Experienced marketers understand the importance of brand building as an investment in future returns. While digital advertising opens exciting brand opportunities for marketers, it is often thought of as a direct response resource rather than as being appropriate for brand building tasks.
In an Australian first, IAB Australia partnered with Kantar, global leaders in advertising measurement, to deliver independent insight into the contribution digital advertising makes to brand building, including understanding the real capabilities of digital advertising and its impact on the way brands are built.
Mining its extensive database of real, in-market cross-media campaign effectiveness studies across a broad...