Discover why digital advertising is effective for reaching your customers and building brands.
This page is home to key stats on usage, and research packed with all the insight you need to prove digital advertising offers reach, results, and return. You will also find tips and tools to help you use it most effectively, as well as all of our research on digital effectiveness in a selection of downloadable, bite-sized charts that you can pop into your own presentations.
Digital is everywhere
1 hr 47 mins
per day on average was spent on social media in 2023
4hrs 9mins
spent online per day per adult in 2023
40.2 million
people tuned into on-demand music services every month in 2023
Digital works hard for your brand
Digital builds brands
A summary from wider research of digital display campaigns delivering up to five times better awareness, favourability, and purchase intent.
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Digital is cost effective
A snapshot from a wider Kantar study that indicates digital display can make your budget go further on awareness, associations, and motivation.
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Digital offers scale to ensure you reach your audience
Key stats that demonstrate we are spending more time online than ever before, providing more opportunities to see your brand.
Learn moreDigital is effective
IAB UK research in collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), collated results from 675 individual campaigns from 2008 through 2017 to see whether digital display advertising is effective.
Analysis of these campaigns demonstrated that digital advertising is effective across key marketing metrics, including awareness, brand perception, education, and sales intent.
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Downloadable Charts
We’ve compiled key killer stats on digital effectiveness in a selection of handy, one-slide decks you can pop into your own presentations.
The role of digital across the advertising funnel
IAB UK and On Device Research have analysed 516 ad campaigns globally to understand how advertisers can maximise digital’s effectiveness across the advertising funnel.
In line with our findings, we developed 10 best practice principles to help advertisers maximise digital’s effectiveness across the funnel.
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How to improve your digital advertising
5 rules of effectiveness
We teamed up with Kantar to analyse and test factors that create an effective digital display campaign, identifying key rules for getting it right.
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5 ways to maximise ad attention online
Along with with eye-tracking specialists Lumen and IPSOS MORI, we identified ways in which brands can boost the attention of their digital ads.
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5 rules to ensure the quality of your digital advertising
Working with Display & Data Steering Group and Sparkler, we set to understand what factors consumers consider key to a high-quality digital ad.
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We’ve compiled key killer stats on digital effectiveness in a selection of handy, one-slide decks you can pop into your own presentations.
More on effectiveness
SME Tool
Created for small UK businesses to help unlock the value of digital advertising to drive more sales, raise awareness, and help you succeed.
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Case Studies
We’ve pulled together examples of effective digital campaigns from across the industry to help you supercharge your digital advertising.
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Adspend Analyser
Put the power of our Digital Adspend study in your hands with the flexibility to build handy charts using over 20 years of data.
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