Guide to the IAB Brand Engagement Study

This valuable study, conducted in partnership with Carat Insight, examines the role of the internet in generating brand engagement.

The research concentrated on five advertising campaigns from the supermini car sector - Renault Clio, Toyota Aygo, Nissan Micra, Ford Fiesta and Mini - and looked into the effectiveness of online against other media, as well as wider influences like brand ownership, reading reviews, or recommendations from friends.

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• Brand Engagement Study Guide (1654k)
  This download gives a helpful explanation of the methodology behind the IAB Brand Engagement Study, the valuable findings and what they mean for brand advertisers.