Online media owners have hit out at advertisers and their agencies for failing to assign talented and experienced staff to internet advertising.

The Interactive Advertising Bureau, which represents media owners, is calling on marketeers and media planners to take the internet more seriously and has launched a 10-point action plan designed to improve the standards of online advertising.

"As marketeers look for greater accountability across all their media channels, the time is right to move the most experienced planners across to online media," said Danny Meadows-Klue, the IAB's chief executive.

"If agencies assign their most talented and experienced professionals to look more closely at what online has to offer, creativity will make another giant leap forward," he added.

Many in the industry have complained agencies assign their most junior members of staff to online advertising, a trend that has prevented the internet from developing as advertising medium.

The action plan - which builds on six months of research - is part of the IAB's drive to increase online media's share of the advertising cake.

The IAB is also campaigning for better use of permission-based email, improved creativity, a more extensive use of rich media, improved audience measurement and clear online auditing procedures.