IAB releases cross-media study results, proposed rich-media guidelines

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New York--At its Leadership Forum in New York, the Interactive Advertising Bureau released results of a cross-media optimization study that evaluated the effectiveness of online advertising in the overall marketing plan.

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.

--Kate Maddox

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