Effective March 1, 2008: Online Publishers Set To Enforce IAB Canada's Online Advertising Standard Terms and Conditions (Ts+Cs) and Late Creative Policy



    TORONTO, Feb. 28 /CNW/ - Five months after IAB Canada announced creation
of a Standard Ts+Cs and Late Creative Policy for the Canadian market, the
transition period designed to assist advertisers and agencies in incorporating
the provisions into their day-to-day business practices, is coming to an end.
Canadian Online Publishers will begin to enforce IAB Canada's Standard Ts+Cs
and Late Creative Policy on all Online campaigns booked after March 1, 2008.

    As originally announced in October 2007, and effective on all Online
campaigns booked after March 1, 2008, the key elements of the IAB Canada
Standard Ts+Cs and Late Creative Policy are:

    
    -   Campaign Cancellation Terms: Minimum 10 business day notice of
        cancellation, with a sliding scale of cost implications for less than
        10 business day notice.

    -   Late Creative Deadlines : Standard Banner ads are required to be
        submitted to Online Publishers at least 3 business days prior to
        campaign launch; Rich Media and Video ads are required to be
        submitted to Online Publishers at least 5 business days prior to
        campaign launch. NOTE: If the Advertiser or Agency is using a third-
        party vendor external to the Agency to create or co-serve Rich Media
        or Video ads, these ads should be submitted to the external third-
        party vendor at least 10 business days prior to campaign launch, in
        order to allow for testing and tracking setup at the external vendor.

    -   Responsibility For Space/Impressions: If final, Advertiser-approved,
        fully-functional creative is not received by the Online Publisher
        according to the due dates above, the Advertiser and their Agency are
        still responsible for all media purchased, pursuant to the Insertion
        Order -- or up to the point where campaign has been cancelled -- and
        will be billed accordingly. The Online Publisher does not "owe" the
        Advertiser/Agency any impressions missed while creative is late or
        missing altogether.

    -   Stand-In Creative: While late creative is being developed or
        repaired, the Advertiser has the option to run a "STAND-IN GIF OR JPG
        AD" until the originally-intended creative can be trafficked into the
        purchased space. If the Advertiser/Agency does not supply their own
        "STAND-IN GIF OR JPG AD" -- because the Advertiser still "owns" the
        booked space/impressions (and the Publishers is not allowed to resell
        these) -- in order to make sure the space is filled, the Online
        Publisher can run an IAB-approved, "STAND-IN PSA AD" in its place.

    -   Reporting: The Online Publisher will append proof of campaign
        performance to every invoice, and include results for "STAND-IN GIF
        OR JPG AD" or "STAND-IN PSA AD" creative in their delivery reports,
        within reporting guidelines as outlined in IO.

    -   Billing: The Advertiser and their Agency will be billed for the
        original, full, contracted amount of impressions pursuant to the
        original IO, which may include any or all "STAND-IN GIF OR JPG AD" or
        "STAND-IN PSA AD" impressions, as a result of late creative.

    -   Payment Terms: In concert with all other traditional media, payment
        for Online advertising campaigns is due 30 days from receipt of
        invoice.

    The initiative has widespread industry support. The following is a list of
IAB Canada Member Publishers who have agreed to fully support and enforce the
documents:

    -------------------------------------------------------------------------
    24/7 RealMedia            Microsoft Canada
    -------------------------------------------------------------------------
    The 50Plus Group          Networld Media
    -------------------------------------------------------------------------
    Alliance Atlantis         Now Magazine
    -------------------------------------------------------------------------
    Astral Media Radio
     Interactif               Osprey Internet Media
    -------------------------------------------------------------------------
    Branchez-vous!            Pelmorex Inc. (The Weather Network/Météo Média)
    -------------------------------------------------------------------------
    Canadian Geographic       Radio-Canada.ca
    -------------------------------------------------------------------------
    Canoe Inc.                Rogers Media
    -------------------------------------------------------------------------
    CanWest Media Inc.        St. Joseph's Media
    -------------------------------------------------------------------------
    Casale Media              Standard Interactive
    -------------------------------------------------------------------------
    CHUM Interactive          Sympatico / MSN
    -------------------------------------------------------------------------
    Corus Entertainment Inc.  Torstar Digital, Olive Network, Workopolis
    -------------------------------------------------------------------------
    CTV                       Transcontinental Inc.
    -------------------------------------------------------------------------
    Cyberpresse               Tribal Fusion
    -------------------------------------------------------------------------
    The GlobeandMail.com      TSX.com
    -------------------------------------------------------------------------
    Heavy Canada              Urbacom-Voir.ca
    -------------------------------------------------------------------------
    IT World Canada Inc.      Yahoo! Canada
    -------------------------------------------------------------------------
    

    How will it work?

    "The Terms and Conditions and Late Creative documents are meant to be
used in their entirety, as one document," says Paula Gignac, President of the
Interactive Advertising Bureau of Canada. "Publishers who are relatively new
to the Online Industry are advised to take the document as their own, simple
as that. Those who have well-developed Ts+Cs already are still advised to use
the IAB Standard Ts +Cs and Late Creative documents as the basis of their
Ts+Cs going forward, but can add any additional corporate terms or conditions
not covered in the IAB documents, into an "Appendix B", following the
"Appendix A: Late Creative Policy."

    What's the net result?

    "This is a balanced and fair document for all sides," says Dawna
Henderson, President and CEO of the henderson bas agency and VP of IAB
Canada's Agency Council. "The Agency/Publisher co-brokered Standard Ts+Cs and
Late Creative Policy will create a uniform best practice that ensures
Advertiser, Agency and Publisher resources are focused back where they need to
be -- on developing great campaigns and creative -- and not on executional
logistics."

    The IAB Canada Standard Terms and Conditions, including the Late Creative
Policy can be downloaded from the Standards area at:
http://www.iabcanada.com/standards/terms_and_conditions.shtml.

    An Annotated version of the Ts+Cs including the Late Creative Policy --
that explains paragraph by paragraph what's being agreed to and by who -- is
also available in the Standards area at
http://www.iabcanada.com/standards/terms_and_conditions.shtml.

    NOTE: Annotated versions of the document are for educational purposes
    only.





For further information:

For further information: Paula Gignac, President, Interactive
Advertising Bureau of Canada, (416) 845-6994,
www.iabcanada.com/iab_can/contact_form.shtml

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