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Five reasons to attend the IAB Summit19

On 30 March, South Africans with a passion for digital will converge at the IAB Summit19. In only five years, the event has become known as the place to network, engage with leading digital thinkers and get a glimpse of where digital innovation in South Africa is headed. It’s no surprise then, that this year’s summit is themed: The New Now, Transformation through the Power of Digital. With only 500 seats available, tickets are selling fast. And this year, there are several reasons why you should reserve your seat ASAP.

  1. Deep dives on the most important topics affecting digital

This year’s IAB Summit19 covers all facets of The New Now, from corporates evolving through digital disruption and results-driven digital product development to the intersection of marketing and street culture, youth participation in digital and using online tools to empower underprivileged communities. If it is trending, it will be on the lineup at the IAB Summit19. Every talk will be 30 minutes or less, giving you enough meat to go back and implement the principles in your own business’ context.

  1. New, live tech showcases

Digital doesn’t stand still, and neither do we. It is important that we connect the theory and best practices of digital with its practical use and impact, which is why this year’s Summit will include new 15 minute demos showing technology in action with live audience participation.

  1. Quick, snackable insights from brand leaders

The goal of the IAB Summit19 is for the audience to learn as much as possible, and come away with insights, tips and strategies that can be adapted in their own environments. For this reason, the IAB SA has introduced a series of 10×5’s, which are 5 minute bursts of fast learning insight from leaders in the direct brand economy. Each speaker will have 10 slides, with 10 insights, lessons or values that they would like to share.

  1. A focus on talented youth

While there will be plenty of experienced industry stalwarts sharing their knowledge, the IAB wants to celebrate the youth who are making waves in our industry. As an industry, we know that our youth bring the perspective and state of mind to lead our businesses into the next evolution of our digital economy. Now is the time to focus on our young rock stars who are already propelling our industry forward into 2019 and beyond.

  1. Network with the best publishers, brands and agencies

The IAB Summit19 is not only about what is presented on stage, but what goes on off stage too. As a meeting of digital minds, the IAB Summit19 is a gathering of leading digital execs, as well as up and coming talent. All facets of digital marketing in South Africa will be represented, making it a melting pot of the most innovative thinkers in the industry.

To book your ticket or to learn more about the programme, event sponsors and the line-up of the day, visit the IAB Summit website.

The 5th Annual IAB Summit19 is brought to you by DStv Media, Gumtree, Accenture Interactive and our partners, Newsclip, G-Star, Media 24, Tiso Black Star, Business Live, The South African, Spark Media, Creative Spark, Social Lab and BizCommunity.

Update on feedback on Advertising Code of Practice Social Media Guidelines

The objective of the Advertising Code of Practice Social Media Guidelines is to protect consumers by encouraging brands to exercise ethical constraints on paid social media campaigns. The guidelines were first introduced to the digital industry in October 2018, followed by a defined consultation period and a date for formal adoption thereafter.

Matthew Arnold, chief engagement officer at VML and the IAB SA Agency Council says, “This important addition to the Advertising Code of Practice has been written for the industry, by the industry. It was an important part of our process to invite and acknowledge key stakeholder perspectives in finalising the document.”

The Advertising Code of Practice Social Media Guidelines was spearheaded by the IAB SA; Gail Schimmel, CEO of the Advertising Regulatory Board; and Terry Murphy of The Marketing Mix. They have been supported by a relevant collective of industry bodies and stakeholders, including brands, agencies and publishers.

Gail Schimmel adds, “As the ARB, we champion the rights of the consumer through the promotion of responsible advertising. Social media is a fast-evolving space, which has resulted in some unchartered legal territory. We are confident that through defining social media best practice in partnership with the digital and marketing industry, we will encourage ethical and appropriate social media campaigns.”

The Advertising Code of Practice Social Media Guidelines provides best practice on identifying and declaring paid social media and influencer campaigns on all channels, including goods exchanges. It also defines misleading content in the form of deceptive claims, offers or business practices (by commission or omission). The detailed document will enable businesses to leverage social media ethically, and influencers to engage with their audiences honestly.

“Businesses that adhere to ethical social media guidelines are more likely to earn the trust of consumers, and thrive in a digital economy,” adds Paula Hulley, CEO of the IAB SA. “We thank all the participants within the media and marketing industry, for their insights and collaboration to finalise this addition to the code”.

The guidelines will be released in April 2019. Gail Schimmel, CEO of ARB will present at the Digital-In-Law SA Briefing taking place in Jhb on 29 May, with a focus on the new social media section of the Advertising Code of Practice.

 

Advertising Code of Practice Social Media Guidelines open for feedback

The IAB SA invites the industry to submit their feedback on the Advertising Code of Practice Social Media guidelines. This addition to the Advertising code promises to give the industry a clear code of conduct regarding the use of paid social media to advertise products and services.

