• by Masha Geller , June 3, 2002

Remember the Unilever/MSN study the IAB conducted not too long ago that validated the importance of online advertising in the overall marketing mix? Well, the IAB is building on that research. Yesterday, the organization announced plans to conduct a second, more extensive study involving more than twenty publishers and up to eight world-leading marketers, including Colgate Palmolive, General Mills, ING, and McDonald's. The six to nine-month research project is designed to expand upon the landmark findings of the.

Greg Stuart, President & CEO of the IAB, said the study will “change forever the way in which marketers look at and use the interactive medium,” adding that in his previous agency experience, “media teams had no idea what the optimized level of spending in each media contributed to most efficiently building the brand.” The study is meant to help solve the puzzle.

The new study will once again be conducted by Marketing Evolution's Founder Rex Briggs, and findings are expected in 6 to 9 months.

Speaking of research, DoubleClick released an interesting piece yesterday. The company found that emails from catalogers and retailers have the highest click-through rates compared to other industries (9.5% and 9.1% respectively.)

DoubleClick also found that the best days to achieve high click-through rates on email campaigns varied for both marketers and publishers. The data reveals that marketers have the highest click-through rates between Tuesdays and Thursdays with an average of 6.5%, while publishers have the highest click-through rates on the weekends with an average rate of 9.4%.