From moms and Millennials to Gen Z trend-spotters, everyone is on TikTok and we’re excited to announce that IAS is too. Advertisers can now ensure their brands run near high-quality, safe, and suitable content in the US, Canada, UK, Germany, France, and Australia.

With our proprietary frame-by-frame video, audio, and text classification technology, IAS provides greater transparency and the most granular control yet, giving you coverage where it counts.

Download the one sheet to find out how it works or talk to one of our sales reps.

IAS has teamed up with Twitter to offer marketers access to industry-leading brand safety and suitability measurement. There are 229 million active Twitter users worldwide. That’s 229 million potential opportunities for brands to connect with consumers. But with thousands of Tweets sent every second, how can marketers sift through the volume and noise to determine their ads are appearing in suitable environments? 

Marketers can now better understand the content that appears adjacent to their ads on Twitter’s feed with the IAS Twitter Brand Safety and Suitability Measurement. With Tweet-level analysis and reporting that’s aligned with GARM brand safety and suitability risk categories, advertisers can run on Twitter with confidence. 

With IAS’s new industry-leading brand safety and suitability solution for Twitter, advertisers can access:

• Third-party transparency into the context in which your ads appear on Twitter, allowing you to execute campaigns with confidence
• Granular reporting aligned to the GARM brand suitability and safety framework, providing you clear insights
• Easy activation set up with your IAS and Twitter representatives

Pair this solution with IAS’s existing Twitter Viewability and Invalid Traffic measurement for complete transparency to your Twitter campaign performance.

Advertise on Twitter with confidence. Download the one sheet and reach out to the IAS team now to get started today.

For our office spaces, our Workplace Operations team is dedicated to making impact through small and sustainable changes. This process includes switching to LED lighting in our headquarters and other large (100+ employees) global offices, opting to use eco-friendly building resources like energy star appliances, near sourcing vendors, and responsibly disposing of office equipment/furniture. To prevent overconsumption of energy, we utilize office occupancy sensors, ensure electrical equipment is set to power saving mode, and adhere to local guidance during peak demand consumption.

Over the last two years, our Tech Ops team reduced energy consumption by migrating from three US-based data centers to AWS. In 2021, the team downscaled Amsterdam to only two racks with future plans to downsize further in 2023. These recent feats have enabled the company to move to more renewable power sources and track the impact of our business activity efficiently.

IAS joined Vista Equity’s climate pledge in 2022. In doing so, we committed to annually measuring and reducing GHG emissions.

We strive to continuously monitor our business activities and hold ourselves accountable for reducing GhG emissions.

We’ve successfully converted to a hybrid workforce. This means giving our employees the flexibility to choose to work from home or work in an office space. Since 2020, we’ve re-opened our office spaces with new priorities given to ergonomics, recycling, and managing office waste. We have a certified ergonomist readily available for assisting staff with their desk set up. We provide multi-stream recycling bins wherever possible, and are working with e-waste vendors who provide documentation of responsible disposal.

On both a domestic and international scale, our Workplace Operations team carefully considers new real estate’s sustainability credentials (e.g., BREEAM/SKA Ratings - UK), Green Building Certifications, and Management Systems. With our upcoming London office move, we will be assessing our fit-out to ensure we are reaching the most sustainable level possible by working with an accredited assessor who will issue us with a certificate at the end of the project documenting our SKA level.  As part of our office selection criteria, we have chosen an office which currently has an ‘Excellent’ BREEAM rating and will be aiming for a Gold SKA accreditation from our fit-out.

In this exclusive “Masters of Media” series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the APAC advertising industry on all digital matters.

Mike Delaney is the Head of Digital Strategy for Hearts & Science New Zealand. He has worked in agency media across London, Sydney and more recently New Zealand delivering client-facing digital planning and strategic solutions to brands. His responsibilities include running digital planning, activation, analytics and operations teams in NZ, as well as developing advertising and digital maturity strategies for brands.

IAS: Please tell us about your digital advertising journey and your current role at Hearts & Science.

Mike: I joined the digital advertising industry slightly later in life at the age of 26, when I joined Manning Gottlieb OMD in London as a digital planner. This came after spending earlier years working in movie journalism and media sales in London and Sydney. 

At Manning Gottlieb OMD, I was lucky enough to work with some of the most talented people in Europe. I moved to New Zealand just before COVID (!) to join Hearts & Science NZ (also part of Omnicom Media Group) as it was just being formed in the market, and we have rapidly grown ever since.

As the Head of Digital Strategy at Hearts & Science, I oversee our planning, activation, analytics and operations teams, and help our clients set goal-oriented strategies that build meaningful connections with consumers powered by data and technology.

IAS: What are your thoughts on the future of advertising with the convergence of both attention & sustainability in advertising?

Mike: The shift towards the attention-science-based evaluation of media and attention-led planning is admiral because it moves beyond the traditional reach and frequency approach that is increasingly difficult to do well with the increasing audience, channel and format fragmentation.

At Hearts & Science, we are currently, and actively, evaluating partner tools like Amplified Intelligence’s planning tool for clients to help them step beyond reach planning and towards attentive-reach planning for campaigns.

However, we must remember that the current attention-led data available is highly aggregated at channel and format levels. Other variables help determine the quality of media and impression, including context, device, and ad relevance. YouTube, for example, is a gigantic content platform with a vast range of premium and non-premium content that would yield different average view-through rates and audience engagement depending on the creator and content.

Our agency recommendation is to use attention-led planning and measurement solutions as part of broader planning and measurement frameworks for driving effective campaigns.

