Wednesday, April 16, 2008
"User-Generated Content and Social Media Advertising Overview" Released by the IAB

A Road Map for Reaching the Online Consumer in the Digital Ecosystem

NEW YORK, NEW YORK (April 16, 2008)—The Interactive Advertising Bureau (IAB) today announced the release of “User-Generated Content and Social Media Advertising Overview,” a milestone document that helps marketers, agencies and publishers better understand how these platforms have fundamentally altered the digital experience for consumers and advertisers. The report defines UGC and social media, provides a detailed overview of the latest advertising opportunities, and details case studies of campaigns that have successfully utilized UGC and social media.

“User-generated content and social media are among the most innovative and tangible ways digital media have transformed the advertising experience for consumers and marketers,” said Randall Rothenberg, President and CEO of the Interactive Advertising Bureau. “This report describes opportunities for marketers to marshal the enhanced level of consumer engagement now that online audiences have taken the driver’s seat, acting as both consumers and creators of content.”

“This tremendous effort on the part of the IAB’s UGC & Social Media Committee has created a comprehensive resource for marketers, agencies and publishers on this revolutionary interactive platform,” said Heidi Browning, Senior Vice President, Client Solutions, FOX Interactive Media and Co-Chair of the IAB UGC Committee. “UGC and social media together are fundamentally altering how consumers interact with content, brands and each other. ”

On June 2, the IAB will host a Leadership Forum on User-Generated Content and Social Media in New York City, where industry leaders, including marketers and agencies, will explore the opportunities and innovations of this dynamic environment.

To download “User Generated Content and Social Media Advertising Overview,” and for more information about the IAB’s upcoming Leadership Forum, please visit

About the IAB’s UGC & Social Media Committee

The User-Generated Content & Social Media Committee is dedicated to helping develop and expand the user-generated content and social networking space as viable and effective advertising platforms. They have been instrumental in shaping this report and will continue to help educate the marketplace on the strength of this interactive channel.

About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

IAB Media Contact:
Marla Aaron
Director, Marketing Communications
[email protected]