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Research

One of IAB Europe's four core objectives is to provide the proof of the value of the online advertising industry through a programme of research. IAB Europe brings together the best of research available on the European interactive advertising market through its network of members, national IABs and partners.

 

We run our own research projects involving the collection of data held within the national IABs. IAB Europe processes the collected data so that it can be compared country to country, creating European benchmarks. In addition, by sharing relevant findings and analysis from some of the most respected market research companies, we are able to offer our members insight into this dynamic and complex industry: comScore Europe, SPA Future Thinking, IHS-Screen Digest, TNS, Gemius and Nielsen.

 

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See the sections below for more information about our key research projects:

If you are looking for relevant research presentations and analysis of the European and global online advertising market please visit the IAB Europe Knowledge Bank.

Mediascope Europe

Silver Surfers Closing the Digital Divide
Silver surferThis is the sixth of the series of Mediascope Monthly Bulletins and Reports analysing adults aged 55+ media habits - usage times, consuming traditional media digitally, media multi-tasking, brand engagement and online shopping.                                                             Read More
Digital First for Europe's Mums - Webinar & Bulletin

webinar-digitalmums.jpgIAB Europe presented a 30 minute complimentary live Webinar on February 6th 2013. The presentation is available to download, and the recording will be available soon.

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Tablets Creating new Relationships with Consumers

Lady Tablet 2This is the fourth of the series of Mediascope Monthly Bulletins and Reports analysing tablet users media habits - usage times, consuming traditional media digitally, media multi-tasking, brand engagement and online shopping. IAB UK, Nielsen and Orange have provided complementary research.

Nielsen     IAB UK    Orange Logo

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Internet enriches Consumer Communications Bulletin

social-media-blog-email.gifThis third Mediascope Monthly Bulletin looks at internet as a communication tool - social media, email and blogging and how internet users connect with brands online. United Internet Media, Gemius and Yahoo! have provided complementary research. 

UIM Logo Gemius Yahoo! Logo

 

 

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Media Multi-tasking means more active Consumers Bulletin

Media-multi-tasking.gifThis second Bulletin looks at the growth, profile, media use and of Europeans who use TV and internet simultaneously. IAB Ireland and BBC.com/ BBC News have provided complementary research.

IAB Ireland  BBC.com Logo

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Sport and the Shift to Interactive Media Bulletin

soccer_ball.jpgThis is the first in a series of Mediascope Monthly Bulletins taking advantage of the 2012 sporting summer! IAB UK in partnership with ESPN have provided complementary research.

IAB UK

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Mediascope Europe Monthly Bulletins

IMonthly-Bulletins.gifAB Europe presents Mediascope Europe Monthly Bulletins, a series of in-depth findings about a particular consumer segment or behaviour that will be published on a monthly basis.
The first topic will be 'Sport and the shift to interactive media' against a backdrop of this year's exciting sporting summer.

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2012 Launch Presentation Summaries

 Download Mediascope documents from the 2012 study and previous studies.

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426.9m Europeans online across 28 markets … from Belgium to Bulgaria, UK to Ukraine - Europeans are more connected than ever before
Mediascope EuropeThe IAB Europe is pleased to announce the latest findings from Mediascope Europe, the industry standard European media consumption study first launched in 2003 – measuring evolving media consumption patterns across online, radio, TV, newspapers and magazines. The study also covers internet use across four devices for the first time – computer, mobile, tablets and games consoles. Read More
Mediascope Europe now accessible via Nielsen IMS Clear Decisions™

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Mediascope, the industry standard European piece of cross-media consumer research, is now available on Nielsen IMS Clear Decisions™ through an IAB Europe fee-based subscription service.

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Reports & Insights

Marktest and Gemius establish a partnership for internet audience measurement in Portugal

Gemius-Marktest.gifGemius, the leading internet research agency in the EMEA region and Marktest, the media research expert, have signed a partnership agreement.

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The Consumer Barometer: A tool to quantify the role of online in the consumer journey
Consumer-Barometer.gifThe Consumer Barometer is produced by TNS Infratest, Google and in partnership with IAB Europe to quantify the role of online in the consumer journey from research to purchase. 
This free online-based interactive tool includes data from 39 countries across 36 different product categories. Give a try and gain insights!
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The uniqueness of Central and Eastern European markets

cee-release-aug27-figure2.jpgThe markets of Central and Eastern Europe should certainly not be seen as a homogeneous entity. Despite some regional similarities, e.g. in the level of market maturity and the direction of further development, there also are significant differences that should be carefully taken into account. The socio-demographic characteristics constitute a major differentiating feature among the CEE countries.

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IAB Europe/Gemius 'Do You CEE?' report - 3rd edition now available

Do You CEE image.jpgThe Do you CEE? report is the only in-depth analysis of the CEE Web, mobile internet and online advertising market, published for the third time in a row following the highly successful 2009 and 2010 editions.

