Toronto, ON. May 12, 2008 - Unlike individual newsletters that highlight a
specific initiative, our IAB General Newsletters are designed to keep members
up to date on the entire breadth of IAB Canada Council and Committee
initiatives.
Events + Course Updates | Publisher Council | Agency Council
|
Emerging Platforms Council | Research Council | Québec Council | Board
Events + Course Updates
Events
Save the dates!!
1) MIXX Canada
Conference Series (formerly Interactive To The Max):
City Date
Toronto: Full-day conference Sept. 29, 2008
Montréal: Full-day conference Oct.
6, 2008
Montréal Half-day Roadshow Oct. 7, 2008
Halifax Half-day Roadshow Oct. 8, 2008
Ottawa Half-day Roadshow Oct.15, 2008
Calgary Half-day Roadshow Oct. 16, 2008
Vancouver Half-day Roadshow Oct. 17, 2008
Toronto Half-day Roadshow Oct.
20, 2008
2) IAB Canada’s
Dotcom Golf Classic:
Station Creek Golf Club, Toronto Oct. 2, 2008
Courses
Register NOW!!
1) IAB Canada’s Intensive, One-Day Course in Interactive Marketing +
Online Advertising
Maximum
Location Date
#Participants
Toronto, ON June 2 120
Vancouver, BC June 4
75
Montréal, QC June 18 75
2) IAB Canada’s Intensive, One-Day Course in Social
Media Marketing and Web 2.0
Maximum
Location Date
#Participants
Toronto, ON June
11 120
IAB Canada
Courses sell out quickly…
Register NOW! at: www.iabcanadaevents.com
******
Publisher Council
VP – Carolyn Cramer, Yahoo! Canada
Major 2008 accomplishments to date include:
IAB Terms + Conditions, Late Creative Policy
- Announced in October 2007, and officially launched in March 1, 2008 (after a
six-month transition period), this initiative has already shown a high level of
industry compliance. But, where non-compliance has occurred and ad creative has
arrived late, Publishers have enforced the policy -- with over 4.6 million Public
Service Announcements (PSA) ads served to date. IAB will continue to monitor
the industry re: Late Creative and Campaign Cancellation initiatives, and will
report compliance levels again before the end of 2008.
·
Providing Agencies and Publishers With “Evergreen” Brand Creative
There’s a simple
way for Advertisers to avoid having PSA impressions served into their
pre-purchased ad inventory -- and that’s to supply both Agencies and Publishers
with “evergreen” brand ads that can be served if originally-intended creative
is held up in production.
·
Getting Ready For the Busy 2008 “Back To
School” and Holiday Online Seasons
It’s important to adjust business practices that are failing to deliver on-time
ad creative before the busy “Back to
School” and Holiday Online season begins this September. Agencies who cancel and
re-book contracts over and over again within the allowable 10-day cancellation
period while waiting for their Online ad creative to arrive; or those who verbally
book inventory now, but hold off on actually signing Insertion Orders until their
Online ads are in hand -- could experience shortfalls or completely “sold out” inventory
-- by the time they are ready to commit this Fall.
Revenue Survey Redesign
- In response to a variety of changes in the Canadian Online media landscape
(including the introduction of video advertising, as well as the proliferation
of ad networks), the Revenue Survey Comte. undertook a full redesign
of IAB Canada’s Annual Online Ad Revenue Survey beginning last January. The
revised Survey is now in field, with results expected by the beginning of June
2008. Stay tuned!
Other Publisher
Council initiatives Include:
- Update of the
Canadian Universal Ad Package (CUAP) (in progress)
- Update of the Online Video Ad Standards (in progress)
- Creating a searchable IAB Publisher/Agency Case-Study Database on www.iabcanada.com
(in progress)
- Launch of NEW! Search Engine Marketing Comte. (currently
meeting monthly)
All IAB Publisher members are encouraged to participate in monthly
meetings of this Council and its various Comtes.
Contact IAB
Canada for more information.
******
Agency Council
VP – Dawna Henderson, henderson
bas
Interactive Talent Development and
Recruitment Program
- A key priority for the Agency Council this year, has been the planning and
execution of an Interactive Talent Development and Recruitment Program. The Program,
which is designed to attract individuals into the Interactive advertising
industry -- and retain them once there -- includes the
following elements:
·
Annual Job Fair
- IAB Canada’s first-ever Job Fair took place at Centennial
College in Toronto, on April 2, 2008, with 12 Agency and
5 Publisher Members participating, and over 95 job applicants seen. In addition
to submitting resumes to employers, applicants also sat in on presentations
from Agency leaders detailing skill requirements and career paths for Interactive
Agency Strategy, Creative, Technology, Account/Project
Mgmt. and Media Buying and Planning positions. Lessons learned from the Toronto event will be used to extend the Job Fair across Canada in 2009.
