The opportunities provided by online advertising are increasing all the time and while exciting it can also be daunting for brands with a more traditional media focus.
The online space is undoubtedly the current growth area, with online ad spend up 17% in 2008 and online market share rising to 19.2% as advertisers seek greater accountability and return on investment. ISBA has been active in digital since the beginning, but with progress and maturity come a number of challenges, such as audience measurement and regulation of advertising content.
Although online advertisers can make use of site-centric methods of measuring audiences, provided by ABCe, there are currently no measurement systems that match the user-centric metrics of traditional media. It is increasingly important for advertisers to know who is seeing their material online, as well as where they go and what they see, which is why ISBA was involved with the Joint Industry Committee on Internet Measurement Systems (JICIMS) from 2003, and its successor, the UK Online Measurement Company (UKOM), to develop an industry owned currency.
Although online display advertising falls under the CAP code, the online space is relatively unregulated, with support from government and NGOs for stricter regulation likely to increase unless the industry self-regulates effectively first.
The self-regulatory system itself is strong. A recent example of its continual ability to adapt successfully to emerging technologies and trends saw the Internet Advertising Bureau, in consultation with industry bodies including ISBA, publish its Good Practice Principles for advertisers adopting behavioural targeting technology in March 2009. These industry-rooted principles have now received the backing of Ofcom, while the technology itself has been given the green light by the Information Commissioner’s Office.
The almost limitless supply of websites and pages means that much web advertising is bought ‘blind’ through advertising aggregators. This can lead to respectable advertisers’ ads appearing in inappropriate or unsavoury environments.
Drawn up in October 2005, the Internet Advertising Sales Houses (IASH) code of conduct is designed to provide a framework for best practice for its members to follow when dealing with advertisers, agencies, networks and site owners. IASH exists to encourage best practice among online advertising sales houses, as well as promoting the real benefits of the online advertising network business model.
Digital Action Group
ISBA’s Digital Action Group, formed back in 1998, gives an opportunity for members to gather together and discuss their own experiences and examine new trends, both in regulation and marketing opportunities. While much of the money spent online is still channelled through paid search and other response advertising the growth of the medium as a brand building tool is a constant factor in discussions.
The group is a focal point for sharing best practice and is an important forum for airing regulatory issues and advertisers’ own views on how the space should continue to develop. Its members benefit from early warnings of industry changes as well as adding their expertise to ISBA’s official advice for our wider membership.
Current Status: We have invited Richard Sharp, chair of IASH, to make a presentation to bring us up-to date with developments. Richard will be accompanied by Julia Smith, who joined IASH as their first permanent Senior Manager at the beginning of the year. Biographies on Richard and Julia are attached.
IASH exists to encourage best practice among online advertising sales houses through the adoption of an effective code of conduct. IASH also exists to promote the real benefits of the online advertising network business model.The Digital Action Group welcomes representatives from across our membership and has its own resource page here.
For further information please contact Michelle Sherlock or David Ellison.
145 Kb | 5 Dec 2008
