The Internet Advertising Bureau (IAB) has produced a video to support the first instalment of its Building Brands Online Trilogy research.
The research tracked the effectiveness of Starbucks' online advertising for its new product Starbucks VIA.
The film explains the findings from the IAB and GFK NOP which showed that online plays an important role when building brand awareness.
IAB’s research showed that Starbucks' online advertising activity created a strong uplift in awareness and an uplift of 40% purchase intent within the brand's key demographic of 35-54-year-old women.
The second and third research projects into how online activity can build brand awareness will be revealed later this year, with part two to be unveiled at an IAB event on 28 July. It will focus on the launch of Nestle product Maggi So Juicy.