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.
Building Brands Online helps you:
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].