·
IAB
Canada Job Centre on Facebook
- In order to initiate and continue conversations with potential job applicants,
IAB Canada has created a Job
Centre on Facebook. Photos and PPT presentations from
the April Job Fair Event, can be found in this area.
IAB Canada encourages all members to visit and interact within our Facebook Job Centre on an ongoing basis.
·
Digital Marketing Salary Survey
- Marketing Magazine, in association
with IAB Canada, is currently producing Canada’s first-ever Digital Marketing
Salary Survey. The Survey, which is slated to be released in Marketing Magazine's August 25, 2008
issue, will detail compensation ranges for a variety of Interactive Advertiser,
Agency and Publisher positions, and explore additional talent issues facing the
Interactive industry today.
·
Colleges/Universities Speaker Series
- Beginning Sept. 2008, IAB Canada Advertiser, Agency and Publisher members
will have the opportunity to speak to students in marketing programs at
selected Colleges and Universities across Canada. The goal of this Speaker
Series is to educate students about real-world opportunities and skill set expectations
for careers in the Interactive industry -- and where knowledge gaps in
Interactive marketing are found -- to drive students to participate in IAB
Canada educational programs designed to fill these gaps.
Other Agency Council
initiatives Include:
- Liaising with the
ACA and the ICA
to create an IAB P.O.V. on Talent Remunerations For Commercial Audio/Video
Performances Online within the ACTRA agreement (in progress)
- Creating a searchable Canadian Interactive Agency Database on www.iabcanada.com
(in progress)
All IAB Agency members are encouraged to participate in this
Council. Contact IAB Canada for more
information.
******
Emerging Platforms
Council
VP – Peter Vaz, M2 Universal
Mobile Marketing Revenue Survey
This year, the EP Council has focused on creating IAB Canada’s first-ever Canadian
Mobile Marketing Revenue Survey. The Survey, which will detail current and
projected advertiser spending on Standard and Premium SMS programs, Mobile
Content, Mobile Banner/Text Ads, Mobile Search, Mobile Applications, Click To Call,
etc., will be launched into the market later this year. Stay tuned!
All IAB Mobile
and Gaming members are encouraged to participate in this Council. Contact IAB Canada for more
information.
******
Research Council
VP – Maura Hanley, The Media Company
Annual Canadian Media Usage Trends Report
-The Research Council presented IAB Canada’s Annual Canadian Media Usage Trends
Report to a sold out breakfast audience in Toronto in January, and in Montreal on
May 6. The report is compiled from Internet statistics gleaned from Canada’s major
syndicated media research studies. The Research Council is now collecting feedback
from all stakeholders, in order to determine what will be included in our next
Report. The current English and French Reports can be found in the IAB Members-only Knowledge Ctr., in the Sales
Tools/Internet Trends area.
Syndicated Research
Study Submissions
- IAB is currently making formal submissions to PMB,
NADbank and BBM/RTS in preparation for the newest versions of
these studies going to field in 2008/09. Over the years, IAB input into the
studies has resulted in the generation of increased data on Internet, Mobile and Gaming usage
in relation to other media.
CMOST (Cross Media Optimization Studies) Research Supplier Review/Selection
Process
- Because the Interactive channel now includes Social Media, Mobile, Videogaming and a host of other new technologies and
destinations, IAB Canada is currently reviewing the capabilities of various
research suppliers to include these emerging platforms in IAB Canada’s CMOST
projects going forward. Once a supplier has been chosen, IAB Canada will re-launch
the program -- which helps subsidize research into these areas -- to
Advertisers and Agencies across Canada.
A Summary of CMOST Projects To Date can be found in
the IAB Members-only Knowledge Ctr., in the
Sales Tools/CMOST area.
Additional Original Research
- Do you have ideas about new research studies you’d like IAB Canada to
undertake in the future? We’re interested in hearing from you!
Research Professionals within any IAB
member organization are encouraged to participate in this Council. Contact IAB Canada for more information.
******
Québec Council
VP – Regional Director, PQ Council, Samuel
Parent, Titan Interactif
The Québec Council of the IAB has doubled its
membership in just one year, with 36 member companies now registered. Representatives
from the PQ Council have focused on Advertiser education this year, and have
conducted a number of lunch-and-learn seminars on topics such as Integrating Interactive
Terms + Conditions and Late Creative Policies Into
Business Practice, Briefing Your Agency For Online, etc. The PQ Council also participates
and provides input on all other IAB initiatives.
All Quebec-based IAB members are encouraged to
participate in this Council. Contact IAB Canada for more information.
******
Board
The role of the IAB Board is to rank and approve Council priorities; ensure
follow-through on the prioritized initiatives; recruit new members; and, stay
attuned to important industry trends and developments that may affect IAB Members
in the future.
Towards this mandate, the IAB Board:
The IAB Board is currently entering into Strategic Planning exercises for 2009-2011. Contact IAB Canada to provide your
ideas and feedback for our industry going forward.
