IAB Releases New Ad Ratio’s
The time has come. While it’s not too surprising to those who work with digital advertising on the regular, it could come as a huge surprise to agencies without a dedicated creative team. Responsive cross-device HTML5 websites having taken over the web over the last 5 years so the next logically step would be for HTML5 digital ads to do the same. While it takes significantly longer to produce these ads from scratch, only the one has to be created that can effectively adapt to the ad placement its served to. This means greater reach, visibility and inventory. Which in turn equals lower cost per click (CPC), better awareness and return on investment (ROI).
Lean & flexible digital ads based on aspect ratios are here to stay. The IAB recently added the most common proportions to their ad portfolio along with legacy sizes for understanding the transition. It still could be a long while before websites actually start offering inventory outside the regular sizes we are accustom to (aka bigbox, leaderboard, etc). but in order to stay on top of our digital game, advertisers and agencies need to make themselves familiar with these specifications right away. The fact is, this tech is so new that they don’t even teach these skills yet in colleges and universities. There are only a handful of companies that offer online interfaces to help develop these types of ads at the moment. Using one of these may seem like a good deal, however in retrospect you’ll end up paying 3 times as much. First paying a designer/developer to create the ad in the 3rd party system. Then you have to pay the 3rd party company serving the ad. Lastly and most importantly, the sites or placements you purchase or bid on through your ad exchange or media plan buy. Having them made without a 3rd party is ultimately less expensive, has less restrictions and puts the power back in the advertisers hands.
Check out IAB’s new digital ad specs here.
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