Phil Townend shortlisted for Ad Tech Personality of the Year, APAC
We’re excited to announce that Phil Townend, Unruly’s Chief Commercial Officer, Asia Pacific has been shortlisted for Ad Tech Personality of the Year at The Wires APAC!
In its 5th year, and new to APAC, Ad Tech Personality of the Year recognises an individual, who has had a significant impact on, and made a significant contribution to the ad tech industry.
Phil joined Unruly in 2010 as it’s first executive hire. As EMEA MD, Phil grew the European business to six offices before leaving for Singapore to launch Unruly APAC in April 2014. Unruly now has offices in Singapore, Tokyo, Seoul, Sydney, Melbourne, Brisbane, New Delhi, Mumbai, Kuala Lumpur with 3 more to open this year.
Phil is into his 3rd year on the board of the newly expanded IAB South East Asia and India having previously been Chair of content Committee. He passionately believes that great content and non-invasive, permission-based ad delivery will be key to preserving the future of the ‘free internet’.
Phil has been nominated alongside peers from The Trade Desk, Publicis Media and the IAB.
In an effort to showcase great advertising and demonstrate how Mumbrella’s site can be used as a tool to reach a large audience of marketers, the company decided to host its own ‘best ad’ contest for new and original work.
The idea was to seek out the most creative and progressive ideas the industry had to offer.
Unruly came out on top and was chosen by Mumbrella’s editorial team and Mumbrella readers as one of two winners alongside Trouble Brewing. As a result, Mumbrella will run the winning creatives free-of-charge on their website for 100,000 impressions.
“The aim of the competition was “to celebrate the industry at its best and also showcase how Mumbrella can work with agencies, media owners and brands as a partner to help spread their message across our specialist audience or marketers” – Dean Carroll, General Manager, Mumbrella.
“This win demonstrates the incredible creative talent we have at Unruly, and I could not be prouder of our team in Singapore who are always going above and beyond to deliver quality and excellence, while bringing a sense of fun and ‘Unrulyness’, to everything we do.” – Louise Tullin, CMO, Unruly.
UnrulyEQ+ combines data and insight from News Connect and UnrulyEQ
Driven by the combined assets of UnrulyEQ – a unique suite of emotional testing and targeting capabilities, and News Connect – News Corp Australia’s audience targeting and campaign activation platform, UnrulyEQ+is Australia’s most advanced toolkit for creative and media optimisation.
UnrulyEQ+allows advertisers to test and optimise video content for emotional impact, identify the key triggers for a desired audience and match this data with News Connect data to build powerful audience segments of viewers who are most likely to engage with the campaign.
Speaking about the launch of UnrulyEQ+, Ricky Chanana, Managing Director AUNZ, Unruly commented: “By joining forces with our News Corp Australia family, we’ve created an incredible targeting product for Australian marketers. UnrulyEQ+combines the entire suite of UnrulyEQ insight and optimisation products with valuable News Connect data for targeting. The fact that we can then apply that targeting not only across News AU sites but also the entire Unruly network as well, this is really going to blow some minds.”
News Corp Australia’s Managing Director of Digital Solutions Neil Robinson said: “Our marketing partners tell us they need safe, trusted environments to deliver their video content.
They also need innovative targeting solutions for audiences that deliver on their marketing outcomes – awareness, consideration and action. UnrulyEQ+ delivers truly unified and qualified video targeting to engaged audiences in safe premium publisher environments. This marriage of capabilities means UnrulyEQ+ is uniquely positioned to deliver premium ROI.”
By combining Unruly’s expertise in understanding cognitive and emotional triggers, together with cultural data from the Hofstede Insights, thanks to an exclusive relationship with MediaCom, UnrulyEQ+ allows advertisers to overlay News Connect data in a true end-to-end insight solution for optimising video campaign strategy.
News Connect combines audience demographic, behavioural and transactional data from 12 million Australians every month across News Corp Australia’s properties with transaction, search and behavioural data from selected strategic partners.
