IAB Informer Archive- June, 2006

Register by June 15th and save $200!

Don’t miss the must-attend event of the year - it's MIXX, the official Interactive Conference, Expo and Awards show of Advertising Week 2006.

MIXX it up with the top marketers, agencies and publishers coming together to address the hot-button issues facing the industry today. Don't miss the engagement tracks… everything you need to know about wireless, broadband, gaming and other emerging platforms. With content written specifically for either publishers or marketer and agency personnel, you will find content tailored just for your needs.

Register now for the Interactive Conference of the year and lock in the early-bird rate by June 15th. Marketers and Agencies attend for free. Click here to see if you

 qualify or register now at www.mixx-expo.com.


To sponsor or exhibit at the official interactive event of Advertising Week 2006, pleasecontact Andrew Q. Kraft at [email protected].


Co-produced by the IAB and Adweek Magazines, the MIXX Awards is the official Interactive awards show of Advertising Week 2006 and the pre-eminent awards show of the Interactive Industry. The MIXX Awards is the only juried competition that recognizes excellence in both creativity and effectiveness in interactive advertising.

Submit your campaign now at www.mixx-awards.com. Deadline is August 4th so submit now.

The coveted MIXX Awards is judged by an all-star panel of highly acclaimed brand marketers who have direct control over some of the largest advertising budgets including the following marketing executives:

“The MIXX Awards represent the gold standard in Interactive advertising and the winners stand as vital examples of how to create successful Interactive campaigns.” said Bob Liodice, president and CEO, Association of National Advertisers. “I am thrilled to be a part of this esteemed panel of judges for this coveted industry award.”

David Adelman – Media Director, Johnson & Johnson
Karen Benezra – Editor, Brandweek
Mary Bermel – Interactive, Brand Advertising, Hewlett-Packard
Deirdre Bigley – VP Worldwide Advertising, IBM
Colleen Cassell – Customer Direct Marketing, Sears Holding Company
Laura Cicchelli – VP of Marketing, Sheraton
Jack Haber – VP, E-Business, Colgate Palmolive
Natasha Householder – Media Director, Ernst & Young
Tim Kopp – VP Global Interactive Marketing, The Coca-Cola Company


Bob Liodice – President and Chief Executive Officer, ANA
Tom Lynch – VP Marketing Integration, ING
Patrick McKenna – Manager, Marketing Communications, BMW of North America, LLC
John Peebles – VP, Marketing, Cendant Car Rental Group
John Raj – VP, Advertising and Emerging Media Platforms, Visa USA
Mark Stephens – Senior Manager, Motorola
Irena Valles – Director, Business Development, Beiersdorf
Sue Zibelli – Manager of Media Services, Novartis


1st Annual ARF Audience Measurement Symposium

The ARF is pleased to announce its 1st Annual Audience Measurement Symposium to be held on June 20 - 21, 2006 at the Millennium Broadway Hotel in New York City.

The mission for this Symposium is to provide fresh and contrasting perspectives to help our industry become comfortable with the alternative new measurement solutions required for our rapidly changing media landscape.

For more information visit: www.thearf.org/conferences/ams2006

Postyour jobs with the IAB and fill all your open positions now!
The IAB is excited to announce the launch of a Job Board. The service, launching June 28th, is available to anyone wishing to post a job in the interactive industry. The job postings will be featured in both the IAB website and in our IAB Smartbrief newsletter. For job description requirements and pricing information, please contact Bambi Kapp.

Rich Media Measurement
The Measurement Task Force and Rich Media Task Force have formed a Rich Media Measurement Working Group that is working together to develop a standard, and draft guidelines around, the counting of a rich media ad impression. Any IAB Member-company who is involved in the serving of rich media advertising should be a part of this working group which will have its second meeting on Tuesday, June 13th from 2-4pm EST. For more information, please contact Erica at [email protected].

Broadband Video Commercial Measurement Guidelines
In a continued effort to lend efficiency to the online ad creation and media buying communities and to foster an environment of open dialogue on outstanding issues and concerns, the IAB’s Broadband Committee and Measurement Task Force have released a set of Broadband Video Commercial Measurement Guidelines. As broadband proliferates, the interactive industry recognizes the importance of delivering a standardized set of measurement guidelines earlier rather than later so that infrastructure development and business practices can be informed at the earliest stage.

These guidelines are intended to further supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. Specifically, broadband video commercial measurement guidelines will determine at what point a broadband video commercial is counted. A “Broadband Video Commercial” is defined as a commercial that may appear before, during, and after a variety of content including streaming video, animation, gaming, and music video content in a player environment. This definition includes Broadband Video Commercials that appear in live, archived, and downloadable streaming content.

These guidelines address on-line browser or browser-equivalent based Internet activity that involves streaming video and audio advertising content and are principally applicable to Internet media companies and ad-serving organizations.

For more information and to download a copy of the guidelines, please contact Erica at [email protected].

Who’s on your site? Who’s really visiting your web site? How are your customers using your site? How much of your traffic is really from your customers vs. non-human agents?

The IAB/ABCe International Spiders & Bots List is the most comprehensive public list of non-human user agents in the world. Updated monthly by some of the largest publishers and most experienced web-audit experts, this list is necessary for accurately filtering your advertising and web server logs. Without it, you will never know who is real and who is not.

How do your advertisers pay?
Subscribing to The Media Credit System will enable your finance and collections department to do its job effectively. MCS tracks payment histories of over 8,000 advertisers and agencies (by billing address) and gives you the right data to make strategic sales, credit and collections decisions. Join our list of current subscribers (including AOL, Google, MSN and Yahoo, to name a few) as well as our newest member, Weatherbug, who currently account for over 75% of all online revenue. How can you afford NOT to subscribe?

