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Australian Digital Ad Market Continues to Outpace Industry Overall
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Digital ad investment lifts with retail advertising surging in 2021
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IAB calls for submissions for MeasureUp 2021
May 6, 2021 10:53
IAB has called for speaker and session submissions for the MeasureUp conference 2021, closing on 18 June.
The announcement:
IAB Australia has announced that the MeasureUp conference will return for its 5th year on 27th October and is seeking submissions for smart and engaging speakers, sessions or workshops from Australia’s media and marketing industry. As investment in digital advertising continues to outpace the rest of the media sector representing two thirds of the paid advertising market, the changes in third party cookies, changes in privacy regulation, continued digitisation of traditional channels, cross media measurement challenges for media owners, agency and advertisers makes the MeasureUp conference more crucial than ever.
April 22, 2021 7:00
As Nielsen prepares to reveal the methodology for its new-look Digital Media Ratings, IAB Australia has revealed it will not endorse the new product.
Nielsen has confirmed to Mumbrella it will do a “soft-release” of the latest dataset to clients but not the public today, 22 April, but the new audience data won’t be supported by the IAB. Nielsen and IAB first announced a new “privacy-compliant and future-proofed audience measurement system” in September 2020.
The IAB Australia’s Board, Executive and Measurement Council represents 15 media and agency organisations, and in a statement, said it believes that having a “robust, transparent, standardised currency from an independent measurement vendor is vitally important in providing a level playing field for comparison of audience reach and characteristics and provides confidence to advertisers for planning decisions on where to invest their media budgets”.
“Despite the impact of COVID-19 on advertising budgets through 2020, usage of digital audio has continued to grow. Over the last 5 years, digital audio market has evolved from experimentation into a more strategically driven brand building approach.” –Gai Le Roy, CEO, IAB Australia
Key points from the executive summary:
Audio is playing a more consistent role in media plans than it did 5 years ago. 69% of media agencies now have streaming digital audio advertising as a significant or regular part of their activity and 36% have podcast advertising as a significant or regular part of their activity (increasing from 33% last year).
“With this Wave 5 of State of the Nation we can see usage of digital audio platforms maturing and playing a more consistent role in media plans.” –Richard Palmer, Director of Market Development (APAC), Triton Digital
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