Leading internet portals have come together to form a new pan-European industry organisation called the European Interactive Advertising Association (EIAA), which will work to promote the value of online advertising campaigns to major agencies and clients.
Founder members of the EIAA, which will be headed by CEO of AdLINK Internet Media, Michael Kleindl, include AOL Europe, Tiscali, Lycos, MSN and Yahoo! Europe. The main objectives of the organisation will be to improve the understanding of online advertising as a medium, to expand the European internet advertising market and to increase the sector’s share of total advertising investment.
The EIAA will also tackle pan-European issues such as advertising effectiveness, new advertising formats, targeting, standardisation of measurement, business terms and conditions and research.
Kleindl said: “Now that internet media reach and consumption has reached critical mass, interactive advertising justifies a fixed place in the media mix. The EIAA will make progress for online media buyers and sellers, increasing everyone’s understanding of the medium by pooling our knowledge and resources and making interactive advertising an easier and more accountable choice by integrating our business practices.”
Chairman of the IAB, Danny Meadows-Klue, added: “IAB Europe embraces any initiatives that grow the online commercial market and this is why we work with more than 30 pan-European trade bodies and initiatives already. This new one brings together some key pan-European publishers with a great deal to offer.”
The first study planned by the EIAA will address the need for advertisers to understand and compare the strengths and weaknesses of different media platforms. NFO Europe has been commissioned to carry out the research, which will consider the effects of TV, radio, print and interactive advertising.
According to recent figures from the IAB, total UK online advertising spend increased by 7.1% year on year during 2001 to £165.7m (see
Adlink: 020 7379 3663 www.adlink.net/uk AOL: 01268 530919 www.aol.co.uk MSN: 020 7465 7700 www.msn.co.uk Yahoo UK and Ireland: 020 7808 4200 www.yahoo.co.uk
Nielsen/NetRatings: 01865 742 742 www.nielsennetratings.com
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