IAB: New research finds brand building impact of digital advertising has been underestimated

Digital channels are effective at delivering brand impact and more cost efficient than most offline channels according to an Australian-first report released today by Kantar at IAB Australia’s MeasureUp conference. The report, The Digital Brand Effect, found that the long term retained brand impacts for digital campaigns are at least on par with those of other media; with 20% of the original brand impact of digital campaigns retained for eight weeks after the original exposure.

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