At this event you’ll have the chance to explore the findings from three key pieces of IAB research:
1) Customer Conversion Journey. The results of this project show the relative effectiveness of different online activities including display advertising, sponsored search, affiliate marketing, natural search and email marketing and highlight issues around assessing display advertising and the need to move beyond the click thru metric to understand the true impact of online display activity.
2) IAB / PwC Online Adspend Study 2009. The IAB’s twice yearly Adspend study is the accepted measure of the size of the UK online advertising market. The results for the full year 2009 value the market at over £3.5 billion and examine how this breaks down between search, classified and display advertising online as well as identifying key trends and the top spending sectors by advertiser.
3) Understanding media agencies. This project, conducted by Work Research, looks at the attitudes of agencies to online media and media owners. The results are most useful for the sales teams of media organisations and show what media agencies expect from media owners, how they like to be sold to and how their view of the online world impacts on their day to day planning activities.
