IAB Canada Announces Online Advertising Standard Terms and Conditions (Ts+Cs) and Late Creative Policy



    TORONTO, Oct. 1 /CNW/ - For over a year, the Interactive Advertising
Bureau of Canada (IAB), has worked with its Agency and Publisher members to
develop a set of Standard Terms and Conditions (Ts+Cs) and Late Creative
Policy designed to help Advertisers, Agencies and Publishers increase
efficiencies in Online media planning, buying, implementation, invoicing and
payment.
    Traditional media such as TV, Newspapers, Magazines, Radio and Out of
Home have a long history of established Terms and Conditions including fixed
invoicing and payment dates, as well as Late Creative policies.
    While the Online advertising industry in Canada is just over 10 years
old, Canadian Online advertising revenue surpassed the $1billion mark in 2006,
and is slated to continue to grow by leaps and bounds over the next few years.
As more and more Advertisers have moved greater portions of their marketing
budgets to the Web, and altogether new Advertisers have entered the space --
resources for both Publisher and Agency stakeholders have become strained.
And, because new ad formats (including Rich Media and Video), and new ad
technologies (including frequency capping, geo-targeting and behavioural
targeting), have added to the process of testing, trafficking, reporting and
invoicing for Online campaigns - a new framework for managing the process was
required.
    "Previous to the development of the IAB Canada Standard Terms and
Conditions and Late Creative Policy, Canadian Online Publishers have each used
their own individual Ts+Cs to attempt to solve the problem, and outline who
did what in the process, but with inconsistent application and adherence,"
says Frank Duyvelshoff, Director of Business Development for Corus
Entertainment Inc., and VP of IAB Canada's Publisher Council. "A consistent
protocol that lined up to U.S. and U.K. IAB standards as closely as possible,
while still respecting Canadian market differences and capabilities was also
needed."

    
    Key Elements of new Agency/Publisher-brokered 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 to create or co-serve Rich Media or Video ads, these ads should
       be submitted to third-party vendor at least 10 business days prior to
       campaign launch, in order to allow for testing and tracking setup at
       the 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 the 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.

    -  Effective Date: While Online Publishers can immediately use the IAB
       Canada Standard Ts+Cs and Late Creative document in their day-to-day
       business practices, in order to allow Advertisers and Agencies time to
       adjust their processes and procedures, the IAB Canada Late Creative
       Policy within the document, will not come into full effect until
       March 1, 2008. During the interim period between the IAB Canada
       announcement of the Ts+Cs and Late Creative Policy and the actual date
       the Late Creative Policy comes into effect - just over five months -
       Online Publishers (at their own discretion), will monitor and report
       to Advertisers and their Agencies on "costs" (in terms of lost
       impressions and lost campaign dollars), that would have been incurred
       from creative that arrives late during the five-month "adjustment"
       period.

    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                       IT World Canada Inc.
    -------------------------------------------------------------------------
    The 50Plus Group                     Microsoft Canada
    -------------------------------------------------------------------------
    Alliance Atlantis                    Networld Media
    -------------------------------------------------------------------------
    Astral Media Radio Interactif        Now Magazine
    -------------------------------------------------------------------------
    Branchez-vous!                       Osprey Internet Media
    -------------------------------------------------------------------------
    Canadian Geographic                  Pelmorex Inc. (The Weather
                                         Network/Météo Média)
    -------------------------------------------------------------------------
    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                         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: www.iabcanada.com.

    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 www.iabcanada.com.

    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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