The IAB is a hub for thought leadership in the interactive advertising industry. Resources in this section will help you make the case for interactive and implement strategies for successful campaigns.
Mobile-Local Performance Stats
Just one year after declaring the “year of mobile”, the industry continues to accelerate at an exciting rate as
brands and SMBs learn the value of mobile advertising. Leading the charge in mobile’s continued growth is
the value found in local-mobile targeting. From big brands to local businesses, mobile-local is making its way into advertising budgets in a big way.
Visible Measures: Social Video Advertising Report
Audiences chose to watch advertisements over 1.3 billion times in Q1 2012, making it the biggest social video quarter in history. The recordbreaking view count of 1.3 billion marks an increase of over 40% compared to Q1 2011, and a massive 225% jump compared to Q1 2010.
Historically, Q1 produces big numbers because of the Super Bowl, but the significant increase in views this quarter compared to previous years illustrates just how fast the social video industry is growing.
U.S. Video Market At-A-Glance
This infographic represents the total video impressions served through Videology (not the total overall internet video audience) from Jan- Mar 2012.
eMarketer: Quantifying Digital Brand Ad Effectiveness
As companies invest a greater portion of their branding dollars in digital advertising, marketers are facing increased pressure to prove digital’s branding effect both as a single channel and as a subset of a larger branding campaign. Many have been quick to discover this is no easy task.
Discovery Research: Video Perceptions Study
Over one thousand Discovery Viewers were surveyed about their media habits and thoughts concerning advertising in the digital age. The study sought to explore how adoption and usage of new devices and platforms is impacting consumers’ relationship with content and acceptance of advertising.
comScore: Changing How the World Sees Digital Advertising
Across the globe, digital media has become an important component of every advertiser’s marketing mix. Just as we’ve seen tremendous growth in terms of the volume of digital advertising, the landscape itself has also experienced a massive evolution. Read about these challenges in comScore's recent Charter Study.
Nielsen: U.S. Digital Consumer Report
Consumers have more choices than ever for accessing their digital content. As more devices become increasingly connected, the ability to access the same pictures, videos or music files across multiple devices has become a valuable feature.
BuzzMedia: Mobile Millennials
BUZZMEDIA Labs partnered with Research Now to explore the digital habits of U.S. young adult consumers (aged 18-24) who currently own a Smart Phone or Tablet. Read about their findings.
Digital Video Advertising Trends: 2012
Break Media partnered with market research leader Advertiser Perceptions Inc. for its second in-depth study of digital video advertising. The goals were to look at how advertisers
planned video ad spend in 2011 compared to their actual spend, what formats and practices are growing, and how and where advertisers plan to place video ads the next 12 months.
MediaMind: The Rich and the Powerful
Rich media ads boost advertiser site visits nearly three-fold compared to standard banners. A newly released MediaMind analysis looks at how rich media and standard banners affect site visits.
VideoMind Video Index Report
This report, by Ooyala, offers a quarterly overview of the state of online video. The data set is vast: Ooyala handles more than 1 billion analytics pings per day, which reflect the anonymized viewing behavior of over 100 million monthly global unique users. Ooyala distills this data to help publishers make better decisions on how to tap new markets, grow audiences and increase revenue.
Sharing: More Than Just Fans, Friends and Followers
Sharing behavior—what people share and what they click on—reveals what is relevant to them at that moment. Marketers should consider sharing to be a sign of “inmarketness” and a prime audience for advertising. People are most likely to be sharing and clicking while brand consideration is still forming so sharing offers the relevance of search and remarketing, but at scale. Read more on this study from IAB member, ShareThis.
*NEW* Screens to the nth
“Screens to the nth,” developed in partnership with Ipsos MediaCT leverages a combination of sources including HearWatchSay, an online research community of 5000 media-savvy individuals. The study explores different types of simultaneous viewing and the key drivers of those behaviors, showing that multitasking is a popular activity while consumers are watching live TV, with 63 percent of respondents reporting that they used a connected device for at least a few minutes the last time they watched live TV. Fifteen percent used more than one device. Read more here.
*NEW* The Multiscreen Marketer
“The Multiscreen Marketer,” a study commissioned from Econsultancy by the IAB iTV Committee and IAB Mobile Marketing Center of Excellence further explored both the challenges and the opportunities that marketers, agencies, and publishers face in an increasingly complex multidevice, multiplatform consumer environment. Read more here.
