To support the launch of the 2018 IAB / PwC Digital Adspend Study, IAB UK asked 504 marketing decision makers about their attitudes to online advertising

• Almost three in five marketers from larger companies (50+ employees) believe their online advertising is more effective than ever at helping their business succeed

• 76% of marketers from larger companies are using online advertising for longer term brand building

• 74% of marketers responsible for online video believe it compliments activity in other media channels

• 64% of marketers responsible for online video agree that online video assets should be made bespoke for the platform or device they are shown on

• Marketing decision makers identify paid social media as effective for reaching both mass audiences (73% agree) and select target audiences (69% agree)