Digital advertising has long been associated with short-term metrics and performance-driven goals but, when used in the right way, we know it has the ability to build brands too. According to WARC, digital display is the second biggest display media after TV, but many are still using it as a performance-only advertising channel and missing out on the brand building potential that digital ads can offer.
At IAB UK, we set out to explore how advertisers can use digital display to deliver long-term results by commissioning Kantar for an in-depth study of display’s brand building capabilities. This work also shows...