Led by the Interactive Advertising Bureau, the effort officially kicks off July 9 though a soft launch began last month (AdAge.com QwikFIND aan65z). The goal, according to Greg Stuart, IAB president-CEO, is to brand the industry and demonstrate that interactive programs are an important element of the media mix.
"With other mass media, advertisers can reach consumers, but we can reach and connect with them in a way TV and other traditional media may not be able to," said Wenda Harris Millard, Yahoo!'s chief ad sales officer and an IAB board member.
The campaign, created by Stein Rogan & Partners, New York, with media buying and planning handled by Underscore Marketing, New York, will appear on the Web sites, and some sibling offline media, of IAB members starting this week. Members that have committed media assets to the push include Yahoo!, iVillage, AOL Time Warner, CNET Networks, Real Networks and Forbes.com, which will also run ads in Forbes.
Ads feature the copy line "Interactive. It's the active ingredient" and show brands such as Unilever's Dove as examples of the successful integration of online media. The push is expected to run more than a year with media commitments reaching into the multimillion dollar range.