IAB Studying Cross-Media Brand Awareness
At the Engage 2006 conference this fall, the IAB UK will release the final results of their Brand Engagement study, which they’ve been conducting with Carat Insight. This first study uses focus groups and questionnaires to determine the effectiveness of online branding by makers of compact automobiles like the Renault Clio and the Ford Fiesta. The study samples 1000 female UK Internet users with younger children, a demographic that’s often difficult to reach yet controls a significant amount of household spending.
Preview results indicate that 45.9% of those surveyed had visited an auto manufacturer’s website to do research before buying, while 40.6% of them also conducted online research into auto insurance. 22.9% said that the Internet was the first place they went to when looking for auto reviews. The study also found that the Internet was the number 1 resource for comparing prices and features, while auto magazines were a distant second.
The study “will help advertisers understand how online performs as a brand medium in the overall mix — specifically in terms of engaging consumers” said IAB CEO Guy Philipson in a statement, “It’s an industry first and should be a catalyst in attracting more brand advertisers online.”
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