New Formats For Advertising Online

The Interactive Advertising Bureau (IAB) has endorsed guidelines for eight new advertising formats to enable advertisers to create more interactive online adverts and develop stronger brand messages.

Three vertical ‘skyscraper’ spaces and five high-impact large rectangular spaces will join the list of recommended shapes and sizes already in place for banners. The new larger ad formats are, according to a recent IAB survey, 25% more effective in lifting key brand metrics such as brand awareness and message association even at one exposure.

Chairman of the IAB UK, Danny Meadows-Klue, said: “This agreement is a major step in the industry’s evolution and the strength of the research is overwhelming. Banners build brands- we’ve always known this. The evidence of last weeks studies already prove the brand effectiveness of the new shapes and sizes. The era of just counting click through is dead.”

The new shapes are the result of a six month industry consultation period in which advertisers and their agencies explored how to use the internet more effectively.

Meadows-Klue added: “The shapes and sizes give advertisers more flexibility and creativity to build their brands using web advertising. As an industry media owners and agencies must embrace these new formats and page implementation methods as complementary tool for reaching traditional brand marketing objectives.”

Internet Advertising Bureau: 020 8683 9667 www.iabuk.net

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