brand engagement - IAB UK

Highlights:
 Online brings 39% brand engagement for car manufacturer brands
 Online allow to play on key metrics of engagement: e.g. in the car manufacturer, surveyed users reveal they look for style and fun, which was then delivered (to start) online
 Online represent an unparalleled opportunity to engage with customers, however
 Consumer are empowered and totally in control so it is the highest barrier is to drive the target audience to the brand/company website in the first place