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New banner ads found their way to potential advertisers
// TheWorldJournal.com
Interactive Advertising Bureau (IAB) has produced a new series of advertising banner standards, which seem to keep online publishers busy increasing their ad-revenues.
To those who don’t yet know, Interactive Advertising Bureau (IAB) is specializing in researching and analyzing Internet advertising. For many years it’s been a great leader in the industry for recommending guidelines and best practices to online publishers with advertising space available on their web sites.
Previously the Bureau has proved globally-known banner standards such as 468x60, 234x60 or famous skyscraper 120x600 pixels banners to be the most effective publishers’ revenue tools while keeping hundreds of advertisers in waiting list lines. The late 1990s resulted in huge changes in web technologies and advertising strategies, thus the online publishing world found itself honestly confused about the new uncertain market. Every day fewer advertisers were willing to spend money on the same banner advertising, the results of which were not clear to anyone.
Just when the online world found itself on the edge of bankruptcy due to the decline in the advertising trade, IAB came to rescue once again. IAB proposed a few new series of advertising standards, which really got both parties (advertisers and publishers) connected again. If interested, you can view all the old and new banner standards on the Interactive Advertising Bureau’s web site (IAB.net; see under ‘Ad Unit Guidelines’) as we will highlight a few, which grab more of the advertiser’s attention and bring in more revenue.
If your goal is to attract more potential sponsors, you may consider rebuilding your web site or activating a feature for publishing tower-banner ads. These skyscraper banner formats (120, 140, 160, 180 pixels wide x 600, 800 pixels tall) have rapidly become popular for a good reason – they, says IAB, “enable marketers to utilize greater interactivity as well as expand the creativity in their online messaging.” One more reason is that the banners are practically always in the visitor’s visible zone so they are more likely to see the ad.
There is no need to discuss the effectiveness of the pop-under advertising method. Today it is the most profitable publishers’ revenue driving tool. But with all this pop-under technology, a human factor was forgotten. It is now becoming clear that pop-under banner ads bring more hatred than planned attention among Internet users due primarily to their overuse.
Just a few popular web sites have guessed it right and are moving to the new level of advertising delivery, also proposed by the IAB. So called “transitional ad” represents a huge rectangle or a square that is being placed alone as a welcoming page to the main page of the site. The user can either choose the “skip ad” option and head straight to the home page of the site he intended to see or he can wait a certain number of seconds and the page will then redirect him there automatically.
IAB has also presented a series of recommended standards for rich media banners. Flash technology, for example, allows advertisers to deliver their message using interactive solutions, increasing the overall attractiveness of their campaign. Flash also has the ability to handle more information by creating several layers of the banner instead of one. You may have seen them in practice in many different formats.
To sum up, IAB ad banners are the most talked about tools publishers use in order to increase their advertising revenue and get their sites moving ahead. The advertising methods described above are also popular among advertisers. So, if you care, you may wish to consider using them on your site as well.
Related web sites:
Interactive Advertising
Bureau (IAB)
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