Industry agrees code for new media

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

accountable.



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.



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