Tag Archives: iab

Lack of data in creativity leading cause of wasted digital ad spend

Data is a hot topic right now, with the upcoming impact of GDPR top of mind for marketers in the region right now, but according to the latest white paper from IAB Singapore, poor data application in the creative process is leading to a significant wastage in digital ad spend.

As the region’s digital ad spend grows, consumer data has become a massive by-product for brands, but lack of training in digital and data related skills is a key barrier to campaign success.

Research by Adobe Digital Insights reveals that gaps exist in the applications of data-led creativity in digital campaigns for Asia Pacific. 65% of 18 to 34-year-olds prefer ads based on their interests, with a third of the same demographic believing advertisers can do better in personalisation.

IAB_LinkedIn

Much of this can be attributed to brands appointing multiple agencies that end up working in silos focusing on distinct and individual KPIs. The lack of digital collaboration ultimately results in wasted advertising dollars.

“The challenge in tailoring digital campaigns lies in recognising where data originates and how they influence creative briefs to develop highly relevant and engaging content. Especially in Southeast Asia, where programmatic is only beginning to take off, brands must be quick to pick up on key learnings, ensuring advertising budget drives toward achieving business bottom lines,” said Miranda Dimopoulos, CEO & Ambassador to SEA, IAB Singapore.

To encourage a data-driven approach, it is imperative on brands to leverage a Creative Communications Process framework across the entire campaign development process.

“As data-driven marketing becomes the new normal, it is important to advocate data-inspired creativity among marketers, agencies and brand owners. Using the Creative Communications Process framework, digital campaigns can be readily optimised with insights from the data signals around us, to develop engaging and impactful creative platforms and campaign ideas,” said Deepika Nikhilender, Senior Vice President, Xaxis Asia Pacific.

Creativity Inspired by Data accounts for current industry needs, with contribution by senior representatives from BBH, Twitter, Digimind, Xaxis, Wavemaker and Unruly.

To get a copy of the Creativity Inspired by Data white paper, click here.

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Latest Research Shows Viewability “Just Works”

Viewability was one of the hottest topics in Digital over 2014, but the buzz has eased off slightly since the release of the IAB standards. Concerns around fraud rumble on, with a feeling that current regulation does quite not go far enough.

Getting measurement right is a key component of successful advertising delivery, especially in the Digital space where there is so much measurement available. Benchmarks, research and case studies are crucial, so it’s handy that Sizmek have just released their latest report into the impact of viewability measurement.

The Sizmek Research team analyzed viewable data from more than 240 billion measured impressions, 840,000 ads and 120,000 campaigns served in 74 countries to more than 22,000 publishers and 43 programmatic partners. That’s quite a lot.

The report found that ads with greater interactivity are more likely to be viewable, that mobile ads are more viewable than ads on desktop computers, and ads sold directly to publishers are more viewable than ads sold through automated or programmatic platforms.

There are some interesting comparisons looking at APAC versus other regions. Asia in general scores very high in rich media mobile ad CTRs.

In the US, the IAB minimum viewable threshold for performance, is 70% viewability. The research found this level to be a reliable indicator of performance. The report also found that choosing mobile friendly HTML5 formats and creative sizes specific to mobile devices, improves ad viewability.

Sizmek Viewability Benchmarks [2015]

“The specifics and definitions will no doubt continue to be debated, but the recent efforts at standardizing viewability terminology move the industry toward a more transparent marketplace for digital ads, and our research backs that up. Viewability just works in terms of driving campaign performance,” says Alex White, VP Product Strategy at Sizmek.

Clearly, measuring whether an ad is viewable gives the industry a great starting point for trading in true engagement.

Mobile Consumer Insights and Research for Asia

It is not easy to find Mobile research, consumer insights and stats for Asia. However, there are two sources that stand out in terms of their comprehensive coverage of Mobile for the region, including local markets. Continue reading Mobile Consumer Insights and Research for Asia