IAB Launches First Ever Marketing Campaign
The Internet Advertising Bureau (IAB) has launched its first ever integrated marketing push to raise awareness and understanding of the medium.
The landmark campaign, which marks the first unified campaign to promote online as a key marketing ingredient, will feature the strapline: “Online: The interactive ingredient”.
The campaign aims to communicate to advertisers, media planners and agencies the advantages of internet advertising as a complement to traditional media. The creative and media work was developed by integrated communications agency, Masius.
The initial push of print ads, direct mail and industry forums aim to reach those who have not traditionally used online media. In the long term IAB members have committed to fund regularly waves of marketing activity to build online advertising’s profile.
The creative executions compare online to traditional media to highlight the increasing importance of online advertising in the media mix and the rise in internet audiences.
The IAB will also spearhead the publication of a series of print magazine ads aimed at marketers next month. The campaign will culminate with more online and print ad activity set to break in the new year.
Commenting on the initiative, Danny Meadows-Klue, chief executive of the IAB, said: “Online now offers audience reach that matches television and other traditional media. It is time to shout about its success. Internet advertising is about to come of age. It’s the fastest growing advertising medium and already half the size of the radio industry. Dozens of British companies have joined forces to unite and tell the story. This is a landmark moment for our industry.”
Ian Henderson, creative director of Masius, added: “This is powerful, grown-up advertising for a grown-up advertising medium. As an agency, we believe in a multi-channel, integrated advertising future so we’re very happy to be able to support the IAB.”
The IAB recently joined forces with the European Interactive Advertising Association (EIAA) to launch the first standardised European online ad formats (see IAB Unveils Standardised Ad Formats).
IAB: 020 8683 9557 www.iabuk.net
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