Life on Digital Planet Brand
Online advertising is changing. Advertisers are switching on to the fact that the internet can be used to build brands and not just to deliver direct response. Because of this growth in brand advertising online, GfK together with the IAB UK wanted to understand more about the ways that advertisers are using online to achieve their brand objectives – both in terms of raising awareness for new brands and changing perceptions of existing ones. To explore this issue fully GfK was commissioned to run three cross media studies to evaluate the contribution of online to brand campaigns and to understand how online works in conjunction with other media. GfK added insights gained from other projects in this area to the three IAB studies to help draw together conclusions for this presentation.
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