IAB research shows digital display advertising is effective across all metrics!
In collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), the analysis collated results from 675 individual campaigns from 2008 through 2017 to see whether digital display advertising is effective.
From analysis of these 675 campaigns, on average, digital display advertising:
Raises unaided brand awareness up to 12% vs controls
Positively shifts brand perceptions by 2% vs controls
Educates people about a product/brand by 2% vs controls
Drives intent to purchase by up to 3% vs controls
The analysis also showed that digital banners and digital videos are both effective formats, and campaigns can be effective using either single or multiple creatives.