UK advertisers spend almost 40% of their annual budget on Press and Outdoor advertising. National and regional press, special interest magazines and the new advances in outdoor, all contribute to the wealth of opportunities for advertisers to engage with consumers.
ISBA’s members spend significantly on both media and we strive to constantly update them on developments and issues that could impact upon their marketing distribution.
We represent advertisers on many industry committees (including ABC, NRS and Postar) and ensure members are fully briefed on the latest advances in press and outdoor measurement.
ISBA uses its position within the industry to lobby on advertisers’ behalf. For many years, we have campaigned for the removal of excessive and unnecessary costs for advertisers. This is best exemplified with our success in eliminating ‘gatekeeper’ fees. ISBA made consistent representations against the practice and the charges and issued frequent guidance to its members as progress was achieved. By 2009, only two newspaper groups continue to enforce the fees. In December 2008, ISBA launched its Best Practice Guide to Outdoor Advertising. The document, free to ISBA members, gives a comprehensive and authoritative overview of the various elements that comprise outdoor advertising. Its scope ranges from first steps, to planning and buying a campaign, to evaluating a campaign's effectiveness.
In addition, we have also published Press and Outdoor Production Guidelines. This guide aims to help advertisers negotiate the evolving landscape of press and outdoor production, in the hope that a better understanding will enable clients and agencies to manage budgets and timetables more efficiently. It focuses on the points in the production process where careful management can make a real difference. It also includes a glossary of terms and an example rate card.
ISBA’s Press and Outdoor Action Group meet six times a year to consider developments and topical issues facing the industry. From these discussions, ISBA has produced many best practice guidelines to help advertisers in urging media owners to be more accountable and their efforts have been rewarded with high profile success. The Press and Outdoor Group welcomes representatives from across our membership and has its own resource page here.
35 Kb | 21 Aug 2009
