IAB Releases Guideline for Social Advertising

IAB, Interactive Advertising Bureau, has released some of the most important guidelines for the world current meme. Social media is growing with out any cease, providing us with a combination of outreach, relationships outbound, and relevance in content & among people, the executive summary to the guidelines document is splited into these three factors:

    • Outreach: Social media has overtaken email as the most popular consumer activity, according to a recent Nielsen study. Importantly, consumer growth is coming from an older demographic than social media’s historical base; for example, Facebook’s strongest growth is coming from 35-49 year-olds, adding twice as many 50-64-year-olds as opposed to those under 18. (Nielsen “Global Faces and Networked Places,” March 9, 2009; MediaPost Blogs Research Brief, “Social Networking Is No Respecter of Age,” March 18, 2009.)
    • Relationship outbound: Social media’s strength is in the personal connections it enables, the peer-to-peer contact, providing reasons for consumers to visit regularly and for extended periods of time.
    • Relevance in content & among people: Consumers are extremely engaged with the content and connections that their friends are creating because of its personal relevance.

Marketers are looking to maximize the effectiveness of this new medium and are developing social advertising that heightens relevance and engagement through the use of profile data within the ad units themselves, as well as the use of social graph data to target ads.

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These Best Practices mentioned in the document are intended to help protect consumer privacy, ensure transparency for what and how data is being used, and to define consumer permissions. The purpose of this document is to provide best practices that illustrate, inform, and facilitate greater adoption of the medium by defining creative components, data usage, consumer control, and privacy guidelines and by providing social advertising examples.

Target Audience: This document is intended for social networks, publishers, ad agencies, marketers, and service providers delivering social advertising. These best practices were developed via a thorough examination of the critical consumer, media and advertiser issues to help social media further realize its advertising potential.

Social Advertising Best Practices – May 2009

This document was produced by The User-Generated Content & Social Media Committee of the IAB a comprised group of over 150 member companies dedicated to helping develop and expand the user-generated content space as a viable advertising platform. The committee works to educate marketers and agencies on the strength of user-generated content and social media as a marketing vehicle.

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Tarek is the founder and chief researcher at Youngberry, a youth research and marketing firm dedicated to the region. Tarek founded interactiveME.com and previously worked as Manager at Flip Media (Interactive Agency), Bayt.com (Job Site) and Consulting House Qatar (Consulting firm). He is researcher and writer on internet & disruptive innovation, entrepreneurship, and youth culture.