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IAB Australia
IAB Australia announced today that Lachlan Brahe, General Manager of Retail Media at Cashrewards, has been appointed as the inaugural Chair of its Retail Media Council effective immediately. The Council, which was founded in 2023, helps set standards, educates and drives collaboration across the retail media industry.
Online shopping has firmly established its place in the ANZ retail landscape, with 83% of Australian online shoppers and 77% of NZ online shoppers shopping online every month. The data, which comes from the Australian and New Zealand Ecommerce Report 2024 was released today by IAB Australia and Pureprofile, also found that value seeking is top of mind, with an increase in the number of shoppers prioritising lower prices and discounts and 62% switching products and brands to find cheaper alternatives.
IAB Australia today announced that Vanya Mariani, Commercial Director – Media for Carsales has been appointed Chair of the IAB Australia Board, while Andrew Brain, Director Data & Growth at Seven West Media has been appointed Deputy Chair. Rebecca Costello will also join the IAB Board as the new representative for The Guardian, while Suzie Cardwell joins as the new board representative for Nine.
Digital video advertising investment across all screens (mobile, desktop and CTV) is now a significant or regular part of marketing activity for 92% of respondents according to IAB Australia’s Video Advertising State of the Nation Report. The report, which was released today, also found the frequency of using connected TV advertising has increased over the last year and for the first time more respondents have connected TV as a significant part of advertising activity (55%) than mobile (46%) or computer (47%).
IAB Australia has issued a strong warning about Made for Advertising (MFA) sites, asking the Australian advertising industry to take the issue more seriously and work collaboratively to minimise ad spends on these sites as well as with any associated participants. To assist understanding of the issue, the IAB Executive Tech Council has issued a Made for Advertising guidance paper with clear definitions and recommendations.
The IAB Australia Video Council has released its Connected TV Handbook to assist marketers and agencies better understand the market. The Handbook, which was first published in 2020, has been updated to explore the opportunities for advertising through data and personalisation, provide a framework for measurement, outline planning considerations and elements of creativity, and also includes an update on IAB Tech Lab Standards and an introduction to the Advanced TV product roadmap.
Online advertising expenditure has increased 9.3% year-on-year according to data released today in the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC Australia. Total advertising expenditure for the quarter ended 31st March 2024 reached $3.746bn despite a 4.2% softening in spend from the preceding quarter, in line with seasonal trends.
IAB Australia has announced the industry has until 5th July to make speaker submissions for MeasureUp, Australia’s largest measurement conference. Returning in September for its 8th year, MeasureUp will bring together advertising and agency professionals, marketers, academics, and vendors to co-create and influence the future of marketing measurement thinking.
More education and experience is needed to supercharge the usage of programmatic DOOH according to new research released today by IAB Australia. Attitudes to DOOH Advertising, which seeks to understand the state of play for all digital out of home media trading in Australia, found that 82% of agency respondents used digital OOH as a significant or regularly considered part of their advertising activity in 2024 (up from 69% in 2022). By contrast 52% used programmatic DOOH as a significant or regularly considered part of their advertising activity, up slightly from 48% in 2022.
The IAB Australia Ad Effectiveness Council has released the fifth module of its Marketing Measurement Innovation Series, ‘Ad Effectiveness Through Continuous Experiments’. The module seeks to increase understanding across the industry on how controlled experiments allow marketers to adopt best-practice scientific methods, adding confidence and precision to marketing investment decisions. Controlled experiments represent the most effective way to validate existing marketing activities and assess incrementality.
A global-first neuroscience research study has found that True Crime podcast content delivers advertisers engagement and memorability at levels known to be effective in influencing consumer decisions and changing behaviour.
The Crime Pays: Guide to Understanding True Crime Podcast Audiences and Advertising Opportunities report from IAB Australia and Neuro-Insight, the world’s preeminent neuro-marketing and neuro-analytics company, tracked participants brain activity while listening to podcast content and advertising. It then assessed responses in True Crime and Entertainment podcasts as well as benchmarking against Neuro-Insight’s rich database across a wide range of media environments.
IAB Australia’s Australian Audio State of the Nation Report has found that 90% of agencies have used audio advertising this year, with 83% of media agencies including streaming digital audio advertising as a significant or regular part of their activity. The report, which is in its 8th year, also found agencies plan to increase their investment in streaming audio (61%) and podcasts (64%) over the coming year.
The Australian online advertising market reached $14.7bn spend for the 2023 calendar year according to data released today in the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC Australia. Total advertising expenditure increased 3.7% year-on-year. This was a slowdown from the growth of 9.1% reported in 2022, however, a positive trajectory in a tough year for advertising, with stronger growth experienced in the second half of the year.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide faster and more granular insights on advertising performance.
Online advertising has continued to grow despite the challenging economic conditions, reaching $3.732 billion for the September 2023 quarter. The data, which is drawn from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC, shows online advertising increased 7.8% year on year and 2.1% over the preceding quarter.
IAB Australia has launched a Search Working Group to look at how agencies and brands can make the most of their search investments and plan for future technological and behavioural changes. Indago Digital’s MD, Gary Nissim has been appointed as Chair, while other group members are drawn from Google, Microsoft, Ryval Media, Half Dome and dentsu.
IAB Australia today announced the appointment of Domain Group to the IAB Board as of October 2023. Domain Group’s Chief Marketing Officer, Rebecca Darley, will represent the company on the Board.
CEO of IAB Australia Gai Le Roy said: “We are delighted Domain Group will be joining the Board and bringing its nuanced perspectives to the table. I am looking forward to having Bec Darley, a leading marketer with a strong understanding of digital audiences, as one of our directors identifying and driving ways to support and improve the digital advertising industry.”
Nicole Bence, Peter Horgan and Aimee Buchanan are amongst the first industry executives to be named in the superstar cast for the Adland’s first ever industry pantomime “Addy Lala and the MOOD Tea Thieves”. They will be joined on stage by Vanya Mariana, Sam Buchanan, Casey Martin, Olivia Scott, Ricky Chanana, Roger Dunn, Paul Kent, and Greg “Sparrow” Graham, who will make a special appearance as Santa, with additional cast members still to be announced.
IAB Australia has expanded its industry education offerings with the launch of a new foundational industry training program. The first two modules, Foundations of Digital Audio Buying and Foundations of Programmatic DOOH Buying are available now, free of charge to all in the industry. Two Retail Media modules will launch next month, with modules focused on Understanding Digital Ad Fraud and Data to be released later in the year.
After significant growth in peak pandemic years, Australian consumer online retail spending has stabilised according to the Australian Ecommerce Report 2023 which was released today by IAB Australia and Pureprofile. The report found that 67% of consumers reporting convenience is still the number one reason for purchasing online, however with recent rises in the costs of living, the report also found consumers are increasingly focusing on discounts, loyalty programs and seeking price comparisons to minimise unexpected price increases when they shop online.
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