IAB raps email marketers for not joining in survey

New Media Age, February, 2003 by Chris Dillabough

The IAB has criticised the email marketing industry for not giving figures to its annual ad spend study.

PricewaterhouseCoopers is sending a draft of the 2002 figures to the IAB within the next 10 days, but many in the industry believe the results will significantly underestimate the true total spent by brands on digital media.

They think this year's figures will again underestimate ad spend because they don't include money spent on some performance-based networks, search marketing and email marketing campaigns.

Last May the IAB/PWC study which uses revenue figures provided confidentially by media owners -- showed online ad spend grew 7.1% during 2001 to [pounds sterling]165.7m.

IAB chairman and CEO Danny Meadows-Klue said he wanted to...