All around the world, the advertising cash is flowing online. But, in some cases, it’s been proven to be flowing to the wrong places. The Interactive Advertising Bureau (IAB) in the US has been doing all it can to deal with sophisticated scams involving non-human traffic that some believe are stealing billions from advertisers, and the New Zealand outpost is attempting to ensure its house is in order too with the formation of a new standards and guidelines council.
“Interactive advertising is the second biggest channel in New Zealand [and it clocked in with 24 percent year-on-year growth], so IABNZ will continue to ensure our standards are on par internationally,” says chair Spencer Bailey. “The Council will also help shape IAB’s policy and initiatives on privacy and data.”
The initial areas of focus for the new council include reviewing current specifications, standards and guidelines, both locally and internationally; evaluating the needs of the New Zealand interactive advertising industry; and establishing a programme of work for standards and guidelines.
Heading the council is Toni Knowles, general manager of VeNa TV, who says that standards and guidelines are important in championing best practices in a rapidly changing digital market.
“They are central to helping drive growth of online and mobile advertising,” she says. “We have a fantastic group of people representing a cross section of our industry functions from sales and operations, to product development and technology. The collective experience of the council members spans many years in our local industry, and we’re keen to demonstrate the value we can offer.”
Peter Henning, head of online ad operation at MediaWorks is vice chair and will be involved in identifying the resources required around the programme of work.
Fellow council members include: Brendan Smith, senior product manager at TVNZ; Stacey Perillo, business director at Adslot; Sarah Kavanagh, head of sales at Mobile Embrace; and Kevin Dowd, senior ad tech developer, Y!NZ. There are several more to be named.