How IAB UK engaged marketers with high-quality Video Native ads in the United Kingdom
How IAB UK engaged marketers with high-quality Video Native ads
IAB UK unites the digital advertising industry to champion innovation, set shared standards, and make the complex simple by bringing together over 300 members from publishers, ad tech providers, agencies, and brands. They partnered with the agency December 19 to launch a campaign that encouraged marketers to rediscover the joy of digital advertising.
The challenge
The goal was to re-engage the marketing community with a message focused on optimism, quality, and better digital experiences. However, reaching marketing professionals efficiently is difficult:
Therefore, the campaign needed:
- Quality publisher environments
- Strong video engagement
- A format that respects user experience
- Clear, transparent reporting and optimisation
- A smart way to reach marketers wherever they were reading
IAB UK and its agency, December 19, needed a partner that could deliver meaningful, high-quality engagement at scale without sacrificing efficiency.
Solution
December 19 chose the Readpeak platform, because of its IAB Gold Standard certification and proven track record with B2B and professional audiences. Client, agency, and tech provider worked closely together throughout, with full transparency across targeting, optimization, and reporting.
- Native video format combining autoplay video with headline and summary for stronger storytelling
- Premium UK publisher network across major news and business titles
- Cost-per-completed-view (CPCV) buying model, so they only paid for completed views
- Cookieless contextual targeting that accurately identifies marketing professionals
- Proven performance for B2B and professional campaigns
The Readpeak format naturally supports storytelling, making it a strong fit for a campaign built around championing better digital advertising. The campaign ran IAB UK’s creative across carefully selected premium publishers using native video placements.
Four video creative themes were used: baking, ballet, yoga, and DJ-ing. Each video had tailored headlines and summaries encouraging marketers to rediscover the joy of digital and explore IAB resources. The Video Native format included:
- In-feed autoplay video
- Supporting headline
- Short summary for context
- A user-friendly experience
Targeting used the platform’s automatic contextual model, reaching marketers across different reading environments without cookies. The CPCV model kept delivery efficient and cost-effective.
Results
The campaign exceeded expectations, delivering high-quality engagement with marketing professionals at scale. The combination of strong creative, premium placements, and a non-intrusive storytelling format helped the campaign stand out with its target audience.
255,000 completed video views
912,000 impressions
Strong view-through rates across premium publishers
Efficient, value-focused delivery in carefully selected environments
This campaign demonstrates that when quality creative is combined with premium publisher environments and formats that respect user experience, digital advertising performs better and feels better.
For a message focused on rediscovering the joy of digital advertising, the placement strategy itself reinforced the theme. The campaign reached the right audience, delivered strong value, and supported a wider conversation about quality and trust in digital advertising.
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