IAB US: Digital Video Advertising Effectiveness

Posted by IAB Australia On January 14, 2009 Research & Resources

Digital video advertising is one of the fastest growing segments of interactive advertising according to the October 2008 IAB Internet Advertising Revenue Report. However, marketers are still learning how to use the medium most effectively. The IAB prepared a case study to examine what combinations of lengths and placements of digital video advertising are most effective.

The IAB commissioned Millward Brown and Dynamic Logic to undertake this groundbreaking research. This project examined a holiday campaign from a major national retailer, and serves as a case study on digital video ad effectiveness.

The IAB hopes this case study inspires more research to foster best practices in the area of digital video creative and placement.

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.