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 average uplift in brand awareness of 21% for campaigns that make use of digital display advertising. Brand perceptions saw an average rise of 2%, education by 2% and purchase intent by 3%.

“The overall average scores were really positive, but obviously the average represents a broad range of results and some campaigns increased brand metrics by as much as 55%,” said Tim Elkington, Chief Digital Officer at the IAB UK. 

“This demonstrated that to get the best possible results you still need to plan and execute campaigns with care and use compelling creative.” 

Shifting the dial

Alistair Hill, CEO and co-founder of On Device Research said, “It's no secret that a short-termism in how we measure digital impact is still pervasive in a market which still erroneously talks about click through rates in the context of brand spend. Brand metric shifts are linked to long term brand health and digital has a clear weight in shifting the dial."

In terms of the most effective formats for digital display advertising, the report puts digital banners and videos at the top of the food chain.

“In a fast-changing marketplace, the new industry narrative for digital needs to be based on real insights, not just opinion or clicks,” Jane Ostler, Global Head of Media, Insights division at Kantar added. 

“As more advertising spend is directed to digital, brands and agencies must be ready to maximise the incredible opportunity to get into consumers’ hearts and minds. All media channels therefore need to prove their value for brands, and it’s vital that advertisers understand how their campaigns are performing.”

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