The Digital Brand Effect: How digital advertising builds brands and delivers long-term brand impact

Offers an overview of a recent study by IAB Australia and Kantar into the effect of digital media on brand building.

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...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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