February 2020 Newsletter

Posted by Gai Le Roy On February 06, 2020 Media Releases

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Mobile Handbook | Audio Summit Tickets | Mentorship 2020

Dear IAB Community,

We have an incredibly exciting and intellectually challenging year ahead! The IAB team and members have some fabulous new projects in the pipeline as well as a raft of recently released resources for the market.Firstly I would like to thank the 60+ industry folks who have been part of our Mobile Council since it was established in 2011 when mobile revenue was less than 5% of digital ad dollars. Now mobile is such a huge part of our industry we have decided to “graduate” this council. As a parting gift the Council has released one last important industry resource the Mobile Best Practices Handbook with information on the ad landscape, consumer experience, creative, measurement and a look at some future trends.

Other recently released resources include the latest IAB/Nielsen Digital Landscape & Video Viewing Report with a summary of how Australians are spending their time online (126 hr on average in November) and our DOOH Taskforce has pulled together a much needed industry DOOH glossary of terms as well as a summary of the current programmatic DOOH landscape in AU.

Our events kick off again in February with the annual Audio Summit in Melbourne & Sydney with free tickets for member organisations & marketers. In March we are launching a new event looking at Direct Brands with new exclusive AU research. We are investigating companies that have been born online and using new ways to market, distribute and engage with consumers. We will explore how these brands can grow from often performance focused beginnings to strong, long standing brands with a rich marketing repertoire.

The IAB locally & globally has been working on new ways to approach digital marketing with the demise of the cookie as well new privacy regulation rolling out across the globe that will assist publishers, agencies and marketers. These topics will be front and centre at the upcoming Programmatic Summits in Melbourne & Sydney. Jonas Jaanimagi (our infamous Head of Tech) and I will be there helping to drive industry development and collaboration, if you would like to attend we can offer IAB Australia members a 15% discount on tickets with the code IAB2020.Finally I would like to congratulate the new wave of industry up comers who have been accepted into the 2nd wave of the IAB Mentorship program. It is an amazing opportunity and I am sure you will all make the most of it.


Gai Le Roy


IAB Australia


Mobile Best Practices Handbook 2019
Mobile offers so many opportunities for brands to talk to an engaged and receptive audience with a personal message.The IAB Mobile Advertising Council has produced this playbook to offer a marketer, or anyone who wishes to get a better understanding of how to best utilise the technology, an insight into some of the inner workings of mobile advertising and its many moving parts.The IAB Mobile Council exists to empower, educate and advise advertisers how to get the best out of mobile.

November 2019 Online Landscape Review
The digital landscape saw 18,048,000 people 18-years and over actively surfing online in November 2019, with Australians 18+ spending an average of 126 hours and 2 minutes online per person.

Affiliate Marketing: Australian Industry Review
Following the previous industry review released in February 2018, the Affiliate Marketing industry is establishing itself as a growing, valuable and sophisticated acquisition channel for brands in Australia. Of the surveyed participants, almost a third of brands and agencies currently spend over 10% of their Marketing budgets on Affiliate Marketing and this is expected to grow. Seven out of 10 respondents have increased their Affiliate Marketing spend over the last year; the same proportion plan on increasing their spend in the next 12 months.

The Digital Brand Effect – Presentation Deck
We have condensed the “The Digital Brand Effect: How Digital Advertising Is Building Brands and Delivering Long-Term Brand Impact” report to a handy presentation deck for your reports and presentations, and it’s available in PDF or Powerpoint format. In an Australian first, Kantar have analysed their extensive database of real campaign effectiveness studies to provide aggregated, independent data on the brand impact marketers can expect from their digital campaigns and provide inspiration on optimising their digital investments.


Digital Marketing Identity Solutions
The methods that marketers, agencies and publishers are using to target and measure digital ad campaigns continues to evolve. In the first episode of 2020 we chat with Travis Clinger, Vice President Global Strategy and Partnerships at LiveRamp, about how changes in tech, regulation and consumer preferences are changing identity solutions for marketing as well as driving greater collaboration across the industry.

Riding a Programmatic Wave
In the last episode of the year we talk to Colm Dolan, CEO and Founder of Publift, and James Prier, General Manager at Beachgrit. We cover a lot of ground with the boys here, including changes to the publishing world, what the media landscape looks like now and changes in content consumption. We talk surfing and the surf industry media, how Beachgrit used programmatic to grow its business and the role great content played in that expansion. We dip into privacy and data, and a whole lot more.LISTEN TO THE PODCAST ON:


Join us at the IAB Australia Audio Summit in Melbourne on February 26, and in Sydney on March 4 as we explore the Australian digital audio advertising industry and landscape. The morning event will feature industry experts presenting on and discussing the Australian audio industry, and we will also launch the fourth wave of IAB’s Audio Advertising: State of the Nation Report, providing a snapshot of Australia’s audio landscape across broadcast radio, podcasting and digital streaming. It covers buying methods, satisfaction and experience of those involved in buying and planning audio campaigns in Australia.

Digital born brands have gained significant momentum, reshaping the world of retail and bypassing established routes to market to offer convenient, high-quality, personalised products. In an Australian consumer and industry research study, the IAB aims to take an in-depth look at sustainable direct brands and what there is to learn from their marketing approaches. This study will form the basis of a market report to be published by the IAB, which will be launched at an industry event on March 24th in Sydney. 


Get the most out of your IAB membership
As your IAB membership is corporate, it is available to all AU team members within your organisation. Team members can subscribe under your Company Membership by filling out the simple form using their work email addresses. Your whole organisation can then gain access to the many benefits provided under your IAB membership.
Get started here


The Opportunity in Digital Out-of-Home Programmatic Advertising
Advertising investment in out-of-home advertising has experienced strong growth over the last 5 years driven by media buyers embracing the advancements from digitisation. Digital formats now represent over half of all out-of-home ad spend in Australia.
Read the Blog


View all of these great IAB Member resources and more in our Member Updates section.


IAS: The Industry Pulse ReportIAS take a look at the trends, challenges, and technologies that will propel the digital ecosystem into the new frontier of advertising.Our goal was to discover how industry professionals perceived transparency and innovation in 2019, and the resulting impact it will have on their marketing trajectories in the upcoming year.
Download the Report here.

Kantar: Health tech has a trust issue (U.S.)
Kantar, in partnership with the Digital Health Summit, surveyed more than 1,000 American adults between Nov. 7 and Nov. 22 to get a better sense of where consumers stand when it comes to the integration of technology into all aspects of the healthcare spectrum. The findings make clear that one of the biggest hurdles to greater adoption is not innovation, but trust.
Read the Kantar article

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Gai Le Roy