IAB Canada 2014 Update

Copyright © 2014 Interactive Advertising Bureau of Canada

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Roadshow 2014

IAB Canada


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Thank you


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6 things I want you to do

• Keep in touch http://iabcanada.com/blog/feeds/

http://iabcanada.com/about-iab-canada/newsletter-sign-up/

• Download the revenue report http://iabcanada.com/files/Canadian-Internet-AdRev-Survey_2013-14.pdf

• Read CMUST http://iabcanada.com/files/Dec-2013-CMUST-Leavebehind.pdf

• Become a member http://iabcanada.com/about-iab-canada/join-iab/

• *Get a password to the knowledge centre http://iabcanada.com/contact/

• *Listen in to the Download

Oct 23rd – noon Eastern time

http://iabcanada.com/blog/feeds/











http://iabcanada.com/files/Canadian-Internet-AdRev-Survey_2013-14.pdf










http://iabcanada.com/files/Dec-2013-CMUST-Leavebehind.pdf







http://iabcanada.com/about-iab-canada/join-iab/








http://iabcanada.com/contact/

http://iabcanada.com/contact/


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News feed


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Sign-up!


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Meetings


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MIXX 2014


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Presentations


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The Revenue Report


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2013 actuals


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Key points

• $3.5 Billion in 2013

• $4.0 Billion 2014 forecast @14% growth

• Search largest share @ $1.685 Billion

• Mobile up 177% to $443 million

• Video up 58% to $146 million

• CPG becomes largest category at 15%


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CMUST - 2013


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CMUST+Xseries Metrics

• Dec 4th in Toronto

• Canadian research you need to know


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What is the Download?

• Membership

resources

• Listen in

• 1hour max

• Once a month

• Brown bag it

w/your team

• Oct 23


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Advocacy - CASL

• 1st phase – July 1, most legislation came into

effect, the focus on email

• 2nd phase – Jan 15, rest of the legislation

comes into effect, the focus in on apps

• Consultations with the CRTC


17 CASL - Regulatory Impact

Analysis Statement

• Stakeholders were also concerned that some have interpreted

electronic addresses in CASL to include Internet Protocol (IP)

addresses. Insofar as IP addresses are not linked to an identifiable

person or to an account, IP addresses are not electronic addresses

for the purposes of CASL. As a result, banner advertising on websites

is not subject to CASL.

• Some stakeholders have also highlighted concerns that "cookies"

might be interpreted as computer programs for the purposes of CASL.

As section 10(8) of CASL states, a person is considered to expressly

consent to the installation of a computer program if the program is "a

cookie" and the conduct of the person indicates their consent to its

use. Insofar as cookies are not executable computer programs, and

they cannot carry viruses and cannot install malware, and are simply

lines of text or data that are read from a web browser, they are not

computer programs for the purposes of CASL.


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Here’s a Problem


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Steps towards a solution

• Eliminate diffuse responsibility

• Know the difference between a Direct Seller and

Authorized Publisher Agent and an Indirect Seller (QAG

2.0)

• What do you know about the publisher?

• Know who sells programmatically and who doesn’t

• Examine contracts – is there any recourse in the T&Cs if

NHT is discovered in a campaign?

• What policies and practices does the publisher have

around promoting their site and generating traffic?

• Check alignment between purchased and delivered

• Focus on sales, revenue growth metrics


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Viewability

• The ability to measure whether a display ad

is rendered on a screen

• Measureable versus measured

• Change in currency

• The role of the MRC

• Still a metric


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DAAC - One Year Old!

• The DAAC marked it’s first year in operations on

September 17th

• 56 companies have registered to date

• 45 have completed their agreements

– 37 are US addendums, 8 are Canadian

• 35 have paid & are displayed on our website

• 4% opt-out rate on average since launch

– Opt out started at 6% and has since lowered

• 4 investigations launched from our accountability

program, run by Advertising Standards Canada


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Consumer Awareness Campaign

• Launched last September, our consumer awareness campaign aims to inform consumers about what the icon means

• Over 445 million ad impressions and over 380,000 ad clicks have been tracked thus far

• Inventory donations came from Casale Media, Redux Media, Microsoft Advertising, AOL Canada, Rocket Fuel and Yahoo Canada

• The campaign has run in both English and French


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Consumer Awareness Campaign


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Digital Advertising Alliance of Canada

ENCOURAGE MEMBERS TO REGISTER!

YourAdChoices.ca


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IAB Canada is focused on empowering

the media and marketing industries

to thrive in the digital economy.

Marketing

IAB Canada 2014 Update