IAB Research Archives

2017     2016     2015     2014     2013     2012     2011     2010

The Data‐Centric Organization 2018

Marketers and publishers remain intensely focused on achieving “data centricity” across their organizations, with 90.1% of survey respondents saying they either have or are planning to develop an enterprise strategy to support the use of audience data. The same respondents said they expect those strategies will drive significant near‐term advances in how their organizations engage … Continued

The Rise of the 21st Century Brand Economy

For the past few years, disruption has been a constant in the media landscape. However, patterns are emerging that give clarity to the path forward for the digital media and advertising industry. In the consumer economy, we are in the midst of a shift from a century old ‘indirect brand economy’ to a ‘direct brand … Continued

IAB Sellers’ Intelligence Study

The Sellers’ Intelligence Study is a comprehensive research report conducted by PSB which reveals senior digital media executives credit professional education and development with increases in their company revenue by an average of 30 percent. A majority (86%) say formal training programs have been responsible for improving digital sellers’ job performance. Another benefit contributing to … Continued

Digital Influence on Financial Services Among Multicultural Audiences

US consumers, especially those invested in the stock market, say that the internet is their top influence after word of mouth in financial service or insurance purchases.  In fact, the internet holds more sway than TV over their financial service purchase decisions.  Multicultural investors are even more influenced by digital media, saying the internet outweighs … Continued

State of Data Report

For many years now, data has been reshaping the way that brands (and especially the folks concerned with their marketing, advertising, media sales and other customer‐centric functions) build and engage with their addressable audiences. That story—of Big Data and its proliferation across use cases—has been told many times. But less well known is how audience … Continued

Video Landscape Report

The current video landscape is complex and evolving due to the confluence of technological innovations and consumer behavior shifts. As part of our continued effort to simplify video and educate the advertising marketplace about the growth and value of video, the IAB Video Center of Excellence has created this “Video Landscape Report.” It was compiled … Continued

The OTT Co-Viewing Experience: 2017

The IAB Digital Video Center of Excellence has identified OTT/Connected TV as one of its research priorities in 2017. During the first half of 2017, the IAB Digital Video Center released the Video Content Discovery Study and the Changing TV Experience Study to understand the awareness and discovery patterns of video content across platforms, including … Continued

Media Influence on Telecom Purchases

IAB conducted a custom analysis of syndicated Prosper Insight data to look at the consumer purchase plans and media behaviors of US consumers around Telecommunications Services and Mobile Phones. The study compared the purchase plans and influence of various media types on US Adults 18 and older and compared them to Hispanic Americans, African Americans … Continued