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BizReport : Advertising archives : September 28, 2010

Devil and the IAB challenge existing display ad formats

The IAB is challenging the entire marketing and ad industry to come up with new display ad units that will make "banner blindness" a thing of the past, while AOL launches Project Devil, an ad format that can't be easily ignored.

by Helen Leggatt

Are you frustrated with the restrictions of current ad formats? Think you can come up with a better ad unit that will encourage engagement? Then the IAB want to hear from you as part of their "Rising Stars Ad Format Competition".

They are seeking companies, and individuals, to submit their idea to a panel of agency creative directors, ad specialists and media execs who will judge the ad formats based on a selection of criteria, including:

- Branding - How well does the ad format provide a canvas for brand creativity?

- User Experience - How does the ad format positively impact user experience?

- Functionality - How does the ad format take advantage of online user behaviors and technologies?

- Page Integration - How does the ad format enhance the relationship between the ad and publisher page layout?

- Adoption - How easily could the ad format be widely adopted by publishers?

Submissions for the new ad units will be accepted until 15 November, 2010, and a set of "rising star" ad units will be named by the end of the year.

AOL has also been working to enhance display and brand advertising online.

Just this week the firm announced the launch of Project Devil. The new Project Devil formats consist of a single, large ad space, which can be segmented into three panels, allowing advertisers to customize different interactive features including video, mapping, 3-D rotation, polls and text messaging.

Exact details of the new ad format can be found in AOL's "Specs and Style Guide", via the Wall Street Journal (.pdf).

Tags: ad formats, banner ads, online advertising

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