Brand Advertising

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.

Goal of the Brand Advertising Committee: