IAB Advertises Itself
The Interactive Advertising Bureau, an industry-wide coalition of online and interactive advertising businesses, has announced a cross-media ad campaign to promote its brand and develop a comprehensive theme for the entire interactive advertising industry.
The “Media More Engaging” campaign will begin appearing online and in print magazines like AdWeek and Advertising Age. By 2007, it will expand to include IAB member websites. The IAB is trying to snag brand managers and marketing execs in vertical industries, as well as ad agency types.
Emerging media agency Brand New World, the campaign’s creators, want to focus on the industry’s interactivity: its ability to target the right customers with the right brand message, provide them with an “immersive” and memorable brand experience, and then measure the effectiveness and ROI.
“Our goal in developing an overarching positioning and theme for the Interactive advertising industry was to find a way to communicate all the diverse capabilities and benefits of Interactive under one umbrella,” said IAB general manager Sheryl Draizen in a statement.
The campaign features a microsite that primes marketers and agencies on interactive’s involvement in digital, video, banners, email, gaming, lead generation, local, mobile, search and other forms of advertising.
To get a complete view of the interactive industry’s benefits to marketers and agencies, the IAB hired brang message development firm Luntz, Maslansky Strategic Research, who focused on both the campaign’s brand statement and the creatives.
Media planning and buying are being handled pro-bono by Media Contacts, an interactive network owned by Havas Media.
“As marketers continue to embrace and allocate additional dollars to all forms of Interactive, it is important that we clearly articulate and showcase the true power of the medium,” added Draizen.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- [x+1] Creates The Smartest Tagging System Around March 18th 2010 ADOTAS – Today, if you happen to be at the [...] more »
- IAB’s Video Standards Tackled By ADTECH March 18th 2010 ADOTAS – ADTECH, a part of AOL Advertising and an [...] more »
- Google Search and Mobile and….TV? Oh My! March 18th 2010 ADOTAS – Google wants to dominate your screens…. Not just [...] more »
- Being Social Can Give You Viruses… New Scare March 18th 2010 ADOTAS – McAfee Inc. has come out with some bad [...] more »
- AppNexus Officially Launches Ad Platform Fueling the Real-Time Bidding Revolution in Display Advertising March 17th 2010 ADOTAS – AppNexus announced the launch of its advanced ad [...] more »
- Discovery Communications Partners With Pointroll to Launch DIG@TORIAL March 17th 2010 ADOTAS – PointRoll, a subsidiary of Gannett Co., Inc., has [...] more »
- Evolve Umbrella Planted in the Pub Garden March 17th 2010 ADOTAS – Marvel is a great brand and Marvel.com is [...] more »
Features
- For Better or For Worse? March 18th 2010
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
- Secret Salsa Recipe: The Best Digital Marketing Mix March 11th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
- Manager, Business and Trade Media Relations
Recent Comments
- Jedd Gould: I think you miss the point. Publications have to charge because the content most are
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as
