Thursday, August 28, 1997

Here's the August issue of the IAB Review, offering the latest news on the Internet Advertising Bureau's activities and events.

This issue features:
September Focuses on Research
International Committee to Announce European Organizing Committee
Fall General Meeting Agenda
Leadership Dinner Features Mary Modahl
Elections -- Call for Nominations
IATC Joins Technology Committee
Membership Mailing Lists Available

In just a few weeks the IAB will be announcing the results of its landmark Online Advertising Effectiveness Study conducted by Millward Brown Interactive, a division of Millward Brown & Associates. The study was implemented to explore the relationship between click through and advertising effectiveness. The goals of this study are to determine the impact of online advertising, to assist marketers in making online campaigns more effective and to convince fence-sitting advertisers that this medium is a powerful communications vehicle.

The IAB also will be releasing the Q2 figures from the Internet Advertising Revenue Reporting Program prepared by Coopers & Lybrand. The Q2 numbers will give a clearer sense whether the industry will reach $700 million this year -- a number projected by many survey participants.

All member companies will receive copies of these reports. For additional information, please contact Andrew Lokko at 212-704-8280.

The IAB's International Committee is gearing up for a busy fall season. Under the direction of board member Gina Garrubbo, the 28-member committee is working to accomplish its mission of facilitating the exchange of information and knowledge about Internet advertising around the world.

To achieve this goal, the International Committee has initiated several activities: 1) assembling a European Organizing Committee; 2) sponsoring an International Dinner in London in October; and 3) hosting international delegates at the IAB's Fall Meeting.

The International Committee will formally introduce the European Organizing Committee at a special dinner Thursday, October 23 at London's Park Lane Hotel. The evening will include an overview of the IAB, presentation of global advertising case histories and an audience discussion. The organizing committee will set the direction for the development of IAB Europe.

Continuing to promote the IAB's global presence, the International Committee will host the European delegation at the IAB General Meeting held in December. In a special presentation, members will hear first-hand the accomplishments of the European Organizing Committee. Members also will have an opportunity to talk with delegates about European industry activities.

If you are interested in participating on the International Committee or would like to attend the October dinner, contact Andrew Lokko at 212-704-8280.

The IAB's Third General Meeting is scheduled for December 11 at Internet World at New York's Jacob Javits Center. This year's meeting offers two dynamic panels: "Making the Deal," exploring the "ins" and "outs" of closing the big strategic development deal and "Madison Avenue Speaks!" a discussion among advertising's biggest spenders about the future of the Internet. The day-long meeting will also include board of director's elections (see BOARD ELECTIONS), a keynote luncheon, activities updates and an open discussion among members.

In order to attend, members need to complete and return registration materials by December 1. In addition, members are entitled to an exclusive 20% discount on Internet World registration. More details will be announced in the coming weeks.

Companies interested in sponsorship opportunities at the IAB's Fall General Meeting should contact RoseAnn Ciarlante at (212) 704-8273.

The Fall General Meeting will kick-off with the IAB's Second Leadership Dinner on December 10. Featured speaker Mary Modahl, New Media Research Group Director at Forrester Research, will address web advertising best practices.

Mary leads Forrester's research into the impact of technology on consumer-related businesses. Currently she is focusing on how publishing, retailing, advertising, financial services, and entertainment will be affected by an influx of digital technologies. The results of her research have appeared in The Wall Street Journal, The New York Times, Fortune, and Forbes.

Registration for this valuable networking event will begin on October 15. Details on location and registration fees will be announced next month. Additionally, sponsorship opportunities are available. For more information please contact RoseAnn Ciarlante at (212) 704-8273.

Each December, the IAB membership elects new directors. This year seven of the 15 board seats are up for reelection.

Directors are actively engaged in setting strategic direction for the organization, defining IAB policies and procedures and functioning as IAB spokespeople. Each board member also oversees a committee or a special initiative.

Directors serve two-year terms and must be available for regular meetings and conference calls. Companies also must be in good standing with the association.

If you would like to nominate your company, please submit a one-page nomination letter on company letterhead and address it to IAB Members. Send the letter to RoseAnn Ciarlante at IAB, 1500 Broadway, 25th Floor, New York, NY 10036. All letters must be postmarked by Wednesday, October 15.

Here is a list of the current IAB Board of Directors. An * by a
board member's name indicates their term expires this year.

*CNET: The Computer Network, Kate Everett-Thorp (Secretary)
ESPN/ABC Internet Ventures -- Rich LeFurgy (Chairman)
Firefly Networks -- Nick Grouf
Infoseek -- Beth Haggerty
Juno Online Services, L.P. -- Bob Cherins
*PC-Meter L.P. -- Mary Ann Packo
*Prodigy -- Paul Lewis
Softbank Interactive Marketing -- Ted West
*Sony Online Ventures -- Scott Schiller (Vice Chairman)
The Microsoft Network -- Steve Goldberg
Time Inc New Media -- Linda McCutcheon Conneally
*Turner Interactive Marketing & Sales -- Richy Glassberg
*Wired Digital -- Rick Boyce
*Women's Wire/Wire Networks -- Gina Garrubbo
@Home Network -- Susan Bratton

Recently the IAB Technology Committee expanded its scope by welcoming the Internet Advertising Technology Council (IATC) to its ranks. The council was established by Accipiter, Bellcore, Focalink, Realmedia and W3 to develop an industry wide standard for ad serving reports. The expanded committee will continue its efforts to help members understand how emerging technology platforms will affect Internet advertising.

Currently, the group is working on a proposed reporting standard that will allow agencies and their clients to analyze campaigns across different web sites managed by different ad management solutions companies. If you are interested in joining the IAB's Technology Committee, please contact board member Steve Goldberg via e-mail at [email protected].

The IAB Membership List is now available for member use. For a discounted rate of $100 for the 200+ membership list, you will receive labels for the "one-time, one-use" basis. Also available for $150 is the IAB Industry List of nearly 1,600 executives involved in Internet advertising.

Additionally, the IAB will make these lists available to nonmembers. All requests for lists will be reviewed on an individual basis to ensure that the information being mailed to members is appropriate, timely and useful.

To place an order, call Laurie Haspel (212) 704-4475.

The IAB encourages the active participation of all its members. If you have any comments or suggestions about current or future IAB events and programs, we'd like to know.


Marla Nitke IAB
[email protected]