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BizReport : Advertising archives : November 30, 2006

IAB Promotes Benefits of Online Advertising

The IAB has gathered the opinions of marketing executives from almost 500 brand marketers to find out what they thought was most compelling about online advertising.

by Helen Leggatt

The data gathering was part of the IAB’s “Media More Engaging” campaign which is aimed at promoting the benefits of online advertising. Online budgets remain small at just under 6% of total ad spending.

Online’s ability to reach the target audience, engage them and measure the effectiveness of the ads are the IAB’s key focuses of the campaign. It will be rolled out via online and print versions of magazines like AdWeek and Advertising Age.

The campaign invites professionals to visit a microsite designed to provide marketers and agencies with an interactive advertising primer across all platforms including digital video, display, email, gaming, lead generation, local, mobile, search and others.

“Our goal in developing an overarching positioning and theme for the Interactive advertising industry was to find a way to communicate all the diverse capabilities and benefits of Interactive under one umbrella,” said IAB general manager Sheryl Draizen. “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.”

Online advertising is projected to rise to 8.9 percent of total ad spend by 2010, compared with the 5.7 percent in 2006.

Tags: advertising spending, budgets, online advertising

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  • While it's good that they're promoting this, I think that the growth will come either way.

    But it is important for advertisers to see the power and targeted way that a company can reach people on the Internet.

    And as you said, the ability to measure results is far greater on the Internet than any other medium at this time.



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