IAB expands communications to keep pace with growth

by Daniel Farey-Jones,, Brand Republic 05-Nov-04, 08:00

LONDON – The Interactive Advertising Bureau is expanding its communications programme and has commissioned a new corporate identity and marketing support.

The IAB is attempting to grow internet advertising spend by promoting the online medium. It has focused on five themes -- marketing, research, standards, public affairs and training and development -- which it covers with communications activity from online and print publishing to conferences.

This month it will release the first of a series of monthly e-booklets and magazines focusing on a range of topics affecting businesses advertising online. It has also invited Brand Republic readers to send in questions to be answered in a webchat on Thursday November 11 at 2pm.

Due to the increase in work, the IAB has commissioned Neoco to unify the IAB brand identity across its activities. The new identity will include families of logos to be used by companies in the new-media industry.

In addition, Neoco will create microsites and specialist online publications that help teach marketers how online advertising works. It will provide exhibition stands for the IAB's expanding conference and events programme.

Danny Meadows-Klue, the IAB's chief executive, said: "The work of the IAB has accelerated as online advertising reached its tipping point. We're running more than 50 conferences a year now and we need flexible partners that can deliver at the pace of this industry. We chose Neoco because of its ability to manage design projects across media channels."

Meadows-Klue will answer questions in next week's webchat, which the IAB says will cover what is driving the growth of online advertising, the ways that advertisers are reaching their target audiences and how it is all measured.

The last internet ad revenue report from the IAB and PriceWaterhouseCoopers shows that online advertising revenue grew 76% from the second half of 2003 to the first half of 2004.

Questions can be submitted ahead of the webcast by emailing questions@webchats.tv

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