The Interactive Advertising Bureau Europe (IAB Europe) has launched the Multi-Device and Connected World Library of Research to address the need for insight on the constantly evolving media consumption landscape.
Understanding the relationship between consumers and their devices across Europe is challenging for marketers, and this library will bring the most recent best practice multi-device and cross market studies together in one place.
As the voice of the digital business, proving the value of the digital advertising industry via leading research is one of IAB Europe’s priorities. This new library demonstrates evolving consumer behaviours and the increasing potential for advertising across media platforms.
The launch comes at an apt time for Irish members, as IAB Ireland recently released the findings of their IAB PwC Online Adspend H1 2014 Final, which found that €10.7 million was spent on social media display advertising by social media sites, leading ad agencies and industry reps in Ireland, a 67% rise for the same period in 2013. Similarly, IAB Ireland calculated a gross mobile adspend of €37 million in the first half of 2014 in Ireland, up a surprising 132% from €16 million in H1 2013.
Featuring regional and local market multi-device consumption research from the following companies and associations, the Multi-Device and Connected World Library reflects the richness and diversity of Europe’s media landscape: AGOF, BVDW, comScore, IAB Austria, IAB Serbia, IAB Switzerland, IAB Turkey, IAB UK, Millward Brown and United Internet Media.
The library includes studies that explore the use of TVs, PCs, laptops, tablets, mobiles and smartphones; how devices are used in combination; device usage during the day; share of time spent on each device; type of content consumed.
Alison Fennah, Executive Business Advisor at IAB Europe said:
“I am delighted IAB members have come together to contribute towards this reference point on the topic of media consumption which is of fundamental importance for any local or global marketer. It is a valuable addition to IAB Europe’s research and insight portfolio”.
The IAB Europe Multi-Device and Connected World Library of Research is an on-going initiative, which can be accessed here.
IAB Europe held a Webinar on Tuesday 4th November to mark the launch of the Library, the recording can be found on the IAB Europe website here.