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Hello <<First Name>>,

Welcome to the February 2017 edition of  Digital Direction, the monthly newsletter from IAB Ireland, the trade organisation for Digital Advertising in Ireland.

IAB Connect 2017, one of our key annual events, will take place on Thursday 6th April in The Guinness Storehouse from 8.30am-1pm.

In the rapidly evolving world of digital, the digital convergence of data, creativity and technology is truly redefining advertising as we know it. UserX is central - with brands and media owners creating competitive advantage by putting customers first.

The theme for this year's event is Digital Convergence - Redefining Advertising and will feature speakers from a range of organisations including Facebook, Diageo, Quantcast, General Mills, Ve Interactive and Sheology Digital.

As outlined in our January newsletter, programmatic continues to be an important theme for the online advertising industry both in Ireland and abroad and it features as one of our key topics for the event. Food Content Marketing, Social Media Advertising, Retail & Purchase DecisionsBrands Driving Conversion and Maximising ROI are also themes for the day. 

Take a look at our speaker line-up so far:

  • Grainne Galvin, Brand Manager at General Mills - Grainne will share the planning and activation around the recent ‘I love my age’ campaign for Yoplait
  • Gawain Owen, Head of Programmatic, Diageo - Gawain will talk about Programmatic and the opportunities and challenges it offers
  • Brian O’Keeffe, Managing Director, Ve Interactive - Brian will share case studies on how brands drive conversion and maximise ROI from digital advertising
  • Ariana Dunne, Chief Commercial Officer, Sheology Digital  - Ariana will speak about Food Content Marketing and how brands can combine insights and creativity in content marketing to turn the needle on brand outcomes
  • Aurelien Dubot, Senior Product Marketing Manager EMEA, Quantcast  - Aurelien will discuss the recent Quantcast and Basis Research global research study which measured the role that brands, advertising and other touchpoints play in shaping purchase decisions across 8 product categories
  • Facebook, in collaboration with IAB Ireland’s Social Media Council, will have new Irish case studies to share, highlighting the power of Social Media Advertising and the do’s and dont's to maximise the results of your campaigns
  • Suzanne McElligott, CEO, IAB Ireland will share highlights from the full year 2016 IAB PwC Online Adspend study as well as updates on IAB initiatives and their rollout in our market
  • Agency panel discussing how the role of agencies is evolving in a world of digital convergence, and the value they bring to brands and to the digital ecosystem

Register here for early bird rates

With thanks to our sponsors:

Media Partner: 

Miss an edition of Digital Direction? Catch-up in our Newsletter Archive.

All the best
The IAB Ireland Team

IAB Ireland Native Breakfast Series

IAB Ireland has developed the Native Advertising Breakfast series which provide a great opportunity to listen and learn about native advertising through brand case studies and campaign overviews.

Our most recent breakfast in the series featured Conor Barron, Digital Communications Manager, Bord Gáis Energy.  

Click here to download the infographic detailing all of the key take-outs from the session and visit the events page on our site to see when the next session in the series will take place.

Value of Advertising study: Economic contribution of advertising in Europe

The first-ever EU-wide report to isolate the economic and social contribution of advertising highlights its ability to drive economic growth across the EU. The report finds that every Euro spent on advertising powers a seven-fold boost to GDP, encourages innovation, supports employment and helps fund vital services.

Using econometric modelling, the study, conducted by Deloitte and commissioned by the World Federation of Advertisers and other industry partners, found that advertising contributed nearly 6m jobs across the EU and 46.% of total GDP.  The report also highlights the free services that online advertising funds and warned against further restrictions being imposed on the European ad industry in the revised ePrivacy Regulation. On average, 1 Euro of advertising spend generates 7 Euro for the economy 

Download the full report here or view the infographic associated with the report.

IAB Ireland Welcomes New Members to the Community

IAB Ireland are also delighted to welcome our new members to our community:

AdTower Ltd deliver brand audience and impact through their strategically placed digital advertising

Sheology Digital bring female reach across parenting, youth and general female channels.
Sheology have also just announced the appointment of their new Chief Commercial Officer, Ariana Dunne who will be responsible for developing Sheology's growing agency client portflio, and will speak at the upcoming IAB Connect event.

Ve Interactive provide conversion enhancing technology and digital advertising, in one integrated platform.

Click here to find out more about joining IAB Ireland and all of the membership benefits

Which video ad formats work for brand building?

IAB Europe invites the industry to share insight into current video ad format usage and trends to elevate understanding of the landscape across Europe.
Take the time to complete the survey and you will receive a copy of the results outlining the most popular video ad formats by market.
The survey will take no longer than 10 minutes and will close on Friday 3rd March.

In Brief - IAB Ireland News Round-Up

EMEA Video Benchmarks Report 2016, Videology have just released the EMEA Video Benchmarks 2016 report

- IAB Ireland Digital Dinner (members only) takes place on 1st March, with Orlaith Blaney, Group Head of Brands and Marketing at Ervia, as the guest speaker

- IAB Europe released a fun Valentine's infographic , it's a great piece on Cupid, retail and advertising!

Key Operational Considerations for Native Webinar, the next in the series of native webinars takes place on Feb 28th at 3pm

Native advertising & Content Marketing webinar featuring @iabireland Maeve O'Meara available to view 

- IAB MIXX Awards 2017  THE MIXX Awards recognise and celebrate the year’s best digital advertising campaigns in Europe

IAB Europe Interact conference 23-24 May, Amsterdam, Interact is the premiere gathering of Europe’s digital advertising industry where leading advertisers, industry experts, agencies and media owners come together to celebrate the achievements of the industry

- Using Data Effectively in Programmatic, a white paper from IAB Europe providing guidance on the types of audience data and how to use it more effectively.


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