UnrulyEQ is a product suite which delivers higher emotional impact and better business outcomes for advertisers using the power of video.UnrulyEQ uses a combination of audience panels, facial coding and machine learning to help advertisers understand the emotional triggers in their advertising and build out target audiences for campaign distribution. This tool is complemented by Unruly Edit Suite, which provides content optimisation solutions based on the emotional data.
UnrulyEQ+was unveiled at Come Together, the annual showcase hosted by News Corp Australia in Sydney and Melbourne, and is available to buy now from Unruly.
Click here and fill in the form to speak to one of our team and find out more about our UnrulyEQ+ offering.
Last week, Unruly CEO Norm Johnston, and our Global SVP of Data Partnerships, Sam Sherson, spoke to a packed room of brands and advertisers at the Manchester United football ground, Old Trafford on sports advertising, the future of media and Unruly’s Sports Buy-Out offering.
Here are some highlights of the talk which includes the future of live sports programming, the new stadium experience and how voice will change the way we engage with sport.
Watching the game, the battle is on!
Technology (hardware and software), viewing habits, the battle between subscriptions, pay-per-view, OTT and free-to-air, the rise of mobile, and advertising spends all play a part in the battle for a slice of the huge revenues on offer, the stakes have never been higher!
Even though people are watching more on-demand and streamed programming, content which is best watched live, such as news and sports, is able to survive and thrive.
The viewing experience of such content has perhaps grown in importance precisely because time is of the essence: recording a live football match and watching it later, for example, is the exception rather than the rule… but advertising strengthens around traditional viewing habits. Therefore, given sports fans’ preference for watching a sporting contest live, such programming remains a strong source of revenue for advertisers.
Could Amazon or any of the tech companies sweep in and seize the initiative? They have the technology. They have the audience. And they certainly have the cash. But do they have the ability?
As tech giants continued their push into live sports during 2018 – Facebook bought the rights to show top-flight Spanish football in the Indian subcontinent, with matches free to watch, and in the UK, Amazon won the rights to show 20 Premier League fixtures as part of the deal for 2019-22.
Jeff Bezos’s company – the second in the world to be valued at one trillion dollars, after Apple – had hoped its coverage of the US Open would improve on other streaming services’ problems with their delivery of live sports. It didn’t go well. Amazon received so many complaints about its coverage that the company prevented more from being posted. Poor picture quality and a lack of recording options were among the features criticised.
The stadium experience
The future of live sport isn’t just about augmenting the on-field action with new information or content. In fact, that may be the least of the changes we will see inside the stadium. Much bigger shifts in the experience are beginning to take hold, and they’re being driven by AI!
AI is already enabling companies to build more conversational ways to interact with fans in the stadium environment. The New York-based company Satisfi Labs builds AI-powered “virtual concierges” that fans can chat with online. The company built a bot for the Atlanta Braves that’s embedded in the Major League Baseball Ballpark app and can answer questions that fans have about the players and the game.
This technology is part of a growing number of so-called “chatbots” that enable fans to interact with technology using natural language processing. Increasingly, users will interact with these bots through apps they already use, such as Facebook Messenger or WhatsApp, in much the same way they interact with friends and family. You’ll add a bot as a “friend” in the app, and just send it questions and receive responses.
To date, the focus of these systems has been on one of two roles. Firstly, providing information about the team and its players such as when the next game might be or how many goals a player has scored in a season.
Secondly, in simplifying and facilitating many of the normal aspects of a fans’ experience in a stadium, such as ordering concessions or finding a free parking spot. It is in this second space where we will see the most progression as organisations look to make continuous improvements to the in-stadium experience by tapping into the wealth of data that their customers generate.
The rise of voice
The next stage for conversational interfaces is the move beyond text into the realm of voice. Virtual personal assistants (VPAs), like Apple’s Siri and Amazon’s Alexa, are becoming more advanced and more mainstream, and it’s happening quickly: “smart speakers” like the Amazon Echo are spreading faster than any other recent consumer tech product according to the research firm Canalys. Some estimates put the rate of adoption above even that seen by smartphones in the mid-2000s.
