IAB Unveils Standardised Ad Formats

The Internet Advertising Bureau (IAB) has joined forces with the European Interactive Advertising Association (EIAA) to launch the first standardised European online ad formats.

The new standard sizes are designed to increase the efficiency of planning and executing online ad campaigns across Europe.

In order to encourage consistency and transparency the IAB and the EIAA have agreed to create six standard ad formats, which include four formats contained in the IAB’s universal ad package, which was unveiled earlier this year (see IAB Launches Consultation Drive For Bigger Ads).

The new standardised ad formats will also include traditional banner ads, as well as larger skyscraper formats. It is hoped the new formats will help combat the confusion and increased production costs incurred by agencies by time consuming and complex individual formats.

Commenting on the initiative, Danny Meadows-Klue, president of the IAB, said: “This is another watershed in the internet’s commercial development. These core sizes will become available across thousands of European websites giving advertisers the chance to run pan-European campaigns on a scale never before possible.”

Michael Kleindl, chairman of the EIAA, added: “This initiative is a response to continued feedback from the advertiser, planning and buying communities regarding the need for simplified formats as a means to executing more effective campaigns.”

A recent report from DoubleClick revealed the popularity of rich media online advertising has continued to grow as marketers adopt more creative ways of communicating with consumers (see DoubleClick Reveals Growth In Rich Media Ads).

IAB: 020 8683 9557 www.iabuk.net

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