IAB Europe Digital Brand Advertising and Measurement survey Key highlights
Key priorities Cross-media measurement 1 Brand safety and fraud key to quality advertising 2 Viewability remains a key driver 3 Audience data availability in programmatic trading 4 Brand KPIs important for digital campaigns 5 Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018
Cross-media measurement remains top priority 2018 – 86%; 2017 – 89% Cross-media evaluation A better understanding of 2018 – 83%; 2017 – 85% how online channels can work for brand advertising in combination with other media Identification of an agreed core set 2018 – 82%; 2017 – 82% of effectiveness KPIs such as brand awareness or purchase intent Standardised reach and frequency 2018 – 82%; 2017 – 82% metrics to measure campaigns An industry-wide online 2018 – 75%; 2017 – 75% measurement currency Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018
Brand safety and ad fraud key to quality advertising More than three quarters of the respondents state that brand safety and invalid traffic are most important to defining the quality of the ad environment. Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018
Viewability remains a key driver More than 80% of stakeholders want to see a move towards viewable rather than served impressions Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018
Audience data availability in programmatic trading Programmatic trading is now mainstream and driving the need for real-time metrics. More than 80% of the respondents want to see industry-agreed audience data available in programmatic trading tools. Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018
Brand KPIs important for digital campaigns Brand awareness and purchase intent remain top KPIs for digital brand advertising campaigns Source: IAB Europe Digital Brand Advertising and Measurement survey, March 2018
IAB Europe Quality Initiative The right message in the right to the right way. people in the right environmen t
IAB Europe Quality Initiative The campaign and creative Campaign / itself is a decisive factor in creativity the success of a campaign • Reach intended target groups • Viewability of ad impressions • Interactivity Media • Cross-media compatibility • Brand safety Delivery Product • Flexibility for expansion • Non-human-traffic • Size • Relevance of content • Placing and proportion of content • Level of professionalism of content • User loyalty Media • Credibility of content Environmen • Ad positioning e.g. above or below the t fold
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