In several studies, the IAB has found that digital media—particularly large format display ads coupled with video elements— are powerful brand builders. However, brands are often reluctant to experiment with or maintain a presence in these channels. With more consumers than ever before engaging with video online, it’s paradoxical that brand activity has followed neither consumer behaviour nor demonstrated effectiveness. Why?
Tim Elkington, the IAB’s Director of Research & Strategy, will briefly present some of the IAB’s key research findings about brands that have effectively used digital to build brands online. A panel of industry thought leaders will explore the brand/digital paradox through audience participation and Q&A.; Come with your questions and your own experiences to share.