IAB Canada Creates NEW! Interactive Advertising Project Brief For Advertisers

TORONTO, April 21 /CNW/ - The Interactive Advertising Bureau of Canada today released a new Interactive Advertising Project Brief designed to help marketers better capture and convey information required for initiation and completion of Interactive marketing and advertising projects.

"Interactive Advertising Project Brief contains questions on technical considerations, analytics, quality assurance and project maintenance that are specific to the digital world, and that are often overlooked by marketers not overly familiar with the various channels within it," says Olivier Sefler, Associate Director, Marketing Communications, Cogeco and head of IAB Canada's PQ Advertiser Council.

The Project Brief also contains detailed input areas for universal themes such as project context, qualitative and quantitative objectives, target audience characteristics, strategy, creative considerations, success criteria and approval hierarchies.

"It's important to note that while it was designed specifically for digital projects, the beauty of the Interactive Project Brief, is that with just a few adjustments, it can be converted for use for offline project initiation as well. By using the document for both programs, Advertisers can be assured that offline and Online projects share similar standards of information gathering and disclosure," says Sefler.

It might seem incredible to Advertisers that a full 20 years after the launch of the Web, and over 15 years since the creation of the first Online ad banner, the industry has just now created such a document.

"Believe me," says 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. So, the hope is that now that we have a standard document that companies across Canada can use or adapt to their own needs, Interactive advertising projects will be better planned and scoped from start to finish. In the end, if the creation of the Brief means fewer unforeseen "surprises" for Advertisers, Agencies and Developers before, during and after projects are initiated, we're happy with that."

Download IAB Canada's NEW! Interactive Advertising Project Brief Now!:

www.iabcanada.com/guidelines/IABCanada_InteractiveProjectBrief_Eng.doc

The Interactive Advertising Bureau of Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian Interactive marketing and advertising industry, and is a not-for-profit association representing more than 225 of Canada's most well-known and respected Advertisers, Agencies, Media Companies, Service Associates, Educational Institutions and Government Associations.

For further information: about IAB Canada contact Paula Gignac, President, IAB Canada, www.iabcanada.com or at [phone] (ext. 26)