Welcome to the AD Europe Research Centre - with the latest research on european and global, online and mobile advertising.
IAB Europeís White Paper on Online brand advertising
Publisher: IAB Europe Brand Advertising Committee
Publication: June 2010
This White Paper is the first project of the IAB Europe Brand Advertising Committee and aims to prove and promote the web as a vehicle for branding, as well as to educate readers about the power and value of digital for brand advertisers.
Based on the huge demand from the advertising industry for more detailed information, research and case studies that prove the strength of digital for online branding it provides an holistic view of measurement, formats, targeting and cross-media as well as useful evidence of how digital campaigns can support brands. The findings are based on insights, analysis and experience from the most respected market players, advertisers, research companies and service providers in the industry.
While acknowledging the industryís rapidly growing success, the reportís author, Eric Urdahl, Chairman of IAB Europeís Brand Advertising Steering Committee and Head of International Business at United Internet Media AG Germany, challenges complacency among advertisers who are reluctant to invest effective budgets in digital advertising. He points out that there is still a yawning gap between ad spend online and offline in spite of the proven edge that online has in delivering impressive results for brand advertising.
Get your copy of the white paper here.
comScore - How Online Advertising Works: Whither the Click in Europe?
Publication: March 2010
- There are indeed latency effects and branding effects even when click rates on the ads themselves are minimal
- Visitation to the advertiserís web site rose by 72% on average
- Likelihood of consumers conducting a trademark search query using the advertiserís branded terms increased by 94% on average
For details please download the complete study here.
reconnect Europe the biggest ad format study in Europe
Is it possible to plan homogenously across Europe? - find out here