In order to better understand and advance the digital advertising in the market, the Interactive Advertising Bureau Southeast Asia, Singapore Chapter (IAB Singapore) has launched three IAB Industry Committees focusing on the areas of Research & Insights, Education & Training, and Creative. These three are expected to serve as the pillar for the organization’s key initiatives and programs for 2012/2013. These Committees will further focus on issues that are critical to develop the talent for digital advertising.
Announcing this at the inaugural IAB Singapore Insights Session, Ranji David, Executive Director, IAB Singapore, said, “There was a common consensus across the industry that these three areas needed addressing. First, there was a dearth of data or ‘proof-points’ required to support digital decision making. Secondly, the lack of qualified, skilled digital talent presented a challenge to digital business eager to expand their teams. Last but not least, the creative piece was very rarely talked about, let alone celebrated or curated.”
To tackle this, the IAB has developed a ‘4-Point Plan’ to educate, enable, inspire and elevate the industry. “There is a complimentary, synergetic relationship across the three Committees and the role each one plays in uplifting the industry and the talent within. The aim is to provide talent with a solid education that builds specialist skills atop a foundation of digital fundamentals, enable data-informed decisions based on solid interactive insights, and inspire through a showcase of great creative ideas. We believe this will not only elevate the quality of Digital Advertising in the market, but also see an increased confidence in interactive communication that will ultimately lead to an increase in Online Advertising Spend,” explained Loren Shuster, Country Director, Singapore & Emerging Markets, Google, and Chairman, IAB Singapore.
Each Committee is expected to champion industry initiatives across specific areas of interest, develop subject matter expertise within a defined scope, and drive thought leadership, as defined by the Individual Committee Head. “Once that person is appointed to the role by the IAB Singapore Leadership Council, it’s up to him or her to develop a charter that the entire committee can stand behind and support. It’s all about initiatives developed by the industry, for the industry,” said David.
David Jeffs, head of Research & Insights, Yahoo! Southeast Asia & India, has been appointed as head of Research & Insights; Jason Kuperman, VP, Omnicom Digital (APIMA)-Omnicom Group will lead Education & Training as head of the committee; and David Brown, regional digital director-APAC, Iris Worldwide will lead the Creative committee.