IAB to tackle digital jargon

22 October 2014

Even insiders are bamboozled by the terminology - from programmatic and data pools to DMPs and premium content, there is no shortage of phrases, buzzwords and tools.

Speaking to AdNews after today's IAB and Adap.tv. presentation, head of digital at GroupM, John Miskelly, said while the report gives a good insight into the market, it would be good to “button down on the definitions” for next year as there are plenty of mixed interpretations and misunderstandings about what certain things mean, even within the industry.

IAB CEO Alice Manners echoed Miskelly's views and said the IAB would be working to fine tune definitions to bring clarity, adding that next year the report will be bigger, more in-depth and we can expect more involvement from other industry video players.

The report surveyed more than 130 media professionals on the buy and sell side of digital advertising. When asked if the amount of respondents would rise next year, Manners stressed it is not about the amount of people that take part, but it's about ensuring they have a good balance from both buy and sell sides.

See our earlier news story for the initial results of the State of Video report.

With buyers indicating they are looking to increase their digital video budgets by 37% in the coming year, a panel at the IAB event stressed three key points about what needs to happen over the next year.

This includes upping not just inventory, but quality 'value' inventory, improving measurement aspects of the online video space and carrying out regular a 'health check' across the board – focusing aspects such as ad verification and fraud.

News Corp's head of commercial platforms and products, Cameron King, used the Wall Street Journal and BuzzFeed as examples of publishers that are using online video well.

“I don't see many publishers in Australia looking at video publishing for a mobile world,” King said.
“There is a critical need for publishers to look at mobile first here.”

Director of research at the IAB, Gai Le Roy, said while last year saw marketers dabbling in video advertising, to the detriment of print advertising, from which advertisers moved budget, this has shifted in 2014 as marketers increased their cross-screen planning to see a larger amount coming from free-to-air TV budgets.

“Budgets are shuffling and we are seeing some really big changes,” Le Roy said.
She also said while typically in the US and UK people deflect budget from display and search to put into video, in Australia it's the free-to-air TV budgets that are taking the hit.

Le Roy also stressed that the biggest obstacles in programmatic buying involved lack of clarity or different styles of campaign reporting, a lack of process and systems and a lack of expertise. A total of 6% also said they didn't know where to allocate the programmatic buying budget.

For more on the report check out the next print edition of AdNews and for more in the IAB news see below:

Online video to rise 37% as digital takes spend from TV and print

Google pushes hard with YouTube venture

Google GroupM ad deal to help shore up 'scarce' premium video inventory

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