NEWS25 February 2015

IAB Europe launches digital advertising effectiveness library

Europe News

EUROPE — The Interactive Advertising Bureau (IAB) Europe has launched a library of case studies illustrating the effectiveness of digital advertising for branding campaigns.

The Library of Ad Effectiveness Case Studies brings together recent case studies from across Europe to demonstrate how traditonal brand KPIs are achieved and measured in digital.

Launched as part of IAB Europe’s strategy to drive brand investment in digital, the library is intended to demonstrate how brand KPIs including brand awareness, brand recall, purchase intent and brand perceptions have been enhanced with digital campaigns, including mobile and video advertising formats.

The case studies cover a number of brands including Audi, British Airways, Danone, Microsoft, Philips and Toyota.