For sustainability, again, this is a noble ad industry shift that addresses the carbon impact of advertising at all phases in the cycle (production, partner/format selection, serving).

We are currently educating marketers on the carbon impact of their advertising through our carbon impact reports and dashboards, as well as showcasing the latest green media partners, tools and tag products. Brands are slowly recognising there are no processes or boundaries that can’t be improved or upgraded sustainably, including advertising.

Eventually, carbon ad impact measurement will become a standard in media buying and planning in the same way verification solutions like IAS have become standard on media plans, to varying degrees and levels of investment based on the brand.

IAS: As we face economic uncertainty in the APAC region, how do you foresee the future of the advertising industry?

Mike: It’s very unoriginal, but the next few years look challenging for people, businesses, and brands in APAC.

I anticipate cost-cutting for businesses will increase and a doubling-down of optimising operations, consolidating and automating service. Increased deal-making and mergers within the ad tech industry. And most importantly for consumers, depending on the household, we will see increased frugality behaviours like dropping weekly luxuries, cooking in batches for the working week, ring-fencing bigger ticket items and decluttering from various subscription services

IAS: What are some steps that marketers can take to generate ROI and impact in 2023?

Mike: Here are three things marketers can do to improve ROI and impact in 2023:

1. Ensure there is a business and marketing strategy in place (even with a 3-6 month outlook) that considers alternative market scenarios, singular priorities and informed by patterns within the business and customer data
2. Ensure they have a measurement framework or a measurement maturity roadmap that helps unlock incremental improvements in their business and marketing measurement (moving from ROAS to profitability modelling, for example)
3. Simplify marketing initiatives and stay the course with trusted channels, underpinned by leveraging automated performance marketing technologies with a test & learn roadmap to find incremental return increases or investment reductions for dollar savings.

IAS: If there's one myth related to programmatic, you'd like squashed, what would that be?

Mike: It is a channel or synonymous with Display & Native. A bit like how some say ‘digital’ for the same reasons!

IAS: Any advice for leaders on talent retention and supporting a hybrid workforce?

Mike: Ensure talent and the working environment are number 1 on monthly/quarterly senior leadership agendas in the boardroom and that workplace culture or productivity is not created by simply being in the office more.

Engaging with employees and empowering them to develop cultural occasions over the course of the working month will all lead to longer-term talent retention improvement.

IAS: What's your favourite book/podcast/movie and why?

Mike: My favourite book is A Picture of Dorian Grey by Oscar Wilde, my favourite podcast (currently) is The All-in Podcast, and my favourite movie is Chinatown.

IAS: What is your advice to the fresh talent in the industry?

Mike: My advice for fresh talent in the industry is not to be overwhelmed by the rate of change you’ll experience; it’s a natural feature of an industry undergoing massive, accelerating technological change.

I would also advise anyone new to this industry to treat advertising and marketing as a practice, and to learn the fundamentals of core principles and concepts early and often, such as marketing 101, reach & frequency planning, KPIs and measurement, investment and analytics overviews.

Gaming is growing. How are you tapping into the format?

Gaming has emerged as a crucial format to reach engaged consumers. In fact, gaming is one of the top three mediums that adults consume on a daily basis, and according to IAS’s Industry Pulse report, media experts agree that the format is full of untapped marketing potential.

So as advertisers dive into this new territory, how can they ensure their brand is protected from misaligned in-game content?

IAS sat down with top thought leaders from Xaxis, Anzu, and The Trade Desk to explore opportunities in the gaming landscape and uncover why marketers should prioritize safety and suitability while capitalizing on the gaming boom.

Speakers:

• Amanda Garber: Product Marketing Manager, IAS
• Harry Wilkins: Senior Manager of Gaming, The Trade Desk
• Julia Rast: Director of Global Solutions & Innovation, Xaxis
• Geoffrey Summerville: Executive Vice President of Global Growth, Anzu

Watch this webinar on-demand below to take your gaming strategy to the next level.

日本のデジタル広告関係者が
2023年に期待するチャンスと課題

IASは2023年のデジタル広告業界の方向性を指し示すトレンドとテクノロジーを深く堀り下げる「Industry Pulse 調査」を実施しました。

日本のメディア専門家192名は、2023年におけるメディア優先順位の変化、新たなチャンネルおける機会拡大を予測しています。今年も「モバイル」が依然として最重要メディアとされながらも、消費者移行の進むデジタルオーディオやCTVが生み出す広告機会、3Dやゲーム広告による革新的なイノベーションにも大きな期待を寄せています。

今年マーケターが1番に取り組むべきメディアと課題とは？

業界予測の一部をご紹介します。

• メディア優先順位の変化：2023年の優先メディアは、モバイル（60%）、デジタルオーディオ（59%）、デジタル動画（49%）でソーシャル（37%）を追い抜く
• 日本でも勢いを増すオーディオ：広告付きのデジタルオーディオ配信は消費者の間で人気が高まり（76%）、それに伴い広告投資も拡大する（63％）と回答
• 新広告フォーマットへの期待：2023年に最もイノベーションと機会創出の可能性を秘めているのはメタバース（43％）、今年は3D広告に優先的に取り組む（34％）と回答

【The 2023 Industry Pulse 日本版】で全貌をご確認ください！

本レポートは、デジタル広告業界の2023年の展開を予測し、その背景を紐解くと共に、
広告主やパブリッシャー、代理店の皆さんが今後1年間にイノベーションと卓越した結果を得るためのヒントを提供します。