Media Mayhem: Gai Le Roy – ‘I do worry that some reforms are using advertising reform as a simplistic lever rather than developing policies’
In this week's Media Mayhem, we chat to the CEO of IAB, Gai Le Roy.
How is the operating environment impacting your team, clients and partners?
While overall investment in digital advertising has been positive over the last year, growth is incredibly mixed. Many organisations have had to cuts costs and reduce workforces while there are other sectors of the market that are emerging and growing. Changing market conditions has led many companies to lean even more heavily on their trade associations and we have seen a raft of new members who are looking to make the most of our training, events, mentoring, grow their networks, assist in the development of new standards and improve industry best practices. The IAB is incredibly lucky to have a diverse and supportive board that ensures we are set up to develop and design initiatives that benefit the whole market.
What changes are you seeing in consumer behaviour and preferences?
There is still strong consumption of traditional categories such as news and entertainment as well growth in ad supported CTV content use however there has been a significant engagement uptick in any information and services that may assist with managing cost of living pressures. Over the last year more people are spending more time searching for energy and insurance deals, making the most of loyalty and cash back programs as well as spending longer on commerce sites as they spend more time researching and bargain hunting.
How are you meeting those expectations?
The mix of retailers looking for new revenue streams, advertisers looking for diversity in performance media and consumers spending more time exposed to commerce related environments has led to a burgeoning retail media sector as well as reimagining of the affiliate and partnership space. We now have a vibrant retail media community within the IAB with over 30 companies coming together to develop training, standards and showcase best practice.
With the increase in CTV inventory and environments around the world, IAB has been at the heart of establishing new technical standards through IAB Tech Lab improving the ad experience on the big screen for advertisers, streaming services and consumers alike. Harmonisation and taxonomies may not sound that sexy but when they can stop consumers seeing the same ad way too many times and reduce advertiser wastage interest in these initiatives get a lot of attention.
How are you using technology to your advantage?
With over 70% of ad investment now occurring on digital formats, continual development of technology is vital. In the last year we have seen the majority of technical developments focused on privacy enhancing technologies, sustainability measurement technology as well as AI being used and reviewed to be used in a wide range of use cases.
Internally at the IAB I would love to have more time and money to overhaul our systems to make the most of new tech – maybe there will be time in 2025!
How are you using generative artificial intelligence?
Many of our members are embracing and testing generative artificial intelligence to try and improve productivity in relation to targeting, measurement, creative development, selective content development, managing clients, developing and answering briefs. In our recent Talent Review report companies have indicated that they are not looking at reducing headcount due to AI usage in the short term, but productivity is definitely front and centre.
For our team purposes we are primarily looking at simple AI for developing an intuitive chat bot that can help people find the exact content they need from our incredibly rich library of resources.
When you lift your eyes from the screen to the media and marketing horizon, how are you planning?
The IAB team and board are continuing to plan ways to support a changing workforce. With an increasing number of younger people being appointed to quite responsible positions quickly we continue to support through mentoring and community connections. We are incredibly proud that we have been able to help over 450 people over the last few years in our mentorship program.
Our planning sessions and regular strategy reviews are enhanced by the ability to tap into the amazing global IAB network with chapters in 45 regions. Understanding what is going on in other markets, both similarities and differences, is incredibly useful to ensure that Australian digital advertising industry to following and driving best practice.
What proposals for legislative change would you prioritise, or are there areas you would like government assistance on?
The Government has a very full legislative pipeline with a range of issues in the pipeline and under review that will impact the media and marketing industry. Many of these issues are interconnected – for example privacy, online safety and the development of AI policies – it is essential that these reforms are looked at together to understand digital media and services can meet their obligations across these issues while still assisting in helping Australia allowing a digital economy to thrive.
I do worry that some reforms, particularly in relation to ad bans or restrictions, are using advertising reform as a simplistic lever rather than developing policies and education policies that may address issues in a more impactful way.
What opportunities do you see, and how are you positioning your organisation to exploit them?
As a small not for profit association exploit is not a word that is often top of mind but as the digital ad industry grows in revenue, further diversifies its offerings, technology continues to evolve, and new regulatory expectations are set our role has never been more important.
Some of our major focus areas for the next 12 months which have been identified by our board, various councils and diverse IAB membership base include further developing video audience measurement reporting, assessing evolving marketing effectiveness assessment techniques, helping to harmonise carbon emission measurement, preparing policies and technical frameworks for privacy reforms, and supporting individuals in our industry through mentoring, community and education.
Don’t sit on the sideline, make sure you get involved and have a voice through an industry body (may I suggest the IAB!).
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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