The Interactive Advertising Bureau (IAB) just announced a competition to develop new ad formats to enhance the already existing list of IAB standard ad units. Put your thinking caps on - this is going to be interesting.
This is the first time in the IAB's history they have called on those in the online advertising and publishing industries to develop new ad formats for brand marketers. The contest to standardize brand-hospitable ad units is part of an initiative the IAB calls Reimagining Interactive Advertising.
“We are launching a formal call to action today for creatives, technologists, publishers, marketers — the entire advertising and marketing ecosystem — to bring us their best ideas for ad formats,” said Randall Rothenberg President & CEO, IAB. “The Internet has opened a floodgate of creativity, and it is critical that we fashion an environment where both the art and science of advertising can flourish and deliver engaging experiences that resonate with consumers and build brands.”
The ad unit submissions will be evaluated on criteria such as how well the ad format provides a canvas for brand creativity, how the format impacts the user experiernce, how the format leverages online user behaviors and technologies, how the format enhances the relationship between the ad unit and page layout, and easily the ad format could be adopted by publishers.