• by Joe Mandese  @mp_joemandese, April 21, 2010

More than 15 years after the launch of the first online banner ad, Canada's online industry has released a set of technical briefs to help marketers outline and manage the information necessary for interactive marketing and advertising campaigns.

The new Interactive Advertising Project Brief, which can be downloaded via the Interactive Advertising Bureau of Canada's Web site, outlines questions on technical considerations, analytics, quality assurance and project maintenance that are specific to interactive advertising campaigns. It also contains detailed input areas for themes such as project context, qualitative and quantitative objectives, target audience characteristics, strategy, creative considerations, success criteria and approval hierarchies. "Believe me," stated Paula Gignac, president, IAB Canada. "We were as shocked as anyone else to learn that digital considerations were not being integrated into traditional briefing procedures and documents."