IAB Unveils Golden Rules For Online Advertising
The IAB has unveiled what it claims to be the “five golden rules” for effective online advertising in an attempt to encourage brands to spend more on internet marketing.
The move comes just days after the launch of a new internet advertising body by the major European portals and could be viewed as an attempt by the IAB to highlight its work amid increasing pressure to promote the value of online advertising.
The launch of the golden rules, which include ‘larger ads work better’, ‘target audiences’ and ‘be bold with your logo’, coincides with the announcement that the IAB has formed a research partnership with Dynamic Logic that will bring three further waves of research during the next two months.
Commenting on the new guidelines, chairman of the IAB, Danny Meadows-Klue, said: “These are simple tips that all marketers can follow to produce effective online campaigns. Many offline marketers still lack the confidence to use the internet and these simple rules are a great starting point.”
Earlier in the week AOL Europe, Tiscali, Lycos, MSN and Yahoo! Europe came together to form the European Interactive Advertising Association (see Portals Join To Form New Pan-European Internet Ad Body). The new industry body, which will be headed by CEO of AdLINK Internet Media, Michael Kleindl, will work to promote the value of online advertising campaigns to major agencies and clients.
Meadows-Klue has given his support to the EIAA, saying: “The big picture here is how we grow the interactive markets, both at national level and at pan-European level. Online is yet to capture its real share of media budgets and while the growth over the past five years has been exceptionally fast, we all believe this can be accelerated further.”
He added: “Authoritative research, powerful standards and bold marketing are all key to this. That’s why IAB Europe embraces any initiatives that grow the online commercial market and why we work with more than 30 pan-European trade bodies and initiatives already.”
Interactive Advertising Bureau: 020 8683 9667 www.iabuk.net
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