Committee Mission Statement
The Mission of IAB Europe’s Brand Advertising Committee is to drive brand investment into digital by providing Brand Advertisers with a reliable and trusted Brand Advertising Framework for the converging digital and traditional media environment. This Framework is a set of initiatives which includes the establishment of recommendations for Ad Formats, Metrics and KPIs across Europe and which are compatible with other initiatives around the globe. The Brand Advertising Committee is a multi-stakeholder group with global, regional and local input.
Ad Formats Stream
The Ad Formats stream aims to provide a new and attractive branding environment to advertisers including powerful ad formats for maximum impact within online branding campaigns.
In order to understand the current advertising formats landscape and diversity of the European market IAB Europe conducted a Brand Advertising Formats Survey which gathered the opinion of over 300 senior publishers, agencies and networks across Europe. 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. This insight has enabled IAB Europe to create a best-of-breed suite of advertising formats – the Brand Builders.
The formats within the Brand Builders suite are blank canvases, the only prescriptive detail is the pixel dimension and the rest is to be decided on by the advertiser/ creative agency. Similar sized formats with more prescriptive detail such as the IAB Rising Stars and the BVDW Premium Ad Package can be accommodated within IAB Europe Brand Advertising Framework.
A key feature of the suite is that it 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, which is particularly important at a time of exponential increase in digital video consumption and as video increasingly acts as a major draw for brand advertisers. By fuelling the increase of high value, high quality inventory for large scale brand advertisers, IAB Europe also envisages an increase in programmatic trading of premium digital advertising.
The Ad Formats Task Force’s next steps will focus on mobile in-page advertising formats and in-stream formats.
Metrics and KPIs stream
The Metrics and KPIs stream aims to establish what measurements would help drive more long-term brand advertising investment in digital media by better understanding the needs and thoughts of all key stakeholders in the European industry. This first step will be followed by publishing a measurement blueprint for the rich and varied European digital ecosystem.
The Metrics and KPIs stream is starting with a Europe-wide survey devised with the help of a broad group of stakeholders from the Brand Advertising Committee - Brand Advertisers, Agencies, Publishers, Ad Networks, Measurement/ Data Suppliers and vendors of inventory across Europe.
The survey aims to establish and covers the following:
• Audience metrics: how important are measures already used for other media channels, namely net reach, exposure frequency, OTS and GRPs. These would make audiences delivered by digital channels more compatible with TV or Print, hitherto staple channels for most brand/image advertising.
• Platform focus: within digital channels how important is it that audience metrics provide separate metrics for each platform (online, tablet, mobile phone) as well as a measure of net unduplicated reach across platforms
• Cross media evaluation: whenever possible should online surveys be structured so they can easily be integrated with other media or product purchase studies to create multi-media evaluation tools?
• Contact quality: in the US it has become a key issue to distinguish between served and viewed impressions – how important is this issue for the European industry? The survey aims to establish the importance of viewability and how to define what constitutes a ‘viewed’ advertising message.
• Qualitative measures: does the strength of a media brand or the editorial/visual environment have a measurable impact on the effectiveness of advertising messages? Is user engagement a key factor – if so, what is it, how important is it, and can it be measured?
• Effectiveness measures/ROI: can such measures ever be part of syndicated surveys (and if so, how granular should the results be), or will true ROI measures always be limited to proprietary studies
The survey launched in February 2014 and its results will be presented at Interact 2014. The blueprint will be produced in H2 2014.
A key objective is to ensure that we gauge the importance of these metrics and obtain the opinion of all relevant stakeholders, both the corporates mentioned above and including relevant executives in industry associations, measurement bodies and auditing companies.
http://www.iabeurope.eu/committee/view/13
For more information about the Brand Advertising Committee or to get involved please contact Marie-Clare Puffett
