The Internet Advertising Bureau is planning a marketing drive to
pull more advertising pounds online.
The trade body, which promotes online advertising, has already
quadrupled its membership rates in preparation for the push. Rates have
gone up from pounds 1,000 a year to pounds 4,000 with associate members
such as online research or consultancy firms paying pounds 500.
The money will also go towards improving services for existing members
by investing in more research on the effectiveness of internet
advertising and keeping them up to speed with EU policy on
In addition, the IAB is keen to swell its number of members, which at
last count stood at 50 organisations, representing 5,000 websites.
It has not yet decided on the exact nature of the campaign but is
thought to be considering the appointment of an advertising or PR
agency, or hiring full-time staff to ensure the voice of the internet
advertising industry is heard in all arenas.
Danny Meadows-Klue, IAB director and publisher of the Electronic
Telegraph, said he and the IAB’s directors - who work for the IAB for
free - had underestimated the amount of time and effort required to run
it and needed help. A decision on exactly how it will market itself is
’two board meetings away.’