Brands should not rely on click through metrics as the sole measurement of online display advertising effectiveness, according to a major new study from the Internet Advertising Bureau (IAB).

Research on customer conversions with four leading companies in the automotive sector shows display advertising can act as a brand building tool similar to TV, outdoor or cinema advertising.

Display advertising produces a “positive latent brand effect”, according to the researchers, who used specialist software to track 50,000 consumers on their “path to ...

App downloads hit a record high of 1.2 billion worldwide during the last week of December, new figures show, with 81 million downloaded by UK consumers.

Only the US (509 million) and China (99 million) surpassed the number of apps downloaded onto Apple iOS and Google Android operating systems by UK consumers, according to a Flurry survey.

Research by the analytics firm also revealed that UK downloads were more than double that of Canada (41 million) and Europe’s other major economies France ...