NEWS16 November 2009

IAB study highlights need for online brand research standards

News North America

US— Measurement remains one of the key factors inhibiting growth in online advertising, according to a new study from the Interactive Advertising Bureau and Bain & Company.

The study on online brand building says that “online ad formats and creative have not evolved to meet marketers’ needs”. It sets out an action plan advising media companies to create segmented offerings “to meet the separate needs of advertisers who are focused on building brands and those who are looking for direct response”.

It also advises them to offer “deeper” and more customised service and support to vertical industries, incorporating measurement of the impact of advertising on brands. The IAB says that working with other associations to establish clear standards for measurement of brand impact and reach and frequency is one of its priorities for improving online brand value.

Look out for the forthcoming December issue of Research for an in-depth look at research and online advertising.