Interactive Advertising Bureau Europe (IAB Europe) 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 and this new library demonstrates evolving consumer behaviors and the increasing potential for advertising across media platforms.
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 Multi-Device and Connected World Library of Research from IAB Europe is an important initiative – in an era of always-on connectivity across multiple screens, it is important to increase our understanding of media behaviour
Chairman IAB Europe Research Committee and Research Director Europe at Microsoft
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.
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
Executive Business Advisor IAB Europe
The IAB Europe Multi-Device and Connected World Library of Research is an on-going initiative and is accessible here
IAB Europe is the voice of digital business. Its mission is to protect, prove, promote and professionalize Europe’s online advertising, media, market research and analytics industries. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations.
IAB’s Research Committee’s main focus is to provide the strategic direction for IAB Europe’s research activities and helps to formulate each research annual plan. IAB Europe’s research efforts aim to prove value and growth of the online industry across Europe. This is done by undertaking benchmarking and shared pan-European studies and surveys including the AdEx Benchmark report and further partner reports.