Digital’s effectiveness: the evidence

The home of digital advertising’s effectiveness research – get up to date with our latest projects

IAB case studies

Search brand case studies for evidence of digital's effectiveness

We’ve pulled together examples of effective digital campaigns from across the industry to help you supercharge your digital advertising. Filter by objective, format and sector to find the work most relevant to you.

Rules of attention

Five ways to maximise ad attention online

Generating attention is a key component when it comes to understanding digital advertising’s overall effectiveness. We’ve teamed up with eye-tracking specialists Lumen and IPSOS MORI to identify five key ways brands can boost the attention of their digital ads.

  1. Quality matters

  2. Think about location

  3. Clean up clutter 

  4. Tap into smart targeting

  5. Be creatively fit for purpose 

Digital is effective

Digital is Effective

Previous IAB UK research in collaboration with Kantar Millward Brown, OnDevice Research and RAM demonstrates that digital display advertising is effective across all key marketing metrics, including awareness, brand perception, education and sales intent.

Looking to boost your skills?

Take your pick from over 40 events, workshops and training courses across the year.