IAB UK to fund campaign research to support digital advertisers

Earlier this month, the digital ad market recorded its first fall in growth since reporting began in 1997, reflecting the uncertainty and challenges that have been brought about by the pandemic. In order to support both brands and agencies at this challenging time, we’ve developed a new initiative alongside our board and agency members - including MediaCom, Mindshare, PHD, Manning Gottlieb OMD, Goodstuff and Dentsu Aegis - that will see us fund brand evaluation campaigns for clients that have stopped or decreased digital spend. 

Working with On Device Research, these studies will allow brands to assess campaign effectiveness, with the aim of demonstrating the value of continued investment in digital advertising. Open exclusively to IAB UK Board members who are working with agency members, all campaigns will be assessed on a first-come, first-served basis. 

Commenting on the project, IAB UK’s Chief Digital Officer Tim Elkington, said: “The impact of reduced digital ad investment is felt acutely by our agency members and it’s so important that we support them and advertisers as they navigate the current challenges. By working with agency members and our Board to develop this initiative and fund independent campaign research, we hope to collaboratively play our part in helping to re-energize the market and show brands the value of their digital spend.”