IAB Baltics

IAB Europe Releases First Attitudes to Retail Media Report Revealing Key Trends & Growth Areas in Europe for 2024, offering a fully comprehensive overview of the current status and future trends driving Retail Media in Europe as determined by the buyers and sellers in Retail Media advertising. Key findings reveal that half of buyers are already partnering with Retail Media Networks and are shifting budgets from other marketing channels to fuel Retail Media investment. The survey developed by IAB Europe’s Retail Media Committee received over 160 respondents from advertisers, agencies, and Retail Media networks in 31 markets. The majority of respondents (80%+) manage annual advertising budgets of €1m or above and are investing more than 41% in digital advertising. Many of the respondents were either Heads of Retail Media or Media Directors. Key Findings from the Report: Retail Media Adoption is Still Nascent:  The report highlights that while Retail Media is a widely discussed topic, its adoption is still in the early stages. Only 50% of buyers have partnered with a retailer or Retail Media Network for more than one year. Spend Diverted from Other Marketing Budgets: Half of buyers are reallocating funds from other marketing channels to retail media, particularly from linear TV and performance marketing budgets. On-Site Opportunities Dominate Investment: Currently, most retail media investments focus on on-site opportunities, indicating potential growth in off-site and in-store advertising in the coming year. Data Access and Point of Sale Reach Drive Investment: Nearly 90% of buyers are motivated by the access to retailer first-party data, and three-quarters of buyers are drawn by the opportunity to reach consumers at the point of sale. Fragmentation and Lack of Standards Hinder Investment: Approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. Retailers also face challenges with operational elements and technological requirements. Measurement Options and Audience Reach are Key Retail Media Network Evaluation Criteria: Around 75% of buyers consider measurement options and audience reach crucial when evaluating Retail Media Networks (RMNs) within the same category. #RetailMedia #IABEurope #DigitalAdvertising #IABBaltics

We are delighted to invite you to the virtual MIXX Awards Ceremony, where the winners of 2024 awards will be announced! Date: 18th July Time: 15:00 CET This year’s ceremony promises to be an unforgettable virtual event hosted by Callum Smith, Marketing Strategy Lead on Creativity at TikTok who some of our esteemed judges will join to reveal the winners. Before the winners are announced, we'll unveil the shortlisted candidates, building anticipation for an engaging and suspenseful ceremony you won’t want to miss. Expect to witness the recognition of outstanding talent and groundbreaking work that has set new standards in digital advertising across Europe. The MIXX Awards celebrate those who have pushed boundaries and delivered some of the most impactful and innovative campaigns. We look forward to celebrating the incredible achievements and latest innovations of our industry with you. Register here:

An Important Update From IAB Ukraine's CEO Anastasiya Baydachenko: Dear Colleagues, As I am writing these lines over Kyiv, the air siren sounds for the fourth time today. Since 2 o'clock in the morning, we have been attacked by strategic aviation missiles, ballistic and aero ballistic missiles. The most powerful attack occurred from 9:52 and lasted almost two hours. Kyiv, Dnipro, Kryvyi Rih, and Pokrovsk came under attack. In Kyiv, the impact destroyed the entrance of a residential building (people still could be heard under the rubble), the 2 upper floors of another, and the key Okhmatdyt hospital (Maternity and childhood) was critically damaged, the children dialysis unit was damaged, and children were under the rubble. Now emergency services are trying to dismantle the rubble, but for the fourth time we hear an alarm, it means that new strokes are possible. Kids from the oncology ward in masks just sit on the street, waiting to be evacuated to other medical facilities. The doctor who was operating during the alarm was blown away by the blast wave, but fortunately both he and the patient are alive. Pillars of smoke and fire from fires at the impact point are visible above Kyiv. Volunteers and emergency services are trying to clear the rubble of hospital in the hope that there are survivors. As of 12:50 p.m., there AT LEAST are 23 dead and 66 injured across Ukraine  Kyiv 11 dead and 18 injured.  Kryvyi Rih 10 dead and 41 injured.  Dnipro 1 dead and 6 injured.  Pokrovsk, Donetsk region: 3 dead. This war continues. This war is much more than a dispute between two countries, it is an ideology and values war. We still need Air Defence systems, missiles, F16 military aircrafts. For Ukrainians it's not a matter of ambition, it's a matter of survival. Anastasiya Baydachenko, CEO, IAB Ukraine To donate directly to hospital from abroad Beneficiary: OHMATDYT IS HEALTHY CHILDHOOD Account#: UA073005280000026003000025114 Beneficiary’s bank: OTP BANK JSC SWIFT code: OTPVUAUK Purpose of payment: Charitable donation

Join Us next Week for the International Knowledge Exchange! Join us on the 9th July for the next IKE virtual event where we will host a series of panel discussions and a keynote presentation on measurement and currency, metrics and data. One of the sessions, hosted by IAB Europe, will look at data strategies in a post cookie-less future. Moderated by Pete Danks, VP of Market Activation, Magnite & Lead of IAB Europe's Post Third Party Cookie WG, he will be joined by GroupM, Wavemaker and Kleinanzeigen. Register for free below.

