Online advertising 'best for brands'

Internet advertising makes up 40 per cent of brand engagement - more than press and TV marketing, a report has found.

The Brand Engagement study, produced by the Internet Advertising Bureau (IAB), measured how marketing through different media affects a brand's relationship with its consumers.

In contrast, it revealed that publicity in the press produces 31 per cent of brand engagement and television 19 per cent.

Criteria measured by the body included "affinity" - whether a store had a good reputation, "quality", "fitting one's needs" and "presence" - being available on a national high street.

It also found that online advertising was a low-budget way to build brand engagement.

While the marketing medium provided 40 per cent brand engagement, it made up 2.5 per cent of total media budget.

Last month, Irfon Watkins, chair of the IAB Video Council and chief executive officer of Coull, told Technology Weekly brand engagement is the perception people have of a business and how they act based on that image.