Guidelines: Paid Social Advertising, Ad Verification and Mobile and Tablet Advertising Formats
22 May 2013 – Sydney: Interactive Advertising Bureau (IAB) Australia today launched its Paid Social Advertising Best Practice Guidelines for agencies, marketers and service providers. It also announced the availability of Guidelines for the Conduct of Ad Verification; and Prevailing Mobile and Tablet Advertising Formats for the Australian Market. The Paid Social Advertising and Ad Verification Guidelines have been prepared by IAB Australia’s Standards and Guidelines Council whilst the Mobile and Tablet Advertising Formats were prepared by IAB Australia’s Mobile Advertising Council.
The Paid Social Advertising Guidelines aim to provide information, structure and clarity on social media as a marketing vehicle. They provide a framework to set clear campaign objectives and achieve measurable outcomes based around the Paid, Owned and Earned media model, with a focus on social advertising in the paid environment. In addition, they provide best practice guidelines and examples around social media planning, measurement framework, consumer policies for social ads and legal and regulatory considerations.
The Guidelines for the Conduct of Ad Verification detail the methods and common practices for Ad Verification to help mitigate potential complications and misunderstandings. It was produced by the Australian IAB, in conjunction with the Media Federation Australia (MFA) and the Audit Bureau, in support of the existing IAB US Guidelines.
The final Guideline is the recently published Prevailing Mobile and Tablet Advertising Formats for the Australian Market. This highlights some of the trends in mobile and tablet ad sizes offered in Australia to give publishers insight into the optimal sizes to consider when designing apps and to give marketers insight into the optimal ad sizes to help them maximize potential reach.
Samantha Yorke, Acting CEO of IAB Australia said: “IAB Australia is committing to further strengthening the breadth and depth of its library of content and resources to help drive best practice, creativity, innovation and accountability within Australia’s thriving digital economy.
“We believe these three new Guidelines will provide valuable thought leadership and opinion to industry professionals as they plan and execute relevant campaigns,” said Yorke.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
IAB Australia’s board includes representatives of AIMIA, Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, SBS, Telstra Advertising Network, TressCox Lawyers and Yahoo!7. It has four objectives:
• To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
• To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
• To be the primary advocate for the interactive marketing and advertising industry
• To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au
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