2017 IAB Research Hub

One in Four U.S. Adults Watches Original Digital Video, According to IAB Research 1

IAB Research Archives

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2017 IAB Research Released

Cross Media

  • IAB Cross-Media Ad Effectiveness Study
    Webinar 3/23
    Presentation
    January, 2017
    At the request of the IAB Research Council and sponsored by Drawbridge, YuMe and Discovery Communications, the IAB released the IAB Cross-Media Ad Effectiveness Study, a study that decisively proves via live campaigns across 5 verticals (Auto, CPG, Retail, Finance, Media) that the inclusion of digital formats (desktop, mobile web, mobile in-app) with traditional media campaigns (TV, print, OOH, radio) consistently improves the overall brand impact, both individually and in combination with traditional media formats. Importantly, the study provides evidence that desktop, mobile web and mobile in-app ads drive brand impact in cross-media campaigns: Mobile web ads combined with any other media improved brand familiarity of a new auto model by 19% and the inclusion of desktop ads with any media lifted brand consideration by 26%. Desktop plus mobile web plus TV proved to be a powerful combination.

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Digital Advertising

  • Ad Spend on Luxury
    January, 2017
    Spending on Luxury Advertising is expected to increase, especially in US.  This compilation of charts and stats from IAB research and other sources provides information on this lucrative market.

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