Iab: Simplify And Inspire Podcast

Digital advertising in Australia hit $11.4bn in financial year 2021. In this podcast industry experts James Bayes, General Manager ANZ at The Trade Desk and Juliette Stead, SVP Head of JAPAC at Magnite discuss data and trends from the recently released IAB Australia Online Advertising Expenditure Report See omnystudio.com/listener for privacy information.

The current boom in the digital advertising industry along with experienced industry talent moving home to other markets due to COVID and changes to working visa rules in Australia are all factors contributing to significant shortages in talent currently. See omnystudio.com/listener for privacy information.

Audio has made a serious comeback and advertisers are coming around to its ability to reach captive audiences. There is a massive appetite for podcasts and the creative opportunities therein with an engaged audience are boundless, streaming offers an abundance of data, radio has phenomenal reach and voice activation with home assistants has yet unrealised potential. In this episode we hear what Ralph van Dijk, founder of Eardrum, has to say on the audio market and exciting opportunities of audio creative.See omnystudio.com/listener for privacy information.

As investment in social video advertising increases marketers and agencies are looking for new ways ensure their brands are in suitable environments. We are Joined by Brian J. Quinn, President of OpenSlate, which has just opened an APAC office in Australia. OpenSlate plays purely in the social video space, and we discuss video advertising environment and brand safety. Particularly, we get into the advantages of pre-screening the environment and the kind of checks and balances that go into making sure you don’t advertise in the wrong place in the first place.See omnystudio.com/listener for privacy information.

In this episode we talk to Justin Papps and Dan Robins from the CMO Advisory practice at PwC Australia on the current state of marketing investment. We analyse why, after decades of evidence proving brands that hold or increase their advertising investment in a soft market outperform their competitors, this is not happening in the local market. We also discuss the opportunity to revisit marketing metrics as tech & regulation change as well as importance the most powerful marketing lever that is often neglected in marketing optimisation models – creative.See omnystudio.com/listener for privacy information.

The methods that marketers, agencies and publishers are using to target and measure digital ad campaigns continues to evolve. In the first episode of 2020 we chat with Travis Clinger, Vice President Global Strategy and Partnerships at LiveRamp, about how changes in tech, regulation and consumer preferences are changing identity solutions for marketing as well as driving greater collaboration across the industry.See omnystudio.com/listener for privacy information.

In the last episode of the year we talk to Colm Dolan, CEO and Founder of Publift, and James Prier, General Manager at Beachgrit. We cover a lot of ground with the boys here, including changes to the publishing world, what the media landscape looks like now and changes in content consumption. We talk surfing and the surf industry media, how Beachgrit used programmatic to grow its business and the role great content played in that expansion. We dip into privacy and data, and a whole lot more.See omnystudio.com/listener for privacy information.

Out-of-home (OOH) advertising as we know it has been around since the early 1800s but has recently gone digital – and it’s quickly becoming a big part of the digital ecosystem. The digital component now makes up over 50% of the entire OOH market in Australia. IAB Australia has convened a Digital Out of Home (DOOH) Taskforce to examine and analyse this exciting rising star of advertising and in this episode we talk to taskforce members Yun Yip, VP Partnerships & Country Manager at MediaMath AUNZ, and Steve Geelan, Group Director - Channel and Solutions at oOh! about programmatic DOOH, scale, inventory and how Australia compares with other markets.See omnystudio.com/listener for privacy information.

Index Exchange started as a small self-funded tech company in Canada and now has 12 offices across seven countries. IAB CEO Gai Le Roy talks to Adele Wieser, Regional Managing Director, APAC and Alex Gardner, Chief Revenue Officer at Index Exchange about the difference in international markets and the advantages and disadvantages of growing up outside Silicon Valley. We dig deep into trust, specifically what the future of digital advertising might hold when it comes to consent, data and a world sans third-party cookies.See omnystudio.com/listener for privacy information.

In the latest podcast IAB CEO Gai Le Roy talks to Suzie Cardwell, General Manager, Data Solutions at News Corp, about data, how it’s segmented to connect the right audiences and advertisers and how it comes to be valued. And of course, if you’re talking data today, you need to talk privacy and consent and the changes approaching with the death of the cookie. We dig into it all. See omnystudio.com/listener for privacy information.

Soft or hard metrics? Do more metrics translate into business success? What dictates the metrics you use to measure your spend? In this episode we chat with Dr. Ofer Mintz, a senior lecturer at UTS Business School who has dedicated a good deal of his professional life to understanding the economics and metrics of digital marketing. We discuss marketing metrics around the world, the organisational drivers behind those metrics and how cultural differences play into it. We also delve into his thoughts on what educational institutions are doing to prepare students for careers in marketing, among other things.See omnystudio.com/listener for privacy information.

