Business Services Industry
Buyers and sellers embrace new ad formats; Industry hopes that IAB's recently proposed formats will make online ads more effective.(Advertising)(Interactive Advertising Bureau)
B to B, February, 2003 by MADDOX, KATE
Byline: KATE MADDOX
Online advertising buyers and sellers say new online ad formats and rich-media guidelines being developed by the Interactive Advertising Bureau will make the Web an easier-to-use and more effective advertising medium.
The newest ad format, proposed by the IAB in December, is a large horizontal ad unit measuring 728 by 90 pixels. That unit and three existing IAB-proposed ad formats-the ``leader board,'' vertical skyscraper and rectangular unit-are collectively called the Universal Ad Package.
The ad package is designed to make online advertising easier to buy and provide a larger creative palette to communicate information, according to the IAB.
The guidelines include standard file sizes, formats, animation...
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