IAB: Why Digital Needs to be a Brand-Builder
Geoffrey Precourt Warc
The US interactive industry seems prepared to go to war for some $60 billion in marketing spend it feels it rightfully deserves.
The warning messages from the Interactive Advertising Bureau (IAB) have been a steady drumbeat for years, warning marketers: we're coming.
But at the IAB's 2011 Innovation Days conference in New York, the tone had shifted.
"We're leaving $60 billion of US television brand advertising spend on the table," Randall Rothenberg, IAB President/CEO proclaimed, in what he termed an "industry call for action". And the first step...