News & Events

Online advertising 'best driver of brand engagement'

Date posted:

10th July 2008

Marketing managers looking to drive forward brand engagement should look to online advertising, a new study suggests.

Online advertising is the best way for retail marketing managers to boost brand engagement, according to new research from the Internet Advertising Bureau (IAB).

The cross-media study reveals that 40 per cent of brand engagement is driven by online marketing, compared to 31 per cent by press advertising and 19 per cent by television.

However, as Guy Phillipson, chief executive of the IAB, explained, there remains a large discrepancy in terms of the amounts retailers are spending on internet marketing, despite its apparent effectiveness.

Indeed, the study shows that just 2.5 per cent of the average retailer's media budget is spent on internet advertising.

"We hope that this latest Brand Engagement study will help retail advertisers fully appreciate the brand-building capabilities of online, and in turn increase the medium's share of their marketing budgets," said Mr Phillipson.

The Internet Advertising Bureau is the trade association for online advertising and has more than 380 members, with whom it works to improve brand engagement and promote best practice.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.