IAB Issues Guidelines For Bigger Banner Ads.(Internet Advertising Bureau)(Brief Article)

IAB Issues Guidelines For Bigger Banner Ads.(Internet Advertising Bureau)(Brief Article)

Direct Marketing

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May 1, 2001 | Copyright

The Internet Advertising Bureau (IAB) has issued voluntary standards for seven new ad units, mostly offering advertisers larger ad banners to promote their products and services on the Web. The IAB last issued standards in the fall of 1996, when it gave formality to the ad banner. But while ad banners are now ubiquitous on the Web, they are widely seen as a failure, garnering response rates of about one in 200, down from one in 50 when they were first launched.

In response to mounting difficulties over weak online ad sales, sinking stock prices and growing dot com failures, Internet companies have been experimenting with new ad formats to increase sales. For instance, CNET Networks, the publisher of News. …

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