IAB Informer Interactive Advertising Bureau

2007 YEAR IN REVIEW

 

INTERACTIVE ADVERTISING BUREAU:
A LOOK BACK AT THE HIGHLIGHTS OF 2007

Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents more than 300 of the leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86 percent of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing 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 evaluates and recommends standards and practices, fields interactive effectiveness research, and educates marketers, agencies, and media companies, as well as the wider business community, about the value of interactive advertising.

In 2007, the IAB helped lead and coordinate the interactive industry's efforts across a number of dimensions, and we outline here a few of the year's highlights. To learn more about what the IAB has been doing, please visit www.iab.net.

IAB Core Objective: Fend off adverse legislation and regulation

  • Opened an IAB office in Washington, D.C., to coordinate regulatory matters, legislative affairs, and public policy initiatives
  • Helped influence Congress to pass spyware legislation that increased consumer protections while preserving public access to free online content and services. Averted legislation that would hinder Internet commerce and the free exchange of information online
  • Addressed FTC Town Hall meeting on behavioral targeting and privacy, staking out our strong position that interactive advertising funds free content and services for consumers
 

IAB Core Objective: Coalesce around market-making measurement guidelines and creative standards

  • Issued an open letter to leading measurement companies, comScore and Nielsen//NetRatings, asking them to undergo audits of their methodologies, which resulted in both organizations committing to and commencing full MRC audits
  • Released impression measurement guidelines for Rich Internet Applications which determine at what point an ad impression is counted in rich internet application environments such as AJAX and J/SON
  • Released impression measurement guidelines for the counting of Rich Media Ads
  • Accelerated work with the Audience Measurement Working Group to develop guidelines that define "uniques" and "time spent"
  • Furthered the development of Click Measurement Guidelines
 

IAB Core Objective: Create common ground with customers to reduce costly friction in the supply chain

  • The IAB, together with the American Association of Advertising Agencies(AAAA), hosted an IAB/AAAA summit with senior leaders of media companies and advertising agencies to resolve impression measurement discrepancies as well as develop a broader supply chain agenda, which includes the launch of the IAB — AAAA Impressions Task Force
  • Initiated research with the Media Rating Council to determine the cause of discrepancies in the counting of ad impressions
  • Released the On-Time Delivery Toolkit for interactive media consisting of:
    • Creative Delivery Best Practices document - designed for use by marketers, agencies, and publishers to improve internal processes
    • Creative Specs Database, the industry's first centralized online database of ad unit specs
  • Released Billing Methods Best Practices aimed at significantly decreasing the operational inefficiencies surrounding billing and discrepancy resolution processes
 

IAB Core Objective: Share best practices that foster industry-wide growth

  • Released "The Marketer & Agency Guide to Lead Quality" which reviews the definition and aspects of Internet lead quality, as well as lead quality's impact on advertisers' marketing strategies
  • Released "Lead Generation Data Transfer Best Practices," designed to educate both advertisers and publishers on security and operational best practices
  • Released the "Email Campaign Performance Metrics Definitions" intended to improve the management of email campaigns and improve the quality and consistency of measurement
  • Released the "Game Advertising Platform Status Report," the first in a series of papers about the state of emerging and existing platforms
  • Launched a new Professional Development series including "Interactive 101" and "Big Ideas from Transaction to Transformation"
  • Sold out the third annual MIXX Awards, showcasing interactive excellence in both creativity and effectiveness
  • Initiated monthly "Leadership Luncheon" series. Forums that bring industry innovators together with members, marketers, and agencies to explore business-leading opportunities
  • Formed the first Sales Council focused on sharing best practices on sales techniques and the recruitment and retention of sales professionals
  • Formed the first User Generated Content Committee
  • Launched IAB.networking events held monthly in different cities for member companies' employees
  • Hosted a Global Summit in Brussels to share best practices from around the world
  • Held the first "Audience Measurement Leadership Forum," sold-out event highlighting emerging practices in advanced measurement and analytics
 

IAB Core Objective: Generate industry-wide research and thought leadership that's divorced from corporate self-interest

  • Broke attendance and publicity records for the IAB MIXX Conference and Expo, dedicated to fostering marketing and interactive excellence, the Official Interactive Conference of Advertising Week 2007, which this year focused on "Innovation in Interactive," and spotlighted the value that derives from the "MIXX" of Content + Strategy + Channel.
  • Held IAB's Leadership Forums on Performance Marketing, Digital Video, User-Generated Content, each of which achieved record attendance from marketers, agencies and media companies, and featured influential leaders - and sold-out audiences - in Chicago and New York
  • Released the IAB Internet Advertising Revenue Report, in collaboration with PricewaterhouseCoopers, demonstrating record-setting interactive revenues at each quarter of the year and generating intense press coverage of the industry's successes
  • Launched a full redesign of the iab.net to position the IAB as the central resource for education and thought leadership in the interactive industry
  • Increased dramatically mentions of the IAB and interactive industry in the trade and general press, in publications including The New York Times, Wall Street Journal, Business Week, Advertising Age, Adweek Magazines, Click Z, Forbes.com
  • Launched the "IAB's Interactive Boot Camp for Senior Marketers" focused on educating CMOs and senior buyers on the opportunities and advantages of interactive media. Includes focused, member-driven educational modules on existing and emerging platforms
  • Held 33 Innovator Roundtable Dinners in 9 cities with senior marketers, agencies and media companies
  • Launched the IAB.networking series of social-networking events for members
  • IAB completed its senior management team with the addition of Patrick Dolan, Senior Vice President and Chief Administrative Officer; David Doty, Senior Vice President, Thought Leadership & Marketing; and Sherrill Mane, Senior Vice President, Industry Services.
 

IAB Core Objective: Create countervailing force to balance power of other media, marketing, and agency trade groups

  • Released "Marketing-Media Ecosystem 2010," groundbreaking research on the evolution of the cross-industry value chain, as a collaboration among the IAB, the AAAA, the Association of National Advertisers(ANA), and Booz Allen Hamilton
  • Took the lead in elevating impressions counting and discrepancies to the top of the joint IAB-AAAA's agenda
  • Continued to work closely with the AAAA on the E-Business for Media initiative
  • Hosted an Ad Operations Agency day with counterparts from the agencies and media companies to discuss ways to improve the buying and selling process
  • Created a Research Advisory Council to lead cross-industry initiatives in research and audience metrics