Internet Advertising Bureau Wages War on Performance-Based Advertising
By Anna Johnson on February 19th, 2009The Internet Advertising Bureau (IAB) – the industry body responsible for setting display advertisement standards, among other things – must really hate effective advertising. After all, it’s decided to wage war on the perception of the Internet as a performance based advertising medium.
Apparently, the fact that the Internet offers advertisers a medium where they can measure the effectiveness of their ads is a bad thing…
Last month, IAB chief Randall Rothenberg told a group of Wall Street analysts and investors that the IAB was preparing a major push to promote the “creative” potential of the Internet as an advertising medium.
The push, which the IAB plans to announce during its annual conference on February 22-24 in Orlando, Florida, is aimed at overcoming the perception of the Internet as a creatively shabby, performance based advertising medium.
Apparently Randall Rothenberg believes that the Internet has been tarred with a direct response brush and while performance-based advertising has helped sustain the growth in online advertising, the Internet is not getting enough attention as a ‘premium communications’ medium.
In other words, performance based / direct response advertising just isn’t sexy enough.
The fact that it works, well, that makes it even worse, because it means the Internet will be known as a direct response medium… not a premium, non-measurable, who-knows-how-effective-it-is medium.
We can’t have that, can we?
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