The Interactive Advertising Bureau is taking a new look at interactive ad unit standards. Only this time, they're looking for a new constituency to weigh in on the future of online advertising: the creatives.
"We believe we can make interactive advertising far more hospitable to the craft and practice of persuasion by putting creativity front and center in the development of advertising standards," said Randall Rothenberg, IAB president and CEO. "By bringing creative agency leaders into the discussion of the standards, we highlight our industry-wide mission to showcase brands and engaging consumers in meaningful ways."
Championing creative work has been one of the two centerpieces of Rothenberg's tenure at the helm of the IAB (educating legislators on privacy and behavioral issues is the other).
The IAB issued the first Universal Ad Package of four ad standards in 2002. Fourteen additional standard ad units have emerged since then. Units are reviewed annually by a task force that takes IAB member company data into consideration.
The companies serving on this year's Re-Imagining Interactive Advertising task force include:
- Barbarian Group
BBDO Worldwide
Carat Interactive
Cars.com
CBS Interactive
Condé Nast Digital
Digitas
Disney Interactive Media Group
Google, Inc.
McKinney
Microsoft Advertising
New York Times Digital
Ogilvy Interactive
Platform-A
Razorfish
R/GA
ShortTail
Time Inc.
Turner Broadcasting System
Universal McCann
Univision Online
Yahoo
Rebecca Lieb oversees Econsultancy's North American operations.
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4:31PM on 30th April 2009
A new set of standard formats will be welcome, although I hope they keep a lid on the number of different formats. The original reason for setting defined formats was to ensure all publishers, advertisers and designers had an established framework of sizes, reducing the need for random resizes.When the number of approved formats gets too big, it somewhat defeats the purpose.
Collaboration between all parties is always great to see, we are all in this together.