IAB Canada Releases New Pay-For-Performance Ad Campaign Guidelines

Toronto, ON. May 27, 2011 - The Interactive Advertising Bureau of Canada (www.iabcanada.com) today released new Pay-For-Performance Ad Campaign Guidelines, designed to help Publishers, Ad Networks, Advertisers and Agencies maximize success when conducting direct response campaigns across the Web.

Designed to be used in situations where the goal is to elicit a specific and immediate action from a user who views the Online ad, Pay-For-Performance (PFP) ad campaigns have also increased in popularity as recessionary budgets have challenged marketers to deliver more immediate ROI from their Online advertising budgets.

The document, which was developed by both IAB Canada’s Publisher and Agency Councils, includes:

- Proven practices for creating impactful PFP ad creative;

- Factors to consider when adding targeting parameters to PFP campaigns;

- Best practices for set-up, tracking and optimization of PFP campaigns beyond the “click,” to conversion events or sales;

- Advice for minimizing PFP delivery and reporting discrepancies; and,

- A host of additional tips designed to maximize efficiencies within PFP ad campaigns.

“The goal in creating IAB Canada’s new Pay-For-Performance Ad Guidelines was simple,” says Gino Coutu, Vice-President, Business Development, Rogers Digital Media and initiator of the project within IAB Canada’s Publisher Council. “Standardize as many elements as possible within the PFP buying, selling, delivery, tracking and reporting process, so that professionals on both sides of the PFP equation can concentrate instead, on innovating around technology, strategy and creative.”

Scott Atkinson, Director, Digital Solutions with Media Experts, and a key contributor on the initiative from IAB Canada’s Agency Council, agrees: “By following the basic rules of engagement detailed within IAB Canada’s new PFP Ad Guidelines, even experienced PFP marketers should be able to realize enough efficiencies to allow them more time to focus on the benefits that come from testing and optimizing around ad format, ad messaging, ad placement and conversion processes.”

Download IAB Canada’s Pay For Performance Ad Guidelines NOW!

For more information contact:
Paula Gignac
President, IAB Canada
iabcanada.com
416-598-3400 (ext. 26)

IAB Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian Digital marketing and advertising industry, and is a not-for-profit association representing Canada’s most well-known and respected Advertisers, Agencies, Media Companies, Mobile and VideoGame Marketers + Developers, Measurement Companies, Service Providers, Educational Institutions and Government Associations operating within the space.