Gippsland Portal Local News:
Jumping On The Newly-Sized Online Advertising Bandwagon
New ideas for a growing media
By Niki Scevak - 1st March 2001 - Back to News
Tell us your opinion See what others have saidApproval of seven new advertising standards by the Internet Advertising Bureau on Monday adds weight to the growing movement of publishers experimenting with fresh advertising mediums. Are new standards the answer, or merely re-sized old thinking?
The IAB's decision to endorse the seven new advertising formats adds credence to the theory that the success of online advertising will come through innovation and development as opposed to tweaking the status quo.
The underlying message accompanying these endorsements is that online publishers have recognised that to develop the advertising medium is key to attracting advertising dollars.
The larger formats brings new scope for creative impact. The rugged and worn 468x60 banner hardly stakes up to a Television commercial, indeed even a bus ad, in terms of creative scope. Simply, it's difficult to capture attention in a small banner at the top or bottom of a web page.
New sizes only go part of the way to allowing advertisers to communicate their messages more effectively. What's needed in tandem is the technology to allow effective advertising.
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Click here for more on this subject - What of the New Ad Sizes?
NB: At Gippslander.com, you will notice we advertise in 336 x 280, a size we have found effective.
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