This IAB research explores the effectiveness of online sponsorships, using the TRESemmé sponsorship of the Sky Living Hub and the British Gas sponsorship of the Yahoo! Smarter living hub as case studies.
The study was carried out by comScore using a control and exposed methodology, with an overall sample size of over 1,000
The findings from the study demonstrated that online sponsorships are particularly impactful in creating shifts among key brand metrics along the purchase funnel, particularly for users of competitor products and services. The research also shows that consumers who saw the sponsorships later went on to talk about it, look for more information online and to interact with the brand in a social media environment.
Member only downloads
|Building Brands Online Sponsorships - for site.pptx||4.03 MB|