online measurement needs to become more compatible with TV

44%

48%

62%

94%

Radio and Online

Outdoor and Online

Print and Online

TV and Online

Base: All respondents (n=721)% ranking 3 or 4 where 1 is not important and 4 is most important

Print orientated markets vs. TV orientated markets

Interestingly TV and online compatibility most important to print orientated markets as well as TV orientated markets…

Important to print markets

Important to TV markets

Print and Online 72% 59%TV and Online 97% 95%

Outdoor and Online 39% 50%Radio and Online 36% 45%

Base: Print markets (123); TV markets (219);% ranking 3 or 4 where 1 is not important and 4 is most important

Contact quality: ads need to be seen

Length of time an ad is viewed and the proportion of the ad seen are important amongst brand advertisers and agencies to determine exposure…

Advertisers Agencies Publishers Respondents who value moving towards measuring

viewable impressions Measuring the proportion of a VIDEO AD that has been viewed

81% 83% 74% 83%

Measuring the length of time a DISPLAY AD in-view

80% 76% 63% 79%

Measuring the length of time a VIDEO AD has been viewed

76% 81% 65% 80%

Measuring the proportion of the DISPLAY AD is seen

76% 72% 76% 80%% ranking 3 or 4 where 1 is least important and 4 is most important

Brand KPIs

77%

78%

78%

81%

86%

89%

Individuals’ interaction with content or ads

Likelihood to recommend

Advertising recall

Brand affinity

Purchase intent

Brand awareness

% ranking 3 or 4 where 1 is not important and 4 is very important

54%

56%

71%

72%

72%

76%

Click on advertisement

Becoming a fan or follower

Uplift in direct sit visits

Uplift in search behaviours

Synergies of multi-screening

Brand familiarity

% ranking 3 or 4 where 1 is not important and 4 is very important

Brand KPIs

Reporting

Key audience data Other informationDaily 42% 29%Weekly 30% 27%Monthly 23% 32%Quarterly 3% 9%

Base: All respondents (n=721)

Measurement survey organisation

All Advertisers Agencies PublishersJIC 49% 44% 50% 52%

Independent Verification

25% 29% 26% 25%

Research Agency

6% 0% 6% 3%

MOC 3% 2% 2% 5%Individual publisher

2% 0% 2% 3%

Not important 2% 2% 3% 2%

Key findings

• All respondents seek online metrics (such as net reach, frequency, GRPs) that are compatible with those that are available for other (traditional) media channels

• These measures should be based on an industry-wide accepted online measurement currency and be updated frequently

• A better understanding of how online works in combination with other media channels and how it can work for brand advertising is needed to help drive budgets online

• As a consequence, integration of online surveys with other media currencies, especially TV measurement systems is another urgent requirement to allow planning and trading across media channels.

• Three quarters of respondents see a move towards viewable impressions as important, with advertisers and their agencies particularly keen (8 out of 10), whereas publishers are taking a more cautious approach with around 60% supporting the idea of viewable impressions.

• The large majority of advertisers and agencies agree on the importance of looking for brand awareness, purchase intent and advertising recall KPIs whereas publishers are not so definitive in their choices

• The priorities are largely the same between respondents with a local market remit and those with a pan-Euopean or Global remit - all agreeing that a better understanding of how online works in combination with other media is needed

Key findings

Metrics & KPIs:Reach out to Joint Industry Committees and discuss the results of this survey in order to move the needle on online metrics. IAB Europe aims to publish a Measurement Blueprint following these discussions in early 2015.

Ad Formats:Produce a mobile recommendation and then in-stream for all platforms.

Audience Segments & Quality:Scoping the work for this will start later in 2014

Next steps

@IABEurope

IAB Europe

www.iabeurope.eu

Alison Fennah, IAB Europe – fennah@iabeurope.eu

Contact