IAB Plans to Call on Reluctant Web Advertisers

[November 4, 1997] The Internet Advertising Bureau is planning a road show to call on major marketing companies that have yet to make a commitment to advertising on the Web.

The pitch is being headed by the IAB's Agency & Relations Committee, Greg Stuart, chairman of the committee and principal of New York-based consultancy @webrite, told Advertising Age.

"The idea is to get to the top of the food chain and help [advertisers] understand why this is important to them," Stuart was quoted as saying.

The committee is creating a multimedia presentation, at an estimated cost of $30,000 to $40,000. Time Warner has agreed to help fund the project, Stuart said, and the committee will unveil its presentation at the next IAB board meeting in December.

The IAB is nearly finished polling 300 top advertisers to figure out if they're spending money on the Web and, if not, why, said Jeff Yacker, manager of communications at Web auditing firm BPA Interactive, who is overseeing the survey.