IAB in online revenue push

The Internet Advertising Bureau is planning a marketing drive to pull more advertising pounds online.

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

e-commerce.



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.’



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