Soon, instead of turning to a chatbot on your phone to learn about a stadium, you’ll just ask your VPA, which will also know about your preferences and habits. This will lead to another major leap in the power of this technology to affect the sport experience.
At home, you will simply have to ask your assistant to book your tickets and it will be done in an instant. It will also recommend which train to get or arrange your parking spot, remind you when to leave, suggest a bar to visit before the game or ensure a beer is on order as you arrive.
The answer to any question you may have around the experience will be delivered immediately. People expect answers, whether they’re walking up to the stadium or three days before they get to the stadium; they want answers immediately.
Furthermore, because your assistant will know you and your preferences, eventually all of this may be done without you even having to ask. One possible progression from here would be for stadiums to try to build this assistance into the very infrastructure of the ground. Instead of having to pull out your phone to place a food or drink order, you could one day find in-seat Alexa devices ready to serve you. Other voice-based technology could be positioned throughout the stadium to provide directions or other information.
Click here to find out how you could stay ahead of the game with our Sports Buy-Out offering!
Our VP of Business Development in New York, Emily Kaufman, speaks about what she thinks the advertising industry would look like if it were launched from scratch tomorrow.
With the rate at which technology is, and has, grown over the past few decades, the ad industry has had to adapt and change at an exponential rate and quickly understand and adopt new ways of advertising to consumers.
This fast evolution is one of the contributors to the lack of clarity within the industry, which has had a rough time over the past few years. It seems like every few months a new story has arisen that’s pulled back the curtain on illegitimate practices including bid caching; wrapper neutrality; hidden exchange fees and concerns around third-party data.
At the recent U7 summit in London, industry experts and world-renowned brands discussed the issues of complicated supply chains, self-policing and a lack of global guidelines on transparency.
It’s not all doom and gloom though! Many companies in the advertising space are working hard to clean up the ad landscape by bringing transparency and trust back to the industry. Initiatives like the U7, and trade bodies like the IAB and Tag, are transforming the dialogue.
This got me thinking about what the advertising industry would look like if it were launched from scratch tomorrow. If we could start afresh what technologies, processes and standards would we put in place from the getgo to ensure the industry remained transparent and trustworthy while being as efficient and effective as possible?
Thinking along the lines of the IAB and Tag we’d need an independent organization to create a global standard or a set of protocols that companies who participate in the exchange would need to adhere to. An idea that often gets spoken about at Unruly is that of ID being a commodity rather than a USP.
In our current ecosystem, only a few media giants own people based identifiers, and this means smaller companies struggle. In our new industry, I’d make ID available for all, giving the market a more level playing field and allowing companies to work across borders.
On the subject of working together, I really believe our industry needs to learn how to do it better. If we were to launch again tomorrow I’d like there to be processes put in place to encourage collaboration and unity. Rather than battling against each other we should be looking at the overall picture and joining forces.
In our current industry, we’re too busy competing to find out how we are better together! This needs to be done, especially between the smaller independent companies, otherwise, there is not going to be any chance of competing against the walled gardens.
The next aspect that I’d look at is measurement. This is a constant gripe in our industry, with companies having different standards for metrics like viewability and CTRs. We’d need to launch with a set of standards in place for measurement from an independent governing body, much like the IAB is working towards in our current industry.
I also think that in the new world, we shouldn’t focus so heavily on the numbers, using them as metrics for how well a campaign performed. We both agreed that they should contribute alongside other metrics like brands collaborating with shops for instance, who could report on in-store sales during periods when the campaigns are run. With CTRs you are chasing empty dollars, there are only so many people who are going to click and if they do click it doesn’t mean they are going to follow through with a purchase.
Managed service vs. programmatic
Moving on to think about the managed service vs. programmatic debate, I wondered whether there would still be room for both in this new industry. I don’t believe, in its current state, that programmatic could completely replace managed service, it’s not quite there yet.
