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IAB News

7th May 2009

The Internet Advertising Bureau has approached the second quarter of the year with a twinkle in its eye and a spring in its step. Who said April is the cruellest month? Without question, it's our favourite month because this is when we announce the full-year results from our online advertising expenditure study with PwC. And once again it was great news. Despite difficult tradition conditions, the medium grew 17% in 2008, and is now worth £3.4 billion – an outstanding achievement that should make us all very proud.

And as the evenings get longer and the days warmer, the IAB team is beginning to get over its Seasonal Affective Disorder, giving birth to more initiatives than ever. In recent weeks we've launched a new training and careers portal for our members, as well as establishing the IAB Talent Taskforce, dedicated to battling the industry skills shortage. Last week we also unveiled our new, all encompassing online video advertising guidelines.

Further details of our many ongoing projects ranging from research to events, and from councils to regulatory affairs can be found below. For more information on how you can get involved with our work, just email us at info@iabuk.net. I'm sure you'll agree that now is the best time to get the most out of your membership bucks, so do drop us a line. Furthermore if you have any associates who are not members of the IAB, feel free to pass this newsletter on, so we can continue to grow the IAB membership community.

And finally, we have some very exciting news. Our very own head of regulatory affairs, Nick Stringer, has been nominated for a prestigious NMA Award in recognition of the vital work he has been carrying out on behalf of the online advertising industry. Nick is up against industry luminaries like Lord Stephen Carter and founder of Spotify Daniel Ek, proof of the regard in which he is held in this industry. To vote for him just text 'NMA 6' to 82100.

Guy Phillipson,
Chief Executive, IAB UK

Guy Signature.jpg


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		MARKETING
		Get in touch to learn more So far 2009 has been very busy in terms of advertisers and agencies wanting to hear the very latest in online trends, whether it be the latest in social media or how to tackle the economic doom and gloom. If you'd like the IAB to come and give you its take on the market then contact Kieron Matthews directly for a show and tell.


		TRAINING & CAREERS
		IAB launches digital training portal The IAB now provides an easy to use portal for our members to find the best digital training courses to suit their needs. It is run in collaboration with a number of reputable digital training companies to provide a wide selection of internet marketing courses. The training section on the IAB site also provides information on internet advertising careers to help match and develop your skills to the right job. IAB members receive a 10% discount across all of the courses.


		COUNCILS
		Video Council launches online video marketing guidelines Last week the IAB Video Council unveiled its detailed video advertising guidelines. This is the first guide of its kind in the UK and has quickly made an impact, setting Twitter feeds and blogs alight with support. The guide is aimed at any marketer interested in using online video advertising effectively. With online video now being watched by 80% of the internet population per month (comScore) that should include everyone... IAB establishes the Talent Taskforce The IAB is setting up a new council called the Talent Taskforce, which will look at ways to address the skills shortage within the online industry. The idea is to put together a group of leaders in the industry, heads of HR and digital who can come up with initiatives that the IAB can implement in the industry for 2009. Platform A, Group M, Propel London, The Talent Business, AKQA, Circus Street, Educate Direct and Kingston University are all involved already. The first taskforce is being held on 12th June. If you are interested in getting involved please contact kate@iabuk.net. Lead Generation Taskforce releases white paper In November 2008 the IAB formed the Lead Generation Taskforce. This group, comprising the UK's major players in the space, was established to help advertisers to fully understand online lead generation and how it can be used successfully. The group has just released a white paper on lead generation, the first in a series of publications the taskforce is in the process of creating. For more information contact amit@iabuk.net Call for input on ad trading system publisher summit Our Display Council requires senior input from publishers to move our standards initiative forward. We are calling for seniors from all IAB publisher members to attend on 13th May, 9.00am – 10.30 am at the IAB offices. Please email jack@iabuk.net for full information and to confirm attendance asap.. Search council seeks contributions The IAB Search Council is seeking contributions to its upcoming Media and FMCG verticals toolkits. Contributions can take the form of case studies, research and tips for using PPC and SEO in these sectors. Get in touch with jack@iabuk.net if you would like to help.


		MOBILE
		IAB/PWC mobile ad spend study to be unveiled on 13th May The first ever IAB / PwC mobile ad spend study is almost ready for its launch on 13th May. You can sign up for the launch event for this landmark piece of research here. Final call for entries for the mobile innovators award Our mobile innovators award is a new initiative to celebrate those pushing the envelope in the mobile space. We've had a raft of entries already, but if you have a great mobile product or service or have seen something that impresses you, you still have time to let us know about it - but hurry, the deadline for entries is this Friday (8th May). If you simply want to attend the judging event on 21st May, it promises to be a fun night at the IAB offices, where you will get to decide who the winner of the award should be. Mobile debate a huge success Last month we held our first mobile debate which had a great turnout and resulted in a huge swing in the audience to vote against the motion that mobile advertising is too expensive. Following on the success of this event, we hope to host many more such events in the future. Mobile advertising handbook ready for publication Our new mobile advertising handbook will be launched in two weeks time. The handbook will be a practical guide explaining how to brief, plan and implement a mobile campaign - an essential tool for anyone with an interest in mobile as a medium for advertising.


