Auckland, New Zealand – The Interactive Advertising Bureau New Zealand (IAB New Zealand) has appointed Angelina Farry as the organisation’s new chief executive officer.

Angelina brings with her over 20 years of experience in the New Zealand advertising industry. She has worked for large network agencies, including DDB Aotearoa, Saatchi & Saatchi, and TBWA\NZ Group.

She previously served as the managing director of TBWA\NZ Group’s Eleven. She has also previously run her own agency business.

In her new role, Angelina will work closely with the IAB New Zealand Board, including chair and Warner Bros senior manager of digital Stephen Old, TVNZ general manager digital commercial Robert Hutchinson, Google head of platforms Craig Whitaker, Mi9 managing director Rhys Heron, MediaWorks general manager digital and operations Gareth Codd, NZME chief digital and publishing officer Carolyn Luey, head of Meta Spencer Bailey, Stuff managing director brand connections Matt Headland, and MetService general manager interactive Craig Delany.

Commenting on the appointment, Stephen Old said, “The IAB New Zealand sits in a unique position within the digital advertising industry, connecting our members across the entire value chain, from advertisers, advertising agencies, publishers, research, recruitment, and tech companies. Shaping our industry is important to us, and we’re excited to have Angelina join the team with her extensive leadership and communications industry experience.”

Also speaking on her new role, Angelina shared, “There is some incredible work being done by New Zealanders in the digital space, and globally, innovation is moving at an unprecedented pace. It’s an exciting time to be joining the team, and I’m looking forward to working closely with the board, the councils, and the IAB’s global network to empower Kiwi businesses to thrive in a digital economy.”

“The IAB New Zealand plays a key role in the nation’s digital growth, and membership enables local businesses to be part of that conversation. We are looking forward to rolling out a comprehensive calendar of activity and events to help our members upskill, connect, and drive their businesses forward,” she added. 

Hong Kong – Almost all of marketers in Southeast Asia have said that they will be increasing retail media spending within the next 12 months, a new report released by Carousell Media Group and IAB SEA+India reveals.

In the report, around 87% of the respondents intend including retail media as part of their media plans within the next 12 months. Moreover, it is also worth noting that retail media advertising accounts for 1 in 5 advertising dollars spent.

It also noted that around 78% of the marketer respondents will use retail media data for off-platform targeting on new formats such as Connected TV (CTV), while 44% will advertise on a brand-suitable retail media network that does not carry their products.

Miranda Dimopoulos, regional CEO at IAB SEA+India, explained that around 44% of respondents say they will advertise on a retail media network even if they do not have any products listed on that marketplace. 

“For marketers, investing ad spend in a retail media network compatible with their own brand values, and those of their customers, is a major consideration,” she said.

Meanwhile, JJ Eastwood, managing director at Carousell Media Group, commented, “Retail Media allows brands to showcase their products to consumers who have specifically searched for that item, or something similar, providing a seamless consumer experience and, of course, a solid return on ad spend.”

He added, “The fact that 78% of respondents want to use retail media data for off-platform targeting, specifically on exciting new formats like CTV, indicates that Retail Media is moving up the funnel and can provide marketers with both direct response and branding opportunities.”

Eastwood will further be discussing the future of retail media at the upcoming What’s NEXT 2023: Marketing in Asia-Pacific conference. The panel, titled Digital Advertising’s Third Big Wave – The Rise Of Retail Media, will further explore how brands can tap retail media and leverage it to their advantage.

Carousell and IAB SEA+India had previously worked together in a report, where they tackled trends in the region regarding consumer purchasing attitudes.

Auckland, New Zealand – The programmatic DOOH steering committee of the Interactive Advertising Bureau (IAB) in New Zealand has agreed on a new industry benchmark impression called the ‘Impression Multiplier’ formula, in a bid to be used by New Zealand-based DOOH suppliers activating inventory programmatically.

The formula is commonly referred to as the value of impressions delivered by a single ad play, appropriate to the hour of the day, day of the week and the screen on which the ad is served. Arriving at this value requires the application of an Impression Multiplier formula.

The agreed formula consists of several variables; these include the cumulative data, pertaining to the hourly audience exposed at a screen level; the ad play duration and dwell time in front of each screen which used to determine a probable number of ad play exposures, and lastly, the number of ad plays within the hour on the screen being measured. Hourly audience volume and dwell time lengths are determined by each supplier’s respective measurement methodologies.

Said agreement follows last year’s announcement of the IAB Programmatic Steering committee, an initiative from the IAB to accelerate the adoption and revenue growth of programmatic digital out of home in New Zealand, through a program of thought leadership, education, inspiration and awareness.

LUMO’s Jack Plowright, who leads the committee’s Measurement workstream, said, “For a market in its formative period, this is a significant achievement. What we identified early on was a desire amongst members to find consistencies where practical for our respective networks. Having one recipe we can all follow.”

Meanwhile, Kurt Malcolm, committee member and trading and innovations director at JCDecaux New Zealand, commented, “’This piece of work was only possible because we acknowledged our responsibility as an industry body to provide clarity in an emerging marketplace. A robust and representative Impression Multiplier formula is a leap towards that.”