New guidelines aimed at giving online media a "grown-up" image to
make it attractive to more mainstream advertisers have been agreed
between the major ad industry bodies.
The code is intended to simplify online trading and to bring
professional standards within the newest media into line with those of
its more established counterparts.
With online media advertising expected to jump from £200 million
this year to £885 million by 2005, advertisers, agencies and media
owners are eager to see that it gets its act together in order to
sustain and grow its business.
"Because of the way in which the internet grew, its arrangements have
been slightly anarchic," Geoffrey Russell, the director of media affairs
at the IPA, said. "The internet world is like the Wild West and has
needs to be tamed."
The guidelines, intended to create consistency and transparency across
digital media, were thrashed out between the IPA, ISBA and the
Interactive Advertising Bureau.
Trade body executives believe that as ad budgets tighten, it is more
important than ever that advertisers can see what they are getting for
the money they spend on the internet and that the medium is seen as
They hope that the guidelines will provide interactive media with the
firm and solid foundation that will dissuade major advertisers from
dipping in and out of it.
"It's one thing attracting the dotcoms to spend money but quite another
to get FMCG manufacturers, car manufacturers and travel companies to
spend consistently," Russell added.