We recently received a visit from Sonia Carreno, President of IAB Canada, and it was too good of a podcast opportunity to pass up. Sonia is a trove of digital knowledge, and we get into data and privacy as it relates to consumers and what the industry can do to improve and relate the value exchange in digital experiences, transparency, the supply chain and the differences and similarities in the Australian and Canadian ad markets and the digital talent pool.See omnystudio.com/listener for privacy information.

In our latest episode we dive into the rebirth of audio and audio advertising with Chris Blackburn, Global Head of Partnerships at SoundCloud, and Jonathan Mandel, Head of Digital Commercial at Southern Cross Austereo. These audio experts discuss how to achieve reach, frequency and engagement, the role of voice and smart speakers, and the variety of different formats for marketers – both now and in the near future. They also talk about clarifying the terminology and processes that are involved in audio (included in the IAB’s Audio Buyer’s our Audio Council produced for clients and agencies). This is a must-listen for anyone involved in (or looking to get involved in) digital audio advertising.See omnystudio.com/listener for privacy information.

The more light we shine on supply chains, the less fraud there will be. But can we ever eliminate fraud? We talk to Eric Bozinny, Director, Inventory Quality at Pubmatic, about transparency, bot fraud, supply path optimization and media quality-control. We delve into how the buy and sell sides can manage inventory and what technical tools exist (and are coming) to manage quality and reduce fraud.See omnystudio.com/listener for privacy information.

In the latest episode we discuss a landmark birthday. Digital advertising is 25 years old, and we take a trip down memory lane with the diversely talented Phil Cowlishaw, Head of AdCloud, APAC at Adobe. Adobe has just released its “Now We're 25: Digital Advertising Grows Up”. Gai and Phil run through the milestones - from the first banner ad in 1994 to the present day, we look at the evolution of digital marketing and advertising, data, analytics and user experience.See omnystudio.com/listener for privacy information.

What is an ideal time for an advertisement to be exposed to an individual? In this episode we chat to Jessica Miles, Sales Director, ANZ at Integral Ad Science (an industry leader in verification and measurement) about viewability and new Australian benchmark data for “time in view” metrics. The new time data is showing strong results with viewable digital ads on desktop have an average exposure time just shy of 12 seconds and video ads having an average in view duration of 13.5 seconds. We move into the role creative plays in time metrics and how it can be used to shape strategy and investment. Viewability rates continue to increase driven by buy side demands and changes that sellers are making to meet those demands. We also talk fraud, Digital Out Of Home, Connected TV, the NZ market … basically we get an update from Jess on all things digital.See omnystudio.com/listener for privacy information.

Which ads work and how and why do they achieve their goals? The IAB Ad Effectiveness Council recently released its "Guide to Designing Digital Ad Impact Studies", and in the latest episode we discuss testing and measuring the impact of advertising with two of the guide's authors, Andy Ford, Head of Marketing Science, ANZ at Facebook and Mark Duffy, National Head of Product and Partnerships at Columbus, a Merkle Company. We run through setting up experiments, what to measure, which metrics to use (and not to use) and the role and value of creative.See omnystudio.com/listener for privacy information.

We chat to Prue Cox, Director of Marketing Solutions at LinkedIn, about how to drive business revenue and implement brand solutions with business-to-business marketing and advertising. Prue discusses with Gai the emotional journey of good marketing, the impacts of privacy changes and the GDPR in B2B verticals and across LinkedIn, what makes a good and innovative ad and the role creative plays in that.See omnystudio.com/listener for privacy information.

Audience measurement starts with a person and specific behaviour or action, but there is a lot more to it behind the scenes. In the latest podcast we chat to international guest Amanda Tarpey, SVP Product Leadership at Nielsen, about Nielsen’s digital audience products. IAB CEO Gai Le Roy and Amanda cover cross-media measurement progress and comparable metrics, recommendations in market, open-source solutions and a lot more.See omnystudio.com/listener for privacy information.

In this episode we look at the impacts of programmatic and real-time bidding on the buying and selling of television and on-demand advertising and where and how the two meet. We talk to two recognised experts in the field, Sarah Keith, managing director of Publicis Media Exchange, and Krish Raja, platform sales director for Amobee, (back by popular demand to rehash some of the more contentious points from their debate at Programmatic Summit 2019) about the ongoing changes in trading different forms of video advertising inventory, the convergence of TV and CTV, the data involved and emerging consumer driven shifts.See omnystudio.com/listener for privacy information.