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Sponsors for $1 million IAB online study to be unveiled

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New York--The Interactive Advertising Bureau next week will reveal six marketer sponsors for a new $1 million marketing media mix study, BtoB has learned.

The upcoming study is an expansion of a study released in February, sponsored by Microsoft Corp. in collaboration with the IAB, the Advertising Research Foundation and direct marketing research consultant Rex Briggs, which revealed among other things that higher online advertising frequency costs less, while higher advertising frequency for most other media is more expensive.

IAB president-CEO Greg Stuart indicated the expanded study may further bolster the online industry's justification for a greater commitment to the medium by media planners and buyers. Stuart said results for the study will be available in about 6 to 9 months.

--Carol Krol

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