IAB UK promotes new ad formats
Posted on: Tuesday 25 October 2016
The IAB UK is promoting a new portfolio of online ad formats as part of the industry-wide drive to improve people’s online experience and reduce ad blocking.
The IAB’s current portfolio of 33 different ad formats will reduce dramatically and will only comprise those which are (a) flexible in that they use responsive design to automatically resize to best fit whatever device they’ll be served on and (b) compliant with the LEAN principles (Light file size, Encrypted, Ad Choices-enabled and Non-invasive) .
The new formats – created by the IAB Tech Lab and chosen based on a combination of industry feedback, consumer research and testing – comprise display ads, native ads and reflect new content experiences like emoji ads, 360 degree image and video ads, virtual and augmented reality ads.
“These represent the next generation of online ads and will suit all parties involved,” said Steve Chester, the IAB’s Director of Data & Industry Programmes. “Consumers will get a better ad experience whilst the industry can focus on a smaller number of ad formats which significantly reduces complexity. It’s all about quality over quantity – a mantra the digital industry perhaps hasn’t adhered to often enough – which should help reduce ad blocking.”
The ad formats no longer backed include all fixed-sized ads, floating ads, pop-ups, auto expand and auto play ads, “its about formats being device agnostic and re-sizing based on the screen size” reinforced Chester.
There is a public comment period on the new formats which runs until 28 November, 2016, after which the IAB Flex Ads Working Group will evaluate the comments received, make any necessary revisions, and release a final version. Comments are being accepted via email to email@example.com
IAB UK Digital Upfronts 2018: Twitter reinforces immediate & intimate connection with premium content
Having been a partner of the IAB Digital Upfronts since their inception, Twitter know how to host an engaging session. This year was no different with...Learn more
The IAB & Mind Ideas HackLearn more
IAB UK says get involved!
IAB UK today invited the industry to roll up its collective sleeves and get involved at its inaugural non-conference, ‘Nonference’, on November 1st.
IAB UK Moves forward with Engage
The IAB UK has announced the date for Engage, its flagship conference, which is set to take place on Thursday 7 June.