IAB Promotes New Large Ad Formats

The Interactive Advertising Bureau’s (IAB) Ad Size Committee has introduced a range of new larger sized formats as part of its initiative to simplify the planning and buying process.

The Ad Size Committee, whose members include MSN, AOL Time Warner and Yahoo, has created the new larger ad sizes, in order to provide more choice for advertisers. The IAB’s universal ad package aims to allow advertisers to reach the majority of each publisher’s audience with one set of creative ad formats.

Adam Gerber, chairman of the American Advertising Association, commented: “The work of the IAB’s Ad Size Committee is evidence that interactive publishers are listening and responding to the needs of advertising agencies. The universal ad package will result in a stronger, more unified creative palette – and will make it simple to reach a majority of the internet audience.”

He added: “With this great first step, we encourage the publishing community to quickly evolve these standards to also address rich media, streaming, and broadband specifications, as well improved placement and ad/edit guidelines.”

Internet sites including AOL, MSN, Yahoo! and iVillage have already agreed to offer the new unit and universal ad package in an attempt to increase the efficiency of their online media buying and planning

Last month 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 9667 www.iabuk.net

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