Interactive Advertising Bureau of Canada proposes standardized banner ads
By Adnews Staff
The Interactive Advertising Bureau of Canada, based in Toronto, has moved to formally standardize online ad banner sizes in Canada by releasing a set of technical specifications called the Canadian Universal Ad Package. According to the bureau, the package is intended to reduce costs and inefficiencies related to online media planning and buying. "Developing advertising standards that make it easier for advertisers and their agencies to buy into this channel will help fuel the continued growth of online advertising in Canada," said bureau chairman Brent Lowe-Bernie. The ad banner sizes were set by representatives from IAB publisher and agency members. The organization's expectation is that websites operated by bureau members will honour the specifications. "The CUAP effectively removes substantial roadblocks to using the Internet as a marketing tool by simplifying the production and insertion of ads across major Canadian websites," said Paula Gignac, executive director of the organization. "By promoting larger-sized ad units, the IAB task force has also ensured that the majority of advertiser needs can be met by employing the formats." The first phase of the package includes banner ads sized at 728x90 pixels, 300x250 pixels, 120x600 pixels and 160x600 pixels. Later this year the bureau will propose standards for rich media and video-streaming ads as well as online advertising measurement guidelines.