IAB ANNOUNCES TERMINOLOGY CHANGE: "STREAMING MEDIA" BECOMES "INTERACTIVE BROADCASTING" TO FOSTER GREATER APPEAL TO ADVERTISERS
79% of advertising professionals support the change, which will be announced at the Interactive Advertising Forum at Streaming Media East 2002, a full-day event hosted by the IAB.
New York, NY - October 1, 2002 - As the industry continues to explore ways to drive greater brand impact via interactive channels, Interactive Broadcasting, the delivery of streamed advertising messages is a channel growing in importance. In conjunction with Streaming Media East, the Interactive Advertising Bureau, the leading voice of the interactive advertising and marketing industry, will present a full day agenda on October 1, designed to introduce media buyers, creative directors and advertisers to the opportunities available with Interactive Broadcasting and how it can simplify integrated campaigns by allowing creative consistency in online and offline media.
In IAB-conducted research among over 500 executives, 70% of whom work for ad agencies with primary responsibility in the media buying, planning and supervisory categories, 79% agreed that changing the terminology for Streaming Media to Interactive Broadcasting was a good or very good idea in order to distinguish between offline and online advertising and clearly define the evolving medium.
"One of the IAB's more important missions is to be ahead of the curve as our medium grows and evolves," said IAB President & CEO, Greg Stuart. "In re-branding streaming media to the more inclusive, and accurate Interactive Broadcasting, our intent is twofold; first, it recognizes the growing importance of the category as a very viable option for advertisers and agencies, and second, the terminology is more consistent with the way in which media is bought, immediately defining exactly what streaming ads are to agencies and advertisers. Our intent is to take the category out of the back room and make it a mainstream option for advertisers as well as publishers."
The Interactive Advertising Forum at Streaming Media East is a full-day agenda hosted by the IAB and entitled "Branding Meets Action through Interactive Broadcasting: A Primer on Streaming Ads for Media Buyers and Advertisers." The program is designed to introduce advertisers and media buyers to new ways of lifting campaign results by integrating interactive broadcast advertising.
Sessions will cover the state of Interactive Broadcast advertising to date, a 360-degree examination of the industry by all its constituents (media buying, creative, publishers and technology partners), and candid discussions of what the platform does well, and where it needs to continue evolving. Participating in roundtable discussions are executives from CNN, Disney, FCBi, The FeedRoom, helloNetwork, Lightningcast, Microsoft, RealNetworks, Yahoo!, Zenith Media and others. Also on the agenda are research presentations from Gartner G2, Jupiter Media, Arbitron Webcast Services and Edison Media Research, as well as case studies on advertisers such as Warner Brothers, HBO, Diet Coke and Ford.
About the IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading interactive advertising association and represents companies responsible for selling over 75% of online advertising in the United States, including; AOL, CNET, MSN, Overture Services, Walt Disney Internet Group, Yahoo, and 100 others. Its activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the interactive medium and educating the advertising industry about the use of interactive advertising. Membership includes companies that are actively engaged in, and support the sale of interactive advertising.
Marla Nitke IAB