IAB backs campaign to get marketers using Web.

New Media Age, November, 2003 by Chris Dillabough

The new media industry is running it first collective ad push to drive the use of online by traditional marketers, hot on the heels of individual efforts by the portals.

Funded to the tune of 325,000 [pounds sterling] by trade body the Interactive Advertising Bureau (IAB), the main theme of the push--produced by agency Masius and taglined 'Online: the interactive ingredient'--is the results that can be achieved by using the Web in cross-media campaigns.

While this is the industry's first collective effort, the biggest media owners have been spending heavily on promoting themselves to advertisers in recent months.

The IAB said the campaign, which includes print ads and direct marketing, was the first wave of what would be an ongoing drive. It said...