Research

The facts and figures we have collated here come from the most reliable sources from across the industry and address all areas of digital marketing. Get to know the behaviour of the online audience, access the latest ad spend figures, find details on brand building and online advertising formats and learn the impact ecommerce is having on the high-street.

• Advertising Effectiveness
  The internet’s powerful branding potential makes it an ideal complementary medium. Research can provide important insights into how the internet can work, in isolation and with other media, to influence consumers.

  • Brand Engagement Study 2007 - Soft Drinks
    This presentation offers some of the more detailed findings from the IAB Soft Drink Brand Engagement Study.
  • Guide to the IAB Brand Engagement Study
    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.
  • Brand Engagement Study 2007 - Haircare
    This presentation offers some of the more detailed findings from the IAB Haircare Brand Engagement Study.
  • IAB Brand Engagement Study 2006 - Small Car
    This presentation offers some of the more detailed findings from the Small Car IAB Brand Engagement Study.
  • The Hitwise UK Media Impact Report
    Joint research from i-level, Yahoo! Search Marketing and Hitwise
  • Getting the Media Mix Right
    This research seeks to answer the question "What is the optimal mix of advertising across different media, in terms of frequency, reach and budget allocation, for a given campaign to achieve its marketing goals?"
  • MSN: Online Advertising Effectiveness Study
    Findings from the first ever cross media optimisation study in the UK.
  • MSN: Advertising Accountability Study
    This ground breaking research from MSN helps gain insight into the value of online advertising as part of the overall media mix, and especially the impact on branding and offline sales.
  • DoubleClick: Email Open Rate Trends
    The latest trends in email open rates.
  • e-ceptivity:The study of attitudinal targeting
    Explore how attitude effects receptivity to online advertising
• Broadband
  The phenomenal proliferation of broadband in the last 12 months, brought about by cheaper subscription packages and faster connection speeds has opened up limitless opportunities for internet users and for the advertisers trying to reach them.

  • Online Video Advertising
    This presentation examines the opportunity offered to brand advertisers by broadband and video advertising.
• Business to Business
  Much of the interest in online is focused on its potential to reach consumers. However, businesses also form a hugely lucrative audience that can be effectively marketed to through online. The research in this section can help you learn more.

  • AOP Study: The Role of B2B Websites - 2005
    This insightful study from the UK Association of Online Publishers explores how strategic planning agencies view B2B websites and what barriers might exist to their inclusion on media schedules. It also examines the relationship business decision makers have with B2B sites and the role they play in the decision making process.
  • B2B Marketing & The Internet
    This study explores the extent to which B2B marketers make use of internet marketing and their opinions of the medium itself.
• Ecommerce
  Shoppers are abandoning the high street in favour of the internet. Consumers are flocking online to take advantage of the convenient, fast and consumer empowering facilities the internet offers. This section provides important insights into what shoppers are doing online and the important role that the internet is playing in the purchase cycle.

  • BMRB eCommerce Summary 2005
    Find out how many people are shopping online, how much they're spending and what they are buying with some of the latest research findings from BMRB's Internet Monitor.
  • Nielsen NetRatings: Christmas Shopping Online
    Insight from Nielsen NetRatings looking at the reasons people give for shopping online at Christmas and how they go about finding the sites they buy from.
  • The Role of the Internet in the Car Purchasing Process
    This informative research from MSN examines the role of the internet in the car purchasing decision making process. It also seeks to establish its relative importance compared to other information sources, its perceived advantages and disadvantages, and understand specifically what the Internet is used for.
• European Research
  Online is a medium without boundaries. This section gives insight into what is happening across Europe and the UK’s place within it.

  • European Online Audiences
    Here are some online audience numbers and profiles from key European markets, brought to you by IAB Europe and Nielsen NetRatings.
  • Multi-market European Online Adspend Figures
    Collated by IAB Europe, this presentation summarises the size of the online advertising industry across the key European markets.
  • The European Broadband Boom
    This presentation from IAB Europe takes a look at the rate of broadband adoption across key European markets. It also examines the effect of broadband on online behaviour.
  • European Online Shopping - NNR 2005
    This research from IAB Europe and Nielsen NetRatings looks at the key online shopping trends across Europe, which markets are pulling away from the others and how attitudes to ecommerce change from country to country.
• In-game Advertising
  In-game Advertising

  • IAB/Gamespot UK In-game Advertising Survey
    Findings from the IAB and GameSpot UK In-game Advertising Survey
• Media Agencies
  This Top 10 Agency Study was carried out by Work Research and explores the opinions and attitudes of media planners and their bosses (MD's, CEO's and Partners).

