IAB Insights & Research
The IAB is a hub for thought leadership in the interactive advertising industry. Resources in this section will help you make the case for interactive and implement strategies for successful campaigns.
How Media Work

Data Segments: Looking Under the Hood

‘Data Segments: Looking Under the Hood’ is meant to help media researchers understand the world of data.  The purpose of this document is to provide clarity and transparency to a typical data Segment, such as ‘Auto Intenders’, ‘Golfers’ or ‘Women 18-34’.  This document was created to illustrate the many options and decipher the data source origins that might be used to derive a particular segment by a particular company.  These data segments are significant to publishers because their inventory is often bought and sold based on reaching these targets.  This document serves to educate the reader on what is behind the segments that a data company might provide them.  It further serves to illustrate the complexities involved in targeting segments and how many points exist where the data could be misinterpreted.


 


Media Multitaskers and Purchase Influence

IAB conducted a custom analysis of syndicated Prosper Insight data to look at consumer and media behaviors of ‘Media Multitaskers’, or those who regularly go online while watching TV as compared to the general Adult 18 and over population in the US. Read the blog post.


 


Programmatic Everywhere? Data, Technology and the Future of Audience Engagement

“Programmatic Everywhere? Data, Technology and the Future of Audience Engagement,” published in partnership by IAB and Winterberry Group, presents a snapshot of how industry constituents are practicing “programmatic” today. Read more here.


A Comprehensive Picture of Digital Video and TV Advertising

“A Comprehensive Picture of Digital Video and TV Advertising: Viewing, Budget Share Shift and Effectiveness” provided a benchmark on how real TV schedules across key advertiser verticals perform as money moved to digital. Read the full report here.


Defining and Measuring Digital Ad Engagement in a Cross-Platform World

This whitepaper breaks through the maze of thousands of existing metrics and analytics that are referred to as Engagement and identifies a core group of thirty. The paper formulates a definition of Engagement and integrates mobile and social engagement concepts and metrics.


IAB Digital Ad Engagement: An Industry Overview and Reconceptualization

The IAB whitepaper Digital Ad Engagement: An Industry Overview and Reconceptualization addresses the problem of too many digital engagement metrics and too little understanding of what they are, what they really measure, and how to use them.  The work that will emanate from this paper will ultimately feed into the broader 3MS goal of standardizing the interactivity metrics that matter to brands. Read the full report here.

Cross-Screen, Changing the Face of Television

The Changing TV Experience: Attitudes and Usage Across Multiple Screens

IAB released “The Changing TV Experience: Attitudes and Usage Across Multiple Screens,” an in-depth study that explores new ground in the ongoing dramatic shift in consumers’ television viewing habits, and offers marketers insights into reaching audiences as connected TV ownership and multiscreening become more prevalent. Download the infographic.
Media companies, agencies, and marketers face some confusion regarding whether they should focus their strategies predominantly on apps or mobile web. At the simplest level, many measurement firms report that mobile internet usage gravitates very heavily toward mobile apps, and so a naïve view emerges that apps have somehow “won,” and that mobile web is unimportant. - See more at: http://www.iab.net/mobileappsandweb#sthash.TDVHsgQO.dpuRead the report here.
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf

Mobile

Global Mobile Advertising Revenue Hit $31.9 Billion (€23.9 Billion) in 2014, According to IAB, IAB Europe & IHS

The Interactive Advertising Bureau and its Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed their global figures for mobile advertising revenue which surged 64.8 percent to $31.9bn (€23.9bn) in 2014 from $19.3bn (€14.6bn) in 2013, driven by continued shifts in consumer usage patterns and industry innovations.
 

 


Apps and Mobile Web: Understanding the Two Sides of the Mobile Coin

Media companies, agencies, and marketers face some confusion regarding whether they should focus their strategies predominantly on apps or mobile web. At the simplest level, many measurement firms report that mobile internet usage gravitates very heavily toward mobile apps, and so a naïve view emerges that apps have somehow “won,” and that mobile web is unimportant. Read the full report here.
Media companies, agencies, and marketers face some confusion regarding whether they should focus their strategies predominantly on apps or mobile web. At the simplest level, many measurement firms report that mobile internet usage gravitates very heavily toward mobile apps, and so a naïve view emerges that apps have somehow “won,” and that mobile web is unimportant. - See more at: http://www.iab.net/mobileappsandweb#sthash.TDVHsgQO.dpuRead the report here.
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf

The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpufRead the full report here.

