IAB’s third half-day conference of 2007, Engage for Branding, saw the exclusive unveiling of the results from the IAB/Carat Digital first FMCG Brand Engagement Study; where extensive cross media research in the haircare market helped prove the efficacy of online.







Is online a victim of its own accountability? The internet is the most measurable medium in history, traditionally used as a powerful direct response channel, offering incredible return on investment. Thanks to broadband, advertisers can reach their audiences with creative executions unrestricted by slow connection speeds, and are using the internet to raise awareness and affection for their brands across all sectors. But as an industry, how do we move away from the perception that online is just about sales and click-through rates and highlight the multitude of brand building opportunities available?

The conference shared key case studies from the NSPCC ‘Don’t Hide it’ campaign, Sony Bravia, Volkswagen Night drive campaign, Vauxhall and Clean and Clear Johnsons’. Our panel of speakers demonstrated the importance of original creativity, site usability, search and the part that social media can play in building your brand. Our sponsors Spannerworks and TACODA also shared invaluable insights about search and behavioural targeting respectively.

Engage for Branding was sponsored by:




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