Six months after her appointment, IAB Australia’s CEO Alice Manners today outlined a plan for the Association which will see it broaden its remit to support the entire digital advertising industry and help it provide and demonstrate the benefits of ad funded interactive experiences to all Australians.
Significant initiatives are planned, including the launch of an Agency Advisory Board; the introduction of new Councils; increased collaboration with other trade associations on a range of activities; a broadening of the IAB Membership base to be more reflective of the broader online industry; and the introduction of a new industry certification program.
“We have entered a world where digital innovation is merging with traditional marketing fundamentals to create new approaches, new brand leaders and new models for success so our role as the Association representing the digital industry must also evolve too,” said Alice Manners. “Ultimately our goal is to support and enable the media and marketing industry to ensure that they thrive in the digital economy and we’re confident that our new roadmap will do just that.”
“One of the key areas for IAB Australia will be to continue to define the future of digital advertising,” said Mark Britt, Chairman of the IAB Australia Board and Group CEO of Mi9. “This necessitates a broadening of its purview to ensure publishers, advertisers, agencies, marketers and any company that is involved in the sale of interactive advertising revenue, all have a voice in this process.”
One of the first initiatives will be the launch of IAB Australia’s Agency Advisory Board in March. The Board will be comprised of senior executives from the nation’s leading creative, digital and media agencies and will be chaired by Danny Bass, Chief Investment and Intelligence Officer at GroupM Australia. The Board’s objective will be to spark dialogue among agencies, publishers and marketers which will in turn inform IAB Australia’s Guideline work.
“In recent years the Australian advertising industry and our agencies have been recognized on the global stage for their work in digital advertising, so I’m delighted that IAB Australia has convened this Board to allow us to share our knowledge and experience,” said Danny Bass.
Further details about the Councils and Industry certification program are expected to be announced next month.
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About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
IAB Australia’s board includes representatives of Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, Telstra Media Group, TressCox Lawyers and Yahoo!7. It has four objectives:
- To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
- To deliver the benefits of ad funded interactive experiences to Australians
- To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
- To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers and the press
For further information about IAB Australia please visit: www.iabaustralia.com.au