*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.”
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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.
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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.
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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.
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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

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 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 »

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.
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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.
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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.
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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.