I wholeheartedly believe that in the world of the future, all premium publishing will be plugged into programmatic supply in a way that renders all formats successful and any data set that you want to use can be obtained programmatically, but we know that that’s not the case right now. So, if we were to launch again tomorrow with programmatic as it is today, I think we’d still need managed service until programmatic gets to the point where it can operate 100% efficiently on its own.
Data seems to be the buzzword of 2019 and in our new world, I’d have it regulated much more than it is today, and would call for an independent body to oversee the flow and exchange of big data sets.
I believe there will be a lot more second party data marketplaces in the future, where two first parties share their data. For example, BA and Avis are two companies that are non-competitive, one knows about car hirers and one knows about fliers, but collectively by exchanging data, they can start to build a more complete picture of their consumer.
In this new industry, direct data alliances between brands, publishers, and advertisers should be encouraged and the benefits conveyed to all. This would eliminate the worry of data being murky and fraudulent as it wouldn’t be bought from a third party who has bought it from someone else, it will be coming directly from the source!
The industry we have today is great, and it works for a lot of companies, but it’s nowhere near perfect. Thinking about how I’d like to see the industry if it started again tomorrow allowed me to take a step back and evaluate what needs changing in the one we find ourselves in.
Encouraging collaboration and the sharing of data, being more transparent with our practices, re-evaluating how we measure success, and looking at how we can make ID fairer is a great start and I really encourage everyone in our industry to think about how we could begin to make this all happen.
As part of our Emotions Uncovered: Nostalgia fortnight, with help from our Insight & Solutions Executive, Holly Morrison, we’ve dug through our emotional database to find the most Nostalgic ads, to try and discover why brands use this emotion to reach us.
Nostalgia by Vertical
By looking at the Nostalgia Global Norm in the UnrulyEQ database, we can see that it is an uncommon emotion for brands to evoke. This means that doing so could allow a brand to stand out in both its market and vertical by doing something different.
Feelings of Nostalgia can result in high brand metrics and follow up intent, as long as the video incorporates other emotions.
Focussing primarily on one emotion can lead to a lower overall positive response, so when using Nostalgia you should try to combine it with other emotions.
From a creative perspective, providing the opportunity for viewers to relive fond memories can result in improved relevance and impact for brands. Think about how you feel after hearing a favourite song, or seeing a beloved childhood character.
Many brands have capitalised on Nostalgia in their video ads over the past decade, some that spring to mind are John Lewis’ Elton John Christmas ad, Halifax bringing Hanna Barbera’s cartoon characters back to life, and this year’s return of ‘The Big Lebowski’ for the Super Bowl.
Nature Valley takes us back to our childhood
The granola bar brand, Nature Valley, released this ad in the US in 2015. During the ad, three generations are interviewed to find out how their childhoods differed.
Take a look, it’s really interesting…
In this ad, Nostalgia and Sadness outperformed the other intense emotional responses and both showed a huge increase compared to the Global Norm.
It is likely that viewers enjoyed hearing about the two older generations reminiscing about their childhood, with many likely relating to the activities described.
The realisation that the younger generation no longer enjoys the same things likely sparked the increased levels of sadness.
The high brand favourability and purchase intent showed that the video successfully connected the brand with the story.
Volkswagen makes us fall in love again
This ad, which was released by Volkswagen in Germany, and is one of the highest scoring ads for Nostalgia that we’ve tested within this market.
In the ad, VW heavily leverages the Nostalgia associated with the original VW campervan in order to create a halo effect for their new Multivan to benefit from.
This is assisted via the use of distinctive and familiar colour combinations and on-screen text that explicitly refers to the original model.
Evoking more positive emotions could increase brand favourability and follow-up intent, which are currently below-norm, this would increase the likelihood that viewers remember the ad and have positive brand associations going forward.
Internet Explorer takes it back to the 90s
This ad, launched in the UK in 2013 by Internet Explorer, showcases some iconic 90s products.
If you were a 90s kid, you will love it…
The ad evoked a high positive response, leading with considerably above-norm levels of nostalgia.
