IAB Research Archives

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Digital Video Viewers And Brand Connection

The IAB Digital Video Center of Excellence has conducted a primary consumer research study to gain a deeper understanding of digital video viewers and their connection with brands. The study aims to: Develop a deep understanding of the Original Digital Video (ODV) audience and gain insight into the connection between ad-supported ODV viewers and brands … Continued

Personal Prime Time

As consumers’ media habits evolve, they are creating their own “personal prime times”—points of highly concentrated engagement throughout the day, which offer valuable advertising opportunities across a range of content verticals and digital screens. This research, entitled “Personal Prime Time,” demonstrates that brands should no longer expect a single, universal moment of greatest engagement. While … Continued

2018 International Breakfast: Driving the Global 21st Century Brand Economy

During the 2018 IAB Annual Leadership Meeting in Palm Desert, California, 75 industry leaders from 26 countries joined the International Breakfast on Tuesday, February 13, to discuss the global challenges faced by an increasingly interconnected industry. The event began with opening remarks from Randall Rothenberg, CEO, IAB and Dave Grimaldi, Executive Vice President, Public Policy, … Continued

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