 


Holiday Shopping in a Cross-Screen World

Americans live increasingly cross-screen and mobile-centric lives, and this affects virtually every aspect of how we go through our days. This holiday season, IAB and Verizon commissioned Harris Poll to quantify some aspects of smartphone users’ cross-screen lives as they relate to viewing ads, shopping, and making purchases. Read more
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf

The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpufRead the full report here.

 


IAB Mobile Gamers

Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population. Read the report here, and the blog post here.
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population.  - See more at: http://www.iab.net/iablog/2014/11/who-are-mobile-gamers-and-why-do-they-matter.html#sthash.rSGkP4jT.dpuf

The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpufRead the full report here.

 


IAB U.S. and China Mobile Data Usage Study

A new research study from IAB and IAB China uncovers a mobile “drive time” opportunity that is important to advertising success on smartphones and tablets with Chinese consumers.

The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpufRead the full report here.

 


IAB State of Global Mobile

The 2014 State of the Global Mobile Report includes IABs from 30 countries around the world—more than double our previous editions. Where IAB's Global Mobile Ad Revenue study provides the cold-hard-cash point of view on the mobile regionally and globally, State of the Mobile World offers a more nuanced, qualitative picture.
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpufRead the full report here.


Nearly 1 In 5 Top Fashion Brands Lack a Mobile-Optimized Site

Fashion on Phones,” an in-depth study that looks at the mobile readiness of the Women’s Wear Daily (WWD) official list of “Top 100 Fashion Brands” – reveals that 17 percent are without a mobile-optimized website. The study provides a list of the leading apparel, technology and high-fashion brands that lack a mobile site.
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpufRead the full report here.


IAB Global Mobile Advertising Revenue Hits $19.3 Billion (€14.6 Billion) in 2013

The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed  their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit.
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpuf
The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit. - See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-081314#sthash.w7VlJv9w.dpufRead the full report here.


IAB Digital Mixology Playbook

The IAB Digital Mixology Playbook is an in-depth whitepaper that showcases expert opinion from creatives, alcoholic beverage marketers and publishing executives, distilling trends and providing actionable insights for spirits, wine and beer brands to successfully reach their target audience via digital screens. Download the Report.


The World Cup of Mobile

Smartphone-owning soccer fans across the globe expect their mobile devices to take on a pivotal role when it comes to their FIFA World Cup 2014 experience, according to “2014 World Cup: A Global Mobile Perspective,” a landmark international study from the IAB. Read more.


Mobile's Role in Researching and Purchasing Live Event Tickets

IAB partnered with InMobi and Decision Fuel to examine how US live entertainment seekers (e.g. live music lovers and live performance aficionados) are using mobile media and how advertisers can best communicate with this audience. Read the full report.


Mobile Rising Stars Research

Maximizing the Mobile Opportunity:  Users are more likely to interact with and recall Mobile Rising Stars ads.  This research study compared IAB Mobile Rising Star ad formats to standard mobile banner ads on mobile devices in order to examine the impact of ad interaction on branding, ad receptivity and the ad experience. Read the full report.


Parents Go Mobile for Holiday Shopping

Parents Go Mobile for Holiday Shopping” is exclusive research that explores how smartphone-owning parents with children ages 12 or younger planned to use their devices over the holiday shopping season.


Marketer Perceptions of Mobile Advertising

Brand marketer mobile budgets surged 142 percent between 2011 and 2013, according to this new IAB study, produced by Ovum, which updates the landmark “Marketer Perceptions of Mobile Advertising” survey of 2011. Read the full report here.


Mobile’s Role in a Consumer’s Media Day in the United States and China

This groundbreaking study from IAB & The Interactive Internet Advertising Committee of China provides critical insights for American brands seeking to do business in the People’s Republic. Read more here.