However, there is a slight flaw with this ad, shown by the high positive emotional response failing to drive high brand metrics.
The video spends almost a minute and a half allowing viewers the chance to reminisce about the technology and games they grew up with, implying everything was simpler (and better) in the 90s.
After this the brand shows viewers their new tablet, this contradicts the story they built in the main bulk of the video and likely confused viewers, reduced positive response and caused the below-norm brand metrics.
Telia brings back the VHS
This ad was released this year by Telia in Sweden and scored extremely highly for Nostalgia.
The increased levels of Nostalgia here are likely a result of viewers being reminded of family trips from when they were younger.
Also, parents can likely relate to their children being less interested in ‘old-fashioned’ types of entertainment and trying to encourage them to be excited about the things they used to play with when they were younger.
While Nostalgia was above the norm, the other key positive emotions for this video were below the norm – ensuring that the video focusses on evoking more than one emotion is essential to a strong overall response.
Providing more information about Telia at the end of the video would likely have driven brand metrics and follow-up intent.
So, what have we learnt?
We’ve seen that using Nostalgia in different ways can have varying positive impacts on audiences, and can impact the way they see different brands.
It’s important, however, to remember that Nostalgia works better alongside other emotions, and the story that the ad tells needs to link back to your brand, otherwise, you risk confusing audiences.
Click here to find out more about the UnrulyEQ database and our emotional testing capabilities.
The AOP Digital Publishing Awards are the only awards specifically designed to celebrate the work of the individuals and teams who fuel the success of the UK’s digital publishing sector.
The Operations Team of the Year Award seeks to recognise the contribution of the often-unsung heroes of online publishing – the advertising operations teams who ensure that all the creative innovations and incremental commercial opportunities are effectively implemented.
Unruly has been announced alongside four other finalists from News UK, The Telegraph, Sovrn and Bauer Xcel.
Judged by a panel of industry experts and senior publishing executives, the winners will be announced during a prestigious ceremony at Old Billingsgate, London on Thursday 27th June 2019.
“We’re thrilled to have been shortlisted for this prestigious award. Over the past year, our team have worked extremely hard, and overcome countless challenges. I’m often overwhelmed with their sheer determination, drive and passion for what they do, and am proud of each and every one of them.” – Mariya Petkova, Team Lead, Ad Operations UK.
We look forward to hearing the results in June, and wish the best of luck to all the finalists!
This week we announced the exciting news that Formula1.com outstream video is available exclusively through UnrulyX!
Formula1 join an existing roster of premium sports titles including talkSPORT, GiveMeSport and Sport Bible.
Sports ads are renowned for evoking strong emotions in viewers, especially if they involve an individual, team or sport that they particularly enjoy.
Think career-defining goals, record-breaking F1 racers flying over finish lines, incredible slam dunks and 160 mph slow-mo tennis serves (the stuff that makes the hair on the back of your neck stand up straight).
Come with us on a journey through some of the most incredible sporting ads to see how brands and advertisers evoke happiness, inspiration, amazement and other powerful emotions all through the power of sport.
FIFA World Cup
In 2014, McDonald’s launched ‘Gol!’, an ad that promoted their sponsorship of the FIFA World Cup in Brazil. It’s still one of our favourite sports ads of all time and tops the league of most emotional football videos.
This is thanks to the remarkable levels of amazement registered in response to the football skills shown. Further amplified by the powerful way in which the video showed that anyone can be great at football and to not judge people’s ability on their appearance.
When looking at viewer responses to the ad we saw that high levels of amazement, happiness and warmth were present across both male and female audiences. Showing that feats of sporting skill, in combination with a sense of unity, are an effective way to resonate with all audiences.
Another football ad that had a very strong intense emotional response was Carlsberg’s ‘Fan Academy’, which was launched in the UK in 2012 for the UEFA Euro 2012 competition.
This video successfully captured the English spirit and culture around football, allowing viewers to really connect and engage with the ad, whether a big football fan or not the video resonated strongly with most viewers.
