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IAB to boost marketing efforts, selects Stein Rogan as agency

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The Interactive Advertising Bureau announced it will increase spending on research and marketing in 2002 and has named Stein Rogan + Partners, New York, as its agency to launch an advertising campaign after the first of the year. The budget was not disclosed.

Greg Stuart, CEO of the IAB, said that while challenges such as online measurement and media buying are still central to the IAB’s mission, another key goal is boosting the organization’s own marketing efforts to the industry it serves. Partly, that will be accomplished with a new marketing campaign, to be developed by Stein Rogan. Stuart said it was too early to give any details about the effort.

The IAB also aims to provide buyers and sellers of online advertising with additional research that will look at the effectiveness of
online advertising in the total marketing mix.

The IAB has signed agreements with 15 publishers (names have not been announced) and is seeking five or six marketers to participate in the $1 million study, which will provide real-world examples of how online efforts fit into overall marketing.

Separately, the IAB has been conducting a $500,000 marketing mix study with a publisher it declined to name, and it expects to release results of that study soon.

"Marketing has been all about research and proving the medium," said Stuart, referring to the IAB’s earlier ad effectiveness studies. "The association is about driving demand," he said, noting that increased marketing and research will be central to boosting Internet ad revenue.

For the third quarter, Internet ad revenue dropped slightly, to $1.79 billion from $1.87 billion in the second quarter, according to the IAB’s Internet Ad Revenue Report, which was released at the @d:tech conference last week. The revenue report was prepared by PricewaterhouseCoopers New Media Group, New York.

For the first nine months of this year, Internet ad revenue totaled $5.6 billion, down 8.4% from revenue of $6 billion for the first nine months of 2000.

"I have a hunch Internet advertising won’t turn around in a big way until the general advertising economy does," said Mike Donahue, exec VP of the American Association of Advertising Agencies. He said he didn’t know when that would be.

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