IAB conducted a study to answer ongoing industry questions around the efficacy of cross-media ad campaigns. The study set out to prove whether or not including desktop and mobile ads in a multiplatform ad campaign improves brand impact and if so, by how much. The study further sought to parse out the impacts of each digital media format both individually and in combination with other media formats to give a total picture of digital’s brand impact on cross media ad campaigns.
To that end, the IAB commissioned Research Now to conduct ad effectiveness studies across two live ad campaigns which included a variety of traditional and digital media types. In a first of its kind, the study captured Mobile In-App in addition . . .
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