It may have been called streaming media in the early days of the Internet, but the Interactive Advertising Bureau wants you to think differently from now on. Tuesday the IAB unveils its new choice for
buzzword: Interactive broadcasting. The IAB says the new term will help drive greater brand impact via interactive channels. The buzzword was unveiled at IAB’s Streaming Media East forum in New York
City. In a survey of 500 executives – 70% in ad agencies – most agreed the name change would help distinguish between offline and online advertising and clearly define the medium. IAB President and
CEO Greg Stuart said the new term is more consistent with the way in which media is bought. “Our intent is to take the category out of the back room and make it a mainstream option for advertisers as
well as publishers,” he said.
