To bolster the confidence of wary brand marketers, the Advertising Research Foundation is planning to publish a new guide to online advertising. According to a recent report, “The Online Advertising Playbook” will be a 320 page manual that includes case studies and interviews with advertisers, agency executives, research firms, and media companies.
Taddy Hall, the chief strategy officer at the ARF and one of the authors of the guide, said that the publication is designed to be a “go-to guide for advertisers and their agency partners who are seeking to get maximum benefit out of the Internet.” He feels that, “Most marketers believe that advertising online can work-but when they go to use the Internet, they don’t have nearly the degree of confidence they have when using other media.”
Hall added that the guide will also include strategies for topics such as using the Web for branding, the role of search in both online campaigns and overall marketing objectives, and email as a marketing vehicle. The project has been overseen by senior executives from thirty industry organizations including the IAB and Online Publishers Association, and is planned to be released in November.