DISCUS ADOPTS NEW INTERET ADVERTISING GUIDELINES
In an important development, DISCUS has issued a new industry-wide buying guideline for placing online ads and marketing materials on third party websites to meet the industry’s 70% 21 years of age and older demographic standard. The guidelines go into effect Jan. 1, 2008.
In all, the guidelines dictate which demographic measurement tools are appropriate, including syndicated data sources, independent demographic surveys and website “register user” databases are. As with other media, the guideline also requires the use of post audits and corrective measures for future placements if an audit indicates the placement did not meet the 70% 21 years of age and older demographic standard.
The new guideline will apply to all paid and unpaid placements under the control of the advertiser including ads on third-party websites, video advertisements, audio mentions, internet banners, pop-ups, sponsorships, user-generated content (including blogs) and “limited edition” websites.
To view the guidelines in entirety, click here.
In all, the guidelines dictate which demographic measurement tools are appropriate, including syndicated data sources, independent demographic surveys and website “register user” databases are. As with other media, the guideline also requires the use of post audits and corrective measures for future placements if an audit indicates the placement did not meet the 70% 21 years of age and older demographic standard.
The new guideline will apply to all paid and unpaid placements under the control of the advertiser including ads on third-party websites, video advertisements, audio mentions, internet banners, pop-ups, sponsorships, user-generated content (including blogs) and “limited edition” websites.
To view the guidelines in entirety, click here.
posted at 12:29 PM
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