General Online Marketing Library

Pharmaceutical Digital Marketing: Go Beyond Traditional Targeting April, 2011
ContextWeb

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
MediaMind

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.


 

VideoMind Video Index Report April, 2011
Ooyala

This new report marks the first time Ooyala has offered a quarterly overview of the state of online video. The data set is vast: Ooyala handles more than 1 billion analytics pings per day, which reflect the anonymized viewing behavior of over 100 million monthly global unique users. Ooyala distills this data to help publishers make better decisions on how to tap new markets, grow audiences and increase revenue.


 

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.


 

The Power of Relevancy April, 2011
Yahoo!

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.


 

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.


 

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

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

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.


 

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.


 

InsightExpress' Mobile InsightNorms January, 2011
InsightExpress

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.


 

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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.