IAB Europe | October 03, 2022
IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the results of its annual ‘Attitudes to Programmatic Advertising Study’.
Now in its eighth year, this study has become an industry benchmark and helpful insight to show how programmatic advertising attitudes, adoption and strategies are evolving. This year the study tripled in responses with over 1000 industry professionals taking part across 29 markets in Europe. The respondents represent four stakeholder groups – advertisers, agencies, publishers, and ad tech vendors – to ascertain the views and directions from the entire ecosystem. More than half of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above.
Nick Welch, Head of EMEA Programmatic Sales at IAS and Programmatic Trading Committee Chair at IAB Europe said: The “Attitudes to Programmatic Advertising 2022 Study’ serves as an important annual benchmark towards programmatic strategies in digital advertising. The widening of the research shows its focus across various players in the industry from multiple markets. We’re grateful for all the respondents to the study and helping set the agenda for the coming 12 months. Even amongst the backdrop of tightening budgets and further media scrutiny, it’s encouraging to see that investment in programmatic is likely to increase. Alongside this, we’re witnessing tremendous appetite across growing environments such as CTV and audio. However, marketers must play a crucial role in these areas, ensuring that balance is found between optimising media spend, data transparency and delivering a targeted and enjoyable consumer experience.”
Positive Outlook Driven by Connected TV
All stakeholders (74% of advertisers, 80% of agencies and 68% of publishers) are expecting their programmatic investment to increase over the next 12 months. There seems to be consensus around connected TV as a key growth area; more than 50% of all stakeholder groups cite this as a key to programmatic growth over the next 12 months. Voice, almost non-existent as key to growth in previous years – makes a strong appearance this year with 32% of advertisers and 28% of agencies citing this as a key growth area.
Commenting further on the investment trends, James Collins, SVP, Media Network, Rakuten Advertising said “The annual Attitudes to Programmatic Report from IAB Europe is an important indicator for the industry on the opportunities and challenges for programmatic advertising. It’s positive to see that CTV remains the largest growth area for programmatic, with key learnings in this report hopefully the industry can take a step closer to capitalising on this opportunity.”
Media Cost Efficiencies Are Key to Investment
More than a quarter of advertisers and agencies ranked cost efficiencies as the most important driver for programmatic investment. This is closely followed by granularity of controls and transparency of reporting. Advertisers also cite costs as a barrier to investment; 22% ranked it as the number 1 barrier. Quality of media is also a concern (38% ranked this as the first or second barrier to investment). For agencies, hiring and training staff is a key barrier to programmatic investment.
Advertisers Shift from In-Housing to a More Dynamic Approach
In 2021 50% of advertisers said they had an in-house model. This seems to have dropped significantly to 16% in 2022. There seems to be a more hybrid or dynamic approach with advertisers tapping into a range of methods such as outsourcing to a DSP, independent trading desk etc. This is perhaps being driven by the struggle to source the correct talent, paving the way for consultancies to play a more vital role in the process.
Interaction and Quality Metrics Are Key to Measurement
When asked which metrics are important to evaluate display campaigns that are traded programmatically, the majority of advertisers cited social interactions as the most important, as opposed to sales which was the top metric in 2021 (59% vs 37%). For agencies and publishers, it is in delivering quality metrics (60% and 53% respectively) that is most important.
Shift in the Type of Data Used for Audience Targeting
The study shows a decrease in the use of first-party data alongside an increase in second-party data. Whilst 2021 showed first-party data was the priority for advertisers, agencies, and publishers in 2021, this is now ranked third behind second-party data (the most popular priority averaging 57% with agencies leading at 60%) and third-party at 49%.
The report, written by industry experts from IAB Europe’s membership, and forms part of a comprehensive programme of pan-European educational and guidance outputs published by the IAB Europe Programmatic Trading Committee. The full report with accompanying graphs can be downloaded from IAB Europe’s website HERE.
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of media, technology and marketing companies and national IABs, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market.
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Comcast Advertising | September 15, 2022
Comcast Advertising today announced that it has appointed Pooja Midha as Executive Vice President and General Manager for Effectv, the advertising sales division of Comcast Cable. She replaces James Rooke, who recently took on the role of president, Comcast Advertising.
In this position, Midha will oversee a national team spanning sales and sales development, operations, technology, product, data innovation and insights, and customer experience. She will continue to foster the company’s efforts to bring more widespread use of data to TV strategies, including the focus on multi-screen, audience-based advertising, as well as driving the growth of addressable advertising and programmatic capabilities across the company.
Midha will report to Comcast Advertising President James Rooke. She will be based in New York.
“Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape,” said Rooke.
“Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape,” said Rooke. “Through her recent work at Comcast Advertising, as well as her work within the industry as a pioneer and catalyst in driving innovation across both sales and software for premium premium video advertising, I am confident that she will lead the Effectv team to the next level of success.”
Midha has over 20 years of experience in the media and advertising sector, with a track record of transforming businesses, creating new models, developing brands and partnerships, and exceeding revenue goals. She has extensive knowledge of digital, video and television advertising, from pioneering digital and cross-screen strategies for major media companies and cable networks, to shepherding new technologies focused on consumer engagement and measurement for premium video.
In her role as Comcast Advertising’s first-ever chief growth officer, Midha oversaw global marketing across Comcast Advertising, FreeWheel and Effectv, including the launch of Effectv’s sales development organization. In addition to strengthening each unit’s brand and differentiated value, she worked with the leadership team to enhance the company’s products and solutions within a shifting, multi-screen landscape, emphasizing data and customer value.
“I’m excited, humbled and very much looking forward to leading Effectv in my new role,” Midha said. “In the last two years, Effectv has made significant progress in its mission to become the world’s smartest audience delivery company. I can’t wait to start working with the leadership team and network of talented employees to accelerate industry innovation and drive business results for our clients by combining the power of TV with the best of digital to connect their brands with multi-screen audiences.”
Prior to joining Comcast Advertising, Midha served as president of the advertising technology company true[X]. Before true[X], Midha was senior vice president, digital ad sales and operations for the ABC Television Network. Earlier in her career, Midha held a variety of senior sales and marketing roles at Viacom (now Paramount), including positions at MTV Networks, MTV Networks International and Nickelodeon. She started her career in advertising sales at Dow Jones & Company.
Midha is a frequent industry spokesperson and thought leader and has won numerous industry awards, including being named a 2016 Adweek Young Influential and a 2021 Multichannel News Wonder Woman. She holds a bachelor’s degree from Lehigh University and an MBA from Columbia Business School. Midha lives with her husband and two young daughters in New York City.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
Integral Ad Science | November 23, 2022
Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today published a case study conducted in partnership with Catalina, a leader in shopper intelligence that personalizes the shopper journey. The study aimed to understand how media quality influences return on ad spend (ROAS) and sales lift in correlation to in-view advertisements and time-in-view. The measurement period was recorded from May to July 2022.
To measure sales for a major CPG brand through the use of display advertisements in both mobile and desktop environments, Catalina used a test versus control methodology to calculate campaign sales lift. The test group consisted of 14.6M households that were exposed to the promoted brand campaign.
Some of the key takeaways from this study include:
180% lift in incremental ROAS for the in-view group versus not-in-view. In-view ads have a massive impact on ROAS compared to those that do not meet viewability standards.
74% of incremental sales from the test campaign were driven by the in-view audience. IAS and Catalina broke the test group into an in-view and not-in-view decomposition. Incremental sales from the in-view ads drove higher sales lift and incremental sales compared to ads that are not in view.
3 to 10 seconds is the ideal time-in-view range for driving incremental sales.
Advertisements that were in view for 3-10 seconds outperformed both shorter and longer time-in-view rates with an incremental index of 118. This insight further highlights the strong correlation between time-in-view as a proxy to attention that drives key outcomes. This drove sales and directly impacted ROAS.
“As a leader in personalization and shopper intelligence, Catalina has been partnering with brands and retailers for a long time to understand the value of media as it relates to consumer responsiveness, purchase activity, incremental sales and ROAS, both in-flight and post-campaign,” said Brian Dunphy, SVP of Strategic Partnerships at Catalina. “Through our partnership with IAS, we are thrilled to jointly help CPG brands and agencies get the most out of their media investments by combining IAS’s industry leading media quality capabilities with Catalina’s ROAS and sales lift analyses to deliver deeper insights around overall media quality, viewability and time-in-view.”
“While viewability is an important metric, metrics such as time in view can be even more precise indicators of attention and outcomes,” said Yannis Dosios, Chief Commercial Officer, IAS.
“While viewability is an important metric, metrics such as time in view can be even more precise indicators of attention and outcomes. What is powerful with this study is we see a clear link between time in view and in-store sales: a direct impact on better outcomes. By partnering with measurement companies like Catalina, we can better understand the importance and impact of media quality on driving attention and outcomes for our clients,” said Yannis Dosios, Chief Commercial Officer, IAS.
For more information and to download the full case study, click here.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio, podcast and digital media that personalizes the shopper journey. Powered by the world’s richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or @Catalina on Twitter.