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The Interactive Advertising Bureau (IAB) this week announced the launch of a new integrated interactive branding campaign - featuring the tagline "Media More Engaging" - intended to promote interactive advertising.

Touting interactive as the only medium able to reach the right customers, engage them in an immersive brand experience and then measure the effectiveness of the dollars spent, the IAB's integrated campaign will break in online and print publications, the IAB said. The campaign was developed by Brand New World after extensive research among senior-level marketers and advertising agency executives.

The campaign, which primarily targets brand managers and marketing executives, with agency professionals as a secondary target, invites people to visit a microsite designed to provide marketers and agencies with an interactive advertising primer across all platforms, including digital video, display, email, gaming, lead generation, local, mobile and search.

"As marketers continue to embrace and allocate additional dollars to all forms of interactive, it is important that we clearly articulate and showcase the true power of the medium," said Sheryl Draizen, SVP and general manager of IAB.

"Our goal in developing an overarching positioning and theme for the interactive advertising industry was to find a way to communicate all the diverse capabilities and benefits of interactive under one umbrella."

Luntz Maslansky Strategic Research, a messaging specialist, was hired by the IAB to understand how to effectively and consistently communicate the positioning of interactive to marketers and agencies.

Media Contacts, the global interactive media network of Havas Media, agreed to do all the media planning, buying and trafficking pro-bono for the IAB on this campaign.