ISBA

Thank you to Adwanted UK, Sam Tidmarsh and particularly Omar Oakes for hosting Phil Smith on stage at the Future of Media London event last week to discuss Origin - The UK Cross Media Measurement Programme. We have reached a major milestone with the Origin #BetaTrial launch, and it was brilliant to share that news in front of so many marketers on stage. Phil really enjoyed being able to talk so candidly about the successes and the challenges of such an ambitious project driven by ISBA members in the UK

Coalition for Privacy Compliance in Advertising (CPCA) & Information Commissioner's Office (ICO) begin development of first regulator-approved privacy certification for digital advertising. “ISBA welcomes this ground-breaking initiative as a significant step towards creating a more trustworthy and efficient digital advertising ecosystem. By establishing clear privacy standards and a level-playing field for all market participants, the certification should enhance advertiser confidence in the digital space and enable our members to achieve their marketing goals, while ensuring robust privacy protections for consumers. We believe that this should build consumer trust and drive innovation and growth across the industry,” said Stephen Chester, Director of Media at ISBA. Read more in the comments

Use of Generative AI by advertisers is growing quickly. In the past 6 months experimentation and use of Generative AI grew from 32%* to 53%*. 52%* of advertisers now have Generative AI policies in place and 23%* are working on policies.   The ISBA AI Summit @ Meta on the 3rd of October brought together advertisers, agencies, and industry bodies to discuss the responsible adoption of Generative AI. Jordan Rogers-Smith taught us how to prompt. Each of us created our own unique bedtime story by leveraging Role, Task, Context, and Format in prompting. It was lovely to hear the personal touches the audience put into crafting their own bedtime stories. Sameer Amin discussed how Reckitt approached identifying the right use cases for them to experiment with in marketing and the transformative results they’re seeing. The Q&A brought out great insights into the practical steps people can take to adopt Generative AI in their organisations. The AI regulatory landscape in the UK and EU is evolving quickly. Transparency and collaboration were recurring themes in how our industry can navigate it together. Improving AI literacy across our industry will support responsible adoption, and drive innovation in a way that builds trust with consumers and regulators. Thank you to our panelists for providing a well-rounded look at how the regulatory landscape impacts our industry: Gabrielle Robitaille WFA, Nina Hamann IAB Europe, Katie Eyton Omnicom Media Group UK, Roch Glowacki Lewis Silkin It was an absolute pleasure to bring together people from across our industry. Thank you to Sophie Cartwright and Rebecca Gleason for making it happen. Members can download ISBA's Generative AI Contract Terms template via the link in the comments. *These stats are a reflection of responses from members engaged with us on #GenerativeAI and are not necessarily an accurate reflection of all members or all advertisers.

💬 What have ISBA members been talking about? 💬 ISBA members meet regularly in various forums, working groups and committees. During #September they have been talking about some big issues: ➡️ #GenerativeAI - They are mindful of the speed with which the technology is evolving and are keen to understand emerging legislation and regulation   - The launch of ISBA’s Generative AI Guidance and Agency Contract Terms appears to be helping members take a responsible and collaborative approach to exploration and adoption.   - There is a real desire from members for more thought leadership and best practice examples to help balance their #GenAI activity with ethical and #sustainability considerations.  - Listen to our new #ISBASays Gen AI podcasts on The Fight Against Bias and Transparency & Consumer Trust if you want to learn more. (Link in comments) ➡️ #AccessibleAdvertising  - In the UK approximately 20% of the population are hard of sight or hard of hearing .  - In the UK only 25% of advertisers #subtitle their ads, 1% add #AudioDescription.  - Members think it’s the right thing to do and has the extra benefit of extending the reach of their campaigns.  - There has been some brilliant work done this year with ITV's #accessible ad break and Channel 4's #Paralympics coverage.   ➡️ #CrossMediaMeasurement  - The launch of the Origin - The UK Cross Media Measurement Programme Beta trials has really encouraged members that their need for true cross-media measurement will soon be met.  - Brands are welcoming a tool for reporting, planning, and optimizing against important campaign parameters. #Origin is not a currency.  - Origin aims to measure various parameters, including those that lead to higher #Attention, such as viewability and completion rates. If you are an ISBA member who wants to engage more with our groups - or you're a brand who is not an ISBA member but want to find out more about membership, get in touch today with Emma Sutton [email protected]

Hugely valuable AI summit, spanning future development, responsible use and the regulatory landscape. Great contribution from Sameer Amin on the practical implementation of Reckitt's pilots. Big thank you to Meta for hosting and co-curating.

ISBA's Q3 Scorecard is here! Every quarter, ISBA publishes an update on how it is performing against the priorities set at the beginning of the year. This provides a useful tracker demonstrating how ISBA is working on behalf of the industry and our members. View our scorecard in the comments below

In an era of profound technology-driven innovation, the imperative to continuously ‘test and learn’ is more essential than ever. This is a key takeout from the IPA (Institute of Practitioners in Advertising)’s work on #measurement frameworks led by the Effectiveness Leadership Group, which will be revealed at this year's IPA #EffectivenessConference. Please join us to dive deeper into the #experimentation challenge, at our partner event, 'Experimentation! Experimentation! Experimentation!', held virtually on Monday 21st October at 12pm. https://lnkd.in/eK4DcTVj Ian Gibbs will be joined by the IPA’s lead author of the report, simeon duckworth plus guest speaker.

Delighted to have Ozone | Powering the Premium Web on board as a Platinum Partner for LEAD 2025, our joint conference with Advertising Association and IPA (Institute of Practitioners in Advertising) on Thursday 6 February 2025 - https://lnkd.in/eJ9SEpew Tickets for the advertising industry's summit are now on sale, get yours here - https://lnkd.in/eVF3F_9v

Congratulations to ISBA's President Pete Markey for being named in the Marketing Week Top 100 marketers list! Well deserved!

This is looking to be a popular one ... final call to join me and ISBA on Tuesday to hear how to prove the business case for influencers to your finance team. Follow the link in the comments to find out more and register. We'll set the context by providing a general overview of measurement methodologies for influencer marketing. And we'll be recognising of course that brand building activity including influencer marketing is often not intended to drive immediate sales. We'll explain how you can ensure that this activity is fairly incorporated into your MMM / econometric model so 'performance' channels don’t take credit for the work done higher up the funnel. We'll also give some advice based on personal and client experience on how you can engage with and explain the methodology to your finance team in order to get their buy in to the impact of the spend. Mark Willock Bobi Carley #influencermarketing #creatoreconomy #mmm #econometrics #marketingmixmodelling