Ken Mandel (pictured), the recently appointed IAB chairman and also vice-president and managing director, Yahoo Southeast Asia, describes several challenges that are hindering the local digital market, which include “fragmentation, cross-media inertia, limited expertise and talent pool, a conservative culture and protectionism”.
The IAB has developed strategies on how it intends to meet its targets which are 'engagement' (“showcasing to CMOs, agencies, and other marketing influencers interactive media’s ability to develop and deliver compelling and relevant communications to the right audiences in the right context”).
The IAB will also aim for 'accountability', which is to “establish guidelines and highlight practices that reinforce interactive advertising’s ability to target and measure audiences”, and “operational effectiveness”, which is improving members’ ability “to serve their customers and build value of their business by reducing structural friction within and between media companies and advertising buyers”.
Other sustained initiatives being mooted include events such as annual meetings, leadership forums and marketing activities to enhance relationships with agencies. Industry services which will cover training, research and education, as well as standards and guidelines development, supply chain standardization and vendor audits.
