The results demonstrated that while print media offered a more cost-efficient reach to top-level executives, online proved effective at increasing brand awareness and association, and when used at a higher frequency, at improving brand image.
The advertisers included in the study were Ford Motor Co., ING, Universal Studios and VeriSign. For VeriSign, which was targeting business and technology decision-makers, the research measured five key metrics: brand awareness, association, familiarity, image and lead generation.
Also at the Leadership Forum, the IAB announced a call for feedback on proposed rich-media guidelines.
The guidelines are designed to standardize the use of rich media ads, including expandable over-the-page ads, between-page ads and in-stream units.
The comment period on the guidelines is open for two months. Following a review of the feedback, the IAB will finalize the guidelines.