Mobile and Money

Mobile users are leveraging smartphones and tablets to manage their personal finances. Findings show that a great number of consumers are tapping into their mobile devices for money management, although some are worried about security issues – real or imagined – that financial services marketers need to better address. Read the full report here.


Ordering Food Goes Mobile, According to Super Bowl Snacks Research

“Mealtime Goes Mobile: Mobile Screens’ Impact on Ordering Takeout and Delivery,” is exclusive research that examines mobile’s impact on ordering food. Read the full report here.


Holiday Moviegoing

This study showed the centrality of digital media in building awareness of movies titles and facilitating the planning phase of going to the movies. The piece concluded that the evidence is overwhelming that movie advertising and promotion must live in multiple media. Read the full report here.


IAB Mobile Manifesto

The IAB has created a unique, comprehensive view of today’s mobile creative best practices. IAB started with the consumer and with Dynamic Logic data from more than 100+ mobile campaigns. Read the full report here.


Mobile Rising Stars Ad Interaction & Effectiveness Study

Mobile advertising has doubled in one year to reach $3.4B in 2012. However, marketers are still learning how to use the medium most effectively. Vibrant Media in collaboration with the IAB commissioned comScore to undertake research to examine the effectiveness of the new IAB Mobile Rising Stars creative ad units. Read the full report here.

 

Native Advertising

Getting Sponsored Content Right: The Consumer View

A new comprehensive study of U.S. online news users by IAB and Edelman Berland shows that relevancy (90%) is the top factor in sparking interest in in-feed sponsored content, yet it also clearly demonstrates that the public’s feelings about the advertiser itself determines the success of this type of native advertising. Criteria such as brand familiarity and trust (81%), as well as subject matter expertise (82%), were identified as critical in driving news reading consumers’ interest in sponsored content.


 

Path to Purchase

IAB Digital Influence on Home Improvement Plans

“IAB Digital Influence on Home Improvement Plans,” a custom analysis of Prosper Insights data, shows that U.S. consumers planning home renovations are nearly twice as likely as the general population to be influenced by mobile and desktop ads, with 22 percent saying these ads guide their purchases, compared to 12 percent of the general population.


Digital Influence on Auto Intenders

“Digital Influence on Auto Intenders,” a new IAB study in conjunction with Prosper Insights, finds that thirty-four million Americans are planning to purchase a vehicle in the next six months and these consumers are almost twice as likely to be swayed by auto-focused digital marketing than the general population (21% vs. 12%).


Showrooming: Empowering Consumer Electronics Shoppers

This study focuses on consumer electronics and explores the influence of mobile devices on the retail shopping process, general shopping behaviors in physical stores and online, and the broader showrooming concept. Read the full report here.


IAB Summer Skincare Digital Report

With health and beauty brands seeking to reach a target audience of regular skincare and suntan lotion buyers, the IAB has released research that shows that this coveted group is much more inclined to engage in online and mobile activities than the average adult, and they are also more prone to regularly view digital video programming. Read the full report here.


Holiday Moviegoing

This study showed the centrality of digital media in building awareness of movies titles and facilitating the planning phase of going to the movies. The piece concluded that the evidence is overwhelming that movie advertising and promotion must live in multiple media. Read the full report here.

Marketplace Intelligence

IAB Digital Usage Trend Report Mid Year 2015

This report gives an overall view of the digital media landscape in terms of consumer visitation and usage of sites and how that has changed from last year.  Learn about consumer usage trends, year over year shifts and which audiences are driving growth. Read the report.


U.S. Programmatic Ad Revenues Totaled $10.1 Billion in 2014, According to First-Ever IAB Programmatic Revenue Report

Programmatic buying and selling of total internet advertising generated $10.1 billion in 2014, comprising 20 percent of last year’s overall internet advertising revenues ($49.5 billion) according to the IAB Programmatic Revenue Report, a first-ever study sizing the U.S. programmatic market from the Interactive Advertising Bureau (IAB) and prepared by PwC US. This figure represents approximately 52 percent of display-related advertising in 2014 ($19.6 billion), while non-programmatic display-related revenues accounted for the remaining 48 percent at $9.4 billion.

