IAB Kicks Off Industry Campaign

NEW YORK — The Interactive Advertising Bureau this week will launch the first brand campaign for the industry in an attempt to increase ad spending behind interactive media. The effort aims to position interactive advertising as an integral component in the overall marketing mix.

Under the theme “Interactive is the Active Ingredient in the Marketing Mix,” the yearlong, multi-million dollar ad campaign will highlight multiple interactive case studies from major marketers. For instance, one banner asks “How did a leading soap brand achieve a 34% pure increase in brand awareness?” The answer: “By adding the active ingredient… Interactive.”