The AdEx (Advertising Expenditure Service) initiative is currently signing up its first wave of participants. Major publishers have signed on in support of the improved competitive analysis data that AdEx will provide both buyers and sellers of online advertising. By reporting actual delivered impressions and estimated revenue based on rate cards for publishers and advertisers, AdEx will be the most reliable and credible source of online activity available. Contact Leo Scullin ([email protected]) immediately.

The IAB Research Council is developing a system of nomenclature for the grouping and competitive reporting of web sites by the online industry measurement services. Through the Research Council’s Nomenclature Arbitration Committee, a new classification system has been developed and will be communicated out to the IAB members and online industry over the next few months. Implementation for this new classification system is targeted for early 2007. For more information contact Andy Fessel ([email protected]).


We extend a hearty welcome to the IAB's new members:

Batanga - www.batanga.com
Blackfoot, Inc. - www.blackfootinc.com
Critical Mass - www.criticalmass.com

IMPAQT - www.impaqt.com
NewsStand Inc. - www.newsstand.com

Committee Feature

IAB Hispanic Committee
The IAB Hispanic Committee has been very active with their efforts in 2006. Chaired by Peter Blacker, Telemundo, the committee is working on a targeted campaign to media buyers to drive Hispanic marketing dollars online. In addition to that, an evangelism deck is being updated to highlight current Hispanic spending and user behavior data for agencies and marketers.

"The IAB Hispanic Committee is a vibrant group of industry leaders who have worked closely over the past two years to grow overall awareness of the US Hispanic Online Market," said Peter Blacker. "This year with penetration of broadband exceeding 50% in USH households and a growing interest of marketers to reach the largest US minority, our committee has focused on research and best practices to share with the industry. 2006 is sure to be another year of major growth for our industry!"

The committee is also working on exploring research initiatives to showcase the efficacy of reaching the Hispanic marketing online.

Also seated on the committee are:

Tom Arrix, Univision Online
Michele Azan, Terra Networks USA
Manish Bhatia, Nielsen//NetRatings
Elicia Brand, Advertising.com
Dan Campbell, InsightExpress
Sarah Carberry, Google
Adam Chandler, Yahoo!
Irma Gonzalez Clark, Millward Brown
Jorge Consuegra, Yahoo!
Michael DeGennaro, MSN
Jack Flanagan, comScore
Jose Rivera Font, Yahoo!
Natasha Funk, Terra Networks USA
Tania Garcia, MSN
Michael Iantosca, MSN
Claudio Lombardo, Eyeblaster
Mark Lopez, AOL

Troy McConnell, Batanga
Jed Meyer, Nielsen//NetRatings
Manny Miravete, AOL
Dan Murphy, Univision Online
Juan Jose Nunez, StarMedia
Matias Perel, LATINTHRE3
Jeff Peterson, QuePasa.com
Jonathan Ragals, 360i
Alejandro Rodriguez, StarMedia
Megan Rome, InsightExpress
Liz Sarachek Blacker, One Economy
Ann Sestero, MSN
Ceril Shagrin, Univision Online
Brian Terr, Edmunds.com
Blair Vincent, Verizon Superpages
Lauren Weinberg, Advertising.com
Dave Williams, 360i

Member Spotlights

Lightningcast recently made news in the advertising world when they announced AOL’s acquisition of their company to amp up AOL’s broadband video network. With the acquisition, AOL-owned Advertising.com’s newly launched pre-roll video network and Lightningcast-owned InStream’s video advertising network will merge and operate under the InStream name.

Founded in 1999, Lightningcast has developed the market leading software platform for broadband marketing and advertising. The “Lightningcast System” is an advanced revenue generation engine that helps broadband content owners and distributors manage and deliver targeted, audited audio and video advertising into audio and video content. Its products are being used by new-parent AOL, Microsoft, Disney, Scripps Networks, MTV and others.

Since being acquired by AOL, Lightningcast will continue its current operations and will work as a subsidiary of AOL’s Advertising.com. Lightningcast and its 34 employees will continue to be based in Washington DC.



In addition to their two networks, Booyah Agency and Booyah Broadcasting Group, Booyah is gearing up to start a new division, a self-service platform that will allow advertisers to bid on available broadband ad slot inventory across the Booyah network.

Michael Shehan, CEO of Booyah Networks said of the new service, “We took all the great things about search: competitive platform, self-service platform, real-time optimization and real-time stats, and brought it over to the broadband video commercial side.”

The new service should be announced at the end of June.

NewsStand Inc is currently moving forward in a few new areas.  NewsStand recently created a new division, called LibreDigital.  LibreDigital was created about six months ago and serves book publishers with their scanning/searching needs. 

NewsStand is also delving into the advertising area.  They are now hosting small advertisements on the right and left sides of their site in order to drive more traffic. 

Michele Chaboudy, CMO and GM Digital Publications, said of the new advertising venture, “The advertising venture is now on our website.  And this week we’ll be launching a banner ad at the top center of our page, which will sit now with advertisements down the sides as well.”

These ads will be located in their digital publications as well.



Upcoming Meetings: Committee, Council & Task Force

Congratulations to our members named 2006 Women to Watch! Each year for the past 10, Ad Age has published a special report on the women in advertising, marketing and media whose accomplishments and potential have made them standouts. The honorees are recognized for having played significant roles in defining the future of their fields.

Antoinette Zel

Colleen DeCourcy


Judy Barry
The Wall Street


Debbie Reichig
Court TV