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IPA secures mobile and web ad moratorium.(Institute of Practitioners in Advertising)(Brief article)
The IPA is proposing a 12-month grace period to let advertisers run spots on mobile and internet television without being charged by third-party rights owners, such as music publishers and actors.
The moratorium would apply to television programming simultaneously broadcast on mobile phones and the internet and would run for a year, starting this month. It will allow current ads to be run without additional charge to advertisers.
The move will give the industry the chance to develop measurement systems to calculate the additional exposure of advertising on other media and a proper evaluation of take up. At present, audiences for mobile and internet television are small, and the IPA hopes the moratorium will help sustain the running of commercials on these media.
'It is in everyone's interest that the new ...
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