IAB launches cross media advertising engagement study

The Internet Advertising Bureau (IAB) has commissioned Carat Insight to run a cross media research study in the UK looking at how internet advertising works alongside more traditional media to change and strengthen consumer relationships with brands.

The study will measure brand engagement for automotive ads carried online, in print and outdoor, as well as on TV and radio.

IAB chief executive, Guy Philipson said: “This cross media study will help advertisers understand how online performs as a brand medium in the overall mix – specifically in terms of engaging consumers.”

A sample of 1,000 female internet users with children under-16 have been recruited for the study, as they are a “non-techie audience” that hold significant influence over household spend, according to the IAB.

Full results will be presented at the IAB's Engage 2006 conference this autumn.