Monday, October 27, 2008

IAB launches brand effectiveness study
They call it "unheralded" ... not sure whether it deserves that sort of praise. Isn't it what most of us have been doing for the last 3 years - ad effectiveness studies and measurement of incremental movement of consideration, intent, advocacy etc as a result of online activity?

Strikes me as odd that the IAB is behind the industry in terms of this sort of measurement. Shouldn't the IAB be focusing on how digital channels can work with other media channels and true cross media measurement - not just digital in isolation? This is the largest issue facing digital.

Not to mention it's only across the 5 major publishers ... not the hundreds/thousands of other sites most of the market is using. It also doesn't include search.

“There is no doubt that online advertising is effective for performance advertising campaigns and we believe the project results will clearly show that online advertising also has a strong role to play for marketers focused on brand development.”

I don't think this has ever been questioned guys ...

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