IAB Research

The IAB conducts its own original research and gathers together the best research from leading market research firms to identify trends, offer insights and advice, and illuminate our industry for members and the general public.

Original IAB Research
IAB’s research analyzes trends in interactive media and marketing. With rigorous methodologies and proprietary data, IAB’s research provides companies with a strategic framework for interactive advertising allocation decisions.

IAB Research Trusted by Marketers and Agencies
The IAB is one of the most trusted sources for interactive marketing research. A study conducted by Frank N. Magid Research, found 77% of surveyed professionals thought IAB reports were especially valuable when planning and evaluating online advertising campaigns.

Internet Advertising Revenue Report 
The IAB’s Internet Advertising Revenue Report, a survey conducted independently by PricewaterhouseCoopers, is considered the most accurate measurement of Internet/online advertising revenues since the data are compiled directly from information supplied by companies selling advertising online.

Impacts and ROI of Internet Local, Classifieds, and Directory Advertising – March 2006 
The IAB and comScore Networks, Inc. conducted research to measure the effectiveness of online local search, directory and classifieds advertising, confirming the efficiency of online local, directory, and classified listings but reinforcing the importance of incorporating offline conversions into the ROI calculation.

Reaching US Hispanics through Interactive –2006
This study was created by the IAB’s Hispanic Committee in conjunction with eMarketer to articulate the value of using interactive to reach US Hispanics.

Understanding Early Life Changers: Active Internet Users with Predictable Purchasing Patterns.
In early 2007, the IAB commissioned Simmons Market Research Bureau to conduct The IAB Lifestages Segmentation Study. The purpose was to reveal new insights regarding the impact of major life events on consumers’ media consumption patterns and buying behaviors.

IAB Research Archive 
Older IAB research reports remain available here.

Leading Industry Research 
The IAB is pleased to compile and make available highlights of the latest research from leading market research firms

eMarketer Research—Updated Monthly
eMarketer aggregates and analyzes e-business research from over 2,800 sources, and brings it together in analyst reports, daily research articles and the eStat Database – the most comprehensive database of e-business and online marketing statistics in the world.

New Media Platform Proliferation Drives Advertiser Paradigm Shift—October 2006 (PDF)
Media research firm Interpret offers findings from its whitepaper, interpreting the New Media Landscape, quantifying new media usage and appetite for future consumption. This presentation highlights which consumers are using new platforms, which platforms show the strongest growth potential, what types of content "travel" best, and the transitional business models with the greatest likelihood for success.

For IAB and third party research prior to 2006, please visit our IAB Research Archive.