Developments in the attention economy are providing marketers with additional insights on their advertising investments but too much attention is being placed on ad attention metrics in isolation according to IAB Australia’s Ad Attention Measurement Landscape Report. Offering the largest collation of information and perspectives on ad attention measurement available in the Australian marketplace, the Report cuts through the hype to provide balanced information on the emerging techniques for measuring advertising attention, helping marketers explore the various methodologies and identify which will work best for their activity and business scale.
The local Australian online advertising market recorded a 22% increase year-on-year to reach $13.9 billion for the financial year ending 30th June 2022 according the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC. Fuelled by the Federal Election as well as both the summer and winter Olympics, all categories recorded double digit growth year-on-year, with video advertising peaking at 58% share of general display advertising. However, the data from OAER highlights more modest growth of 10.6% in the June quarter, reflecting market changes and a recalibration of activity.
Media owners, platforms, and technology companies are being invited to enter the 2022 IAB Australia MeasureUp Research Awards, designed to showcase quality Australian media research. Winners will be announced and will present their study in person at the IAB’s annual MeasureUp conference on Tuesday 25th October 2022.
The Australian digital advertising and ad tech industry job vacancy rates have continued to climb, reaching 11.8%, an increase of 2% points higher than in September 2021 when the market was already suffering a severe talent shortage. Despite this increase, data from the IAB Australia 2022 Industry Talent Report suggests that the job vacancy rate may be close to peaking, with an increasing number of companies reporting no job vacancies.
Australian advertising agencies are continuing to embrace programmatic digital out of home advertising (pDOOH), with 83% of agencies having used pDOOH and 48% at least regularly considering it according to the Attitudes to DOOH 2022 Report which was released today by IAB Australia at AdTECH:OOH. The Report is based on a survey of 530 advertising professionals across agencies, brands and ad technology suppliers in the Australian market conducted in July 2022.
The Australian Ecommerce Report 2022 released today by IAB Australia and Pureprofile (ASX: PPL) has found that while shoppers have been able to get back into physical stores, regular online purchasing for both groceries and retail products have increased since last year with 83% of online shoppers buying every month.
The local Australian online advertising market has continued to grow, reaching $3.449bn for the quarter ending 31st March 2022, an increase of 19.2% on the same period in 2021 according to data from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC.
IAB Australia has announced that MeasureUp, the only measurement focused conference in Australia, will return for its 6th year on 25th October 2022 and is seeking submissions for presentations, panel discussions and workshops on topics including cross-media audience and advertising measurement, brand building, attention economy and sustainable measurement techniques.
New research released today by IAB Australia has found that brand building is one of the key drivers of the rapidly expanding digital video market. The 2022 IAB Australian Video State of the Nation Report also found 74% of buyers are continuing to invest or increasing their investment in digital video ad formats as a way of expanding the reach of their TV campaigns.
IAB Australia has launched a new industry training program for marketers seeking to understand and make better use of the affiliate and partnership sector. The Affiliate and Partnership Marketing Training program is offered free of charge in an online format and is an ideal resource to those who are new to this form of digital marketing, as well as anyone currently involved in it. It has been developed by the IAB Australia Affiliate Marketing Working Group.
IAB Australia has announced the appointment of Liz Eades as Director of Learning and Development. The newly created role will see Eades steer the development, design, and delivery of practice-based education to further close the skills gap in the advertising industry. Her immediate priorities will include building relationships with tertiary education institutions, shaping bespoke corporate training offerings, working with IAB Talent and Careers Working Group and supporting members with onboarding and training talent.
With job vacancy rates for the digital advertising and ad tech industry at almost 10% at the end of 2021 and showing no sign of decreasing, IAB Australia and Advertising Week APAC today announced the launch of the industry’s inaugural Careers Fair.
The Australian online advertising market is nearing $13bn in calendar year 2021, a stunning 35.8% growth on the preceding year according to data from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC. It follows two years of slow growth for the industry, at 2.4% for 2020 and 5.6% growth for 2019
IAB Australia has launched its IAB Ad Effectiveness Fundamentals training program, designed to help brand marketers understand the commonly used methodologies, as well as providing an overview of emerging techniques for evaluating advertising including neuroscience and attention measurement. The online training program, which is free to attend, allows participants to work through the curriculum at their own pace and then complete an assessment to receive certification.
IAB Australia announced today that Angus Keene, Acting Managing Director at Twitter Australia, has been appointed as the Chair of its Executive Tech Council (ETC) effective immediately. Keene replaces Pete Barry, who was recently promoted to Vice President, Addressability for PubMatic and has been the ETC Chair since June 2021. Keene will also become the Exec Tech Council representative on the IAB Australia board.
IAB Australia has released the digital advertising industry’s submission to the Government’s Privacy Act Review Discussion Paper. In its response, IAB Australia sets out the critical importance of finding the right balance between protecting individuals’ privacy and ensuring that the online interactions which have become essential to everyday lives are not halted.
The Australian digital advertising market has continued its growth at pace, reaching $3.232bn for the September quarter 2021, up 42.1% year on year. The data which is drawn from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC, shows that retail remains the leading advertiser category and that video is continuing to be the overall star.
Following its successful inaugural event earlier in 2021, the Advertising Industry Debate Club will return at 6pm on December 2nd to celebrate, support and nurture new industry voices. The event will see teams debate whether a future metaverse can unlock more meaningful human connections.
Val Morgan and The Guardian have been announced as the winners of the 2021 IAB Australia MeasureUp Awards. Val Morgan was awarded Best Advertising Effectiveness for its ‘Hourly Outdoor Unified Reach (HOUR) Model’ developed to find a new way to model audience reach with hourly granularity for its programmatic digital OOH buyers. The Guardian won the Best Cultural, Societal or Consumer Behaviour award for its ‘The Power of Purpose’ research providing consumer insights supporting brands with purpose to drive growth and retain customers.
Ipsos today released its ‘Digital Data Exchange: The Consumer View’ report for publishers, agencies, and marketers at IAB Australia’s MeasureUp conference. Significantly, the report found that 87% of Australians said they were supportive of online content and service providers making their money from advertising where access to content remains free for consumers. However, 70% of respondents also indicated they were unaware of how online content providers make their money.
