The Origin of IAMA
In April, 2005, executives from 11 online advertising and media companies in Taiwan gathered to exchange views of the industry and discuss the future development. Taiwan’s internet advertising industry had been in the market for over a decade. During the years, the industry experienced continual changes brought about by its expanding scales, advancing technologies, widespread network access, and an increasing number of broadband-network users. In particular, internet advertising formats had evolved from Gif animations to Rich Media formats and further to state-of-the-art broadband, multi-media, online commercials. Pay per click (PPC) models, such as search marketing and keyword advertising, gained popularity very quickly as well.
Taiwan’s ever-changing and fast-growing internet advertising industry, however, gave rise to inconsistent standards and practices, causing problems to the industry. As the industry grew rapidly, complications arose from diversified online advertising and media practices, such as advertising formats, sizes, technologies, measurement methods and standards, media surveys, and advertising tools. This market disorder confused clients and hence demotivated their investment, affecting the industry as a whole.
Take the US as an example. The Internet Advertising Bureau (IAB) was founded as early as in 1996. Serving as a platform for industrial coordination, the IAB recommends standards of norms, formats and measurement methods. It also researches into the markets, studies types of advertisements, and organizes conferences. Through its functional working groups, the Bureau keeps monitoring and leading the industry with an aim to support long-term industrial development. In addition, in association with the global leading consulting firm PricewaterhouseCoopers (PwC), the institute conducts quarterly surveys of US’s internet advertising market and publicizes analyses and market-share information. So far, the IAB has expanded its branches to 22 countries all over the world.
On the contrary, however, Taiwan’s internet advertising industry failed to reach a consensus on establishing an institute for the industry for a long period of time. There were no associations or IAB branches in Taiwan that could serve as a platform for exchanges or could help to set norms and measurement standards. Thus, over time, the industry suffered from a chaotic market where standards were anarchic and competitions were unhealthy. Compared to industrial development in neighboring countries, in which internet advertising business started late yet growing fast, Taiwan’s internet advertisers became concerned over the future of the industry.
Therefore, to address above-mentioned issues, 11 companies from Taiwan’s internet advertising industry decided to form the Taipei Internet Advertising and Media Association (IAMA) in 2005. IAMA carries the responsibility to establish a common ground for developing standards and facilitating a well-organized market that could benefit clients, media agencies, online marketing firms, as well as internet media companies.
About IAMA
Taipei Internet Advertising and Media Association (IAMA), founded in 2005 by Michael Chang, Chief Digital Officer of Aegis Media Group (based in Taiwan and China), is a non-governmental association covering most of internet advertisers and media companies in Taiwan, wielding great influence over Taiwan’s internet advertising industry. Up to 2010, the IAMA has attracted 58 corporate members and five individual members, growing from 26 corporate members and one individual member when charted. Members of IAMA come from a diversified range of successful businesses, including media companies, advertising agencies, and advertising purchasers. The professional nature of the membership is always widely credited.
Taipei Internet Advertising and Media Association (IAMA) devotes itself to establish a favorable environment for Taiwan’s internet advertising market. IAMA aims to find opportunities for companies and assists clients to utilize better digital marketing synergies. The Association leverages collective expertise and experiences to promote the value of internet advertising and media, explore market dimensions, and facilitate exchanges within the industry as well as inter-industrial and international communications.
To encourage member participation and foster more cooperation opportunities, under the Board and Chairman, IAMA structured with three functional divisions: the Administrative and Planning Division, the Public Relation and Promotion Division, and the Industrial Development Division. In the Industrial Development Division there are three further sub-teams dedicated to specific business domains: the Online Media Team, the Digital Advertising Agency Team, and the Media Purchaser Team. Members are welcomed to apply for joining any of the sub-teams.
Division Leader
Works and Functions
Administrative and Planning Division Stephanie Chu, Managing Director
Industrial development research; domestic and international cooperation plans; administrative affairs, including membership management, financial, Annual Meeting, monthly Board of Directors and Supervisors meeting, , contact and communication, , and projects in collaboration with the Public Relation and Promotion Division
Public Relation and Promotion Division Jason Yang,
Managing Director
Media contact; press release; planning and supporting exhibitions, lectures, and conferences; socializing and entertaining activities; sponsorship coordination; Annual Meeting preparation in collaboration with the Administrative and Planning Division
Industrial Development Division
Website Media Team
Digital Advertising Agency Team
Media Purchasers Team Jamy Lin Director
Mouse shih, Director
Roi Chang, Director
Industrial development issues and projects
Currently IAMA has 13 directors and 3 supervisors as the Board and led by Chairman, James Wu. The fonder Michael Chang is nominated as Honorary Chairman. While IAMA keeps moving forward with full support from its members, in order to contribute more to Taiwan’s internet advertising industry, we closely engage in exchanging and collaborating with the Association of Accredited Advertising Agents of Taipei (4A), International Advertising Association (IAA Taipei), Taipei Association of Advertising Agencies (TAAA), and Media Agency Association (MAA).
- Address: 21F., No.161, Songde Rd., Xinyi Dist., Taipei City 11085, Taiwan
- Telephone number: +886-2-7718-0056
- Fax number: +886-2-2727-9598
- General Manager: Peggy Wang(email: pw@iama.org.tw)
- Secretary: Joy Lien (email: st@iama.org.tw )
- Website: http://www.iama.org.tw
