The two-stage survey, launched in March, combined semi-structured interviews with an online survey of 700 members of the European digital business community. Results highlighted that online advertisers were looking for a better understanding of how online can perform as a brand advertising channel and of how it can work in combination with other media.

• 77% thought that an industry-wide accepted online measurement currency and established metrics (such as reach, frequency and GRPs) would help drive investment into online brand advertising.
• More than 9 in10 stated that online measurement needs to become more compatible with TV.
• Viewable impressions and establishing a core set of brand KPIs was seen as important by three quarters of respondents.
• Traditional brand KPIs such as brand awareness and purchase intent were rated as more important than interaction KPIs such as clicks.

Manfred Mareck, vice chairman of IAB Europe Brand Advertising Committee, said: “Whilst there are many tools which enable marketers to plan and measure the delivery and success of their digital campaigns it’s clear that brand investment in digital channels is still lagging behind due to uncertainties about how online channels can work best for brand advertising campaigns.”