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The bureau announced two vertical units and five rectangular units, which it hopes will enable marketers to utilise greater interactivity as well as expand the creativity in their on-line messaging.
It also recommends that the 392 x 72 pixel banner be discontinued from its existing list of banner size voluntary guidelines.
Advertisers feel that banner ads are not effective enough, as Web surfers often do not bother to click through to another site to acquire more information. The new ad formats mean that all the information can be held in the one unit.
The American branch of the IAB has announced the initiative, although it is thought that the European branch will also take on board the changes.
"We're always happy to see ad formats being endorsed by IAB, and it's excellent to have pre-designed ad-formats," Mark Tarbatt, sales and advertising manager, Rondomondo Ad Network told ElectricNews.Net. "Its success will depend on demand, and whether or not publishers and designers are ready to place vertical ads onto Web sites if advertising are demanding them. It does depend on the updates from the publishers. It might take a while for such a new style to get off the ground."
It is also thought that the new units of ad measurement will be used more when broadband technology becomes more widespread.
"When systems are in place that can cope better, we will see a far wider range of on-line ads, with sound and video as well. On-line advertising is not just about click-through rates, it's also about brand awareness, and new styles of ads can show this better," said Colin Joyce of Adculture.net.
The new guidelines were set down by members of IAB's American branch, including America Online, MSN, New York Times Digital, Walt Disney Internet Group and Yahoo.
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