Chrysalis New Media and Emap Digital are launching a
business-to-business campaign to promote the internet as an advertising
medium to marketers, in a move which calls the effectiveness of the
Internet Advertising Bureau into question.
The IAB, which was conceived in 1997, has been striving to educate
marketers about the internet, as well as create standards and
accountability within the online advertising industry.
Although Chrysalis New Media, which owns the online sports network
Rivals.net and the black music portal DarkerThanBlue.com, has spoken to
the IAB about the new initiative, it is not yet clear whether the
industry body will be involved.
Lisa Gordon, the chief executive at Chrysalis New Media, said: 'The
industry needs to legitimise itself. It needs an independent solo body
whose single purpose it is to promote the medium to the advertising
'We've been talking to the IAB, which has been very supportive, but it's
got a slightly different agenda. We have a very clear mandate that could
be set up as a separate division within the IAB. If we can do it through
an existing body, then that would be better, but if our issues are going
to get lost then we'll do it as a separate venture.'
The news coincides with the announcement of a strategic review from the
IAB, with which the organisation intends to examine its initial, current
and future objectives as well as its current budget and resources.
The IAB's chairman, Danny Meadows-Klue, admits the body's lack of funds
and resources in the past had hindered its capacity to promote the
internet to marketers. He said: 'We warmly embrace the enthusiasm of all
media owners to market the medium more heavily. It's about helping the
advertisers appreciate the uses of the web.'
Both Chrysalis and Emap are members of the IAB.