NZ Interactive Advertising Bureau Launched
Launch of the NZ Interactive Advertising Bureau Association
New Zealand’s online publishing and platform community today announced the launch of the Interactive Advertising Bureau (IAB NZ) Association. The IAB is an international affiliate organisation in over 20 countries which has led the drive for marketing online worldwide.
The vision of the new IAB NZ is ‘to foster world-leading standards and creativity by developing, innovating, educating and growing the interactive advertising industry in New Zealand.’
Josh Borthwick, TVNZ Interactive Sales Manager and interim Chairman of IAB NZ announced: ‘IAB NZ will further drive the development of interactive advertising and marketing nationwide through leadership, focus and by being the first point of call for advice, training and support. In overseas markets such as the USA and UK, IAB has been at the forefront of the take-up of interactive advertising.’
IAB NZ’s vision is supported by strong goals in the following key areas:
Marketing of interactive media …………promoting interactive advertising
Developing powerful standards …………raising profitability by tackling barriers and reducing costs, and self regulating the protection of interactive media users
Producing powerful research …………proving the effectiveness of interactive advertising to advertisers, agencies, marketers and the public of New Zealand
Providing environments for members to network …………allowing them to engage in open discussion, learn and advance better understanding of the responsibilities and duties imposed by relevant Acts and regulations; and to expand the breadth and depth of IAB NZ membership while increasing direct value to members
Educating the markets about the medium (events) …………persuasion: training marketers how to use new media
Effective government affairs and external representation …………protecting the freedom to advertise on interactive platforms
Borthwick reports ‘IAB NZ has major enthusiasm and backing from leading online publishers and platform owners in the industry. We want to create an independent organisation with strong values with respect to the whole interactive advertising community, leading innovation and integrity in this fast growing space.’
The formation of IAB has been driven by the Online Publishers Group (OPG) of New Zealand which includes (TVNZ, XTRAMSN, Vodafone, Fairfax, ACP Media, IDG and Yellow Pages). The OPG was created in 2001 and drove the creation of measurement standards through Nielsen//Netratings. A survey was commissioned in November 2005 to gain insight into what the wider online advertising community wanted from an industry association and this feedback has helped develop the IAB NZ vision, objectives and values. Over 96% of other industry players supported the concept of an official body and champion.
The new association will be not-for-profit under the governance of an interim board (including Chairman, Vice Chairman and Secretary / Treasurer) until the first AGM, at which point members will have the opportunity to pass comment on the board structure and its members. There will be a maximum of 10 board members representing major interactive publishers, platform operators and independent players.
The interim board is made up of:
Chairman; Josh Borthwick – Sales Manager, TVNZ Interactive Vice Chairman; Spencer Bailey – Commercial Director, APN Digital Media Secretary / Treasurer; Lee Williams – Digital Media Director, ACP Media Board Member; Robin Dowe – Sales Manager, XtraMSN Board Member; Julie Gill – MD, Infego Communications Board Member; Glen Maguire – Web Services Manager, Vodafone Board Member; Chris Day – Marketing Manager, Advertiser, Yellow Pages Board Member; Nic Cola – Group Head of Digital-NZ Fairfax Media Board Member; Kate Vale – Head of Sales – Google Australasia
The association is being set up with seed funding from the above board members with further revenues driven by membership, sponsorship and events. Full details of the structure, constitution, vision, membership and operations can be found at iab.org.nz.
It is envisaged that the association’s work will be divided among board /committee members until such time as a Chief Executive can be appointed to create a management team and lead the day to day activities of the association. The appointment of a CEO will be largely dependent on revenue generated by the group’s activities.