The Interactive Advertising Bureau (IAB) today announced the launch of a new integrated interactive branding campaign.

The tagline of the campaign "Media More Engaging" focuses on how interactive advertising combines three crucial campaign elements: audience, experience and effectiveness.

The IAB says the first batch of integrated campaigns will appear in online and print publications like Adweek Magazines and Advertising Age. The campaign was developed by Brand New World.

"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. 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," says Sheryl Draizen, SVP and general manager, IAB.

For more insight on integration and agencies read "Top 5 Integrated Agencies".