Paid Inclusion

July 13, 2004

Online ads look set to get bigger, literally, after four new standard formats proposed by the Interactive Advertising Bureau (IAB) were approved by the industry.

The new Universal Ad Package, proposed by the IAB last December, includes a wide-length banner that spans the top of a page; a skyscraper set off to the right or left; a large square box set in the middle of a Web page; and a smaller square unit.

Each can display 15-second animations.

The IAB said the four formats, which are significantly larger than those it previously backed, were designed in response to advertiser demand for more standard online advertising guidelines, as with TV or print.

This will enable greater consistency with online ads regardless of where they are published on the web.

IAB claims that advertisers can expect to reach about 51% of a web publisher's audience if the publisher supports the four ads.

Buyers can identify IAB member UAP compliant sites by the UAP Compliance Seal.

A number of key IAB members have agreed to implement the four ad sizes in 12 to 18 months, including AOL, New York Times Digital, Yahoo! and MSN, with 16 of them already compliant.

The UAP was approved unchanged after a four-month review by agencies, advertisers and online publishers in the industry.

IAB said the initial four sizes were chosen based on customer feedback, extensive usability studies and brand and traditional click performance tests.

Source: Net Imperative