The Code of Practice is the result of several months of work and consultation. The IAB SA, Gail Schimmel, CEO of The Advertising Regulatory Board (previously the Advertising Standards Authority), Terry Murphy of the Marketing Mix and a relevant collective of industry bodies and stakeholders, applied their diverse experience to the creation of the draft Advertising Code of Practice Social Media Guidelines. The document formally opened for a defined consultation period at the Social Media Landscape Briefings on the 16th and 18th of October in Cape Town and Johannesburg respectively, with a date for formal adoption thereafter.

Paula Hulley, CEO of the IAB SA says, “The fundamental objective of the code is to protect the consumer by encouraging brands to exercise ethical constraints on all paid social media communications. As always, we as an industry body felt passionate about working on this as an industry collective. I encourage all our members to carefully consider and comment on this groundbreaking document, so it represents an authoritative consensus.”

The draft Advertising Code of Practice Social Media guidelines is an industry first, and has been devised with the input of a diverse group of industry stakeholders. Gail Schimmel, adds, “The ASA always championed the rights of the consumer, and our newly launched Advertising Regulatory Board will continue to fulfil the same mandate, with the exciting addition of an appendix aimed specifically at social media. This code of conduct is a logical and important next step in protecting consumers and promoting ethical conduct on such a dominant medium of communication.”

This is a code written by the industry, for the industry, which will be objective and representative of all stakeholders. “We are all unified in the common goal to reach our market in fresh, relevant and meaningful ways,” says Terry Murphy of The Marketing Mix. “This is the logical next step in the evolution of ethical advertising in South Africa.” Armed with this document, the marketing industry will be empowered to communicate authentically with consumers and thrive in the digital economy, building sustainable online brands in the process. Most importantly, it supports the creation of a transparent and trustworthy digital supply chain.

As our intention for the code is to be written for the industry by the industry, our next step is a continued invitation to invite the industry to comment and share their feedback aligned with the timeline below, where our committee (made up of industry members) will review, amend and consolidate the final code for implementation mid-February 2019.

All stakeholders have until 24 January 2019 to submit their feedback and recommendations. Following this, the social code committee will consolidate and implement all relevant feedback. On 7 February 2019, The Advertising Code of Practice Social Media Guidelines will be finalised, with the view of it being in place and managed by the Advertising Regulation Bureau by mid-February.

 

IAB SA releases a White Paper on brand safety

The IAB SA has released a White Paper dealing specifically with the safety of brands online. The paper, authored by leaders in South African agencies, brands, publishing and tech, is the first installment of proactively and collectively driving awareness of the definition and challenges of brand safety in digital and looking at the ecosystem of Publishers, Agencies and brands in managing this.

The document will be shared via the IAB SA newsletter to IAB SA members, and then available on the IAB SA website.

Paula Hulley, CEO of IAB SA says, “The fundamental objective of the white paper is to create awareness of the collective ecosystem and process to create brand safe environments. When brand safety is managed pro-actively and collectively, the power of digital to deliver business impact is exponential.”

While businesses are accustomed to curating their image through advertising and marketing, the dominance of digital as a medium has added a layer of complexity to protecting brand reputation – but when brand safety is managed pro-actively and collectively, the power of digital to deliver business impact is exponential.

Managing brand safety has a far-reaching impact on the South African economy. It is crucial that we foster environments that are favourable to doing good business, which includes doing business online. Hulley adds, “The collective goal of South Africa’s digital economy is to grow, which requires investment and an environment that supports good business practice. Good business practice is defined as the ability to evolve in parallel to the rapid changes, opportunities and even threats of modern technology. For this reason, equity and economy of building brands online has taken centre stage. Good business practice online translates into tangible, sustainable impact.”

The White Paper clearly defines Brand Safety within the South African context and outlines all players in the digital ecosystem. Every party has a specific role to play in how they strategise, plan their spend, choose their platforms and identify content that is problematic to brands. Daniel Courtenay: CEO MaxAxion and MD AdJoin, IAB SA Publisher Council Member, and IAB SA Brand Safety Committee lead adds, “The document will assist brands, agencies and publishers in making informed decisions in the digital ecosystem. We have achieved this by demystifying the technology underpinning digital advertising and identifying proactive strategies to improve Brand Safety.”

Thriving as a business in the digital economy is possible, but it takes consistent education, awareness of context, a willingness to take on solutions and the grit to confront the issues related to Brand Safety head on.

A second paper on viewability and then thirdly ad fraud will follow next, as well as an extended paper on brand safety that speaks to prominent social platforms and their brand safety products, services and practices.

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