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

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.

Mobile

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.

 


2012 IAB Global Mobile Advertising Revenue Report

The IAB Mobile Marketing Center of Excellence, IAB Europe and IHS revealed that global figures for mobile advertising revenue leaped a massive 82.8 percent to $8.9 billion (€6.9 billion) in 2012 from $5.3 billion (€3.8 billion) in 2011 – highlighting a strong positive growth story taking place across mobile advertising formats. 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

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 Internet Advertising Revenue Report: Half-Year 2014

Internet Ad Revenues hit landmark high at $32.1 Billion for the first half of 2014. Mobile jumps 76% year-over-year and overtakes banner ads.


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.


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 MIXX Awards Insights Report

IAB MIXX Awards 2013 Insights Report reveal the lessons learned from the year's best work. Includes expert commentary on each campaign from 17 top digital leaders. See here.


2013: 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.  2013 was the year that mobile overtook computer usage, digital video continued to grow and video ads skyrocketed (doubling in number and tripling in streaming time).  A few sites showed triple digit growth in the social networking category and some demos streamed more video ads than others. 


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.


IAB June Digital Usage Trend Report

This report shows general usage of the internet and digital video as measured by ComScore and Nielsen, along with rankers and yearly trends for top 50 sites, ad networks, video sites and video ads by different measures and demos.  These reports give a good overview of the usage of IAB members’ sites along with each property’s monthly growth or decline.

Digital Video

Original Digital Video Consumer Study

This consumer insights study released at the NewFronts explored the behaviors, attitudes and perceptions that regular viewers of Original Digital Video have around the video format as compared to TV. Read the full report here.


Digital Video Trends

Digital Video Trends: This report compiles key slides from IAB research on digital video over the past year 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. Read the full report here.


Digital Content NewFronts: Video Ad Spend Study

The vast majority of brand marketers and advertising agency executives expect original digital video programming to become as important to their businesses as television advertising within the next three to five years, with the bulk of that increased internet spending migrating from television budgets. Read the full report by IAB and Advertiser Perceptions here.


45 Million Reasons and Counting to Check Out the NewFronts

This study was conducted in partnership with GfK and surveyed over 2,400 people. The results clearly demonstrate that original professional online video programming is hitting strong benchmarks when compared to traditional television. Read the full report here.


What the Buy Side Thought of the NewFronts

After managing the 2013 Digital Content NewFronts, IAB conducted this survey to gain insights from the media buyers in attendance. The survey results show that one in three buy-side attendees of the 2013 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.

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

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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