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Brand advertisers cite consumer insight and viewable advertising as key to unlocking digital

In dit onderzoekt duikt IAB nog dieper in op de metrics en KPI's die adverteerders gebruiken om het succes van online advertising te meten. Adverteerders geven aan dat de levensstijl, mediaconsumptie en de fase in het aankoopproces de belangrijkste factoren zijn om op het juiste moment in de juiste context te kunnen adverteren. 

De belangrijkste bevindingen:

  • 81% of brand advertisers think knowing the consumer's position in the purchase decision process is important in delivering relevant brand advertising (86% of agencies; 76% of publishers)
  • 79% of brand advertisers think knowing the consumer's multi-tasking activities are important in terms of receptivity to advertising (73% of agencies: 63% of publishers)
  • 77% of brand advertisers think more data about what the consumer is doing online would help attract more brand advertising into digital channels (69% of agencies; 59% of publishers)
  • 73% would like to see the provision of more consumer lifestyle, attitudinal and behavioural information in online surveys (69% of agencies and publishers)  

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