The webinar discussed key topics in digital brand advertising and measurement. Cross-media measurement remains a priority, with a need for standardized metrics across channels. Brand safety and preventing ad fraud are also crucial for quality advertising environments. Viewability is an important metric for determining the quality of impressions. While brand awareness and purchase intent are top goals for digital campaigns, there is often a gap between those visions and realized outcomes like sales. The webinar panelists represented various industry roles and would discuss these topics further.

1. IAB EUROPE WEBINAR
DIGITAL BRAND
ADVERTISING & MEASUREMENT
6 SEPTEMBER 2018
Welcome to the webinar – we will begin shortly

2. MODERATOR &
PRESENTER
TODAY’S PANELISTS
Christer Ljones
Vice-Chair, IAB Europe
Brand Advertising
Committee and Head of
Product Strategy,
Schibsted
Estelle Reale
Marketing Director
EMEA, Sublime Skinz
Clementina Piazza
Programmatic Director
EMEA,
Integral Ad Science
Phil Sumner
Global Media Insights
Director,
Teads
Anton Kopytov
Partner, Technology
Consultant, Mindshare
Worldwide

3. Brand advertising and measurement priorities
Cross-media measurement
Brand safety and fraud key to quality advertising
Viewability remains a key driver
Audience data availability in programmatic trading
Brand KPIs important for digital campaigns
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4. Cross-media measurement remains top of mind
Cross-media evaluation
A better understanding of how
online channels can work for
brand advertising in combination
with other media
Identification of an agreed core set of
effectiveness KPIs such as brand
awareness or purchase intent
Standardised reach and frequency
metrics to measure campaigns
An industry-wide online
measurement currency
2018 – 86%; 2017 – 89%
2018 – 83%; 2017 – 85%
2018 – 75%; 2017 – 75%
2018 – 82%; 2017 – 82%
2018 – 82%; 2017 – 82%

5. Brand safety and ad fraud key to quality advertising
environments
More than three quarters of the respondents state that
brand safety and invalid traffic are most
important to defining the quality of the ad environment.

6. Reach and viewability determine the quality of a contact
More than 80% of stakeholders ranked reach
and viewability as important measures to determine
the quality of a contact

7. Brand KPIs important for digital campaigns
Brand awareness and purchase intent remain
top KPIs for digital brand advertising campaigns

8. However there is a mismatch between vision and reality
Vision Reality
88% Purchase intent 44%
79% Sales 47%
77% Direct site visits 36%

9. Audience data availability in programmatic trading
Programmatic trading is now mainstream and driving the
need for real-time metrics.More than 80% of the
respondents want to see industry-agreed audience data
available in programmatic trading tools.

10. MODERATOR &
PRESENTER
TODAY’S PANELISTS
Christer Ljones
Vice-Chair, IAB Europe
Brand Advertising
Committee and Head of
Product Strategy,
Schibsted
Estelle Reale
Marketing Director
EMEA, Sublime Skinz
Clementina Piazza
Programmatic Director
EMEA,
Integral Ad Science
Phil Sumner
Global Media Insights
Director,
Teads
Anton Kopytov
Partner, Technology
Consultant, Mindshare
Worldwide
Panel discussion

11. Contact
Marie-Clare Puffett,
Business Programmes Manager
puffett@iabeurope.eu
@iabeurope
/iab-europe
www.iabeurope.eu