IAB: digital display raises brand awareness by up to 12%
The Interactive Advertising Bureau (IAB) has realeased the results of its meta-analysis into the effectiveness of digital display advertising campaigns.
The report, created in collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), looked at the results from 675 individual campaigns from 2008 through to 2017.
The metrics used to measure how well campaigns performed were brand awareness, brand perception, education and sales intent.
The results point towards an...