The Interactive Advertising Bureau Australia has announced a major project designed to test the effectiveness of online advertising.
The project, which will run over five weeks with results announced on November 26, is a cooperative effort between the five major online publishers, a leading media agency, a high profile FMCG client and Nielsen Online.
The five major online publishers, Fairfax Digital, News Digital Media, ninemsn, MediaSmart and Yahoo!7, are involved and have each provided equal online inventory in a standard IAB ad format to create an “average” online brand building campaign
Paul Fisher, CEO of IAB Australia, said the project will test the ability of online advertising to contribute to brand building.
“We know from US, UK and other overseas studies that online is a cost effective medium suitable for building brands,” he said.
“The aim of this and further studies is to provide agencies and clients with local, Australian case studies to support their continued growth in investment in online advertising.”
Nielsen Online is managing the project and will compile and complete the final analysis.
