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Users of broadband are more likely to engage with a brand through online advertising than they are through the media or TV, according to newly-published research.

A study conducted by the Internet Advertising Bureau (IAB) found that web campaigns had the biggest effect in driving brand engagement - that is the relationships brands build with their consumers - on 40 per cent of broadband users, more than any other communications channel.

The investigation found that broadband users were less affected by advertising directed through the media (31 per cent) and TV (19 per cent).

Mary Jefferies, the director of aevolve - the market research firm asked to carry out the study on behalf of the IAB - commented on the importance of the web as an advertising medium through which to reach broadband users.

She said: "The internet is not just about transactional relationships: it has a critical role to play in driving consumers’ underlying emotional connection with retail brands."

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