Whilst I think this is a positive move, it’s funny to think it has taken so long …
New York, NY (April 30, 2009) – The Interactive Advertising Bureau (IAB) today announced that it has held its first meeting of the Re-Imagining Interactive Advertising Task Force, comprised of top online publishers, media agencies and, for the first time, creative officers from the nation’s leading advertising agencies. The new task force’s objective is to develop a comprehensive roadmap for the next stages in the evolution of interactive advertising to ensure that ad formats meet the growing business and creative needs of advertisers, agencies and publishers.”
So yeah … until now the people who have discussed creative specs and ad formats have included everyone bar those who actually create them.
Are creative agencies locally represented by the Australian IAB?
I guess if we want to build more impactful creative, we need to get the er, creatives, involved.
The more I think about digital usage patterns the more it seems the current creative specs and units might not be the right ones (right now it feels like a bad compromise between 15 second TVs and magazine ads despite the way people consume online being radically different to both of those).
Closer collaboration with creatives can help fix this.