The why behind the 15% growth in online advertising spend

IAB UK asked marketing decision makers about their attitudes towards online advertising

IAB UK

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)

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