The IAB has produced a video to support the first instalment of its Building Brands Online Trilogy research project.
Findings of the second research project in the trilogy - which focuses on the online campaign to support the launch of Nestle product Maggi So Juicy - to be unveiled at an event on 28th July. To find out more, and to book tickets, click here.
The video supports the first wave of work in the IAB's Building Brands Online Trilogy which tracked the effectiveness of Starbucks' online advertising for its new product Starbucks VIA.
It features Tim Elkington, the IAB's Director of Research & Strategy; Richard Hollidge, Digital Business Director at Manning Gottlieb OMD; and Babita Earle, Digital Strategy Director at GfK NOP.
The film explains the findings of the research project from the IAB and GFK NOP which showed that online plays an integral role when building brand awareness.
The research showed that Starbucks' online advertising activity created a strong uplift in awareness, while purchase intent also saw an uplift of 40% within the brand's key demographic of 35-54-year-old women.
The study is the first in a three part series of research initiatives the IAB is working on this year, showcasing the ways in which online activity can build brand awareness.
The findings of the second research project in the trilogy - which focuses on the online campaign to support the launch of Nestle product Maggi So Juicy - will be unveiled at an event on 28th July. To find out more, and to book tickets, click here.
