Accountability is the number one focus for the industry according to an industry first research report released today by IAB Australia. The “State of the Market: Marketing & Advertising Technology” report found that brand safety, ad fraud detection and viewability are the key areas of interest as the market matures.
Perhaps surprisingly the study noted that 48 percent of Australian agencies are not using brand safety technology; 52 percent of publishers are not using Ad Fraud detection; but that 76 percent of respondents are using ad viewability tracking technology.
The report, which was commissioned by IAB Australia to understand the state of this often complex area of the industry, found that agencies, clients and publishers are taking advantage of a broad range of tools and technologies in the areas of analytics and measurement. The rate of uptake of attribution modelling, data visualisation and content personalisation technologies; and the self-declared understanding of these technologies was found to be relatively low. However many respondents indicated an intention to use these tools within the next six months.
According to Alice Manners, CEO of IAB Australia the report has identified a need for industry education.
“As more and more consumers are using mobile and engaging with online video, marketers and advertisers are acknowledging they need to better analyse and use a range of tools to understand and serve their customers.
“The industry has expressed a clear hunger for greater accountability and a growing sophistication in their needs so we will continue to work towards supporting their needs,” said Manners.
IAB Australia launched its AdTech Advisory Council earlier this year and has recently established a Trustworthy Accountability Group (TAG), a cross-industry compliance organisation focused on combating ad fraud, malware and piracy. The primary goal of both groups is industry education.
Key findings from the “IAB Australia State of the Market: Marketing & Advertising Technology” report include:
Planned areas of technology use this year
Up to 15 percent of clients or marketers intend to use mobile analytics or marketing tools
10 percent of client, marketers and agencies intend to use video analytics
29 percent of publishers intend to use attribution modelling
Priority Areas for Education and Information
Clients nominate attribution modelling, platforms and Data visualisation as their priority areas for education and information
Agencies nominate attribution modelling, platforms, ad fraud detection and data visualisation as their priority areas
Publishers are focused on mobile analytics, ad viewability tracking and ad fraud detection
Adtech companies are focused on attribution modelling and SSPs
The full report will be available at: www.iabaustralia.com.au/research-and-resources/research-resources
IAB’s “State of the Market: Marketing & Advertising Technology” report was conducted by the Hoop Group and included 200 respondents. Of these, most had more than six years industry experience and the vast majority held senior positions. All were screened for involvement and knowledge of advertising technology.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
IAB Australia’s board includes representatives of Carsales.com, Fairfax Media, Google, Mi9, Network, News Australia, REA Group, Telstra, TressCox Lawyers and Yahoo7. It has four objectives:
To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
To deliver the benefits of ad funded interactive experiences to Australians
To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers and the press
For further information about IAB Australia please visit: www.iabaustralia.com.au