IAB asks for industry help to develop future ad units

Share this content:

The Interactive Advertising Bureau is overhauling its list of standard online advertising units and calling on industry professionals to help develop new brand-friendly ad formats.

IAB has launched a competition, open to all advertising and marketing professionals, to find the best ideas for online ad formats.

The effort, announced at the IAB's sixth annual MIXX Conference and Expo in New York, is part of the group's “Reimagining Interactive Advertising” initiative. Peter Minnium, the former Lowe Worldwide managing director who recently joined IAB as consulting director, is leading the initiative. The other goals of IAB, which also commissioned a Bain & Co. study of online brand-building, are to develop measurement standards for online ads

“With all the new developments in social media, sharing and consumer participation, there's a huge opportunity to make online ads more effective both at building brands and inciting engagement,” said task force member Edward Boches, chief creative officer at Mullen, in a statement.

Although IAB does update its existing unit guidelines annually, this is the first time it has asked industry professionals to cooperate to set standards.

Participants can submit entries online or get more information at www.iab.net/risingstars. A panel of industry experts will evaluate each entry to gauge their potential to drive brand equity. Criteria include how well it allows for brand creativity; how easily it can be adopted by publishers; and how well it exploits online technologies and user behaviors.

The deadline for submissions is November 15, with judging running through the end of the year. New ad units will be evaluated through 2011, when IAB will announce its new set of standard ad units.

Loading links....

Next Article in Policy/Regulations

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here