Although the emotional profile of both male and female audiences differed slightly, this England-centric ad successfully provoked intense emotional responses across both genders, in spite of the lack of female representation.
Whilst males were more likely to feel proud and inspired by the patriotic (and somewhat bizarre) approach, females were more likely to laugh at the carousel of exaggerated and stereotypical male football fans on display.
Moving on to arguably the greatest sporting event of all time, the Olympics. If you were to compare the emotional profile of an Olympics ad to your average ad, you’ll see that pride, exhilaration and inspiration stand resolutely at the top of the podium. Whilst looking at all the Olympics ads we’ve tested we found that:
Inspiration is the strongest emotion felt by both men and women – double our Global Norm;
Pride is also greater for both men and women, showing an average increase of 183% for men and 150% for women compared to our Global Norm;
Exhilaration sees an average increase of 75% for both men and women
The top emotions for all audiences were inspiration and amazement, with happiness and pride coming in at a close second place.
Channel 4 packed a punch with their 2016 ad ‘We’re the Superhumans’.
The ad was the most shared ad of the 2016 Olympics, with more than half of viewers having a more favourable view of Channel 4 having watched the ad which is considerably greater than our Global Norm. This result was driven by almost two-thirds of 18-34-year-olds saying they now had a better perception of Channel 4.
Traditionally, Super Bowl ads are some of the year’s funniest in America, with many evoking a combination of uplifting, nostalgic and laugh out loud ads (think Morgan Freeman and Peter Dinklage’s rap battle, Harrison Ford’s eccentric dog and giant running ketchup bottles).
One of the most stand-out ads we’ve tested came from the NFL sporting body and ran during the infamous 2018 Super Bowl.
NFL’s ‘Touchdown Celebrations’ featured two of the sport’s most well-known athletes, Eli Manning and Odell Beckham Jr.
The athletes gave a hilarious rendition of the iconic dance from Dirty Dancing which unsurprisingly resulted in a considerably above-norm result for hilarity.
This sporting ad not only generated the greatest levels of happiness of all the 2018 Super Bowl but gave one of the highest results across all our videos. For the full analysis of the ad check out our Super Bowl LII Video Impact Study.
So, what have we learnt?
As we’ve seen, sports ads are likely to elicit a strong emotional response in viewers. Interestingly, this improved response is consistent across both males and females which indicates that it is possible to resonate strongly with both genders using sports specific content.
This is particularly true in relation to big sporting events like the FIFA World Cup, the Super Bowl and the Olympics. Especially if the content promotes feelings of happiness, inspiration, amazement and pride.
To find out more about the exclusive UnrulyX Sport Marketplace, or to find out how we could help knock your ads into shape get in touch!
At Unruly we have offices across the world in some of the world’s most iconic cities including London, Hamburg, New York, Chicago, Singapore, and Sydney.
In each city, Unruly has experts who know their local market inside out. In this ‘Around the world’ series, we’ll chat to Unrulies across the globe to find out what makes them tick, what exciting things they’ve been up to, and the challenges and opportunities they face in their part of the world.
This week we talk about the power of emotions, the value of outstream video, and growing business in the Nordics, with our fun-loving and down to earth Commercial Director, Mikael Englund.
Q: Hi, first of all, could you introduce yourself, tell us where you’re based, and talk a bit about what you do at Unruly?
I’m Mikael Englund and I’m the Nordic Commercial Director, here in our lovely Nordic office in Stockholm. My role at Unruly is to lead the Nordic hub, help grow our business in this corner of the world, and inspire and help my co-workers succeed in their roles. Q: How did you find out about Unruly?
Before Unruly I held the position of Commercial Director and Head of Growth at the digital advertising company, Widespace.
I found out about Unruly through an article I read in the press about how they won best sales team at the IAB awards. This piqued my interest, and I thought that Unruly looked like an amazing place to work. So, I did some research, contacted the office, and the rest, as they say, is history!
Q: What draws you to the type of work you do?
