Interactive Advertising Bureau (IAB) Australia has partnered with the major five online publishers to launch a major study into the effectiveness of internet advertising.
The publishers - Fairfax Digital, News Digital Media, Ninemsn, MediaSmart and Yahoo!7 – have each provided equal online inventory in a standard IAB ad format to create an “average” online brand building campaign.
The ads, for an FMCG client, have been provided free of charge and will provide an insight into the impact of online advertising.
The IAB refused to name the brand involved or the media agency handling the placements, citing the need for unaffected results.
Nielsen Online is managing the project and will compile the final analysis of the study. Results of the five-week project, which is described as “unheralded” by the IAB, will be released on 26 November.
Paul Fisher, chief executive of the IAB, said: “This project continues the IAB focus and determination to help shape and grow the online advertising market. The level of cooperation shown by all of those involved is exceptional and we’re looking forward to seeing just what impact online advertising has on brand building.
“We know from US, UK and other overseas studies that online is a cost effective medium suitable for building brands. The aim of this and further studies is to provide agencies and clients with local, Australian case studies to support their continued growth in investment in online advertising.
“There is no doubt that online advertising is effective for performance advertising campaigns and we believe the project results will clearly show that online advertising also has a strong role to play for marketers focused on brand development.”
