A Road Map for Reaching the Online Consumer in the Digital Ecosystem

NEW YORK (Business Wire EON) April 18, 2008 -- The Interactive Advertising Bureau (IAB) today announced the release of “User-Generated Content and Social Media Advertising Overview,” a milestone document that helps marketers, agencies and publishers better understand how these platforms have fundamentally altered the digital experience for consumers and advertisers. The report defines UGC and social media, provides a detailed overview of the latest advertising opportunities, and details case studies of campaigns that have successfully utilized UGC and social media.

This report describes opportunities for marketers to marshal the enhanced level of consumer engagement now that online audiences have taken the driver's seat, acting as both consumers and creators of content.

“User-generated content and social media are among the most innovative and tangible ways digital media have transformed the advertising experience for consumers and marketers,” said Randall Rothenberg, President and CEO of the Interactive Advertising Bureau. “This report describes opportunities for marketers to marshal the enhanced level of consumer engagement now that online audiences have taken the driver’s seat, acting as both consumers and creators of content.”

“This tremendous effort on the part of the IAB’s UGC & Social Media Committee has created a comprehensive resource for marketers, agencies and publishers on this revolutionary interactive platform,” said Heidi Browning, Senior Vice President, Client Solutions, FOX Interactive Media and Co-Chair of the IAB UGC Committee. “UGC and social media together are fundamentally altering how consumers interact with content, brands and each other.”

On June 2, the IAB will host a Leadership Forum on User-Generated Content and Social Media in New York City, where industry leaders, including marketers and agencies, will explore the opportunities and innovations of this dynamic environment.

To download “User Generated Content and Social Media Advertising Overview,” and for more information about the IAB’s upcoming Leadership Forum, please visit www.iab.net/ugcplatform.

About the IAB’s UGC & Social Media Committee

The User-Generated Content & Social Media Committee is dedicated to helping develop and expand the user-generated content and social networking space as viable and effective advertising platforms. They have been instrumental in shaping this report and will continue to help educate the marketplace on the strength of this interactive channel.

About the IAB:

Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 375 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates marketers, agencies, and media companies, as well as the wider business community, about the value of interactive advertising.

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