• by Mark Walsh  @markfwal, November 30, 2006

Under the tagline "Media More Engaging," the Interactive Advertising Bureau has launched a campaign to promote the benefits of online advertising. The initiative focuses on interactive as the medium to reach the right customers, engage them, and measure the effectiveness of the ad spend.

The initial phase of the campaign will roll out in the online and print versions of advertising trade publications before being expanded to other properties, including IAB member sites next year.

Online advertising remains a small proportion of overall ad spending. This year it will make up 5.7% of total ad spending, and is projected to grow to 8.9% by 2010, according to market research firm eMarketer. Online video advertising, in particular, is expected to grow rapidly in the next few years as marketers shift some portion of traditional TV ad dollars to the Web.

To help develop the campaign, the IAB hired Luntz, Maslansky Strategic Research, owned by The Omnicom Group, to conduct qualitative and quantitative research to understand how marketers view interactive advertising. The research firm, founded by former political pollster Frank Luntz, interviewed marketing executives at nearly 500 brand marketers to find out what they found most compelling and distinctive about the interactive medium.

"The idea is that there is a great place for interactive in the media mix," said Michael Maslansky. "It's not intended to be the only element, but it's supposed to play an important role." He explained that while corporate leaders may talk big on interactive marketing, large organizations are slow to embrace newer forms of advertising.

"Regardless of how big and bold you hear marketing professionals talk about interactive, the reality is that it's a lot more methodical, step-by-step approach in new directions," said Maslansky. But he said he believes Internet ad spending has reached a "tipping point" as marketers have gradually become convinced of its effectiveness.

Based on the Luntz, Maslansky research, creative shop Brand New World then created the "Media More Engaging" campaign, which also includes a microsite www.iab.net/mediamoreengaging designed to serve as an interactive ad primer for marketers and agencies. Interactive media network Media Contacts is handling media planning responsibilities for the effort on a pro bono basis.

The campaign as the bureau is searching for a new president to succeed departing chief Greg Stuart, who announced plans to step down earlier this year to pursue opportunities in the private sector.