Background
The Internet Advertising Bureau (IAB) is the trade association for online advertising and was founded in 1997. With over 150 members, it is run for the leading media owners and agencies in the UK Internet industry.
The IAB’s ambition is to help advertisers find the best role for online advertising, and to engage their customers and build their brands.
The Challenge
The IAB wanted a professional website that would put online advertising on the agenda of every marketer in the UK. They felt their site lacked the ‘wow’ factor and needed to be redesigned to be consistent with their new brand attributes: knowledgeable, friendly, confident and helpful. They also wanted to refine the site structure to reflect their two major audiences – Advertisers and Members.
On a practical level, the IAB also wanted to have complete control over their website so needed a Content Management System (CMS) that would allow for organic growth.
Our Solution
Red Snapper gave the site a more sophisticated feel and added the ‘wow’ factor with a redesign that educates, inspires and engages the user. The huge amount of information on the site is organised in a more intuitive and user-friendly fashion without compromising on the overall feel that is rich, interactive and entertaining. Red Snapper’s Content Management System, Builder, was used to give IAB control over their site, allowing them to update all areas in-house – keeping it fresh and current.
IAB’s primary purpose is to educate users, so we put their target audience first by creating a distinct members area where registered users can access helpful industry information. Taxonomy was used to enable site editors to tag website content by multiple subject types, making the membership area easily searchable.