May 2009
The Interactive Advertising Bureau (IAB) has held its first meeting of the Re-Imagining Interactive Advertising Task Force, comprised of top online publishers, media agencies and, for the first time, creative officers from America’s leading advertising agencies.
The new task force’s objective is to develop a comprehensive roadmap for the next stages in the evolution of interactive advertising to ensure that ad formats meet the growing business and creative needs of advertisers, agencies and publishers.
“We believe we can make interactive advertising far more hospitable to the craft and practice of persuasion by putting creativity front and center in the development of advertising standards,” said Randall Rothenberg, president and CEO of the IAB.
“By bringing creative agency leaders into the discussion of the standards, we highlight our industry-wide mission to showcase brands and engaging consumers in meaningful ways.”
It is a historic change for the industry to include advertising agency creative executives in the process of developing ad standards. In 2002, IAB issued the first Universal Ad Package comprised of four ad standards and has subsequently added 14 supplemental standard ad units to the total as the online space has evolved.
IAB reviews these units annually and makes adjustments based on marketplace data obtained from IAB member companies and syndicated research firms. This year’s decision to bring the industry’s creative and media thought leaders together adds a broader perspective as the IAB examines the current state of interactive advertising and determines whether new approaches need to be recommended to the marketplace.
“It’s great that the IAB is putting creative front and center through its Re-imagining Interactive Advertising Task Force,” said Brian DiLorenzo, Director of Integrated Production, BBDO North America.
“Regardless of form or platform, in the end, it’s all about creating compelling content that engages consumers and rewards them for spending time with our clients’ brands.”
“The 4A’s and our members look forward to working with the IAB on this mission-critical effort to accommodate creativity in online advertising,” said Nancy Hill, president and CEO of the American Association of Advertising Agencies (4A’s).
“As an industry we’ve proven how interactive advertising can build brands and with the constantly evolving technologies at our fingertips it is in our best interests to develop ad units that showcase great work and can be scaled and delivered seamlessly to consumers. Together, this group can make that happen.”
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