The online advertising marketplace has changed dramatically in the past 12 months. Market growth slowed, and prices eroded as advertisers shifted to lower-cost inventory. And overall, there is the risk that online advertising may be viewed increasingly by advertisers as a “performance” medium opposed to a brand-building medium.

To combat this challenge, the IAB made demonstrating interactive media’s value for brand marketers a strategic priority for 2009. In March, the IAB and Bain & Company launched the market-making research project Building Brands Online: An Interactive Advertising Action Plan. The research combined a survey of over 700 leading marketer decision makers or influencers with in-depth interviews with senior executives from leading companies throughout the interactive advertising ecosystem.

On November 12, the IAB along with Bain & Company released Building Brands Online, a ground-breaking study on how to overcome the current challenges of brand advertising online. To open a senior dialog on the research, the IAB held a special invitation-only breakfast release that drew 100 leaders from brand marketing, advertising agencies and media companies. John Frelinghuysen, Partner, Bain & Company, presented the key findings of the study. A frank panel discussion on the implications Building Brands Online will have on the industry followed. Moderated by Randall Rothenberg, it featured Edward R. Ernhardt, President, ESPN Customer Marketing and Sales, Jack Griffin, President National Media Group, Meredith, Brian Perkins, Corporate VP, Johnson & Johnson, and Jim Speros, EVP & CMO, Fidelity Investments.

Building Brands Online helps you:

Build fresh insights into brand marketers’ needs and evolving strategies
Deliver a prescriptive action plan for online media companies to enhance offerings for brand advertisers

The study creates a road map for interactive publishers, pointing out changes in both value proposition and go-to-market strategy in order to win more brand advertising dollars and grow the interactive advertising market as a whole.

Download Building Brands Online here.

A more in-depth version of the study is available to IAB members on the Interactive Insider members-only section of IAB.net. For press inquiries, please contact Marla Aaron, Director, Marketing & Communications at marla@iab.net.