IAB Issues Ad Standards

NEW YORK The Interactive Advertising Bureau Tuesday unveiled a Universal Ad Package that is intended to ease and improve the efficiency of planning, buying and creating online media. It was designed in response to advertiser demand for more standard online ad guidelines.

The ad package is made up of four ad sizes: the 728 x 90 Interactive Messaging Unit (IMU); the 160 x 600 wide skyscraper, which like the 728 x 90 unit, is meant to sit on the perimeter of the page; and the 180 x 150 rectangle and 300 x 250 medium rectangle that feature similar proportions to TV.

In December, the IAB Ad Sizes Task Force recommended the four ad sizes based on customer feedback, usability studies and performance tests and solicited feedback from agencies, advertisers and online publishers [IQ Daily Briefing, Dec. 11, 2002]. Results of the survey supported that the chosen sizes recognized and conformed to the needs of the media buying community.

“Now, as with a 30-second spot for TV, agencies can plan against a standard set of ad units,” said Jonathan Adams, senior partner, group media director, mOne Worldwide. “The Universal Ad Package affords a simpler approach to interactive media planning without impacting flexibility for advertisers to execute compelling, unique online advertising campaigns.”

The current IAB member companies that have already adopted the Universal Ad Package, or plan to in the next 12-18 months, include 24/7 Real Media, About.com, America Online, CBS SportsLine.com, Classmates Online, CNET Networks, CondeNet, Edmunds.com, The Excite Network, Forbes.com, iVillge, MarketWatch.com, Meredith Corp., MSN, New York Times Digital, Terra Lycos, Univision Online, USAToday.com, Wall Street Journal Online, The Walt Disney Internet Group, Washingtonpost/Newsweek Interactive, The Weather Channel Interactive and Yahoo.