Ad Unit Guidelines Get Good Feedback - Brief Article

Brandweek, March 19, 2001 by Sarah J. Heim

Industry reaction to the Internet Advertising Bureau's (IAB) new voluntary guidelines for interactive marketing units--such as the large messaging-plus ads and pop-ups--continues to be positive.

According to a survey conducted by the IAB and the American Association of Advertising Agencies (4A's) at its 2001 Media Conference and Trade Show in New Orleans earlier this month, 94 percent of advertising industry decision makers view the new units as "more effective than previous guidelines."

The 79 participants in the survey were high-level agency buyers, planners and directors; brand and marketing managers; publishers; and research companies.