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IAB Launches Cross Media Ad Engagement Study
In the UK, the Internet Advertising Bureau (IAB) has launched cross-media research with Carat Insight to measure the effectiveness of different media in encouraging consumers' engagement with automotive brands.
The research, described as an 'industry first' and using both focus groups and online questionnaires, aims to:- Demonstrate the ability of internet advertising to drive brand engagement,
- Show that it is possible to measure the effects of internet advertising on building brands,
- Identify how online interacts with other touchpoints to increase brand consideration and purchase intent.
The first focus of the study is the automotive 'Supermini' market, which includes models like the Renault Clio and Ford Fiesta. The research will compare the effectiveness of online with other media - such as TV, outdoor, PR and even word of mouth - in engaging consumers.
Guy Philipson, Chief Executive of the IAB believes the study, 'will help advertisers understand how online performs as a brand medium in the overall mix - specifically in terms of engaging consumers. It's an industry first and should be a catalyst in attracting more brand advertisers online.'
The study is based on a sample of 1000 female internet users with children under sixteen, a non-techie audience and an important group for advertisers as they hold significant influence over household spending. The full results of the study will be presented at the IAB's Engage 2006 conference in the autumn.
The IAB is online at www.iabuk.net .
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