Interactive Advertising Bureau
20 November 2019

IAB Spain launches the first Influencers Marketing White Paper

  • The White Paper defines new influencer marketing ecosystem and establishes the structure of an influence marketing strategy

Madrid, November 2019. IAB Spain has presented the first Influencers Marketing White Paper, developed by the IAB Spain Influencers Committee.

The sector of Influencer Marketing is growing and generates too much interest for advertisers and makes it controversial between sell site and buy side. For this reason, and with the aim of professionalize the sector and improving the credibility, transparency and efficiency of the sector, IAB Spain has presented the Influencers Marketing White Paper. A guide that aims to unify criteria when defining advertising formats, pricing and legal aspects.

This first Influencers Marketing White Paper is based of the accelerating of the economic growth of digital advertising because the guide brings to advertisers closer to this sector, understanding the challenges and important developments that have taken.

The Influencers Marketing White Paper defines the ecosystem of influencer marketing, introduces the main stakeholders of the influencers ecosystem, determines the operating structure of an influencers marketing campaign and standardizes of the main metrics.

Influencer marketing is a new sector and has a complex business model. That's the reason that White Paper provide guidelines about how it works and a code of best practices in general, and a breakdown for briefing, proposal and negotiation/agreement and sets out legal requirement that influencers should know before launching their campaigns. These best practices have to be implemented to improve the quality, reliability, transparency and efficiency of influencers marketing campaign.

The document gives particular emphasis to the interaction of influencers with intellectual property rights and indicates that influencers takes differing forms such as autor, interpreter or participant. The paper also refers to the problems associated to perpetual transfer of rights, and to tax obligations resulting from this type of operations.

Blanca Formariz, President of the Influencers Committee of IAB Spain, highlights the role of this Committee to impulse this trend sector. Blanca emphasizes that “the experience of those who integrate the Committee provides the basics for establishing a influencers campaign and is doing a good and essential job in order to continue promoting long term relationships between advertisers and influencers”.

The document has been prepared by the working group of the Influencers Committee, made up of the associated companies: 2btube, Animal Maker, Antevenio, BBVA, Binfluencer, Go Talents, GroupM, Havas Media, Isobar, Keeper Experience, nPeople, Publicis, Reech, Social Publi y Vizz.

For more information contact:

Teresa García
Communication IAB Spain
91 402 76 99  / 680.578.607

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