IAB research shows online ad spend achieves 40% of the communications effect within the media mix for retail brands. Online, press and TV are the strongest drivers of brand engagement within this market.
The latest Internet Advertising Bureau (IAB) cross-media Brand Engagement study has found that online advertising for retail brands delivers the biggest effect in the media mix, driving 40% of brand engagement, compared with press (31%) and TV (19%).
The average online ad spend for all five brands in the study was just 2.5% of total media budget, which suggests that internet advertising – which delivered 40% of brand engagement across all communications – is around 16 times more effective than the monetary investment would suggest. To put this into perspective, in the second half of 2007, the retail sector accounted for just 5% of all internet advertising expenditure, whilst total consumer spending on products, goods and services online for 2007 was £47 billion.
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