IAB Launches Interactive Web Ad Guidelines
The Interactive Advertising Bureau (IAB) has today launched a set of voluntary guidelines to encourage creative agencies, advertisers and media owners to use interactive online adverts.
The “Rich Media Guidelines” are a set of standards covering the use of interactive media and are intended to make it easier for publishers and marketers to use rich media advertising formats to develop stronger brand messages.
The guidelines, which cover three areas including file size, duration and interactive software, apply to banner ads, rectangular and skyscraper formats and two different sized pop-up shapes.
Chairman and chief executive of the IAB, Danny Meadows-Klue, said: “This is about exploiting the new potential of web advertising. Rich media is key to unlocking the new potential of the medium. These new guidelines encourage the adoption of interactivity within ad units.”
The recommendations have been introduced to support the growth of interactive advertising as it broadens its scope to include the possibility of games, datacapture devices and entire retail transactions.
In July the IAB introduced voluntary guidelines for new advertising shapes and interactive formats (see New Formats For Advertising Online).
Internet Advertising Bureau: 020 8683 9667 www.iabuk.net
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