The latest Do you CEE? report – presenting the year 2011 in the CEE online industry – features thorough discussion of the most recent trends on the market, its complete overview as well as detailed presentation of each of the 15 online markets of the region (including Turkey) focusing on the key players, 2011 highlights and crucial events.

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zanox Mobile Performance Barometer - 313 percent growth in revenues via mobile devices
Zanox Mobile Performance BarometerThere is one transaction every 15 seconds in Europe via a mobile device. zanox, the leading performance advertising network in Europe, presents the current trends and developments in mobile commerce with the latest edition of the "zanox Mobile Performance Barometer 2011". Read More
IAB Europe/Gemius 'Do You CEE?' report - 2nd edition

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We are proud to present the second edition of one of the most prestigious Do you CEE? report. Prepared in cooperation with Gemius, this year’s report is a continuation of the highly successful study launched last year.

The 2009 edition of the “Do you CEE?” report gained wide recognition as a reliable, transparent and accurate source of data and was extremely popular amidst internet industry specialists.

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IAB Europe launches Consumer Commerce Barometer
Free research tool will provide agencies and advertisers with consumer insights across 27 countries and 36 product categories. For those agencies and advertisers who have wondered what percentage of their target consumers are researching online before purchasing offline or wanted to compare the role of online in the consumer journey from research to purchase across different countries to help them allocate their marketing budget more effectively, help is now at hand.
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Brand advertising and digital; a white paper from IAB Europe

Brand advertising and digital screen shotThis 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.

The report has been 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.

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Consumers driving the digital uptake - September 2010
In 2010, IAB Europe asked McKinsey & Company to deliver an independent assessment of the consumer surplus of digital services financed by online advertising. This report provides the main findings of that assessment. The assessment was based on a review of secondary research and on original conjoint-based market research estimates of users’ benefits from 16 ad-funded Web services. This research was designed and conducted in the course of Spring 2010 in six major countries: France, Germany, the UK, Spain, ussia, and Italy. Read More
MC DC - Marketers & Consumers, Digital & Connected
MC-DC.gifIAB Europe has partnered with InSites Consulting, the leading European marketing consultancy, to bring our members a goldmine of information on European consumers as part of their membership package. The MC DC Report (Marketers & Consumers, Digital & Connected) is based on a survey of 32,000 internet users (aged 15 and over) from 16 countries within the IAB Europe network. It examines consumers’ online engagement and attitudes and includes valuable insight for marketers.  Read More

AdEx

AdEx Benchmark, the definitive guide to the size and scale of European online advertising

AdEx Benchmark 2011Now in its sixth edition, IAB Europe's AdEx Benchmark report is the definitive guide to the state of Europe's online advertising market. The data is compiled using information provided by 26 national IABs and the provisional figures are released in June every year for the previous calendar year. AdEx Benchmark findings and reports are available in the Knowledge Bank.

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IAB Europe Research Awards

IAB Europe Research Awards 2013 - Submit your entries now!
IAB Europe Research Awards Logo 2013Has your organisation produced an insightful, robust and relevant research project? Let the industry know, entries now open! Read More
IAB Europe Research Awards 2012 - Winners
Research AwardsIAB Europe is delighted to announce the winners of its Research Awards. The Awards were introduced last year to recognise and champion the vital role research plays in effective digital marketing. The winners were announced on May 30 at a gala dinner held as part of IAB Europe’s Interact Congress in Barcelona. Read More
IAB Europe Research Awards 2012 - Shortlist announced
Research_Awards.gifIAB Europe is delighted to announce the shortlist of finalists for its Research Awards. Winners in the seven categories will be announced at a gala dinner on the evening of the first day of IAB Europe’s Interact Congress in Barcelona on 30th May. Read More
IAB Europe Research Awards 2011 - Winners!

IAB Europe Research Awards 2011 Logo

The Winners and Highly Commended entries of the IAB Europe Research Awards were announced at the Interact Congress evening party, with a ceremony presented by Catherine Borrel, IAB Europe's Research Manager and Roy Patel of Lightspeed Research, the sponsors of the awards.  

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IAB Europe Research Awards 2011 - Short List Announced

IAB Europe Research Awards 2011 Logo  After much deliberation, IAB Europe are pleased to announce the Short List for the IAB Europe Research Awards 2011. Winners will be announced at Interact on 8th June.

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IAB Europe are pleased to announced the Judging Panel for the Research Awards 2011

IAB Europe Research Awards 2011 LogoIAB Europe are pleased to announce the Judging Panel for the IAB Europe Research Awards 2011. For further information about the awards please visit the Interact Congress 2011 site here.

The judges for the Awards include Roy Patel - Vice President, Lightspeed Research, Bruce Hoang – Group Marketing Director, Orange Advertising Network, Faye Miller – Marketing Manager Adconion, Patrick Marck – General Manager IAB Belgium, James Smythe, Managing Director, Culture of Insight and Laurence Bird, previously of IAB UK and CNN.

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