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  1. Research & case studies
    1. Research
      1. Advertising effectiveness
      2. Behavioural Advertising
      3. Broadband
      4. Business to business
      5. Ecommerce
      6. European research
      7. In-game advertising
      8. Media agencies
      9. Mobile research
      10. Online adspend
      11. Online audiences
      12. Online & other media
      13. Online video
      14. Social media
      15. Standards & guidelines
    2. Case studies
*

True City by AKQA

True City is an application for the iPhone that aims to unlock access to city insiders' views of sport, life and culture in London, Berlin, Paris, Milan, Amsterdam and Barcelona. More on AKQA's award winning campaign.

Research


Online marketing research we have collated here come from the most reliable sources from across the online 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.
  • Behavioural 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.
    • *B2B Snapshot Research 2009
      This research was carried out to gain greater insight into how digital is currently being used in B2B marketing campaigns and also what the general level of understanding and knowledge is around digital marketing techniques.
    • 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.
    • *Marketers & Consumers Digital & Connected (MCDC) - European Overview
      IAB Europe research showing significant differences in the way Europeans use the web with Eastern Europeans embracing online and social networking.
    • *Online advertising through the downturn
      The current economic downturn has begun to impact advertising markets. All markets are likely to be affected by a downturn. This article examines the prospects for advertising in three very different markets, the UK, Germany and Poland.
    • *IAB Europe AdEx 2008 Report
      Collated by IAB Europe and PwC, this presentation summarises the size of the online advertising industry in 2008 across the key European markets.
    • *IAB Europe AdEx 2007 Report
      Collated by IAB Europe and PwC, this presentation summarises the size of the online advertising industry in 2007 across the key European markets.
    • *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
  • 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).
  • Mobile research
  • 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.
  • 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 & 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 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
    • *Top 10 growth of online video viewing properties
      These tables show the growth of the top 10 UK online video viewing properties over the course of the last year, by both video's viewed and total viewers.
  • Social media
  • 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.
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