IAB plans new programs to embrace wider digital advertising community

Interactive Advertising Bureau says the merging of digital and traditional marketing fundamentals needs a new approach

The Interactive Advertising Bureau (IAB) is embarking on several new program initiatives in a bid to meet the needs of the rapidly expanding and complex digital advertising industry.

The association has outlined a plan to broaden its remit to support the entire digital advertising industry with a host of new initiatives stretching from a new agency advisory board and new councils through to 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,” IAB CEO, Alice Manners, said in a statement.

“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.”

The first cab off the rank is the launch of IAB Australia’s new Agency Advisory Board in March, chaired by GroupM chief investment and intelligence officer, Danny Bass, and featuring senior executives from a range of creative, digital and media agencies. The board will inform IAB’s guidelines work.

IAB has also flagged its intention to broaden its membership base to better reflect the industry. This will be complemented by an industry certification program, as well as several new councils. More details about these are expected in March.

Manners also said IAB plans increased collaboration with other trade associations on a range of activities. One of the first of these is a workshop around Australia’s new Privacy Laws with the Australian Association of National Advertisers (AANA) and the media federation of Australia (MFA) on 25 February.

Related IAB articles

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Comments

Comments are now closed.

Supporting Association

The marketing over the past 2 years of the Vodafone brand has been confused. We have seen some of the worst advertising in the brands his...

Noel

Vodafone on the hunt for new CMO

Read more

This is an extremely insightful article for sure: a perfect case study into the correct way to choose and implement a CRM system so that ...

Aaron Williams

How marketing automation, CRM upgrade is paying engagement dividends for ResMed

Read more

Mr. Rudy has found the right direction to marketing Catch of the Day and paying attention to customer comments and complaints. The simpl...

Desiree Segal

Catch of the Day retailer hooks fresh customer insight with NPS

Read more

True. Australian Marketing, Advertising, News, PR and Sales Fails Big Time due to using old techniques and not adapting to ICT - can be r...

Joe

Marketing must take charge of innovation, says TBWA chairman

Read more

Step 1) Employ your own workforce. Step 2) Show the public network being built. Step 3) Let the public advertise your brand in return f...

Jason

NBN Co creates head of social strategy role

Read more

Sign in