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Brand Advertising

Brand advertising and digital screen shot Brand advertising and digital; a white paper from IAB Europe

This White Paper is the first project of the IAB Europe Brand Advertising Committee and aims to prove and promote the web as a vehicle for branding, as well as to educate readers about the power and value of digital for brand advertisers.

Based on the huge demand from the advertising industry for more detailed information, research and case studies that prove the strength of digital for online branding, it provides an holistic view of measurement, formats, targeting and cross-media as well as useful evidence of how digital campaigns can support brands. The findings are based on insights, analysis and experience from the most respected market players, advertisers, research companies and service providers in the industry.

Report compiled and authored by Eric Urdahl,  Chairman of IAB Europe’s Brand Advertising Steering Committee and Head of International Business at United Internet Media AG Germany.

If your company is a member of IAB Europe you can log in to the Knowledge Bank and download the white paper here (for a reminder of your company log in details please email our membership manager Steve Miller)

If your company is not a member of IAB Europe please email our research team with details of your company name, your full name and your job title and we will forward the white paper to you directly.

Eric Urdahl, Head of International Business at United Internet Media is the Chairman of our Brand Advertising Committee.  He drives the committee, and collaborates with the IAB Europe Board to develop our main project for 2010 : the Brand Advertising Initiative. 

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Goal of the Brand Advertising Committee:

  • Promote, prove and protect the value of digital advertising
  • Create and publish white papers about digital media as effective and efficient branding media to be distributed by IAB Europe to the European industry.   
  • Develop European standards to support the further growth of digital advertising

Participating organisations include:

  • United Internet Media
  • Nielsen
  • IAB Germany
  • IAB Sweden
  • Mindshare
  • Microsoft Advertising
  • Turner International
  • Orange
  • Admonsters
  • Gemius
  • Dynamic Logic