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Direct Response Marketing

IAB Seeks DIY Ad Units

15 Aug, 2012 By: Doug McPherson


NEW YORK – The Interactive Advertising Bureau (IAB) says the ad industry should adopt drag-and-drop display ad units online – or possibly lose money to offline and falling CPM prices.

Reportedly the ad units were created to revamp antiquated industry standards and are basically easy-to-scale, repeatable ad formats. IAB wants to draw the consumer to one ad on a page integrating search, audio, video or other social elements, but also support the ad industry’s “scarcity” initiative to help raise CPMs and conversion rates.

These ad units are part of an IAB effort called “Reimagining Interactive Advertising.” The formats will be named IAB Standard Ad Units following six months of market validation. The IAB chose the ad units from a pool of 36 submissions from a group that included agency creative directors, media executives, publishers and ad operations specialists, who judged the ad formats for their potential to drive brand equity at scale.

Peter Minnium of the IAB told MediaPost most ad units still follow old IAB standards and that just 7 percent are custom. He also believes if more companies adopt the new practice, the ad units would solve “ad blindness.”

The new ad units are:

  • IAB Mobile Adhesion Banner
  • IAB Mobile Filmstrip
  • IAB Mobile Full Page Flex
  • IAB Mobile Pull
  • IAB Mobile Slider

Minnium has said the units work well on tablets and mobile phones. “We see it in interstitial full-page ads that sit between content on tablets and mobile phones,” he said. “We hope this will encourage desktop publishers to de-clutter the page.”

Minnium also told MediaPost he wants tech companies to build “do-it-yourself ad-maker kits,” so those who build brands can concentrate on the design. A few companies have begun to develop platforms, Minnium said.


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