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In an historic move, trade bodies the European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau (IAB Europe) announced that they have joined forces to form a single European trade association to better represent and support the online advertising sector across the region. The merger became effective on 16th May 2011.
The merger will unite the corporate and country members of the two organisations, bringing
membership to over 41 corporate members and 27 national IABs, and representing stakeholders from across the online advertising economy including major media groups, advertisers, agencies, portals, technology and service providers.
Under the leadership of President and CEO Alain Heureux, IAB Europe’s mission is to promote, protect and prove the value of the European digital advertising industry.
Executive Director of the EIAA, Alison Fennah, will assume the role of Vice President for Research and Marketing, responsible for expanding the IAB Europe research and marketing programmes. Under the agreement IAB Europe will be able to develop its research portfolio further including EIAA projects such as Mediascope Europe and Marketers’ Internet Ad Barometer, two research projects that the online advertising industry has come to rely upon for invaluable insight into the sector. With IAB Europe’s existing AdEx advertising spend report and MCDC usage and attitudes study, the trade body will provide the data and insight so vital to informing and guiding the growth of this dynamic and economically significant sector.
Much of the energy of the organisation is already focused on protecting the industry through an active and informed public affairs programme to educate lawmakers and interest groups. With the added weight of the EIAA membership, IAB Europe will broaden its influence and representation of the entire online advertising value chain. This activity will continue to be led by Kimon Zorbas, Vice President, Public Affairs.
Guy Phillipson, Chairman of IAB Europe, said: “IAB Europe and the EIAA have always had the same vision, namely to grow the share of online ad spend and improve marketers’ knowledge of the benefits of online as an advertising medium. By combining the membership, research and expertise of the two trade bodies we can bring renewed energy and focus to support and protect the interactive advertising industry. Now that the industry has taken the initiative on self-regulation before the European Commission, it is vital that we have one committed and empowered organisation as the voice of over 5,500 member companies right across the region.”
Alison Fennah, Executive Director of the EIAA, commented: “Supported by all the major captains of the digital industry across Europe, the merger of EIAA and IAB Europe will provide the critical resources and insight to support the acceleration of the interactive advertising market. Its collective vision and experience will allow us to build upon the industry’s strong foundations and help companies and markets to grow their business.”
Laurent Delaporte, Vice President of Microsoft Advertising, EMEA said: “We at Microsoft Advertising fully endorse the merger of EIAA with IAB Europe, uniting the leading agencies, media owners, research companies, and over 20 national IABs around Europe. By combining the public affairs and research activities across the region under a single organisation, we are strengthening the value of the digital and interactive marketing industry in Europe into one strategic vision.“
Christophe Parcot, VP Sales, Yahoo! EMEA: “The merger of the EIAA and the IAB Europe makes absolute sense and will be truly beneficial for the internet advertising industry as a whole. These are two organisations who have worked tirelessly to educate, inform and support those inside and working alongside the digital media industry and now aspire to the same goals and Yahoo! completely supports this alliance. We look forward to working with the new IAB Europe to pioneer on behalf of our industry and ensure that digital media is continuously perceived as a valuable and essential part of the media mix for our clients and advertisers.”
Luc Tran-Thang, Vice President, Orange Advertising Network said ‘The digital industry is a key driver of growth for Europe and interactive advertising will play an important role in its development. As a European player Orange Advertising fully supports the merger of EIAA and IAB Europe. The strength of merged organisation lies in having fully rounded public affairs, research and marketing activities enabling a richer interaction with our stakeholders and empowered representation of our industry.’
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