		PUBLICATIONS
		New handbooks ready for publication The marketing team has been busy putting together some new publications, with practical 'how to' handbooks on online video advertising and mobile advertising due out in the next couple of weeks. We're also set to launch the first in this year's 'demographic' series, kindly sponsored by Habbo, a handy guide to understanding the online behaviour of 16-24 year-olds. Look out for the launch event at the end of May. Throughout the year we'll be producing books on women, men, the over 55s and 'affluents', so let us know if you want to get involved. If you have any relevant research and case studies, or would like some more information on sponsorship, email chloe@iabuk.net. Upcoming publications include a report on Building Your Brand Online, sponsored by InSkin which is coming out in June, and a report on Digital Creativity in the UK. The IAB is always looking for hot topics for white papers, so if you think there's a significant knowledge gap in the market, within any discipline, get in touch.


		REGULATIONS
		IAB responds to Digital Britain interim report The IAB has responded to the Government's Digital Britain interim report. The report – published in late January – outlines its vision for the UK digital economy, including a commitment to universal internet connectivity. The IAB response calls on the Government to recognise the importance of fostering the advertising market to continue to attract investment from pan-European businesses in the UK; to acknowledge the role of new techniques – such as behavioural advertising – in building strong revenues for digital media; and to acknowledge the value of self-regulatory schemes for safeguarding internet users, such as the IAB's Good Practice Principles for behavioural advertising. A final report is expected in early summer. Nick Stringer nominated for NMA award Nick Stringer, the IAB's head of regulatory affairs, has been nominated for a prestigious NMA award. The award recognises the vital work Nick has been involved in across a number of key issues related to the internet advertising industry. Key amongst these was his role in delivering the IAB's guidelines on behavioural advertising, setting out good practice for leading providers and working with Information Commissioners Office and Ofcom. The results of this work can be seen on the IAB's consumer portal The Consumer Guide to Online Behavioural Advertising. To vote for Nick text "NMA 6" to 82100.


		RESEARCH
		This year's ad spend results show strong growth Online ad spend had another year of healthy growth. We grew 17% like for like from 2008 to reach a giant total of £3.35 billion, up from £2.8 billion the year before. This was despite harder trading circumstances last year, and we are really pleased for our members that our industry is showing such healthy signs in the face of a declining ad market. Search and Classifieds both grew by 22%, and Display grew by 8%. In display, entertainment and media was the largest category in the second half of the year, taking 16.3% of all spend, closely ahead of technology advertising at 16.1%. IAB to carry out social media effectiveness research The industry is crying out for some social media effectiveness research. As a result the IAB has launched a project to fill this need by working with the research agency OTX. The research will go live in May and results will be available by the end of June. Call for case studies for IAB's conversion attribution research We have just finalised a brief for the work we are doing looking into the whole online journey and the value of ad exposures along the purchase process. This is our Conversion Attribution research for which we are hoping to work with a large research agency to use panel data to investigate the key triggers to online purchasing. In the coming weeks, we will also be selecting case studies for this research. So if you would like to nominate your clients or yourselves for this please let us know. Upcoming research projects We have just completed our mobile ad effectiveness research and the results will be available to our members in May. The IAB is also partnering with some key organisations looking at video advertising research, and we hope to be able to share case studies with our members over the next two months.


		EVENTS
		Engage for Search sells out for another year There have been many highlights over the last couple of months. Our annual Engage for Search conference was packed to the rafters for another year, with sessions on everything from video to social media. We also held our first mobile debate. This lively evening concluded with the assembled audience disagreeing with the motion "mobile advertising is too expensive" - more proof that mobile really does work! Mobile Advertising Innovator Awards 21 May 17.00 - 20.00 IAB Offices - 14 Macklin Street, London WC2B 5NF Dragon's Den meets the IAB and mobile. Having the technological advantage can be key to gaining a competitive edge in any industry. This event will provide a platform for mobile advertising innovators to pitch and promote their product or service, or even to outline a brand new marketing theory to a relevant audience. Demographic series: Young people 28 May 12.45 - 14.30 IAB Offices - 14 Macklin Street, London WC2B 5NF In the first of our demographic series, this seminar will examine the online behaviour of 16 – 24 year olds. By looking at recently published research and new case studies we will unveil how best to reach and engage with this demographic to drive sales. As well as addressing young people's online behaviour we will also explore their mobile habits. IAB forum: Gaming 10 June 12.30 – 16.00 IAB Offices - 14 Macklin Street, London WC2B 5NF This forum will discuss latest research figures, what is happening in the in-game advertising market today and we will cover both casual and traditional gaming and look at emerging demographics, like women, who have opened up new markets and opportunities for marketers. How do we market to this new gamer? What does the future hold for this rapidly changing industry? Featuring key insights from the leaders in the market and hearing the latest case studies

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