Digital audio is among the most consumed activities in the Internet. Nonetheless, people still don’t know how to use digital audio for advertising.
This committee aims to introduce audio players (streaming / online radios / Podcasts), existing formats, paving the way for using new technologies and voice advertisement formats, as well as establishing good practices for using digital audio in the digital advertisers mix.
Mission: Encourage the adoption in higher scale of audio communication strategies and pave the way for new ways of advertising.
Metrics and Audio Assignments
New Advertising Formats
Audio Content Production
BRAND SAFETY AND FRAUD PREVENTION
HEAD DE DIGITAL MARKETING NA SKY BRASIL
Fraudulent activities such as brand communication exhibition in platforms with inappropriate, anti-ethical contents and out of the company’s positioning context, through the use of bots (robots) or the negligence when controlling and monitoring contents and spaces available via RTB at the web, are putting at risk the brand image of companies in the digital environment, impacting advertisers’ results, removing and reducing jobs, transparency, brand equity and limiting the vehicles ability to pay themselves.
Advertisers, agencies, platforms, suppliers and vehicles must be involved in preventing fraud in digital media. The most important and critical action we need to take is to understand how fraud happens and how it affects digital advertisement.
The main objective of this committee in 2019 is educating the ecosystem on the matter and bringing good practices, already set in the USA, LATAM and Europe to the Brazilian market. Besides sharing the good practices already implemented by Brazilian players.
METRICS AND DATA
Planning a digital marketing campaign is just the beginning. What comes next is a multi-task project which involves technology and many data. Data that feed segmentations, filters, audiences and customizations. And data that become metrics and performance indexes to guide the optimizations and decisions that increase the results of the placements and interactions with the consumer.
Metrics and Data is the committee created for helping the Brazilian digital market to develop the knowledge, skills, good practices and standards required to develop a data culture and efficiency in the marketing process.
The goal in 2019 is progressing with the discussion and consolidate knowledge on the metrics standardization for cross-media campaigns, video-ads, audio-ads, mobile campaigns performance indexes, tangible performances of brand building campaigns and Campaign Results Assignment. Always based on technology applied with strategy and focus on the efficiency gain, to generate more results.
How to improve the performance of your marketing investment? Let’s talk? Let’s take part in!
PROGRAMMATIC MARKETING AND AUTOMATION
CEO DA PROGMEDIA
The Programmatic Media and Automation Committee has as main goal leveling the knowledge of the Brazilian industry in the programmatic topic and, besides, bringing news and updates that may be easily applied to our reality in Brazil. Throughout the year, let’s seek to get closer to the advertisers so they can bring their main needs to the discussion. The themes and solutions discussed need to be relevant on a daily basis.
We believe education is a critical theme for this year: the moment requires a minimum industry knowledge leveling, for the ecosystem to evolve. Let’s work on the reformulation of the IAB courses program in order to make the access to the market easier and provide clearer studies journey that suits each knowledge level.
DATA PROTECTION AND OTHER LEGAL MATTERS
COORDENADORA DA ÁREA JURÍDICA DA KANTAR IBOPE MEDIA
IAB Brasil Data Protection and Other Legal Affairs Committee is a forum turned to law professionals who work with IAB in the search of legal solutions for the main challenges of the market.
In an industry highly impacted by the technological advancement, paradigmatic changes in the business environment need fast and solid legal answers to harmonize the relation between agencies, advertisers, vehicles and technology companies. The role of lawyers who work in this sector must be aimed at proposing innovative solutions, preserving the dynamic nature of the market and at the same time offering the legal safety for business development.
Our vision is that we can foster the formation of such professionals and awareness in the companies, as well as positively contribute to the regulatory and self-regulatory agenda of the sector, always based on the respect to the Brazilian law, transparency and good faith of commercial relations, the protection of the fundamental rights, free enterprise, the global nature of the modern advertising and encouraging the innovation.
In 2019, the committee will focus on the development of good practices and follow-up on protection, sharing, data treatment related issues as well as improvement of the behaviors turned to the transparency and obedience to the laws applicable to the topics covered, comprising all the legal matters which may impact the market.
General Law of Data Protection;
National Agency for Data Protection;
Data Processing Agents;
Personal Data Commercialization (respect to privacy) and Data Anonymization;
Government Policies focused on Data Protection;
Transparency in contracts;
International data transfer;
Impact report to the protection of personal data and person in charge;
Bonus by volume;
Political discussions, among other topics related.
SOCIAL MEDIA, NATIVE, CONTENT AND CREATORS
For 2019, at the SOCIAL MEDIA, NATIVE AND CREATORS committee, our proposal is providing the understanding of what is brand content and how it enhances digital communication strategies.
The Trends and Innovation Committee has the mission of broadening horizons through new topics as preparation for future talks.
UX / MOBILE
COO & CO-FOUNDER DA MUV
The IAB Brasil UX / MOBILE Committee aims to promote the user experience as a vital point in digital advertising.
Mobile is no longer a vertical, a unit, a technology but basically the current Internet, or rather the Internet as we access it. Since the accesses are growing year after year through smartphones, more and more applications available for advertising have focused on finding the best ways of impacting the users with their campaigns, contents and stories. However, the challenge is turning this in such a personal format and device and not being intrusive, but rather be part of the experience.
The committee aims to discuss such challenges, understand and introduce in meetings and in informative contents the best practices, the discussions here in Brazil and abroad, as the Coalition for Better Ads and consequently what the market is doing to meet advertisers and consumers’ needs.
IAB Brasil Video Committee aims to promote the higher adherence to video communication strategies.