The Internet Advertising Bureau (IAB) announced that the 120 companies which have joined the association since its inception in June will come together next week at the association's first business meeting. The association, devoted exclusively to maximizing the use and effectiveness of Internet advertising, already consists of Internet ad sellers representing more than three-quarters of all online ad revenues. Members will convene on December 11 at the Jacob H. Javits Center during Fall Internet World `96.
"Advertising support is the most vital source of revenue to companies that are operating Web sites today, and is critical to the survival of the Internet as a mass medium," said Rich LeFurgy, Acting Chairman for the IAB Steering Committee and Vice President of Advertising and Marketing for Starwave Corporation. "Currently representing the vast majority of companies selling advertising on the World Wide Web, the IAB is quickly establishing itself as one of the most important forces advancing the online advertising industry." At its meeting, the IAB will announce the first round results of its Ad Sales Revenue Reporting Program administered by Coopers & Lybrand. The report, which aggregates data collected directly from companies engaged in selling advertising on the Internet, represents the first accurate measurement of total online advertising revenue and the industry's overall progress.
The meeting will also feature a joint keynote address from John Sculley, former CEO of Pepsi Cola Company and Apple Computer and current "venture catalyst" in new media, and Peter Sealey, Executive Consultant to the President for Sony New Technologies, Inc. The combined expertise of these top executives allows them to provide a unique outlook on Internet advertising from the integrated perspective of leading marketer, technology innovator, investor, and Web publisher.
In addition to these presentations, the agenda for the day-long IAB meeting will be highlighted by the following:
-- Debra Aho-Williamson, Ad Age Interactive section editor, will moderate a roundtable discussion among top executives from leading advertising agencies on how the Internet can provide a breakthrough marketing vehicle for their clients.
-- The IAB Industry Standards and Practices Committee will release its recommendations for the industry's first banner advertising standards. These voluntary guidelines are expected to make buying and selling advertising across sites easier and cost-effective.
-- The IAB will elect six additional seats to its Board of Directors. The new 15-member board will more fully represent the association's membership base, which has expanded rapidly since the IAB's inception in June.
The IAB Fall General Meeting will run from 9:30 A.M. to 4:30 P.M. and take place in room 1A21. The morning session will be open to IAB members and an afternoon session will be open to members and non-members. See attached agenda for a complete outline of meeting activities and session hours.
Established in June of 1996, the IAB is comprised of more than 120 member companies who are actively engaged in the sales of advertising delivered on the Internet. These members include leading Web sites, online service providers, marketing\statistical measurement organizations, research and traffic information suppliers, technology providers and other organizations from related industries.
IAB FALL GENERAL MEETING
DECEMBER 11, 1996
MEMBERSHIP MEETING - Open to IAB members
9:30 -9:45 Meeting sign-in and registration
9:45-10:15 Introduction - State of the Association Report
Rich LeFurgy, Acting Chairman, IAB Board of Directors, VP Advertising and Marketing, Starwave Corp.
10:15-10:30 IAB Board of Directors Elections
10:30 - 11:00 IAB Activities Update
Ad-Sales Revenue Reporting Program Tom Hyland, Partner, Media and Entertainment Group, Coopers & Lybrand Standardizing the Medium Richy Glassberg, VP, Turner Interactive
Marketing & Sales
11:15-11:45 Activities Update continued
Agency & Marketer Relations Program Scott Schiller, VP, Marketing and Advertising Sales, Sony Online Ventures
Trade Advertising Program Molly Ford, Director of Advertising, Infoseek
11:45-12:15 Open Discussion
12:15-1:00 IAB Members Luncheon -- New Board of Directors to be announced
OPEN SESSION - Open to IAB members and non-members
1:00-1:15 IAB: Shaping the Future of Advertising on the Internet Steve Goldberg, Advertising Development & Strategy, Microsoft
1:15-2:15 IAB's Joint Keynote Address
John Sculley, Sculley Brothers Peter Sealey, Executive Consultant to the President of Sony Online Ventures
2:15-3:15 Roundtable Discussion
Top advertisers and agencies reveal their web marketing strategies
Moderator - Debra Aho-Williamson, Advertising Age, Interactive section editor
3:30-4:30 Online Advertising Success Stories
"Why these campaigns work" - A presentation of Internet advertising case histories from the IAB library
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