SOCIAL MEDIA ADVERTISING
Integral Ad Science | November 02, 2022
Integral Ad Science (IAS), a global leader in digital media quality, has released the results of its online survey among Australian online users to understand consumer attitudes towards environmental causes and sustainability.
Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes."
Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes. Given this heightened consumer awareness, contextual alignment is critical. Marketers can increase consumer favourability by aligning a positive advocacy message with positive content. Conversely, marketers must be mindful of misinformation or negative sentiment to ensure their reputation is not tarnished. Marketers now have the opportunity to make an impact by actively leveraging their position as storytellers with a strong and credible message and deliver ads in the most relevant environments.”
Key highlights:
92% of Australian consumers plan to do more to support environmental causes and help mitigate climate change.
People are more engaged with the climate crisis than ever before; consequently, most Australians plan to pursue a more sustainable lifestyle. Avoiding single-use plastics is the most common way consumers demonstrate their commitment to sustainability, with 67% saying they would limit usage. Reducing energy and water consumption to limit carbon footprint (53%) is the next biggest area of focus. 49% of shoppers seek out sustainable products, and 44% say they plan to purchase from brands/companies that support environmental causes. In comparison, 41% begin to reconsider spending on physical items and plan to reduce the number of goods they purchase.
Australian consumers place a high priority on environmental causes.
The study found that sustainability and climate change remain top of mind and are one of the biggest social issues Australian consumers are concerned about right now after the cost of living crisis. For the world to change, most Australian consumers (90%) recognise that brands and advertisers must actively advocate for environmental causes, sustainability and ways to combat climate change. Almost three-quarters (70%) of consumers have a more favourable view of brands that advocate for environmental causes.
Brands benefit most from supporting environmental content.
For the study, IAS tested consumer reaction to ads alongside content that was neutral on environmental causes and compared that with reaction to ads alongside content that advocated for environmental causes. Ads with messaging that matches or is related to the content headline show higher favourability for positive/neutral sentiment content. It revealed that a standard ad placed alongside a positively-laden headline advocating for environmental causes benefited from a +90% boost in favourability than the ad would have had alongside a neutral headline.
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 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
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AD TECH AND MARTECH
VlionMobi, GeoEdge | September 05, 2022
VlionMobi, which empowers global e-commerce and gaming companies to achieve their marketing goals, has announced its partnership with GeoEdge, an ad security verification solution provider.
GeoEdge works with the world’s leading media, advertising platforms, ad exchanges, and ad alliances to monitor and protect their ads through automated ad verification. The partnership will help to enhance VlionMobi’s self-developed DPA advertising platform, which utilises advertising and content recommendations, to support advertisers in converting users safely.
As Chemy Chen, VlionMobi’s technical director of ad experience shared, “We were dealing with frequent auto-redirects, illegal ads, and malicious ads. These bad ads greatly impacted user experience and put VlionMobi’s high-quality partnerships at risk.”
As Chemy Chen, VlionMobi’s technical director of ad experience shared, “We were dealing with frequent auto-redirects, illegal ads, and malicious ads. These bad ads greatly impacted user experience and put VlionMobi’s high-quality partnerships at risk.”
To combat this, VlionMobi adopted GeoEdge's real-time protection ad quality solution and AdWatch to provide no-compromise control and transparency. This allowed VlionMobi to successfully weed out any pre- and post-click ad quality violations, with GeoEdge’s solution also ensuring that ad content is effectively displayed, regardless of developers’ advertising classification.
“Thanks to GeoEdge’s efficient monitoring and review solutions, the time we spend on solving ad quality issues has been greatly reduced. We’ve been able to automatically detect, warn, and block harmful ads,” Chen added.
“We are happy to collaborate with VlionMobi and support their efforts in creating clean and engaging programmatic revenue streams for their partners. Maintaining a high level of engaging user experience is an ongoing challenge for all players in the advertising ecosystem. GeoEdge has been constantly investing in cutting edge content management and security solutions for web and in-app, and we are proud to integrate our state-of-the-art services to VlionMobi’s advertising platform,” said Eran Navon, regional director, APAC at GeoEdge.
Working with GeoEdge indicates VlionMobi’s steadfast commitment to cracking down on inferior and fraudulent advertising. With GeoEdge by its side, VlionMobi looks forward to continued co-operation with leading technology companies, increasing investment in ad quality control, ensuring a reliable, safe advertising market, and taking part in the healthy development of the industry.
About VlionMobi
VlionMobi provides marketing empowerment for customers in the global e-commerce and gaming industries and is a practitioner in the field of global mobile remarketing. Through the VlionMobi DSP programmatic platform, advertisers can access more than 240,000 apps worldwide and engage with up to 2 million users per second. The platform also integrates with 70 SSPs (Supply Side Platforms), ad exchanges and private marketplaces to provide clients with a one-stop advertising solution.
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PROGRAMMATIC ADVERTISING
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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