IAB Australia Launches Digital Workflow Guidelines

IAB Australia launches Digital Workflow guidelines 25th July 2012 – Sydney  - – Interactive Advertising Bureau (IAB) Australia today launched its Digital Workflow Guidelines which outline the recommended best practice workflow for digital campaigns. The Guidelines were developed by IAB’s Standards and Guidelines Council with representation from the Media Federation Australia (MFA) and The Communications Council (TCC).

The Digital Workflow Guidelines will be made available to all in the industry via the IAB Australia website.  Resources available include a presentation deck and posters for stakeholders to print and place near their workstations to help reinforce the guidelines on a day to day basis.  It is expected that the Guidelines will be incorporated within various educational courses including those offered by NGen.

The Guidelines will help those involved in the development of digital campaign – from advertisers, through to creative and media agencies as well as publishers – to produce more effective campaigns and to breakdown roadblocks in the campaign process. They highlight the relevant roles and responsibilities of the key stakeholders involved and recommend procedures and timelines to help achieve success.

IAB Australia CEO Paul Fisher said: “Our aim is to create greater efficiencies for digital businesses and to fill the current education gap in all parties involved in the development of digital campaigns.  As digital continues to shift closer to the heart of all advertising campaigns, the Guidelines will provide an essential role overview for those in the offline industry and those who are new or unfamiliar with the digital industry.”

The Digital Workflow guidelines were developed following feedback from the industry.  Council contributors included CBS Interactive, Fairfax Media, Google, Media Federation Australia (MFA), MediaMind, Mi9, Network 10, News Australia Sales, News Digital Media, REA Media, Telstra Advertising Network, The Communications Council (TCC) and Yahoo!7.

IAB’s Standards and Guidelines Council has previously developed the Universal Advertising Package (UAP) guidelines and the Video Advertising standard guidelines in 2011.