Digital’s effectiveness: the evidence

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 

Rules of attention

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.

Digital is effective

Case Studies

We are currently looking for advertisers’ examples of effectiveness in digital advertising. If you are interested in contributing a case study, please do get in touch with our research team. 

Case studies

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