Brad Down

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.


About the Interactive Advertising Bureau

 The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.

IAB Australia’s board includes representatives of AIMIA, APN News & Media,, Fairfax Media, Network Ten, News Digital Media, ninemsn, REA Group, Telstra Advertising Network, TressCox Lawyers and Yahoo!7.  It has four objectives:

  • To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
  • To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
  • To be the primary advocate for the interactive marketing and advertising industry
  • To expand the breadth and depth of IAB membership while increasing direct value to members

For further information about IAB Australia please visit:

For more editorial information please contact:

Pru Quinlan or Corinne Cowlishaw

Einsteinz Communications

T: (02) 8905 0995




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Brad Down Burst SMS Brad Down
Company: Burst SMS
Position: Head of Innovation
17 years experience in web design and usability, advertising, marketing and graphic design. Morphing into mobile marketing and SMS expert. Multi skilled, creative and passionate. My goal is to make the web easier to use and more useful for everybody. Specialties: Mobile Marketing, SMS Marketing, Enterprise SMS Solutions Read Brad's full bio

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