IAB Launches Consultation Drive For Bigger Ads
The Internet Advertising Bureau (IAB) is launching a consultation process in order to seek industry approval for a range of larger ad formats.
Every two years the IAB undertakes a consultation with the industry to negotiate standard sizes and shapes for internet advertising in order to support the evolution of online advertising.
Danny Meadows-Klue, chairman of the IAB, commented: “The internet’s continued rapid growth is not just in audiences but in the range of tools marketers use to reach them, As the industry continues to evolve, we want to develop our ad formats to respond to marketers’ new needs.”
The IAB will consult with media owners and digital agencies over a range of new larger ad formats, including a 160 by 600 Skyscraper format.
Setting standardised ad formats for online advertising has proved to be an emotive issue in the past and formats such as pop-ups and banner ads have provoked strong reactions in consumers and throughout the industry. In order to tackle the problem effectively the IAB will be taking a separate consultation on rich media formats such as pop-ups and the initial consultation will focus only on static formats.
The IAB believe the new larger formats, which have been adopted in the US, will help print and TV advertisers experiment with internet advertising.
The drive to gain a consensus on ad formats is part of the IAB’s continued drive for standardisation throughout the online ad market in order to simplify the industry and forge a greater understanding of the medium.
Charlie Dobres, chief executive of i-Level, commented: “In 1996 the IAB led the first ever standardisation of creative formats in the UK. This was a vital factor in the early growth of online advertising and since then regular reviews have taken place. But we are now entering into a particularly significant growth period for online so it is the right time for this kin of review of high impact formats. Advertisers must feel confident that their increasing requirement to use online to build awareness can be universally and easily met.”
The IAB’s Ad Size Committee introduced the range of new larger sized formats late last year (see IAB Promotes New Large Ad Formats). Last year the IAB unveiled a wide-ranging plan which aims to double the size of the online advertising market in two years (see IAB Plans To Double Internet Ad Spend In Two Years).
IAB: 020 8683 9557 www.iabuk.net
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