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Mobile Tracking, Measurement and Attribution - IAB New Zealand Events

Thu, 20 Feb 2020

The IAB New Zealand Mobile Advertising Council panel event sponsored by NZME, ‘Mobile Tracking, Measurement and Attribution’ was held in Auckland at NZME Central on Thursday morning, 20 February 2020.

IAB New Zealand has just released its 2019 Digital Advertising Revenue Report; total mobile growth (Smartphone and Tablet) is up 22.5% on the previous year.

‘It is encouraging to see mobile spend and consumption growing, outpacing total digital advertising revenue’ - Gill Stewart, CEO, IABNZ.

Michael Buhagiar, Mobile Advertising Council Chair and NZ Sales Director, Big Mobile) moderated the panel discussion with industry leading experts, Toni Truslove (Digital, Data and Customer Revenue Strategist), Charlotte Bell (Head of Agency Markets, NZME), James Butcher (GM - Digital Media, FCB), James Hayes (Mobile UX Lead - AU/NZ Google) and Katy McNally (Client Services Manager, Integral Ad Science).

A survey undertaken late last year by 28 Agencies and 50 Brands across New Zealand and completed by 185 individuals across a range of roles and responsibilities, was presented and the findings discussed.

In summary, key take-outs from today’s discussion were:

  1. 1. While we are moving forward as an industry with third party reporting tools to verify results, widely used metrics haven't evolved as quickly as we would expect. There is, however, a common goal to look at the broader outcomes across all media.

 

  1. 2. Brands and Agencies face challenges with creative formats; however, they can deliver personalised messaging by utilising first party data sets and innovative formats that report on user engagement, and brand metrics that aren't available with other mediums.

 

  1. 3. Third party cookies have been a hot topic leading into 2020, however this isn't new, with Safari not allowing third party tracking for some time. This is an opportunity for brands and agencies to develop and utilise existing 1st party data to create the personalised consumer experience with shared KPI’s across multiple mediums.

 

  1. 4. In-app inventory isn't as open in reporting terms as browser options, but we've seen the data available for targeting can be utilised to reach audiences effectively. This comes back to understanding objectives and setting expectations on the outcomes you wish to achieve.

 

‘The event was a great success with a fully engaged audience interacting with our panel of experts. We posed some challenging questions but feel the panel responded well and there is an exciting future ahead in mobile and digital advertising’ - Michael Buhagiar, Mobile Advertising Council Chair and NZ Sales Director, Big Mobile.

For more information about this event, please visit www.iab.org.nz/events

To download a copy of the presentation click here

Ends

For further information contact:

Gill Stewart, CEO, IABNZ

[email protected]

(021) 278 9199

To download a copy of this presentation please log in to your IABNZ account or contact [email protected]