New IAB Display Advertising Formats on the Horizon?

The display advertising world is on the cusp of big changes. The banner ad, long the bane of many a performance marketers across the globe, may eventually go the way of the dodo, if the IAB has anything to say about it.

There are six new ad sizes are being proposed by the IAB. These include:

  • Billboard – large ad unit that runs the full width of the page viewed. Viewer can close ad at any time.
  • Filmstrip – 300×600 ad unit (content can be as large as 300×3000). Controlled by viewer, who can scroll up down to view different sections of the ad. Provides incredible flexibility for delivering ad content that viewer consumes at their own pace.
  • Portrait – 300×1050 “canvas” ad format; cutting edge plug-and-play functionality built in.
  • Pushdown – when engaged, ad “pushes down” content on site highlight richly customizable ad unit. Ad content apparently can be shared via social media, increasing it’s virality.
  • Sidekick – expandable ad unit that, when engaged, pushes page content to left revealing large ad space. Viewer can determine how to best interact with this ad unit.
  • Slider – overlay ad unit that presents content in a manner similar to tablet navigation.

My key takeaway from reviewing these new ads? These are beautiful ad units designed to provide more control to viewers, while delivering content in a manner that encourages interaction. For the marketer, these units provide a blank canvas to create incredible, eye catching offers that are, essentially, mini landing pages. Interactions can, and will be, measured and monetized by those ad networks. Viewable impressions(and more!) will no longer be the question, but the norm.

That being said, the traditional banner is not likely to ride off into the sunset as predicted by many. The additional layers of flexibility these new ads provide will bring with them richer data, and, naturally, new (likely) higher costs to run them. The cost of creating a simple image banner, rather than coding an entire canvas with built in functionality, may limit the implementation of these to only the most affluent (i.e. Big Brands) of marketers.

“But”, you might say, “businesses will surely adapt quickly to take advantage of these new ads”. Right. Just like organizations have adapted to upgrade their devices to run something other than Windows XP 🙂

Is it possible that these new display advertising units will be too costly for regular marketers to create and run? Are you chomping at the bit to get access to these new ads? Sound off below!