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IAB Australia
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.
IAB Australia is expanding its Board to provide greater industry representation, announcing today that the chair of its Executive Tech Council (ETC) will now be represented on the Board. Rohan Creasey, Country Manager ANZ for Rubicon Project who has been the Chair of ETC since June 2019, will be the first representative, taking up the position from April 2020.
With Australian brands actively reviewing how to adapt their businesses models to address the rapidly changing market conditions, new research conducted by Pollinate for IAB Australia has recommended reviewing the strategies of direct brands, particularly around ecommerce, finding that the direct brand economy is achieving mainstream status and has much to offer traditional brands.
Industry association IAB Australia has issued an urgent call to action for brands, agencies, ad verification firms, and other companies in the digital advertising supply chain to stop blocking the news. The call comes as many brand and agency teams have mistakenly updated their programmatic and all other media buying to prevent any advertising surrounded by topics including “crisis,” “COVID-19,” and “coronavirus”.
The Australian online advertising market growth has slowed, but still achieved 5.6% year-on-year to reach $9.3bn expenditure for the full calendar year 2019 according to the IAB Australia Online Advertising Expenditure Report (OAER) compiled by PwC. All online advertising categories showed growth through the year, while video advertising was again the growth driver in the general display category with 19.9% growth year-on-year.
Advertising across digital audio platforms is maturing, with 90% of media buyers placing ads in streaming services and 75% now embracing podcasts (up from 63% in 2018) according to the IAB’s Audio Advertising State of the Nation Report released at the IAB Australia Audio Summit today.
Although growth is slower than in previous years, digital has bucked the overall advertising slowdown, with the latest IAB Online Advertising Expenditure Report prepared by PwC revealing the market grew 3% quarter on quarter and 6.5% year on year to reach $2.381b for the September quarter. The report, which is recognised as the industry standard for independent market level industry intelligence in Australia, has been revamped to enable members to review market data at a glance.
Digital channels are effective at delivering brand impact and more cost efficient than most offline channels according to an Australian first report released today by Kantar at IAB Australia’s MeasureUp conference.
Australian brands and agencies continue to grow their investment in digital advertising with total spend for the 2019 financial year increasing by 7.1% year-on-year to reach $9.0bn (2018: $8.5bn). Of the total spend, 45% was attributed to Search and Directories, 37% to General Display and the remaining 18% to Classifieds.
IAB Australia’s Executive Technology Council has launched an industry mentorship program to support and enable the next generation of digital advertising and technology industry talent. With a particular focus on supporting gender diversity and identifying the unsung heroes of the industry, the program will provide support for up to 40 mentees via 20 mentors every six months. The IAB will be accepting nominations on the IAB website from 20th June for mentees from member organisations with five years or less industry experience.
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