New IAB Europe Library illustrates effectiveness of digital for branding campaigns

24 February 2015

IAB Europe has launched the Library of Ad Effectiveness Case Studies to give advertisers more insight on the effectiveness of digital advertising for branding campaigns.

A recent Metrics and KPIs survey undertaken by IAB Europe revealed how more than 80% of advertisers want to gain a better understanding of how digital can work for brand advertising. IAB Europe has launched the Library of Ad Effectiveness Case Studies to address this need.

Highlighting the effectiveness of digital for branding campaigns

The library brings together recent case studies from across Europe to demonstrate how traditional brand key performance indicators (KPIs) are achieved and measured in digital.

As part of IAB Europe’s strategy to drive brand investment into digital the library demonstrates that brand KPIs such as brand awareness, brand recall, purchase intent and brand perceptions have been enhanced with digital campaigns, including mobile and video advertising formats.

Alison Fennah, Executive Business Advisor at IAB Europe said “This initiative is important to show the increasing contribution of digital advertising to the KPIs which are traditionally most popular with brand advertisers.”

A variety of markets and brands

The studies cover a range of Western and Eastern European markets and a variety of brands including Audi, British Airways, Danone, Duracell, Leibniz, Microsoft, Philips, Renault and Toyota.

The following organisations are featured in the library at the time of launch BVDW, Exponential, Gemius, IAB Poland, Millward Brown, MediaCom, Mobilike, nugg.ad, Widespace and United Internet Media.

Get your case study featured !

The Library is an ongoing initiative and if you are an IAB Europe member or National IAB member and would like to find out about featuring your case studies then please contact: puffett@iabeurope.eu