New IAB Research Confirms Digital's Place in Optimal Marketing Mix

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

IAB News Release, 8/2/10

“Interactive Advertising and the Optimal Marketing Mix” Shows Marketers How Proper Allocation of Media Spend to Digital Yields Significant Results

To help marketers make better decisions on investing advertising dollars, the Interactive Advertising Bureau (IAB) today released the “Interactive Advertising and the Optimal Marketing Mix” study developed by MarketShare Partners, the leading cross-marketing optimization company. The ground-breaking study analyzed three brand scenarios in three different verticals—consumer packaged goods, financial services and automotive. Each example illustrates a distinct opportunity for optimizing marketing spend, specifically in the area of interactive media. Key findings include:

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