Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands

Digital is everywhere

Digital offers the scale and reach you need to ensure you are where your audience is

89 %

of adults used the internet daily in 2020

3 hours 38 minutes online per day

per day for the average UK adult in 2020

10.1 million

tune into podcasts every week

Premium Content Builds Brands

When it comes to digital advertising, not all impressions are equal and premium content environments are delivering more for brands, writes IAB UK’s Head of Research & Measurement Elizabeth Lane.


Digital works

Download our killer deck to get the headlines you need to prove digital advertising offers reach, results and returns

Digital advertising works hard for your brand

Digital builds brands

Digital builds brands

Digital display campaigns that are well executed can deliver up to five times better awareness, favourability and purchase intent

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Digital is cost effective

Digital is cost effective

With digital advertising, you can make your budget go further on awareness, associations and motivation.

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Digital is everywhere

Digital is everywhere

We are spending more time online than ever before, which means more chance to see your brand.

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Online usage rockets in lockdown

28 % increase

time spent on social platforms during lockdown

16% online increase

between January and April 2020 for gaming platforms

4 hours a day

spent online in April 2020

Five rules to ensure the quality of digital ads

What do consumers consider a high-quality online ad to be? And what steps can digital advertisers take to ensure they’re delivering a quality experience? We’ve worked with our Display & Data Steering Group and research company Sparkler to find out.

Get the most out of digital advertising

Now you're sure that digital is a great home for your brand, here's how to use it most effectively.

Case study

Case studies

We’ve pulled together examples of effective digital campaigns from across the industry to help you supercharge your digital advertising. Filter by objective, format and sector to find the work most relevant to you.


Adspend Analyser

Our brand new tool puts the power of our annual Digital Adspend study in your hands for the first time. IAB UK members have the flexibility to build charts using over 20 years of data. Get the data most helpful for you and your clients.

Rules of attention

The Five Rules of Effectiveness

We have teamed up with Kantar to analyse and test the factors that create an effective digital display campaign. Analysis of the top 20% performing campaigns reinforced five basic rules for getting it right. 


Five ways to maximise ad attention online

Generating attention is a key component when it comes to understanding digital advertising’s overall effectiveness. We’ve teamed up with eye-tracking specialists Lumen and IPSOS MORI to identify five key ways brands can boost the attention of their digital ads.

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.