IAB Archived Research

This page contains older research pieces by the IAB and by leading market research firms.

Lifestages: Understanding Early Life Changers - March 2008
In early 2007, the IAB commissioned Simmons Market Research Bureau to conduct The IAB Lifestages Segmentation Study. The purpose was to reveal new insights regarding the impact of major life events on consumers’ media consumption patterns and buying behaviors.

Impacts and ROI of Internet Local, Classifieds, and Directory Advertising - March 2006
Develop comprehensive ROI calculations including impressions linked to offline conversion as well as online, and assess impact on brand building metrics including awareness and brand image.

Reaching US Hispanics Through Interactive - 2006
The IAB Hispanic Committee has collectively developed an all-encompassing presentation entitled “Reaching U.S. Hispanics through Online Marketing”. This presentation covers research, case studies and demographic evidence demonstrating the power of the Hispanic market and the Internet’s essential role in successfully reaching this community.

Interpret LLC - Interpreting the New Media Landscape - 2006
Data from the Interpreting the New Media Landscapeconsumer study, with additional analysis exclusive to the IAB

Local Online Ad Spending Study, Borrell Associates – January 2005
Borrell Associates Inc., an executive-level research, consulting and project firm, found a strong uptick in local online ad spending, including market-by-market data, and an estimate of $3.9 billion in local ad spending during 2005.

What Local Websites Earn, 2003-2004, Borrell Associates - July 2004
Borrell Associates examined the growth of local online advertising, including specifics on categories that are emerging as strong players in the battle for local ad revenues.

Cross-Media Optimization (XMOS) Studies - 2003-2004
Marketing Evolution's XMOS analysis is a groundbreaking series of studies designed to help marketers and their agencies answer the question "What is the optimal mix of advertising vehicles across different media, in terms of frequency, reach and budget allocation, for a given campaign to achieve its marketing goals?" The XMOS study simultaneously measures online and offline advertising in the same campaign to determine the optimal mix and weight of each medium.

Volvo/Euro RSCG Sponsorship Study - September 2003
The IAB Sponsorship Committee underwrote this study quantifying the benefits to a brand from exclusive sponsorship, which significantly outweigh shared sponsorship.

Understanding Consumer Preferences to Sponsored Listings, Nielsen ReelResearch - June 2003
The IAB Search Engine Committee worked with Nielsen ReelResearch to quantify consumer reactions to sponsored search listings, finding that 86% of consumers are satisfied with online search, 64% of consumers recognize sponsored search links or listings, and 94% of consumers are okay with sponsored links.

Nielsen//NetRatings Reports and Data - 2002-2003
An archived collection of AdRelevance reports and other ad-related research.