Guardian Brings Traditional Media View To IAB Council
Guardian Newspapers has become one of the first heavy-weight traditional media owners to join the Interactive Advertising Bureau’s Leadership Council.
It is understood that the recent appointment of former ITV chief executive, Richard Eyre, as IAB chairman (see IAB Appoints Eyre To Drive Growth Of Online Advertising), was instrumental in the group’s decision, which is expected to lead to the better representation of traditional media owners, less familiar with internet advertising.
According to the IAB, Guardian Newspapers will take the lead in developing standards for online advertising and will work to create best practice guidelines for integrated marketing campaigns across multiple media channels.
Commenting on the decision to join the Council, Simon Waldman, director of digital publishing at Guardian Newspapers, said: “We have long believed in the value of new media – both to us as publishers and to our advertisers. But, in order for the online advertising market to grow, there is still work to be done to continue to prove the medium’s effectiveness and to make it as easy to plan, buy and use as traditional media. We believe the IAB Leadership Council is an ideal forum to make this happen.”
Danny Meadows-Klue, IAB chief executive, added: “This is a tangible signal that traditional media is taking online seriously, putting its weight behind the industry, and committing to doubling share of all media spend.”
The existing members of the IAB Leadership Council include AOL, Freeserve, Google, Lycos, MSN and Yahoo!. The Council, which is intended to steer the online ad industry, was set up to develop standards for internet ad formats to meet the needs of advertisers and media owners.
The IAB recently announced its plan to double the share of internet advertising from 1% to 2% by autumn next year (see IAB Plans To Double Internet Ad Spend In Two Years). It also created four additional posts in research, marketing, standards and education to help drive the initiative (see IAB Plans To Double Internet Ad Spend In Two Years).
IAB: 020 8683 9667 www.iabuk.net
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