Home > IAB Insights & Research > Industry Data & Landscape > Building Brands Online

Building Brands Online

May 13, 2010—The IAB and Bain & Company release In search of a premium alternative: an action plan for online brand advertising,the final result of the Building Brands Online research and analysis.

Beginning in March 2009, 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. This final output of the project presents a transformation roadmap for the interactive advertising industry, aimed at helping ad sales organizations grow their share of national brand advertising by better addressing marketers' online branding needs. Among the recommendations are changes to the value proposition and the go-to-market strategy for interactive publishers' online advertising offerings and new metrics to gauge online advertising effectiveness.

The project was undertaken in response to dramatic changes in the online advertising marketplace. Market growth slowed, and prices eroded as advertisers shifted to lower-cost inventory. And overall, there was the risk that online advertising may be viewed increasingly by advertisers as a “performance” medium opposed to a brand-building medium. So in order to combat this challenge, the IAB made demonstrating interactive media’s value for brand marketers a strategic priority. 

On November 12, 2009, the IAB along with Bain & Company released Building Brands Online, the initial 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 

Download In search of a premium alternative: an action plan for online brand advertising
Released May 13, 2010

Download the Building Brands Online Presentation
Released November 12, 2009

A more in-depth version of the presentation is available to IAB members on the Interactive Insider members-only section of IAB.net. For press inquiries, please contact Shira Orbach at [email protected].  

Read the November 12, 2009 Press Release on Building Brands Online

Photos From the November 12, 2009 Building Brands Online Release