IPA and APA launch industry’s first framework for interactive ad design
The Institute of Practitioners in Advertising (IPA) and Advertising Producers Association (APA) have launched the first set of industry guidelines for interactive advertising design development.
The framework, called ‘IPA/APA Interactive Framework for Producing Interactive Projects in Advertising’, has been created to provide the industry with a solid foundation of guidelines on the production process of interactive work from the initial brief through to maintenance of the final project.
The framework, compiled over the past 18 months by a team of digital specialists drawn from both agencies and production companies, is similar in structure to the 1987 Pliatsky recommendations for making TV ads.
It is the result of 18 months’ work by a team of digital specialists drawn from both agencies and production companies.
Director for media affairs at the IPA Geoff Russell said: “It is difficult to overestimate the importance of the Pliatsky Report to the smooth working of the TV commercial production industry. Generations of TV producers who have never heard of its recommendations have followed and still work to its guidelines. We are hoping that the IPA/APA Interactive Framework will be just as important and as useful for interactive projects in advertising.”
Advertising Producers Association CEO Steve Davies said the launch of the guidelines marks a “great moment” in interactive advertising, adding that it establishes “a solid foundation for great work in interactive, in the same way the TV contract had been for TV production”.
The guidelines will be available to download for free from the APA and IPA websites later today.
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