General Online Marketing Library

The Psychology of Sharing: Why Do People Share Online? October, 2011
The New York Times

Despite a profusion of articles and information surrounding social media and content sharing, the basic question of why people share content online has slipped by largely unanswered. This study, a comprehensive, three-phase research initiative undertaken by The New York Times, is the first to analyze the consumer motivations underlying online content sharing. In addition to identifying the five primary motivations for sharing, our segmentation analysis differentiates between sharing consumers and identifies the six primary personality types of online sharers.


How Tablets Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits October, 2011

Today’s digital media environment is rapidly evolving, driven by the proliferation of devices people use to consume content both at home, at work and on the go. Not too long ago, consumers depended solely on their desktop computer or laptop to connect online. Now, a growing number of consumers are likely to access a wide variety of digital content across a multitude of devices on a daily basis. With smartphones, tablets and other connected devices, consumers have become digital omnivores – not just because of the media they consume, but also in how they consume it. Cross-platform consumption has created a vastly different digital landscape, and it is one that requires insight into both the individual usage of devices as well as the nature of their complementary use.


SocialCode Unveils Facebook Advertising Research August, 2011

SocialCode, a full-service Facebook agency working with top global brands and agencies to translate their marketing goals on to Facebook, announces results from a new Facebook advertising research study.


Mobile Barcode Best Practices June, 2011

Mobile barcodes have gone from niche engagement tool to center-stage digital marketing vehicle, breathing life into traditional and digital marketing media by allowing brands to instantly engage with their target audience. Adding a mobile barcode to a static print advertisement, or on package or at shelf creates a new interactive opportunity for the brand owner or retailer to engage their target audience wherever they are.


Sharing: More Than Just Fans, Friends and Followers June, 2011

Sharing behavior—what people share and what they click on—reveals what is relevant to them at that moment. Marketers should consider sharing to be a sign of “inmarketness” and a prime audience for advertising. People are most likely to be sharing and clicking while brand consideration is still forming so sharing offers the relevance of search and remarketing, but at scale. Read more on this study from IAB member, ShareThis.


The Truth About Youth May, 2011
McCann Worldgroup

What motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come before? McCann Worldgroup asked 7000 young people around the world. In a world awash with information and misinformation, check out their TRUTHS.

Watch the video


Digital Audio Usage Trends: A Highly Engaged Listenership April, 2011
Park Associates White Paper developed for TargetSpot

The IAB believes these findings will help marketers, agencies, and media companies alike get a better handle on digital audio usage patterns, and we hope that this work inspires others to take a closer look at this dynamic and fast-growing sector of the interactive landscape.


Pharmaceutical Digital Marketing: Go Beyond Traditional Targeting April, 2011

Few verticals are as challenged by online marketing as the pharmaceutical industry. When it comes to digital targeting, pharma is between a rock and a hard place, even though its annual digital spend is over $1 billion dollars.1 While widely used in other industries, cookie targeting is generally avoided in pharma due to privacy concerns, even though the practice is not outright forbidden by the U.S. Food and Drug Administration (FDA). Yet finding other targeting means is not always easy. Beyond targeting, drug companies are hyper-sensitive to brand safety issues and can ill afford to have an ad displayed on a page with inappropriate content as it can undermine their credibility.


Planning Audience Reach with ‘Adjusted Unique’ April, 2011

Traditional cookie metrics inaccurately overestimates the number of unique users by 3X, which is a result of simple cookie counting and doesn't take into account deleted browser cookies. The new MRC certified "Adjusted Unique" metric from MediaMind statistically adjusts and calculates each unique user and help advertisers correctly assess the number of impressions they need to reach their desired audience.


The Power of Relevancy April, 2011

Digital marketers continue to experiment with the latest advancements in targeting to help them reach the right audience at the right time with the right message. As marketers navigate the increasingly complex digital marketing landscape, it’s important to understand which targeting techniques are most impactful and why. Using biometric and eye-tracking measures, Yahoo! unveiled surprising results about consumers' non-conscious reactions to online display advertising across different targeting techniques.


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If you are a member of the IAB and would like to submit research to our General Online Marketing Library, please email Shira Orbach.