What was the problem?
The IAB wanted to get beyond behavioural metrics and demonstrate the ability of internet advertising to drive brand engagement:

Measure the effects of internet advertising on brand strength relative to other media and identify how internet advertising works alongside other brand contacts to increase brand consideration.

What did we do?
We used our unique ICE methodology to connect communications exposures directly to shifts in brand engagement.

It enabled us to identify and quantify the causes of changes in people’s brand engagement from any brand contact whether that was an experience or a communication.

To date we have completed four of these studies for the IAB, in the following categories: automotive, FMCG hair care, FMCG soft drinks, and high street retail.

So what?