IAB Interact 2012

Summary
A conference report presenting advertiser and agency campaign case studies from IAB Interact 2012, organised by IAB Europe, the digital marketing trade body. Taken as a whole, the case studies indicate that brands are finding campaign success via a variety of digital formats (including social media profiles, online video, branded entertainment and online games); that many of these new campaigns are brand-led, taking on some of the role taken on by traditional media in the past; and that storytelling is a key feature of the creative: digital is now much more than simply a direct response channel.

Summary
A conference report presenting ad research discussed at IAB Interact 2012, organised by IAB Europe, the digital marketing trade body. While economic conditions remain poor, there are some reasons for Europe's online marketers to be cheerful in 2012: online adspend grew strongly in 2011 and might also log double-digit growth in 2012. This reflects increased web penetration and growing consumer preference for online media. Also, while many advertisers remain unconvinced about the effectiveness of brand-led digital campaigns, some research indicates that web ads can help increase awareness, engagement and favourability.