The body has worked with a number of digital agencies to produce the work, which starts in December and runs for six weeks, across ad inventory donated by UK media owners such as Yahoo!, MSN, AOL, Tiscali, Lycos and Haymarket, which publishes Revolution.
It follows an integrated campaign, which has run since January and includes ads from above-the-line agency Masius, a series of marketing guides and training. The push is estimated to be worth a "decent six-figure sum", according to the IAB.
The work uses two creative campaigns produced in collaboration with agencies Wheel, Profero and glue London.
The first campaign features an animated 'cinema countdown' screen and pop-up pink bunny to promote the internet's ability to maintain users' attention.
The second push uses java to read users' computer clocks and serve three different executions depending on the time. In the morning, users are asked if they fancy a coffee, a tea or a chocolate chip cookie. Then, after lunch, the ad asks if they'd rather be somewhere sunny. On Friday afternoons, it opts for 'Nearly beer o'clock - something for the weekend?', with images of beer and condoms.
Both executions drive users to the IAB site (www.iabuk.net).
Danny Meadows-Klue, IAB UK CEO, who announced his departure from the organisation last month, said: "It's about winning the hearts and minds of the marketing community as part of a bigger vision to show the potential of online advertising."
See vox pop, p22.
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