Cross-media: the IAB is planning press advertising and a magazine launch
The Interactive Advertising Bureau launched its first advertising campaign this week to push the internet as a medium to marketers.
The trade body, backed on the initiative by all of its agency and media-owner members, has created a press advertising campaign aimed at bringing more brands onto the web.
It is also launching its own print magazine, which will be published quarterly and have a print run of 120,000.
The advertising push, worth £325,000, aims to boost online share of the revenue market up from its current 1.4% to two per cent by autumn 2004.
Communications agency Masius created the campaign, with media planning and buying by MediaVest.
Danny Meadows-Klue, chief executive of the IAB, said: "Internet advertising is growing and is already half the size of the radio industry."
The online industry is the latest of many to launch an ad campaign to promote its own medium. The Outdoor Advertising Association recently launched an initiative to push outdoor to the marketing community and both the Newspaper Marketing Agency and the major TV broadcasters are considering strategies.