IAB Cross-Media Ad Effectiveness Study

IAB

EMEA

Category Impact/pagetraffic/viewability

Media associated with this project

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Overview

The study set out to prove whether or not including desktop and mobile ads in a multiplatform ad campaign improves brand impact and if so, by how much. The study further sought to parse out the impacts of each digital media format both individually and in combination with other media formats to give a total picture of digital’s brand impact on cross media ad campaigns.

In summary, the research shows that across 5 verticals (Auto, CPG, Retail, Finance, Media) the inclusion of digital ad formats in a traditional campaign improves brand impact both individually and in combination with traditional media formats.

Reach of Media Related to the Research

national media digital

Type of Media Related to the Research

Cross-media