Not for publication before 2nd September 2021: New research released today by IAB Australia and Pureprofile has found that marketers will need to shift gears into 2022 to ensure they provide satisfying omnichannel shopping experience amidst escalating consumer expectations. The Australian Ecommerce Report 2021, which was conducted in June this year at a time when most of Australia was out of lockdown and people had resumed some of their pre-covid lifestyle, also flagged local, sustainable and ethical brands as the biggest winners in the year ahead, particularly for direct-to-consumer brand shoppers.
IAB Australia has appointed Ipsos as the industry’s exclusive and preferred supplier for the planning, buying, and reporting of digital audience measurement data in Australia. The appointment is for a three-year term commencing in Q2 2022 with the launch of Ipsos iris.
The Australian digital advertising market has shrugged off any pandemic advertising woes to record 24.2% growth, the strongest since 2016, reaching $11.4bn online advertising expenditure for the 2021 financial year. The data which is drawn from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC, confirms that while the overall advertising market has rebounded, digital advertising is leading the charge and now dominates expenditure.
IAB Australia has released Buyer’s Guide for Digital out of Home (DOOH), providing guidance on the medium, cutting through jargon and shining a light on industry best practice. The Guide, which was developed by the IAB Australia DOOH Working Group, is the most recent to be released by IAB Australia as it seeks to support and educate the wider industry.
Australian advertising agencies have embraced Programmatic DOOH (pDOOH), with almost one quarter of Australian agencies trading DOOH inventory programmatically for the first time during 2020 and a further 10% of agencies increasing their programmatic investment in an otherwise depressed OOH market. The results, which come from IAB Australia’s inaugural Attitudes to Programmatic DOOH Report, are based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.
IAB Australia today announced the appointment of carsales to the IAB Board as of June 2021.
Carsales Commercial Director of Media (Strategy, Trading, Ad Operations), Davor Vilusic, will represent the company on the IAB Board, with carsales Commercial Director of Media (Sales and Customer Solutions), Vanya Mariani, as the alternate.
The Australian digital advertising market has continued its strong growth trend, to reach $2.883m for the March quarter 2021, up 25.8% year on year. The data which is drawn from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC, shows that retail advertising is surging and that classified advertising is rebounding reflecting the overall health of the Australian economy and increasing consumer confidence.
IAB Australia’s Board, Executive and Measurement Council today jointly announced that it has appointed Venture Consulting to conduct a strategic industry review of digital audience measurement currency requirements. The review will be the basis for the standards and specifications of a tender for online measurement services which will be issued in May 2021, inviting measurement vendors to submit their services for tender evaluation. The invitation will culminate in vendor/s being endorsed as the preferred supplier/s for the planning, buying, and reporting of online audience measurement.
Streaming digital audio and podcast advertising has continued to rise, with 69% of media agencies now reporting streaming digital audio advertising is a significant or regular part of their activity and 36% report that podcast advertising is a significant or regular part of their activity. IAB’s Advertising Audio State of the Nation Report Wave 5 released today at IAB’s Audio Summit, also found the streaming audio sector has benefited from increasingly making its inventory available through programmatic channels, with agencies embracing programmatic during 2020 to secure greater control over their investments.
The Australian digital advertising market enjoyed a strong comeback in Q4, recording a 29.7% growth from Q3 to reach $2,935 million and a 20.3% year on year increase from the same quarter in 2019. The data which is drawn from the IAB Australia Online Advertising Expenditure Report (OAER), shows that all advertising categories have achieved growth for the second consecutive quarter as the industry rebounds after the pandemic induced declines earlier in 2020.
Nicole Bence, Network Digital Sales Director at Seven West Media, has been appointed Chair of the IAB Australia Board, effective immediately.
Ms Bence succeeds Matt Rowley, CEO of Pedestrian Group, who has been Chair since January 2019. She has been a member of the IAB Australia Board since 2020.
Video investment continues to significantly outpace the rest of the ad market and is set to continue throughout 2021 according to new research. The Attitudes to Digital Video Report released today by IAB Australia found that 68% of agencies expect investment in digital video advertising to increase in 2021. The report also found that 94% of agencies using digital video for increasing brand awareness expressed satisfaction with their campaign results, while the ability of digital advertising to reach audiences at scale was identified as the number one reason why 59% of agencies continue to use or recommend digital video advertising.
IAB has announced several new measures specifically developed to support small and medium Australian publishers including a New & Niche Publishers Guide to Digital Advertising that includes resources, advice and information for anyone looking to monetise their content through digital advertising. A new membership rate has also been announced, that will give these media owners access to IAB research, resources, briefings, and mentorship program.
IAB Australia has laid out its plans to future proof the industry supported standardised digital audience measurement currency with the removal of the reliance on 3rd party cookies and 3rd party data providers, while also addressing the future role of industry content data with increasing programmatic buying.
Total online advertising growth continued to slow in the second quarter of 2020, declining by 12% year on year according to the IAB Australia Online Advertising Expenditure Report (OAER). Although not as heavily impacted as other advertising channels, the Report compiled by PwC reflects the impact of the nationwide COVID-19 lockdown on the total online advertising market for the April to June quarter.
IAB Australia today announced the launch of its new MeasureUp Research Awards to showcase quality Australian media research. Media owners, platforms and technology companies are invited to enter, with the winners to be announced in October at IAB 2020 MeasureUp, Australia’s only conference focused on media measurement and ad effectiveness.
Following on from the launch of the Australian Digital Advertising Practices (ADAPs) last month, IAB Australia has issued a call to action for the digital industry to adopt the IAB Tech Lab’s transparency standards across the programmatic supply chain and commit to other related recommendations.
The Australian Association of National Advertisers (AANA), Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA) today released the 2020 Australian Digital Advertising Practices, outlining an agreed set of digital working practices to support advertisers to make informed decisions and build confidence and trust in the digital advertising supply chain.
Total online advertising growth slowed in the first quarter of 2020 to deliver overall year-on-year growth of 3.8% according to the IAB Australia Online Advertising Expenditure Report (OAER). The Report compiled by PwC, found that the drop in expenditure traditionally experienced after the December holiday quarter was more pronounced this year, with the total advertising in Q1 reaching $2,286m in expenditure.
Timeliness, connection and trust are the most significant context attributes for trusted news environments according to research testing COVID related content released today by IAB Australia and leading neuroscience research firm Neuro-Insight. The study of over 900 Australians, assessed three different types of news content – hard breaking news, COVID related updates and lifestyle content that is linked to our current COVID lockdown lives – and explored how the attributes of these could help advertising messages take on additional meaning.