*NEW* Cutting Through the Hype: How Industry Buzz Translates into Real World Consumer Activity
Tablets, connected TVs, OLED TVs, and ultrabooks all have gotten hype. What does this mean for advertising? This exciting research was conducted using HearWatchSay, an online community of approximately 5,000 media-forward consumers, developed in partnership by IAB and Ipsos. Read the exclusive findings on how the digital advertising landscape will change with the emergence of new devices.
*NEW* PulsePoint: Bridging the Digital Divide
Global digital technology company PulsePoint fielded a study in partnership with The CMO Club and Digiday, that examined the digital marketing, capabilities, top challenges and priorities of 400 senior marketers, agency executives, and publishers. The landmark report revealed a glaring divide between consumers and the current digital marketing practices used to engage them. Read more »
*NEW* IAB Internet Advertising Revenue Report for Full Year 2011
Internet ad revenue soared to a landmark high of $31 billion in 2011, according to figures released by the IAB and PwC. That milestone represents a 22 percent increase over 2010’s full-year number, which itself had been a record-breaker at $26 billion. Read the 2011 Full Year Internet Advertising Revenues press release.
IAB Global Mobile Anthology: Worldwide Perspectives on Mobile Media
One clear conclusion from this global mobile overview is just how diverse the mobile landscape is from country to country. In terms of consumer adoption, device/OS market share, and local IAB priority, mobile varies widely from country to country. Read more »
Millennial Media’s Mobile Madness Report
Millennial Media partnered with the IAB to commission Harris Interactive to conduct an in-depth survey of over 2,000 U.S. adults about how they engaged with mobile devices during the 2012 NCAA Tournament. A snapshot of these findings, combined with Millennial Media’s platform data, is released in this Special Edition S.M.A.R.T.™ Report.
IAB Rising Stars Ad Interaction Research
Users’ interactions and reactions were monitored (mouse interactions, eye tracking and facial expressions) as they were exposed to either a Rising Stars ad or a standard ad (same ad, same content page), and then followed by a survey. Read the results here.
The Path to Consumer Electronics Purchases
Examining consumers who said that they preferred to buy consumer electronics in “Discount Stores,” “Speciality Stores” or on the “Internet,” revealed that all three groups are influenced by a variety of media, over-indexing against the U.S. average on internet advertising and social media across the board. In fact, among the mass media, internet advertising is second only to televsion networks in influence, surpassing magazines, newspapers, direct mail and radio. The reported influence of internet advertising significantly over-indexes the U.S. population among those who shop in “Specialty Stores” and on the “Internet.”
Download the deck (.pdf, 311 KB)
IAB Digital Usage Trend Report, February 2012
The IAB Digital Usage Trend Report shows general usage of the internet and digital video as measured by ComScore and Nielsen, along with rankers for top 50 sites, ad networks and video sites by different measures and demos.
The report is available to IAB members only as part of the Interactive Insider.
IAB 2011 Year End Internet Audience Trend Report
The IAB 2011 Year End Internet Audience Trend Report gives a broad overview of the digital landscape and outlines internet usage trends using ComScore and Nielsen metrics. Rankers include top properties, top ad networks and top categories coupled with year over year change of each property within the top 10. Also included are top online video properties and video ad networks. A brief overview is given of top online properties by key demographics with year over year change. Finally, the top digital advertisers of 2011 are listed.
The report is available to IAB members only as part of the Interactive Insider.
Microsoft: New Ad Formats.. The Science Bit
The IAB’s Rising Stars formats were selected for their potential to drive brand equity at scale. But marketers and planners want to know how they compare to the current ‘go-to’ standard formats for branding at scale such as the MPU. Why? Because nowadays it is all about ROI not risk. The new formats are more expensive to buy, so the market needs evidence to justify that price premium and discover their true value in brand storytelling.
Read more »
IAB Mobile Sports Savvy Index has Patriots Fans Edging Out Giants Fans
The benefits of mobile internet access are beginning to be felt increasingly broadly, both in consumers’ daily routines, and in special occasions—holidays, traditions, and events. Among those mobile-impacted events, of course, is the Super Bowl. According to Nielsen, Super Bowls rank as five of the top six most viewed US telecasts of all time, and it seems likely that 2012’s game will maintain that tradition. This report examines how the rise of mobile interactivity is impacting this particular American tradition. Although for most of its existence the Super Bowl has been a one-screen phenomenon (namely, the big one in the living room), the data show that for increasing numbers of US consumers, it’s much more likely to be a two-screen event.
