This study of three brands, BoboFrut, Leroy Martin and Olympus, show that online branding campaigns help in building engagement of internet users. The research showed that each of the analysed ads influenced, brand and ad awarenesss metrics, recommendation metrics and purchase intent.

1. 0%
20%
40%
60%
80%
100%
3 6 9 12 15 18 19+
Aided - brand Aided - ad
Spont. - brand Spont. - ad
Number of impressions
Awareness
Brand and advertising awareness is highly
correlated with number of impressions. In
case of respondents who saw researched
ads more than 10 times awareness KPIs are
significantly higher than in case of those
who saw the ads fewer times.
Results of IAB/MEC WebTrack also show
that online branding campaigns help in
building engagement of internet users. The
research showed that each of the analyzed
ads influenced:
• brand and ad awareness metrics,
• recommendation metrics,
• purchase intent.
Branding
2%
4%
6%
8%
9%
11%
12%
I know it very well
It's close for me
It stands alone
Many people use it
I like to talk about the brand
I take purchase into consideration
It's for people like me
Exposed 11+
Exposed
IAB/MEC WebTrack is a unique analysis of
online advertising effectiveness. The
possibility to link respondents’ declarations
and hard data allowed to precisely and
reliably determine influence of online
campaign on potential customers.
The first results of the IAB/MEC WebTrack
project show that setting internet campaigns
capping on a low level may be misguided.
More effective strategy is to display ads on a
few websites which overlap in terms of
reach. It promises synergy and increase in
branding metrics.
Index versus control*
* Control = individuals who didn’t have contact with the internet ad
index based on means (5-point scale).
N=3998/3513
EXPOSED
N=3998
Project partners
Advertisers