Three Irish advertisers – Aer Lingus, Bord Gáis Energy and Vhi Healthcare – will pioneer the testing of new IAB-backed digital ad formats in conjunction with DMG Media Ireland and Journal Media. The testing is supported by agencies Publicis Dublin, Mindshare, Dentsu Aegis Network and PHD.
The three advertisers are Europe’s first movers in adopting the new IAB digital ad formats which are designed to enhance and respect the consumer’s experience of digital advertising.
Developed by the IAB Tech Lab, the ad units allow for creative to adjust to a variety of screen sizes and resolution capabilities and incorporate the “LEAN” principles of lightweight, encrypted, AdChoices-supported and non-invasive advertising.
The three campaigns are now all live and include the “Early Summer Break” campaign from Aer Lingus; Bord Gáis Energy’s “365 Boiler Care” campaign and Vhi’s “Price Reductions and Benefit Enhancement,” campaign.
According to Conor Barron, digital communications manager with Bord Gáis Energy: “We’re committed to providing the best online experience possible and the new formats give us the opportunity to put users at the heart of our digital advertising. It’s been great to collaborate with key media publishers, the IAB, and other prominent Irish brands. as well as our media and creative partners Mindshare and Publicis. This project will move the industry forward in a way that will benefit users, brands and media owners.”
Derek Liddy, head of digital marketing, Aer Lingus added: “Aer Lingus constantly strives to embrace new approaches and technologies that improve our existing and prospective Guest user experience, be it onboard or online. As such, we were delighted to adopt IAB’s new flexible online ad formats which offer a more consistent thoughtful online experience for the viewer, regardless of device they engage with us on.”
“At DMG Media Ireland, we were delighted to have been involved in the implementation, design and testing of the new IAB Flex formats. This marks a major step change in the evolution of digital display advertising, the improvement in responsive functionality will help to deliver a truly seamless experience especially on mobile screens,” says Doug Farrell, group head of digital, DMG Media Ireland.
“This is an important step for Irish publishers in creating a better user experience for our readers. The LEAN ads initiative will ensure that brands can continue to reach our audiences in a more user-friendly way,” adds Cameron McDonnell, Sales Strategy Director, Journal Media.
“This first in Europe test campaign facilitated by IAB Ireland and led by Bord Gáis Energy, Aer Lingus, Vhi Healthcare and their agencies with DMG and Journal Media illustrates the commitment of the Irish digital ad industry to the earliest adoption of IAB best practice and cross industry initiative. We are very grateful to these leading advertisers for their generosity of spirit in sharing their learnings in testing the new IAB formats and so facilitating wider adoption of new user friendly digital advertising,” concludes Suzanne McElligott, CEO, IAB Ireland.