IAB Elects New Board of Directors and Executive Committee
Forbes.com, President & CEO, Jim Spanfeller Named as IAB Chairman
2006 IAB Executive Committee:
Jim Spanfeller, Forbes.com - Chairman
Steve Wadsworth, Walt Disney Internet Group - Chairman Emeritus
Shelby Bonnie, CNET Networks
David Moore, 24/7 Real Media
Tim Armstrong, Google
Michael Barrett, AOL Media Networks
Joanne Bradford, MSN
Wenda Harris Millard, Yahoo!
Martin Nisenholtz, New York Times Digital
Greg Stuart, IAB – President
Rich LeFurgy, Archer Advisors – Founding Chairman
The Year Ahead :
2005 was a year of incredible growth for the online advertising industry. We achieved new record quarterly revenue of $3.1 Billion for Q3 ’05, a 34% increase over the same quarter in 2004. And there is more good news predicted with the annual revenue run rate for 2005 potentially exceeding $12 billion. This is double where the industry was in 2002, when the IAB Board refocused and reorganized its efforts with a new and improved IAB.
The IAB has helped drive this growth by leveraging our resources to launch an impressive number of Advertising-industry firsts, world changing research, critical initiatives and events all focused on establishing the now very positive selling environment for Interactive.
The IAB will focus on efforts that help grow IAB member revenues and we will continue our strong efforts to protect the industry from the potential threats and challenges we may face from congress, software makers that include ad blockers and even consumers.
As we move into 2006 we will shift our educational efforts from the “why” of Interactive advertising to the "how". We will also further explore Interactive business opportunities for our members that extend beyond the internet into games, wireless, iTV and other emerging platforms as we begin to create viable marketplaces for the next generation of Interactive Media.
Some of the 2005 initiatives will continue into 2006, but we also have very specific direction from the IAB Board on many other projects that we will drive throughout the year. All are focused on helping our members continue to build revenue and solidify Interactive as a mainstream, must-have medium in the advertising world.
Below is a snapshot of some of the exciting projects the IAB has slated for 2006.
As mentioned, we will continue with the phenomenally successful Cross Media Optimization Study (XMO$ II) with VW, Motorola and Phillips Norelco already in the field. We will conduct member-only training for your sales teams around this data and provide these teams with sales materials that they can use to further prove the benefits of online. We anticipate a mid-year 2006 launch.
In addition to XMOS Research, the Local: Classified, Directories and Search Committee spearheaded industry research that articulated the value of local classifieds, directories and search in a number of verticals including recruitment, real estate, hospitality and automotive. The committee will package and present these findings to marketers and agencies throughout 2006.
Public Policy will be a major priority for the IAB and the industry at large for 2006. Our goal is to significantly enhance IAB’s presence with federal/state government officials and educate key policy makers about the IAB and the interactive industry. Together with a soon-to-be-created Public Policy task force we will lead initiatives to combat real threats to the health of the industry.
Together, with the Cookie Management Task Force, we are already addressing issues relating to cookie deletion and working on ways to mitigate the implications of ad blocking. The Cookie Lifespan study will provide clarity to IAB & ARF member companies on the magnitude of the cookie deletion trend. If you want to participate in the Cookie Lifespan study, it only takes one hour to set up and we will confidentially give you specific information on the rate of cookie deletion on your site.
We are also developing a legal white paper for IAB members to use in changing your Terms of Service, as possible protection against desktop actions that impact your pages when they load.
Scheduled to launch Q2 of 2006, is a new Interactive Branding Campaign will continue to drive home the value proposition of interactive. The campaign will include an integrated communications plan including advertising, public relations, research and events.
An important initiative supported by the IAB Board is the engagement of the CMOs and Media Directors at the top marketers and agencies. This program will include presenting a Marketer centric presentation in-house to a number of top major marketers and an Advertising centric presentation in-house to many of the top media planning/buying organizations. This program will solidify strong relationships with key revenue drivers in the industry and pave the way for IAB members to leverage these relationships to further impact their own businesses. These meetings will also allow the IAB to collect data to help the industry better understand how to serve the needs of these key decision makers going forward.
The IAB, together with the Rich Media Task Force and Broadband Committee, will continue to drive measurement guidelines for both Rich Media and Broadband respectively. The Broadband Video Commercial Measurement Guidelines will address how to count and track a broadband video commercial. These guidelines, especially when used in the auditing and certification process, will help publishers address the current discrepancies that lead to billing and reporting problems.
Who's who at the IAB
In order for the IAB to continue to meet our diverse membership we have made some changes internally.
Sheryl Draizen has been named Senior Vice President, General Manager.
With an increasingly elusive customer base and higher standards of accountability, marketers must find ways to optimize their performance marketing through the use of search, email, lead generation, behavioral targeting, viral, affiliated programs and emerging media.
IAB’s one day event, Performance Marketing Optimization, will provide specific, tangible strategies that will guide attendees through customer acquisition, sales conversion, measurement and accountability. This will be an exciting event with leading industry executives who have spent an interactive "lifetime" focused on processes to meet and exceed the challenges you face. You will leave with a greater understanding of the art and science of interactive and greater knowledge on how to achieve higher conversion rates and ultimately better ROI.
For sponsorship opportunities, contact [email protected]
IAB’s Lead Generation Committee Actively at Work
The Lead Generation Committee is co-chaired by Gayle Guzzardo, Q Interactive and Mark Zahar, Prospectiv. The committee is laser focused on defining best practices guidelines that ensure quality leads and improve conversion as well as educating marketers on lead generation as a cost-effective vehicle in driving high-quality customers.
“New lead generation techniques are transforming Internet marketing,” notes Gayle Guzzardo, Lead Generation co-chair. “The IAB’s leadership is essential to coordinate the industry and establish standards that both protect consumers’ personal information and the medium’s growth.”
Committee, Council & Task Force Meetings
Greetings, Congratulations and Kudos to:
The IAB's New Members.
Google, Tim Armstrong, who was inducted into AAF’s Hall of Achievement for executives under 40. And that is no small achievement!
Joanne Bradford, MSN promoted to the position of corporate VP of Global Sales and Trade Marketing and Chief Media Revenue Officer for Microsoft. Bradford was most recently VP and Chief Media Revenue Office for MSN
Wenda Harris Millard, Yahoo!, on receiving The Advertising Person of the Year/2006 AAF Silver Medal Award.
Eric Matza, Q Interactive, as the new IAB Email Guidelines sub-committee Chair
David Bake, Agency.com as the new IAB Email Evangelism sub-committee Chair
Manish Bhatia, Nielsen NetRatings as Associate Board Chair
Yahoo! Named Ad Age’s Online Media Seller of the Year.