IAB Launches Study Into Web Advertising

The Interactive Advertising Bureau (IAB) have today launched a six month independent study into the effectiveness of web advertising.

The study will investigate the power online advertising has in altering brand perception and awareness and will explore how brand categories, campaign objectives and frequency of results effect viewers responses to advertising.

The first stage of the research will be carried out by Taylor Nelson and will focus on the viewing behaviour of 100,000 web users. The final stage will analyse the effectiveness of internet advertising by following the off-line behaviour of consumers that have been exposed to an online campaign.

Chairman and chief executive of the IAB, Danny Meadows-Klue, said: “We’ve just finished a major project analysing the impact of the new advertising formats with the support of BA, Coke and Unilever (see New Formats For Advertising Online). For this next project dozens of UK media owners are taking part supported by agencies and advertisers to learn more about the brand impact and response effects of web advertising.”

The research, which according to the IAB is the most significant of its kind ever to be undertaken in Europe, has been welcomed by the IAB and ISBA.

ISBA’s director of media and advertising affairs, Bob Wooton, said: “Online is establishing itself as a credible medium, but some would argue that it still rests on early successes in delivering absolutely quantifiable direct response. Key to its future revenue growth will be the ability to demonstrate that it can also help build brands. With ISBA’s support, the IAB is launching a welcome research initiative which it hopes will underpin this claim and is seeking the participation of interested advertisers.”

Internet Advertising Bureau: 020 8683 9667 www.iabuk.net

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