The case study library aims to provide research to media buyers, advertising agencies and advertisers who intend to make online an integral part of their advertising schedules.
It so far includes 77 case studies of creative campaigns from global brands such as Mercedes, Nike, Nokia, BMW and 20th Century Fox, from a range of sectors which include automobile, finance, FMCG and entertainment. Marketers can access the library online at . The library will be regularly updated.
Alison Fennah, executive director at EIAA, said: "Our recent Internet Ad Barometer survey clearly showed that both advertisers and agencies consider online to be a crucial element of their marketing strategy, but are largely unsure of how best to measure value and success."
She added: "This new Case Study Library aims to remedy this by sharing key learnings and providing the industry with the necessary data to demonstrate the benefit of online advertising as an effective, accountable and creative media."
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