IAB Europe’s Guide to Improving Sustainable Business Decision-Making in the Digital Advertising Industry

whitePaper | December 14, 2021

Branding. The term alone evokes a myriad of thoughts, definitions, and even feelings. Throughout our combined 30+ years of marketing experience, we have helped many organizations understand the difference between what they perceived branding to mean versus the realities that drive their brand’s culture and the customer experience. We have seen great brands defined and redefined, seen company cultures come to life, witnessed new launches leading to customer engagement, and products launched into the marketplace that evoke national appeal. What does all of that mean to you, charged with growth in the student housing business vertical? Clarity. Confidence. Stability. Growth. Let’s start with a simple definition.

whitePaper | March 15, 2023

In the wake of a looming recession, retail sales are falling and consumer spending is on the decline. In these tough times, marketers have to think smart if they want to generate a maximum return on investment from their ad dollars. How can you ensure that your upcoming campaigns generate the best outcomes for your audiences? Our new recession report will help you develop successful campaigns that maximize your return on marketing investment during an economic downturn. With an emphasis on consumer mindset, this guide highlights purchase patterns, outlines opportunities for growth and explains why contextual advertising is the best solution to tackle the uncertain future of digital advertising.

whitePaper | May 27, 2022

Advertisers know that a well-placed plug can tug at the heartstrings, or that a nimble, witty retort can gain the upper hand on a busy press day. A company can have the finest business acumen, but without an empowered creative team—from a junior designer to the chief marketing officer—the messaging will fall short, or worse, alienate the very customers it’s trying to reach.

whitePaper | July 13, 2023

For marketers, agencies and even CFOs, the answer to the first question is very likely “No.” The answer to the next two questions should, of course, be an emphatic “Yes.” A new study undertaken by InMarket, in cooperation with the CMO Council, provides real insights into the answers to these questions. It uncovers massive disparities in ad waste and optimization opportunities among advertisers in similar consumer categories. And it shows that rigorous, always-on use of attribution is a major factor in optimizing campaigns to gain significantly higher lift in incremental visits and sales from media spend.

whitePaper | March 26, 2020

Digital billboard displays have opened a new realm of possibilities for designers in the outdoor advertising market. The idea of going seamlessly from computer display to any billboard display location almost instantly, might have seemed like science fiction several years ago, but here we are. It’s now the fastest growing segment of the outdoor advertising industry.

whitePaper | October 18, 2022

This primer for success outlines the basics of the ever-evolving digital out-of-home landscape - from the variety of venue types, to key tactics for campaign execution, and how to best incorporate the medium into your broader marketing strategy to drive real-world results.