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IAB campaign spells out interactive benefits
The Interactive Advertising Bureau (IAB) has launched a new branding campaign aimed at demonstrating the power of online advertising.Developed by emerging media firm Brand New World, the campaign features the strapline "Media More Engaging" and will spell out the advantages that the interactive medium offers.
These include the brand immersion possible with interactive marketing, as well as the ability for advertisers to monitor the effectiveness of their ad spend.
It will initially be shown in online and print versions of advertising trade publications and then move to other locations such as IAB member sites.
"Only Interactive Advertising lets you target and create a dialogue with the audience that matters to your brand," the microsite points out. It adds that "consumers have usurped control over their media consumption – they want it when they want it, where they want it and how they want it."
It also highlights the huge amounts that advertisers are beginning to spend on web-based campaigns.
The IAB's general manager, Sheryl Draizen, said: "As marketers continue to embrace and allocate additional dollars to all forms of interactive, it is important that we clearly articulate and showcase the true power of the medium."
Luntz, Maslansky Strategic Research interviewed almost 500 brand advertisers to compile data for the campaign.
Online Advertising news posted on 04 December 2006
