Late Creative Policy
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Introduction
For only 1 in 3 webvertising campaigns correct creative material is delivered 24 hours before the campaign start. This means that at the official delivery deadline - 3 days before the start of a campaign - almost every advertiser, publisher, sales house, media and creative agency is unsure about the actual launch date of the campaign. Internet as an advertising channel becomes more and more popular, leading to less available advertising space. Publishers have greater difficulties postponing campaigns without consequences for other campaigns. Moreover, as new formats (rich media, video,...) and new ad technologies (frequency capping, geo targeting, customized targeting,...) develop the implementation process requires more time and puts more pressure on launch deadlines.
Working together to improve efficiency and professionalism
It’s within the mission of IAB Belgium to improve efficiency and professionalism among the interactive market, including the creation and delivery process of material, but also online media planning, buying, implementation, invoicing, payment,... That’s why IAB Belgium has developed an IAB Toolbox (available online on www.iab-belgium.be) with technical specifications for banners, sales guidelines, a glossary and more recently the “Late Creative Policy”, a set of principles that states the engagements of all parties involved and reminds the most common rules of the IAB Sales Guidelines, developed already in 2001.
The IAB Toolbox, combined with education projects, is designed to help Advertisers, Agencies and Publishers to improve efficiency in webvertising. With the support of all the involved parties and their associations (UBA, UMA, ACC and IAB) we hope to achieve our common goals.
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