IAB creates new structure in bid to maintain online growth
Fisher
Australia’s Interactive Advertising Bureau has launched a series of iniatives in a bid to keep the medium’s growth on track despite coming tough economic times.
Paul Fisher, CEO of the IAB, told Mumbrella this afternoon: “Nobody really knows how it’s going to go, but I think we should still be optimistic and be aiming for 20% over the year.” However, he conceded that when the figures come out for the last quarter of 2008 in the next few days they may show a slowdown.
His comments come against a backdrop in which several of Australia’s large portals are understood to have been struggling to sell their inventory for February.
But Fisher said there was a mixed picture, although it was true that bookings were being made on a more short term basis.
One of the key moves announced by the IAB today is the creation of three new industry councils, covering research; standards and guidelines; and measurement. The model is based on similar councils run by the IABs in the UK and Australia. They will be chaired by Fisher.
He said: “Extensive market research by in the past six months has revealed the need and desire for clarity around audience measurement, more local research and case studies to support online advertising, clearly established and agreed standards and guidelines, and more education and training for all.”
The IAB also announced that Tim Johnson, from Multi Channel Network, has been re-elected to the rotating IAB board seat.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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