Read more »
From Information to Audiences: The Emerging Marketing Data Use Cases
The world’s Twitter feeds, iPads and libraries may not stand a chance against this onslaught of information. But to the world’s marketers, the proliferation of data has given rise to what may prove to be the most substantial commercial opportunity since the emergence of the World Wide Web: the ability to better understand consumers, seamlessly match “right-time” offers to their needs and optimize the management of profitable, long-term customer relationships.
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Mobile Shoppers: Ubiquitous Data Spawns Savvier Consumers
Mobile internet connectivity changes everything. How we stay in touch with friends and family; how we inform and entertain ourselves; and how we navigate our ways through our daily lives all are transformed when armed with a wirelessly connected smartphone or tablet. This briefing examines the mobile shopping audience today, along with the distribution of mobile-savvy shoppers across major US cities.
Read more »
IAB Internet Advertising Revenue Report for First-Half 2011
Internet ad revenues rose 23.2 percent - to a record $14.9 billion - in the first half of 2011, according to figures released by the IAB and PwC. The rate of growth more than doubled year-over-year, as last year's first-half ad revenues of $12.1 billion had represented an 11.3 percent increase over 2009. Read the Q3 Internet Advertising Revenues press release
JWT: An Exploration of Channels
Communications channels have proliferated exponentially, and consumers have unprecedented control over them. Advertisers, media owners and agencies have leapt in, trying to figure
out this new landscape even as it's morphing, maturing, evolving and innovating. Which all makes for a messy new world … one that's generally not being leveraged and utilized quite as well as it could be. Through this project, JWT hopes to add some clarity to the conversation. Read more »
360i Report on Hispanic Digital Influencers
360i collected and analyzed the activity of 150 Hispanic digital influencers to understand the role these individuals play in leading conversations among their constituents. This analysis can help marketers better tailor their Digital Word of Mouth campaigns to motivate these influencers. Read more »
A Day in the Life of Digital Video Ads
While most video ad campaigns are designed to raise awareness and persuade customers, clicks remain a key metric for many advertisers. Whether the goal is getting people to share a link on Twitter, driving people to have a deeper conversation on a brand’s Facebook fan page or getting viewers to take an action like filling out a product review or actually buying a product online, a large contingent of advertisers use clicks as a barometer of specific campaign goals, especially where survey and other metrics can fall short. The question then arises for these marketers: you might have reached the right viewer, but did you reach them at the best time to drive these clicks? Read more »
State of Mobile Measurement
Mobile Measurement today is challenged by serious methodological and technological limitations. The growth in mobile ad spend and consumer usage requires sound measurement and reliable methodologies to understand audience behavior and ad effectiveness.
Read more »
Affluent Consumers in a Digital World
In order to explore how affluent America views and uses digital media the IAB partnered with Ipsos Mendelsohn, an independent research firm that is the preeminent source for knowledge about affluent lifestyles, media use and product usage.
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Marketer Perceptions of Mobile Advertising
Ovum has conducted a ground breaking survey among marketers at 300 US companies to provide a unique insight into mobile advertising from a buyer perspective. The survey was conducted on behalf of the IAB’s Mobile Marketing Center of Excellence with the aim of helping its members and the wider industry to understand better how mobile advertising and marketing is perceived by the budget holders for these products and services.
Read more »
IAB Best Practices for Conducting Online Ad Effectiveness Research
Online ad effectiveness research is an important tool for marketers seeking to understand how their campaigns perform. However, it is challenged by serious methodological limitations. Questions around recruitment, sample bias and deployment are hampering the validity of this research and undermining the industry as a whole. The growth in online advertising spend requires sound measurement and reliable methodologies to prove effectiveness.
Read more »
An Inside Look at Demand Side Perceptions of Digital Video Advertising
Examine the views of marketers and agencies about digital video advertising. The study shows that a shift in ad dollar allotment is starting to take place as advertisers are beginning to recognize the value. Read More »
Consumers Driving the Digital Uptake: The Economic Value of Online Advertising-based Services for Consumers
New McKinsey & Company study, commissioned by IAB Europe demonstrates value of free Internet services - Read More »
Building Brands Online
The IAB and Bain & Company release In search of a premium alternative: an action plan for online brand advertising,the final result of the Building Brands Online research and analysis.
Stay up to date with the latest data in interactive advertising: Featuring research and analysis from PricewaterhouseCoopers, Bain, Booz & Company and more.
Learn how to execute interactive campaigns with the latest resources for the IAB and its partners. Featuring platform specific tools on social media, mobile, digital video, games and more.