View the Town Hall presentation deck:  Programmatic Revenue Town Hall Presentation


Strategies for Reaching the ‘Liquid Audience’ in a Changing Digital Landscape Are Examined in IAB & Yume Whitepaper

IAB and YuMe released “Digital Advertising Audiences: The New 'Liquid Consumer' Paradigm,” a whitepaper that taps into top creative, brand, agency and publishing leadership for insights and guidance on navigating the new “liquid audiences” that discover content across a range of mediums, devices and platforms. Produced in cooperation with the IAB Agency Advisory Board, composed of 36 senior executives from across the creative and media-buying arenas, the report demonstrates that the need to reach the “liquid consumer” has strong and specific implications for the creation, organization, distribution, and measurement of content.


Madison Avenue Meets Silicon Valley and Silicon Alley: Building Collaboration Between Creativity and Technology

This whitepaper crystallizes insights and advice that emerged during high-level, West and East Coast IAB summits. They brought some of the biggest names in the technology, publishing, agency, venture capital and marketing communities to discuss and debate how best to bridge the gap between creativity and technology in order to build better, more sustainable consumer advertising experiences.


2014 Internet Advertising Revenue Full-Year Report

Digital advertising revenues in the U.S. rose to an all-time high of $49.5 billion in 2014. This figure represents a 16 percent increase over 2013’s record-setting total of $42.8 billion – and marks the fifth consecutive year of double-digit growth for the industry. The report additionally shows that 2014’s fourth quarter numbers reached $14.2 billion, a 17 percent uptick from $12.1 billion in the final quarter of 2014.


What Works & Why Insights Report

What Works & Why reveals the lessons learned from the year's best work. Includes expert commentary on award winning campaign from top digital leaders. See the 2013 report and the 2015 report.


2014: The Year in Review – IAB Digital Usage Trend Report

This IAB digital and mobile usage trend report is a comprehensive overview of key trends, category growth, shifts in rank and stand out sites among digital (computer only), digital video and mobile sites.  Top players are ranked in each format, category and demo along with highlights of growth trends over the year. Read the report.


IAB Distills What Works And Why In Digital Advertising Around The World In First ‘IAB Global Insights Report’

The recent survey and whitepaper from IAB and Winterberry Group entitled, “Going Global: Programmatic Audience Development Around the World,” finds that there is an international growth opportunity for companies with expertise in building programmatic advertising programs, and details the priorities of U.S. and global companies seeking to expand beyond their traditional geographic borders. - See more at: http://www.iab.net/goingglobal?preview=1&psid=0&ph=aa14#sthash.cavK4Ee1.dpuf

This second report in the ‘What Works & Why’ series provides 18 campaign case studies & insider perspectives from 20 top interactive creatives, marketers and publishers to spotlight lessons in international digital marketing - Download the full report here.


Digital, Social and Mobile in APAC in 2015

We Are Social and IAB Singapore published a new study offering internet, social media and mobile usage statistics covering 59 countries around the Asia-Pacific region


Opportunities for Global Expansion of Programmatic Expertise

The recent survey and whitepaper from IAB and Winterberry Group entitled, “Going Global: Programmatic Audience Development Around the World,” finds that there is an international growth opportunity for companies with expertise in building programmatic advertising programs, and details the priorities of U.S. and global companies seeking to expand beyond their traditional geographic borders. - See more at: http://www.iab.net/goingglobal?preview=1&psid=0&ph=aa14#sthash.cavK4Ee1.dpuf

The recent survey and whitepaper from IAB and Winterberry Group entitled, “Going Global: Programmatic Audience Development Around the World,” finds that there is an international growth opportunity for companies with expertise in building programmatic advertising programs, and details the priorities of U.S. and global companies seeking to expand beyond their traditional geographic borders. Download the full report here.


IAB Interactive Advertising Outlook 2014

Download the ‘IAB Interactive Advertising Outlook 2014’ presented at the JPM Advertising & Marketing Summit to get an overview of current media usage and ad revenue trends of digital, video and mobile along with a peak into future trends like beacons, connected TV, digital everywhere and the data that will power them.


