Bigger is better for new Internet ad standards

From...

by James Evans

(IDG) -- Web surfers can expect to see larger online ads, after an online advertising group on Monday made a set of voluntary recommendations pushing that bigger is indeed better.

The Internet Advertising Bureau (IAB) has developed new advertising sizes and styles intended to better show off goods online, the organization said in a statement. An IAB task force has been created to assist publishers, advertisers, and agencies to better use the Internet. The IAB has 300 members, including DoubleClick, Yahoo, AOL Time Warner's America Online unit, and New York Times Digital. Its members can be expected to begin displaying larger third-party ads as a result of the recommendations.

IDG.net INFOCENTER InfoWorld Main Page InfoWorld Test Center Subscribe to InfoWorld Newsletters Infoworld Opinions and Spotlights Visit an IDG site Choose a site: IDG.net CIO Computerworld Darwin Dummies.com GamePro.com The Industry Standard ITWorld.com InfoWorld.com JavaWorld LinuxWorld Macworld Online Network World Fusion PC World Publish.com SunWorld IDG.net search

Seven ad sizes are recommended by the IAB and five of those provide greater space than a traditional banner ad. The IAB further recommends two "skyscraper" ads, which are a column deep.

The goal of using bigger, more prominent online ads is so companies can be more creative in a larger space and gain more ease of use from standardized ad sizes, said Richy Glassburg, vice chairman of the IAB and chairman and CEO of Phase2Media, an advertising sales and marketing company. Also, less money has to be spent on resizing ads, he said.

"The research says bigger banners work better and [that] bigger, interactive banners work best," Glassburg said.

Glassburg denied that the new standards are in response to slowing online ad revenues, saying that ad sales figures for 2000 were strong.

Group aims to make online ads more compelling
January 15, 2001
Don't blame the banner ad for shrinking dotcoms
January 12, 2001
2001 not banner year for online ads, say industry experts
January 11, 2001
Web firms: Super Bowl ads not a super idea
January 1, 2001
Online advertising faces anxiety attack
December 6, 2000
Executive says banner ads have proven disastrous
September 25, 2000

Data warehousing ASP adds campaign analysis
(InfoWorld.com)
Microsoft under fire from FTC over handheld ad
(IDG.net)
Analysis: 2001 will be no banner year for online ads
(Network World Fusion)
Web firms say Super Bowl ads aren't a super idea
(The Industry Standard)
Making online ads click
(The Industry Standard)
DoubleClick feels the cold
(The Industry Standard)
Online advertising's anxiety attack
(The Industry Standard)
Is the Web's free ride switching to a toll?
(PCWorld.com)

Internet Advertising Bureau (IAB)

Note: Pages will open in a new browser window

External sites are not endorsed by CNN Interactive.