Group endorses bigger Web ads | ZDNet
Summary
By promoting a uniform set of on-the-page ad sizes, the IAB hopes to simplify the buying and creative development process for agencies and advertisers, thereby mirroring mature markets such as print and TV. Despite the somewhat mixed forecasts, new research released Wednesday paints a rosier picture for online advertising when it comes to the buying habits of select clients. Industries including human resources, computers and office equipment, publishing and retail have shifted a greater portion of their advertising dollars to the Internet in the last year. Another area of growth is in rich-media advertising, which includes graphical animations, audio and video in the form of floating, overlay and full-page ads that interrupt the requested page. "The Universal Ad Package will result in a stronger, more unified creative palette and will make it simple to reach a majority of the Internet audience," said Adam Gerber, chairman of the American Association of Advertising Agencies interactive committee, which endorsed the guidelines.