Taking Cues from the Customer: "Omnichannel" and the Drive for Audience Engagement

This white paper, conducted with Winterberry Group,reveals for the first time a comprehensive look at the origins and likely evolution of omnichannel customer engagement strategies, while also identifying capabilities that marketers and publishers need to possess in order to capitalize on the omnichannel promise in the years ahead. Read the full report here.


Hispanic Consumers and Digital Media

IAB conducted a custom analysis of syndicated BIGinsight data to look at consumer and media behaviors of Hispanic consumers, as compared to the general US population of Adults 18 and older.  The report covers Hispanic Consumers’ purchase intent, media influence, consumer confidence, language preference, top online and mobile activities, video usage and a look at device ownership and usage.  The report further calls out some key differences among Hispanic Moms as compared to the general US adult 18 and over population.

Digital Video

Longer-Form Video is Capturing Attention on Mobile Screens Across the Globe, According to Major International Study From IAB

Contrary to popular opinion, mobile screens are regularly being tapped for streaming longer-form video, according to “Mobile Video Usage: A Global Perspective,” a new comprehensive survey of consumers from 24 countries around the world who watch smartphone video. Thirty-six percent of total respondents said they watch videos that are 5-minutes or longer on their phones daily or more frequently. Smartphone video viewers in Turkey, Finland, China, Russia and Singapore are particularly frequent viewers of such videos. Even longer programming, such as movies and full-length television show episodes, are also viewed by audiences on mobile devices, with Chinese viewers being the most inclined to watch both films and TV shows on their mobile screens.


One in Four U.S. Adults Watches Original Digital Video, According to IAB Research

A quarter (24%) of the American adult population, an audience of 59 million strong, is turning to original digital video programming at least once a month, according to the “2015 Original Digital Video Study” from IAB. This marks an uptick of 13 percent over last year’s audience size of 52 million. The in-depth survey of over 1,900 consumers, produced by GfK as an update to the IAB annual original digital video study, also shows that original digital video has the distinct ability to attract the difficult-to-reach18-34 year-old audience of cord-cutters/cord-nevers – a growing group, now at 17 million.


68% Of Marketers & Agencies Anticipate Increasing Digital Video Ad Spend

More than two-thirds (68%) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months, according to the second annual “Digital Content NewFronts: Digital Video Spend Study,” a survey of 305 buy-side professionals conducted by Advertiser Perceptions and IAB. This optimism about the medium comes on the heels of a strong uptick from spring 2013 to spring 2015 in budget allocation to digital video by brand advertisers and media buyers, with the former increasing its commitment to digital video by a whopping 90 percent over that two-year time period.


IAB and DigitasLBi: Content Revelations Qualitative Study

Content marketing that leverages digital video is seen as one of the best storytelling mediums by marketers and is garnering bigger, standalone budgets accordingly, yet these same brand advertising executives are challenged with justifying its ROI, according to a qualitative study— “Content Revelations”— from DigitasLBi and IAB, and conducted by Advertiser Perceptions. “Content Revelations” is a research supplement to a quantitative report, “Digital Content NewFronts: Digital Video Spend Study”, released April 27, 2015, by IAB. Download the infographic.


2015 IAB NewFronts Insights Lunch

On Wednesday, May 6, 2015, over 100 senior marketers, agency executives and reporters attended the 3rd annual IAB NewFronts Insights Luncheon held at the IAB AdLab. The well-received event provided insights into all aspects of digital video and tips on how to integrate the findings into actionable results from 5 presenting sponsors: Quantcast & MediaSmith, ShareThis, Tremor, TrueX and Unruly. Senior executives networked over a catered lunch and then absorbed the findings from diverse studies that ranged from assessing the impact of consumer video ad choice and guidelines for creating engaging TV commercials to an analysis of demographic targeting accuracy, the effect of social TV viewing and a look into consumer use of video on demand.


2014 Consumer Insights on Digital Video

This consumer insights study released at the 2014 NewFronts explores the behaviors, attitudes, and perceptions that regular viewers of Original Digital Video have around the video format as compared to TV. The report informs the buying community about what consumers do, watch, think and feel about original, professionally produced digital video content. Read the full report here.


