General Online Marketing Library

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.


Xbox helps Reese's sweeten brand awareness and engagement March, 2011
Microsoft Advertising

Because 57 percent of the Xbox LIVE® 18+ audience doesn’t use TV as their main form of entertainment, Microsoft® Advertising created a visually rich Branded Destination Experience (BDE) to reach consumers who would miss Reese’s TV ads. The campaign was one of the best performing in Xbox LIVE history, with click-through rates as high as 10 percent and engaging over 1.4 million contest participants. Users responded strongly to the content by downloading more than 124,000 streams of the Reese’s ad.


DoubleClick January, 2011
Response Rates

Display advertising is going through the biggest and most important revolution in its history. DoubleClick shares benchmarks for measuring click through rates on display ads in this trend report. Please note the data is DoubleClick's internal data and not representative of the entire market.


Mobile Internet – Delivering on the Promise of Mobile Advertising January, 2011

Mobile Internet – Delivering on the Promise of Mobile Advertising represents the first in a series of white papers from Yahoo! that provides an overview of the mobile landscape, explores the potential of emerging applications and explains mobile capabilities to marketers looking to integrate mobile into their advertising campaigns. This paper discusses mobile and tablet usage, delivers insights about mobile advertising effectiveness, presents real world case studies and details current best practices in mobile advertising.


InsightExpress' Mobile InsightNorms January, 2011

Yearly comparisons show that mobile campaigns in the past year have done a great job of capturing consumers’ attention (Mobile Ad Awareness metric) and educating them (Message Association metric). For the most part, the other metrics have remained relatively stable over the past three years. This demonstrates that mobile is maintaining its effectiveness, even as it becomes more established.


U.S. Video Market At-A-Glance January, 2011

This infographic represents the total video impressions served through Videology (not the total overall internet video audience) from Jan- Mar 2012.


Online Video & the Media Industry January, 2011

Brightcove and TubeMogul have teamed up to develop an online video index and quarterly research report, which will help identify key industry trends and answer questions about the state of the industry.


Retail shoppers: purchase paths and the media that influences them December, 2010
Microsoft Advertising

A just released Microsoft Advertising study—in partnership with Carat—looked at how shopper behavior has changed, specifically how shoppers approach purchase decisions and the media that influences these purchases.


Moms in the multi-screen world December, 2010
comScore & ValueClick

Microsoft Advertising recently conducted a study on the media usage, attitudes and expectations of “Multi-screen Moms.” Some key findings: Moms are leaders in screen convergence, extending media activities across multiple screens, especially mobile media. Moms are more receptive to marketing messages on every screen compared to other audiences. Moms highly value consistent, connected cross-screen media experiences.


Cross-Platform Optimization: Getting to a Smarter Mix November, 2010

In today’s media landscape, content is consumed across multiple media, often simultaneously. To most effectively reach your target audience, media buying and planning must evolve to keep up with these changing consumer dynamics. Recognizing the challenge that planners and brands face when optimizing media allocations across multiple platforms, Yahoo! and Nielsen partnered on a new methodology to identify a “Smarter Mix” of media spending across platforms.


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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.