Fairfax Media: Dell Case Study

Posted by IAB Australia On November 24, 2009 Research & Resources

This case study demonstrates the effectiveness of brand advertising over performance advertising, in increasing consumer brand awareness and buying intention.

This survey was implemented to provide Effectiveness metrics for Adamo By Dell’sonline campaign, specifically to measure impact on:
– Brand awareness
– Brand sentiment
– Brand consideration
– Intention to uptake brand
– Brand recommendation

Fairfax organised and ran an insightful brand study in association with Nielsen Online. The study highlighted impressive results in terms of uplift in purchase intent and brand awareness, allowing us to plan and buy brand campaigns more effectively.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.