IAB Europe, along with Sustainability Standards Committee, aims to facilitate dialogue among members across the digital advertising ecosystem and strives to provide guidance that bolsters the industry’s sustainability efforts. Together with the members, we have developed a glossary of key terms and recommendations to standardise language, ensuring consistency and relevance in discussions about sustainability in digital advertising. The purpose of this glossary is to educate the Industry and align stakeholders when advancing to achieve sustainability in Digital Advertising. #digitaladvertising #sustainability #iabeurope #iabbaltics

The rapid growth of e-commerce means Retail Media has reached critical mass – riding a third wave of digital advertising. From 2012 to 2022, the online share of retail trade more than doubled in the UK and more than tripled in Germany, with a 26.5% and 19.6% share respectively according to the Centre for Retail Research. IAB Europe also forecasts that Digital Retail Media advertising spend will exceed €21bn by 2026. To help stakeholders navigate the rapidly growing world of Retail Media, IAB Europe’s Retail Media Committee has taken the lead in defining Retail Media and sharing key expertise through a newly updated comprehensive 101 Guide to Retail Media. This guide, originally released in September 2023, has been refreshed to provide even more valuable insights and updated information, making it an indispensable resource for anyone involved in the digital advertising space. What's New in the Updated Guide? To help stakeholders take the lead and stay informed, our Retail Media Committee has updated the guide to include the following areas: 1. Harmonised Definitions We have introduced new pan-European, harmonised definitions of Retail Media, including on-site, off-site, and digital in-store. These updated definitions ensure that everyone in the industry has a clear and consistent understanding of the key concepts and terms. 2. Enhanced Measurement and Metrics The updated guide includes an expanded measurement and metrics section, featuring more information on IAB Europe's recently released Retail Media Measurement Standards. These standards are crucial for accurately measuring and evaluating the success of Retail Media campaigns. 3. Path to Purchase Infographic A new Path to Purchase Infographic has been added to illustrate how retail and commerce media can be bought. This visual guide simplifies the purchasing process, making it easier for stakeholders to understand and navigate. 4. New Case Studies We have included new case studies to provide real-world examples of successful Retail Media campaigns. These case studies offer practical insights and lessons learned, helping stakeholders apply best practices to their own campaigns. 5. Updated Best Practices The best practices section has been updated to reflect the latest trends and strategies in Retail Media. This section provides tips for optimising Retail Media campaigns and achieving the best possible results. Why You Need This Guide Whether you are a buyer or a seller, this updated 101 Guide to Retail Media is an essential resource for staying ahead in the digital advertising landscape. By providing clear definitions, comprehensive insights, and practical tools, the guide empowers stakeholders to make informed decisions and drive desired outcomes.

Towards an Inclusive, Safe, and Innovative Digital Europe 🇪🇺 IAB Europe has released its Guiding Principles paper outlining the vision for a sustainable and responsible future for digital advertising in Europe! This is a crucial time for the industry to shape the future of the EU's digital economy IAB Europe calls for collaboration between industry, policymakers, and civil society to build trust and foster a thriving digital advertising ecosystem. The paper emphasizes: Improved dialogue with policymakers and regulators on digital advertising policies; Encouraging innovation and growth in digital advertising while upholding EU values. You can download it here:  #IABEurope #DigitalAdvertising #Innovation #Collaboration

We are proud to support the Global Media Sustainability Framework, which was released this week by the WFA's Global Alliance for Responsible Media and Ad Net Zero. Through our Framework & Methodology Working Group, part of our Sustainability Standards Committee, we worked with National IABs and corporate members to shape the framework's digital aspect. Our goal is to help guide the industry towards more sustainable practices. The press release below explains the framework in more detail. Read more - https://lnkd.in/emAcWCwE

Google News Showcase launched in Lithuania 🇱🇹, Latvia 🇱🇻and Estonia 🇪🇪. 🗞Google News Showcase is online news experience and licensing program for News publishers. It is launching in Baltics with publisher partners 15min, Kas vyksta Kaune, LA/TV24 Group, Latvijas Televīzija, LRT - Lietuvos nacionalinis radijas ir televizija, Naujienų centras, MadeinVilnius.lt, Õhtuleht, Postimees Grupp and TVNET GRUPA! Congratulations to all of the partners and the News partnerships and product team on this launch 🚀

🇪🇺 Dive Deep into Digital Marketing in Europe & the Baltics! [Webinar] Join our exclusive webinar to unlock the latest IAB Europe AdEx Benchmark Report 2023! Get data on 29 European markets &🆕 quarterly insights to understand digital ad growth Highlights: European digital ad market up 11.1%! (US only grew 7.3% ) 13 European markets in double-digit growth! (Turkey leads at 50% 🇹🇷) Social & video ads are on fire! (up 18.2% & 20.9% ) Podcasts are booming! (driving a 32.5% rise in audio spending ) Connected TV is outperforming non-social video! (growing 23.5% ) What to expect: Presentation by Kaarel Oja, Chair of IAB BALTICS AdEx Task Force Deep dive into the Baltics region data Q&A with Kaarel to get your questions answered!  ️ Register now & share with your colleagues! Questions? Contact us!