The IAB Issues Revised Ad Unit and Rich Media Creative Guidelines for
Public Comment
Fostering Ongoing Standardization and Innovation in the Online
Industry
NEW YORK (Business Wire EON) May 8, 2008 --
The Interactive Advertising Bureau (IAB) today announced the release of
a set of Revised Ad Unit and Rich Media Creative Guidelines. These
revised guidelines will help to eliminate points of friction in the
online ad buying process while fostering continued innovation in the
interactive advertising industry. The proposed guidelines will:
-
Cover standard Web applications including e-mail, static and dynamic
Web pages and address ad formats such as banners and buttons as well
as transitional and various over-the-page units such as floating ads,
page take-overs and tear-backs.
-
Redefine rich media so that ads must be interactive aside from the
ability to click-through in order to be categorized as rich media.
-
Offer clear guidance on file weights and animation lengths for both
rich and non-rich media online ads.
“Marketers understand that in the new digital
ecosystem, the consumer expects an enhanced level of interaction and
engagement with both content and advertising,”
said Randall Rothenberg, President and CEO of the IAB. “By
defining certain ad formats and offering creative guidance for
execution, we are paving the way for even greater adoption by marketers
and ongoing innovation by agencies and publishers—that’s
exciting for the industry and consumers.”
“The IAB Rich Media and Ad Unit Guidelines are
vital to developing consistency within our industry, as well as
fostering relationships between publishers and clients in regards to
creative submission and creative acceptance,”
said Shell Saras, Creative Services Manager, weather.com. “As
an industry, if we focus on adhering to initiatives like these
guidelines, marketers and clients will have a creative specification
resource that is consistently accepted by major participating publishers.”
Members of the industry (advertising agencies, advertisers, online
publishers and technology vendors) are encouraged to read the proposed
guidelines and submit comments on the IAB site.
After the 30-day comment period, the feedback will be reviewed and the
guidelines will be finalized and publicly released.
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (www.iab.net)
represents over 375 leading interactive companies that actively engage
in and support the sale of interactive advertising. IAB members are
responsible for selling over 86% of online advertising in the United
States. On behalf of its members, the IAB is dedicated to the continuing
growth of the interactive advertising marketplace, of interactive’s
share of total marketing spend, and of its members’
share of total marketing spend. The IAB evaluates and recommends
standards and practices, fields interactive effectiveness research, and
educates marketers, agencies, and media companies, as well as the wider
business community, about the value of interactive advertising
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