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IAB Canada Launches Media 'Imperatives' Tool
The Interactive Advertising Bureau (IAB) in Canada has launched a new tool to help media practitioners understand how a combination of Internet and TV advertising impacts on consumer behaviour.
The new Media Imperatives Tool allows users to see a graphic depiction of how various combinations of Internet and TV usage relate to actual consumer product usage and purchase behavior.
For instance, the Excel-based tool has already shown that Internet Imperatives (consumers who are heavy Internet users, but only light TV viewers), are most likely to be found among groups spending $1.5k+ each month on credit cards, or who recently purchased a new car for $50k+.
'The connection between heavy Internet usage and increased purchasing power becomes even more impactful than a simple list of facts when it's presented in the type of graphical format that's generated within the new tool,' states Director of Research, Steve Rosenblum. 'It demonstrates over and over again, that among purchasers of mid- and up-market goods and services, it's imperative that Internet advertising be on the plan.'
The tool is available to media planners and buyers who already subscribe to PMB's (Print Measurement Bureau) syndicated media research study, which provides data on print readership, non-print media exposure, product usage and lifestyles.
IAB Canada is a not-for-profit association representing a membership composed of advertisers, agencies, publishers and interactive service associates. It recently launched an appeal for Canadian professionals to join together to help advance excellence in the area of online audience measurement.
Web sites: www.iabcanada.com and www.pmb.ca .
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