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Interactive Advertising Bureau of Canada releases project briefing document

The Interactive Advertising Bureau of Canada has released a document called the "Interactive Advertising Project Brief" that is intended to help marketers convey the information required for the development of Interactive marketing and advertising projects. The document contains questions on technical matters, analytics, quality assurance and project maintenance, as well as input areas for issues such as project context, campaign objectives, target audience characteristics, strategy, creative ideas, success criteria and approval hierarchies. "We were as shocked as anyone else to learn that digital considerations were not being integrated into traditional briefing procedures and documents," said bureau president Paula Gignac. "So, the hope is that now that we have a standard document that companies across Canada can use or adapt to their own needs, Interactive advertising projects will be better planned and scoped from start to finish. In the end, if the creation of the brief means fewer unforeseen surprises for advertisers, agencies and developers before, during and after projects are initiated, we're happy with that." The document can be downloaded from the bureau's website at  <http://www.iabcanada.com>.

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