The document outlines new guidelines from the Interactive Advertising Bureau (IAB) for online ad formats and sizes. It introduces expanded options for banners, skyscrapers, rectangles, buttons, and pop-ups that allow for richer media. Research showed these new and larger formats can improve branding metrics by up to 40% compared to traditional banners. The IAB aims to support growth of the online advertising industry through standards, research, education and advocacy.

1. The IAB created the banner in 1996 .. we’re extending it

2. Why have new shapes & sizes for Online ads ?

3. Introducing the ONLINE ad shapes & sizes A project by IAB Netherlands, supported by 14 European IAB’s & IAB USA!

4. Giving you more IAB keeps getting questions from agencies and advertisers about the shapes & sizes of buttons, banners, skyscrapers, pop-ups and more….. Here’s our latest IAB guidelines, send them to whom this might concern…. Igor Beuker, CEO Interactive Advertising Bureau Netherlands, May 2003

5. The background New IAB advertising formats developed every 18 months Why innovate? Formats follow developments in production technology , design of web publications , user’s hardware These shapes and sizes begun testing in January 2001

6. Existing button sizes Button #1 (Afmeting: 120 x 90 pixels, zwaarte: maximaal 7 kb ) Button #2 (Afmeting: 120 x 60 pixels, zwaarte: maximaal 7 kb ) Square Button (Afmeting: 125 x 125 pixels, zwaarte: maximaal 7 kb ) Micro Button (Afmeting: 88 x 31 pixels, zwaarte: maximaal 5 kb )

7. Existing banner sizes Vertical Banner (Afmeting: 120 x 240 pixels, zwaarte: maximaal 12 kb ) Traditional Half Banner (Afmeting: 234 x 60 pixels, zwaarte: maximaal 12 kb ) Traditional Full Banner (Afmeting: 468 x 60 pixels, zwaarte: maximaal 15 kb ) For Rich Media Banners, see additional options at next slide!

8. Rich Media banners Definition & Dimensions: Standard banners (468x60 pixels) which use rich media technologies such as HTML, Flash and Java. Rich Media File Size: Up to 15kb initial load . Up to an additional: 85k may be loaded after a user moves their cursor over or clicks on the banner . Rollover Expands: A banner may expand to as large as 468 x 240 pixels after a user moves their cursor over it , and should automatically close when the cursor moves off the banner. Click Expands: A banner may expand to as large as 468 x 240 pixels after a user clicks on it , and can stay expanded until the user clicks a clearly labelled "close" button. Audio/Video: A banner may play audio and/or video content after a user clicks on it , and should display a visible "stop" or "pause" button once the audio/video begins. _

9. Existing Skyscraper sizes Skyscraper ( 120 x 600 pixels, max. 15 kb) Wide Skyscraper (160 x 600 pixels, max. 15 kb) For Rich Media Skyscrapers, see the additional options at next slide!

10. Rich Media Skyscrapers Definition & Dimensions: Interactive Marketing Units (120 x 600 or 160x 600 pixels) which use rich media technologies such as HTML, Flash and Java. Rich Media File Size: Up to 20kb initial load. Up to 3 additional loads of up to 50kb each may be initiated after a user moves their cursor over or clicks on the skyscraper Non-rich File Size: As previously stated in the February 2001 IAB IMU Guidelines, non -rich media skyscrapers should be 15kb maximum file size. Audio/Video: A skyscraper may play audio and/or video content after a user clicks on it, and should display a visible "stop" or "pause" button once the audio/video begins. _

11. Rectangle sizes Rectangle ( 180 x 150 pixels, max 20kb ) Vertical Rectangle ( 240 x 400 pixels, max 20kb ) Large Rectangle ( 336 x 280 pixels, max 20kb ) Medium Rectangle ( 300 x 250 pixels, max 20kb ) For Rich Media Rectangles, see additional options at next slide!

12. Rich Media Rectangles Definition & Dimensions: Interactive Marketing Units (336x280, 300x250, 180x150 or 240x400 pixels), which use rich media technologies such as HTML, Flash and Java. Rich Media File Size: Up to 25kb initial load. Up to 3 additional loads of up to 50kb each may be initiated after a user moves their cursor over or clicks on the rectangle Non-rich File Size: As previously stated in the February 2001 IAB IMU Guidelines, non -rich media rectangles should be 20kb maximum file size. Audio/Video: A rectangle may play audio and/or video content after a user clicks on it, and should display a visible "stop" or "pause" button once the audio/video begins.

13. Pop-up sizes Square pop-up ( 250 x 250 pixels, max 20kb ) Large pop-up ( 550 x 550 pixels, max 100 kb ) For Rich Media POP-ups, see additional options at next slide!

14. Rich Media Pop-ups Square pop-up: Definition: Pop-ups automatically launch in a new browser window when a Web page is loaded. Dimensions: As previously stated in the February 2001 IAB IMU Guidelines, these pop-ups should be 250 x 250 pixels. Rich Media File Size: As previously stated in the February 2001 IAB IMU Guidelines, these pop-ups should be 20kb maximum file size. Large pop-up: Definition: Pop-ups automatically launch in a new browser window when a Web page is loaded. Dimensions: Up to 550 x 550 pixels maximum Rich Media File Size: 100kb maximum file size

15. Why these formats? original IAB banner guidelines were landmark for online advertising industry help publishers, advertisers and their agencies make the Internet a more effective marketing medium new additional spaces offer greater flexibility and expanded capabilities and choice for the creative community wide adoption will create a more effective medium, for cohesive branding and direct marketing campaigns note that these voluntary guidelines are additions to the existing banner guidelines that we have previously issued as our medium evolves, additional new formats which move the business forward will be recommended to the industry many websites have agreed agreement that these new shapes and sizes will accept an initial load of 15K for Skyscrapers and 20K initial load for all other new shapes. Larger file sizes may also be agreed to by the publisher and the client.

16. Researching these formats New research proves their branding power Key findings from IAB research world-wide: The traditional IAB 468 X 60 banner works to increase brand awareness, message association, brand favourability and purchase intent. The new larger IAB “Skyscraper” formats improve key branding metrics by an average of 40% across all three studies compared to baseline measures for the nine advertisers. Rich Media technologies such as audio, video, Flash and DHTML used with IMUs deliver greater impact and conclusively increase branding effectiveness . Ad implementation makes a difference e.g. interstitial ads, displayed during a transition from one Web page to the next, boost key brand metrics by an average of 194%.

17. The IAB conclusions: Rich Media creates higher post-impression activity Rich Media creates higher post-impression sales activity! Bigger Ads Work better for Branding Prime Time is work time Use day-targeting or other targeting options Use frequency-caps to avoid ‘irritation’

18. The IAB mission To support and drive the growth of online advertising & interactive marketing … and our primary goal is: To increase online advertising & interactive marketing expenditure!

19. Our work We work towards this through our five programmes Research: Developing authoritative research about the medium and influencing existing research services. Standards : Developing and supporting standards and guidelines to ease the process of doing business and to increase customer confidence Marketing : Directly marketing and promoting the medium and responding to the needs of media buyers Events and education : Developing educational materials and events to raise the level of knowledge of the benefits of online media. Public and external affairs : Working with regulators and other trade bodies to develop, where necessary, an appropriate regulatory framework for interactive media and to represent the interests of our sector.

20. Hope we helped you out... Want to ad Interaction to your media-mix? Join the IAB today! www.iab.nl Igor Beuker CEO IAB Netherlands [email_address] Amsterdam, May 2003