Canadian Internet Advertising 2000: A Message for the Medium
March 2000
Presented by: Internet Advertising Bureau of Canada
Message from the Board
Internet advertising is a relatively recent phenomenon. Its rapid proliferation and its ability to evolve new and powerful communications tools are unprecedented.
By December of 1997, a number of concerned advertisers, advertising agencies and Web publishers had begun discussing two issues. The first was the enormous impact of the Internet this medium will have on communications and interactions between businesses and their customers. The second was the urgent need to form a body committed to the development and support of a distinctly Canadian online advertising industry. The result of these discussions was IAB Canada.
In its two years of existence, this non-profit, volunteer organization has:
- acted as the collective voice of companies buying and selling advertising in Internet-based media;
- initiated a respected semi-annual survey to measure the size of the Internet advertising industry;
- provided advertisers and marketers with a forum for evaluating and shaping the direction of the Internet advertising industry in Canada, including a popular annual conference;
- spearheaded the introduction of standards to be shared by Internet publishers;
- provided an industry-wide view of key developments in Internet advertising and interactive media;
- promoted the value and effectiveness of Internet advertising to advertisers and advertising agencies; and
- served as an educational resource through which advertisers and marketers can further their Internet knowledge and gain a competitive edge in the marketplace.
As part of its ongoing effort to help businesses of all kinds better understand the Internet advertising industry, IAB Canada commissioned MultiMediator Strategy Group Inc. (MMSG) to prepare a report assessing the current "state of the industry". In particular, IAB Canada asked MMSG to provide a snapshot of the industry as it now stands; and to assess the challenges and opportunities facing the industry.
MMSG is a Toronto-based firm that specializes in Internet marketing strategy, industry research and policy analysis. The company's principals have been active in the area of Internet business since its inception. They bring to this report their collective experience working with new media business, in real time, as well as a distinctly Canadian perspective.
In the course of preparing this document, MMSG reviewed most of the currently available literature on the subjects of e-commerce and Internet advertising in Canada and the United States. They also drew on their own studies and experiences, and on the experiences of IAB Canada's board.
The enclosed document is a starting point for meaningful dialogue about the future of the Internet advertising industry in Canada and the role of IAB Canada within that industry.
As it prepares for the future, IAB Canada invites feedback on this report. Based on this report and the responses to it, IAB Canada will set an agenda and develop priorities to encourage the development of this new and exciting industry.
Click here to read the Executive Summary.
Click here to download the Report.
