TORONTO, May 27, 2011 /CNW/ - The Interactive Advertising Bureau of
Canada (www.iabcanada.com) today released new Pay-For-Performance Ad Campaign Guidelines, designed to help Publishers, Ad Networks, Advertisers and Agencies
maximize success when conducting direct response campaigns across the
Designed to be used in situations where the goal is to elicit a specific
and immediate action from a user who views the Online ad, Pay-For-Performance (PFP) ad
campaigns have also increased in popularity as recessionary budgets
have challenged marketers to deliver more immediate ROI from their
Online advertising budgets.
The document, which was developed by both IAB Canada's Publisher and
Agency Councils, includes:
Proven practices for creating impactful PFP ad creative;
Factors to consider when adding targeting parameters to PFP campaigns;
Best practices for set-up, tracking and optimization of PFP campaigns
beyond the "click," to conversion events or sales;
Advice for minimizing PFP delivery and reporting discrepancies; and,
A host of additional tips designed to maximize efficiencies within PFP
"The goal in creating IAB Canada's new Pay-For-Performance Ad Guidelines
was simple," says Gino Coutu, Vice-President, Business Development,
Rogers Digital Media and initiator of the project within IAB Canada's
Publisher Council. "Standardize as many elements as possible within the
PFP buying, selling, delivery, tracking and reporting process, so that
professionals on both sides of the PFP equation can concentrate
instead, on innovating around technology, strategy and creative."
Scott Atkinson, Director, Digital Solutions with Media Experts, and a
key contributor on the initiative from IAB Canada's Agency Council,
agrees: "By following the basic rules of engagement detailed within IAB
Canada's new PFP Ad Guidelines, even experienced PFP marketers should
be able to realize enough efficiencies to allow them more time to focus
on the benefits that come from testing and optimizing around ad format,
ad messaging, ad placement and conversion processes."
Download IAB Canada's Pay For Performance Ad Guidelines NOW!
The Interactive Advertising Bureau of Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian
Interactive marketing and advertising industry, and is a not-for-profit
association representing Canada's most well-known and respected
Advertisers, Agencies, Media Companies, Service Associates, Educational
Institutions and Government Associations.
SOURCE Interactive Advertising Bureau of Canada
For further information:
For more information about IAB Canada, contact: Paula Gignac, President, IAB Canada at (416) 598-3400 (ext. 26), or via the Contact Us! form at www.iabcanada.com.