Display advertising continues to be an effective format for advertisers as analysis of 675 digital ad campaigns finds that brand awareness rose by 12% on average, with some campaign hitting as high as 55%.
An IAB UK (Internet Advertising Bureau) commissioned report in collaboration with Kantar, OnDevice Research and Research and Analysis of Media (RAM) explored the effectiveness of display ads through advertising campaigns from 2008 to 2017. The metrics used in the analysis measured the impact of display ads across four key campaign objectives – brand awareness, brand perception, brand education and purchase intent.
Findings from the report found the use of display ads was effective across all four objectives – increasing brand awareness (12%), brand perceptions (2%) brand education (2%) and purchase intent (3%).
Tim Elkington, chief digital officer at the IAB UK commented that the overall average scores across the metrics “were really positive” with some brand campaign objectives increasing by as much as 55%.
Read The Original Article: performancein.com