  • Work Research - Top 10 Agency Study
    Findings from the Top 10 Agency Study, exploring the opinions and attitudes of media planners and MD's/CEO's/Partners.
• Mobile Research
  • Orange - Exposure Mobile Research
    Exposure is a mobile media consumption study exclusive to Orange.
• Online Adspend
  The IAB online adspend study carried out in partnership with PwC provides an important barometer of the health of the UK online advertising industry. Internet marketing has flourished in recent years becoming a multi-million pound industry. The online adspend research below provides a complete breakdown of where advertisers’ money is going.

  • IAB online adspend study - full year 2007
    These are the IAB’s online advertising spend figures showing details for 2007.
  • IAB Online Adspend Factsheet - H2 2007
    A topline summary of the findings for H2 2007
  • IAB Online Adspend Study - H1 2007
    These are the IAB's online advertising spend figures showing details for H1 2007
  • IAB Online Adspend Factsheet - H1 2007
    A topline summary of the findings for H1 2007
  • IAB Online Market Share Calculator
    The IAB Online Market Share Calculator is a useful tool for assessing your own company's share of the online advertising market.
  • IAB Online Adspend Study - Full Year 2006
    These are the IAB’s online advertising spend figures showing details for 2006.
  • IAB Online Adspend Factsheet - Full year 2006
    A topline summary of the findings for full year 2006
  • IAB Online Adspend Study - First Half 2006
    These are the IAB’s online advertising spend figures showing details for january to June 2006.
  • IAB Online Adspend Factsheet - First half 2006
    A topline summary of the findings for the first half of 2006
  • IAB Online Adspend Study - Full Year 2005
    These are the IAB’s online advertising spend figures showing details for 2005. The topline figures were fantastic news; they show the industry is building on the strong growth of 2004.
  • IAB Online Adspend Factsheet - Full Year 2005
    Here is a topline summary of the findings from the IAB Online Adspend Study for the full year 2005.
• Online Audiences
  Who is online? Where are they online? And what are they doing online? Get to know the behaviour of the online audience.

  • Online Facts & Figures
    A summary of all the key facts and figures about the online marketplace
  • The Online Audience - October 2007
    This presentation brings together some of the latest research into the the online audience.
  • Brand New World
    An insight into the ways that consumers' behaviours and brand attitudes are being shaped by the internet.
  • The Role of the Internet in Women's Lives
    This study from handbag and iVillage offers insight into the online habits of women and the implications for advertising.
  • How Mums Use The Internet
    Research looking at the importance of the internet to new mums.
  • The Luxury online Consumer
    This study from the IAB and Wallpaper* explores the luxury consumers' use of the internet in researching for luxury goods.
• Online & Other Media
  The ability of the internet to serve an array of content on demand and engage an audience has placed it at the heart of the media landscape and is having a far reaching effect on other media. It is important for advertisers to understand how consumers are integrating online with their consumption of traditional media.

  • Online & Radio: A Media Conjunction Study
    The combination of radio and online has become a strong pairing, both for consumers, and for the advertisers trying to reach them.
  • Online & Radio: A Media Conjunction Study - Full Findings
    To help build further insight into the area of internet and radio consumption, the IAB and RAB have jointly funded new research into how the two media combine.
  • TV & online: Better together Summary
    The TV and internet trade associations, Thinkbox and the IAB have collaborated on a joint study, entitled 'Better together' to reveal the effectiveness of TV and online advertising when used in conjunction.
• Online Video
  In its basic form, video advertising can be described as an ad that would normally run on TV being delivered online, but as the popularity of video advertising increases advertisers are beginning to adapt their communication to better suit online. Along with ipTV this is a rapidly developing area of online that all marketers need to be aware of.

  • Internet Protocol TV
    The IpTV market in the UK is set to grow sharply in the coming years. Learn about the technology, the effect on consumer behaviour and the opportunities for advertisers.
  • Online Video - What the statistics can't tell you
    Simply Media and Work Research have published an in-depth qualitative study that reveals how people really think about, find and watch video on computers
• Social media
  • Immediate Future 'Top 100 Brands in Social Media' study
    Findings from the Immediate Future Top 100 Brands in Social Media study
• Standards & Guidelines
  Industry standards play an important role in easing the trading of online media and helping to grow the industry. Adopt these best practices so that your company is able to compete on a level playing field with the rest of the industry.

  • IAB Online Brand Effectiveness Research Guidelines
    The Online Brand Effectiveness Research Best Practice Guidelines have been drawn up by IAB members to ensure that research requested by media agencies and clients is mutually beneficial and is conducted as effectively as possible.