Digital Video Trends (Summary of the Digital Video Studies)

This report compiles key slides from IAB research on digital video over 2014 and shows how and why consumers continue to view more digital video of all types. In response to consumers’ increased video streaming, video advertising has grown both in ads streamed and revenue earned. While marketers and advertisers plan to spend more in digital video, they note specific challenges to even further growth.  Key findings:  The number of videos streamed grew by double digits over the time period examined while video ads grew by triple digits. This is reflective of a larger digital video ad growth trend which shows that video ad revenues have tripled over the past 5 years to reach $2.8B for the full year 2013.


The 2014 Digital Content NewFronts: Advertiser Perspective

Brand marketers and advertising agency executives expect original digital video programming to become as important to their businesses as television advertising, with the bulk of that increased internet spending migrating from television budgets. Read the full report by IAB and Advertiser Perceptions here.


Key Findings From Buy-Side Attendees at The 2014 NewFronts

The survey results show that one in three buy-side attendees of the 2014 Digital Content NewFronts say the internet ad industry marketplace positively impacted their plans for digital video advertising buys, with 78 percent stating that they walked away from the weeklong series of powerhouse presentations with at least one new opportunity for their company or a client. Read the full report here.


Original Online Video: Quantifying Reach and Impact (2013)

Receptivity to marketing messages during original professional online video was directly in line with consumer ad receptiveness while watching primetime television programming on a regular TV set. The results clearly demonstrate that original professional online video programming is hitting strong benchmarks when compared to traditional television. Read the full report here.

Political Advertising

Big Data and Microtargeted Political Ads in Election 2012: The Challenge Ahead

This study provides political industry expert analysis of microtargeting’s role in the 2012 race — including insights form Nate Silver of The New York Times’ renown FiveThirtyEight.com blog and author of the bestselling “The Signal and the Noise” — and an in-depth discussion of the growing impact of the microtargeting online space. Read the full report here.

Building Brands Through Ad Creative

Rising Stars Ads and Brand Equity

Rising Stars Ads Brand Equity research conducted with C3Research in Orlando proved that Rising Stars ads not only get higher interaction rates but are also are more effective and impactful than Legacy Universal Ad Package (UAP) Ads.  Find out how and why by downloading the report, infographic, and presentation here.


Digital Advertising Works For Brands

Digital advertising is proving its worth to brand marketers every day by creating new desire and demand, increasing engagement and loyalty, and ringing the cash register. Read more


Interactive Video Ads Work

This one sheet was created in tandem with the release of the IAB Digital Video Rising Stars to showcase results of how interactive ads perform compared to non-interactive video ads.


Mobile Rising Stars Ad Interaction & Effectiveness Study

Mobile advertising has doubled in one year to reach $3.4B in 2012. However, marketers are still learning how to use the medium most effectively. Vibrant Media in collaboration with the IAB commissioned comScore to undertake research to examine the effectiveness of the new IAB Mobile Rising Stars creative ad units. Read the full report here.


IAB Rising Stars Display Ad Units (Phase 1)

In this in-lab study, Users’ interactions and reactions were monitored (mouse interactions, eye tracking and facial expressions) as they were exposed to either a Rising Stars ad or a standard ad (same ad, same content page), and then followed by a survey.  Read the Phase 1 results here.


IAB Rising Stars Display Ad Units (Phase 2)

In this live campaign study, Rising Stars Display Ads were compared to Standard Display Ads in a live environment of 7 ad units across 5 publishers with 4 advertisers showing 4 million ad impressions and comparing users’ mouse interactions. Read the Phase 2 results here.

Ad Effectiveness Resource Center

IAB Ad Effectiveness Resource Center

The Ad Effectiveness Resource Center, created with the Research Council Ad Effectiveness Working Group, streamlines the process of conducting studies for both agencies and publishers and provides methodological guidance to those working on ad effectiveness. Visit the IAB Resource Center here.


 

 

 

IAB Ad Effectiveness Resource Center

The Ad Effectiveness Resource Center, created with the Research Council Ad Effectiveness Working Group, streamlines the process of conducting studies for both agencies and publishers and provides methodological guidance to those working on ad effectiveness.
Visit the IAB Resource Center here.


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