Warc, 8 May 2014
LONDON: The Internet Advertising Bureau UK (IAB) has
launched the UK Digital Upfronts, a platform for marketers and digital agencies
to showcase the best of what the industry can offer and to exploit the full
brand potential of digital media.
Coinciding with the 10th anniversary of its flagship Engage
event, which takes place in London between 13th and 17th October, the IAB said
it wanted its new digital platform to allow brands to "get a real sense of
the possibilities digital has to offer".
"We're launching IAB UK Digital Upfronts to provide
marketers and agencies with an opportunity to preview and evaluate premium
digital advertising opportunities," said IAB CEO Guy Phillipson.
"We anticipate the UK Upfronts will be a high profile
platform for the industry's finest inventory, as well as a great networking
occasion for all involved," he added.
Several major digital companies – including AOL, DigitasLBi,
Google, Microsoft, Twitter and Yahoo – have already confirmed their support for
the initiative and the IAB plans to use October's Engage event to accredit the
most innovative entries.
Phillipson explained that because digital has grown into a
mature industry, it has now become essential that practitioners find new ways
of working together to deliver the full potential of digital.
Writing in The Drum, he said the IAB UK Upfronts would be
useful for brands, media owners and content creators too.
Brands would be able to evaluate premium digital
opportunities during the planning phase, he said, while media owners could
showcase premium content, and content creators would be able to find new
partners to develop more original content.
He went on to predict that distinctions between brands,
media owners and content creators may "disappear entirely" in the
future, if it is not happening already.
"It's essential that every marketer has a robust grasp
on the opportunities available through digital media," he said. "To
help with this, it's equally vital that we in the digital world make it as easy
as possible for everyone to understand what can be achieved."
Data sourced from IAB, The Drum; additional content by Warc
staff
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