I’ve always had a passion for business and seeing colleagues grow, thrive and succeed at what they do. Unruly is an amazing place as they are focussed on helping each and every employee discover what they are passionate about, and then helping them grow their skills in that area.
I also love the challenge of growing our business within the Nordics. Through doing this I get to meet lots of fascinating and amazing individuals.
Q: Tell us something interesting about the Nordics market…
The Nordics often get used as the test market for many brands. We are early adopters and as a result, new technologies and solutions often get tried here before they are launched in bigger markets, which is really exciting for us! This helps us predict, early on, what will take off in other markets around the world.
The trends we are currently seeing are the growth of online video and the emergence of agencies that just focus on creating short-form video. This is due to the amount of time consumers now spend on the go, looking at their phones.
We see a big trend in understanding consumer behaviour and for media platforms to make sure that they can help clients to understand not only how to deliver the message, but how they can, and should, build their content and data strategy.
I would say that the biggest difference with the Nordic market compared to the rest of the world, is that most companies are not using outstream video, there’s still a heavy focus on instream. A big focus of mine has been communicating the advantages of using both instream and outstream in ad campaigns in order to maximise your reach.
Q: Tell us about something you’ve learned while working at Unruly?
I’ve learnt about the power of emotions in advertising, and how misjudging them can make or break an ad! Q: It’s the weekend: what do you like to do in your spare time?
I usually wake up early and run down to the bakery with my son. The days consist of lots of different activities with him and sometimes I might get a chance to do a workout or play ice-hockey. In the evenings I enjoy eating out or cooking meals for family and friends.
Q: What’s your favourite ad?
All ski and hockey video ads. Give me skis and a nice video and I’m yours 🙂
Contact us to find out how we could help supercharge your ad campaigns, in your corner of the world!
The UK Adspend results are in…
This morning we were at the IAB UK HQ for the announcement of their 2018 UK adspend figures. This highly anticipated research has become the standard for adspend figures within the UK and is used across the industry.
This year, the IAB announced that rather than solely focusing on the growth of the industry, in 2018 they began to look more closely at transparency, fairness and sustainable growth within the digital advertising industry.
This led to a number of new initiatives including the IAB Gold Standard certification which Unruly qualified for last year, and a new set of Transparency FAQs in which Unruly was one of the 10 founding companies to complete them and as a result, be truly open about how our business works and where we add value in the chain.
So, let’s get into the findings…
Total UK digital market adspend in 2018 stood at £13.44bn
15% increase in UK adspend (£1.76bn) year-on-year
31.5% increase in UK adspend on smartphone
51% of all digital adspend is on smartphone (This means that 2018 really was the year of the smartphone, with digital advertising on the smartphone making up for more than any other digital medium for the first time)
So, what about video?
Video is the largest display format making up 44%of display (£2,307m)
Video is driving the majority of growth in display, up 33% from 2017 (2,307m vs. 1,739m)
21% of smartphone display is video, and 81% is video and native
45% growth year-on-year in smartphone video (£1,748m vs. £1,202m)
76% of all video adspend is on smartphone
Outstream has increased its majority of total video spend
Outstream made up 57% of total video adspend
“As the quality of smartphone handsets continues to improve with bigger, better, higher quality screens coupled with faster WIFI or 4G connectivity and affordable data plans, users are spending more time consuming more video content on their phones. And the more content that is consumed the more ad opportunities they are presented with.
It’s not only the experience and accessibility that is improving but the ad formats themselves. Clients and planners are now thinking mobile first and using mobile formats that fit with how users consume content on their phones.” – Dave Foster, Dentsu Aegis
So, where are we headed?
It’s amazing to see the continued growth in UK adspend, and how video continues to grow and outperform all other formats.
As we continue into 2019, with the emergence of new technologies including 5G and new screens and surfaces, and the need to stand out in an ever growing and saturated marketplace, we believe video will continue its strong growth. Continuing to open up new and exciting opportunities, and ways for brands and advertisers to reach their consumers.