IAB: You're Not Spending Enough on Digital

Study also finds post-roll video ads surprisingly popular

Is your campaign digital enough? The Interactive Advertising Bureau this morning published a study that doesn't just tell advertisers to move more dollars online; it tells you how much to reallocate. The IAB, which commissioned Nielsen to do the study, further says that retention increases when you use the same creative across both digital and linear platforms, and that the order in which the viewer sees the ads matters. Ideally, a viewer will watch an ad online first, which will boost retention when the ad comes on the air.